On November 17th, The Series gathered eleven leaders from the most sophisticated publishers and supply-side technology companies to discuss addressability’s uncertain future. Moderators sparked candid conversations and asked panelists tough questions on topics ranging from the current state of the publisher ecosystem, the role of big tech, and the future innovations required to thrive in the midst of uncertainty. We’ve outlined five key takeaways from the event below:
Takeaway 1: Big tech influenced where we are today.
In The State of the Union on Addressability, TrueData’s CEO, Elliott Easterling, illustrated how the rightful demand by consumers for greater transparency resulted in dominance by a few large companies. Google and Apple made fundamental changes to digital addressability, making it harder for publishers who rely on advertising to generate revenue. Many panelists directly discussed the impact of big tech on the industry.
Takeaway 2: Publishers must prioritize the consumer experience when considering addressability solutions.
Panelists agreed that it is easy to get caught up in the technical nuances of addressability but believed that it is imperative not to lose sight of the value it creates for the consumer. Addressability enables a unified customer journey and a personalized experience, regardless of the type of content. Publishers who understand their customers’ habits and behaviors will be more successful in the long run.
Takeaway 3: Testing, testing, testing.
While disruption almost always leads to innovation, a myriad of new solutions means that publishers are testing multiple options to ensure their needs are met. Panelists agreed that big tech dominance hinders industry progression, they shared the sentiment that the immediate solution is innovation and testing. Generating insight from emerging technologies and collaboratively innovating a broader identification strategy will quickly propel the industry forward.
Takeaway 4: Privacy matters to both consumers and adtech companies.
Rebuilding the ecosystem in a way that has privacy at its foundation is one positive result of recent disruption. Panelists discussed how companies with technologies that respect consumer privacy and leave the ecosystem bulletproof to big tech changes will grow quicker and will influence the future.
Takeaway 5: The future is bright but there is still a lot to do.
Throughout the entire event, there was a shared sentiment that despite the unknown in the industry the future is bright with a lot of opportunity. An open and free internet can still exist but more innovation is required. New technologies will emerge and multiple players will succeed in the new world of addressability.
Catch up on these takeaways and much more with our event media available on demand.
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