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RESEARCH, ANALYSIS & TRENDS

At the moment, however, all of this is still a bit Diversity and inclusion come across in
inscrutable and there is no panacea, so Smarketer advertising
advises companies individually on this. At the same
time, Google is continuing to expand its own data Consent management is developing into an increasing
protection initiative in the form of “Federated Learning problem for the entire advertising industry, and many
of Cohorts” (FLoC). users are now annoyed by it. It is important to
recognize, however, that users tend to be more willing
FLoC should group clusters of users and work out to give their consent if they receive attractive offers and
commonalities from the group characteristics. Although good content.
individuals can no longer be tracked, but tests still show
that a large proportion of the conversions can be The demand for diversity from many international
absorbed. customers has also developed as a cross-industry
trend, demanding inclusive and correctly gendered
Microsoft is following a similar path as Google within advertising regarding the creation of advertising
the framework of the Microsoft Audience Network material and communication in social media.
(MSAN), where campaigns can be played out across
services and target groups too. The ad adapts to the The trend goes away from the one central social
respective location and desired format and, with the network towards adapted advertising material or even
help of an AI in the background, creates a conversion- completely individual campaigns for certain target
optimized ad from various image and text variants. groups: TikTok and Twitch are currently one step
"Artificial intelligence is conquering ad management ahead, especially with younger target groups, and
more and more. Algorithms take on a lot of manual Instagram remains extremely important for many
tasks and this relieves the ad manager, who is given companies. The trend towards more video advertising,
more freedom in his work, which is important since which was also observed in 2021, continues, especially
campaigns are getting more and more important since YouTube will roll out more ad features and forms
regarding the data to be considered", reports Hinzpeter. of advertising next year. ◊

Like Google, Microsoft will increasingly have to look for By MediaBUZZ
an adequate replacement for the slowly but surely
disappearing third-party cookies and develop its
multimedia ads further.

January 2022: Digital Media Trends & Predictions 5