Taking a customer-first approach can help ad-tech brands pivot change better.
With the ad-tech industry primarily focused on user privacy, especially after privacy regulations like GDPR coming into action, advertisers need to operate with a consumer-first approach. This piece argues coupling innovation with consumer sentiment can help advertisers create quality ads as the privacy-focused ad ecosystem has been instigated by changes in consumer sentiments.
Innovations in the ad-tech industry should not only offer transparency but also let users have more control over their data. While users demand privacy, they also seek ads that are relevant to their interests and needs.
Targeting consumers with appropriate ads in an anonymous and non-intrusive manner can help advertisers prove their value to the customers. Advertisers should also rethink how they are addressing the evolving consumer habits through their messaging.
[4 minute read]