Programmatic advertising is still in its infancy, despite having been around for more than a decade. Last year taught us how much can happen in 12 months and the importance of being able to adapt quickly to new trends and dynamics. This year looks like it's going to involve more of the same. According to their data, 51% of marketers have already started to increase their investment in contextual segmentation, while 43% of advertisers agree to adopt this strategy in the future.
The importance of video will become more evident as brands begin to take advantage of it in their advertising campaigns. A report suggests that viewers are likely to retain 95% of the information they receive through video, compared to 10% absorption through text. This is an important milestone for AdTech and for the widespread adoption of advertising within AAA games, which highlights the immense opportunities that this medium offers to brands. Game advertising is a promising new source of growth for programmatic, specifically the rise of native advertising in games.
In addition, with the rise of social commerce, publishers and advertisers have significant opportunities to offer high-quality video content to consumers. All of these channels are gaining popularity and can capitalize on them through the programmatic placement of advertisements, known as OTT ads. According to a study by the Interactive Advertising Bureau (IAB), up to $10 billion in advertising revenues in publishers are currently at stake. SSPs and DSPs, capable of securely processing requests for offers with their own data, will have a greater share in the advertising market.
This, in turn, means that cases of advertising fraud, deceptive leads, and other bad practices associated with digital advertising will decrease even more. Own data provides a better view of audience interests and allows publishers and advertisers to better segment and personalize customer experiences. Retail media networks are increasingly employing a programmatic approach, connecting retail media inventory with external properties and third-party media to achieve omnichannel reach in retail campaigns. As regulations tighten and powerful platforms like Apple crack down on the tracking and storage of online browsing data, programmatic ads are becoming less cost-effective.
From an advertising perspective, this makes the large online audiences that publishers cultivate less valuable. However, there are still ample possibilities for programmatic advertising to expand and offer more dynamic and personalized advertisements. The platform then uses an algorithm to automatically identify the most appropriate advertising opportunities on the most appropriate platforms as they become available. If your company doesn't yet use programmatic ads in some way, you're missing out on the opportunity to save money and improve the results of your online advertising campaigns.