It is not surprising to see advertising will grow in the year 2021. It does grow year on year, but after a dull 2020 due to the pandemic, the ad revenue had to only grow.
Two reports, GroupM [Mint, ET] & Pitch Madison quote different numbers.
GroupM forecast report ‘This Year Next Year 2021′ published in the media doesn’t list the absolute numbers directly, one has to do simple math to derive the absolute revenues. Global ad spends are estimated to see a rise of 10 per cent in 2021, digital is expected to take 67 per cent of ad spends
The real challenge for the digital ecosystem starts in 2022. Cookies, which are used to track users will be phased out starting this year. 3rd party cookies are being deprecated on Chrome by Google, hence tracking the same user across publishers would not be possible. The focus going forward in digital advertising will be to preserve privacy, the challenge being how can they maintain the relevancy of the ads? Digital agencies would need to start figuring out how they will carry out their campaigns going forward.
With privacy becoming very important in every country, the only way the digital advertising system can continue is by collecting user’s data with their Consent. Today, the user has no clue how her data is being used by publishers, advertisers, agencies. This has to change, the user needs to be in control of her data. There are several frameworks that deal with Consented data sharing, the one that is expected to stand out is India’s Data Empowerment & Protection Architecture (DEPA) framework.
We live in a world awash with digital transformation, and yet filled with painful and…
It is a well-known fact that branding plays a significant role in the success of…
Lately I have been coming across the frustrations faced in the visa application process. Earlier,…
India has the second-largest online population. The rapid Internet access and mobile proliferation is the…
The digital media landscape has changed tremendously over the last decade. Social media has amplified…
The number of internet users in India has grown impressively over the years. Today, India…