Between impending privacy changes, the deprecation of cookies and the impact of AI, digital advertising is heading into a future more unpredictable than ever before. Amid all the turbulence, TV offers stability, brand safety and a reliable return on investment, despite market-wide disruption. By Kim Portrate, CEO at ThinkTV There’s never a dull moment in this industry.
If there is and we do get a little peace, it causes headlines too. But right now, there’s no end to the onslaught of change in the media landscape. It’s hard to recall a time of such rapid change with the transformative impact of artificial intelligence hogging most of the headlines.
No doubt you’re already seeing the impact of AI on your business and with the recent rollout of ChatGPT with Voice, even more dramatic shifts in consumer behaviour will soon be a reality. From AI providing direct answers to consumer questions, potentially bypassing traditional brand websites, to services that can do our bidding reducing the need to personally manage admin tasks like changing your internet plan or insurance provider, the digital environment we have become comfortable with is set for a massive shake-up. And, while this technological advancement holds some promise for both consumers and brands, it adds a layer of unpredictability for advertisers.
The once again delayed deprecation of third-party cookies amplifies this uncertainty, particularly when partnered with impending changes to privacy regulations later .
