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Although brands and publishers are building on their first-party data capabilities, the industry is largely unprepared for the signal loss that’s to come with the tightening of privacy regulations and the deprecation of third-party cookies. Those are the findings from the Interactive Advertising Bureau’s State of Data report 2022.
Besides the gulf in preparedness, marketers are overlooking potentially fertile ground by focusing on the known and authenticated audiences, rather than the unauthenticated. And when it comes to choosing a portfolio of alternative ID solutions, marketers are still testing the waters, while publishers are finding early success with seller-defined audiences.