Marketing tech
fromThe Drum
2 days agoSignal lost, identity found: the power of audience amplification
Audience amplification helps brands overcome signal loss and unlock growth in cookieless environments.
First, publishers should be thinking about how to work with LLMs and how to take advantage of this new answers economy - including enabling answers on their own sites. There's an opportunity for publishers to beat the LLMs at their own game. We're already seeing companies do this by embracing the concept of an answers economy on their own properties.
The main challenges come from constant ecosystem shifts. Privacy regulation, signal loss, and platform changes are forcing ad tech companies to continuously adapt their technology and data strategies. At the same time, competition is intensifying, margins are under pressure, and investment in AI and infrastructure is no longer optional. Maintaining trust, transparency, and performance in this environment is increasingly complex.