In 2019, advertisers worldwide will lose $5.8 billion due to fraud, according to an estimate from the Association of National Advertisers and cybersecurity outfit White Ops.
But there might be a solution on the horizon. Blockchain-based ads could eliminate fraud and substantially streamline the ad industry. Plus, a decentralized ad option would level the playing field for marketers and enable smaller organizations to compete with digital giants. But marketers beware — some blockchain solutions might expose new vulnerabilities to large-scale exploits.
Blockchain is just one of the innovative technologies included in the 2019 Gartner Hype Cycle for Digital Marketing and Advertising that marketers should focus on to drive real value.
“In a crowded and fragmented marketplace, marketing leaders are increasing investments in innovative technologies as they strive to deliver meaningful customer experiences that differentiate their brands,” says Mike McGuire, VP Analyst, Gartner. “Gartner research shows that event-triggered and real-time marketing are considered the technologies that will have the biggest impact on marketing activities in the next five years. To realize this, marketers must be capable of using predictive analytics, automation and other technologies to deliver personalized communications.”
This year’s Hype Cycle features 28 technologies. All were selected with today’s unpredictable consumer in mind, but marketers looking to invest in martech should focus on these six in particular.