With the numerous technological advances that are taking place and the uncertainties of COVID-19, marketers must be vigilant and ensure that they align their advertising strategies with the latest trends. This measure has been driven by the desire of companies to achieve greater transparency in the programmatic process, in order to strengthen their marketing strategies. For many companies looking for greater programmatic control, the white-label software as a service (SaaS) model is likely to be a better and more affordable starting point than developing custom platforms. This year, marketers will once again focus on these programmatic trends and take advantage of the new opportunities created by the pandemic, such as the rise of advertising on connected television, DOOH and audio as part of a successful marketing mix.
CTV programmatic display advertising may still be in its infancy, but those who adapt now to stay ahead of the curve will reap the rewards. By reaching out to positive consumers, the seller increases the chances of converting a programmatic advertising campaign and, basically, doing the user a real favor. The new programmatic ad exchange platform offers just that: adequate data processing and methods of receiving it that are secure and compatible with users. While programmatic advertising is destined to evolve, it will retain its role as an essential digital marketing tool.
Marketing without third-party data is on the way, which means that the programmatic advertising process will have to find reliable solutions. Brands that use programmatic DOOH can create memorable, eye-catching experiences that will leave a lasting impact on customers. Below are some of the programmatic advertising trends that have emerged in recent years and that are likely to be part of the greater growth in investment in digital advertising in the coming years. In recent years alone, display advertising trends have experienced an impressive array of innovations.
However, programmatic offers much more flexibility than initial or dispersed markets, so when inventory is available, it should continue to capture market share. Programmatic audio advertising works in much the same way as programmatic display advertising, as it automates the sale of ads in audio content, such as podcasts. Not only is this tool a great solution for users with visual and physical disabilities, but it's also something that programmatic advertising professionals should take a hard look at.
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