ATW 98: This Is What Ad Tech Looks Like in 2020 & Beyond

Picture of Melina Panitsidis

by Melina Panitsidis on December 19, 2019 - 2 minute read


One last ad tech roundup of the decade!

Pandora tests out interactive voice ads, the difference between CCPA and GDPR, predictions on how privacy plays a role in the industry in 2020, why marketers are ditching DMPs, the key elements of customer data privacy, and how brands and publishers are taking control of their tech stacks.

PS— we’ll be MIA the next two weeks to enjoy the holidays and ring in the new year with friends and family. Don’t worry, we’ll be back with more ad tech news and insights in the new year! 🎉

Pandora Launches Interactive Voice Ads

The rise of digital assistants has led Pandora to start testing interactive voice ads. The new ad format gives listeners the choice to respond back to an ad after listening to learn more. Some brands testing these voice ads include Unilever, Comcast, and Nestlé.

Think the CCPA Is Just GDPR 2.0? Think Again

40% of businesses have yet to start preparing for the CCPA with less than a month left before the legislation goes into effect. The reason? Many businesses believe that since they’ve adopted data protection measures after GDPR, that they are compliant with the CCPA. While both regulations have a lot in common, there are some differences that should be considered.

Predictions 2020: Privacy

Privacy was a major topic in the ad tech industry in 2019 and will remain important in 2020. Thought leaders in the industry share their predictions for how privacy will play a role in the new year.  

Oversold And Overpromised: Marketers Move Away From DMPs

Marketers were once excited about what DMPs could do for them, but many are starting to ditch them altogether. According to many marketers, DMPs aren’t delivering on what was promised and overall have poor match rates, bad integrations, and are disconnected from paid media.

5 Key Elements of Customer Data Privacy

Data breaches from big tech companies like Facebook and Dropbox have given consumers a reason to be concerned about their data privacy online. Maintaining consumer trust is at an all time high. Communicating, limiting data access, and investigating cyber security are some things businesses can do to maintain that trust.

2019: The Year Brands And Publishers Began Taking Control Of Their Tech Stacks

In 2019, brands and publishers made strides to stop relying on tech platforms. Some brands like Nike, acquired technology that gives them more control over their own first-party data, while publishers like The Washington Post launched its own ad network to gain control over ad buying.

2020 & Beyond: What’s Next for Video Advertising?

With video advertising gaining so much traction in 2019, members of the IAB UK’s Video Steering Group share their predictions for video in 2020. They share their thoughts on challenges facing the ad format, developments they’re excited for, and what trends they think will disrupt video in the new year.