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How to Reach Your Consumers through a Fragmented Ad Ecosystem

  • - Meira Robertson
  • 2 min read

As you may have noticed, your consumers aren’t who they used to be. 

Like you, they’ve had to navigate the two years following a challenging pandemic, and as a result, their habits and behaviors will never be the same. According to McKinsey & Company, COVID-19 brought about years of consumer behavior changes in the span of a few months, leaving brand marketers everywhere scrambling to adapt along with it. 

And one more thing. The ad tech ecosystem is more fragmented and complex than ever before, so marketers are now also faced with the difficult task of capturing these new consumers’ attention across television screens, streaming services, the open web, and many more forms of emerging media.

Confused on how to optimize your marketing strategies and use data effectively in this new reality? You’re not alone. What should your first step be, and which new acronyms should you have in your tech stack to help you connect with consumers along the way? 

Luckily, in our recent webinar, What Marketers Need to Know About the New (and Improved) Ad Ecosystem, Viking Cruises’ Laura Perlman, SVP, Marketing Planning, Product, and International, answers some of these questions for us. She also shares tips on navigating the new ad tech ecosystem, so you can not only provide better experiences for your consumers, but still drive business and marketing ROI in this post-pandemic, consumer-first world.

Here are a few of Laura’s key learnings on the industry implications of this rapidly shifted consumer behavior, and how marketers can use their tech stacks to keep up:

1. The acceleration of changing consumer behaviors was unprecedented. What’s here to stay?

2. The two fundamental options you must consider when designing your tech stack.

3. You’ll never be able to predict future changes in behavior or the industry—here’s what to do instead.


We don’t need a marketing crystal ball to tell us that the ad tech landscape (and your consumers’ behavior) will continue to evolve over time. However, using the right technology for your business, iterating on your methodology, and using data to accurately anticipate your consumer needs can lead to greater ad tech ROI and create happier, more loyal customers in the process. Watch our webinar to learn how. 

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