Exploring the evolving landscape of programmatic advertising and the emerging trends that will shape the industry in the coming year.
Programmatic advertising has been a driving force in the digital advertising ecosystem, allowing marketers to buy and sell ad inventory in real-time through automated bidding processes.
As we look forward to 2023, several key trends and predictions are set to shape the future of programmatic advertising, impacting both advertisers and publishers alike. In this article, we explore these developments and their implications for the industry.
1. Continued Growth in Programmatic Ad Spend
The programmatic advertising market has experienced consistent growth in recent years, and this trend is expected to continue. According to eMarketer, global programmatic ad spend is projected to reach $147.37 billion in 2023, up from $106.46 billion in 2021. This growth will be driven by the increased adoption of programmatic buying across various channels, including mobile, video, and connected TV.
2. The Rise of Connected TV Advertising
Connected TV (CTV) advertising is poised for significant growth in 2023, as more consumers embrace streaming services and advertisers look for new ways to reach engaged audiences. Research by Magna Global suggests that CTV ad spend will increase by 31% in 2023, reaching $19.2 billion in the US alone. As a result, programmatic advertising on CTV platforms will become an increasingly important part of the digital advertising mix.
3. Increasing Focus on Data Privacy
Data privacy concerns and the growing number of regulations, such as GDPR and CCPA, will continue to shape the programmatic advertising landscape in 2023. Advertisers and publishers will need to prioritize transparency, user consent, and data protection to ensure compliance with these evolving regulations. This shift may also lead to the rise of alternative targeting methods, such as contextual advertising and first-party data strategies.
4. The Emergence of Contextual Advertising
As the industry grapples with data privacy concerns, contextual advertising is poised to gain traction in 2023. Contextual advertising involves serving ads based on the content of a webpage or app, rather than relying on user-specific data. This approach aligns with the growing emphasis on privacy and offers advertisers an alternative method to target relevant audiences without relying on third-party cookies.
5. Greater Adoption of Artificial Intelligence
Artificial Intelligence (AI) is set to play an increasingly significant role in programmatic advertising in 2023. AI-driven tools and algorithms can enhance the efficiency and effectiveness of programmatic buying by analyzing vast amounts of data, optimizing bids, and improving targeting. This will enable advertisers to deliver more personalized, relevant ads while reducing wasted ad spend.
6. Omnichannel Marketing as the New Norm
In 2023, omnichannel marketing will become even more critical for advertisers looking to deliver a seamless and cohesive customer experience. Programmatic advertising will play a central role in facilitating omnichannel campaigns, as it enables marketers to reach their target audiences across multiple touchpoints, devices, and formats, with consistent messaging and targeting.
7. Expansion of Digital Out-of-Home Advertising
Digital Out-of-Home (DOOH) advertising has been steadily gaining momentum, and this trend is expected to continue in 2023. DOOH refers to the use of digital screens in public spaces, such as billboards, transit stations, and malls, for advertising purposes. The integration of programmatic technology into DOOH enables advertisers to leverage real-time data and more precise targeting capabilities. According to a report by PwC, global DOOH ad revenues are projected to grow at a compound annual rate of 10.1% between 2021 and 2025, reaching $26.2 billion.
As the programmatic advertising landscape continues to evolve in 2023, marketers and publishers must stay abreast of these emerging trends and adapt their strategies accordingly. By embracing new technologies, prioritizing data privacy, and adopting an omnichannel approach, businesses can capitalize on the potential of programmatic advertising to drive growth and maximize their return on ad spend.