Observed Signal · Oct 15, 2026 · Market Signal · Source: IAB Europe · Impact: 2/5
Recent Reports Concerning a TCF Vendor, Discover-Tech
IAB Europe is aware of Citizen Lab’s and Confiant’s recent publications concerning Discover-Tech, a […]
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New IAB Europe Report Reveals AdTech Adoption Trends
IAB Europe released the first Pan-European Report on the Adoption of Addressability & Measurement Solutions, outlining how advertisers, agencies, publishers, and technology providers across Europe are navigating a privacy-first digital ecosystem. Derived from responses by more than 79 participants across 27+ markets, the study finds that nearly 90% are at least somewhat familiar with addressability, but true expertise remains concentrated in ad tech firms and agencies, with advertisers showing knowledge gaps. Cross-platform data access (68%) is the top industry challenge, followed by privacy regulations and signal loss from cookie deprecation. Over 50% of organisations are adopting or testing Data Clean Rooms and Unified ID solutions, with contextual data, seller-defined audiences, and customer match (36%) also gaining traction. More than 70% report high familiarity with privacy-first measurement, though attribution without cookies and lack of standardisation remain barriers. Quotes from industry leaders emphasize education, guidance, and standards to advance the ecosystem.
The Great Debate: CTV 2026 - Agenda Revealed and First Speakers Announced!
Measurement, broadcaster perspectives and the future of CTV planning are up for debate! Explore the agenda and join us in […]
Guest Member Blog Post: Rethinking Risk in News: Driving Performance Without Compromising Suitability with IAS
In this blog post, Nick Welch, Senior Director, Programmatic and Sell-side Development, EMEA, Integral Ad Science explores why advertisers …
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