At the IAB Annual Leadership Meeting (ALM), January 26 to 28, in Palm Springs, IAB will unveil a new consumer privacy study that challenges misconceptions surrounding “commercial surveillance.”
Building upon last year’s study, “The Free and Open Ad Supported Internet,” this year’s research delves into consumers’ actual privacy concerns related to advertising.
“You’re going to be really surprised,” Carryl Pierre-Drews, EVP & CMO, IAB, in this video interview with Beet.TV.
The study, which takes an international perspective, aims to inform regulators about how they should approach privacy legislation. It promises to provide valuable insights into the evolving relationship between consumers, data, and advertising.
ALM’s 2025 Themes:
ALM is an opportunity for members to set the agenda for the future, finding common ground and solutions to navigate industry complexities.
In response to the devastating California wildfires, IAB is donating a portion of ALM ticket sales to the California Fire Foundation and the LA Food Bank.
Pierre-Drews touched on some of the key themes this year’s agenda will facilitate.
Commerce connection
ALM will feature a dedicated track on adaptive commerce, with leaders from 7-Eleven, Instacart, Uber, GroupM, and LiveRamp discussing the evolution of the in-store experience and how it meets consumer needs.
“The way that we shop is so rapidly evolving, from shoppable ads to live stream shopping, the boom of retail media networks, it’s really fascinating to watch,” Pierre-Drews said.
Privacy and addressability
Pierre-Drews highlighted the significance of privacy and addressability in the current regulatory landscape. “This is a huge, huge topic for all of our members, and for us as consumers as well,” she said.
With the absence of a national-level privacy law and the proliferation of state-level regulations, marketers face a complex challenge in navigating the fragmented legal landscape.
A session featuring Senator Ron Wyden and IAB’s EVP of public policy, Lartease Tiffith, will address the future of privacy and AI legislation and its impact on advertising.
Creativity in focus
A panel discussion titled “The CMO Perspective,” featuring CMOs from Gap, Home Depot, and Uber, will delve into brand purpose, personalization, AI, and the creator economy.
The balance between data-driven insights and bold creative will be another key theme at ALM. “There’s always this pull and push between art and data, and marketers need to be able to integrate that data-driven insight with bold creative,” Pierre-Drews said. “And sometimes it’s a delicate balance, it’s very difficult to do.”
