As the future of identity will continue to emerge and evolve in 2022, time waits for no one – and that time is running out fast in the ad tech industry. Not only will Google not grant another extension, but cookies and IDs have already eroded across major operating systems and, to state the obvious, there are a number of browsers that no longer support Cookies. Those who delay will be at risk of both lost revenue and irrelevance to consumers – you literally can’t afford to wait.
This lack of time, however, will lead to more direct conversations with the industry as we develop innovative approaches to audience creation, engagement and measurement beyond cookies and ad IDs. apps. The importance of first-party data to creating these solutions is undeniable, and the relative weakness of those without access will increase.
Finally, next-generation contextual advertising solutions will become a key element of the future of identity. Not your 1990s, standard contextual, but contextual coupled with rich, real-time data insights – emerging as the “Miss Congeniality” of identity, supporting and – in some cases – augmenting how audiences are inferred in a world without cookies. As non-addressable inventory eventually overtakes addressable, contextual — paired with this critical data insights — will help brands deliver meaningful connections while building consumer trust.
The bottom line is that the testing and learning of identity solutions needs to happen today. 2023 is just a formality – time is up.
When advanced TV is ⅓ of the Upfronts, it’s mainstream and a mainstay
Television viewership continues to skyrocket, with CTV at the forefront of that growth and consumer engagement. In 2022, brands will refine their strategies and unlock additional linear reach with CTV spend. But with the fragmentation between linear viewing and CTV, robust frequency management in both will be essential to the effective use of advertising dollars.
At that notion, Upfronts has become more CTV-centric — and when it’s a third of Upfront spending, it’s no longer experimental — it’s a mainstay. At the same time, the important task of eliminating household overlap and excess frequency will require advertisers to increase the sophistication of their CTV buys. This will include a higher percentage of CTV purchased in Upfront and activated programmatically instead of IO. It will also lead to a decrease in guaranteed programmatic spend and an increase in private or open marketplace offerings. These changes will allow advertisers to more dynamically and accurately manage the reach and frequency of their campaigns. As consumer behavior continues to evolve at a seemingly unattainable pace, marketers are looking for more agility and optimization.
The light is always on: access to trade anytime, anywhere
Driven by post-COVID consumer behavior, commerce will become more direct and personalized. Consumers are looking for their own shopping experience, which is really specific to them: how they want to buy, interact and establish a relationship with a brand. A data-driven retail strategy will be more essential than ever in 2022 to deliver this level of personalization. And as the industry moves towards a cookie-free world, first-party data and direct consumer relationships will be essential.
Retailers are eliminating advertising opportunities, expanding and integrating to offer even more customer touchpoints and deliver greater personalization at scale – from in-app and loyalty programs that enable faster checkouts to in-store pushes in real time offering product suggestions based on the customer’s unique needs.
With the support of consumers, brands will push the boundaries of immersive experiences, moving beyond “trials” and into fully interactive experiences that will make shopping more fun and convenient. And in an “old is new again” twist, we will see a resurgence of technologies like QR codes that support our new lifestyles and make it easier to deliver branded experiences to consumers. Finally, there is a growing demand for more contextual shopping experiences that look less like advertising, whether through native ads, dynamic PDAs, or dynamic creatives. Strategic advertisers and agencies will rely on this to meet changing consumer expectations.