Three trends shaping the future of ad tech in the UK

Three trends shaping the future of ad tech in the UK

The marketing world has experienced an incredible degree of flux and evolution in the past few years, and trends are being expedited by the universal adoption of digital and the acceleration of digital consumption driven by the pandemic's work from home mandate.

The Covid pandemic was a powerful influence on consumer trends, again, accelerating existing movements towards a more values-led way of buying, and a desire for sustainable business. Millennials and Gen Z have already made their intentions clear and choose brands that represent their values, especially when it comes to environmentalism, diversity and so forth.

As a result, brands are being forced to ask challenging questions about the ways in which they deliver advertising and whether they currently do so in a sufficiently ethical way. This means having a high degree of transparency that explains where advertising spend is being committed, how much of it is ethical, how much is safe and how much respects customer privacy. All of these elements combine into the requirement for modern brands to be visible, values-led, sustainable and professional.

For brands that use programmatic advertising, digital decision-makers need to be aware as to how the market is changing and be primed to future-proof their marketing spend in three key areas - transparency, ethical data usage and privacy.

These areas are being widely touted as the holy grail for successful digital advertising in the future. Again, the pandemic has accelerated the move towards these key areas, forcing programmatic to evolve between 3-5 years faster than it was previously on course to achieve.?

What do these three areas mean?

Privacy

Brands, agencies and platforms must now work together quickly and effectively to create safe, private, reputable and values-led ecosystems that support the safety, privacy and overall experience of customers. This is even more vital with regulations toughening up across the world - extending beyond Europe and GDPR to new regulations in Asia Pacific.

Transparency means that customers want to know what online advertising is, what they are engaging with and what it supports. This means that ethical advertising will be the future, with customers keen to engage with advertising that has a purpose.

Data

Again, marketers must be ready to pivot their digital offerings, using data to underpin their decisions and tools such as AI to transform the approaches that they take.

How Threeps can help brands to be ready

Many brands are already investing in responsible advertising as part of their evolving programmatic advertising strategies. Threeps ticks all of the boxes for transparency, privacy, rich data and values-led marketing.

The system works by showing customers advertising - quality advertising that they want to see - and offering them the chance to donate to a cause that they care about in return for their time. Brands build their reputation in the market and show themselves to be ethical and authentic. Customers engage with the adverts for longer and are more likely to convert. The platform offers rich data, full programmatic capabilities and superb results for forward-thinking brands.?

Contact us to find out more about how we can help your brand to pivot into the new digital marketing world and make itself ready for success.

https://www.threeps.media/