It’s a new world for technology— privacy is no longer optional.
The Trade Desk grows into an industry power role, Nike buys a second analytics firm, the illusion of ad tech’s fast-paced environment, and who is winning at data privacy-first advertising strategies.
Privacy is no longer an option for brands but rather a selling point to consumers. Consumer privacy concerns have influenced governments to take action and tech-giants like Google, Apple, and Facebook to change their business tactics. These major shifts are testing a brand’s ability to see these industry changes as opportunities instead of challenges.
The Trade Desk continues to exceed industry expectations as it grew its Q2 revenue by 42% year over year. The company has been named an inaugural partner as Amazon sets to open Fire TV inventory to programmatic demand. The Trade Desk is also looking to influence the supply-side of things to shape the infrastructure of RTB. These recent developments among other things have brought The Trade Desk into a power role of the industry.
The California governor, Gavin Newsom, has proposed a “data dividend” that would require tech firms to transfer wealth to residents for their information. But the process of consumers owning and getting paid for their data is easier said than done. That’s where health research comes in. An ophthalmologist and a university professor are working to “create a secure way for patients to share their data with researchers” which could easily translate to the tech industry down the line.
Nike has acquired its second analytics company Celect, in order to become more “insight-driven, data-optimized and hyperfocused on consumer behavior” as demand grows. The company isn’t the only retailer acquiring mar tech solutions. McDonald’s and Walmart have both invested in other digital platforms as well.
The ad tech industry is easy to associate with a fast-paced environment. But when you take a deeper look into the industry, you’ll find no overnight successes. The fundamentals of ad tech such as native advertising and programmatic were developed over the years before becoming popular among marketers.
For better or for worse, privacy-first strategies are changing ad tech. This approach is bound to cause significant change in the industry that can go one of two ways. Things like contextual advertising, authenticated consent ad buys, and scaled long-in strategies will thrive in this new environment, while real-time bidding and third-party cookie tracking will be left behind.
Digital out-of-home is the modern, upgraded version of your average static billboard. DOOH gives marketers the opportunity to target consumers anywhere— city streets, elevators, taxis, and the list goes on. Hannah Thompson, Programmatic Account Director at Tug, shares some key tips to find success with DOOH.
Linear TV audiences are slowly declining, but demand is still high making prices sky-rocket. Advertisers are willing to put up with inflated prices for now— given that they’re still able to reach audiences at mass— but as ratings continue to drop they’ll begin to seek alternatives.