Programmatic Advertising Trends Shaping the Digital Industry
It is clear that despite the changes in privacy laws and the decline of cookies, programmatic advertising is here to stay. However, for marketers who want to keep reaping the benefits of this amazing advertising technology, it has become imperative to keep up with the current trends.
That’s exactly what this article is about. We will cover some of the most significant trends surrounding programmatic advertising.
The European Union introduced the General Data Protection Regulation or GDPR in 2016. The legislation is aimed at protecting the online privacy of individuals. In 2018, the USA introduced its version of GDPR, known as the California Privacy Act. Since then, many countries have introduced laws that prohibit or heavily restrict the collection and use of third-party data.
These legal frameworks all prevent the tracking of online user data without getting clear consent from the user. Major tech companies like Apple, Firefox, and Google have stopped supporting third-party cookies in their devices and browsers, and the trend is expected to continue.
For programmatic advertising, these developments all point in the same direction- the use of first-party data solutions. There have been some attempts to facilitate the same, like Google’s now defunct Federated Learning Of Cohorts (FLoC) and Interactive Advertising Bureau’s DigiTrust service, but they have not seen a lot of success.
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