IAB Warns Of Ad 'Measurement Blackout' Unless Industry Prepares For Loss Of Tracking Cookies

According to The Interactive Advertising Bureau (IAB) "State of Data 22" report, brands, agencies, and publishers "are on the brink of losing their ability to measure advertising campaigns" and have not prepared enough for the loss of a popular online audience tracking technology.

Google plans to follow other makers of web browsers by ending third-party cookies by the end of next year. Significant changes such as these have made target audience marketing advertising more difficult. Currently, 49% of brands and agencies said they are paying higher CPMs for Apple iOS devices, compared with only 30% of respondents who have seen higher costs for Android devices, the most popular device worldwide.