With many newly introduced privacy regulations and requirements governing personal data in Europe and the US (and likely in other parts of the world soon), programmatic advertising is increasingly challenged. Processes like behavioral targeting and retargeting with granular user segmentation and unrestricted use of third-party data is no longer possible – unless explicit user consent is given.
The situation has prompted advertisers to steadily shift towards new, more direct ways of reaching their audiences – methods that don’t involve the use of third-party cookies and minimize the need for consent collection. This explains an increasing interest in social media marketing – Facebook, Instagram and Snapchat and, by extension, influencer marketing.
Influencers are currently one of the fastest-growing marketing channels. According to MarketingHub, as many as 86% of marketers are dedicating part of their budget to influencer marketing in 2019. At the same time, 80% consider influencer marketing effective.