One of the main topics of conversations at this year’s Dmexco in Cologne, Germany was the so-called “cookie conundrum”. Facing a future without third-party cookie tracking resulting from a mix of GDPR and ad cookie blocking, publishers now take to high-quality first-party ads.
Consumer habits are changing, people listening via headphones with the phones already in their pockets are already much more engaged. Their needs for more engaging listening experiences are much greater – but this is exactly what opens up new opportunities for building customer awareness and consideration through audio advertising.
In an article recently published on The Drum Vicky Foster, commercial director of digital at Bauer Media, discusses how GDPR has opened up new opportunities for digital audio advertising. The article discusses the rise in brand-safe, quality advertising where digital audio plays an important role driven by consumers themselves, and also talks about the challenges ahead of digital audio today related to measurement and education, and how they can be overcome.
Read the full article here.