Technology in Advertising 


We Have Met The (Publics’) Enemy And It Is Us - Advertising


Ronn Torossian, CEO, 5WPR

With new technology being introduced practically on a daily basis, the advertising industry has gone through significant changes which also influenced the habits of consumers as well as how and where marketers can reach those consumers. One of the biggest changes in recent months is both Google and Apple phasing out third-party cookies, which managed to shift the long-standing practices when it comes to targeting ads. 

Additionally, the increase in popularity of streaming TV has also increased how many companies are looking for ad placements on TV. Next, because of the pandemic, there’s been a shift to digital shopping, which led to plenty of new tools and technologies being introduced for digital advertising.

Advertising Changes 

As luxury marketer Rick De La Croix says, “Because of the recent changes when it comes to targeting across Google and Apple, plenty of advertisers have had to scramble to find new ways to reach the target audience. When the two companies announced the new changes that were going to end the long-standing practices in targeting ads, in the face of new user privacy regulations a number of marketers, agencies, and tech companies started looking for workarounds. One of the biggest shifts that appeared after the third-party cookie announcement was a number of PR professionals and marketers deciding to start targeting consumers via email instead.

Collecting Data 

Another big shift coming from the announcement by both Google and Apple was companies working with ad tech and martech companies had to find new ways to target audiences. That meant a number of businesses increased their efforts to gather data on their own consumers, which would help in future ad targeting, with data such as peoples’ emotional reactions being included into the mix. In the last year, a number of big corporations have decided to acquire data and tech companies, in order to help learn more about their consumers that are increasingly shopping online. This way companies can collect first-party data instead of third-party data which would become unavailable in the future.

Although plenty of people expected customer experience to be the focus of targeting in the future, the global pandemic made it incredibly important to focus on consumer experiences, which meant collecting more data. That’s why a number of proprietary tools started surfacing that used technology like biometrics, eye tracking, and artificial intelligence, so companies could  measure a number of different things. Measurements include things such as how long people are watching a video ad or how their mood changes while they are watching those ads.

Advertising and Technology 

Finally, despite a number of brands and corporations cutting down their spending during the pandemic because of the economic downturn, the increase of online shopping and streaming TV made ad tech companies get in front of both consumers and brands in order to help connect both sides and solve various marketing and advertising problems. This meant  a number of existing companies had started scrambling to adapt to this new shift in the digital industry, while new types of specialty companies in advertising  threatened to take their spots. These new companies range from retailers, delivery services, and even social media platforms, who are all looking for a piece of the ad business. 

Ronn Torossian - Pot for PetsAbout the Author: Ronn Torossian is CEO of 5WPR, a leading PR agency