Adtech and advertising data

Advertising data is powerful and heavily scrutinised, and the ground is shifting as identifiers are deprecated. This guide covers adtech and advertising data and how to source it responsibly.

Available across the EU. DataSupplier sources and delivers this data in all 27 European Union countries — including Germany, France, Spain, Italy, the Netherlands and Poland — and across the EEA, in the format and cadence you need.

Why advertising data is changing

Privacy rules and the deprecation of third-party identifiers are reshaping advertising data. The shift is toward consented, first-party and aggregated approaches, which changes what can be sourced and used.

The advertising data landscape

• Audience and segments: aggregated audience data.
• Campaign and performance: spend and outcome data.
• Market and competitive: advertising-market intelligence.
• Context: contextual signals replacing identifier-based targeting.

The privacy reality

Much advertising data derives from individuals and depends on consent under the GDPR and ePrivacy rules. As identifiers fade, aggregated and contextual data and privacy-preserving techniques are becoming the compliant core.

Common use cases

Market and competitive intelligence, media planning and measurement, audience understanding, and effectiveness analysis, increasingly at aggregate level.

Sourcing considerations

Provenance and consent basis are central, and methodology and representativeness vary. Prefer aggregated and consented data, and document the basis.

In a managed model

A managed partner can source advertising and market data with a clear consent basis and provenance, favouring aggregated and contextual forms.

The shift away from third-party identifiers

Privacy rules and the deprecation of third-party identifiers are reshaping advertising data toward consented, first-party, aggregated and contextual approaches. Much ad data derives from individuals and depends on consent under the GDPR and ePrivacy, so as identifiers fade, aggregated and contextual data and privacy-preserving techniques become the compliant core.

Provenance and method

Provenance and the consent basis are central, and methodology and representativeness vary between sources. Prefer aggregated and consented data, document the basis, and treat market and audience data as something to verify rather than take at face value.

Sources & further reading

• EUR-Lex: Regulation (EU) 2016/679 (GDPR) and ePrivacy Directive.
• European Data Protection Board: guidance on advertising and consent.
• IAB Europe: transparency and consent frameworks.
• Industry analyses of identifier deprecation.