IAB Europe’s Adoption of Addressability & Measurement Solutions Report

Our first pan-European report on the Adoption of Addressability & Measurement Solutions offers a clear view of how advertisers, agencies, publishers, and tech providers are preparing for a privacy-first world. The report highlights strong momentum in testing and adopting new privacy-first tools, but also uncovers critical gaps that must be addressed for the industry to move forward together.

Key Findings From the Report

• 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.
  
• Cross-platform data access is the top industry challenge (68%), followed by privacy regulations (58%) and signal loss from cookie deprecation (48%).
  
• Standardisation is a clear and urgent need, with respondents citing inconsistent frameworks and fragmented practices across platforms and markets.
  
• More than 50% of organisations are adopting or testing Data Clean Rooms and Unified ID solutions, while contextual data (46%), seller-defined audiences (38%), and customer match (36%) also show strong uptake.
  
• Over 70% report high familiarity with privacy-first measurement, yet attribution without cookies (53%) and lack of standardisation (58%) each remain barriers for respondents.

The findings underscore an industry in transition, making progress, but still requiring more education, clearer guidance, and alignment to ensure every stakeholder can navigate identity, data, and measurement with confidence.

About the Study

Developed by IAB Europe’s Addressability & Measurement Working Group, the survey gathered responses from more than 79 advertisers, agencies, publishers, and technology providers across 27+ European markets.

Download the full report below.