As the industry is pushed relentlessly towards the edge of the third-party cookie tracking precipice, innovations in contextual are ensuring that marketers can meet and engage with their audiences in the new privacy-first world.
Ad-supported offerings present very promising opportunities for marketers who are concerned about data privacy and the effectiveness of their advertising practices into the future.
Publishers need to perhaps remember that modernising their technology is only one part of the equation and that they need to continue to invest in quality editorial as well.
This will be a fatal mistake for brands as they begin to engage consumers in the metaverse, which, as we’ve seen, takes brand immersion to a whole new level.
It feels like our industry is losing its optimism and succumbing to a postmodern form of cynicism. We are allowing our distrust in tech and other companies that have misused it to drive our vision for how it could be used creatively.
As brands continue to adapt and innovate, we can expect more engaging and memorable activations that redefine the boundaries of consumer-brand relationships and help businesses thrive in an increasingly competitive marketplace.
According to a 2022 report, 87% of U.S. consumers believe the metaverse will play a significant role in the way they interact with brands and 69% of marketers stated they were looking to build more experiences in metaverse-like environments in 2023.
Web 2.5 can help by familiarizing consumers with the Web3 technology while also helping brands and marketers position themselves as leaders in the revolutionary space.