Interactive Advertising Bureau | 2023 Brand Disruption Report

Each year, the IAB publishes a landmark brand report exploring how brands and retailers are innovating to address market disruptions driven by the rise of digital B2B platforms, changing media consumption habits, omnichannel shopping and

Each year, the IAB publishes a landmark brand report exploring how brands and retailers are innovating to address market disruptions driven by the rise of digital B2B platforms, changing media consumption habits, omnichannel shopping and prevailing privacy legislation – disruptions that have been largely and significantly accelerated by the pandemic.

This year’s report, our sixth annual survey, identified four key disruptions challenging brands, retailers and the digital ecosystem, including:

  • Welcome to H-Commerce: growth powered by the fusion of online and offline shopping. The continued growth of e-commerce combined with the resurgence of in-store shopping has ushered in the era of hybrid shopping – or “H-commerce” – the merging of online and offline shopping.
  • A seismic shift. . .

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