Privacy, identity, transparency, sustainability… In the current context of uncertainties and with a new generation of advertising industry, brands face new and complex challenges to make their campaigns profitable: from profound technological changes to new regulations, and that is in a complicated economic scenario and a strong competition in the market where hyper-connectivity and multiple channels make it difficult to know and follow users. Meanwhile, the adtech sector is already mobilizing the innovation machinery and preparing to strengthen new alliances to accompany brands on this journey of transformation in the advertising industry; These include a new advertising scenario without third-party cookies, which have so far been the most common model for identifying users on the Internet.
«Everything indicates that different alternatives to third-party cookies will emerge in each market; Even the new models could add more value than these, also focusing on audience control, transparency and privacy“, he assured Sergio Martín, Country Manager of Iberia de adjust, Global, independent and integrated advertising company for modern marketing. This company has clients in more than 25 countries and has provided brands with breakthrough technologies that allow them to manage all stages of campaign activation and analysis to maximize their results and maximize their advertising investments.
Within this transformation framework, the Adform manager has revealed some secrets to maximize the results of advertising campaigns; has highlighted that “Success lies with innovative companies that anticipate challenges and preferably work hand in hand with technological platforms with extensive experience to successfully complete the processes. There are many challenges, but also opportunities“.
What are the keys to understanding the role of innovation in this transformation?
The relevance of advertising technology
The complicated economic environment is causing tensions in many industries, but also in advertising, which is entering an environment of change, with new regulations and technologies directly impacting company results. Confidence in the role of ad technology becomes even more relevant in this scenario for both advertisers and media. The trend is also that the relevance of advertising technology is increasing as the industry demands more innovation in aspects such as transparency or identity after the disappearance of third-party cookies.
Budgets, profitability and new solutions without cookies
Companies are expected to invest in innovation once macroeconomic pressures ease. The horizon that marks the disappearance of third-party cookies is getting closer and alternative solutions are needed that allow the user to be identified in a different way than before.
There is some relaxation from some major promoters and advertisers who still don’t believe cookies are going to end, and this poses a problem as it limits their willingness to innovate and prepare for new events in an appropriate manner.
There will be no universal solution to replacing cookies
Many companies are still looking for a universal solution to replace cookies. However, “there will not be a global solution, nor a solution that adapts to all needs and all markets.” Industry responses will be independent and, in some cases, local. Efficient solutions are emerging, but there is no one-size-fits-all solution in sight,” says the Adform manager.
Measurement of results and attribution of conversions
The disappearance of cookies will impact aspects as important as measuring campaign results and attribution of conversions. The problem is that brands that don’t know their user base are unable to determine the reach of their audience or the incremental impact of switching from one channel to another. “We are currently in a good position to measure and monitor traditional programming channels, but it remains to be seen what will happen with ’emerging channels’ such as Connected Television (CTV) and DOOH.” Aspects such as visibility, fraud prevention and campaign tracking in new channels ” are standardized quite quickly.” The focus could be on increasing the level of standardization and accreditation, among other things, comments Sergio Martín.
Other challenges for brand innovations: sustainability
Sustainability is already part of the advertising management debate. More and more brands are thinking about finding suppliers with a proven track record of trust in sustainability: which ones use renewable energy? How to verify that the selected support is accredited in terms of transparency, ethics and sustainability?
Carbon neutrality and business ethics standards are becoming increasingly important for brands, and most of the ad tech companies they work and collaborate with already have sustainability policies in place.