The Year of Identity (in the AdTech industry)

The adtech industry is undergoing significant changes due to new privacy regulations that aim to eliminate or reduce the use of cookies for targeted advertising. While some predictions made a year ago have proven accurate, such as the shift towards first-party data collection and contextual targeting, other developments are still emerging. For instance, data cooperatives in the adtech industry are increasing due to consumer willingness to share more personal information, while AI and ML strategies continue to expand. Additionally, non-cookie-based IDs like ACR data from connected TVs are being used to measure the reach and audience quality of ad campaigns. As the world moves towards buy-side cross-platform control, advertisers need to become identity agnostic in 2023 to improve ad performance across the entire digital advertising ecosystem.