The ad tech industry felt the effects of the pandemic due to global recession and local disruptions. To understand what to expect in the coming year, eight industry leaders gave their insights. Privacy and data were major concerns, with Google and Apple making changes to their data collection policies. 2021 will be a year of trust and transparency, with new formats such as CTV, DOOH, audio programmatic ads, and interactive ad units. Companies need to think carefully when choosing a platform to work with, taking into account privacy, technical capabilities, inventory, and transparency.
The experts emphasized the need for unified solutions that work for the industry, and a uniform solution is expected by the end of 2021. The death of the cookie is pushing for a focus on innovation, with machine-learning and automation in user acquisition accelerating in adoption. Brands and ad networks need to adapt their strategies to the new reality, and to tailor their strategies to still be able to effectively approach and acquire customers.
In 2021, companies should pay attention to the rising star formats and compile a unique puzzle from the offerings available on the market. It is important to remember that users expect strong actions from brands and tech providers worldwide, and trust is a prerequisite for effectiveness in digital advertising.
Eight Ad Tech Innovators' Hopes and Expectations for 2021
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