Curated News from MarTech on December 17, 2021
Looking to 2022, we’ve collected predictions from the world of adtech and performance to find out the big trends of the next 12 months in digital advertising.
From first-party data and retail media, to ad creative and upper-funnel campaigns, the list is dominated by the ongoing challenges created by Covid-19, changing views on privacy, and a talent gap.
“Over the last decade, the industry has become over-reliant on high-volume and high-recency signals. This was an age signified by hyper-personalised Real Time Bidding (RTB) and third-party audience data availability. However, we’re now seeing the tide turn back towards longer horizon data points, which are lower volume and lower recency. Brand Impact Studies and Media Mix Modelling will gain importance, largely due to the imminent demise of the third-party cookie, and I expect we’ll see the impact of this measurement shift in 2022 and beyond…