Publishers may face difficulties in monetising online advertisements with third-party cookies increasing their security levels. But solutions will be in place so that publishers and media owners can utilise first-party data and allow brands to showcase their competitive edge with or without cookie inventories.
Also something to look forward to in 2020 is the growth of data collaboration. This development will help publishers recover ad budget invested in Google and Facebook. A cohesive and mutually beneficial environment is crucial to acquire the spending power that large companies like Netflix and Amazon Prime are now enjoying. The aforementioned companies will be offering premium packages to their loyal clientele in the name of quality customer service and sustainable business models.
Depending on the movement of this collaborative ecosystem, brands will have to be cautious with their budget while still retaining their sense of control.
Data privacy regulations are starting to address loopholes and many business models are under pressure to incorporate privacy legislations into their internal policies and existing security systems. Publishers must value consent as an important aspect of their business model. They should allow consumers to have direct control of their data. If consent was given, they the right to know how third parties are using their personal information.
Pressure regardless, stricter data privacy regulations will propel Internet-driven industries forward. Without a doubt, 2020 will be a year where both consumers and digital marketers will value “consented engagement.”