The Future of Digital Advertising is Here.
The future of digital advertising is a first-party data and audience game. And it's here - whether organizations are ready for it or not.
Alec Haase
November 3, 2022
4 minutes
The Shift from Pixel-Based Tracking to CAPIs
Digital Publishers like Bloomberg have shut off third-party advertising platforms (ex. Taboola) in favor of in-house publisher advertising solutions that rely on their first-party audiences. It won't be any surprise when the dominoes continue to fall and many more publishers soon follow suit. These private walled gardens will turn to proprietary audience activation and data clean room solutions to offer advertisers access to their soon-to-be treasure troves of customer data.
The reason we chose to make this investment is because consumers, platforms and regulators are all indicating that the way we’ve typically done business in online advertising is not the way we are going to do it in the future.
Julia Beizer
Chief Digital Officer
•
Bloomberg
Third-Party Data Marketplaces like Liveramp are evolving their product positioning and offerings to rely on first-party data. These organizations that once dominated the customer data world thanks to their massive stores of third-party data are pushing to evolve in fear of losing relevance to the changing tides of the advertising ecosystem.
Companies like AWS and Snowflake.. are much better suited to manage first-party data and allow for secure collaboration. Eventually, as they innovate and evolve, they will make companies like LiveRamp irrelevant.
Nancy Marzouk
CEO
•
MediaWallah
Customer Data = Success
As we enter this new era of digital advertising, customer data infrastructures will become the arteries of the modern digital organization. The ability to capture, store, model, and activate first-party customer data (in an efficient & privacy-compliant manner) will become a fundamental pillar that defines their future success. New market leaders will emerge, taking over the reins from those relying on legacy data infrastructures.
The Modern Customer Data Stack
With each headline coming out this week and in the weeks to come, I challenge you to think about if your organization is in a position to succeed in this new era of advertising.
The future of digital advertising is an audience game built on first-party customer data. And that future is here - whether organizations are ready for it or not.
