Today, IAB released the results from our 2024 Outlook Study: August Update - A Snapshot into Ad Spend, Opportunities, and Strategies for Growth. This study is a follow-up to the initial November 2023 release, providing current perspectives from 200 buy-side ad investment decision makers at brands and agencies.
The report captures:
- Updated ad spend projections for the market and at the channel-specific level
- New insights into key challenges and concerns that have arisen since the initial study
- Findings that can be used to plan for the year ahead, benchmark competitive positioning, and identify white space, channels, and opportunities within the marketplace
Key findings include:
- Buyers increased their . . .
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