"[In the wake of increasing ad blocking adoption, the winners will be those that best understand their user and their customer] and know how best to reach them–whether that’s through video, native advertising, or influencer marketing." -- emphasis is mine.
This is a good point. Doesn't ad-blocking adoption tell you about the market already?
"Publishers understand that video has the highest CPMs and it is the most impactful form of media. Unfortunately, most publishers have limited resources and are still living off of legacy practices. Because resources are limited and video production is expensive, the industry still has a long way to go until the Internet looks more like TV and less like a newspaper."
Everything is a hammer to the IAB. So you want to push TV over the Internet to make more adverts.
As someone in the industry, I certainly have my gripes with the IAB. But to be fair to them, this is non-trivial stuff with a LOT to think through, and a LOT of different stakeholders with oftentimes very different agendas.
On balance I'd say they walk that line pretty well most of the time, but not always.
This is a good point. Doesn't ad-blocking adoption tell you about the market already?
"Publishers understand that video has the highest CPMs and it is the most impactful form of media. Unfortunately, most publishers have limited resources and are still living off of legacy practices. Because resources are limited and video production is expensive, the industry still has a long way to go until the Internet looks more like TV and less like a newspaper."
Everything is a hammer to the IAB. So you want to push TV over the Internet to make more adverts.