How contextual advertising is reshaping the game
GumGum’s country manager for Australia, Matt Coote, explains why contextual advertising is rewriting the rules of digital advertising and paving the way for a privacy-first future.
Imagine walking onto a footy field only to be told the rules of the game have changed. You’re not just playing to win anymore — you need to figure out a whole new way to play. That’s exactly where the digital advertising industry finds itself heading into 2025.
For me, 2024 was about navigating change. I stepped into my role at GumGum at a time when Australian advertising is undergoing one of its biggest shake-ups in years. But as any footy fan will tell you, new rules require you to rethink your tactics. And sometimes, it can be the catalyst for a better game plan altogether.
The year that changed the game
2024 delivered two monumental shifts in how we approach advertising. First, the Privacy Act amendments landed with the force. Businesses now need to do more than just talk about respecting data—they have to prove they can do it. Clear consent, transparent practices, and hefty penalties for breaches are the new rules of engagement with consumers.
Second, Google’s delay on third-party cookie deprecation gave some advertisers a reprieve of sorts. But this delay is little more than a signal to prepare for a future free of cookies.
