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The Future of Programmatic Advertising

What's next in Programmatic Advertising?


Even though it has been over a decade, since Programmatic comes in the market (in 2007), where Global advertising spending in 2018 is 640 Billion USD, Programmatic stands at only 12-15 Billion USD. That said, we're in the era of early Programmatic.


So what's the Future of Programmatic?

  • Is it 'Machine Learning and Big Data integration'?: DM's backbone is a galaxy of user data (browser cookies). Integrating Machine Learning or AI will allow the tools to automatically bid and run an ad selection process for the particular targeted audiences using a particular device in the geo-targeted region, when they’re searching for a specific term based on their interest
  • Are we moving towards advanced 'Brand Safety' measures?: Currently, Programmatic doesn't guarantee 100% brand safety to the advertiser. A common example taken: There's always a possibility that an airlines ad lands in an ad unit next to 'plane-crashed last night' news headlines
  • Are we moving towards One-To-Moment marketing?: Moving forward, it is necessary to get the right message in front of the right people at the right time, in real time which will drive the business with ample growth
  • For every individual client, early in this decade, everyone is concentrated on 'audience-first strategy' to get the right audience targeted, whether it is for remarketing, sales or for brand awareness
  • TV ads are also integrating into Programmatic (called Connected TV ads). This will be one of the modernized parts in DM : Per my understanding, let's explain this : Suppose, I'm watching a cricket on TV. With cross-device tracking methodology, an advertiser selling sports stuff (like shoes or whatever) will deliver an ad during the Advertisement part. At the same time if I'm following the run rate on my mobile (in-app), it will serve a remarketing ad to buy the same item, which will definitely increase the conversion rate.
  • Integrating digital (display or video) ads in Offline Marketing: What if an offline hoarding is connected to an ad server, and shows a product relevant to the weather, nearby brand stores/ food courts, based on the GPS traffic and common interest of nearby users! - That should be an evolution, right! The technology should integrate AI, one-to-moment marketing, and audience-first strategy
  • Advancement in Psychographic Segmentation Targeting: Recently one of the social media ad campaigns influenced people in political aspects by psychographic segmentation targeting. This seems to be the next level in Programmatic Marketing which slowly attracts people and influence them psychologically
  • Blockchain : On implementing a Guardian-like app (a site crawlable agent) to ensure Brand safety, which will constantly monitor the site contents/ comments on a page and will prevent ads showing up next to the irrelevant content/comments on the page, per the desire of the advertiser.
  • AR & VR: Recently IKEA store in Hyderabad India has shown the glimpse of using VR (in Auto Rickshaws) to attract people to their store. No idea how fast the industry is pacing ahead, but combing AR (Augmented Reality) and VR (Virtual Reality), programmatic advertising can rise as high to the sky

Dated: May 3, 2018

Source : Internet and article updates from e-magazines

Declaration: If you found anything irrelevant, please highlight.
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