IAB State of Data 2022 (Part II): Preparing For The New Addressability Landscape

This IAB State of Data 2022 (Part II) report marks the fifth year and sixth installment of IAB’s State of Data research, 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. For this installment, IAB commissioned MediaScience to conduct a qualitative research study on how brands, agencies, and publishers are evolving their approach to consumer privacy, as well as working with their internal and external partners to meet consumer privacy expectations.

Although Google postponed the deprecation of third-party cookies until 2024, stakeholders throughout the industry should be aware (and, perhaps, alarmed) that the market has already lost approximately 50-60% of the signal fidelity . . .