The programmatic advertising industry has come a long way since its early days. In fact, it’s now a multi-billion-dollar industry that is only projected to grow in the years to come. Here are some predictions for the programmatic advertising industry in 2023.
Programmatic advertising will grow even more powerful. As technology advances, so too does programmatic advertising. By 2023, programmatic advertising will be even more powerful and influential than it is today. This growth will be driven by a number of factors, including the continued rise of data-driven marketing, the increasing sophistication of programmatic buying platforms, and the ever-growing pool of ad inventory that is being made available through programmatic channels.
Advertisers will demand greater transparency and control. Advertisers are becoming increasingly savvy about the programmatic landscape and are demanding greater transparency and control over their campaigns. In response to this demand, programmatic solution providers will continue to invest in tools and capabilities that give advertisers more visibility into the auction process and allow them to fine-tune their targeting strategies.
The shift from display to video will accelerate. The ongoing shift from traditional display advertising to video will continue to gather steam in 2023. Driven by the explosive growth of digital video consumption, advertisers will allocate an ever-greater share of their budgets to video ads that can be purchased pro-grammatically. This shift will present both opportunities and challenges for programmatic solution providers, as they seek to address the unique requirements of video ads while also delivering on the promise of real-time bidding.
The future of programmatic advertising looks bright—and full of opportunity. By capitalizing on the continued growth of data-driven marketing, the increasing sophistication of buying platforms, and the growing pool of ad inventory, programmatic solution providers will be well-positioned to capitalize on the tremendous opportunity that exists in this rapidly evolving industry.
