Exchange Wire
Jan 21, 2025
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As the open web becomes increasingly saturated with content and new websites, the risk of advertising in the environment is growing.
Excerpt:
Low-quality websites are a major reason why almost a quarter of programmatic ad spend is squandered, according to research from the Association of National Advertisers.
Going into more detail, a 2024 ExchangeWire report in association with Lumen, details how a primary cause for wasted ad spend is ads ending up on MFA (made-for-advertising) sites. Not only do MFA sites threaten genuine media publishers, but the high number of ads displayed on these sites also means advertisers’ efforts are likely going unnoticed and ignored. Just because ads are viewable, does not mean that they are actually being seen by the consumer.
Looking elsewhere, privacy will continue to be a major challenge for advertisers as 2025 progresses. Although Google abandoned its plan to deprecate third-party cookies for all Chrome users, its decision to instead introduce an easily adjustable way for users to block off all third-party cookies essentially does still deprecate the third-party cookie. As a result of the update, the number of users accepting third-party cookies on the open web is likely to decrease dramatically.
Looking to the year ahead, what can advertisers expect from the open web and how should they be preparing themselves? We asked leaders from across the ad tech industry. The future will depend on intelligent creative
In 2025, the advertising ecosystem will be defined by a transformative shift, placing intelligent creative at the heart of success. As evolving privacy dynamics reshape the landscape, including Google's opt-in/opt-out cookie policy and a likely 76% opt-out rate mirroring iOS, marketers will face an urgent need to adapt.
The future will depend on intelligent creative fuelled by first-party data and insights, driving meaningful engagement across the open web, social platforms, and CTV. Traditional tracking methods will give way to privacy-centric approaches, requiring marketers to craft personalised, impactful creative that not only resonates with consumers but also respects their privacy preferences.
Laura Desmond, CEO, Smartly