2022 is getting closer, and it’s likely to be an exceptional year for businesses working in digital advertising.
Even though the COVID-19 pandemic hasn’t ended yet, and many analysts are already cautious about the risks related to ‘Omicron’, the global digital ad industry has successfully bounced back from the last year’s slow-down. More importantly, given the acceleration of mergers and acquisitions tracked in the past 12 months, 2022 will be a very exciting year for companies working in online advertising.
So, what are the key market trends to watch out for next year?
Metaverse (& Metaverse Ads)
If there’s a buzzword for 2021, it’s definitely metaverse. Even though the entire concept isn’t that new, when Mark Zuckerberg mentioned it in the context of Facebook’s (now: Meta’s) future, the market lit up instantly.
In this respect, in addition to numerous successful brands’ collaborations, the digital property space in metaverse has been recently booming, too, with valuations rising to record-breaking heights.
As for the prospects for 2022, metaverse in a whole, and metaverse advertising in particular, will definitely undergo its further evolution, yet its dynamics will significantly depend on how fast the implementation of 5G infrastructure will be going forward.
Not only OTT has officially become CTV this year, but the entire CTV advertising space has been blooming, mostly fueled by the rapid market capitalization, and the massive growth of viewers’ streaming activities across devices, worldwide.
What does this mean for 2022? Well, we can definitely expect the acceleration of development of new measurement and attribution solutions in the niche, with some new tech to be launched in H2, if things go well.
Even though Google has postponed the deprecation of third-party cookies until 2023, the importance of developing a complex data strategy took the limelight in 2021.
More importantly, this aspect will grow even more urgent next year, specifically for publishers of digital properties who monetize their inventory with display and video ads.
In particular, their primary focus will imply the development of complex first- and zero-party data strategies, involving data lakes, CDPs and other related tech solutions.
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