The Ozone Project's CEO, Damon Reeve, shares his views for the year ahead on consumer data and privacy in adtech...
Wednesday 4th December 2019 - first published on Performancein
As we move swiftly towards the 2020s, a slew of economic data is pointing towards a slower economy in the UK and the threat of wider recession. As marketing budgets tend to be threatened first, there can be no doubt that these shifting forces will be felt right across the digital advertising sector in the year ahead.
2020 will also see the continued battle between browsers and audience tracking. The threat to the third-party cookie from Apple’s ITP and the ICO’s guidance will hugely impact addressability within the digital market. When combined with a renewed focused from agencies and advertisers on digital advertising ROI, we should expect a major shift in their reliance on traditional ad tech metrics to assess campaigns in favour of marketing effectiveness measures that can gauge real success.
A greater focus on effectiveness will put transparency and quality firmly in the advertiser spotlight and will drive increased spend to premium publishers. With agencies entering a ‘resource crunch’, ease of use, access and scale will be important drivers for publishers seeking to capture this increased spend.
For agencies, their own economic models will continue to be challenged and as a result, they will carefully look to remove unnecessary costs from their business. It’s likely we will see a role reversal from agencies managing activity ‘in-house’ to investing more time and effort with managed services who can deliver the results on their behalf.
