With consumers around the world confined to their homes, and few venturing outdoors, 2020 looked disastrous for out-of-home (OOH) advertising. Yet, despite the pessimistic outlook, OOH proved resilient, and adapted to the landscape with agility and flexibility. Now, many OOH leaders are confident that 2021 will be a year of growth and success for the space. We spoke to some of them to hear their predictions for the year ahead.   Much-needed technological standards will emerge this year 2021 for Programmatic OOH will [...]

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2020 was a mega year for content of all kinds, but particularly for video – with swathes of the population confined to their homes and seeking escape from the stress of lockdown, streaming platforms, connected TV (CTV), video-on-demand (VOD) and ad-supported video on demand (AVOD) services saw subscription and viewership numbers balloon. With growth expected to continue, the opportunities these channels can offer are yet to be fully realised by advertisers. In this latest article in our 2021 Predictions series, industry [...]

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Whilst brands may not be at the centre of the dramatic infrastructural shifts the industry is undergoing, they have by no means been immune from them. With consumers more conscious than ever before of their right to privacy, vigilance surrounding brand safety and suitability has become vital for companies, who want to keep their customers’ confidence. Couple that with the need for sensitivity during a period of unprecedented crises and social upheaval and it becomes clear that 2020 was, if [...]

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Digitisation is nothing new, but, until 2020, had been a gradual, evolutionary process. Yet with businesses forced to contend with unprecedented circumstances, the transformation of traditional channels into digital and automated forces accelerated at rapid pace. In the latest article in our 2021 Predictions series, industry figures tell us how they think digital transformation and automation will continue to shape ad tech in the coming year.   Brands will apply their new digital capabilities to build on 2020’s progress Digital Transformation in 2021 [...]

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Whilst 2020 was a tough year (to say the least) for many, COVID-19 has shown that the ad tech industry is capable of adapting to crisis. Having mapped the fallout of the pandemic and the impact dramatic infrastructural changes that shaped last year, the IPA Bellwether Q4 2020 Report asserts that, whilst the picture is far from pretty, recovery is on the horizon. In this article, members of the industry give their response to the Report’s findings, and what they [...]

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Changing pace from our first two instalments of our 2021 Predictions series, our next article homes in on what the new year could hold for Audio and Conversational advertising. With consumers and businesses relying on audio for connection during periods of isolation, 2021 could see a continuation of the growth the space experienced in 2020.   Conversational will disrupt email marketing Conversational advertising and the rise of chatbots are our standout predictions for 2021. Expect to see projections of the worldwide market grow [...]

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With tougher regulations and higher consumers consciousness, data, and what companies do with it, was a key topic throughout 2020. With players across the industry working tirelessly to develop privacy-centric solutions that can provide marketers with valuable data whilst building trust amongst user, it’s unlikely that this will change as we progress through 2021.  The second article in our 2021 predictions series sees members from across ad tech share their thoughts on what’s in store for data, transparency, and privacy in [...]

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2020 turned out to be a year like no other, and that was no less the case in the world of ad tech. Triggered by Google’s bombshell announcement that they would stop supporting third-party cookies on their Chrome browser by 2022, identity, and how to approach it, became a primary focus for many.  In our first in a series of prediction articles, figures from across the industry tells us what they think 2021 will hold for identity.   Universal identifiers will become the [...]

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In today’s ExchangeWire news digest: the US Department of Justice has filed a lawsuit against Google, accusing the tech heavyweight of anticompetitive business practices; Snap over-achieves in Q3, beating analysts’ revenue and user predictions; and Netflix misses its Q3 subscriber estimates, but remains philosophical.   DOJ launches lawsuit against Google   The US Department of Justice (DOJ) has filed a landmark lawsuit against big tech firm Google for allegedly misusing its market dominance to sustain a monopoly over search and search advertising. The case marks [...]

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In today’s ExchangeWire news digest: Polish e-commerce site Allegro is expected to go public in one of Europe’s largest listings this year; Apple announces new measures to make adherence to its AppTrackingTransparency framework compulsory; and GroupM’s This Year, Next Year report reveals global decline in ad and consumer spend across the industry.   Polish eBay rival Allegro set for €10b IPO   Polish online auction site Allegro is set to undergo an initial public offering (IPO). The company’s buyout group, which consists of Cinven, [...]

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