Published: 1 August, 2023
Change, something which has arguably always been at the centre of the advertising industry, has been more dramatic in recent years. The impending death of the third-party cookie has meant that marketers and tech vendors have had to reassess how they reach consumers effectively without infringing on their privacy (and breaching ever-tightening regulations).
Concurrently, the emergence of new channels — such as mobile gaming, connected TV (CTV), and programmatic digital out of home (pDOOH) — has meant that there are more mediums than ever before on which people can spend their time. While this poses the new challenge of measuring increasingly fragmented consumer attention, it also means that brands have more avenues and opportunities to reach their desired audiences.
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