Digital Ads Upended

The digital ad market is undergoing significant changes, with Apple's App Tracking Transparency policy disrupting the targeting and measurement capabilities of platforms such as Snapchat. This has cost platforms billions in lost revenues and has strengthened data-rich media owners like Amazon. The duopoly dominance of Alphabet and Meta is being challenged, as TikTok's rise and the entry of new players like Netflix give brands more choice in how they allocate their digital marketing budgets.

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.

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