IAB State of Data Reports

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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?

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.

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.

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.

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.

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.

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.

IAB.COM (JAN 28, 2024) 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.

IAB PULSE (SEP 30, 2023) 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.

Beet.TV (Jan 30, 2023) “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

The Continuum (Dec 6, 2022) 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.

IAB THERE (Nov 10, 2022) 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.

Guidelines (Aug 31, 2022) 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.

No Hype Podcast (Apr 7, 2022) 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.

Press Release (Feb 8, 2022) 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.

Digiday (Feb 3, 2022) 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.

IAB THERE (Dec 21, 2023) 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.

Beet.TV (Feb 2, 2023) In this video interview with Beet.TV, Pam Zucker, Chief Strategy Officer, IAB, explains how “clean rooms” are getting adopted.

IAB THERE (Dec 7, 2022) 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.

IAB THERE (Nov 16, 2022) 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.

IAB THERE (Oct 6, 2022) 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.

Press Release (Sep 13, 2022) 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.

IAB THERE (Jul 13, 2022) 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.

IAB THERE (Mar 16, 2022) 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.