Digiday’s History of Ad Tech: Episode 4 with Ana Milicevic
Dec 22, 2023
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Ana Milicevic, digital media industry expert, discusses the blurred lines between data management platforms, customer data platforms, and data clean rooms. She examines the influence of privacy legislation on investment in ad tech and the role of Big Tech in the future. The podcast explores the rise of ad tech, the significance of data breaches, the power of ad tech and the role of venture capitalists, big investments and rapid consolidation, the impact of GDPR, and industry adaptation to legislation.
Privacy legislation like GDPR and CCPA has influenced investment in ad tech and shifted the industry from a Wild West era to a more regulated environment dominated by Big Tech.
The emergence of data management platforms (DMPs) and consumer data platforms (CDPs) has transformed the use of digitally originating data sets, providing opportunities for businesses to reimagine technology and business models.
Deep dives
The rise of adtech and the need for responsible data use
In this episode, the podcast explores the media industry's excitement over the rise of adtech, but also the need to treat data responsibly. The conversation focuses on how privacy requirements have become more prevalent and pose major challenges in the industry. The guest, Anna Milisovic, discusses her experience advising clients on privacy obligations, particularly in relation to legislation like GDPR and CCPA. The episode highlights the historical perspective of data use in marketing, the different global perceptions of privacy, and the lack of awareness about data collection among the average consumer. It also delves into how scandals and data breaches have influenced privacy conversations and the subsequent impact on data management practices in the adtech industry.
The impact of legislation on the adtech landscape
The episode discusses the influence of privacy legislation, such as GDPR and CCPA, on the adtech landscape. It reflects on the shift from a Wild West era to a more regulated environment, with Big Tech dominating the industry. The conversation highlights how legislation has been both an enabler of Big Tech's influence and a driving force for data privacy enforcement. It also mentions the role of scandals, such as the Snowden files and the Cambridge Analytica scandal, in raising public awareness about data privacy concerns. The episode emphasizes the need for stronger alignment with consumer expectations and the potential impact of upcoming changes, including the end of third-party cookies and evolving email and mobile ID practices.
The role of investments and the evolution of data management platforms (DMPs)
This segment explores the significant investments made in the adtech industry, particularly in relation to data management platforms (DMPs). It discusses notable acquisitions, such as Oracle's acquisition of BlueKai and Adobe's acquisition of Demdex. The conversation highlights how DMPs transformed the use of digitally originating data sets, making them actionable for businesses. It also touches on the emergence of consumer data platforms (CDPs) as a response to shifting data privacy concerns and the need for better first-party data management practices. The episode emphasizes the ongoing evolution of the industry and the opportunities presented by reimagining underlying technology and business models.
Challenges and opportunities in adapting to privacy legislation
The podcast assesses the industry's adaptation to privacy legislation and examines the challenges and opportunities it presents. While awareness of privacy obligations is generally low, the conversation notes a growing acknowledgement of the need for better privacy integration into regular operations. It also highlights the role of venture capitalists in driving investments and the importance of striking a balance between technical expertise and commercial innovation. The conversation suggests that the industry has the potential to adapt to upcoming legislation, but emphasizes the importance of greater alignment with consumer expectations and the need for a vibrant ecosystem beyond the dominance of major tech players.
The final episode of Digiday’s History of ad tech discusses how the digital media industry has moved faster than those charged to keep it in check, with Ana Milicevic of Sparrow Advisers sharing her insights.
In this episode, she discusses how the blurred lines between data management platforms, customer data platforms, and now, data clean rooms have only served to confuse matters.
Now that legislation such as GDPR and CPRA have come into force, privacy is a top-line matter. Digiday’s History of Ad Tech charts its development.
In this episode, she discusses:
How data management and ad tech started to blur
How the creeping tide of privacy legislation influenced investment in ad tech
Big Tech’s role in the future of the space
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