The news: Identity resolution in digital advertising is in a rocky state. Sweeping changes to ad technology and privacy regulations have made it difficult to effectively reach customers. And according to a survey from parcelLab, consumers are taking note. Forty-nine percent say they’ve been incorrectly targeted for ads.
By the numbers: The damage doesn’t stop there. Consumers who feel they’re incorrectly served an ad often respond intensely.
Responses also showed that current ad solutions are failing to identify even the most basic aspects of a consumer’s profile:
What this means: Consumers are already not receptive to ads, and the state of digital advertising is only making things worse.
The big takeaway: The problems with the state of digital ads are clear, but the solutions are less so. Social media is floundering to find ad solutions to the phasing out of third-party cookies, Apple’s Identifier for Advertisers, and widespread privacy regulations.