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Revolutionize Your Digital Advertising: 10 Programmatic Advertising Trends You Can't Afford to Miss

Programmatic advertising has been a game-changer in the world of digital advertising. By using automated systems and algorithms to purchase and place online ads, programmatic advertising has helped businesses improve the efficiency and effectiveness of their advertising efforts. As the digital advertising landscape continues to evolve, it's important for marketers to stay up-to-date on the latest programmatic advertising trends. In this article, we'll explore 10 programmatic advertising trends that you should know about.

Increased Emphasis on Privacy

Privacy has been a hot topic in recent years, and programmatic advertising is no exception. With consumers becoming more concerned about their data privacy, regulations like GDPR and CCPA have been introduced to protect their rights. In response, programmatic advertising platforms have developed new ways to ensure that users' personal information is protected, such as using hashed email addresses instead of raw data.

Consolidation of Platforms

Programmatic advertising has traditionally been a fragmented industry, with multiple platforms and vendors providing different services. However, as the industry continues to mature, we're seeing a trend towards consolidation. Major players like Google and Facebook are expanding their offerings, acquiring smaller companies, and building out their own programmatic advertising ecosystems.

Greater Use of Artificial Intelligence

Artificial intelligence is transforming many industries, and programmatic advertising is no exception. AI is being used to optimize ad targeting, automate bidding strategies, and even generate ad creative. As AI continues to develop, we can expect to see even more innovative uses of this technology in programmatic advertising.

Increased Focus on Ad Fraud Prevention

Ad fraud is a major problem in programmatic advertising, costing businesses billions of dollars each year. To combat this issue, programmatic advertising platforms are developing new fraud prevention measures, such as using blockchain technology to verify ad delivery and implementing real-time fraud detection algorithms.

Growth of Connected TV Advertising

Connected TV (CTV) is quickly becoming one of the most popular ways for consumers to consume video content. As a result, programmatic advertising on CTV is growing rapidly. This trend is expected to continue as more households adopt CTV devices and traditional TV advertising continues to decline.

Rise of In-App Advertising

As more consumers use mobile devices to access the internet, in-app advertising has become an increasingly popular advertising channel. Programmatic advertising platforms are developing new ways to target users within apps, such as using contextual targeting and in-app header bidding.

Greater Focus on Contextual Advertising

Contextual advertising is the practice of displaying ads that are relevant to the content that a user is currently viewing. This approach is becoming more popular in the wake of privacy concerns and the demise of third-party cookies. Programmatic advertising platforms are developing new ways to analyze content and target users based on the context of their online activity.

Increasing Importance of First-Party Data

First-party data is data that businesses collect directly from their customers. This type of data is becoming increasingly important in programmatic advertising as third-party cookies become less effective. Programmatic advertising platforms are developing new ways to help businesses collect and utilize their first-party data to improve targeting and personalization.

Growth of Programmatic Audio Advertising

Programmatic audio advertising is still a relatively new concept, but it's growing rapidly. With the rise of smart speakers and voice assistants, programmatic audio advertising is becoming an increasingly popular way to reach consumers. This trend is expected to continue as more households adopt these devices.

Increasing Importance of Brand Safety

Brand safety has become a major concern in programmatic advertising, with brands becoming more aware of the potential risks associated with displaying ads alongside inappropriate or offensive content. Programmatic advertising platforms are developing new ways to ensure brand safety, such as using content verification tools and partnering with third-party verification providers.

In conclusion, programmatic advertising is constantly evolving, and staying up-to-date on the latest trends is essential for businesses to remain competitive. From increased emphasis on privacy and brand safety to the rise of AI and connected TV advertising, Programmatic advertising offers many opportunities for businesses to improve their advertising efforts. By understanding these 10 programmatic advertising trends, businesses can better position themselves to take advantage of these opportunities and drive better results from their digital advertising efforts. Team Media is here to help navigate through the new and ever-changing digital landscape and can help support any and all your programmatic media efforts.

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