Digital advertising is facing some serious setbacks with the elimination of third-party cookies. and rising privacy concerns. Cookies are what drove the ad economy in the past two decades. Now that is about to change.
With Apple’s new privacy feature that allows users to opt-out of being tracked, an increase in Adblockers’ usage, and plummeting consumer trust, the power of advertising is on the decline.
The internet has given consumers more autonomy and information, and they are no longer swayed by ads. Everyone looks at ads with a hit of skepticism.
Did you know that,
✅ 69% of consumers no longer trust advertising?
✅26% of users have an ad blocker installed on at least one device?
72% of people feel that almost all of what they do online is being tracked by advertisers, technology firms, or other companies, and 81% say that the potential risks they face because of data collection outweigh the benefits-Pew Research Center
What is left of the ad industry now? How can your business achieve success in a challenging digital ad economy? One answer to this is Content Marketing.
Many suggest affiliate partnerships as a new driver of revenue growth. Partners like content publishers, social media influencers, coupon sites, loyalty programs, charity programs, ambassadors, and more. These can serve as indirect marketing arm and sales force for your business.
Where do you think the future of digital advertising is headed? I have written about preparing for a Cookie-free future and what it means for Advertising. Read the article at Tanzlite Digital.