Emerging growth drivers Technological advances and new business models make for a healthier, more robust advertising environment. And, while some digital advertising companies are already seeing the benefits, opportunity remains, as not all digital advertising companies and platforms are participating in the innovative solutions at the same rate or with the same reach. Our discussions with leading industry participants suggest that a lack of self-service tools, prohibitive minimum advertising buys, and reliance on direct sales or programmatic platforms that do not cater to small businesses may be restricting the number of advertisers who are aware of and active on all but the most popular platforms. There is room for the further democratization of digital advertising, which may come in the form of the next generation of technological advances. New technologies like artificial intelligence (AI), augmented reality (AR), virtual reality (VR), and voice-based systems will most certainly create new opportunities for growth within the industry. Continued advances in AI and data & analytics will enable companies to create more personalized experiences than what we see today. VR, AR and voice-based systems will help to create new opportunities for brand engagement and potentially increase the available amount of advertising inventory. Though many of these technologies are still in the early stages, we expect advertisers to be just as exploratory in determining how these technologies can be implemented to connect with current and future customers. As we have seen throughout the brief history of the internet advertising market, the ecosystem has been built on disruption and change. These emerging growth drivers will certainly continue to bring disruption along with opportunity, and companies must be ready to respond. PwC | IAB internet advertising revenue report 6