What We Mean When We Say “Programmatic” Now
June 22, 2023
Programmatic advertising is still called programmatic advertising, don’t worry. But while some of us weren’t looking, perhaps, how we think of it has changed. – ICYMI ….
One trend you surely could not have avoided is the increasing use of artificial intelligence (AI) and machine learning (ML) to automate and optimize programmatic campaigns. AI can be used to do things like target ads more precisely, measure the effectiveness of campaigns more accurately, and predict which ads are most likely to be clicked on.
Another, is the rise of privacy-focused initiatives, such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States. These initiatives are making it more difficult for advertisers to track users across the web, which is a challenge for programmatic advertising. However, advertisers are finding new ways to target ads without relying on third-party cookies, such as using contextual targeting and first-party data.
Lastly, the growth of connected TV (CTV) advertising! CTV advertising is on the rise as more and more people watch streaming content. Advertisers are using programmatic to reach this audience with highly relevant, often unskippable, super-targeted ads.
Overall, programmatic advertising is still becoming increasingly sophisticated and data-driven, and it is being used by more and more advertisers to reach their target audiences.