In response to calls for tighter digital security and privacy for its users, major companies like Apple and Google are planning to phase out third-party cookies from their platforms. This is significant as it will affect specific practices, such as the long-standing strategy of targeted advertising. While the decision to do so will surely improve user experience, such a change will have lasting effects on the advertising industry.
Nevertheless, advertisers within Asia are looking to rebound as demand for advertising technology (AdTech) trends upwards due to several factors, such as e-commerce and increased internet use in key countries within the Asian region like China.
The Role of Digital Advertising
As reported in an industry study regarding advertising in Asia, research showed that advertising expenditure within the region decreased by 4.3%, which brought down the total market value to 188 billion USD. While this may initially seem concerning, the same report predicts that the industry’s total value will eventually surpass 200 billion USD by the end of 2021.
Much of that growth will be heavily driven by digital advertising, as early estimates suggest the sector will have contributed 67% of advertising revenue within Asia by 2025. Given this promising trend, the impact of digital technologies on traditional marketing strategies should certainly be of interest to several industries and businesses, especially when considering advertising technology’s many advantages. Players and start-ups within the spaces of machine learning, AI, and other forms of smart technology can find benefits in gearing towards businesses looking for AdTech solutions.
While the advertising industry by way of AdTech is currently experiencing positive development, consideration should be given to how the sector can further adapt and innovate. In the white paper “Vision Artificial Intelligence: The Future of Advertising” by YCP Solidiance, a shopping mall company in China substantially boosted advertisement revenue in several of its establishments through the implementation of Artificial Intelligence (AI) in their marketing processes. By retrofitting pre-existing outdoor displays with AI technology, the company was able to create a solution that helped correctly target ads for particular demographics, practice efficient ad conversion tracking, and collect valuable in-depth, actionable data to be used in market research and consumer behavior studies—even amidst a global pandemic that reduced foot traffic to its stores.
Through the application of technology like AI within traditional advertising processes, businesses in various sectors can continue to improve their advertisements and products via accurate and efficient market research. Furthermore, by striving to experiment on the integration of different forms of technology with advertising, advertisers and customers alike are set to create new partnerships and opportunities to innovate, keeping AdTech’s future bright.
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