The Future of Digital Advertising–What You Need To Know - a podcast by Dan Nedelko

We are in the middle of a significant evolutionary jump in the world of Digital Advertising.

There has already been a battle with Ad Blockers, Apple's Intelligent Tracking Prevention, App Tracking Transparency, and changing regulations regarding data privacy.

With Google's announcement that it would phase out third-party cookies in Chrome within two years, Advertisers took another hit.

So is this the end of Digital Advertising as we know it?Not. Even. Close.

Digital Advertising will have to change, become more innovative, and proactively be relevant to consumers to deliver ROI to advertisers.Let's dive in and break down what's coming for the future of digital advertising.
What's working?

AI&Machine Learning
We often think of AI as self-driving cars and creepy bots. In reality, AI is made up of hundreds of tools and apps that operate all around us - right now. 

These behind-the-scenes tools are making our lives simpler with automated tasks. You can expect to see:Targeted marketing
AI-Driven Content MarketingAI in CRM
Identifying Audiences with AI Tools&Platforms

First-Party Data StrategyMost brands aren’t yet harnessing first-party data’s full potential despite its apparent benefits. It’s time to put first-party data strategy front and center!



Five ways to start collecting first-party data:Tailor to customer objectives
Offer value in exchange for dataInvest in tech and organizational enablers
Test and learn to determine activationRefine and validate with measurement

 Customer Data Platforms&Audience Management 

Audience management tools are the primary need to get an insight into your customer. Few audience manager platforms to consider -

LiveRampSegment.com
LotameSalesforce DMP





 New Google Ads Features and Formats

Google is updating Smart Shopping and Local campaign to Performance Max Campaigns. Performance Max uses Google’s automation to help advertisers reach shoppers by browsing for things they love — online and in stores.
You can reach users on YouTube, Gmail, Search Network through one campaign. 
Google’ Privacy SandboxGoogle is updating its platform to accommodate changes to third-party cookies with a set of application programming interfaces (APIs); this includes FLoC, SPARROW, Turtledove, FLEDGE, and Dovekey. Advertisers can use these to:

The prevention of spam, fraud, and DoSConversions
Ad targetingAttribution
Federated logins 
Google PPIDs The Publisher Provided IDentifier (PPID) allows publishers to send Google Ads Manager an identifier for use in:

Frequency cappingAudience segmentation and targeting
Sequential ad rotationAudience-based ad delivery controls across devices

PPIDs are based on your first-party data; they won’t be affected by the third-party cookie deprecation. 
Social Platform Updates Due to Change in Apple's IDFA
Social Media Advertising Platforms such as Tik Tok, Pinterest, Snapchat had to update the following to adjust to the reject changes by AppleTarget iOS 14.5 users for app install ads will be through iOS 14 dedicated campaigns
Update your Mobile Measurement Partner SDKSend all events to the platform via MMP
Complete the Conversion event configuration in their MMP interface 
New Updates: Facebook / MetaiOS 14 Updates: Meta is constantly updating its policies to meet iOS requirements and all other platforms that use third party cookies

Domain VerificationTrack Up to 8 Unique Events
Conversion APIFacebook has been and will continue removing some of the Detailed Targeting options such as sexual orientation, religious practices&groups, political beliefs and so on.



 The Future of Social Media
Some of the new ways that social networks are going to help us reach audiences:Video remains a prominent format

Further episodes of Digital Marketing from the Trenches Live at the Hive

Further podcasts by Dan Nedelko

Website of Dan Nedelko