Why Advertisers Must Plan Carefully When Moving to Privacy-First Platforms

Amazon page

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.” 

Read the full article to see why moving budgets away from Meta and Google will be more complicated than you think.   

Why Advertisers Must Plan Carefully When Moving to Privacy-First Platforms

Article Source Link

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.” 

Read the full article to see why moving budgets away from Meta and Google will be more complicated than you think.   

More News from Kepler Group

How Black Friday Has Changed—and How It Hasn’t

Retail’s biggest day has expanded into five days of holiday deals, but are consumers still shopping the sales?

Read More

Five steps to maintain your marketing’s momentum

Downturn anxiety is infectious but in times of change and economic uncertainty, it is counterproductive to just stick with existing strategies.

Read More

How to prioritize cookieless solutions

Download our report on how the marketplace is changing and how you move forward.

Read More

Six Key Themes from Amazon unBoxed 2022

Kepler’s Global Amazon Lead Hannah Grobmyer breaks down the key takeaways from Amazon’s largest advertising event.

Read More

Four AdWeek Announcements We’re Following

Here are some of the AdWeek 2022 developments we’ve been following.

Read More

Help for navigating an evolving ecommerce ecosystem

According to eMarketer, worldwide ecommerce sales will exceed $5 trillion for the first time this year as partners look to capitalize on the growth.

Read More