As data protection restrictions tighten, advertisers are becoming more aware of the importance of ethical and transparent data use. The Transparency and Consent Framework 2.0 (TCF 2.0) went into effect on 15 August, encouraging publishers and providers of advertising technology solutions to be more transparent about consumer data protection. On the other hand, it has given users of digital media greater control over what information they share and with whom. As various regulations on consumer data privacy and protection restrict the access to third party, a more precise version of contextual targeting, i.e. contextual intelligence, is becoming more popular.

No textbook could have predicted the times in which we live and do business. COVID-19 certainly influences our purchasing habits, making it difficult for companies to forecast consumer behaviour. Therefore, data has become even more important than before because it helps you better understand your customers’ needs and respond accordingly. To help you achieve better results, I am providing the answers to some of your questions.

As consumer behaviour has become more volatile, it is increasingly important to attract their attention at the right time with the right message. In line with this, we are seeing growing investments in programmatic advertising, which is no longer limited to digital media but is being actively shared to other digital devices that are part of the Internet of Things (IoT). Digital screens for outdoor advertising are also an increasingly important part of this system, capturing consumers’ attention at various points of interest – from shopping malls to airports and shops. In addition to the fact that these solutions make it much easier to change creative solutions compared to traditional outdoor advertising, the ability to use data offers a key step towards greater efficiency.

When we talk to our clients about the advantages of digital advertising compared over its traditional forms, we repeatedly refer to its effectiveness, measurability and the ability to adapt advertising campaigns in real time. These are the key benefits of digital advertising, which give companies better returns when it comes to advertising investments. Of course, modern digital advertising is fuelled by data, which has become a precious commodity. However, the growth in usage increasingly calls for the use of a single data source, as this is the only way to ensure comprehensive and transparent insight into the performance of advertising campaigns.