What’s On the Horizon for Programmatic Advertising?
Ever wondered how those perfectly timed ads magically appear on your phone? Sure, maybe it’s our phone listening to us. But more likely, it’s programmatic advertising.
But what exactly is programmatic advertising and how does it work? Buckle up and get ready to learn a bunch of random new words. Oh, and embark on an exciting journey into the world of programmatic advertising. In this masterpiece, we will uncover the next big innovations in programmatic advertising 2.0. Let’s explore-what is on the horizon in this targeted digital ad strategy.
What is programmatic advertising and how does it work?
For newbies, let’s get real about programmatic advertising. Programmatic advertising is a way to automatically buy and place ads online using flexible tech. Picture this:
Step 1: You surf on your favorite site.
Step 2: The site owner lets Ad Exchanges know that they have space for ads. Ad Exchanges are digital marketplaces where publishers and advertisers buy and sell ad space in real-time.
Step 3: As per your liking and choice, these ads pop up on your favorite website. You feel weird, but maybe you’re influenced.
This way of displaying ads to users makes the process more efficient, faster and allows ads to be highly targeted to its audience. Now replicate this process across many sites, smart TVs, digital radios, and even outdoor billboards. According to a forecast by Zenith Media, programmatic advertising is going to dominate the market, commanding 87% of global ad spending by 2026. This data showcases the massive highlights of growing importance of automated, data-driven ad strategies in the digital world.
Great- now that you’re up to speed, get ready for change. The world of programmatic advertising is on the edge of major transformation in tandem with developing tech.
Advanced AI and machine learning: We can’t deny the fact that AI and machine learning is getting smarter day by day. With personalized ad targeting and improved accuracy, AI will fuel the next wave of innovation.
Data privacy regulations: Privacy is one of the crucial factors in advertising and with the rise of GDPR, CCPA, and other data privacy regulations. The way data is collected and used for advertising is changing.
Cookie-less future: Advertisers, instead of depending on third-party cookies, are now working on new strategies to track and target users. This is leading to an innovative approach and method to reach the target audience.
Omnichannel advertising: Isn’t it cool? Now consumers can interact with brands across multiple devices and platforms. The 2.0 version of programmatic advertising focuses on delivering a seamless experience to consumers across all these touchpoints.
Programmatic advertising use cases
Major brands are adopting programmatic advertising into their current strategies – and looking toward the future.
Nike
Nike is a pioneer in leveraging AI and machine learning for personalized advertising. Through its apps, website and social media, Nike analyzes data and creates highly targeted ads to reach potential consumers. For example, if you use products of Nike and a regular user of Nike training club, you must have experienced or watched ads featuring the latest workout gear or training programs as per your fitness goals.
The New York Times
As we have mentioned above, contextual targeting is how helpful for advertisers to reach the potential audience. The New York Times has embraced contextual targeting to deliver relevant ads to its readers. By analyzing the data through contextual targeting, Times ensures that readers see ads that come under their interest. For instance, if a reader is interested in financial articles, he/she should see ads relevant to finance.
How new tech will level up programmatic advertising 2.0
Remember when ads used to feel like they were randomly thrown at you? These days are fading fast, thanks to the advancements in AI and machine learning. To better understand how these cutting-edge technologies are revolutionizing programmatic advertising, let’s check out the below detailed insights on how programmatic advertising is getting smarter and more accurate with day-to-day development.
Personalization to the highest degree. From automating media buying and selling to real-time bidding and hyper-targeted campaigns, programmatic advertising has revolutionized how brands connect with you – a real person.
As a result, over 90% of US digital display spending is through programmatic platforms, thanks to these sophisticated targeting methods. Today, programmatic advertising is not just about efficiency but it’s about strategy and collaboration.
Predictive analytics: With the introduction of programmatic ads, predictive analytics are center stage of marketing strategies.
Dynamic creative optimization (DCO): Ads are customized in real-time based on user data. For example, browsing a travel site might show ads for exotic beaches or mountain getaways depending on your interests.
Embracing a cookieless future: Programmatic ads are leading the way towards embracing strategies without cookies.
Contextual Targeting: This type of targeting focuses on the content being consumed rather than user behavior. For example, Ads for mobile accessories appearing in an article about smartphones.
Universal IDs: Unique identifiers created for users across different platforms and devices for consistent tracking. For example, logging in with an email or social media account creates a universal ID for cross-site tracking.
The rise of omnichannel advertising: Ads are customized in real-time based on user data. For example, browsing a travel site might show ads for exotic beaches or mountain getaways depending on your interests. Cross-Device Tracking follows users as they move between devices to provide consistent and relevant ads. Connected TV (CTV)- Targets viewers on streaming platforms with precise targeting and dynamic ad insertion.
The future of programmatic advertising
With everyday developments, what’s next for programmatic advertising 2.0? With the continued evolution of AI and machine learning, the future can be expected with more sophisticated ad creatives.
And seriously, the lines between online and offline advertising are fading. Programmatic advertising 2.0 is set to bridge the gap, enabling seamless integration between digital and traditional channels. Need an example? How about collecting and using data from in-store purchases helps improve online ad targeting leading to more personalized advertising strategies.
Data privacy and ethics are major concerns, still, we have a shot if orgs place a stronger emphasis on ethical practices and prioritize transparency, user content, and data security.
Cut the chase
Driven by advanced technologies, evolving technologies, and changing consumer behavior, the future of programmatic advertising is all about personalization, transparency, and innovation. So, next time a perfectly timed ad pops up in front of you, don’t panic. Or do. But remember it’s programmatic advertising.
