The future of programmatic advertising is an ever-evolving landscape. As technology advances, so do the opportunities for marketers to reach their target audiences. In 2021, we saw a surge in the use of contextual segmentation, with 51% of marketers increasing their investment in this strategy. Additionally, 43% of advertisers plan to adopt this approach in the future.
Video is also becoming increasingly important, as viewers are likely to retain 95% of the information they receive through video, compared to 10% absorption through text. The advertising technology industry is consolidating its position in maturing multimedia formats such as CTV, DOOH, games and digital audio. Programmatic advertising is now a major source of revenue for more than 35 percent of publishers. This means that advertisers and publishers can create new ways of innovating, ad formats and audiences for a future where the Internet rules. Much of the industry's growth will come from the rapid programmatic expansion of DOOH, and RTB opportunities will now be available through major DSPs.
Own data provides a better view of audience interests and allows publishers and advertisers to better segment and personalize customer experiences. E-commerce offerings are becoming increasingly popular for marketing products such as electronic devices, apparel and jewelry, as well as business-related categories, mobile apps, etc. However, as regulations tighten and powerful platforms like Apple crack down on the tracking and storage of online browsing data, programmatic ads become less profitable. It remains to be seen what effect the pocolip of cookies will have on the willingness of brands to pay for publishers' offer of programmatic advertisements. This year, marketers will focus on programmatic trends and will take advantage of the new opportunities created by the epidemic, such as the rise of linked television, DOOH and audio commercials, as part of a successful marketing mix. Advertisers will create campaigns with fixed budgets that include specific goals and objectives, which will be assessed using KPIs.
All these channels are gaining popularity and can be capitalized on through programmatic placement of advertisements known as OTT ads. SSPs and DSPs capable of securely processing requests for offers with their own data will have a greater share in the advertising market. When it comes to advertising your products and services online, it's important to try different strategies and concepts. However, it's also important to make an informed decision about whether programmatic ads are worth it. By understanding the current trends in programmatic advertising and predicting what's to come in 2023, you can make an informed decision about whether or not this type of advertising is right for you.
