Mergers and acquisitions, the industry’s slow-motion pivot away from third-party data and the expansion of commerce-based business dominated the headlines for media and sell-side ad tech in 2021.
What does the industry predict for 2022? More of the same as these trends continue to play out in the year ahead.
First-party first
In 2022 and beyond, platforms with dedicated opted-in audiences will be well positioned to monetize their first-party data sets. And publishers who have been slow to pivot to first-party data will scramble to meet Google’s latest deadline for discontinuing third-party cookies in Chrome at the end of 2023.
