“Significant changes to the marketplace, such as cookie obsolescence and dominance by Facebook and Google, combined with a rising level of consumer mistrust in ‘big tech,’ have created a tipping point for digital advertising,” says Colin Reid, Senior Director Analyst, Gartner. “These changes in the ad tech market will cause some existing digital advertising sectors and established supply chains to wither and vanish.”
Digital marketing leaders must be able to operate at scale and with agility to deliver consistent and controlled, but relevant, messages to a specific audience. Coupled with the polarization of consumer trust in digital media, brand safety is set to become a mainstream tool in the very near future for brands around the globe.
The inaugural Gartner Hype Cycle for Digital Advertising, 2020 report reveals five technologies that will have the greatest impact on marketers’ ability to respond and adapt to emerging trends. These include advanced supply-side bidding, ad blocking, identity resolution, brand safety, and ad verification and viewability.