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The Future Advertising Ecosystem. Defining a Priority list.

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The Future Advertising Ecosystem. Defining a Priority list.

  1. 1. The future advertising ecosystem Defining a priority list Ingrid Ihász, HOPPex Digital Media Europe, 2020
  2. 2. 2 This is me as the regular user
  3. 3. Do you want to transition from photography to videography? You have to see this! LEARN DSLR FILMMAKING!
  4. 4. 6
  5. 5. 7 Let me be my online marketer self again 1100110001110 1110001010111 100010001110 1101110001100
  6. 6. 8 marketers users tech companies industry and advocacy organizations regulators We witnessed a cat-mouse fight
  7. 7. 9 Until a real shock
  8. 8. 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
  9. 9. 11 Privacy Sandbox 2022
  10. 10. 12 Just to make sure we are on the same page 1st party 3rd party cookie vs. data
  11. 11. A few months later Covid-19 hit hard 13Source: HOPPex revenues, Hungary, 2019 vs. 2020
  12. 12. +1 TRANSPARENCY & DISCLOSURE 14
  13. 13. 15
  14. 14. 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
  15. 15. Ads.txt Sellers.json Supply Chain Object Fees are increasingly disclosed etc. 17 Less is more (fewer pipes, more value)
  16. 16. My priority list... 1. Make the internet a better and safer place for consumers 18
  17. 17. My priority list... 2. Rethink our approach to data collection, targeting & measurement 19
  18. 18. My priority list... 3. Increase transparency in the supply chain 20
  19. 19. ingrid@hoppex.hu

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