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7 Big Things in Programmatic Advertising right now

7 Big Things in Programmatic Advertising right now

Despite the ad industry is experiencing challenging times due to COVID-19, the previous growth in programmatic advertising brought up a lot of essential questions like regulation, transparency, cookie-less future, and ethics issues in the spotlight. Programmatic is encompassing new digital channels including wearables, interactive TV networks, and even in-car advertising. Here are key insights for you to be on the cutting edge of digital advertising.

#1 Market giants taking media buying in-house

A greater number of companies are shifting towards in-house marketing to make their promotional campaigns more accountable, productive, cost-efficient, and relevant to their brands. According to IAB’s survey, 86% of brand leaders in France, Germany, Italy, Spain, and the UK, including P&G, Unilever, Netflix, and Paypal have fully or partially shifted to the in-house programmatic advertising.

#2 Lack of qualified programmatic talents

In-housing and the emergence of hybrid models, where some elements of programmatic activities are handled in-house and others remain with the agency, have boosted demand on programmatic talents. Brands require commercial-savvy professionals with advanced data science knowledge and analytical approach to creating performance-enhancing algorithms like supply-path optimization

#3 The post-CCPA and -GDPR times

The California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) represented important changes in data privacy. Now advertisers find it harder to use tracking cookies and similar tools to target specific groups of users and personalize ads based on users’ viewing habits.

Media buyers need to reassure the data they’re using for their marketing purposes is reliable and being collected with consent. With these new regulations on board, advertisers should stay away from audience targeting and allocate their programmatic spend for contextual targeting or direct deals with publishers.

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