PerformanceIN 2020 Predictions: Industry Comments

What a year 2019 has been. With predictions coming in thick and fast as digital marketing prepares for 2020, PerformanceIN asks experts to share some thoughts on the top opportunities and challenges to emerge in the next 12 months. Here’s part one on consumer data, privacy, ad fraud and transparency.

 Ben Barokas is Co-founder and CEO, Sourcepoint

“The last few years have introduced a level of uncertainty to digital advertising; the traditional ways of doing business have been impacted by increased regulation, privacy product innovations from tech-giants such as Apple, Firefox and Google, and a growing concern from consumers about where and why their personal online data is being shared. We’ve reached a point where the ad tech industry needs to seize the opportunities that a collaborative approach to consumer privacy rights and publisher sustainability can bring. 2020 has to be the year that consumers regain a level of trust through robust relationships with media owners, and engage directly on preferences around consent, content, and advertising. For those in the US, the California Consumer Privacy Act will be a starting point, but globally we’ll see publishers taking a new approach….”

Read the full article on PerformanceIN.