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.