2022 has been a year of upheaval and enlightenment for the global AdTech industry, where Big Tech and Big Media have tried to figure out (yet again) their revenue strategies and the best ways to succeed. While some big tech companies have done an about-face on advertising – Netflix launched its ad-supported model and Apple is reportedly building its own Demand Side Platform – others have thrived by being data-focussed and emphasizing customer retention. The Trade Desk reported 31% revenue growth in Q3 2022, a prime example of how companies can drive revenue growth in tumultuous times.
With the ads industry going through challenges fuelled by policies around identity, measurement and privacy, top media businesses must go back to the blackboard to rethink their revenue strategies and be more responsible and accountable about how they connect with their customers. Added to that, the looming recession that could impact ad spend and the decisions big tech makes now can impact the industry not only in 2023 but in the long term as well.
