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The advertising game has changed. No longer can brands rely on a few big ads in a popular magazine or a homepage takeover on a high-traffic publisher site. With the global cross-platform and mobile advertising market expected to hit nearly $300 billion by next year, campaigns that span social, display, streaming, and more are the new rule.
However, this approach presents two major challenges for advertisers: consistently and effectively targeting ads to relevant audiences and attributing performance to business results. These concerns exist across platforms, and the more campaign extensions, the murkier the targeting and attribution efforts become.
Now, with enhanced privacy regulations, advertisers are losing access to granular details that have helped hone campaign targeting and overall performance in the past.
The problem with modern advertising
Enhanced privacy policies are making digital advertising even more challenging. Data that once guided decisions is now off the table, making it difficult to identify and effectively target discrete audiences at scale.
