Targeting & measurement: The story so far
Across browsers and in-app environments, third-party identifiers are being phased out and the digital ad industry is recalibrating how to effectively target and measure audiences online. Get up-to-speed on what’s happened so far, why targeting and measurement frameworks are changing and what the loss of identifiers such as third-party cookies mean for the future of digital advertising.
Understanding the targeting & measurement ecosystem
Linked audiences
Linked audiences relate to strategies where publisher and advertiser audiences can be directly linked using an identifier at a 1:1 level
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Unlinked audiences
Unlinked audiences relate to targeting strategies where there is no ability to directly link a publisher's audience to the advertiser’s audience
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Browser / Operating System-Linked audiences
Find out more about environments where a browser or operating system links a publisher and advertiser data
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Directory of targeting & measurement tools
Delve into the main targeting and measurement products that are currently in the market. Use this directory to find out more about what’s on offer from IAB UK members, as well as who you should get in touch with.
Cookieless checklist for advertisers
We’ve worked with law firm Bird & Bird to create a checklist of questions advertisers and agencies should ask prospective vendors when it comes to selecting cookieless technology
What's next? Targeting & measurement FAQs
How do you find the strategy that’s right for you? What’s IAB UK doing? And what are regulators saying? In this Q&A, we answer questions and provide further resources to help support your business.