"By 2023, new laws around users" data usage and browsing information will further promote changes in the digital advertising market. Google recently announced the end of third-party cookies on its Chrome browser. Along the same lines, Apple is working to impose restrictions based on the Identifier for Advertisers (IDFA) technology, which will mean that all applications on the platform will have to request permission to track data for advertising. "
"In the coming years, a race aimed at the development of new tools that replace the information generated by cookies is expected. It is within this scenario that Verve Group brings to the Brazilian market the offer of intelligent solutions that aim to meet this new demand in the digital advertising market. "
"From now on, Brazil will be one of the strategic countries in the company" s expansion in the Latin American market, alongside Mexico and Colombia. So much so that the forecast is to quadruple the size of the team, in the country, by the end of 2022. "
"The new measures adopted by large media and technology companies, which restrict the use of cookie and device ID data in programmatic advertisements, are moving the advertising market. And the expectation is that the impact will increase in the next year, as companies are looking for alternatives to adapt to the new reality from 2023 onwards. "
“All this change was quick, all of a sudden, and customers are already starting to look for alternatives so as not to lose scale in their investments. This movement will be even greater in 2022 ”, points out Marcus Imaizumi, director of the Verve Group for Latin America. According to the executive, advertisers will have to seek segmentation tools for their digital campaigns, a demand met by the company's contextual targeting technologies. “For Verve, it will be a great business opportunity, as we are already adapted to this new reality ", Says Imaizumi."
"Verve Group"'s operations are based on an omnichannel programmatic advertising platform, which ranges from mobile devices and applications to digital out-of-home (DOOH) and connected TV (CTV) screens - the latter already consolidated in markets as in the United States and with projections of great growth for Brazil in the coming years. "
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