From the AI bandwagon to privacy woes to the ever-evolving Cookiepocalypse drama, there are a ton of contentious topics in the AdTech and MarTech industries to stay on top of. These are topics that require immediate consideration and action if your company intends to stay ahead of the curve for the second half of 2024 and beyond. Read on to get inspired and be sure to ready your LinkedIn post builder – there are some great conversation starters below!  

AI Fear Mongering

The powerful combination of Artificial Intelligence (AI) + automation has advertising professionals on shakier footing.  Fields like media buying and campaign management are ripe for an AI-powered disruption, with many wondering if and when AI could replace jobs traditionally held by humans. 

While that future may still be years in the making, bias and ethics in AI-powered advertising is very much a now problem. Many are rightfully concerned about the ethical use of AI in ad targeting. AI isn’t necessarily renowned for its understanding of nuance, and, since it uses the internet to learn, it often leans into conventional (and often harmful) stereotypes. When given the power to develop ad strategies, AI algorithms perpetuate biases, leading to unfair targeting and exclusion of certain groups. 

Cookiepocalypse is Canceled

Google left jaws on the floor after dropping the delayed timeline ruse and announcing the anticlimactic end of the Cookiepocalypse. Cookie deprecation is officially canceled, as Google scraps its initial plans in favor of a solution that offers more user choice. Planning for cookie deprecation hasn’t just been a hot-button topic of the summer, it’s been a central focus of many MarTech and AdTech companies for years. The industry has been hard at work on alternatives to third party cookies and many are wondering what to do next. 

As the industry scrambles to adjust to Google’s latest announcement, it’s still TBD on what happens with alternative methods. But one thing is certain: We’re all tired of being jerked around by Google. An industry-wide move towards more data control and autonomy is almost certainly in our future. 

People vs. Big Tech

The age-old (ok, it’s not that old) saying goes “If you’re not paying for the product, you are the product.” And users are not happy about being the product. The ongoing debate surrounding consumer rights to data and who can own and monetize that data grows more heated with each passing year. Users today are starting to question if they should be compensated for the use of their data.

Big tech players like Google and Facebook have been criticized for the chokehold they have over consumer data – many argue it should be more decentralized. And these big tech companies aren’t just dominating data… they also dominate the advertising ecosystem. Which brings us to our next point:

Publishers vs. Walled Gardens

It’s no secret that walled gardens dominate the advertising landscape. And like most monopolizers, they offer little choice and transparency. Critics argue that the market power of walled gardens stifles competition and innovation, as smaller players struggle to compete. 

Not unlike broad cultural pushes to shop small business or support indie artists, within the AdTech landscape, there is a push to support smaller publishers with more bespoke offers, reporting and service. 

Fragmentation, Ad Fraud and other Measurability Woes

It’s no secret that as the digital landscape grows more fragmented, it’s becoming increasingly difficult to measure and attribute ad performance. As traditional tracking methods become less reliable, many AdTech companies are opting to build their own proprietary attribution and measurement models which (surprise!) don’t play well with others.

Meanwhile, ad fraud and issues with ad viewability continue to plague the industry, with debates over the best methods to detect and prevent fraudulent activities.

Millions in Non-Compliance Fines

Last year, Meta made headlines by accruing a multimillion dollar fine for non-compliance with GDPR laws. More than a full year later and the industry is still running amok with compliance-related fines. While governing bodies argue their mandates protect the privacy of individuals, companies argue that strict laws stifle innovation and prevent them from authentically connecting with consumers. The lack of uniform global standards for data privacy and adtech practices leads to complexity and confusion, especially for companies operating in multiple regions.

MORE (Data) Parties?

For the past few years, the future of third-party data has been questionable at best. Given the latest cookiepocalypse cancellation announcement, that future is even more uncertain. For years, Adtech and MarTech companies have been investing in first-party data strategies as a salve for the deprecation of third-party cookies. But it remains to be seen whether first-party data can fully replace the insights and targeting capabilities provided by third-party data.

Meanwhile, there’s a new party in the house – Zero-party! The search for innovative alternatives to third-party data, such as zero-party data (data that a customer intentionally shares), has led to even more debate around effectiveness and implementation.

More Questions than Answers

If reading this article has you feeling stressed out, you’re not alone. Just writing this has left us with more questions than answers. But it’s exciting to work in an industry that moves at such a pace that we’re always driven to innovate to stay ahead of the curve. 

Let’s dive into the vast unknown together! Ready to dig deeper? Click here to check out top advertising and big data use cases that Aqfer clients are developing to combat – and stay ahead of the curve – on hot button issues like these.