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(L-R) Juliette Stead, Niraj Nagpal, Laura Quigley, Gavin Buxton, Andrew Tu, Samantha Pearlson, Jordan Khoo, Amir Rezaee
It may seem fruitless to make predictions as the world continues to battle a pandemic and the uncertainty this brings with it. But as
Campaign Asia-Pacific discovered in a feature yesterday (January 7), while Covid-19 has heavily disrupted many industries, adtech has remained resilient.
Indeed, the 2020 predictions that adtech experts made for the industry in January before the virus took hold all came to pass despite disruptions to global adspend. Covid-19 acted as an accelerant to many of the anticipated trends: social distancing propelled the growth of OTT consumption and adspend followed; the industry witnessed faster-than-expected growth of in-app; metrics came into sharper focus; and privacy was thrown even further into the spotlight.