This, in turn, has provided great opportunities for advertisers in the connected TV (CTV) space, especially when trying to reach millennial audiences.īy combining the viewability and impact of linear TV advertising with the precision targeting of digital, it’s no wonder CTV advertising has seen a huge rise in popularity – and we expect this to continue. This shift away from traditional (or ‘linear’) TV has led more and more people to cancel their existing cable TV contracts. With the global pandemic confining most of us to our homes throughout various lockdowns over recent years, we are now streaming more content than ever before. Because of this, we expect to see many more brands joining forces by forming strategic first-party data partnerships.Īdditionally, with the potential for much more intricate and nuanced agreements between advertisers and publishers, we could see agencies once again playing a more important role. The more data you have the better, so organizations such as Amazon, Google and global publishers will, of course, have a huge advantage. Since the third-party cookie began to crumble, many players in the industry have been renewing their focus on the value of the first-party user data they hold, and the ways in which it can be utilized. A focus on first-party dataĪs mentioned above, another alternative in the privacy-first future of advertising is the use of first-party data. S o we expect to see increasing investment plowed back into this tried-and-tested method. The best part is that it requires very little user data, which makes it easier for advertisers to comply with the necessary regulations. ![]() With ever-advancing AI technology able to recognize webpage and image content with increasing reliability, the relevance and accuracy that can be achieved through contextually targeted digital advertising has never been better. Sure, the big players can delve into their vast treasure troves of first-party data, but what about the majority of businesses out there that rely on third-party cookies to reach their audiences?Ĭontextual targeting is widely regarded to be one of the best alternatives. While Google may be delaying Chrome’s blocking of third-party cookies an extra year, the industry has accepted that adtech will never be the same again.Īdvertisers need to find new ways to target their audiences without gathering third-party personal data. In the face of these and other changes, the ability to be agile has never been so important advertisers, agencies, and publishers need to stay on top of the changing landscape if they are to succeed.Īnd so, to help you prepare for what may be on the horizon, we take a look at some of the ad tech trends we expect in the coming year. At the start of another uncertain year for digital advertising – and the world as a whole – what ad tech trends can we expect to see in 2022?įrom changing consumer habits shaped by the global pandemic through to the shifts in digital advertising brought on by the demise of the third-party cookie, there’s no doubt the ad industry is undergoing a transformation.
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