{
  "docId": "019dd923-5de0-76bd-a166-aae2186c54db",
  "docSlug": "befa916e79996059",
  "documentTitle": "State of Data 2023",
  "authorId": "misc",
  "authorName": "IAB",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 11,
  "pageCount": 47,
  "prevPage": 10,
  "nextPage": 12,
  "slideType": "industry_trends",
  "function": "analyze_data",
  "density": "overcrowded",
  "nDataPoints": 10,
  "notes": "The slide highlights a contrast between DCRs (majority adoption in last 2 years) and legacy platforms (majority adoption 3+ years ago).",
  "elementsJson": [
    "headline_text",
    "paragraph",
    "bar_chart_grouped",
    "quote_block",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a166-aae2186c54db/11",
  "deckHref": "/decks/019dd923-5de0-76bd-a166-aae2186c54db",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a166-aae2186c54db.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a166-aae2186c54db#slide-11",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "While the majority (61%) of DCR adoption has occurred in the last 2 years, DMP, CDP, CMP, and identity-solution adoption mostly occurred over three years ago.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-f958-7718-9d89-efa82b64e39d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.65,
        "x": 0.33,
        "y": 0.2
      },
      "kind": "chart",
      "text": "Length of Technology Use",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f677f43c-6871-4d75-81da-9885224bccf6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Adoption recency: 61%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-f958-7718-9d89-f63744f27e35",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.25,
        "x": 0.02,
        "y": 0.18
      },
      "kind": "paragraph",
      "text": "While the majority (61%) of DCR adoption has occurred in the last 2 years, DMP, CDP, CMP, and identity-solution adoption mostly occurred over three years ago.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "11878323-70c1-4be7-9a30-2ca12c9c5c19",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.2,
        "x": 0.05,
        "y": 0.55
      },
      "kind": "quote",
      "text": "We are going to accelerate [DCR investment], we are going to double down. With the increase in privacy, it's going to be mandatory.",
      "attrs": null,
      "subkind": "testimonial",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b0ab84a9-2f4e-4e6e-8013-7cfcc3d07b25",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "We are going to accelerate [DCR investment], we are going to double down. With the increase in privacy, it's going to be mandatory. — C-Suite, Agency",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd951-f958-7718-9d89-f0d3007914da",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.45,
        "x": 0.13,
        "y": 0.93
      },
      "kind": "source-note",
      "text": "How long have you/your clients been using the following? Base: DCR users (n=129), Identity solution users (n=88), CMP users (n=71), CDP users (n=161), DMP users (n=151)",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a7db5e4a-fe6c-4eb0-b805-f2e04feb6fd2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.5,
        "x": 0.02,
        "y": 0.03
      },
      "kind": "title",
      "text": "DCR adoption has accelerated in the last two years",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "08d34207-6c3d-49e6-9a98-ce17e87be03b",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 15,
      "from": 8,
      "beatId": "492364fb-2c83-4826-96e1-91b3dfa6514f",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": "consultants-gambit-evidence-proof",
      "evidence": "The deck provides data and statistics on DCR adoption and usage",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}