The Future of Programmatic Advertising in 2023

Programmatic advertising has come a long way since its inception and continues to evolve at a rapid pace. In the coming year, 2023, the programmatic advertising industry is expected to reach new heights and bring about significant changes in the way advertisers reach their target audience. Here are some of the latest trends and developments in programmatic advertising that we can expect to see in 2023.

Increased Focus on Privacy and Data Protection

With the implementation of new privacy regulations such as the GDPR and CCPA, advertisers are becoming increasingly aware of the importance of protecting consumer data. As a result, we can expect to see an increased focus on privacy and data protection in programmatic advertising. Advertisers will be required to obtain explicit consent from consumers before collecting and using their data, and they will also need to be transparent about the types of data they collect and how they use it.

The Emergence of New Ad Formats

In 2023, we can expect to see the emergence of new ad formats that will provide consumers with a more immersive and interactive experience. This includes things like augmented reality (AR) and virtual reality (VR) ads, as well as interactive video and audio ads. These new ad formats will allow advertisers to engage with consumers in innovative and engaging ways, and they will also provide consumers with a more interactive and personalized ad experience.

Growth of Automated Guaranteed and Private Marketplaces

In programmatic advertising, Programmatic Guaranteed (PG) and Private Marketplaces (PMP) are becoming increasingly popular. PG is a programmatic buying method that allows advertisers to guarantee inventory at a fixed price, while PMP is a closed auction that provides a more controlled and secure buying environment for advertisers. In 2023, we can expect to see continued growth in PG and PMP, as they provide advertisers with more control over their campaigns and greater transparency in their ad spend.

Rise of Cross-Device Targeting

Cross-device targeting allows advertisers to reach consumers across multiple devices, including smartphones, laptops, and tablets. In 2023, we can expect to see a significant increase in cross-device targeting, as consumers continue to use multiple devices throughout the day. This will provide advertisers with a more comprehensive view of their target audience and allow them to reach consumers on the devices that they use most often.

Expansion of OTT Advertising

Over-the-top (OTT) advertising refers to the delivery of video content via the internet, without the need for a traditional cable or satellite television subscription. In 2023, we can expect to see continued growth in OTT advertising, as more and more consumers turn to streaming services for their entertainment needs. Advertisers will be able to reach these consumers with targeted ads, and they will also be able to track their ad performance in real time.

Conclusion 

In conclusion, the future of programmatic advertising looks bright, and we can expect to see continued growth and innovation in the industry in 2023. From an increased focus on privacy and data protection to the emergence of new ad formats and the growth of automated guaranteed and private marketplaces, programmatic advertising is poised to change the way advertisers reach their target audience.