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Industry Landscape
The adtech and performance marketing industry is highly dynamic, driven by increasing e-commerce growth and the demand for measurable ROI. Focus is shifting towards content-driven strategies and transparent, performance-based models. Competition is robust, with continuous innovation in tracking, anti-fraud measures, and integration with diverse media channels.
Total Assets Under Management (AUM)
Digital Ad Spending in United States
~426 billion USD (2023)
(13.6% (2023) CAGR)
- Increased mobile advertising and video formats.
- Growth in retail media networks.
- Shift towards performance-based campaigns.
Total Addressable Market
426 billion USD
Market Growth Stage
Pace of Market Growth
Emerging Technologies
AI-Powered Content Optimization
AI will enable brands to automatically generate, optimize, and personalize content for various publisher formats, significantly improving campaign effectiveness and reducing manual effort.
Blockchain for Ad Transparency
Blockchain technology can provide immutable ledgers for ad impressions and clicks, enhancing trust and preventing fraud in performance marketing by ensuring verifiable data.
Privacy-Enhancing Technologies (PETs)
PETs like Differential Privacy and Federated Learning will allow for data analysis and ad targeting while protecting user privacy, addressing evolving data regulations and consumer concerns.
Impactful Policy Frameworks
California Privacy Rights Act (CPRA) 2023
The CPRA expanded upon the California Consumer Privacy Act (CCPA), granting consumers more control over their personal data, including the right to correct inaccurate data and limit the use and disclosure of sensitive personal information.
The CPRA necessitates enhanced data privacy compliance and transparent data handling practices for Linkby and its partners operating with California consumer data.
Digital Services Act (DSA) 2024 (EU)
Although an EU regulation, the DSA has extraterritorial implications for digital services targeting EU citizens, imposing obligations on online platforms regarding content moderation, transparency, and accountability for user-generated content and advertising.
The DSA requires Linkby to ensure greater transparency in its advertising practices and potentially adapt its content moderation policies for campaigns targeting EU audiences.
State Privacy Laws (Various States, e.g., Virginia CDPA, Colorado CPA)
A growing number of US states are enacting comprehensive privacy laws (e.g., Virginia CDPA 2023, Colorado CPA 2023), creating a complex patchwork of regulations similar to GDPR and CPRA, impacting how businesses collect, process, and share personal data.
Linkby must navigate a fragmented US privacy landscape, requiring adaptable data handling and consent mechanisms to ensure compliance across different states where brands and publishers operate.
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