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Advertisers See Data Privacy, Ad Tracking As Top Challenges

The findings of the Interactive Advertising (IAB) report show that data privacy and ad tracking were their top challenges in 2021 for media buyers.

Some 41% of media buyers do not know if those with an interest in a privacy and ad-tracking strategy have a clear understanding of the implications they will face once cookies and identifiers are terminated or blocked.

Some 37% believe they need more first-party data to become successful, and 28% have not figured out cross-media measurement yet and are burning through budgets to get there. Even 17% said they do not have an antiquate ecommerce cite.

Source: IAB 2021: Media Buyers Focus On Performance, View Data Privacy, Ad Tracking As Top Challenges 12/23/2020