There are a number of issues that confront digital media. But all hope is not lost. While projections may indicate a slowdown in overall media spending, publishers remain upbeat about the future. With a renewed focus on improving user experience, perhaps the ad tech industry can indeed move ahead with optimism.
Current challenges aside, the holiday season has hit record sales. This can possibly signal growth into the future. While advertising is shaking, it’s still standing steadily. Now that publishers have aptly identified ways to diversify their revenue streams and are putting money behind areas that have the most revenue potential.
As for marketers, the future is still ripe with opportunities in programmatic ad tech. With the demise of third-party cookies, they can still tap into contextual targeting. There’s no need to panic and cut down media spend as long as companies have a long-term marketing strategy to allocate their budget in the right places. And, that includes DOOH, OTT, and CTV which have shown resilience despite downturns in overall ad spend. In addition, first-party data activation should be a high priority.
Besides, with a continued customer-centric focus, all stakeholders including publishers, advertisers, tech vendors, and marketers can join forces to push digital advertising in the right direction. With greater collaboration and by putting customers ahead of ad campaigns, it’s possible to generate win-win outcomes.