The IAB released its State of Data Report for 2024, which focuses on how the digital advertising industry is tackling data evolution. This year’s study reveals how the shift to a privacy-first approach has had a lasting impact on the availability of high-quality data, and as a result, significant organizational shifts are taking place. CM sister pub AdMonsters examines the study’s key insights and recommendations for moving forward.
“This year’s study reveals that the digital advertising industry has acknowledged the lasting impact of data privacy changes and signal loss, but these have magnified measurement and addressability issues,” writes Admonsters‘ Andrew Byrd. “Consequently, the current state of data has made significant organizational changes, including hiring experts, training staff, forming specialized teams, enhancing legal and technological capabilities, and revising advertising strategies to adapt to the altered addressability, measurement, and overall landscape of digital advertising.”
Coverage in Admonsters explores the insights on third-party-cookie deprecation, diminished data quality and IAB’s recommendations.
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