IAB Outlook: 2021 Digital ad ecosystem

Galvanizing a reset for future consumer-centric success

The ad-supported digital ecosystem is at an inflection point, with sweeping implications for marketers, publishers, ad tech providers, agencies and consumers alike. But one thing is certain: the greatest and most immediate threat to advertising ecosystem growth is inaction.

PwC and IAB partnered to unravel the complexity of the issue and share a vision for the way forward. To inform this vision we interviewed 20 industry leaders across the ad-supported internet ecosystem.

The report dives into:

  • Consumer relationship management and rethinking the explicit value exchange
  • Consumer identity fragmentation, the rise of the Direct-to-Consumer imperative and the opportunity to innovate the customer experience
  • The future digital ad ecosystem, with a focus on outcome-based measurement
  • Other industry considerations and cautionary tales, including inclusive leadership

Contact us

Mark McCaffrey

Mark McCaffrey

US Technology, Media and Telecommunications Leader, PwC US

CJ Bangah

CJ Bangah

Principal, PwC US

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