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The Future Advertising Ecosystem. Defining a Priority list.
1.
The future advertising
ecosystem Defining a priority list Ingrid Ihász, HOPPex Digital Media Europe, 2020
2.
2 This is me as
the regular user
3.
Do you want
to transition from photography to videography? You have to see this! LEARN DSLR FILMMAKING!
4.
5.
6.
6
7.
7 Let me be
my online marketer self again 1100110001110 1110001010111 100010001110 1101110001100
8.
8 marketers users tech companies industry and advocacy organizations regulators We witnessed
a cat-mouse fight
9.
9 Until a real
shock
10.
We realized what
it means not to have 3rd party cookies for targeting 10 80% drop in revenues in Firefox Source: HOPPex, Hungary, Sept 2019
11.
11 Privacy Sandbox 2022
12.
12 Just to make
sure we are on the same page 1st party 3rd party cookie vs. data
13.
A few months
later Covid-19 hit hard 13Source: HOPPex revenues, Hungary, 2019 vs. 2020
14.
+1 TRANSPARENCY & DISCLOSURE 14
15.
15
16.
It’s hard to
follow where the money goes Only 45% of total programmatic revenue reached publishers (WARC, 2017) 15% of advertiser spend couldn’t be traced (“unknown delta”) (ISBA-PwC, 2020) 16
17.
Ads.txt Sellers.json Supply Chain Object Fees
are increasingly disclosed etc. 17 Less is more (fewer pipes, more value)
18.
My priority list... 1. Make
the internet a better and safer place for consumers 18
19.
My priority list... 2. Rethink
our approach to data collection, targeting & measurement 19
20.
My priority list... 3. Increase
transparency in the supply chain 20
21.
ingrid@hoppex.hu
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