2022 Predictions: What Can Publishers Expect? Reading Time: 3 minutes
Never before has the marketing and ad-tech industry witnessed change in consumer behavior and revamped advertising strategies as it has in the previous few years. There is no doubt that 2021 and 2020 will be recalled as years of dramatic and rapid change for publishers.
With 2022 around the corner, we can expect more radical changes in the ad-tech industry affecting both advertisers and publishers.
Read through to unveil what has the year 2022 in store for publishers.
Removal of Cookies
In the case of effective digital advertising, trust between publishers and their viewers is exceptionally vital. Almost all the users don’t provide open consent to use their data because they find allowing cookies less secure and they understand that data collection poses more risks than benefits. After Chrome and Safari, Big Tech continues the movement to prioritize user privacy and eliminate third-party cookies. With Google’s plan to remove cookies in 2022, publishers need to take some crucial steps, and have to shift from an individualized approach to a cohort-based one.
For publishers, this change will be a task to deal with lesser data as cookies allow them to collect anonymous data that improves user experience. On the other hand, users might feel more protected with this movement as their demand for incorporating more security will be fulfilled.
Maximized Advertising Budgets
According to a recent McKinsey survey, more than 75% of buyers and sellers now prefer digital interactions over face-to-face interactions. Machine learning, a type of Artificial Intelligence, will be helpful in predicting outcomes and may assist advertisers to understand their shifting consumers’ behaviors, making most of these things easier. Increasing online consumers is impacting advertisers’ budgets too and at the same time affecting publishers.
There is so much scope for boosting revenue for digital publishers. Digital publishers can take on this potential revenue by strongly focusing on optimizing their monetization. With the help of granular machine-learning-driven insights, publishers can help advertisers to serve targeted advertisements. All in all, it’s a win-win situation for publishers.
Massive Growth of Online Consumers
Post covid online consumers have risen as they explored online sources.
Adults in the United States spent one hour more per day on digital activities in 2020 than they did in 2019, and 39% of Americans said they used their phones more during the pandemic. Increasing consumers provides publishers a chance to attain higher CPMs (Cost Per Mile) than usual. Moreover, trends clearly show that online consumers will grow more in the upcoming year.
Adoption of High Privacy Laws
In the last few years, privacy has become a sensitive topic in the digital era. Publishers are being forced to reconsider their digital business strategies as a result of data protection laws and privacy-conscious browser updates. They should expect to face additional privacy legislation from other nations in addition to the GDPR and the CCPA.
Publishers can rely on the certainty of privacy regulations, declining cookie reliability, and the “new normal” even when things are incredibly uncertain.
With growing online consumers, publishers will have an opportunity to achieve lucrative revenue and improve their website monetization strategies. Publishers will be looking more towards privacy laws and providing a safer experience to users than usual. With advertisers spending huge budgets, publishers can capture more profits by adopting programmatic solutions. Furthermore, as we get closer to a world without cookies, the need for a cohesive ad tech solution will be higher.
VDO.AI curates remunerative monetization for publishers that deliver incremental revenue and pageviews at the same time. We believe in providing impactful results without compromising consumer security. So, let’s unlock new revenue and engagement for your website by leveraging our premium ad formats that engage your users. Connect with us to make your 2022 more lucrative and kickstart it with a boom.