Future of Programmatic

Adelaide released a report on how to use attention metrics in programmatic media buying, how to improve attention measurement through DSPs, and more.

Programmatic ad tech has certainly come a long way. Some might say it’s come all the way — all the way, that is, to reaching the initial goals we set out to achieve. Back when the industry began taking shape, it did so with focused purpose: to build the tech infrastructure and business processes to enable highly efficient media buying in a digital world. We’ve climbed that mountain.

How many times per iPhone update have you accidentally discovered a new feature you didn’t know existed? I recently learned of the ability to shuffle through a batch of images sent via an iMessage thread, like the way you would shuffle through a deck of cards. I could immediately see the way in which the feature is intended to save me time and energy and make the experience itself more enjoyable.

Kaiser Permanente’s Franklin Parrish shared how his team used an “inside out” marketing approach to develop a multi-faceted, cross-media campaign that featured customized messaging and content that catered to each of the brand’s target audiences.

In this video, Kaiser Permanente’s Franklin Parrish shared how his team used an “inside out” marketing approach to develop a multi-faceted, cross-media campaign that featured customized messaging and content that catered to each of the brand’s target audiences.

What are some trends and best practices in programmatic media buying?

With the looming deprecation of third-party cookies, marketers face a series of headwinds when determining the value of their campaigns. Fortunately, there are several macro forces working in marketers' favor — if brands can adapt in time.

Digital audio consumption has steadily risen over the last 10 years. There were 7.9 million music subscribers in 2014; this figure eclipsed 82 million in 2021, according to Statista. Weekly digital audio listenership has increased by over 38 percent in the past decade, with an audience of 192 million, reported by Insider Intelligence. Advertisers have been quick to take note of this shift. Global digital audio ad spend is forecast to hit $6.78 billion in 2022 and rise to more than $10 billion by 2027, via Statista

Watching television, scrolling through social media, and working on a laptop, are all inherent parts of everyday life. But screen time is becoming excessive. The average American spends over 7 hours per day looking at a screen.

Maytag repositioned and relaunched its product line for the commercial laundry industry with a full funnel campaign.

In this webinar, Winterberry explored how identity is evolving and going to continue to evolve in the converging, yet fragmented landscape of linear and connected TV.

The ANA, in concert with some of the world’s foremost experts, created a step-by-step guide to help CMOs maximize their investment in programmatic advertising.

As pharmaceutical advertisers increasingly embrace CTV, and specifically programmatic CTV, DeepIntent CMO Marcella Milliet-Sciorra breaks down what they need to know.

In this video, Colgate and The Trade Desk discussed how the brand consolidated its TV buying to reach key audiences on CTV and leveraged incremental reach reporting to understand the reach of its CTV campaigns.

2021 saw a surge in interest in contextual advertising as brands and publishers scrambled to determine how they will target and measure audiences after the imminent death of the third-party cookie on Chrome.

Alfamart leveraged GoScreen’s digital out-of-home displays to run engaging digital ads to reduce banner blindness and increase SKU sales.

Oral-B created a layered, hyper-targeted, mobile-first campaign designed to drive awareness of its new electric toothbrush, leveraging Facebook and Instagram mobile ad placements.

UltraTech migrated an offline campaign online with an extensive virtual studio, mirroring a state-of-the-art demonstration that offered round-the-clock access to home builders to virtually walk around and get all possible information on home building.

GS SHOP leveraged MOLOCO’s mobile programmatic advertising platform in a retargeting mobile campaign.

The media market will benefit from shared understanding of media quality. In this video, learn how leading advertisers like Mars and MediaCom are using attention metrics to bring the industry one step closer.