IAB | State of Data

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aria-hidden="true"></i> </a> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div><div class="uk-padding-large uk-container-xlarge uk-padding-remove-top uk-padding-remove-bottom"> <article class="article"> <div class="container module--news"> <div class="article__table-contents-header-container-mobile"> <div class="article__table-contents-header-mobile uk-hidden@m"> <a class="article__table-contents-header-mobile-action uk-link-reset" uk-toggle="target: #article-index-id; animation: uk-animation-slide-top-small" hidden> <div class="article__table-contents-header-content-mobile uk-flex uk-flex-middle"> Table of Contents <span class="article__table-contents-header-icon bold iabicon-arrow-in-circle-down uk-margin-auto-left"></span> </div> </a> </div> </div> <div class="article-container uk-flex"> <div class="article-index toc-placeholder uk-flex-auto"></div> <div class="article__content uk-flex-expand">  <h3 class="toc toc-hidden"><strong>Overview</strong></h3> <p>This is the seventh year that IAB releases annual research about the <strong>State of Data</strong>, which addresses the challenges and solutions we are collectively experiencing as an industry for all things data.</p> <p>In past years, IAB’s State of Data Report highlighted the digital advertising industry’s lack of preparedness for data privacy changes and signal loss, which have significantly altered addressability, measurement, and digital advertising overall.</p> <p>The newly released <a href="https://www.iab.com/insights/2024-state-of-data-report/"><strong>IAB State of Data Report 2024</strong> </a>presented during the<a href="https://www.iab.com/events/2024-iab-measurement-leadership-summit/"> <strong>IAB Measurement Leadership Summit 2024</strong> </a>on March 14, now finds the industry fully recognizing the permanence of these challenges, leading to substantial organizational changes including hiring experts, training staff, forming specialized teams, enhancing legal and technological capabilities, and revising advertising strategies.</p> <p>Watch our upcoming webinar, <a href="https://www.iab.com/events/iab-state-of-data-webinar-adapting-to-new-norms-of-privacy-and-measurement/"><strong>IAB State of Data Webinar: Adapting to New Norms of Privacy and Measurement</strong></a> on April 4, 2024, where industry experts will dive into how privacy regulations and technology shifts are reshaping the digital advertising landscape, the evolution of advertising metrics towards a more comprehensive measurement framework, and the push towards standardized success metrics amidst the industry’s $600B measurement challenge.</p> <p>The <a href="https://www.iab.com/insights/state-of-data-2023/"><strong>IAB State of Data Report 2023</strong> </a>examined how data clean rooms (DCRs) and other privacy-preserving technology are being managed and activated. This report provided ad buyers and sellers, as well as providers of privacy-preserving technology, actionable insights regarding onboarding and adoption, use cases, challenges, and opportunities moving forward with DCRs and other privacy-preserving technology.</p> <p>You can download these reports and previous ones below, view our town halls in video on demand (VOD), and find more information about the state of data on this page.</p> <p>The collection and use of data to reach audiences and measure online advertising campaigns is central to powering the digital advertising ecosystem. The Measurement, Addressability & Data <strong><a href="https://www.iab.com/organizations/measurement-addressability-data-center/">(MAD) Center</a></strong> aims to provide essential industry guidance and education on solutions amid changes in underlying technology, privacy regulations in a constantly evolving ecosystem.</p> <div class="clearfix"></div> </div> </div> </div> </article> </div><div class="toc-hidden article__content"><h3 class="toc">Latest State of Data Reports</h3></div><div class="toc-hidden clearfix"></div><div class="topic-recent uk-container-xlarge uk-padding-large uk-padding-remove-top"> <div class="uk-align-left"><h3 class="module-subtitle">Latest State of Data Reports</h3></div> <div class="clearfix"></div> <div uk-slider="sets: true" class="uk-position-relative"> <div class="uk-slider-container"> <ul class="uk-slider-items uk-child-width-1-1@s uk-child-width-1-3@m uk-grid"> <li> <div class="uk-cover-container uk-position-relative uk-height-medium"> <a class="uk-link-reset" href="https://www.iab.com/insights/2024-state-of-data-report/"> <div class="black-background-overlay uk-height-medium uk-width-1-1"></div> <div class="xxx-module-recent uk-background-cover uk-background-center-center uk-background-norepeat uk-height-1-1 uk-width-1-1" style="background-image: url(https://www.iab.com/wp-content/uploads/2024/03/state-of-data-2024-how-the-digital-ad-industry-is-adapting-to-the-privacy-by-design-ecosystem-2-1024x312.png);background-position: 54.43% 33.87%"> <div class="uk-overlay uk-light uk-position-bottom"> <h4 class="module-headline2">State of Data 2024: How the Digital Ad Industry is Adapting to the Privacy-By-Design Ecosystem</h4> </div> </div> </a> </div> </li> <li> <div class="uk-cover-container uk-position-relative uk-height-medium"> <a class="uk-link-reset" href="https://www.iab.com/insights/state-of-data-2023/"> <div class="black-background-overlay uk-height-medium uk-width-1-1"></div> <div class="xxx-module-recent uk-background-cover uk-background-center-center uk-background-norepeat uk-height-1-1 uk-width-1-1" style="background-image: url(https://www.iab.com/wp-content/uploads/2023/01/state-of-data-2023.png);background-position: 50.00% 50.00%"> <div class="uk-overlay uk-light uk-position-bottom"> <h4 class="module-headline2">State of Data 2023: Data Clean Rooms & the Democratization of Data in the Privacy-Centric Ecosystem</h4> </div> </div> </a> </div> </li> <li> <div class="uk-cover-container uk-position-relative uk-height-medium"> <a class="uk-link-reset" href="https://www.iab.com/insights/state-of-data-2022/"> <div class="black-background-overlay uk-height-medium uk-width-1-1"></div> <div class="xxx-module-recent uk-background-cover uk-background-center-center uk-background-norepeat uk-height-1-1 uk-width-1-1" style="background-image: url(https://www.iab.com/wp-content/uploads/2022/09/state-of-data-2022-part-ii-preparing-for-the-new-addressability-landscape-2.png);background-position: 50.00% 50.00%"> <div class="uk-overlay uk-light uk-position-bottom"> <h4 class="module-headline2">IAB State of Data 2022 (Part II): Preparing For The New Addressability Landscape</h4> </div> </div> </a> </div> </li> </ul> </div> <div class="uk-visible@s"> <a class="uk-position-center-left-out uk-position-small uk-icon uk-slidenav-previous uk-slidenav" href="#" uk-slidenav-previous="" uk-slider-item="previous"></a> <a class="uk-position-center-right-out uk-position-small uk-icon uk-slidenav-next uk-slidenav" href="#" uk-slidenav-next="" uk-slider-item="next"></a> </div> <ul class="uk-padding-small uk-slider-nav uk-dotnav uk-flex-inline uk-flex-center uk-width-expand"></ul> </div> </div><div class="toc-hidden article__content"><h3 class="toc">Previous State of Data Reports and Town Halls (VOD)</h3></div><div class="toc-hidden clearfix"></div><div class="topic-links uk-container-xlarge uk-padding-large uk-padding-remove-top"> <div class="uk-align-left"><h3 class="module-subtitle">Previous State of Data Reports and Town Halls (VOD)</h3></div> <div class="clearfix"></div> <hr /> <div uk-slider="sets: true" class="uk-position-relative"> <div class="uk-slider-container"> <ul class="uk-slider-items uk-child-width-1-1@s uk-child-width-1-3@m uk-grid"> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/video/iab-state-of-data-webinar-adapting-to-new-norms-privacy-measurement/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> State of Data Webinar: Adapting to New Norms of Privacy and Measurement (2024) </div> <p class="gray-light-text">Join us in this webinar as we dive into the latest findings from IAB’s 2024 State of Data Report and key discussions from the Measurement Leadership Summit held on March 14. This session delves into how privacy regulations and technology shifts are reshaping the digital advertising landscape, the evolution of advertising metrics towards a more comprehensive measurement framework, and the push towards standardized success metrics amidst the industry’s $600B measurement challenge.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/video/state-of-data-town-hall-audience-based-optimization-with-attention/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> State of Data Town Hall: Audience-Based Optimization with Attention (2023) </div> <p class="gray-light-text">We welcome you to watch an engaging town hall event, where we explored the dynamic world of attention metrics and its profound impact on audience targeting, media optimization, and creative strategies. This insightful gathering will delve into cutting-edge approaches that enabled brands and publishers to scale their audiences effectively while respecting user privacy.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/video/state-of-data-town-hall-reaching-known-unknown-audiences/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> State of Data Town Hall VOD: Reaching Known & Unknown Audiences (2023) </div> <p class="gray-light-text">Join us for a thought-provoking event where we explore the evolving challenges and innovative solutions for advertisers and publishers to effectively target and measure both known and unknown audiences in the face of privacy regulations and the loss of data signals.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/video/state-of-data-town-hall-data-clean-rooms/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> State of Data Town Hall VOD: Data Clean Rooms (2023) </div> <p class="gray-light-text">The State of Data town hall series brings industry experts together to discuss how data has evolved in recent years, and how changes to privacy legislation, the deprecation of third-party cookies and identifiers, and platform policies have affected online advertising, particularly data collection, addressability, measurement, and optimization.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/video/state-of-data-town-hall-data-collection-and-addressability/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> State of Data Town Hall VOD: Data Collection and Addressability (2022) </div> <p class="gray-light-text">In this second town hall, IAB experts and industry thought leaders discussed privacy-first approaches to data collection, first-party data, and addressability. IAB commissioned MediaScience to conduct this qualitative research study on how marketers are evolving their approach to consumer privacy, as well as working with their internal and external partners to meet consumer privacy expectations.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/video/state-of-data-town-hall-the-new-privacy-landscape/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> State of Data Town Hall VOD: The New Privacy Landscape (2022) </div> <p class="gray-light-text">In this town hall series, we had an in-depth discussion on the findings from the latest IAB State of Data 2022 Part II: Preparing for the New Addressability Landscape report, which examines how changes in privacy legislation, the deprecation of third-party cookies and identifiers, and platform policies are affecting data collection, addressability, measurement, and optimization.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/insights/2022-iab-state-of-data/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> IAB State of Data 2022 (Part I) </div> <p class="gray-light-text">The IAB State of Data 2021 report revealed industry leaders believed they were infinitely more prepared for the deprecation of third-party cookies and identifiers than their organizational readiness demonstrated. This lack of preparedness should have served as a call-to-action for industry leaders to both educate themselves and implement these imminent and ever-evolving standards, caused by updates to privacy and compliance regulations, the emergence of new business and technical requirements, platform upgrades, and the evolution of rules and mandates by technology companies such as Apple, Facebook, and Google.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/insights/2021-iab-state-of-data/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> IAB State of Data 2021 Report </div> <p class="gray-light-text">Assessing Digital Advertising’s Preparedness for the Loss of Third-Party Cookies and Identifiers. The IAB Programmatic+Data Center commissioned Ipsos to conduct this quantitative study, entitled “Assessing Perceived vs. Actual Preparedness for the Post Third-Party Cookie and Identifier Tracking Ecosystem.” This survey of more than 200 data decision-makers within brands, publishers, ad tech, agencies, and data companies.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/video/state-of-data-town-hall-future-of-contextual/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> State of Data Town Hall VOD: Future of Contextual (2021) </div> <p class="gray-light-text">With the decline of third-party cookies and the rise of a data privacy revolution, the digital advertising industry is in a state of flux. What is next for marketers? What are the most effective alternatives to target brand audiences? We discuss the findings from the IAB State of Data Initiative 2021 and chat about the industry’s preparedness, investments, and concerns for the future.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/video/state-of-data-town-hall-measurement/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> State of Data Town Hall VOD: Measurement (2021) </div> <p class="gray-light-text">Our 2nd IAB State of Data Town Hall: Measurement addressed how to measure and attribute campaign performance without cookies and identifiers, and how to stitch together siloed data into a unified dataset. Industry experts discuss data ownership, insights, processes, and best practices to create quality data and proper attribution across platforms.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/video/state-of-data-town-hall-identity-addressability/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> State of Data Town Hall VOD: Identity/Addressability (2021) </div> <p class="gray-light-text">IAB gathered industry experts to discuss the readiness for the loss of third-party cookies and other identifiers and address concerns about ad tracking, targeting, retargeting, and addressability overall. What are the alternatives, best practices and solutions for your data management with the new State of Data in 2021? </p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/insights/the-state-of-data-2020/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> The State of Data 2020 </div> <p class="gray-light-text">Third-party audience data spending grew 6.1% in 2019, but coronavirus crisis drove cuts of up to 20%. The State of Data is a recurring research initiative designed to help U.S. advertising, marketing, and media practitioners better understand how their peers are investing in and using audience data as a fundamental pillar of their customer acquisition and engagement efforts.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/insights/the-state-of-data-2018/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> The State of Data 2018 </div> <p class="gray-light-text">In 2018, U.S. companies are accelerating their spending on third-party, audience data for advertising and marketing efforts. American companies are expected to spend nearly $19.2 billion on the acquisition of audience data and on solutions to manage, process, and analyze this data—a figure that represents a 17.5 percent increase from the prior year. </p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/insights/state-of-data-report-2/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> The State of Data 2017 </div> <p class="gray-light-text">For many years now, data has been reshaping the way that brands (and especially the folks concerned with their marketing, advertising, media sales and other customer‐centric functions) build and engage with their addressable audiences. This report represents the first industry‐wide effort to address that gap. By providing credible, practitioner‐informed insight, we hope to demystify how U.S. companies are investing in audience data (and its associated support functions), helping practitioners benchmark their own spending against industry norms and establish a firmer basis for future investments.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/insights/2019-outlook-for-data/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> The Outlook for Data 2019: A Snapshot Into the Evolving Role of Audience Insight </div> <p class="gray-light-text">Marketers, publishers, marketing service providers, and technology developers expect their spending on data and data-related services to increase in 2019, according to “The Outlook for Data 2019: A Snapshot Into the Evolving Role of Audience Insight” the fourth annual benchmarking report.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/insights/the-outlook-for-data-2018-a-snapshot-into-the-evolving-role-of-audience-insight/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> The Outlook for Data 2018: A Snapshot Into the Evolving Role of Audience Insight </div> <p class="gray-light-text">The third annual benchmarking study explores how digital marketing and media practitioners are using audience data, and how they intend to advance their data-centric use cases in the year ahead. Based on the research, it is clear that Data continues to play a critical role across a vast range of advertising and marketing applications.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/insights/outlook-for-data-2017-a-snapshot-into-digital-media-and-the-evolving-role-of-audience-insight/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> The Outlook for Data 2017: A Snapshot Into the Evolving Role of Audience Insight </div> <p class="gray-light-text">The second annual benchmarking report explores how digital marketing and media practitioners are using audience data, and how they intend to evolve their data-centric practices in the year ahead.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> </ul> </div> <div class="uk-visible@s"> <a class="uk-position-center-left-out uk-position-small uk-icon uk-slidenav-previous uk-slidenav" href="#" uk-slidenav-previous="" uk-slider-item="previous"></a> <a class="uk-position-center-right-out uk-position-small uk-icon uk-slidenav-next uk-slidenav" href="#" uk-slidenav-next="" uk-slider-item="next"></a> </div> <ul class="uk-padding-small uk-slider-nav uk-dotnav uk-flex-inline uk-flex-center uk-width-expand uk-visible@s"></ul> </div> </div><div class="toc-hidden article__content"><h3 class="toc">Measurement & Metrics</h3></div><div class="toc-hidden clearfix"></div><div class="topic-links uk-container-xlarge uk-padding-large uk-padding-remove-top"> <div class="uk-align-left"><h3 class="module-subtitle">Measurement & Metrics</h3></div> <div class="clearfix"></div> <hr /> <div uk-slider="sets: true" class="uk-position-relative"> <div class="uk-slider-container"> <ul class="uk-slider-items uk-child-width-1-1@s uk-child-width-1-3@m uk-grid"> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/insights/retail-media-measurement-guidelines/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> Final IAB/MRC Retail Media Measurement Guidelines </div> <p class="gray-light-text"><center><img src="https://www.iab.com/wp-content/uploads/2023/09/iab-mrc-retail-media-measurement-guidelines.png" width="300px"></center><br><br><br><u><b>IAB.COM (JAN 28, 2024)</b></u> On September 13, 2023, the IAB/MRC released the initial draft of the Retail Media Measurement Guidelines for public comment, engaging industry stakeholders to shape standards that resonate with their practical needs and aspirations. In January, IAB proudly unveiled he final version of these guidelines.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/video/the-data-and-ai-driven-evolution-of-consumer-behavior-and-addressability/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> IAB PULSE: The Data and AI-Driven Evolution of Consumer Behavior and Addressability </div> <p class="gray-light-text"><center><img src=" https://www.iab.com/wp-content/uploads/2023/09/the-data-and-ai-driven-evolution-of-consumer-behavior-and-addressability-MAD-Page.png"></center><br><br><u><b>IAB PULSE (SEP 30, 2023)</b></u> In the premiere episode of IAB Pulse, IAB’s Chris Bruderle moderates a discussion between Angelina Eng (IAB) and Jon Roberts (Dotdash Meredith) on hot topics like Generative AI, addressability, measurement, and much more.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.beet.tv/2023/01/economic-uncertainty-drives-innovation-in-advertising-iabs-eric-john.html" target="_blank" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> Eric John: Economic Uncertainty Drives Innovation in Advertising </div> <p class="gray-light-text"><center><img src="https://www.iab.com/wp-content/uploads/2023/02/Eric-John_BeetTV-Interview_2023.png "></center><br><u><b>Beet.TV (Jan 30, 2023)</b></u> “We’re coming into a pretty challenging economic environment and this is a moment in measurement when buyers and brands are really looking to understand value,” Eric John, told Beet.TV</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.thecontinuum.online/features/understanding-the-new-frontiers-of-attention-metrics" target="_blank" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> Angelina Eng: Understanding the New Frontiers of Attention Metrics </div> <p class="gray-light-text"><center><img src="https://www.iab.com/wp-content/uploads/2023/01/Continuum_Angelina-Eng_Promo-Image-1.png"></center><u><b><br><br>The Continuum (Dec 6, 2022)</b></u> Angelina Eng, Vice President, Measurement and Attribution, IAB, introduces the evolving field of attention metrics, and how marketers are trying to think beyond impressions when it comes to really understanding the impact of their advertising.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/video/the-universal-potential-of-context-creative-and-attention/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> The Universal Potential of Context, Creative, and Attention </div> <p class="gray-light-text"><center><img src="https://www.iab.com/wp-content/uploads/2022/11/the-universal-potential-of-context-creative-and-attention-2-e1669756144824.png"></center><br><br><u><b>IAB THERE (Nov 10, 2022)</b></u> Angelina Eng, VP, Measurement & Attribution at IAB, Phil Schraeder, CEO GumGum and Rob Hall, CEO Playground xyz discuss how contextual technology, attention measurement, and optimization solutions are being combined to help advertisers future proof their attribution strategies by moving beyond basic viewability metrics to better understand the true effectiveness of digital campaigns.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/insights/iab-releases-intrinsic-in-game-iig-measurement-guidelines/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> IAB Releases Intrinsic In-Game (IIG) Measurement Guidelines </div> <p class="gray-light-text"><center><img src="https://www.iab.com/wp-content/uploads/2022/11/In-game-measurement-150-by-300.png "></center><br><u><b>Guidelines (Aug 31, 2022)</b></u> In a joint collaboration between IAB, IAB Tech Lab, and the Media Rating Council (MRC), IAB has released its Intrinsic In-Game (IIG) Measurement Guidelines to establish updated measurement guidelines for ads that appear within gameplay.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.nohype.neustar/advertisers-are-not-prepared-for-disruptions" target="_blank" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> Advertisers, Take Note: You’re Not Adequately Prepared for Imminent Marketing Disruptions </div> <p class="gray-light-text"><center><img src="https://www.iab.com/wp-content/uploads/2023/01/nohypepodcast.jpg"></center><br><u><b>No Hype Podcast (Apr 7, 2022)</b></u> Angelina Eng, VP of Measurement and Attribution at the IAB, speaks with Allyson and Brett about advertisers’ overconfidence in data deprecation preparedness, agency staffing reconfigurations, and the need for stronger measurement foundations in this episode of the New Hype podcast. </p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/news/iab-warns-of-measurement-blackout/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> IAB Warns of Measurement Blackout </div> <p class="gray-light-text"><center><img src="https://www.iab.com/wp-content/uploads/2022/02/iab-warns-of-measurement-blackout-2-1000x305.png "></center><br><br><br><u><b>Press Release (Feb 8, 2022)</b></u> IAB’s State of Data Report is raising alarm bells, indicating that advertisers are on the brink of losing their ability to measure advertising campaigns with no industry consensus about what to do next.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://digiday.com/media/media-briefing-web-publishers-confront-cookie-related-measurement-shakeup-and-cross-screen-measurement-opportunity/" target="_blank" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> Web publishers confront cookie-related measurement shakeup — and cross-screen measurement opportunity </div> <p class="gray-light-text"><center><img width="200px" height="80px" src="https://digiday.com/wp-content/uploads/sites/3/2021/10/cookie_banner_1440x600-1.jpg "></center><br><u><b>Digiday (Feb 3, 2022)</b></u> This week’s Media Briefing looks at the other looming measurement overhaul and why web publishers and TV networks may want to work together to establish cross-screen measurement.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> </ul> </div> <div class="uk-visible@s"> <a class="uk-position-center-left-out uk-position-small uk-icon uk-slidenav-previous uk-slidenav" href="#" uk-slidenav-previous="" uk-slider-item="previous"></a> <a class="uk-position-center-right-out uk-position-small uk-icon uk-slidenav-next uk-slidenav" href="#" uk-slidenav-next="" uk-slider-item="next"></a> </div> <ul class="uk-padding-small uk-slider-nav uk-dotnav uk-flex-inline uk-flex-center uk-width-expand uk-visible@s"></ul> </div> </div><div class="toc-hidden article__content"><h3 class="toc">Data & Privacy</h3></div><div class="toc-hidden clearfix"></div><div class="topic-links uk-container-xlarge uk-padding-large uk-padding-remove-top"> <div class="uk-align-left"><h3 class="module-subtitle">Data & Privacy</h3></div> <div class="clearfix"></div> <hr /> <div uk-slider="sets: true" class="uk-position-relative"> <div class="uk-slider-container"> <ul class="uk-slider-items uk-child-width-1-1@s uk-child-width-1-3@m uk-grid"> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/blog/2024-key-trends-in-digital-advertising/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> 2024 Key Trends in Digital Advertising: Adapting to the New Privacy Norm </div> <p class="gray-light-text"><center><img src="https://media.licdn.com/dms/image/D4E12AQHJJrpC8fcb9w/article-cover_image-shrink_600_2000/0/1703172575257?e=2147483647&v=beta&t=gsEgWe2wSIKubd3QXY1orEEYn2jDOooLMJ7K1j-YW1k"></center><br><br><u><b>IAB THERE (Dec 21, 2023)</b></u> Blog by Angelina Eng, VP Measurement, Addressability & Data Center | The 2024 landscape presents an exhilarating array of trends that echo the dynamism and evolution we’ve witnessed over the years. As we stand on the brink of transformative changes, reminiscent of the monumental shifts brought about by GDPR and Apple iOS 14.5, privacy is no longer just a buzzword but a foundational principle shaping our operational strategies.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.beet.tv/2023/02/data-clean-rooms-take-significant-investment-but-offer-huge-potential-iabs-pam-zucker.html" target="_blank" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> Data Clean Rooms Take Significant Investment, But Offer Huge Potential </div> <p class="gray-light-text"><center><img src="https://www.iab.com/wp-content/uploads/2023/02/Pam-Zucker_BeetTV-Interview_2023.png"></center><u><b><br><br>Beet.TV (Feb 2, 2023)</b></u> In this video interview with Beet.TV, Pam Zucker, Chief Strategy Officer, IAB, explains how “clean rooms” are getting adopted.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/video/leveraging-first-party-data-turning-data-scavengers-into-data-harvesters/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> Leveraging First Party Data: Turning Data Scavengers into Data Harvesters </div> <p class="gray-light-text"><center><img src="https://www.iab.com/wp-content/uploads/2022/12/leveraging-first-party-data-turning-data-scavengers-into-data-harvesters-3-e1672788082377.png"></center><br><u><b>IAB THERE (Dec 7, 2022)</b></u> Angelina Eng, VP, Measurement & Attribution at IAB and Amol Waishampayan, Chief Product Officer at FullThrottle discuss the increasing importance of first-party data as marketers become less reliant on third-party data and how marketers can take advantage of their own data to gain data independence and find more customers.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/video/identity-privacy-and-the-future-of-data-driven-tv/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> Identity, Privacy, and the Future of Data Driven TV </div> <p class="gray-light-text"><center><img src="https://www.iab.com/wp-content/uploads/2022/11/identity-privacy-and-the-future-of-data-driven-tv-2-e1672787894254.png"></center><br><br><u><b>IAB THERE (Nov 16, 2022)</b></u> Jeffrey Bustos, Vice President, Measurement, Addressability & Data Center, IAB, and Jason Manningham, CEO, Blockgraph discuss how to safely, securely, and transparently manage audience intelligence and data partnerships as well as how to create a better and more sustainable TV advertising ecosystem.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/video/using-data-science-to-reconcile-multiple-partial-sources-of-truth-in-digital-media/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> Using Data Science to Reconcile Multiple Partial Sources of Truth in Digital Media </div> <p class="gray-light-text"><center><img src="https://www.iab.com/wp-content/uploads/2022/10/using-data-science-to-reconcile-multiple-partial-sources-of-truth-in-digital-media-3-e1672788277746.png"></center><br><u><b>IAB THERE (Oct 6, 2022)</b></u> Angelina Eng, Vice President, Measurement and Attribution at IAB, Josh Alvernia, Co-Founder and Chief Executive Officer at Clue and Charles Manning, Founder and Chief Executive Officer at Kochava, discuss how marketers can get the clearest vision of the consumer/customer journey with a first-party and analytics strategy during a time when the media industry is increasingly reliant on privacy-forward, brand-owned datasets for insight.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/news/the-looming-peril-is-not-cookies-it-is-legislation/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> The Looming Peril Isn’t Cookies. It’s Legislation. </div> <p class="gray-light-text"><center><img height="200px" src="https://www.iab.com/wp-content/uploads/2023/01/the-looming-peril-isnt-cookies-its-legislation-reszied-for-data-hub.png"></center><br><br><u><b>Press Release (Sep 13, 2022)</b></u> The state of data will be significantly impacted by new state privacy laws coming into effect in 2023 and legislation that may be enacted in other states in the near future. That’s among the conclusions revealed in IAB’s State of Data 2022 Part II: Preparing for the New Addressability Landscape report, commissioned by IAB and executed by MediaScience, which included qualitative, in-depth interviews with 30 senior-level, data decision-makers at brands, agencies, and publishers.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/video/data-consent-and-the-customer-value-exchange/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> Data, Consent, and the Customer Value Exchange </div> <p class="gray-light-text"><center><img src="https://www.iab.com/wp-content/uploads/2022/07/data-consent-and-the-customer-value-exchange-2.png "></center><br><br><u><b>IAB THERE (Jul 13, 2022)</b></u> Angelina Eng, Vice President, Measurement & Attribution at IAB and Kevin Whitcher, Vice President, Enterprise Apps at DISQO, discuss consent, identity, and how marketers can evolve beyond third party cookies and build a trusted value exchange with consumers.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> <div class="uk-width-1-4@m"> <a class="uk-card uk-child-width-expand" href="https://www.iab.com/video/how-do-marketers-drive-efficiencies-with-data/" > <div class="description"> <span class="iabicon-arrow-in-circle-right bold uk-align-right uk-hidden@s"></span> <div class="module-card-title"> How do Marketers Drive Efficiencies with Data </div> <p class="gray-light-text"><center><img src="https://www.iab.com/wp-content/uploads/2022/01/encore-how-do-marketers-drive-efficiencies-with-data.png"></center><br><br><u><b>IAB THERE (Mar 16, 2022)</b></u> Eric John, VP Media Center at IAB and Justin Evans, Global Head of Analytics & Insights at Samsung Ads discuss the existing power and wealth of data for marketers and advertisers and how its untapped potential propelled a new program to generate custom and unique audience segments within the Samsung ecosystem you can’t find anywhere else.</p> <span class="iabicon-arrow-in-circle-right bold uk-visible@s"></span> </div> </a> </div> </ul> </div> <div class="uk-visible@s"> <a class="uk-position-center-left-out uk-position-small uk-icon uk-slidenav-previous uk-slidenav" href="#" uk-slidenav-previous="" uk-slider-item="previous"></a> <a class="uk-position-center-right-out uk-position-small uk-icon uk-slidenav-next uk-slidenav" href="#" uk-slidenav-next="" uk-slider-item="next"></a> </div> <ul class="uk-padding-small uk-slider-nav uk-dotnav uk-flex-inline uk-flex-center uk-width-expand uk-visible@s"></ul> </div> </div> </section> <footer class="uk-height-small" style="background: black;max-width: 100%;" role="contentinfo"> <div class="uk-flex uk-height-1-1"> <div class="footer-logo-mobile"> <a href="https://www.iab.com/"> 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