Originally published on CB News.
The Need for Innovation Beyond the Open Web
Geoffrey Berthon, founder of Qwarry, stresses the need for adtech companies to offer innovative solutions beyond the open web, particularly in growing sectors such as Connected TV (CTV) and retail media. He also criticizes the neglect of Corporate Social Responsibility (CSR) issues, despite the fact that this approach could improve overall campaign performance. The open web is increasingly dominated by large platforms, pushing market players to explore new advertising territories.
Challenges Ahead for Adtech
Berthon advocates for the adoption of new strategies based on high-quality content and contextual targeting solutions to compensate for the gradual disappearance of third-party cookies. He also emphasizes the need to integrate CSR into advertising strategies to better meet the expectations of consumers and regulators.
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The Importance of Innovation Outside the Open Web in Adtech
Geoffrey Berthon (Qwarry) explains that adtech must shift towards innovative solutions beyond the open web. He highlights the importance of CTV and retail media, while lamenting the lack of attention paid to CSR despite its positive impact on advertising performance.
The Importance of Innovation Outside the Open Web in Adtech
The article discusses Google's surprising decision to delay the end of third-party cookies, highlighting that it doesn't prevent their gradual disappearance. Advertisers must adapt their strategies by investing in cookieless solutions, with a focus on the importance of innovation in this context.
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