The familiar saying, “Change begins at the end of your comfort zone” may be put to the test in the coming year, at least as far as paid media goes.
There’s no reason to panic. Not everything in paid media will be different in 2023. However, agency media buyers like the ones on our team here at Richardson Media Group and the clients for whom we buy digital media need to be prepared for some inevitable changes to how popular advertising platforms and those ubiquitous search engines will perform in the days ahead.
Three Trends to Look for with Paid Media in 2023
traffic than non-animated ads ever will.
ever before. Media buyers on the Richardson Media Group team see the pros and cons of letting individual platform algorithms do their thing, tracking available user data and trends in viewing habits to better inform audience targeting. But with the science behind AI getting stronger and more accurate, we predict it will no longer be a matter of choosing to accept AI’s recommendations, but instead, allowing AI to take the wheel. Pending legislation scheduled to be enacted in 2023 in certain U.S. states like CA, VA and CT is designed to boost privacy protections. In October 2022, the Biden Administration passed an executive order linking data privacy practices between the E.U and the U.S. Of course, we support legal routes to keep data-driven platforms more responsible. But what we’ve always said here at Richardson Media Group still holds true: Consumers need to stay informed about how much of their data is collected and where their data is being shared. It’s on each one of us to manage our online privacy controls and be aware of the different ways digital marketers seek to use our data.