If you believe ads work (which I very much do), it is a moral issue to limit advertising to children. Adults can make up their own minds about HFSS products; children should not be influenced by advertising. However, advertisers need time to ensure they can comply with the latest regulations, have the information they need and be ready for the changes. Our industry already has enough challenges being thrown at it!
I also think the government needs to go further than limiting the ad industry. While this could have a positive impact, more needs to be done.
2022 has undoubtedly driven a shift in strategy due to new privacy measures. What advice would you give to brands navigating this new landscape?
The cluster of conversations around identity, data, and privacy has never been more prominent in the public eye and changing technological and regulatory frameworks, from GDPR to the end of cookies, are having and will continue to have real consequences for marketers. However, it’s time to take action and utilise the new solutions available because being caught up against the deadline of cookie-deprecation is not where a brand wants to be.
The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results.
Over and above that, the key to navigating this new landscape is ensuring that campaigns and strategies are fundamentally centred on providing personalised messaging. Take social strategies for example. Marketers need to ensure they’re tailoring their content and engaging with each individual consumer, as social platforms are where human connections are being made and brands need to tap into this. Of course, data is a key part of personalisation and so brands need to ensure they’re complying with the latest privacy measures to build trust and generate the insights to draw meaningful connections with consumers.
How do you predict the adtech industry will evolve in the next 18 months?
If the last few years are anything to go by, predicting how the adtech industry will evolve in the next 18 months is hard. There are so many external factors that could potentially disrupt the market and the industry – whether that’s due to health, economics, supply chain, energy, social protest, or something else – it can feel like the only certainty now is that we just don’t know what the mood and sentiment will be in even six months’ time.
However, what I can predict is that we will start to see real change happen, rather than just being talked about within the industry! There will likely be a greater focus on measurement in a post-cookie world, and we’ll see marketers investing more resources in cookieless strategies and environments, particularly on social and CTV channels.