I´ve been working in the advertising industry for almost 6 years, being honest, the time has flown and a bunch of things has come up during this time, the industry has faced a lot of challenges, for instance:
The first one that brings to my mind is Viewability, which is an online advertising metric that aims to track only impressions seen by users, that is measured for Ad verification companies, to minimize the risk of running fraudulent ads.
The next one is CTR, clients got crazy trying to get a higher volume of clicks, I think that affected the user experience because most of the sites allowed more intrusive banners, surely you have seen a lot of them, like those Pop-ups that block the content of the page or Full-screen interstitials.
Then came up contextual targeting, this method of targeting uses the topics or categories, depending on the content of the website, matching the ads to relevant sites,
Nowadays, it is facing the biggest challenge so far, because Google announced that Chrome will no longer support third-party cookies, maybe you are thinking, what's that?? In a few words, I would say, these are the identifiers stored to record the user's path surfing on the internet, it reveals a lot about your interests and your consumer behavior. This creates a user profile that enables targeted and personalized advertising, with the cookies going away it would be pretty difficult to build a customer's profile, for that reason, it is expected a huge decrease in advertising investment.
Thank you so much for reading me :)
Generally... every place you have a comma, you need a period and a new sentence. This is hard to read with the extremely long sentences. But overall a nice essay
How interesting! I am interested in Advertising, even though I have never worked in that field nor have I ever studied it. With your post, I have learnt a bit on the subject AND on a very current situation regarding it and economy. Thanks :)
My guess is that Google has been criticised over and over for allowing the use of third-party cookies, or using them themselves? I don't know... And they finally decided to try to remedy to this.
If you have the time, in a few weeks/months, do write on the subject again with your new impressions on how your job may have changed or how it is facing new challenges and tasks. I'll be looking aorund for it. :)