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La compañía reconocida por sus estudios e innovación en el mundo publicitario digital, da a conocer cinco variables clave que deberán ser tomadas en cuenta a la hora de diseñar estrategias exitosas en 2024.

In January 2020, Google announced that it was planning to phase out third-party cookies within two years and would comply with Apple’s significant changes to IDFA in early 2021, and the digital marketing world shook. By 2022, all major browsers -- Chrome, Firefox and Safari -- will have blocked the collection of third-party data via cookies, and digital marketers and advertisers will need to utilize other methods of data collection to target their audiences and personalize their content.

Lee Walsh, Vice President, Media Activation, APAC, Essence

As markets come out of COVID-19, the normally predictable highs and lows of seasonal media pricing may see extreme swings. Essence's APAC head of media activation argues that brands who get out in front of the Q4 rush will be rewarded.

The media market has always been ruled by the simple economics of supply and demand. The more valuable the audience and the more competition amongst advertisers, the higher the media price.

India is inching closer to becoming a trillion dollar digital economy with rapidly expanding digital infrastructure coupled and greater accessibility to technology. With 90% of India set to own a mobile phone by 2022, it comes as no surprise that mobile is the primary driver of this digital transformation.

The face of the Indian mobile user is changing and how! A distinctive feature of the change is that it is not just restricted to metro cities. Bharat - comprising of Tier II and III cities and rural India, is bringing an ever-increasing number of first-time internet user online. In addition, it’s not just the teens or young adults that are tech-savvy today. Digital adoption is growing across all demographics. India, like most countries, is also moving away from traditional means of content consumption to more convenient, one-to-one interactions enabled by mobile. Be it gaming, video-viewing or shopping, mobile is now the primary screen for users.

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While Apple arguably can do whatever it puts its hand to, its recent move to bring programmatic to iAd doesn’t have everyone impressed. JUICE Mobile president and CEO Neil Sweeney didn’t mince words: “They should have done this five years ago.” And that, Sweeney said, begs two related questions. One, Is Apple going to be doing anything truly different here? And two, is Apple actually committed to its advertising business?