How a stay-at-home year accelerated three trends in the advertising industry
Summary
"The combination of Googles announcement around cookies and identity, and CTV being outside of their control, I think youre gonna see ad dollars start to flow in there, too," she said. The swelling of e-commerce — and its tailwind effect on digital ad growth — was evident in the performances of companies like Snap, which advertisers turned to for augmented reality for virtual "try-ons" as dressing rooms at many retailers remain closed and there were new precautions around sampling products like makeup. Brendan Gahan, partner and chief social officer at ad agency Mekanism, agreed that a new baseline has been set, even once things go back to "normal." This past year has been a bit of a "right place, right time" situation for We Are Rosie, a community of independent marketing workers founded by Stephanie Nadi Olson in 2018. That kind of talent has been often shut out of, or hasnt been empowered to rise through the ranks of, a predominantly white industry that often wants its employees to sit in major markets.