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The future advertising ecosystem
Defining a priority list
Ingrid Ihász, HOPPex
Digital Media Europe, 2020

2.
2
This is me
as the regular user

3.
Do you want to transition from
photography to videography? You have
to see this!
LEARN DSLR FILMMAKING!

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Let me be my
online marketer
self again
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1110001010111
100010001110
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marketers
users
tech
companies
industry and
advocacy
organizations
regulators
We witnessed a cat-mouse fight

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Until a real shock

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We realized what it means not to have 3rd
party cookies for targeting
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80% drop in revenues
in Firefox
Source: HOPPex, Hungary, Sept 2019

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Privacy Sandbox
2022

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Just to make sure we are on the same page
1st party 3rd party
cookie vs. data

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A few months later Covid-19 hit hard
13Source: HOPPex revenues, Hungary, 2019 vs. 2020

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+1
TRANSPARENCY & DISCLOSURE
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It’s hard to follow where the money goes
Only 45% of total programmatic revenue reached publishers
(WARC, 2017)
15% of advertiser spend couldn’t be traced (“unknown delta”)
(ISBA-PwC, 2020)
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Ads.txt
Sellers.json
Supply Chain Object
Fees are increasingly disclosed
etc.
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Less is more (fewer pipes, more value)

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My priority list...
1.
Make the internet a better and safer place for consumers
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My priority list...
2.
Rethink our approach to data collection, targeting & measurement
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My priority list...
3.
Increase transparency in the supply chain
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ingrid@hoppex.hu