This is the seventh year that IAB releases annual research about the State of Data, which addresses the challenges and solutions we are collectively experiencing as an industry for all things data.

In past years, IAB’s State of Data Report highlighted the digital advertising industry’s lack of preparedness for data privacy changes and signal loss, which have significantly altered addressability, measurement, and digital advertising overall.

The newly released IAB State of Data Report 2024 presented during the IAB Measurement Leadership Summit 2024on March 14, now finds the industry fully recognizing the permanence of these challenges, leading to substantial organizational changes including hiring experts, training staff, forming specialized teams, enhancing legal and technological capabilities, and revising advertising strategies.

Watch our upcoming webinar, IAB State of Data Webinar: Adapting to New Norms of Privacy and Measurement on April 4, 2024, where industry experts will dive into how privacy regulations and technology shifts are reshaping the digital advertising landscape, the evolution of advertising metrics towards a more comprehensive measurement framework, and the push towards standardized success metrics amidst the industry’s $600B measurement challenge.

The IAB State of Data Report 2023 examined how data clean rooms (DCRs) and other privacy-preserving technology are being managed and activated. This report provided ad buyers and sellers, as well as providers of privacy-preserving technology, actionable insights regarding onboarding and adoption, use cases, challenges, and opportunities moving forward with DCRs and other privacy-preserving technology.

You can download these reports and previous ones below, view our town halls in video on demand (VOD), and find more information about the state of data on this page.

The collection and use of data to reach audiences and measure online advertising campaigns is central to powering the digital advertising ecosystem. The Measurement, Addressability & Data (MAD) Center aims to provide essential industry guidance and education on solutions amid changes in underlying technology, privacy regulations in a constantly evolving ecosystem.

Latest State of Data Reports

Previous State of Data Reports and Town Halls (VOD)

Measurement & Metrics

Data & Privacy