Current trends in the advertising market

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As the introduction of cookieless advertising progresses, the advertising market is at a time of major change.

The use of third-party cookies is on the decline, leaving advertisers and marketers looking for new ways to advertise.

Currently, the use of first-party data and vk database contextual targeting are attracting attention, and there are efforts to utilize these techniques to increase the effectiveness of advertising.

However, the challenge for many companies going forward will be to pursue new strategies to maintain advertising effectiveness while respecting user privacy.

Major companies providing advertising platforms and browser services are also introducing technologies that prioritize privacy protection.

For example, Google is moving to phase out third-party cookies from 2022 and is proposing the "Privacy Sandbox" as an alternative technology, which will introduce new mechanisms that enable personalization of ads without identifying individuals.

What the future holds for cookieless advertising
The advertising market is expected to undergo further major changes in the future, both in terms of technological advancements and regulations.

From a technological standpoint, we can expect to see the emergence of new targeting methods that utilize machine learning and AI, as well as technologies that maximize advertising effectiveness while protecting user privacy.

For example, it is possible that targeting using in-browser privacy features and device-based advertising IDs will become mainstream in the future.

We will also need to move away from privacy regulations.

In addition to existing privacy regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), there are moves to enact new privacy protection laws in various countries.

Advertisers will likely be required to implement stricter privacy safeguards and be required to be more transparent about how data is collected and used.

It will be important for advertising companies to continually update their technology to adapt to these changes.