1、 VOLUME 5Advertising,Content,Commerce,and Innovation2025MEASURINGTHE DIGITAL ECONOMYMEASURING THE DIGITAL ECONOMY2PUBLISHERPublished by the authors April 2025,pursuant to an agreement with the Interactive Advertising Bureau(IAB),116 East 27th Street,7th Floor,New York,NY 10016.IAB commissioned this

2、research,but neither it nor its sponsors influenced the findings in any way.IAB acknowledges that the work would not have been possible without the financial support of its sponsors.The IAB wishes to thank Amazon,Google,and Meta for their generous support of the research.AUTHORSJohn DeightonHarold M

3、.Brierley Professor of Business Administration EmeritusHarvard Business SchoolLeora KornfeldPrincipal Research Consultant 2025 John Deighton,Leora KornfeldMEASURING THE DIGITAL ECONOMY3INDEXPurpose,Methodology,and Defining the Digital Economy2Executive Summary72.1Purpose of the Study122.2The Interne

4、t Enables the Digital Economy132.3Structure of the Internet182.4Methodology19Advertisings Place in the Digital Economy3.1Advertisings Role in the Digital Economy223.1.1 Key Advertising Developments and Innovations in the Digital Economy223Infrastructure44.1Background to the Evolution of the Infrastr

5、ucture294.2Transmission and Connection304.2.1 Tier 1 Transmission Providers304.2.2 Short Range Connectivity(ISPs)324.3Hardware344.4Data Centers and Content Delivery Networks374.5Generative Artificial Intelligence391MEASURING THE DIGITAL ECONOMY4INDEX CONTINUEDSupport Services55.1Domain Registry and

6、Web Hosting Services435.2Enterprise IT Management445.3Specialized IT Management485.3.1 Operating Systems and Server Management485.3.2 Privacy and Regulatory Compliance Management505.3.3 Business Intelligence and Data Management515.3.4 Customer Relationship Management535.3.5 Project and Workflow Mana