Marketing technology executives predict the biggest trends in the field in the coming year.
2021 is a year of big change for martech.
As the digital industry faces new restrictions and more barriers to targeted advertising, marketers are rushing to capture first-party consumer data directly.
But all hope for targeted advertising is not lost. Google, Facebook, and other martech companies are working on cohort-based targeting solutions, and brands and publishers are exploring clean rooms as a privacy-compliant data-sharing mechanism.
Despite all the turmoil, 2021 is the year that ad tech and digital technology finally start to come together. 2021 is a banner year for consolidation across the space (see: Magnite buy SpotX, IAS buy back Publica and even Publicis Group win (retail ad tech outfit CitrusAd.) And the IPOs are aplenty: Innovid, Integral Ad Science, Taboola and AcuityAds are just some of the companies that have gone public this year.
One thing is for sure: change is here to stay in martech. Take a look below at what experts are predicting for the space as we head into 2022.
Vidhya Srinivasan, VP of buying, analytics and measurement, Google
Modeling, a long-standing industry solution, will become a key element.
Iván Markman, chief business officer, Yahoo
Google will not provide another extension on alternatives to third-party IDs and cookies.
Seb Tomich, SVP and global head of advertising, The New York Times
As we look ahead to 2022, all eyes will be on the economy. A healthy economy is a healthy advertising business.
Chris Kelly, CEO, Upwave
CTV-centric agencies will emerge.
John Hamilton, CEO, TVDataNow
Clean rooms will be used to provide insights balanced with security and privacy in 2022.
Abhay Singhal, Co-founder and CEO, InMobi Marketing Solutions
Generation Z will have more influence, faster, on the economy and media landscape than many might expect.
Eric Wheeler, CEO and Co-founder, 33Across
It will take effort for the industry to redesign cookie-dependent systems to become agnostic, but in the long run it will improve operating margins.
Doug Huntington, CEO and Co-Founder, FatTail
There will be competition on social platforms and e-commerce.
Chad Engelgau, CEO, Acxiom
Cloud acceleration will heat up.
Original post: 9 martech predictions for 2022 | Analysis | Campaign Asia
Translated by: Phan Cong Duy
