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Advertisers And Publishers Must Adapt Their Priorities To Seize 2020’S Opportunities

Justin Choi Dec 20, 2019

Frequently Asked Questions

Why must advertisers and publishers adapt their priorities for 2020?

The industry is being reshaped not only by technology but increasingly by privacy regulations and intense competition among major tech companies. These forces change how data, reach and monetization work — forcing advertisers and publishers to adjust strategies to remain effective.

How are privacy regulations influencing the advertising marketplace?

Privacy regulations constrain how user data can be collected and used, which affects targeting, measurement and cross-platform identity solutions. That creates a need for new approaches to reach and measure audiences while complying with evolving rules.

What opportunities do marketplace shifts create?

Marketplace shifts force companies to sharpen offerings: focusing on first-party data, improved creative and contextual solutions, and partnerships that preserve scale and measurement. These adjustments can lead to more trusted, effective advertising models.

Where was this article originally published?

This piece was originally published on AdExchanger (AdExchanger | December 20, 2019).

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Original Article

Advertisers And Publishers Must Adapt Their Priorities To Seize 2020’S Opportunities

AdExchanger | December 20, 2019

AdExchanger | December 20, 2019 - The pace of change in advertising is accelerating, but technology is no longer the sole driver.

Instead, privacy regulations and heated competition among the tech giants are fueling today’s major marketplace shifts, creating complicated dynamics throughout the industry.

These challenges will be an opportunity for advertisers and publishers to sharpen up in 2020.