"Advertisers show the least expertise, while ad tech companies and agencies are most likely to report advanced or expert knowledge in their business, advertisers are lacking people with this expertise beyond familiarity. The report reveals that although nearly 9 in 10 respondents are at least somewhat familiar with addressability, true expertise remains concentrated in ad tech companies and agencies, with advertisers displaying notable knowledge gaps."
"Cross-platform data access is the top industry challenge (68%), followed by privacy regulations and signal loss from cookie deprecation . Standardisation is a clear and urgent need, with respondents citing inconsistent frameworks and fragmented practices across platforms and markets."
"The findings show real progress, but they also highlight that many organisations, particularly brands, still need deeper support to assess and implement addressability and measurement solutions with confidence. Ensuring the industry moves forward together will require strong education, clearer guidance, and alignment on standards."
Advertisers show the least expertise in addressability and measurement, while ad tech companies and agencies most often report advanced or expert knowledge. Nearly nine in ten respondents are at least somewhat familiar with addressability, but true expertise remains concentrated in ad tech companies and agencies and advertisers display notable knowledge gaps. Cross-platform data access is the top industry challenge (68%), followed by privacy regulations and signal loss from cookie deprecation. Standardisation is urgent due to inconsistent frameworks and fragmented practices across platforms and markets. More than half of organisations are adopting or testing Data Clean Rooms and Unified ID solutions. Contextual data, seller-defined audiences, and customer match (36%) show strong uptake. Over 70% report high familiarity with privacy-first measurement, yet attribution without cookies and lack of standardisation remain barriers. Strong education, clearer guidance, and alignment on standards are required to support confident implementation.
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