Grego Martinez, svp of product at Seedtag
The ongoing march toward comprehensive privacy regulation in the U.S. is not an endpoint but a gateway to new opportunities for innovative technologies.
A combination of contextual advertising, privacy initiatives, first-party data and alternative IDs will likely form the backbone of future digital marketing strategies. While the exact structure of the future ecosystem remains uncertain, it’s clear that the industry is headed toward a bridge made of diverse, privacy-first approaches.
With consent front and center, advertisers and publishers will need strong value props to maintain and grow revenue
Clean rooms will become indispensable — particularly in regions with stringent data protection regulations like GDPR. These environments allow advertisers to use aggregated data without compromising individual privacy. Moreover, the value of supply-side data will skyrocket. Every piece of information from a publisher will be crucial, underscoring the importance of first-party data collection. As deterministic data becomes less accessible, predictive bidding will rise in relevance, transforming how advertisers approach audience targeting and engagement.
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