Advertising has always been a balancing act among the needs of three primary constituencies: advertisers, publishers and consumers. But industry practices over the last two decades have thrown the balance off, driving consumers away.
Three major forces - privacy legislation, 3rd party cookie degradation and the rise of 'walled garden' ad environments are a byproduct of this imbalance and will shape the immediate future of advertising.
Advertisers must reorient their ad efforts using a lens of relationship intimacy to dictate audience targeting and personalization strategies and focus on value delivery to consumers in the ad experiences themselves. Expectations:
- First- and second-party data investments will supplant third-party data
- The cookie will be replaced by a privacy-compliant identify infrastructure
- Advertisers will accept gated data access but not a world of many walls
Now is the time to right the balance among advertisers, publishers, and consumers. People may say that they hate advertising, but according to Forrester research, 42% of surveyed consumers say ads are a good way to learn about new products. Rethink the ways in which you present your products, services, and even your voice.