The use of software to automate the buying and selling of advertising has revolutionized how businesses reach consumers. In the coming years, programmatic advertising is expected to continue its rapid growth, driven by several emerging industry trends, such as the increasing adoption of artificial intelligence and machine learning. These technologies are shaping the future of programmatic advertising and are already being used to improve the targeting, optimization, and measurement of programmatic campaigns. They will continue integrating into programmatic platforms to make advertising even more effective.
Another trend expected to shape the future of programmatic advertising is the growth of over-the-top (OTT) and connected TV (CTV) advertising. With the increasing popularity of streaming services, more and more people are cutting the cord and watching television online. This presents a massive opportunity for programmatic advertising, allowing businesses to target specific demographics more precisely and at scale.
Privacy concerns and regulations are significant trends shaping the future of programmatic advertising. With the passing of privacy laws like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), businesses will need to be more transparent about collecting, using, and sharing personal data. This will lead to an increased focus on privacy-compliant programmatic advertising, using alternatives like contextual and deterministic targeting methods.
Another trend is the shift of ad dollars into podcasts, streaming audio and voice-driven devices; programmatic will be an effective tool for advertisers to reach their target audiences.
In conclusion, programmatic advertising will continue its rapid growth in the coming years, driven by emerging trends like the increasing adoption of artificial intelligence and machine learning and the focus on privacy-compliant methods. Businesses that can adapt and take advantage of these trends will be well-positioned to effectively and efficiently reach their target audiences. You can signup for free for a publisher account from dkilo and experience contextual pDOOH targeting allowing you to publish specific campaigns/messages at specific locations, with the ability to switch places & content in real-time.
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