Examining the Digital Ad Ecosystem

While there is much optimism around the tectonic shifts— and subsequent growth opportunities—across the entire digital advertising-supported ecosystem, there is also an undercurrent of pessimism driven by the belief that not all players are currently equipped to embrace new models and thrive. While the worry is legitimate, it can also be lethal: the greatest and most immediate threat to growth of the digital advertising-supported ecosystem is inaction by key players.

IAB and PwC partnered to help unravel the complexity and share a vision for the way forward. We identified the next three years as critical to setting tangible strategies and implementing operational changes. This short-range view permits major shifts to land and the industry’s different organizations to reset their courses toward long-term growth.

To inform this vision, we interviewed more than 20 industry leaders across the advertising-supported internet ecosystem.

Our purpose is to help all stakeholders better understand and work together to: 

• Adapt to changes accelerated in 2020 (including enhanced consumer time and engagement with digitally enabled experiences and content) 
• Navigate an environment with competing priorities and, in some areas, significant headwinds 
• Pave the way for long-term growth