As Big Tech Faces the Law, Will We See a Rise in Alternative Advertising Platforms?
Big Tech has been making headlines lately as governments all over the world are scrutinizing their business practices. In fact, Germany’s FCO found Apple to be “of paramount significance for competition across markets” earlier this month. But what does that mean for small and medium enterprises that use Big Tech’s platforms to advertise themselves, like Facebook or Google? Will they have to find alternative advertising platforms?
Alternatives Advertising Platforms
Let’s make one thing clear before we proceed, we do not necessarily recommend putting all your eggs in one advertising basket. But for expert advice, we do recommend hiring professionals in the field that can tailor the advertising strategy to your business’s needs.
Bye Bye Google
Yahoo
Yahoo holds the sixth position in terms of worldwide website popularity and presents a lucrative opportunity for marketers. By utilizing this platform, advertisers can engage with a user base exceeding 1 billion active individuals each month, targeting them according to age, location, and other factors. It also facilitates the display of native and video ads on both web and mobile interfaces.
So Long Facebook
If you aim to generate leads in the B2B space, LinkedIn is the go-to platform. With a user base of nearly 610 million professionals, 80% of whom hold key decision-making positions, LinkedIn provides superb business targeting options. You can target specific job titles or utilize Account-Based Marketing (ABM) to focus on specific companies.
LinkedIn offers three ad types to cater to varying ad campaign needs:
- Sponsored Content: similar to Facebook ads.
- Sponsored InMail: LinkedIn’s take on email marketing.
- Text Ads: simple display ads
Blockchain-Based Alternative Advertising Platforms
If you want to go down a more tech-oriented path, blockchain-based alternative advertising platforms present you with a “trustless” alternative.
Brave
Brave Software, Inc. developed Brave, a free and open-source web browser for Web3. The browser prioritizes user privacy by automatically blocking website tracking cookies and online ads. For advertisers, Brave has created a decentralized advertising marketplace that operates in nearly 200 countries, anonymously tracking user interactions with advertising content and storing the data on its blockchain.
As of February 2022, Brave boasted over 49 million monthly active users (MAU) and 16 million daily active users (DAU). This presents a fantastic opportunity for advertisers to reach their target audience in various ways. Major blockchain brands such as crypto.com, Verizon, eToro, and others also leverage Brave’s advertising platform.
AdEx
AdEx is an advertising network that was started in 2017. It uses the Ethereum blockchain and smart contracts to prevent ad fraud and make sure marketers pay for real clicks. AdEx works on the CPM model and uses a stablecoin called DAI for payments. AdEx connects advertisers and publishers directly, cutting out extra costs for advertisers and making more profit for publishers. The network also respects user privacy by targeting ads based on the websites they visit.AdEx has over 300 publishers from the blockchain and crypto industry and works with popular brands like Bitcoin.com, 1inch Exchange, and StormGrain.
Final Thoughts
For years, Big Tech has been reigning supreme, expanding oftentimes at the expense of smaller businesses. And today we are witnessing the slow descent of Big Tech as they get their day in court. In the coming years, we will be seeing a decrease in Big Tech advertising in favor of smaller, more flexible avenues.
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