Ad tech is in the midst of a profound transformation—one that’s shaking up everything we thought we knew. From the rise of mega-platforms like Meta to Google’s shaky stance on third-party cookies, the ground beneath us is shifting fast. But amidst all this upheaval, there remains one light at the end of the tunnel: a growing demand for privacy and personalized experiences.
At BRIDGE, we’re not just standing aside and watching these changes; we’re leading the charge toward a more human-centric approach. Instead of fixating on websites and cookies, our focus is on actual, verified people—understanding them, connecting with them, and delivering messages that actually matter.
Changing the Face of Digital Advertising
Digital advertising is going through a serious makeover—one that has everyone in the industry talking. Ad fraud remains a big problem, costing money and trust. Plus, with third-party cookies on their way out due to privacy concerns and regulations, the way marketers target their audience is shifting.
At the same time, consumers are fed up with ads that feel intrusive or irrelevant. They want ads that feel personal and actually matter to them.
To adapt, the industry is looking at new ways to use data from users themselves (namely, first-party data). This approach not only respects privacy but also aims to make ads more relevant and effective.
The People-Centric Approach
Consumers today care more about their privacy than ever before. They want ads that respect their online privacy and data security, and that still feel relevant without the feeling that they’re being “digitally stalked.” Nearly 70% of social media users say they have changed their settings to manage their online privacy, and a similar share of US adults say they have declined or turned off cookies or other tracking on websites to protect their privacy.
This shift is driving a big change in digital advertising. Companies are now focusing on people-centric approaches. They’re turning to opt-in, first-party data—data collected directly from users themselves—instead of relying on third-party cookies. This way, they can create ads that are more personal and less intrusive, making the online experience better for everyone.
AI-driven technologies are also playing a huge role in this transformation. AI can analyze user behavior and preferences to deliver content and ads that match individual interests. This makes interactions feel more natural and engaging, helping brands connect with their audience on a deeper level.
By taking a people-centric approach and focusing on actual people and their needs, advertisers can create more meaningful connections and improve the overall digital experience.
What Does This Mean for Ad Tech?
The ad tech industry is at a crossroads. As the landscape changes, ad tech companies face significant challenges, but these challenges also bring opportunities for innovation and growth.
First, let’s look at the implications. The decline of third-party cookies means ad tech firms must find new ways to track and target users. This requires investment in new technologies and strategies that respect user privacy while still delivering effective advertising.
Another critical area is the rise of closed ecosystems, or “walled gardens,” like those of Meta, Google, and Amazon. These platforms control significant amounts of user data and advertising space, making it harder for independent ad tech companies to compete. To stay relevant, ad tech firms must find ways to collaborate with or differentiate themselves from these giants.
The current shifts present an opportunity for the industry to innovate once again. By focusing on user privacy, leveraging AI, and finding new ways to collaborate with or stand out from major platforms, ad tech companies can continue to thrive. A significant share of people—49%—say they have stopped using a device, website, or app because they were worried about how their personal information was being used. And 44% say they used a browser or search engine that doesn’t keep track of what they’re doing. The move towards a more privacy-centric, people-focused approach is a chance to build a more sustainable and effective digital advertising ecosystem.
Our Solution: Leveraging People-Based, First-Party Data
BRIDGE believes in the future of digital advertising lies in focusing on actual, verified people rather than relying solely on third-party methods. Our approach prioritizes understanding and connecting with actual individuals, using first-party data to create meaningful and relevant advertising experiences.
First-party data is collected directly from your audience through interactions on your own channels. This type of data is incredibly valuable because it is accurate, relevant, and obtained with user consent. By leveraging first-party data, BRIDGE helps brands achieve more precise targeting, ensuring that ads reach the right people at the right time.
With first-party data, you can gain deeper insights into your audience’s preferences, behaviors, and needs. This allows for more personalized and engaging ad experiences that resonate with consumers. Unlike third-party cookies, first-party data respects user privacy and builds trust, which is crucial in today’s digital landscape.
Adapting to these changes and embracing innovative solutions like BRIDGE’s people-based platform is essential for staying ahead in the evolving world of digital advertising. Our platform enables brands to navigate this new era with confidence, ensuring they can continue to connect with their audiences in a meaningful and effective way.
Ready to thrive in this new era of digital advertising? Learn more about how BRIDGE can help you harness the power of people-based, first-party data to create more impactful and privacy-conscious ad campaigns.
