Here’s Adage’s Not-Hot List for 2020

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Adage recently published its not-list for 2020. Adage’s not-hot list is its response to all of the forecasts surrounding the hottest media and tech trends in store for the advertising industry in 2019. With the not-hot list, the online magazine is trying to stress that even though it is important to determine what the next big thing or trend is, it is also important to note that once-buzzworthy things might be falling out of vogue, or even dead on arrival. So with that in mind, its time to look at Adage’s not-hot list for 2020. We would be sharing excerpts from the list, to get the full list please click here

Here’s Adage’s Not-Hot List for 2020

Adage’s Not-Hot List for 2020.

Cookies (third-party)

Following moves by both Safari and Firefox to block third-party cookies (by default) on their browsers, Google has planned an imminent announcement about Chrome and how it will handle third-party cookies. Privacy is, of course, the major concern here, given that third-party cookies collect, track and use all sorts of data about consumers—often unbeknownst to them—as they move from site to site. The demise of the third-party cookie will have a major impact on programmatic advertising as walled gardens, first-party data, and contextual targeting step up to fill the void.

Echo Loop

While I applaud Amazon’s recently announced Day 1 initiative, in which the company releases new products in limited quantities to get customer feedback, I cannot see a compelling use case for the Echo Loop. It’s a bulky ring that is tethered to the Alexa app on your smartphone. In a world of smartwatches that: a) actually have a display, b) are becoming increasingly stand-alone, and c) provide so much more functionality (including fitness tracking), the Echo Loop doesn’t seem to add any unique value—especially at a price point of $129.99. Sorry, but this one is DOA.

HomeKit

Let’s face it, the smart-home space is dominated by Amazon and Google, and Apple’s HomeKit ecosystem has a tiny fraction of compatible devices when compared to the competition. And while Apple hopes to change that reality with an infusion of new engineering hires, critics say it’s simply too late to play catch up. Within just the smart speaker market alone, Apple has a mere 2 per cent of share against Amazon’s 25 per cent and Google’s 22 per cent (according to IDC). As a die-hard Apple fanboy, I hope I’m wrong about this one, but it’s not looking good—unless Apple can channel the great Steve Jobs and bring something very disruptive to the space.

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