Did 2020 predictions for adtech come true? | Analysis
Video header bidding New measurement approaches Greater power for big tech Several of the predictions were interlinked: data-privacy regulation requires consent-management frameworks that render tracking and targeting tools such as third-party cookies noncompliant and ineffective. The depreciation of the cookie would in turn lead to a rise in contextual targeting and collaborative identity solutions, and place greater power with the walled gardens and their treasure troves of data. Elsewhere, the growing demand for supply-chain transparency would lead to consolidation of adtech partners, and ...
Source: campaignasia.com