This Martech Series article talks about digital advertising’s challenges and areas of growth in 2021.

The key points in the article are:

• Mobile first-future is already here
• The most sought-after content is video
• CTV matures as an advertising medium
• The ongoing rise of audio content
• The wave of new DSPs
• Cookie depreciation and need for common ID
• IDFA consent and the new iOS landscape
• New approaches to cross-platform attribution
• AI and ML are taking root in the market

Agree with the author, Yaroslav Kholod, on how critical first-party data will be to digital advertising going ahead.

In the face of the looming phase-out of advertising IDs and the absence of viable alternatives (so far), marketers have to focus on their first-party data. Capabilities to collect, segment, and activate owned data are must-haves to remain competitive in this new market.