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Consumer Privacy Challenges and Signal Loss Expected to Persist Past 2024: IAB

In a survey of 500 advertising experts at brands, agencies and publishers, the IAB found that 95% expected privacy legislation and signal loss to continue to challenge the ad ecosystem, not just in 2024 but beyond. Nearly 80% expect to see investment in data privacy expertise training. Ad budgets are shifting to CTV, retail media, search, and social networks. Increased reliance by advertisers on walled gardens will be bad news for smaller independent publishers.