Throughout 2018, publishers, marketers and agencies will continue to employ new technologies, products and services to address evolving consumer privacy, advertiser transparency and brand safety issues.
The rise of ad blocking technologies continues to present challenges for the industry, but marketers are responding by improving the user experience and minimizing ad intrusiveness to stem the tide. Even ad blocking technology providers have refined their approaches to focus on ad curation rather than solely blocking. One company, for example, has its own ad network that requires ads to meet a set of acceptability criteria, such as non-disruptive placement, distinguishability as ad content and size and content restrictions. On the whole, consumers may ultimately prefer more nuanced approaches that increase ad relevance and consumer satisfaction over technologies that simply block ads.
Technological developments also play an important role in the continued battle against ad fraud and ensuring brand safety. The ability to reliably monitor site quality and ad adjacency is increasingly important in an environment where fake news sites abound. Major brands have pulled ads from YouTube due to concerns about being associated with inappropriate or disturbing video content. Many in the industry are hopeful that blockchain technology, with its potential transaction transparency benefits, may help marketers and their agencies address this concern and improve viewability. Additionally, a growing number of marketers and their agencies are employing quality control tools and technologies to confirm (and in some cases to implement) whitelist and blacklist compliance in programmatic advertising.
- Both regulators and major technology companies are focused on protecting consumer privacy.
- Digital marketers will need to find new ways of building consumer profiles to comply with new regulatory requirements, like the GDPR.
- Ad blocking technologies still loom large in the digital advertising space, with marketers focused on improving ad quality and relevance; and new ad networks provide paths to ad curation and seek to provide pre-approved ads, rather than blocking ads entirely.
- Viewability, ad fraud and brand safety risks abound, but so do promising new technologies that industry stakeholders hope will increase transparency in the digital and programmatic transactional chain.
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