The advertising industry is changing. Privacy is a growing topic, with the phasing out of third-party cookies, as well as the majority of global iOS users opting out of app tracking. This year will be defined by brands adjusting their advertising strategies in order to prioritize winning with great organic content. Simultaneously, social media is undergoing the biggest transformation since its inception. TikTok surpassed Google as the most popular website on the Internet, traditional channels are adjusting their strategies to prioritize short-form video over static content, and social media has essentially become social entertainment.
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