Programmatic advertising is nothing new, yet it’s in constant change. New technologies, regulations, and best practice make this an exciting element of digital marketing. Yet, what should you look out for in the future of programmatic?
The Final Trial for Post-Cookie Data Solutions
As Google postponed its termination of 3rd-party cookies to 2023, many of us breathed a sigh of relief in 2021. But the new year means new challenges. In 2022, all industry players will wrap up their cookie-related vacation and get down to business with renewed vigor. It will be our time to prepare and dry run new solutions.
Which exact solutions are expected to arrive? Data management platforms will likely re-architect their algorithms to collect consented, personally identifiable data and transfer it to programmatic platforms without defining anonymous segments.
Further Growth of CTV, OTT, and In-App Ad Formats
Connected TV, OTT, and mobile-friendly ad formats will continue to rise. 55% of Americans pay for at least one OTT service. And lastly, 3 out of 4 people use their CTV devices daily. This all means we’re breaking into the new era of TV commercials – now programmatic.
Other facts revolve around such ads’ effectiveness. OTT ads have an average completion rate of 98%. It’s much harder to skip the ad on a Smart TV device, and in some cases, viewers have no choice but to watch if they want to proceed with the video.
Audio and Podcast Ads Scale-up
Mysterious programmatic audio will likely scale as the popularity of online music streaming, and podcasts grows. By 2023, Americans will spend nearly 100 minutes a day listening to streaming radio, music playlists, or podcasts. Brands will spend over $3.5 billion on digital audio advertising this year, with podcast ad revenue alone surpassing $1.5 billion by 1st half of 2022.
Only the minority of demand-side platforms currently support podcasts and other audio ads, yet this will likely change in 2022. Time to look at how to execute programmatic advertising within this promising channel. By the way BidsCube supports audio ad and our sales and accounting teams will be happy to tell you more on that.
White-Label Software Will Grow
White-labeling your publisher platform gives you transparency, modularity, and cost-effectiveness.
White-label tech makes your media selling process 100% transparent. As a platform owner, only you decide which demand partners to integrate with and pay no bid markups to middlemen.
White-label tech is modular and highly customisable. It’s possible to adjust interface, optimisations. And of course you control all the data you own about your visitors and auctions.