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IAB State of Data Initiative 2021

IAB Outlook: 2021 Digital Ad Ecosystem 5

Assessing Digital Advertising’s Preparedness for the Loss of Third-Party Cookies and Identifiers
In two parallel studies as part of IAB Programmatic+Data Center's State of Data initiative, it was revealed that the industry's perceived sense of readiness around the loss of third-party cookies and identifiers does not align with its concerns for future ad tracking, targeting, retargeting, or data investment. Investment in first-party data is publishers' best hope to head off $10B in lost revenue and advertisers' best hope to retain addressability.

The IAB Programmatic+Data Center commissioned Ipsos to conduct this quantitative study, entitled “Assessing Perceived vs. Actual Preparedness for the . . .

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