Programmatic Advertising Trends in 2022

Programmatic advertising is a widespread practice in the world of advertising, and as a result, is always evolving with innovations, technologies, and trends. Advertising professionals run programmatic campaigns to get the right audience. These professionals make some predictions about the programmatic future and discuss the latest trends to provide knowledge to the audience.

While this is a good thing, it doesn’t necessarily make life easier for marketing professionals who need to stay on top of these changes and make the most out of their current strategies. Advertising professionals adopt new strategies from time to time. They make their programmatic strategy according to these trends.

These trends help professionals to spend money wisely on digital marketing, programmatic ad buying, contextual marketing, etc. For a successful marketing mix, it is necessary to learn these programmatic advertising trends.

Buying process is a crucial factor in the programmatic process. Many advertisers are buying media in traditional ways. These methods have become mundane and no longer remained effective. More than two-thirds of media newcomers make this mistake and they do not study the recent programmatic trends. These strategies damage their programmatic systems.

First Party Data

The information you collect directly from your audience or customers is referred to as first-party data. The first-party definition includes the following:

  • Data derived from behaviours, actions, or interests displayed on your website(s) or app (s)
  • Data stored in your CRM
  • Data on subscriptions
  • Social information
  • Non-online information such as completed surveys, customer feedback, and other customer information stored in your CRM database can also be included in this first party data.

So, what can we expect from programmatic advertising in 2022? Here are some of the biggest programmatic channel advertising trends to keep an eye on.

1. Further Growth Of OTT, CTV and In-App Ads

As the world becomes increasingly mobile and dynamic in the way it consumes media, ad tech companies are becoming just as much so in the way they advertise. Connected TV CTV OTT, and mobile-friendly ad formats have seen a meteoric rise over the last few years, and that growth is only expected to continue in 2022.

Connected TV devices, like Roku, Amazon Fire TV, and Apple TV, are now in over half of all American households and continue to grow in popularity. OTT services, like Netflix, Hulu, and Disney+, are being used by over 200 million people in the US alone. And as for in-app advertisers, makes up a considerable portion of digital ad spend and it’s estimated that mobile devices gaming industry and apps will generate over $188.9 billion in revenue by the end of the year.

With these numbers only expected to grow, advertisers are turning to these platforms and ad formats to reach their target audiences. They’re taking advantage of the fact that these platforms offer more targeted, interactive, and engaging ads that are less likely to be skipped or ignored.

Advertising professionals believe that CTV ads have far lower entry costs than those for linear TV, have a high acceptance rate, are growing quickly, and have special advantages. As we move through 2022, expect to see even more marketers embracing these cutting-edge ad formats in order to stay ahead of the competition.

2. Post-Third Party Cookie Solutions

This third party data data contain an information obtained from sources other than the original data collectors. The battle between cookies and data privacy has been a complicated, long, and challenging one. It was further complexified in 2020, when Google announced it would terminate the use of third-party cookies on its platform.

And as the current 2023 start date approaches, companies and ad technology providers are scrambling to put together post third-party cookies data solutions that will work for them.

Many data management platforms are aiming to rearchitect their algorithms, while still others are building new data products from scratch. The final trial for these post-cookie data solutions will be in the coming year as we see how well they work in practice.

While it’s been called for and argued against for years, Google’s move is anticipated to redefine how we measure web traffic and could have a profound impact on programmatic ad spend and the advertising industry as a whole.

3. Increased Focus on Brand Safety and Transparency

The past year has seen several high-profile brands pull their advertising spending from social media platforms due to a lack of transparency and brand safety. As a result, we can expect to see an increased focus on these issues in the coming year.

Advertisers will be looking for more transparency from the platforms they use to advertise, as well as more control over where their ads are placed. They’ll also be paying closer attention to the overall user experience on these platforms, to ensure that their ads are being seen by people in a positive light.

To stay ahead of the curve, ad platforms and publishers will need to make sure they’re prioritizing brand safety and transparency. Those that don’t may find themselves losing out on business to those that do.

4. Further Evolution In AI

Artificial intelligence has been increasing in popularity for years now, but its growth notably jumped as a result of the COVID-19 pandemic.

As people were forced to stay home and businesses had to find new ways to operate, AI became a valuable tool that could help with both.

What’s more, as a result of the digital-first strategies many businesses were forced to take on at the beginning of the crisis, data has become more plentiful than ever before. There is now  a great opportunity to use this data to train AI models and make them even more effective.

Some ways AI is being used in digital advertising and marketing include:

Predictive Insights

Predictive insights have the potential to revolutionize the way businesses operate. By using data to anticipate customer needs and wants, businesses can make sure they’re always one step ahead.

Sentiment Analysis –

To understand how customers feel about their products and services, businesses can use sentiment analysis. This process uses machine learning to analyze customer feedback and understand the sentiment behind it.

As we move into 2022, expect to see even more businesses turning to AI and machine learning to help them with a variety of tasks. These technologies are becoming more and more sophisticated and will only become more integral to the way businesses operate.

5. Programmatic Audio – A Shift In Focus To Audio-Oriented Ads

Not all good content is visual, and the increase in popularity of podcast, radio, and music streaming services we’ve seen lately is proof of that. Data shows that people are now spending more time than ever listening to audio content, making it an increasingly important channel for marketers to consider.

In the last few years, we’ve seen a surge in audio advertising. Projections show that brands are slated to spend a whopping $2.5 billion on digital audio advertising this year alone.

Newer reach consumers are being explored in this regard, such as host-read audio ads, which are essentially native in audio form. These ads are read by the host of the show and are designed to sound like a natural part of the conversation.

They tend to be more effective than traditional pre-recorded ads, as they come across as more personal and trustworthy.

6. Change From Hyper-Personalization To Hyper-Relevance

In the past, personalization has been the name of the game when it comes to programmatic ads. But as we move into 2022, we’re going to see a shift from hyper-personalization to hyper-relevance.

What’s hyper-relevance you may ask? Hyper-relevance is all about creating timely experiences that are based on a user’s current interests. This form of contextual advertising contrasts with personalized ads, which are based on a user’s overall interests.

An example of this would be a travel ad that is served to someone who has just searched for flights to Paris.

Hyper-relevance and contextual targeting will allow businesses to create more targeted and effective marketing campaigns that reach their customers exactly when they’re most interested.

7. Private Marketplaces

The programmatic advertising landscape has become increasingly complex in recent years, with more ad exchanges, SSPs, and DSPs popping up all the time. This has led to a fragmented market that can be difficult to navigate, especially for smaller marketers with limited resources.

Thankfully, private marketplaces (PMPs) have been on the rise as a way to simplify the programmatic landscape and make it more accessible for all.

In house programmatic trends:

This hybrid model of programmatic advertising combines in-house programmatic campaigns with agency resources. In-house, programmatic advertising has become the talk of the town these days. Programmatic campaigns in-house have shown exceptional results for some advertising professionals in recent years.

While brands have more control over their advertising, they don’t have the internal resources to do some technological tasks. Many professionals believe in housing programmatic has a bright future in online advertising.

Programmatic Dooh:

Programmatic display has evolved immensely in recent times. Programmatic DOOH (digital out of home) involves computers automating the sale and distribution of advertising content.

Buyers will specify the circumstances under which they wish to acquire media, and when those requirements are satisfied, advertising is immediately purchased.

Wrapping It Up

New tactics of digital advertising are being introduced. Online advertising is taking place through several means. Some are using social media posts while others are using mobile gaming to do digital marketing.

Game advertising and online streaming has evolved significantly over the years, and it is now one of the most successful income sources in game ads for mobile games.

As we move into 2022, we can expect to see some major changes in the world of programmatic advertising. From the rise of audio and podcast advertising to the shift from hyper-personalization to hyper-relevance, businesses need to be prepared for what’s to come.

By understanding these programmatic advertising trends and how to take advantage of them, you’ll be in a good position to stay ahead of the curve and continue driving results for your business.

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