Ad tech stocks are skyrocketing even as regulators clamp down on advertisement tech, particularly in Europe. Rather of future-proofing their collaborations, products and strategies, consumer and media brand names are squandering time. The future of marketing does not rely on brand-new methods to track consumers. Rather, it relies on marketers and media owners together specifying an audience-driven vision and identifying how advertising innovation will support it. The other method around will not work anymore.

Postponing the inevitable.
In many cases, rejection is at play. When stocks surged following Googles cookie-ending delay, financiers were betting on media owners and advertisers to keep dancing to an old tune, lengthening a method that, in the last decade, has actually just brought them to a sluggish decline.
The narrative of a part of the advertisement tech world, companies whose survival depends upon certain characteristics and techniques, is pervading the market in general..
In the case of RTB, its not brand-new to turn the other way rather than strategically steering the boat without waiting to be forced to do so.
The digital marketing and advertising ecosystem requires to be transformed, and its time for true, deep changes to the industrys foundation.
With Apples ATT putting an end to unauthorized app tracking and Google vowing to prohibit third-party cookies, advertisement tech companies are driving much of the modification in the market. Traditionally, these companies have actually served their own needs initially, leaving marketers, media owners and customers to adapt..
I believe its time for advertisers and media brands to lead ad tech– not the other method around..
Missed opportunities.
Think about advertising in the Apple environment, housing some of the wealthiest online audiences. Advertisement tech pundits throughout the ecosystem are disseminating a narrative suggesting that, because of the impossibility of tracking the user throughout apps and domains, promoting budget plans need to relocate to Android.
Their view is that an audience, no matter how preferable and rich, only exists if advertisement tech can track (and profit from) it..
However consider how much worth is left behind since it doesnt fit old dynamics and income models.
Instead of future-proofing their techniques, products and partnerships, consumer and media brand names are wasting time. Theyre listening to advertisement tech players that are still anchored to the old delusion of programmatic open marketplaces constructed on infinite reach matched to unlimited quality. Theyre missing out on the big image.
The quality of the advertising and marketing environment depends upon quality content that draws in audiences and earns their trust.
A mutually beneficial future.
To produce quality content, media owners must be self-sustainable and successful.
The programmatic open market (now rebranded as “the open web”) is not the answer, and we all understand that.
If we desire build an alternative to Big Techs walled gardens, we need not only a higher-quality environment, but likewise the revenue to build and keep it.
Marketers require media owners to create, grow and keep environments that attract audiences, impart trust and promote engagement..
However media owners need marketers, too. They need to know that breaking up with old dynamics and setups will not be a jump in the dark, leading to monetary collapse..
The future of marketing doesnt count on new ways to track customers. Rather, it relies on media and advertisers owners together determining and specifying an audience-driven vision how advertising technology will support it. The other method around will not work any longer.
Follow Alessandro De Zanche (@adzandads) and AdExchanger (@adexchanger) on Twitter.

“The Sell Sider” is a column written by the sell side of the digital media community.
Todays column is composed by Alessandro de Zanche, an audience and data strategy consultant.
Ad tech stocks are skyrocketing even as regulators clamp down on advertisement tech, particularly in Europe. How can we understand this unreasonable habits? Lets backtrack.
IAB Europe just recently announced that Belgiums data security authority (APD) will likely discover it in breach of the General Data Protection Regulation (GDPR) for its function in the Transparency & & Consent Framework (TCF), a consent-collection system that over 80% of European websites and apps utilize.
Google and Amazon have actually likewise come under fire. Luxembourgs National Commission for Data Protection has fined Amazon $886 million for supposed breach of EU regulations.
The UK Information Commissioners Office (ICO) has rebooted its investigation into the advertisement tech market and real-time biddings (RTB) compliance with privacy policies. And the Irish Council for Civil Liberties (ICCL) has submitted a suit in Germany “taking goal at Google, Facebook, Amazon, Twitter, Verizon, AT&T and the entire online advertising/tracking industry.”
Following Googles statement that the “end of the third-party cookie” in Chrome will be postponed, ad tech company stocks increased, with peaks close to 20%..
M&A activity has also gained momentum, even amongst companies whose company designs are hanging by a thread because of the above-mentioned risks.
There are companies that are paying numerous millions for acquisitions of organizations whose designs are heavily dependent on RTB being certified, while the really existence of RTB as we know it is in doubt..
What can we gain from this paradox?.