With 2023 on the horizon, industry executives are trying to drive end-of-year revenue or solidify how they begin the new year. As a 15-year veteran of this industry on a global level, with mobile at the forefront, here is my take.
On the most macro of issues, the industry is finally deciphering the full impact of Apple’s ongoing consumer privacy measures. Will the App Tracking Transparency framework and SKAdNetwork 4.0, which was just released, have the potential to help Apple join the triopoly? Appsumer’s benchmark report suggests that Apple’s search ad business profited from its own privacy measures, giving Apple the momentum it needs ahead of the rumored launch of its own demand-side platform.
The privacy restrictions that were put in place more than a year ago, designed for consumer welfare and value exchange, will likely do more to help big tech consolidate control. Here are other predictions for 2023:
Increased scrutiny of TikTok
Free markets will be seriously tested in the coming year. Like Facebook, TikTok occupies a similar space in the collective consumer mind. It’s fun, interactive and prioritizes people-first connections. The potential of a video “going viral” attracts users every day. But under the surface and behind the algorithms lie concerns over misinformation, content and user suppression and privacy.