AdNews Australia: Predictions 2021 – Ad Tech Searches for its Identity, Data’s New Era and AI is Democratised

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Nothing has dominated headlines more for the adtech and martech industry this year than the demise of third-party cookies.

With Google Chrome’s announcement in January that it would phase out third-party cookies and Apple later announcing it would abandon its Identifier for Advertisers (IDFA), the industry has been scrambling to find more sustainable cross-channel solutions.

As a result of this and increases in data privacy laws, brands will be contending with a new era of data.

“Companies will need to invest in new data engineering and processing technologies, so they’re able to ingest new forms of data to find insights. They’ll also need to design new workflows and mechanisms for extracting value from these different stores of data,” MiQ Digital chief operating officer Paul Silver says.

“Things are likely to become more fragmented with a new layer of complexity to contend with. But the companies who get ahead of that and are able to deal with the new era of data effectively are likely to find themselves in a really competitive position.”

In the martech space, COVID-19 has dramatically accelerated the use of artificial intelligence (AI) and machine learning in the personalisation space.

Some are calling this the “democratisation” of predictive technologies.

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