The marketing technology innovation that industry constituents believe will be most impactful for their advertising in 2022:
- “Improvements in integrated media planning and execution”
- “Measurement improvements centered on non-cookie methods (e.g. panels, media mix modeling, federated learning methods, better use of first-party data)”
- “Converged TV measurement / planning”
- “Improved ad opportunities in emerging channels (e.g. immersive games, influencecomony, TikTok, VR/AR)”
- “Contextual targeting improvements”
- “Better infrastructure and processes for first-party data management”
- “Artificial intelligence (AI) and Machine Learning (ML)”
