AntonioSolano/Getty Images
The year 2022 was full of surprises for brands, agencies, and other key players in the advertising economy — not all of them pleasant.
Consumers embraced TikTok in huge numbers. Streaming powerhouse Netflix reversed its opposition to the ads it once disavowed in response to financial challenges and competitive pressure. Apple's changes to how data is shared with apps single-handedly upended the mobile attribution system that underpinned billions of dollars in ad spend. And the dual forces of price inflation and rising interest rates dragged down consumer sentiment.
How are marketers responding? Not always in the...