Whither digital advertising?
Two experts suggest, at this critical junction for targeting via third-party data, that marketers return to their roots.
Considering the General Data Protection Regulation (GDPR), the new California Consumer Privacy Act, massive fraud, lack of transparency and the hostility of various browsers to third-party cookies, it feels like digital advertising has come to a fork in the road.
So, which path(s) should it take?
“The pendulum has swung too far” toward programmatic advertising directed at users’ profiles using third-party data, Forrester analyst Susan Bidel told me recently, complicating my path-in-the-road metaphor.
“If you listen to [Proctor and Gamble] and Unilever,” she said, “they are all saying that digital marketing as practiced in the last five or six years has not borne out.”