Raconteur：2022年广告的未来报告（英文版）（11页）.pdf

1、21/03/2022INDEPENDEN T P U B L I C AT I O N BY#0792R AC O N T EU R.NE T FUTURE OF ADVERTISING?WE FIGURED THAT OUT.FUTURE OFADVERTISINGHOW TO LIVE WITHOUT THIRD-PARTY COOKIESINFLATION FORCES AN AD SPENDING REVIEW0903ECO-CLAIMS FACE GREATER SCRUTINY16R A C O N T E U R.N E T0321/03/2022INDEPENDEN T P U

2、 B L I C AT I O N BY#0792R AC O N T EU R.NE T/future-of-advertising-2022he rapid shift to privacycentric technology is a significant challenge for the world of digital advertising.As tech behemoths Apple and Google make sweeping changes to the core of their platforms,how can brands continue to targe

3、t their markets effectively and measure the quality of their ad campaigns?The Apple and Google privacy changes have been in the making for more than two years.They started to become a reality last year when Apple released its iOS14.5 software.This asked consumers to actively opt into tracking throug

4、h the identifier for advertisers(IDFA)the unique code assigned to each iPhone users handset.Google,meanwhile,is planning to stop the use of third party cookies in Chrome,its market leading web browser,by the end of next year.Both changes represent a huge shift for marketers.Theyre used to being able

5、 to track users across platforms and devices,before serving them relevant ads.As Google and Apple move away from whats now seen as invasive tracking,brands are being forced to completely rethink their strategies.But the path to privacy has not been smooth.Googles thirdparty cookie changes have alrea

6、dy encountered obstacles.Launched lastyear,the firms proposed alternative tracking method,known as Federated Learning of Cohorts,was scrapped after opposition from regulators and privacy advocates,who said that it risked uniquely identifying users.Google responded quickly with a new solution Topics