Marketers need to be asking the tough questions about their ad tech partnerships
There’s no one single solution to the third-party cookie dilemma, which means it’s time to determine what works for you, writes Quantcast sales director Darren Morton.
The conversations that have popped up during COVID homeschooling have made for interesting breaks during my work day. The question my young kids ask most often is ‘What’s your job?’ – or, more aptly put, ‘Why do you get to stare at a screen all day when I’m not allowed to?’
After explaining to my daughter what I actually do for a living, she came to the conclusion that my job is terrible because “I hate those ads”.
The internet as we know it is a democratic space for creators, educators, students, journalists, and consumers alike. Despite being disliked by so many in several degrees, advertising is the wheel that keeps this communal diversity alive and thriving.
Advertising is necessary to encourage competition and innovation, but relevance and timeliness is just as important as messaging. We as an industry can do better by finding the right audience at the right moment to reach with our ad content.
