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These latest developments make an already complex online advertising landscape — in the wake of 2024’s third-party cookie red herring, Apple’s 2021 iOS update that introduced app-tracking transparency and the EU’s now par for the course GDPR regulation — even harder for brands to manoeuvre to their advantage. This is in addition to consumers pushing back against paid ads with ad blockers, clearing histories and cookies, and asking apps not to track them, flags Nikhil Lai, senior analyst in performance marketing at Forrester. “Consumers are fed up with personalised advertising’s status quo,” he says. Plus, the current upheaval comes at a particularly rocky time, as brands need to engage shoppers more than ever to encourage them to spend amid fast-rising prices and consumer pullback.Im Love Here To Help You Shirt
In the last 10 years, Google, Facebook and Instagram — and now, increasingly, TikTok — shaped brand marketing budgets. “Honestly, they’ve owned the whole thing,” says Jack Campbell, founder and marketing strategist at Wize Agency. For the past decade, he says, if you had any marketing budget, most of it went straight to Google and Meta, and now TikTok. “They set the rules: short-term results, data-driven campaigns and constant pressure to ‘perform’.” Throughout the 2010s, brands were built on this strategy. “These platforms promised — and delivered — precision at scale, conditioning brands to shift significant dollars into hyper-targeted digital ads,” says Derek Slager, founder and chief technology officer of Amperity, which works with companies including Tapestry to build customer data platforms and analytics. “But that created dependency, and many marketers ended up renting their customer relationships from these tech giants, without building enough direct connections themselves.”
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