Audience Targeting Trends

11. Marketers Will Lean Into Cookie Alternatives

As the regulations and parameters surrounding consumer privacy expand and become more constraining for advertisers, The Trade Desk’s Unified ID 2 0 cookie alternative (UID2) is emerging as a winner

UID2 provides advertisers with CRM data, target audience engagement and frequency management across devices without compromising user privacy

It’s being adopted by giants like Walmart Connect and Warner Bros Discovery and represents a significant technical shift in the digital ad landscape as third-party cookies are phased out amid scrutiny

Check out our modern marketing tool kit for a more comprehensive list of other identity solutions for audience targeting in a post-cookie world

≥75% of the third-party ecosystem is leveraging UID2s on The Trade Desk’s platform

Source: eMarketer

12.You’llWantToAvoid“BlurredAdvertising”

The Federal Trade Commission (FTC) has taken an official stance on kid-targeted advertising and strongly emphasized that:

“ businesses,socialmediainfluencers,andotherswhomarketorpromote productsonlinetochildrenshouldavoidblurringadvertisingbyclearly separatingadvertisingandentertainment,educationalandothercontentto helplimitpotentialharmstochildren….Youngerchildreninparticularcannot distinguishbetweenadvertising,entertainment,educationandothercontent evenwithdisclosures.”

Source: FTC, 2023

Advertisers and media buyers should steer well clear of any creative or placement that could be construed as “blurred advertising ”

The FTC further stated:

“Thereshouldbeaclearseparationbetweenkids’entertainmentand educationalcontentandadvertising,usingformattingtechniquesandvisual andverbalcuestosignaltokidsthattheyareabouttoseeanad.”

So, when in doubt just don’t