Programmatic advertising is one of the most popular forms of digital advertising and marketing. But what does programmatic mean? It is an automated and personalised ad experience, including targeted messages based on a user’s activity or demographic data. But programmatic marketing doesn’t just stop at targeting ads! The technology has evolved to include bidding algorithms that advertisers use to buy ad space. Let’s go over five programmatic advertising trends you need to know for 2022.
1. Artificial Intelligence
The programmatic advertising industry is expected to grow in the coming years, largely due to advances in artificial intelligence. For example, AI can be used for real-time bidding (RTB) marketplaces. These platforms automatically match ad space with advertisers looking for particularly placed ads or at specific times of the day, most often seen by certain demographics.
2. More personalization
The industry is seeing a shift from high-volume programmatic buying towards more targeted campaigns, that include data management platforms (DMPs) and demand-side platforms (DSP). This allows for more relevant and meaningful ads reaching your potential customers at the right times, which is very healthy advertisers’ budgets, as impressions won’t be wasted.
3. Programmatic Video Advertising
It has become an integral part of the programmatic ecosystem. Programmatic Video Advertising has seen a drastic increase in use, used by many different brands and companies. The following are five important trends that you need to know about Programmatic Video Ads:
- Real-time bidding is becoming widespread among advertisers and publishers.
- Programmatic video ads are moving into mobile platforms.
- There is an increasing use of native ad formats and a reliance on premium content quality.
- More third-party companies will be entering the market soon.
- It is crucial for advertisers to have an effective programmatic strategy in place before going live with their campaign.
4. Post-cookie optimization
With third-party cookies being eliminated in 2023, it is more important than ever to be able to see and manage your audience’s data. With user profiles no longer available, advertisers will lose their main resource in effectively building target audiences and reaching optimal users.
However, there is a solution. Advertisers should start paying more attention to first-party data to optimize successful ad campaigns. First-party data consists of information gathereddirectly from the user. This will maintain their understanding of their audience with more direct data, which in turn increases ad performance and engagement rates.
Blockchain is already being used in various industries, but programmatic advertising is one of its most promising applications. Blockchain enables advertisers to see exactly how their campaigns are performing because there’s complete transparency on where the money goes when someone clicks an ad or views it online.
Evolve with Eskimi and Programmatic
These are just a few of the many programmatic advertising trends that will continue to evolve over the next year. But one thing is sure; programmatic ads are playing a more critical role in digital marketing as advertisers search for the perfect balance of cost-efficiency and meaningful effectiveness across the entire customer journey. Eskimi hosts platforms for both publishers and advertisers, has an arsenal of impressive targeting strategies, and can design and support innovative rich media ad formats. As always, we look forward to you contacting us with any questions or to discuss how we can help you elevate your next campaign.