Perspective - A Continued Shift Toward Cookieless Strategies

How will the rise of streaming services and cord-cutting impact the advertising industry by 2024?

The rise of streaming services and cord-cutting will have a significant impact on the advertising industry by 2024. Advertisers will shift more budget towards CTV and digital streaming platforms as they become increasingly popular among all age groups generations.

This shift will also allow for more personalized and interactive advertising, leading to improved conversion tracking and higher prices. With more viewers choosing to include advertising to lower monthly costs, there will be increased opportunities for advertisers, but it may take some time for consumers to adjust to these new ad formats.

Additionally, continued consolidation among streaming services and the potential for new data partnerships will play a key role in shaping the advertising landscape in the coming years.

Overall, the growth of streaming services and cord-cutting suggests a shift toward more targeted and personalized advertising, with the potential for some short-term challenges and changes in the industry.

With privacy concerns on the rise, what precautions and measures will Eyeota take to ensure ethical and responsible data practices by 2024?

In order to ensure ethical and responsible data practices by 2024, Eyeota will continue to focus on transparency, quality, and compliance in data practices. This can be achieved by investing in key infrastructure and talent to regularly review and update data practices to meet industry standards and adapt to new regulations.

Additionally, Eyeota will enhance its data protection measures by utilizing UID2, ID5, IDFA, AAID, HEMS, and contextual identifiers for segment targeting, regularly reviewing data partners and only working with premium partners, and ensuring the protection of our unique first-party data from exposure to bad actors. Eyeota will also implement consistent reviews of data partners to ensure they act ethically and responsibly.

This could involve regular audits and checks to ensure data accuracy and prevent any misleading leads, ad fraud, or other malpractices associated with digital advertising.

Furthermore, Eyeota will prioritize data encryption, backups, and password protection, as well as access management and identity management to prevent data breaches. Lastly, Eyeota will work towards compliance with laws and regulations while also advocating for the importance and benefits of targeted ads through branded ad campaigns and working with organizations such as the Ad Council to educate the public. By implementing these measures, Eyeota can ensure ethical and responsible data practices while also protecting users' privacy.

Australian Privacy Act: Eyeota is prepared to diligently assess any new rules that come into effect as the APA is updated, and we are prepared to incorporate these changes into our existing compliance framework. We are committed to staying aware of these evolving data privacy regulations and ensuring that our data processing and storage practices remain in alignment with the latest legal requirements.

To the extent that data subject consent becomes required for the trading of personal information in Australia, Eyeota will be in a great position to comply with those rules (e.g., by adopting an industry consent mechanism that compares to the TCF in the EEA).

- Trent Lloyd, Head of APAC at Eyeota

Eyeota is pioneering the future of trusted, quality third-party data in a cookieless world. Want to learn more? Contact our audience specialists at datadesk@eyeota.com for more information.