Signal Lost, Privacy Found: Ad Tech's New Era

Ad Tech Insights

Ad Tech's "Great Reset"

The story: Digital advertising is going through a seismic shift with changes in addressability and privacy on the horizon. Anthony Katsur , CEO of IAB Tech Lab , has called for a “Great Reset” to navigate the looming loss of signals in 2024, driven by third-party cookie deprecation and the introduction of 谷歌 ’s Privacy Sandbox.?

Not only is Google shaking things up by introducing unprecedented changes to advertising transactions, but lawmakers are also calling for change across ad tech. Adapting to new privacy protocols will become a must, alongside monitoring and maintaining compliance with constantly evolving regulations -- seven more U.S. states have passed privacy legislation this year alone, with some of these laws enforceable as soon as January 2025.?

The takeaway: A “Great Reset” is ad tech’s necessary step for recalibrating strategies around identity, addressability, and data security. Privacy has become a priority as new regulations emerge, and more and more ways to mitigate signal loss are gaining traction -- including ID resolution platforms, contextual targeting, privacy-enhancing tech, and ID-less identity resolution solutions. While this era of change brings on challenges for many in the industry, ongoing efforts to improve documentation and create a more private Internet are net positives, making the Internet a better place. ?

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Extra Industry Insights

• Last December, IPG Mediabrands’ predicted that ad spend would experience 8.4% growth in 2024 -- a figure which is already expected to be surpassed.
• Magna has upped its forecast, predicting ad revenue will grow 9.2% this year, reaching $390B.
• Not all ad spend growth is due to 2024’s election, either; retailers and travel brands contribute to ad spend’s growth by 9%, auto by 6%, and social media advertising is expected to grow by 14%.
• Long-form streaming advertisements will grow 13%, reaching $10B, thanks in large part to Amazon Prime.
• Procter & Gamble’s CBO Marc S. Pritchard cites media investment as “...a revenue generator that can make markets bigger.”?

Kevel Catch Up

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Kevel has been certified as a Most Loved Workplaces? ?, backed by the research and analysis of Best Practice Institute (BPI), because of its dedication to being a people-first organization where vulnerability, authenticity and transparency are encouraged and valued. The Kevel team aims to build an environment where every employee feels respected, welcomed and heard.

Learn more about Kevel’s Most Loved Workplace? validation in our press release here or visit the Kevel company page on the Most Loved Workplace website here.?

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