With 2024 wrapping up, we’re optimistic about what the future brings for advertising. Looking to the future, advertisers have a lot of questions: What’s going on with data privacy? Will the new year have AI in the spotlight? What are customers sick of, and what’s fresh in the advertising world?
Our Chief Business Officer Vibhor Kapoor and our VP of Data Science Engineering Andrew Pascoe recently shared their thoughts on SmartBrief. Here’s what you need to brace for 2025 and stay ahead.
In 2024, Google announced it wouldn’t phase out third-party cookies entirely but would instead offer consumers a choice to opt out of 3PCs. While many other browsers have already moved away from 3PCs, advertisers have been given ample time by Chrome to figure out alternatives.
Our VP of Data Science Engineering put it this way in his feature article on 3PCs: “‘Paying attention’ or ‘waiting and seeing’ are simply no match for hard-earned, real-world experience.” With all the movement toward data privacy, advertisers need to experiment with new methods of audience targeting now.
Our team at AdRoll has been experimenting in Google’s Privacy Sandbox for alternatives to 3PCs, which are becoming increasingly more important. If you’re uncertain where to start, we have a comprehensive guide teaching you all the ins and outs of cookies.
Looking for direction? These are some options Pascoe recommends:
First-party and zero-party data: According to eMarketer, 77% of marketers are already pursuing first-party data as an alternative to third-party data, and almost 15% plan to in the next year.
Alternative identifiers: Marketers can access cookie-less IDs being rolled out by various vendors, such as The Trade Desk’s Unified ID 2.0, Yahoo’s ConnectID, and LiveRamp’s RampID.
Data clean rooms: Marketers can use this technology to share their own data, which gets blended with data from other advertisers and sources, enabling targeting at a greater scale while also maintaining user privacy and data security.
Many emerging technologies are moving beyond the Gartner Hype Cycle into practical applications:
Generative AI: It’s simplifying data analysis and enabling smarter decision-making by transforming complex insights into actionable strategies.
Video marketing: CTV and digital out-of-home advertising are expanding the reach of video content, making it central to storytelling and consumer engagement.
Attribution and ROI: Advanced AI tools are enhancing attribution models and bridging data silos, helping marketers better understand their impact on complex customer journeys.
What’s killing the hype for these? Our Chief Business Officer Vibhor Kapoor highlighted this in his article on 2025 trends: “After users cut through the hype and realize the limitations of the new technology, the [“Peak of Inflated Expectations”] is followed by a ‘Trough of Disillusionment.’” That skepticism ends in a “Plateau of Productivity.”
Advertisers will have documented processes for these hype trends, normalizing them. And if you haven’t thought about how to use these tools to succeed as an advertiser, now is the time.
With the explosion of communication channels and brands competing for attention, storytelling is regaining prominence as a means of authentic connection. In 2025, stories that are relevant and consistent will stand out amidst trend chasers and marketing noise.
Storytelling is about more than grabbing attention. It’s about building meaningful connections that foster brand loyalty. Now that anyone can make campaigns with a few button clicks, differentiating content with perspective will make a difference. It’s hard — that’s why few people do it.
However, many of the automation tools we use produce similar results, and the playbooks we use are tired. Customers make distinctions between ads that follow the rules and those that stand out.
Advertisers are asked to manage more pieces than ever. With so many channels and strategies, it’s hard to stay focused on what brings success. The key isn’t trends, but consistency and authenticity.
At AdRoll, we’ve been helping businesses grow revenue for over 16 years. If you’re overwhelmed juggling channels, 3PC changes, and the demand for storytelling with shrinking budgets and teams, let AdRoll help.
Last updated on December 20th, 2024.