Never has the world of marketing seen so much of change as it has the last few years, with tough questions being asked around ethical advertising, transparency on where the advertising dollars are flowing and how much of it is adhering to the emerging privacy concerns.
This session at The Drum Digital Summit will seek to make this complex topic simpler and help distil the future of ad tech. Programmatic leader Sonal Patel, managing director, Southeast Asia at Quantcast, will talk about what digital decision-makers need to do to future-proof their strategies around three important emerging trends in APAC: privacy, transparency and data.
Marketers have to be ready to be on top of the game as privacy, transparency and data emerge as the holy trinity of the pillars of digital advertising. What would have taken longer has been brought forward thanks to the pandemic. Patel points out, “Covid-19 has allowed programmatic to precipitate three to five years faster than what it could have earlier.”
Brands, marketers, agencies and platforms – all will have to work together, to ensure that the ecosystem is privacy compliant. It would be an imminent reality as new regulations get set in motion into different markets across the world, including Asia Pacific.
From a consumer point of view, ethical advertising is going to be the future and is here to stay with the growing awareness around data privacy and transparency. Just as when going to the supermarket customers want to be paying for what they know, the label, the ingredients, the price, similarly when it comes to online advertising, transparency will become a pre-requisite.
Marketers and the rest of the value chain of the advertising ecosystem will need to be ready to pivot their offerings, she adds. Data will form the basis of this and technology such as AI can help to transform this approach.
To view the whole session and understand how marketers can future-proof around these three trends, view the full session on The Drum Digital Summit website.
Quantcast specialises in digital advertising solutions for the open internet. The Quantcast DSP is easy to use and helps brands unlock actionable insights necessary for growth and scale. Find out more at Quantcast.com.