Google and Meta have created great ecosystems for advertisers, but they are under pressure from privacy regulation and new media opportunities. This opening is giving competing platforms and channels a chance to offer a credible alternative to investment in these industry giants.
Apple, Amazon and the Trade Desk have challenged this trend, claiming they have either better privacy credentials or access to superior data and tech. But many marketers are still considering moving ad budget to transparent, privacy-first offerings from emerging networks.
As our EMEA Biddable Product Lead, Jonathan D’Souza-Rauto, points out in his recent article for Performance Marketing World, “It’s about to get a whole lot more complicated for advertisers…as one or two buying platforms will soon turn into at least four or five. They will need to find new solutions to help them report, optimize and measure holistically across these new privacy-first platforms and channels.”