Nicole LalevaThe digital advertising identity landscape is becoming increasingly difficult to navigate. Regulatory fragmentation across Europe, differing levels of market maturity, and the rapid emergence of both ID-based and ID-less approaches create a complex and often inconsistent environment. This makes it challenging for advertisers and publishers to understand which solutions apply to which use cases and how they fit together.
Against this backdrop, IAB Europe’s Addressability & Measurement Solution Map provides a much‑needed, comprehensive view of the solutions available across the full spectrum of digital advertising use cases, from planning and activation through to optimisation and infrastructure. Developed by our Addressability and Measurement Working Group, it also establishes clear definitions for each use case, giving the industry a shared reference point.
While some markets have produced localised mappings, this is the first initiative to deliver a truly pan‑European overview, helping the industry align around a common understanding in a rapidly evolving ecosystem. The map provides a structured, interactive overview of ID-based and ID-less solutions available across the European digital advertising ecosystem.
Interested in joining the Addressability & Measurement Working Group or learning more about our work? Contact our Digital Advertising Product Manager, Lucio Gagliardi, at gagliardi [at] iabeurope.eu to get involved.
