Big Tech is effectively eliminating advertisers’ ability to target, track, and measure ads outside of their walled gardens — brands will no longer have the ability to retarget consumers across their site visits, and data on performance will be extremely limited.
Then, there’s Facebook, Google, and Amazon grabbing more than 90% of total new digital ad spend, giving them an uncontested green light to raise rates. Facebook’s average rates are now above $10 CPM. But what’s worse: Today’s consumer doesn’t trust or like interruptive ads, and that is starting to work against advertisers.
The bottom line is that advertising is facing nothing short of an existential crisis. It gets worse — consumers aren’t responding to ads in ways that make the cost worthwhile.