2022 Predictions: CTV and cross-channel advertising
What marketers in the new year are looking to gain from increased programmatic investments.
Programmatic Advertising
MarTech is your source for programmatic advertising content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
Programmatic advertising allows advertisers to access inventory across increasingly all media in real-time and to be able to measure audience engagement and campaign performance. Today’s marketer is orchestrating omnichannel campaigns and constantly optimizing placement and creative assets. The loss of 3rd party cookies encourages more data partnerships between publishers and other non-traditional 3rd party sources like financial companies, for example.
Dig deeper:
- Get With The Programmatic: A Primer On Programmatic Advertising
- IAB Tech Lab prepares digital media industry for ‘watershed moment’
- Gannett ad mishap highlights concerns about programmatic advertising
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Microsoft to acquire Xandr, delivering a global ad solution to digital advertisers
This deal, along with a partnership with open RTB platform Taboola, provides more options for marketers to run effective digital campaigns in the post-cookie world.
Digital out-of-home advertisers seek hyper-local, contextual targeting
New findings shared by the DPAA tell us about the role DOOH plays in marketers’ omnichannel strategies.
Samsung Ads rolls out data partnership with major marketing platforms
Samsung Onboarding Partner Program will become available in early 2022 and allows advertisers to bring in their own audience data and preferred segments.
Uber OOH selects Vistar Media as SSP programmatic partner
Marketers will have access to over 3,000 cartop screens in major U.S. markets.
Mediavine boosts programmatic ad spend on minority-owned inventory
The ad management platform partnered with Colossus SSP which delivers a highly diverse marketplace.
Ethical advertising: How Quaker Oats helped feed America
Good-Loop's ethical ad wrapper promoted charitable donations and an uplift in brand perception.
Vistar Media integrates audio OOH to reach in-store shoppers programmatically
The Trade Desk becomes the first DSP to offer omnichannel programmatic access to this emerging audio in-store channel.
The MarTech Minute: Programmatic ad spend, Google recruits PayPal’s COO and Iterable gets $60 million
The martech week in review: News and announcements in marketing technology this week that you might have missed.
Social now dominates $57.3 billion U.S. programmatic display market
In-app targeting that doesn't rely on third-party cookies has helped social (namely, Facebook) leap over open web programmatic buying.
The adtech trends rounding out 2019: Programmatic growth, measurement standards, privacy implications
Looking to 2020, adtech players can expect new capabilities driven by a customer-first approach grounded in privacy, brand experience, and standardization.
Irish GDPR investigation of Google could impact entire programmatic ecosystem
The complaint that triggered the investigation argues the programmatic RTB exposes sensitive, personal data without sufficient protection.
Video ad spend soaring in 2019, favoring original content, programmatic buys
Advertisers expected to dedicate more than half of video budgets to original content while increasing investment in programmatic video inventory, according to reports from the IAB and eMarketer.
Debunking the top 5 stereotypes of programmatic traders
Programmatic traders play an integral role in advertising planning, strategy and execution but there are misconceptions about what they really do.
Why Netflix may have to introduce ads and how TV is becoming a programmatic medium
Audience segmentation, targeting and (offline) attribution are increasingly available for 'TV inventory.'
Waze enables programmatic inventory, offers richer analytics with Google ad tech integrations
Local businesses advertising on the platform can bring customers to their front door with programmatic placements and richer analytics that include real-time insights.
Report argues location data is key to better mobile programmatic outcomes
Simpli.fi says pre-packaged audience segments have significant limitations.
Google Ad Manager adopting first price auctions for programmatic display, video
The decision comes amid industry calls for greater transparency and simplicity in programmatic.
Privacy group’s accusations against IAB Europe question ‘the bedrock upon which programmatic is built’
The trade group denies that real-time bidding is incompatible with GDPR.
Taptica acquires RhythmOne to bulk up programmatic video ad capabilities, increase focus on CTV
Adding to its purchase of Tremor Video DSP, the company hopes to provide advertisers with a more transparent buying process.