The next in programmatic trends

These are the brand new directions programmatic advertising will be turning to this year.

There is no doubt that programmatic advertising, which automates the media buying processes for advertisers, continues in its ascending line and each time (luckily) more professional.
Programmatic advertising allows targeting and focusing on many different variables, such as socioeconomic, demographic and geographic characteristics of online users. Offering advertisers all these advantages and technological advances allows programmatic advertising to know how the advertising technology of the future will be, although it has been present for some years now.
It is hard to say which will be the trends of this year 2019 because it is a sector that is constantly evolving and depends largely on the decisions of Google, which continues to dominate the market without a doubt. But the ones we list below will have a key role for sure…

Video

Interest in video and multimedia content is growing year after year,
is undoubtedly the most requested inventory and with less availability.
As a result, video advertising investments are expected to reach $13.5 billion by early 2019. As video ads have a high viewability rate and certainly a very high engagement ratio, it won’t be a surprise if their investment rates increase in 2019. On the other hand, as I have commented the inventory is scarce but there is a gradual increase in the opportunities of programmatic video on television. It will undoubtedly be one of the trends that I will talk about later when I have more real information.

GDPR

Are you really providing what the law says? On 25 May 2018 the general data protection regulation was implemented by the European Commission and the Council of Europe. It affects both advertisers and publishers.
GDPR , being one of the most commented topics of 2018, seem to maintain their popularity the following year in the programmatic universe, basically is the security of personal data. It is important to know how to abide by the law as it can lead to large fines.
There is another law that is still being discussed, but that will considerably affect programmatic advertising, the law, which will surely come into force during 2019, is called e-Privacy.

Transparency, blockchain, ads.txt

Whenever there are large amounts of money fraud appears, along with the growth in the digital advertising industry, new and more sophisticated fraud systems appear.
This problem causes doubts about the reality of programmatic purchase for advertising campaigns. That’s why transparency is so important, give buyers that confidence to continue investing in this technology that used well gets much better results than the classic media buying.
Many people start talking about blockchain technology, “they consider” it to be the most effective method against advertising fraud. However, we believe this will take a little longer, we will not be seeing or effectively using it in 2019. What the industry has to solve is the amount of middle men in media buying. We recently tested this on AdPone, pretended to be an advertiser and wanted to make a media purchase in a trading desk of a particular publisher. From our bid until the ad was shown in the publisher it went through 17 companies/middleman between SSPs, DSPs, Networks…

Omnichannel, farewell to multichannel

Media buying is moving very slowly towards the omnichannel from multichannel as marketers and agencies become more aware of their users and the year in which we are. I know, it seems unbelievable that in 2019 we will still be working in a multichannel way…A digital user today has an average of 3.2 connected devices. Therefore, advertisers must be present on smartphones, computers, digital assistants such as Alexa or google home, televisions and tablets to reach users wherever they are and thus be able to.

Artificial Intelligence

Without a doubt the most interesting thing and what will make us take a quality leap is Artificial Intelligence and machine learning.
AI will increase productivity, performance and effective use of data in the world of programmatic advertising. There are many forms of AI and no doubt many more will appear as they are evolving exponentially, from AdPone we are developing a technology that carries a significant potential for development through predictive analysis.

There are other tendencies such as 5G or AMP that will surely affect programmatic advertising but I personally believe that to a lesser extent.

There are other trends such as 5G or AMP that will surely affect programmatic advertising, but I personally believe that to a lesser extent.