South Africa’s digital marketing industry is being disrupted – Here’s how to adapt and thrive

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The key to success in South Africa’s evolving digital marketing climate is to act now and pivot towards new and improved advertising solutions.

Many of the signals that advertisers have until now used to reach audiences online in the open web with personalised and timely content are drying up.Unless a replacement is found, publishers will increasingly be unable to compete with the walled gardens due to a loss of precision in targeting and measuring ad effectiveness.

The key is to act now and pivot towards advertising solutions that are tailor made for advertising’s future state. in South Africa sets out stringent consent requirements and limits on the use of data by organisations, driving a shift towards privacy-centric digital advertising. Something similar has already happened to Apple’s ID for Advertisers . Once a treasure trove of data on iPhone users’ web and app habits, the IDFA is a shadow of its former self.For one, although consumers demand greater privacy, they are also still keen to receive personalised content and engaging, relevant digital experiences.

These services offer brands and publishers a way to verify audiences on the “open web,” allowing them to reach the vast majority of internet users that are not logged-in to a website or platform or in any other way authenticated.

 

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