Technology has upended the advertising business.
Changes in ad tracking and consumer habits are impacting how advertisers reach people and spurring new competition for ad dollars.
Here's a breakdown of Insider's coverage of how ad buyers and sellers are impacted.
The advertising industry is going through big changes as technology changes upend consumer habits and where and how marketers reach them.
The shift to online shopping has attracted new players for digital advertising.
The crackdown on ad tracking is changing advertising
Targeting changes are forcing advertisers to come up with new ways to reach consumers. Google and Apple have sent shockwaves through the ad industry when they announced changes that would put an end to longstanding ad targeting practices in the face of pro-privacy regulation.
Those moves have led marketers, their agencies, and adtech companies like LiveRamp and The Trade Desk scrambling to find workarounds.
Marketing meets tech
CMOs are finding new ways to zap ads at people by building homegrown tools, using targeted ads, or snapping up ad tech and martech companies.
Adtech is hot again
Even as advertisers slashed their spending in the economic downturn, the rise of streaming TV and online shopping has benefitted adtech companies that help connect ad buyers and sellers and solve advertising and marketing problems.
Investors are pouring money into firms like like TVision DoubleVerify that are solving problems in digital advertising. Other firms are going public as Wall Street fell back in love with adtech due to broad macroeconomic changes.
Ad agencies are getting disrupted
While the established holding companies scramble to adapt to the digital shift, new ad companies focused on digital specialities and armed with new private-equity funding threaten to take their place.
Retailers are seeking a piece of the ad pie
A new set of companies sees an opportunity in selling advertising include food delivery companies, online retailers, and brick-and-mortar grocers. They're hoping to replicate the success of Amazon, which claimed 10.3% of the US digital ad market in 2020 and is competing with Google and Facebook for ad budgets.
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