{
  "docId": "019dd923-5e87-7479-8208-4d8db59d6593",
  "docSlug": "f65935f61924cbcf",
  "documentTitle": "IAB State of Data 2023",
  "authorId": "IPSOS",
  "authorName": "IAB",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "industry_analyst",
  "sourceTypeLabel": "Industry analyst",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 5,
  "pageCount": 47,
  "prevPage": 4,
  "nextPage": 6,
  "slideType": "executive_summary",
  "function": "summarize",
  "density": "overcrowded",
  "nDataPoints": 9,
  "notes": "The slide uses a two-column layout with numbered headers to contrast the value proposition against the implementation challenges.",
  "elementsJson": [
    "headline_text",
    "numbered_list",
    "bullet_list",
    "logo_grid"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e87-7479-8208-4d8db59d6593/5",
  "deckHref": "/decks/019dd923-5e87-7479-8208-4d8db59d6593",
  "deckJsonHref": "/decks/019dd923-5e87-7479-8208-4d8db59d6593.json",
  "deckAnchorHref": "/decks/019dd923-5e87-7479-8208-4d8db59d6593#slide-5",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "The increased use of DCRs suggests clear marketplace value in an evolving privacy-centric portfolio. But the industry has not tapped into the technology’s full potential.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-2300-70cc-b42c-17adb52e6a5f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.41,
        "x": 0.06,
        "y": 0.35
      },
      "kind": "list",
      "text": "Two-thirds (64%) of companies leveraging privacy-preserving technology are using DCRs. This increases to 85% when including those that are considering the technology. Most companies use the technology for vital tasks including privacy protection and controls, match rates, and interoperability.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1ec5ec7d-8e0d-49a6-9100-bd98dd252aba",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.45,
        "x": 0.51,
        "y": 0.18
      },
      "kind": "list",
      "text": "2. DCR adoption is not turnkey. Onboarding and activation require significant investment in time, money, and human capital.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3d191391-e21e-4a5e-8a88-3cce05dabf01",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.41,
        "x": 0.55,
        "y": 0.7
      },
      "kind": "list",
      "text": "This creates an unfair market disadvantage for small agencies, brands, and publishers that don't have the resources to meet these investments.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6544c059-e2ef-48eb-b244-4e1f97ea7aa5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.45,
        "x": 0.02,
        "y": 0.18
      },
      "kind": "list",
      "text": "1. The increased use of DCRs suggests clear marketplace value in an evolving privacy-centric portfolio. But the industry has not tapped into the technology's full potential.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "75e9cfbe-e2e0-4e27-bafa-d83c5eb516a3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.41,
        "x": 0.55,
        "y": 0.53
      },
      "kind": "list",
      "text": "Investment requires six-figure annual budgets: Nearly two-thirds (62%) of users spent a minimum of $200K on the technology in 2022, with a quarter (23%) spending upwards of $500K. A 29% increase is expected in 2023.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9d611344-82d7-4ea8-b275-46a74325ce2b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.41,
        "x": 0.55,
        "y": 0.35
      },
      "kind": "list",
      "text": "Nearly half of DCR users (49%) have six or more employees dedicated to the technology—nearly one-third (30%) have a minimum of 11 people.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a9d32652-a22c-48b4-aa16-3852981cd706",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.06,
        "w": 0.41,
        "x": 0.55,
        "y": 0.45
      },
      "kind": "list",
      "text": "Respondents cited time-frames of months to up to two years to get up and running with the technology.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "adc6957c-f3c3-436e-b353-6efdb3ed56a7",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.41,
        "x": 0.06,
        "y": 0.56
      },
      "kind": "list",
      "text": "Nearly half of DCR users are leveraging the technology for data privacy actions. However, each of the following advanced measurement functions are utilized by less than one-third of users: attribution, ROI/ROAS measurement, media or marketing mix modeling, propensity modeling, and predictive analysis.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d0d7fbef-c64c-4ba6-b1f5-4b2cb2fc57d5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "DCR adoption rate: 64%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-2300-70cc-b42c-1b7c5dd045e2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.23,
        "x": 0.02,
        "y": 0.03
      },
      "kind": "title",
      "text": "Executive Summary",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b16ce19e-a78e-46dd-9def-403a927bfed0",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 6,
      "from": 3,
      "beatId": "d1e81d3c-a821-40f4-8ad4-e46ef14af6d9",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Situation & Context",
      "beatSlug": "consultants-gambit-situation-context",
      "evidence": "The document provides an executive summary and key takeaways",
      "position": 0,
      "confidence": 0.8,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    }
  ],
  "loops": [
    {
      "to": 6,
      "from": 3,
      "name": "Logic Chain",
      "slug": "01-logic-chain",
      "bestFor": "Skeptical audiences, controversial recommendations, rigorous analysis",
      "matchId": "6aa517eb-5b88-4bf8-ad80-51c662782e4d",
      "evidence": "The document sets up a logical chain of information, starting with an executive summary",
      "position": 0,
      "objective": "Understand the current state of data and privacy-preserving technology",
      "structure": "Premise 1 (Accepted truth) -> Premise 2 (Observed fact) -> Therefore... (Inevitable conclusion)",
      "confidence": 0.7,
      "description": "Build an airtight chain of logic where each premise leads inevitably to the conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}