The Future Advertising Ecosystem. Defining a Priority list.

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Ingrid Ihasz

Presentation of Ingrid Ihasz, CEO, HOPPex @ Digital Media Europe.

Marketing

The future advertising ecosystem
Deﬁning a priority list
Ingrid Ihász, HOPPex
Digital Media Europe, 2020

Do you want to transition from
photography to videography? You have
to see this!
LEARN DSLR FILMMAKING!

7
Let me be my
online marketer
self again
1100110001110
1110001010111
100010001110
1101110001100

8
marketers
users
tech
companies
industry and
advocacy
organizations
regulators
We witnessed a cat-mouse ﬁght

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

12
Just to make sure we are on the same page
1st party 3rd party
cookie vs. data

A few months later Covid-19 hit hard
13Source: HOPPex revenues, Hungary, 2019 vs. 2020

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

Ads.txt
Sellers.json
Supply Chain Object
Fees are increasingly disclosed
etc.
17
Less is more (fewer pipes, more value)

My priority list...
1.
Make the internet a better and safer place for consumers
18

My priority list...
2.
Rethink our approach to data collection, targeting & measurement
19

My priority list...
3.
Increase transparency in the supply chain
20

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The Future Advertising Ecosystem. Defining a Priority list.

1. The future advertising ecosystem Deﬁning a priority list Ingrid Ihász, HOPPex Digital Media Europe, 2020

2. 2 This is me as the regular user

3. Do you want to transition from photography to videography? You have to see this! LEARN DSLR FILMMAKING!

6. 6

7. 7 Let me be my online marketer self again 1100110001110 1110001010111 100010001110 1101110001100

8. 8 marketers users tech companies industry and advocacy organizations regulators We witnessed a cat-mouse ﬁght

9. 9 Until a real shock

10. 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

11. 11 Privacy Sandbox 2022

12. 12 Just to make sure we are on the same page 1st party 3rd party cookie vs. data

13. A few months later Covid-19 hit hard 13Source: HOPPex revenues, Hungary, 2019 vs. 2020

14. +1 TRANSPARENCY & DISCLOSURE 14

15. 15

16. 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

17. Ads.txt Sellers.json Supply Chain Object Fees are increasingly disclosed etc. 17 Less is more (fewer pipes, more value)

18. My priority list... 1. Make the internet a better and safer place for consumers 18

19. My priority list... 2. Rethink our approach to data collection, targeting & measurement 19

20. My priority list... 3. Increase transparency in the supply chain 20

21. ingrid@hoppex.hu

The Future Advertising Ecosystem. Defining a Priority list.

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