{"componentChunkName":"component---src-templates-blog-post-js","path":"/blog/2019-in-digital-marketing-soaring-digital-spending-privacy-concerns-blockchain-getting-real/","result":{"data":{"site":{"siteMetadata":{"title":"AdEx Network"}},"markdownRemark":{"fields":{"slug":"/blog/2019-in-digital-marketing-soaring-digital-spending-privacy-concerns-blockchain-getting-real"},"frontmatter":{"author":null,"categories":["Insights"],"date":"2019-04-03T13:37:35.679Z","description":"In 2019 advertisers are spending even more on digital advertising. Privacy and fraud continue to be major concerns for the industry while…","draft":null,"featured":true,"callToActionSection":null,"calendlyLink":null,"featuredImage":{"childImageSharp":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":2.189054726368159,"src":"/static/13e750a5e05ffd4e730ce4a11844905b/a1e4f/1__cyg91__WVNDLoeAERyo1gtQ.jpg","srcSet":"/static/13e750a5e05ffd4e730ce4a11844905b/a1e4f/1__cyg91__WVNDLoeAERyo1gtQ.jpg 880w,\n/static/13e750a5e05ffd4e730ce4a11844905b/e4420/1__cyg91__WVNDLoeAERyo1gtQ.jpg 1200w","sizes":"(max-width: 880px) 100vw, 880px"},"original":{"src":"/static/1__cyg91__WVNDLoeAERyo1gtQ-13e750a5e05ffd4e730ce4a11844905b.jpeg","width":1200,"height":548}}},"keywords":["digital marketing","adtech","marketing","blockchain"],"popular":true,"slug":"/blog/2019-in-digital-marketing-soaring-digital-spending-privacy-concerns-blockchain-getting-real","title":"2019 in digital marketing — soaring digital spending, privacy concerns, blockchain getting real"},"html":"

Landscape and revenue predictions

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Digital advertising spend has been on the rise last year and numbers for 2019 are even more optimistic. According to eMarketer, US digital ad spend will hit $129.34 billion revenue for 2019, surpassing traditional ad spend for the first year. Digital advertising in UK in 2019 will also hit record numbers. Despite the backdrop of Brexit and the resulting economic uncertainty, Barclays forecasts that marketers will spend more on UK ads in 2019 than in 2018 — $19.6bn to be precise.

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While more than half of the digital ad spending goes to Facebook and Google combined (50%+), scandals regarding how they share and protect user data, their corporate footprints, and the taxes they pay shook the two giants in 2018. This year their combined market share is expected to drop for the first time, revealing opportunities for other competitors.

\n

\n \n \n \nSource: emarketer.com

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What will influence digital advertising in 2019

\n

\n \n \n

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There are several trends that are shaping the digital advertising landscape in 2019:

\n\n

Will blockchain “make digital advertising great again”?

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AdEx CEO Ivo Georgiev explains trustless payment channels for developers and hackers attending ETHParis.

\n

The programmatic ad tech industry has been struggling with transparency and ad fraud for years now, and some industry executives believe that at the moment ad fraud is worse than ever. In 2018 alone, fraudulent activities caused advertisers $19 billion loss. Fraudsters are coming up with more advanced schemes all the time and the rise of AI and machine learning give better chances for advertisers to fight scammers, but also better “weapons” in the hands of the latter.

\n

Suspicious agents around the world and mostly in India (responsible for 8.7% of global digital ad-fraud in 2018) are coming up with ad fraud schemes every day and the most common ones are ad spoofing, unauthorised reselling of ad inventory and fake traffic.

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Ads.txt, the IAB-approved file on their servers that lists all the companies allowed to sell the publisher’s inventory, has seen a remarkable rise in 2018. The project has gained traction among publishers and advertisers alike. As of February 2018, 51% of websites worldwide had adopted ads.txt. While Ads.txt is a simple and effective tool against domain spoofing, DoubleVerify announced that it has uncovered a new bot network that perpetrates fraud by circumventing ads.txt protections.

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As Bannerflow pointed out on their blog “Ads.text is just a band-aid and as a trend, probably as fleeting as Pokemon Go”.

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The real opportunity for fixing digital advertising’s flaws lies in blockchain and it seems that things are getting real in 2019.

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Blockchain introduces ad tech to some benefits of decentralization that can solve the most common issues faced by advertisers and publishers:

\n\n

Many companies promised to improve digital advertising (and almost everything imaginable) with blockchain during the crypto boom, but the few that have actually delivered real products seem to do things right:

\n\n

Other blockchain ad tech startups like AdChain, KindAds and AdBank are following and we expect to see some real improvements in ad tech in 2019 thanks to decentralization. We even decided to partner with KindAds to share know-how and educate advertisers, publishers and agencies about the benefits of decentralization.

\n

2019 may turn to be a really interesting year for digital advertising and turning point for the adoption of blockchain technology, so keep a close eye on what is happening in the industry, as we will be reporting from the front line.

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Interested in AdEx? Follow us:

\n

Website | Discord | Facebook | Twitter | Reddit | GitHub

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