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  • fe4d2ec0-738c-4eb3-8990-22a5598a8612

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    Shad Roi
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    The document provides background information about the author, Kevin Spurway, including his 20+ years of experience leading marketing teams and education background. It then discusses how digital transformation has accelerated during COVID, with adoption increasing by 6-10 years. Online ad spending is projected to reach $400B in 2022 as spending follows audiences to digital platforms. However, competition is intense as new threats can emerge from any sector and traditional models are being disrupted by changes in digital advertising, subscriptions, and content funding. Privacy concerns are also driving changes as Apple and others implement restrictions on ad tracking and third-party cookies. The document raises questions about how these changes will impact publishers, advertisers, and their strategies going forward in 2023 and

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    The document provides background information about the author, Kevin Spurway, including his 20+ years of experience leading marketing teams and education background. It then discusses how digital transformation has accelerated during COVID, with adoption increasing by 6-10 years. Online ad spending is projected to reach $400B in 2022 as spending follows audiences to digital platforms. However, competition is intense as new threats can emerge from any sector and traditional models are being disrupted by changes in digital advertising, subscriptions, and content funding. Privacy concerns are also driving changes as Apple and others implement restrictions on ad tracking and third-party cookies. The document raises questions about how these changes will impact publishers, advertisers, and their strategies going forward in 2023 and

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    19 views15 pages

    fe4d2ec0-738c-4eb3-8990-22a5598a8612

    Uploaded by

    Shad Roi
    The document provides background information about the author, Kevin Spurway, including his 20+ years of experience leading marketing teams and education background. It then discusses how digital transformation has accelerated during COVID, with adoption increasing by 6-10 years. Online ad spending is projected to reach $400B in 2022 as spending follows audiences to digital platforms. However, competition is intense as new threats can emerge from any sector and traditional models are being disrupted by changes in digital advertising, subscriptions, and content funding. Privacy concerns are also driving changes as Apple and others implement restrictions on ad tracking and third-party cookies. The document raises questions about how these changes will impact publishers, advertisers, and their strategies going forward in 2023 and

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 15

    A little about me...

    ● 20+ years leading high-performance


    marketing teams

    ● Most recently at Appian, previously


    MicroStrategy, PTC, others

    ● Helped lead two software companies through


    IPO – NYSE: SMWB and NASDAQ: APPN

    ● BA from Dartmouth College and JD from


    Harvard Law School
    Kevin Spurway
    Chief Marketing Officer / Based in US

    Business Proprietary & Confidential | 2


    Digital has fundamentally
    transformed how we live,
    work, and play

    Business Proprietary & Confidential | 3


    COVID accelerated digitization by 6-10 years

    +7 yrs
    +6 yrs
    +10 yrs

    SOURCE:

    Adoption acceleration of products/services that are partially or fully digitized

    Ad World Presentation 2021


    Ad spending follows the audience

    Online ad spending
    is projected to reach
    $400B in 2022

    Source: eMarketer

    Ad World Presentation 2021


    Competition for
    digital leadership
    is intense…

    New threats can


    come from anywhere.

    Business Proprietary & Confidential | 6


    Traditional models are being disrupted.

    + =
    Digital Subscriptions Funding of
    advertising and products content creation

    What happens when the IDs and technologies enabling


    this ecosystem start to disappear?

    Business
    Competitive
    Proprietary
    Analysis
    & Confidential
    Playbook | 7
    Privacy concerns and regulatory
    changes are driving change

    Apple announces opt-in


    Apple enforces opt-in
    EU enforces GDPR requirement for ad
    requirements
    tracking in Apps

    May 2018 June 2020 April 2021

    Pre-2018 January 2020 July 2020 2023 - Future

    Safari and Firefox Google plans to sunset


    California enforces Chrome Sunsets 3p
    sunset 3rd party 3p cookie support in
    CCPA Cookies
    cookies early 2022

    Business Proprietary & Confidential | 8


    What we will lose

    Retargeting Lookalike Conversion Audience Attribution


    and behavioral optimization behavioral
    targeting insights

    Business Proprietary & Confidential | 9


    Essential questions to develop your strategy

    Publishers / Ad Sellers Brands / Ad Buyers

    How do I pick which brands to target for How can I determine what media are
    ad sales? working for myself and my competitors?

    What do my customers love about my How can I be sure of the quality of the ad
    content today? impressions that I’m purchasing?

    Which sites are sending me the most traffic? Where are my competitors buying ads?

    Which other sites do our readers visit often? How can I better understand the
    behavior of my target audiences?

    Business Proprietary & Confidential | 10


    How do I pick which brands to target for ad sales?

    Business Proprietary & Confidential | 11


    Where are my competitors buying ads, and what are
    they running?

    Creatives

    Business Proprietary & Confidential | 12


    In conclusion ● 2023 is almost here. Prepare like it’s 1999.

    ● The way buyers buy ads is going to change.

    ● Publisher business models will continue to


    shift.

    ● Digital intelligence gives you the edge you


    need to stay ahead.

    Business Proprietary & Confidential | 13


    Global Coverage

    Similarweb is the fastest, Websites


    easiest way to discover Content Apps

    what’s really happening Pages

    online.
    Search Audiences
    Terms

    TRY IT FREE
    Display Product
    similarweb.com Ads SKUs
    Categories

    Across Industries

    Business Proprietary & Confidential | 14


    Thank you.

    Ad World
    Ad World Presentation
    Presentation 2021
    2021

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