By Cristian Coccia, Regional Vice-President, Southern Europe and MENA at PubMatic
Even before the Covid-19 pandemic, changes in consumer behaviour were already redefining the rules of marketing. Today, audiences move seamlessly across multiple screens and spend more time than ever engaging with an increasing range of digital media. Furthermore, data regulatory changes, such as GDPR and CCPA, along with the impending demise of the third-party cookie, have led to a re-evaluation of audience-targeting strategies. The result? Data is the new currency that is determining – and will continue to determine – the winners in the digital advertising ecosystem.
Everyone and everything is disrupted
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