5 Ad Tech PR Predictions For 2020
PR COMMUNICATION AGE|January - June 2020
Not every tech PR agency is familiar with the ad tech category, but it keeps growing in size and significance. The boom comes thanks to data privacy concerns and the call from major advertisers for greater transparency and control over their digital advertising.
To some, ad tech is a baffling alphabet soup of acronyms, like DMP, DSP, SSP, and CCPA. For us, it's a huge and growing part of our business and an exciting category. The opportunities are expanding.

Ad Tech Industry Changes Drive PR Opportunities

As an industry, ad tech saw considerable change in 2019. A patchwork of privacy regulations has challenged all the major players. At the same time, browser companies like Apple, Mozilla and Google have taken aim at cookie-based tracking. These changes set up occasions for lively public discussions for clients. As channels, Connected TV (CTV) and streaming media (over-the-top, or OTT) surged this year, with more advertisers investing in these platforms than ever before. CTV ad spend alone will rise to $7 billion by year's end.

Media covered these areas accordingly. Compliance, privacy and ITP/cookie-tracking weren't just the domain of marketing and ad tech trade press. The issues drove headlines more broadly, across business and top-tier technology media. The power of CTV and OTT advertising was also covered as consumer adoption has grown. Savvy PR pros took advantage of the storytelling opportunities, inserting a client point of view on large issues and building thought capital to distinguish them from competitors.

But what can we expect in 2020? What industry changes will drive the news cycle and create ad tech PR opportunities for companies in the category? Here are four predictions based on conversations I've had with clients, colleagues, journalists, and analysts.

CCPA is the latest privacy regulation

The California Consumer Privacy Act or CCPA, finally takes effect on January 1, 2020. Like GDPR, it will dominate the news cycle for months, with media wondering about enforcement, who's compliant (or not) and overall industry impact. In fact, a quick scan of Google Trends shows us that consumer interest in CCPA is rising as we approach January - so media will follow.

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