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Outlook 2022:
The US Digital
Advertising
Ecosystem
Industry leader insights to guide business planning
October 2021
Table
of contents
Methodology and approach 3
Outlook 2022: Executive overview 4
Key insights at a glance 6
Insight 1: Consumer expectations 7
Insight 2: Regulatory reforms 13
Insight 3: Talent DEI challenges 17
MA Spotlight 23
Appendix 24
Key changes since the March 2021 Outlook 25
Teams and working committees to help 27
Thank you to our sponsors 28
Let’s connect 29
IAB and PwC Outlook 2022: The US Digital Advertising Ecosystem 2
Methodology and approach
This report follows a consistent methodology and approach to the first
Outlook report (published March 2021) to provide a current, fresh perspective
based on new information, trends and opinions by industry leaders across
the advertising ecosystem. Key changes from the March 2021 report are
summarized on page 26.
The report was commissioned by the IAB and conducted by PwC. The IAB and PwC led a series of candid
and anonymous interviews with nearly 20 industry leaders across the Buy-and-Sell side of the ecosystem
to inform this report. Executives who were interviewed spanned a variety of functions and roles—CMOs,
CIOs, CROs, business-development executives—representing agencies, brands, publishers, OEM
manufacturers of digitally connected devices,
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