5 factors that will drive the adtech industry in 2023

Privacy concerns and recession rumours were some of the hurdles marketers faced last year. As the advertising land buckles up for a roller-coaster 2023.

Marketers had a tumultuous year in 2022. The explosion of retail media networks, growing signal loss from antiquated identifiers and navigating ongoing hurdles like privacy regulation and a looming recession – just to name a few.

As we prepare for the new calendar year ahead, marketers, retailers, publishers and their partners will need to sharpen their advertising strategies to drive efficiency, better proving ROI and deliver on consumer expectations.

Media networks rise beyond retail

The world has well and truly embraced the retail media network revolution. This comes as no surprise as media networks allow retailers to compete for more upper-funnel marketing dollars that would traditionally have gone through a generalist platform like a DSP.