IAB: Marketers Misunderstand Cookieless Measurement, Unprepared For ‘Blackout’ (mediapost.com)

Measurement is one of the industry’s biggest challenges. The IAB State of Data 2022 report released Tuesday reveals that many executives are less prepared for the deprecation of third-party cookies than first believed, and there is a great deal of work to be done to mitigate the risks to revenue, brand visibility, and customer relationship management.

The IAB called on the industry to form universal measurement standards during the company’s annual leadership study, citing Meta’s $10 billion revenue hit based on changes in privacy standards.

The data concludes that advertisers “are on the brink of losing their ability to measure advertising campaigns.” As the industry’s sense of preparedness grows, implementations have made little progress.
more at: https://www.mediapost.com/publications/article/371014/iab-marketers-misunderstand-cookieless-measuremen.html

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