How technology is changing the advertising industry

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Toby Melville/Reuters

  • Technology has changed the advertising industry.

  • Ad tracking and changing consumer habits are fueling new businesses and forcing advertisers to scramble to keep up.

  • Here’s a breakdown of Insider’s coverage of how ad buyers and sellers are affected.

  • See more stories on Insider’s business page.

The advertising industry is going through big changes as technology alters consumer habits and where and how marketers reach them.

Apple and from google the phasing out of third-party cookies threatens to disrupt long-standing advertising targeting practices. the TV streaming acceleration and online shopping fueled new ad sellers.

These trends have fueled new agencies specializing in digital advertising and led to a wave of offers and investment in ad technology companies.

Here’s a roundup of Insider’s coverage of how these trends are impacting the biggest buyers and sellers of advertising, including WPP, OmnicomGoogle and Amazon.

Crackdown on ad tracking is changing advertising

Targeting changes are forcing advertisers to find new ways to reach consumers. Google and Apple sent shockwaves through the ad industry when they announced changes that would end longstanding ad targeting practices in the face of pro-privacy regulations.

These moves have led marketers, their agencies, and ad tech companies like LiveRamp and The Trade Desk to scramble to find workarounds.

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Marketing meets technology

Mars Inc M&Ms

Employees work at the Mars Chocolate France chocolate factory in Haguenau. Vincent Kessler/Reuters

Companies are finding new ways to zap ads from people by building local tools, using targeted ads, or acquiring ad tech and martech companies.

Brands like Anheuser Busch, MarchP&G and L’Oreal are scrambling to collect consumer data as platforms crack down on ad targeting and e-commerce accelerates.

And experts across the industry are scrambling to find a way to replace longstanding ad targeting practices that are being phased out.

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Adtech is hot again

Although advertisers have cut spending during the economic downturn, the rise of streaming TV and online shopping has benefited adtech companies that connect ad buyers and sellers and solve advertising and marketing challenges.

Investors are pouring money into companies like TVision DoubleVerify that solve digital advertising problems. Other companies go public like Wall Street falls in love with adtech again. Email marketing is getting a makeover as a reliable way to target consumers.

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Advertising agencies are disrupted

As established holding companies scramble to adapt to the digital shift, new advertising firms focused on digital specialties and armed with new private equity funds threaten to take their place.

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Retailers seek a slice of the advertising pie

Instacart Shopper Car

Instacart adds 30-minute delivery. instagram

A new set of businesses see an opportunity in advertising sales, including food delivery companies, online retailers and brick-and-mortar grocers. They hope to replicate the success of Amazonwhich accounted for 10.3% of the US digital advertising market in 2020 and competes with Google and Facebook for advertising budgets.

Read the original article at Business Intern

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