Cornerwatch

From Traditional Players To AdTech Frontrunners: TV Advertising Dollars Are Shifting to CTV

Here are three reasons brands shouldn’t wait for Google and why business-as-usual is a strategic mistake that could backfire on your fundamental trust relationship with your consumers, your most important asset.

The context within which investors and analysts operate has been turned upside down. Their world used to be simple: Asset managers would develop their own recipes based on ingredients such as sector; leadership; competitive context; current and projected earnings; credit risk; margin, and the rest of Investing 101.

Google just recently announced an extension of cookies until late 2024. This is a shame for marketers because the cookie crutch will encourage digital advertisers to remain with a privacy-invasive, poor-performing, and anachronistic approach. This note will explain why advertisers should move quickly to a superior, emerging targeting approach that respects privacy and drives additional, unexpected customers.

Much is being written regarding the death of cookies. But this should not be confused with the end of digital advertising.

Privacy is much more than a consumer issue –– or an adtech issue –– it’s now part of driving sustainable growth.