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O ano de 2022 teve um impacto diferente no mercado de publicidade digital

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O setor teve um crescimento de apenas 12% em relação a 2021, segundo estudo da Kantar, em parceria com o IAB

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Parte desse movimento ocorreu por conta do endurecimento da coleta de dados via cookies e device IDs

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Com isso, o mercado de mídia aposta cada vez mais em novas estratégias em termos de publicidade digital

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Isso para impactar o usuário certo – estratégias essas que devem trazer um novo fôlego para o setor em 2023.

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O fato é que o anunciante não está mais disposto a pagar por anúncios para aumentar apenas seu tráfego com mais propaganda

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Ele quer a aquisição do usuário, a fidelização, incrementar a receita per capita, conseguir monetizar o que já se tem

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Uma das grandes apostas para o próximo ano é atrelar soluções voltadas para os clientes, com possibilidades para o publisher criar sua própria plataforma de rede de anúncios

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Ou seja, apostar na monetização da audiência, além do crescimento de base de usuários.

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