The Future of Targeting & Measurement

With third-party identifiers becoming increasingly obsolete, what options do advertisers have when it comes to targeting and measuring their online audiences? We explore what’s happened to date and guide you through the strategies available

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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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Audience members

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

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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.

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.