ADVERTISING BUDGETS ARE SHIFTING DUE TO PRIVACY LEGISLATION, SIGNAL LOSS, IAB FINDS

Summary from the TLDR Marketing newsletter

90% of ad buyers are shifting personalization tactics as a result of increased privacy legislation and signal loss, with ad budgets increasingly allocated to channels that leverage first-party data, such as CTV, retail media, and social media. One challenge marketers are likely to face as they focus more on first-party data is a lack of interoperability between these channels, which makes it harder to assess effectiveness.