The new digital revolution has challenged advertisers. Although the advertising business needed to prepare for how technology would alter its practices, it has accepted these changes and is adapting to them, notably through programmatic advertising.
The term “programmatic advertising” refers to an automated approach for buying and dynamically positioning ads on digital platforms. With programmatic advertising, ads, including targeted advertising content, may be purchased and placed in a matter of seconds.
Programmatic advertising has increased over the past few years, becoming an increasingly important resource for advertisers. However, questions remain as to how and why this type of advertising will continue to gain traction and take up a larger share of the media buying process.
To find the answer, we looked at the state of the industry now and where we see programmatic advertising going in the future.
- 1 Extensive Use of SEO Analytics in Programmatic Campaigns
- 2 Far More Rigorous Programmatic Standards
- 3 Dynamic Creative Optimization Will Continue To Grow
- 4 A Greater Emphasis On Emerging Platforms And Environments
- 5 Transition To In-House Programmatic
- 6 Improvements In Data Storage, Administration, And Analysis
- 7 Conclusion
Extensive Use of SEO Analytics in Programmatic Campaigns
Search engine optimization (SEO) and programmatic advertising may appear to be separate forms of online marketing strategy. But in fact, there are a lot of insights you can draw from your SEO efforts that can be leveraged to improve the performance of your programmatic campaigns.
For example, SEO in the US requires understanding local people’s preferences, purchasing patterns, and language, choosing the proper keywords in the correct form of English, buying a local domain, having decent content and a mobile version, and optimizing your website. This ensures your brand communicates with your audience.
The same may be said for SEO in Australia, another big-name country in digital marketing. Australia will have 23.6 million mobile users by 2026. Since more than half of Google searches are now done on mobile devices, any SEO effort must prioritize mobile SEO. Thus, major providers like Brisbane, Perth, and Melbourne SEO services focus on mobile search optimization for programmatic advertising.
Far More Rigorous Programmatic Standards
The need for more rigorous programmatic standards has been a problem for years, but the industry needs to respond faster. Now, however, we’re finally starting to see some action: Google and Facebook have announced plans to introduce new policies around brand safety and ad fraud.
Google’s initiative includes an independent review board that will assess ads based on their content (e.g., whether they’re politically inflammatory or sexually suggestive). There’s also a transparent public database of all ads on its platform so advertisers can see what ads are being shown alongside their brands’ pages on YouTube or Gmail.
Facebook is taking things one step further by prohibiting all types of “misleading” content from appearing in its monetized videos. This means no more fake news or hoaxes from publishers who want money from advertisers who want to reach through those publishers’ social media channels!
Dynamic Creative Optimization Will Continue To Grow
Dynamic Creative Optimization (DCO) is a process of optimizing the creative content of an ad based on the user’s behavior. It can optimize ads across all digital channels, including web, mobile devices, and video.
DCO can also be used to optimize ads based on context. For example, suppose you’re running a campaign for summer clothing at Christmas time. In that case, DCO will change your visibility accordingly so that it only shows up when people are looking for summer clothes.
A Greater Emphasis On Emerging Platforms And Environments
Even though programmatic advertising will remain a top priority, businesses need to be versatile and responsive. It is expected that 2023 will see a rise in the need for innovative software and operating systems.
Therefore, marketers need to know how to use data well to decide where their resources should be allocated and what outcomes to expect from their efforts on various channels.
Transition To In-House Programmatic
Some companies will bring their programmatic advertising in-house to have more control over their budgets, customer information, and intellectual property. They will need first-party data or details gathered from customer interactions. However, doing so entirely in-house is a challenging task.
Combining a unified data management platform (DMP), change management, in-house knowledge, and an integrated AdTech platform is necessary to achieve optimal results. Some companies believe it’s essential to maintain command of customer information, boost transparency, and reduce ad fraud at all costs.
Improvements In Data Storage, Administration, And Analysis
Data has become the most valuable resource. It is simultaneously everywhere and nowhere, and this paradox is crucial to comprehending the programmatic advertising landscape of 2023 (and beyond).
Data management and analytics are more crucial than ever in the modern era due to the massive amounts of data available. Nevertheless, there are still many challenges to overcome to make the most out of these tools.
Over time, machine learning has progressed through natural language processing (NLP) into advanced artificial intelligence (AI) systems that can understand what humans mean when they speak or write.
This allows brands to focus on real-time responses rather than waiting for reports or analyses before taking action against issues like false impressions or ad fraudsters hijacking ads online through bots infected with malware programs designed to steal advertising dollars.
With all of these changes, marketers will need to be able to adapt and pivot their strategies quickly. The good news is that we’re already seeing some of these trends take hold—and we can look forward to more innovations in the years ahead!