Digital Ads Upended
Digital Ads Upended. The digital ad market is undergoing significant changes, with Apple's ATT policy disrupting traditional targeting and measurement methods. As a result, the dominant "duopoly" of Google and Facebook is being challenged by new players like TikTok. Regulation is giving brands more control Data privacy remains a top-three societal concern for advertisers, with 39% saying it will have a significant impact on their 2023 marketing strategy and how important the main paid media channels will be.
This trend originates from the report:
WARC - The Marketer’s Toolkit 2027
Big Tech is also facing increasing regulatory restrictions, with the European Union's Digital Markets Act targeting 'gatekeeper' platforms and giving brands more control. Advertisers will need to reappraise long-held assumptions about the Big Tech landscape, as a range of changing market dynamics force strategic shifts from tech giants. This enforced competition will likely mean that Big Tech firms will have to work harder to attract brand dollars, which is good news for marketers.
Data privacy is still a top societal concern for advertisers, and regulatory guidelines are becoming increasingly restrictive, with the Digital Markets Act coming into force in 2023. TikTok has disrupted the Big Tech status quo, and brands are responding by increasing their investment in the platform. As the pivot to full-screen, vertical video content continues across Big Tech, it will have an impact on how brands plan social and video campaigns in 2023.
With these changes, brands have more choices in the tech space, and Big Tech firms will need to work harder to attract brand dollars, leading to increased competition and better opportunities for marketers. Data privacy remains a top concern, and regulatory guidelines are becoming more restrictive, giving brands greater control over their data and pricing. As TikTok reshapes the digital landscape, brands are responding by increasing their investment in the platform.