Prepare For Disruption

Change is nothing new in the paid media world, but the challenges that practitioners are facing as a result of upcoming changes are certainly new.

I’ll keep this post short, but my goal here is to summarize some of the biggest industry shifts that are on my radar, and what I’m doing to prepare for them.

One of the big topics being discussed in industry publications is measurement. The days of cookie-based attribution are soon to be over, and as a result, I’m working with my partners to focus on:

• Understanding test design

• Practicing patience to gather enough data to confidently evaluate results

• Moving away from reporting on “conversions” and focus on business impact

• Breaking down silos between marketing, data teams, and finance

Similar to the changes in measurement, privacy is a hot topic in the paid media world that has captured the attention of governments across the globe. New policies seem to be implemented every few months, which requires marketers to:

• Move on from cookie-based events

• Leverage 0P and 1P data

• Test media platforms with unique data offerings

• Work more closely with legal teams where appropriate

Outside of the responsibilities impacted by cookie changes, automation will continue to alter the types of tasks that advertisers are focusing on in their day-to-day. Instead of spending a lot of time pulling levers in platforms, I’m going to be:

• Diversifying my platform expertise

• Expanding my skill set outside of media buying channels

• Thinking like a consultant

• Adjusting expectations with the brands I partner with

Last, but certainly not least, artificial intelligence made a splash with the launch of ChatGPT, and is changing how efficiently marketers can finish tasks. This technology is allowing teams to:

• Develop ad creative faster and in a more cost efficient manner

• Evaluate new types of vendors in the AI space

• Get out of ad platforms and focus on strategy

• Put the marketing back in digital marketing

I’ve expanded upon my thoughts that the impact measurement, privacy, automation, and artificial intelligence will have on the paid media world in this free eBook. Feel free to open it up, and download a copy to share with your marketing team.

Change doesn’t have to be scary, and my hope is that these perspectives can help you prepare for the future. It won’t hurt to impress your boss or client the next time you meet too!

Have questions, considerations, or critiques? I’d love to hear them! If you’re reading this via email, just hit respond. Otherwise, you can find me on LinkedIn and X (Twitter).