It's hard to believe we're almost two weeks into the new year! Looking back on the past year, 2014 was definitely the year of big data, mobile and programmatic. As for 2015, we once again expect to see significant and exciting new changes. Advertisers and agencies alike will need to shift their strategies and spend in order to adapt.
Looking ahead, we expect Identity Management, Small Data, and Expressed Data to be three broad-stroke trends that will significantly change the display advertising landscape in 2015. Here's a preview:
Ad measurement became much more difficult in 2014 due to (1) the decline of third-party cookies, and (2) a large beahvioral shift in which consumers relied on multiple devices unlike ever before. This two factors led to great inaccuracies in crucial ad measurements such as reach, frequency and targeting. In order to solve this problem in 2015, we expect ad tech vendors to start providing identity management solutions that will both aggregate cookies into a single identity and in some cases, connect advertising touch points to a real-world identity.