LiveRamp’s recent report The New Internet surveyed 506 UK marketing decision-makers.
As per the report, 26% of advertising leaders believe that the fallout and uncertainty over Brexit is a threat to the advertising industry. However, 36% state that the pandemic remains the biggest threat. One-in-four respondents see US tech giants like Google as threats in the long-term.
Of those polled, 36% say tech giants should be transparent about online advertising decisions to improve the advertising industry. 33% of advertisers say tech giants agreeing on a list of principles could improve the industry and make it fairer.
This article states, Google and Facebook having access to large quantities of personal data has made them “quasi-regulators”. Hence, the rules they implement impact the entire industry. Matt Scheckner, CEO of Advertising Week believes greater regulation could be a likely solution.
[2 minute read]