As the digital ad industry continues to suffer from signal loss and the evolution of state-level privacy legislation, the demand for privacy-preserving technology that enables critical, data-driven advertising has never been greater.
As part of our sixth annual State of Data initiative, IAB has commissioned Ipsos to examine how data clean rooms (DCRs) and other privacy-preserving technology, including customer data platforms (CDPs), consent management platforms (CMPs), data management platforms (DMPs), and identity solutions are being managed and activated.
A survey of 200 data decision-makers at brands, agencies and publishers, and 20 in-depth interviews reveals that although some companies leverage the capabilities that DCRs offer beyond privacy, most are not using the advanced measurement capabilities. In fact, most data leaders are only scratching the surface with their current use of DCRs.
This report provides 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. For key findings – including a list of five things you need to know – and detailed insights, download the report.