Digital advertising is impacted by rapid change in both technical (ITP, TCF) and regulatory (GDPR, CCPA) frameworks related to privacy. While sometimes referred to as “the post-cookie world”, these changes are significantly broader than just cookies. They affect every aspect of advertising including segmentation, retargeting, personalization, consent, data-retention, geographical data distribution limitations, security, ability to share data with 3rd parties, and data-deletion programs.
From a performance perspective, industry-wide yields previously achieved through identity-based targeting will continue to decline. To combat this, RevJet clients increasingly (a) focus on creative optimization to achieve significantly higher campaign yields, and (b) increase the prominence of non-identity based trafficking (such as contextual targeting and triggers) in their rule mix.