Retail Media Boom: Why Companies Build Ad Networks

Why every company is building an ad network? We're used to seeing ads on social media, search, and news sites. However, with new revenue and growth opportunity in sight, every company is building an ad network. This is caused by the recent changes on privacy from platforms like Apple iOS 14, Google Android Privacy Sandbox as well as European Union GDPR and California CCPA regulation. Now retail media, media agencies and TV are growing faster than Meta/Facebook.

In this video:
00:00 Intro
00:11 Every company is building an ad network
02:32 Why now?
02:52 Why - Privacy changes
05:40 Why - Economic slowdown
06:48 Why - Growth opportunity
08:47 Implications - Multinational Brands vs SMB Brands
11:29 Implications - Social Platforms vs AdTech & Agencies

Resources:
- Eric Seufert 'Everything is an ad network' https://bit.ly/everythingisanadnetwork
- LUMA Digital Media Summit 'State of Digital'    • LUMA’s State of Digital 2022  

Story/Camera/Editing: Sander Saar

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June 2022, Los Angeles