As the decade draws to a close, ExchangeWire has invited thought leaders from across the industry to share their predictions and insight into what 2020 will hold for the ad tech and martech industries. Under the spotlight today is the rise of contextual advertising solutions. While hardly a nascent targeting method, it is set to come to the fore with privacy pressures upon cookie-based solutions, though can contextual advertising answer questions over its effectiveness, and is it too set to be constrained by browsers?
“2020 will be the year of responsibility in digital advertising. The human touch component of programmatic media buying will be more critical than ever, as companies will need to be accountable and transparent with their clients about their buying approaches. There will also be a resurgence in contextual targeting and content alignment as a result of increased consumer control in the world of tracking and data targeting”
2020 will be a pivotal year for mobile as the first 5G networks gain traction in some countries, including the US and China. But that will be just one story, as privacy regulations tighten, transparency tools become more widespread, and mobile video and audio grow more important.
In 2020 advertisers will be taking a cautious approach to mobile location data and “doing some extra homework before leveraging location data.” eMarketer’s Mobile Trends 2020 featuring our own Jenna Umbrianna, is a must-read. 检查一下!
120 senior executives featured here, all involved with AI, delivered 2020 predictions for a wide range of topics: Autonomous vehicles, deepfakes, 小的数据, voice and natural language processing, human and augmented intelligence, bias and explainability, edge and IoT processing, and many promising applications of artificial intelligence and machine learning technologies and tools.
“AI’s expanded application, from machine-learning and reasoning (e.g., semantic targeting, ‘you may also like’) to consumer-facing, real-world uses (e.g., voice recognition, robotics) will increase tensions between tech innovation and consumer distrust with data collection and use. 最终, that dynamic will put significant pressure to moving forward a national, comprehensive regulatory policy for consumer privacy”—Jenna Umbrianna, General Manager, 回文构词法
With 2020 fast approaching, here’s a roundup of thoughts about the big opportunities and challenges for ATV/OTT and video in the year ahead, from executives from leading agencies and platforms.
“In 2020, we’ll see a more symbiotic relationship between traditional TV and OTT. With many digital vendors integrating with Vizio and/or Inscape, they are gaining access to viewership data across Vizio’s user base. However, this still leaves out a large portion of the market. It will be interesting to see if digital vendors can convince other TV manufacturers or providers of TV services to sync their TV viewership data with them. 不管, with online TV viewership on the rise, it will continue to capture an increased share of the TV budget pie.”
— Jenna Umbrianna, general manager, 回文构词法