Brands must rethink value exchange model

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 08, 2021, 5:54 PM UTC

“IAB Outlook: 2021 Digital Ad Ecosystem” study found that consumers no longer think the exchange of free content for ad delivery is good enough.

With consumers becoming more accustomed to ad-free content on streaming platforms, traditional ad-supported media is losing its steam. Disruptively long advertising pods combined with data privacy concerns are pushing people away. 

The phasing out of third-party cookies and the increased prevalence of walled gardens is expected to complicate the scenario further. IAB CEO David Cohen said, “Having a robust first-party relationship is becoming more of a business imperative” in this customer-first and privacy-centric world.

The article contends that future innovation will require human and machines working in tandem. Ad channels will need to be brand-safe and have a built-in mechanism for precise measurements and attribution.

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[4 minute read]