The future of programmatic advertising is pretty bright as in the coming years brands will continue to spend a sizable portion of their advertising budgets on programmatic advertising in order to reach their targeted customers. However, they will explore several formats that encourage creativity and new consumer interactions while maintaining privacy.
This is also why reviewing your company’s overall data strategy is necessary as part of the evaluation of your programmatic buying and advertising plan. It can assist in establishing connections and trends among already existing first-party data, generating data integrity and context that are essential to the emerging world of programmatic experimentation.
The scope of programmatic advertising is not limited
Programmatic advertising is not just used online, that means on the internet, digitally. As advertisers are going ahead and abandoning strategies that rely on third-party data they are certainly looking to invest more money in other formats. Here are other formats of programmatic advertising that will gain more momentum:
Geotargeting for mobile devices
Mobile geotargeting uses GPS data from mobile devices to enable marketers to target particular customers while they’re moving, provided that they’ve enabled location tracking, with the ideal advertisement at the ideal time.
Advertisers will soon reach customers with programmatic audio when they aren’t viewing their screens or playing digital audio. This can provide them the ability to efficiently target customers based on demographics like age, device, and listening preferences when customers log in to listen to digital radio, music streaming services, podcasts, etc.
Out-of-Home (OOH) advertising is one type of programmatic advertising that is difficult to ignore. Its examples include electronic billboards on buses and buildings, within airport terminals, and in stadiums.
Programmatic advertising offers advertisements through streaming video services and linked TVs instead of going through TV providers. Advertisers can provide relevant ads to their intended target customer in real-time, based on the consumer’s location, demographics, context, time of day, and the content they are currently viewing.
While programmatic advertising has the potential to support the growth of brands, it may also be confusing at times. The world of digital advertising is reaching a turning point and with the elimination of third-party cookies, numerous industry innovations have emerged with increased concerns about online security and privacy.
While there isn’t currently a universally applicable solution for the post-cookie world, one thing is certain: the industry is becoming more and more dependent on first-party data, and it is acknowledged that the only way to go forward in the cookie-less future is to harness this data pool.
In conclusion, technology has given marketers the ability to significantly enhance their targeting abilities. It is now quite evident that using programmatic is necessary to stand out from the competition.