The glass is half full for some publishers and half empty for others.
Yet another privacy scare is brought into the spotlight, publishers are voicing their concerns about Google to the US Justice Department, five things that will shape the advertising ecosystem, and how some publishers are dealing with Google’s decision to block cookies.
Clearview AI is a company that offers facial recognition services to law enforcement agencies in the US. The firm has an image library that is seven times larger than the FBI’s. With no strong policy in place to oversee and monitor such technologies, online privacy becomes even more threatening.
An antitrust investigation into Google has the US Justice Department asking publishers about the tech giant’s business practices. No information about these meetings have been shared but it’s likely these publishers took this opportunity to voice their concerns over Google’s control on digital content.
What will shape the next decade of the advertising ecosystem? Here are five big changes to look out for over the next ten years including 5G, performance marketing, and direct to consumer.
New privacy regulations and the blocking of cookies are a huge win for consumers, but has a lot of publishers concerned over revenue. Publishers have been looking for alternatives so their revenue isn’t impacted but some of their solutions like “fingerprinting” are also being blocked by browsers. Things like contextual advertising, adblock monetization, and first-party data should be areas of focus for publishers as they prepare for this industry shift.
Google is turning to the World Wide Web Consortium, a web standards group to find an alternative to cookies as it works towards blocking them completely over the next two years. The problem is that there aren’t many publishers and marketers involved in this group. If they want to influence outcomes, they’ll need to find ways to join the conversation.
Not all publishers are seeing blocked cookies as a concern. Some are seeing it as an opportunity to hone in on the value of their first-party data. They expect that advertisers will turn to them in the absence of third-party data which will give them more control.