For years, companies have been collecting information almost without any strategy in place. As the amount of data continues to grow, the General Information Protection Regulation (GDPR) discussions also have developed around topics like Cambridge Analytica, causing a rethink. Most people are trying to gain more control over their own data – advertisers, agencies, marketers, tech providers and yes, the conclusion user. Advertisers, in particular, have regarded the competitive advantage in terms of customization and individualization. We can, therefore , get ready ourselves for a significantly intensified concentrate on the topics of data high quality, governance, analysis, and risk management just for 2019.
This is only the beginning because data ownership has ceased to be a niche issue. It is gaining proper importance. Advertisers have already started evaluating their own investments in ad machines or DSPs in addition to DMPs, which usually presents a new challenge for Adtech providers. Suddenly there are completely different necessity catalogs to integrate technologies directly into existing IT infrastructures.
What does this mean for companies in particular, who are already seeing contacting firms expand their presence within the advertising space? Well, only few advertising companies will be able to handle the entire campaign process in-house, in addition to looking after data ownership. Agencies will continue to keep play a very important role, from concentrating on groups, planning creativity, to clear reporting, they must live up to their altering role as value-adding partners.
The future of walled gardens as well as the need for a cross-platform identity
Privately, most of us have long been clients of the big international internet leaders – a fact that will only heighten as business models of the walled gardens expand. In many areas, these businesses already have a hegemonic position on the market, as vast amounts of data stream into walled gardens, but just a fraction comes out again. Transparency straight into processing, therefore , becomes a problem – the fact that “ no data” will get out is an issue for marketers. To take control, frequency and publicity must be managed in the best way feasible for the consumer – whether that’ ersus by the end customer, marketing, or with the publisher.
The way the walled gardens operate is reflected within the dwindling trust in the services offered. In the event that there’ s one thing we discovered in 2018, it’ s how the much talked about data control, thoroughly clean data handling, and reliable metrics aren’ t that far off. The particular fronts between the big tech gamers and the independent providers in all sectors have long since hardened. Therefore , it is all the more understandable that the demand alternatives is becoming louder. In advertising, it is ultimately the cross-platform consumer identity that allows tracking and individualized targeting of the user, even outside of the walled gardens. While a lot of basic work has gone into this subject this year, we at Adform anticipate the industry to go to market in 2019 with a real counterweight.
Ad creative will increasingly meet up with adtech
The biggest concern in programmatic is that we can perform all this great targeting and finish up delivering the same boring banner for all users. All you have to do is browse around the creatives submitted to Cannes Lions to see what’ s feasible in this area. The barriers to creativeness are mostly in human heads. The particular technology is already there; it is the effectiveness of using it and thus human-machine cooperation and interfaces – what we contact artificial intelligence (AI) nowadays.
The speed of delivery plus personalization of content will increase within 2019. After all, a banner much more than its click-through rate! Powerful advertising media that addresses every single user in a personalized way will certainly increasingly liberate us from the exact same boring banner used in programmatic within the coming year. Online we no more have weeks, days or hrs, the user is now in a time-specific circumstance and we can reach them with a particular message at the moment. The technology can there be to tell us exactly when this particular moment is, and how an user could be identified and targeted at that specific moment. We just have to be reactive, adjusting the creatives and components accordingly to a multitude of different situations. Of course , this takes time, however the cost benefits are there and perform a critical role in the road in order to optimizing and automating processes for that benefit of the consumer’ s encounter.
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