The digital advertising industry is at an inflection point. Cookies are going away (making one-to-one targeting harder), practices such as fingerprinting are becoming obsolete and there’s new regulation. There’s no getting away from it, user privacy now sits at the forefront of government regulators, the digital economy and its consumers.
The future holds many new challenges for advertisers and publishers, and benefits too. They’re tasked with developing tactics and strategies that continue to drive performance and engender trust in this new, well-informed society. Before those tactics and strategies are built, it’s important to take a step back and understand how and why the industry got to where it is today.