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Here Are the Biggest Obstacles Faced by the Ad Industry in 2022

As 2021 draws to a close and we start to enter 2022, suffice it to say that the state of the ad industry is in flux. Advertising has often been a controversial subject, and with new policies implemented by Apple it might now be significantly harder for advertisers to target the customers that are most relevant to them, but this is just one of the many obstacles that this industry will face this year.

Mediaocean recently conducted a survey of 250 professionals working in the media industry, and these professionals have revealed some of their concerns with respect to the state of the ad industry in general. About 60% of respondents said that the biggest change they expected to see was in media integration since this was something that the ad industry struggled with quite a bit in 2021 and that will make it more necessary to tackle the issue moving forward.

With all of that having been said and now out of the way, it is important to note that the lack of cookie access that might become notable with so many big platforms moving away from them will require a shift in how ads track analytics. 57% believe that a change in these performance improvement metrics will be pivotal, since without them it would be more or less impossible for the ad industry to start showing ads that are actually relevant to people to any extent at all.

What’s more is that 31% of the respondents said that targeting will have to become more contextual with all things having been considered and taken into account. 38% also mentioned that taking on up and coming advertising channels such as TikTok and VR games will be a priority for them since this is uncharted territory that could vastly improve the performance of their ads at least in the short term.


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