The advertising tech (adtech) industry is primarily a face-off between tech giants like Google, Meta, Amazon, and Alibaba and pure play vendors like The Trade Desk, MediaMath, and Amobee. The tech giants dominate the market with their massive user bases and sophisticated adtech walled gardens. Several pure play vendors will become acquisition targets for Big Tech vendors over the next three years.
Listed below are the key technology trends impacting the adtech theme, as identified by GlobalData.
First-party data
First-party data is the information a company collects directly from its customers. It includes demographics like age and location, online purchase history, web activity, and email engagement. In Merkle’s 2021 Customer Engagement Report, 88% of the 600 marketing, analytics, and technology executives surveyed said collecting and storing first-party data was a high priority over the next six to 12 months. The survey further suggested that privacy regulations and the abolition of third-party cookies are transforming the advertising sector and forcing companies to rethink their data generation systems.
Adtech and third-party cookies
Third-party cookies (packets of data generated by websites that track a user’s online activity) have been the bedrock of digital advertising for several years. Consequently, Google’s plan to remove cookies from Chrome by 2023 would significantly disrupt the adtech market. Apple’s Safari and Mozilla’s Firefox web browsers have already...
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