How technology is changing the advertising business

  • Technology has turned the advertising business upside down.
  • Consumer privacy controls and changing shopper behavior are forcing advertisers to overhaul the way they target people.
  • Here’s a breakdown of Insider’s coverage of how ad buyers and sellers are being impacted.
  • Visit Insider’s business page for more stories.


advertising industry

is undergoing major changes as technology changes consumer habits and where and how marketers reach people.

Apple and Google’s privacy practices threaten longstanding ad targeting practices. The advent of streaming TV and online shopping has given rise to new advertising providers.

These trends have spurred new agencies specializing in digital advertising and led to a flurry of deals and investments in ad tech companies.

Meanwhile, due to the Metaversum hype, advertisers and their agencies are taking the opportunity to market to people while interacting in virtual spaces.

Here’s a roundup of Insider’s coverage of how these trends are shaking up advertising’s biggest players, including WPP, Omnicom, Google and Amazon.

The crackdown on ad tracking is turning advertising upside down

Google and Apple are ending longstanding ad targeting practices in the name of consumer protection.

These moves have prompted marketers, their agencies, and technology brokers like LiveRamp and The Trade Desk to find new ways to reach consumers.

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Marketing meets technology

Nike shop

A Nike store.

Getty Images

Companies from Nike to Peloton are trying to survive the privacy changes by finding new ways to zap ads to people, or snapping up ad tech and martech companies.

They also seek to capitalize on games and other elements of the metaverse as people flock to virtual spaces.

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Adtech is hot again

The rise of


TV and online shopping have benefited adtech companies.

Investors are scrambling to invest in companies like TVision DoubleVerify that are solving digital advertising problems and rivaling incumbents like Nielsen. Other companies benefit from public markets as Wall Street falls in love with adtech.

Continue reading:

  • 42 rising adtech stars solving advertisers’ toughest problems
  • The 21 Hottest Adtech Companies of 2021
  • Check out these 29 pitch decks advertising and media startups have used to raise millions
  • How part banker, part comedian Terence Kawaja became adtech’s most powerful dealmaker in a stellar year for M&A
  • Digital advertising giant The Trade Desk is on a hiring spree, with many positions paying upwards of $100,000. Here’s how much you could make in sales, tech, marketing and more.
  • Intuit’s $12 billion deal to buy Mailchimp could spark a spate of email M&A. Here’s who insiders think the new buyers will be and who they’re targeting.
  • Ratings giant Nielsen has lost the backing of the media industry. These 6 companies could replace it.
  • The Trade Desk is up against Google for digital advertising money, and the battle gets even more complicated
  • 9 adtech companies that advertisers are flocking to to find new ways to target ads to people and measure whether they’re working

Advertising agencies are disturbed

While the giant holding companies struggle to adapt to the digital shift, new, digitally focused

advertising companies

armed with investor support rise to take their place.

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Retailers want a piece of the advertising pie


AP Photo/John Minchillo

With the advent of online shopping, a new group of businesses, from grocers to drugstores, are seizing the opportunity to sell advertising. They hope to replicate the success of Amazon, which has quietly grown to become the third largest digital advertising company after Google and Meta.

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