2017 has already been full of programmatic advertising talk in the digital space. Growth expectations, professional opinions, and the typical ad fraud concerns with programmatic have all made an appearance in publications recently. Media Post posted back in November that programmatic had an expected growth of 31% in 2017—growing faster than all other digital media channels. It’s reasons like the rapid growth and more than two-thirds of US digital display ad spend being spent programmatically that is pushing programmatic advertising to be the way of our future, even more than it is now. Additionally, there are even more things coming into play in programmatic being the future of digital advertising.
Reach New Channels
Programmatic TV, audio, and virtual reality are already a hot topic in the digital advertising world. These will only become more of a topic of discussion as the reality of these media channels will become more accessible. While programmatic audio already has advertisement access on platforms like Spotify, the inventory is solely in Private Marketplace (PMP). As the popularity of programmatic audio advertisements increases, advertisers should expect to see more and more inventory moving from PMP to open market. The same is true for TV and virtual reality. Inventory for those platforms will likely first become present in PMP until advertising through those channels becomes more prominent and there is more inventory available to publishers and advertisers.
As more media channels are brought into the programmatic funnel, advertisers can expect to see integrated technologies across those media channels and the actual programmatic platforms. Constant innovation in the advertising ecosystem has brought in new tools and technologies that more and more marketers and advertisers have begun to adopt. In the future, as these tools and technologies become more prominent in the building of campaigns, advertisers can expect to see platforms partnering up (or fully adopting) these tools as their own. Advertising technology is constantly changing and innovating and these integrations could be a step in making the adopting of programmatic and overall platform operation seamless and easier than ever before.
Data and Targeting Sophistication
The amount of data available to advertisers has increased with the addition of programmatic into the advertising world. As technologies improve and become more advanced, so will the data collected on them. Additionally, with advanced data collection, advertisers should expect to see even more sophisticated targeting become available across programmatic. Programmatic has already been able to get down to specific zip codes, IP addresses, etc. What do you think will be the next step in targeting for advertisers?
Ad Viewability in programmatic has been a major concern for marketers and advertisers since the very beginning. Is my advertisement actually being seen by human eyes? Is it displaying the way I think it is? These have all been questions brought up from the beginning of programmatic time. As platforms start to take their data and targeting to the next levels, advertisers should expect to see the transparency of each advertisement even more than is available now.
Programmatic is like any other piece of technology brought into our lives, constantly innovating and helping make the work easier. In the years to come, marketers and advertisers will only continue to see this innovation take place with new tools and improvements in the ad tech ecosystem.