[VIDEO] Sir Martin Sorrel’s POV on COVID-19’s long term impact on the industry and priorities for AdTech and Publishers on Google phasing out 3rd party cookies

In this interview with Beet.TV, Sir Martin Sorrell says Google, Facebook, Amazon, Tencent, Alibaba and Tik Tok “are going to emerge from the COVID-19 crisis with huge advantages in terms of data“.

For example, Sorrell says, Amazon, during the pandemic, is accumulating consumer data to make targeting more effective.

“The targeting and the performance of these media are, I think, becoming more and more effective in the course of this recession,” he says. “That’s another permanent effect.”

Forced in to publishers’ arms
Sorrell adds that pressure on two classes of media-ecosystem companies will reduce available options for advertisers…

  • “Google have said, despite the COVD crisis, they’re not contemplating delaying the nixing of third party cookies,” he says. “That means a number of publishers are going to go to the wall.
  • “A number of companies in the ad-tech ecosystem are (also) going to go to the wall. Maybe that’s not a bad thing… If that cleans out the system, makes it more effective, that’s no bad thing.

Source: https://www.beet.tv/2020/04/pandemic-will-hobble-publishers-bolster-platforms-sorrell-says.html

Video Interview: 

Pandemic Will Hobble Publishers & Bolster Platforms, Sorrell Says

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.