Don Moore is the chief executive officer and president of Hybrid Theory North America. This is a global company that specializes in delivering digital campaigns powered by market intelligence. In this expert insight interview, Don Moore discusses “All about Ad Tech.”
This Expert Insight Interview Discusses:
- Issue of Privacy.
- Third-party cookies issues and impact.
- Future of Ad Tech Industry.
What are Ad Tech and its current practices?
Ad Tech, also known as advertising technology, refers to the tools and software advertisers use to reach audiences, deliver, and measure digital advertising campaigns. In other words, it is the combination of digital technologies and algorithms used to create the best experience for more efficient reach to consumers or wherever the target may be.
Ad Tech refers to digital tools used to deliver targeted or personalized advertising. When it comes to effective AdTech practices, cookies are the key. Cookies are classified into two types: first-party cookies and third-party cookies.
A domain other than the one the user planned to visit creates third-party cookies. It is used in an AdTech environment to build a picture of a user’s browsing history so that advertisements or advertising campaigns can be directed more effectively to individuals and/or specific groups.
Standards or Cookies Depreciation
In comparison to new advancements in the industry, the technology behind the cookies is extremely outdated. The cookie was designed for internet browsing but is not applicable to the fastest-growing internet segments, such as mobile, digital audio, or connected TV.
Third-party cookies, in particular, are disappearing because Google announced that it would no longer support third-party cookies in its Chrome web browser. Because Apple’s Safari and Mozilla’s Firefox already do not support third-party cookies, the Chrome initiative would render cookies functionally useless.
Future of the Ad Tech Industry
What is the future of the Ad Tech industry in today’s data-driven world? To begin, to stay ahead of the curve, both advertisers and marketers will need to shift to programmatic technologies to optimize potential data and make intelligent use of big data and artificial intelligence.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.