Is the Future of Targeted Advertising “In-App?”

New challenges are coming to Digital Advertising

Our general manager, Vadim Wichmann, participated as a guest on the Smart Tech Show (produced by BSmart) to discuss the legal, technological, and political issues facing the Digital Advertising sector.

  • Is the future of Targeted Advertising in-App?
  • Is this the end of scheduled third-party cookies?
  • What are the different ecosystems that exist in Mobile Marketing?
  • What is Google Privacy Sandbox?
  • What is the position of the professionals in these fields on these subjects?

Find the entire show below, specifically, his participation in the interview from the 11th minute of the show:



If we were to summarize the key takeaways from this show, here are the 3 big threats of Digital Targeting Advertising:

  • A new legislative framework: through the GDPR and its strict application by the CNIL (National Commission on Informatics and Liberty) in France
  • New positions of GAFA (Google, Apple, Facebook, and Amazon): with the implementation of new solutions by Google and Apple
  • New political initiatives: through a working group set up by the government (France), such as the citizens’ convention for the climate

The importance of understanding these data issues for market players is now essential; advertisers, agencies, and ad-tech must anticipate these changes in the near future.



The program can also be found directly on the BSmart website.


Agenda for the morning of Thursday, April 8, 2021:

  • Data: a key value – 1st min
    • With Nicolas Lioliakis – Chairman of Kearney France
  • Is the future of Advertising in-App – 11th min
    • With Vadim Wichmann – General Manager WITH Geneva and Rapporteur of the Advertising Commission of the Mobile Marketing Association of France
    • Thomas Fagot – Founder and President of MobSuccess
    • Jérôme Bouteiller – Founder of Ecran Mobile
  • To stop is to disrupt? – 35th min
    • With Alain Staron – CEO of Amborella