2019: A Year in Review – Privacy-first World (Part 3 of 3)

With 3 days till we usher in 2020, let us take a look at the top 3 events of the year that have had a huge impact in the ad tech space. In no particular order…

Advertising in a Privacy First World

When digital advertising came about, it promised data-driven marketing – the ability to target the right audience in the right environment at the right time at scale. In fact, it actually did that pretty well over the past decade; helping advertisers be it large or small to reach out to their desired audience easily.

Now, the very notion comes under threat from an onslaught of privacy focused policies and technology measures over the past 2 years and in the coming months. From Europe’s General Data Protection Regulation (GDPR) to the upcoming California Consumer Privacy Act (CCPA) and the roll-out of Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection, the future of advertising seems very bleak.

Will this be the end of personalisation or digital advertising as we know it? Maybe, maybe not. 2020 will be interesting as players in the industry understand and develop ways around it.

Happy New Year everyone!

Photo by fotogestoeber on Adobe Stock