{"id":18506,"date":"2019-10-15T09:22:22","date_gmt":"2019-10-15T07:22:22","guid":{"rendered":"https:\/\/yieldbird.com\/?p=18506"},"modified":"2024-07-22T19:27:14","modified_gmt":"2024-07-22T17:27:14","slug":"programmatic-trends-2020","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/programmatic-trends-2020\/","title":{"rendered":"Programmatic 2020 Trends: Five Things to Take Away from the YieldFest London Publishers Meetup"},"content":{"rendered":"\n

Only in 2020 will we feel the full strength of the changes in the digital advertising that are now taking place. Once ad budgets for 2019 are spent, advertisers will have more flexibility in implementing new strategies that will impact publishers. The total value of the advertising market will not decrease but the resource allocation itself will change. In order not to be outdone, we must constantly test – and cooperate more closely.<\/p>\n\n\n\n

In the ocean of system changes, no publisher is an island. From the recent switch in Google AdManager auction model<\/strong><\/a>, through restrictions on the use of third party cookies for targeting, to subsequent effects of GDPR – we can try to deal with all this on our own, based on our own research, making decisions within our own proven team – relying on our own success. If this is what your plan looks like, then you are not the only publisher choosing this path. However, what if your own strategy will bring negative effects? Then, this will be your own burden.<\/p>\n\n\n\n

That is why more and more publishers assume that even when operating on the same market and competing for the same resources, it is worth being in constant contact with each other. <\/p>\n\n\n\n

The Yieldfest<\/strong><\/a> meetup, held for the first time in London, gathered the representatives of over 30 publishers from the UK and Europe who talked with us about their biggest challenges and priorities for 2020.<\/p>\n\n\n\n

What we learned:<\/strong><\/h2>\n\n\n\n


Let\u2019s not underestimate GDPR <\/strong><\/h2>\n\n\n\n
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GDPR quickly became the buzzword of the meetup \u2013 somewhat understandingly considering that in its June report the UK\u2019s data protection authority, the Information Commissioner\u2019s Office<\/strong><\/a>, raised objections to current practices of using personal data by, among others, digital publishers (including the legitimate-interest clause).  <\/p>\n<\/div><\/div>\n\n\n\n

Will the ICO remain isolated in this appeal from a global perspective? That is very doubtful. So what actions are worth taking in advance?<\/p>\n\n\n\n

Reconsider your current\nonline advertising practices and engage with other business units (eg.\nmarketing & sales) to have a clear picture of what activities are being\nelaborated and what use of personal data collection this involves. Together\nreview the privacy and cookie notices and where necessary, enhance the sections\non marketing and digital advertising to give your users a much clearer picture\nof what is happening to their data. <\/p>\n\n\n\n

Also, stay up to date with further ICO actions, as the DPA will release a second industry review in December.<\/p>\n\n\n\n

\u201cIt\u2019s complicated\u201d is no longer an excuse. People expect players across the advertising industry to use their information in a way that is respectful, lawful, transparent and secure.<\/em> The GDPR applies to all sectors and adtech is no exception.<\/em><\/p>\n\n\n\n

Simon McDougall – Executive Director \/\/ ICO<\/strong><\/a><\/p>\n\n\n\n

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