How AdTech firms are responding to the digital revolution with data analytics - Seguridad Mania.com - España y América Latina

Digital advertising is in a state of significant disruption. As awareness of data privacy among the public has grown, so have measures to reign in data usage for the purpose of ad targeting. Government regulations like the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) have set stricter guidelines around the collection, storage, and use of personal data in two large markets. Those regulations, as well as the death of third party cookies and other measures by technology companies to “wall their gardens,” will challenge traditional digital advertising strategies, including targeting, pacing, personalization, and attribution. Despite disruption, investment in programmatic advertising shows no signs of slowing down. Join Tony Baer, Principal Analyst for dbInsight, to explore how leading AdTech firms are responding to an evolving digital advertising environment with real-time and predictive analytics, and what capabilities are required for AdTech firms to succeed.