Chris Emme, Managing Director, Americas at Eyeota writes for the IAB on how to assess your data stack: "The ad tech landscape has outlived an era of turmoil marked by an overabundance of players with fragmented data solutions (buying technologies). In their wake, over-promising and under-delivering resulted in a period of confusion. As the dust finally settles, however, brands can now more clearly see whom the key players are in the platform space and make decisions about their tech stacks accordingly. Simultaneously, marketers are choosing particular buying platforms to automate media buying across search, social, display, mobile and more, and are now on the road to true automation."
The IAB recently released their The State of Data report, which showed that more than $19 billion will be spent in the US on third-party data and on the technical solutions to manage this data in 2018, which represents a 17.5% increase on 2017.
Pieter de Zwart, Eyeota Chief Technology Officer explores the future of the cookie for The Drum. The cookie’s fall from grace has been nothing short of epic. Misused and abused, the cookie has carried the blame for the consumer privacy concerns that plague programmatic advertising to this day. While many have already declared it dead, it might serve us all to pause and acknowledge that, in truth, the cookie is far from obsolete. It’s likely that cookies will play a more peripheral role in digital advertising moving forward, but for now, they are still the fundamental backbone of the internet.
Financial services advertising, which includes (but is not limited to) commercial banking, insurance, investment and credit card advertisers, is a major contributor to global digital advertising spend the U.S. In fact, digital spend from the financial services sector is expected to reach $15.69bn in 2019, representing 12.1% of all digital ad spend in the U.S.1
Speaking to AdNews, Eyeota international managing director Aaron Jackson said the ad tech buying spree is by no means over and more consolidation is inevitable, as data continues to lure companies in. He stresses that market contraction should not "cause concern".
