SOME KEY TRENDS TO FOLLOW IN THE PROGRAMMATIC AD TECH SPACE FOR 2020 AND BEYOND
Programmatic advertising is growing in importance and is at the forefront of the agenda for digital marketers everywhere. According to Zenith’s ‘Programmatic Marketing Forecasts’ report, programmatic ad spend will reach $98 billion by 2020, accounting for 68% of the global digital media ad spend.
Introduction of technologies such as artificial intelligence, machine learning and 5G are going to make programmatic advertising more efficient, while the entry of newer advertising channels such as audio programmatic advertising, voice-activated ads, smart devices, and AR/VR not only gives marketers more choices but also provides a more engaging, personalized experience for consumers.
Trends to follow in the programmatic ad tech space for 2020 and beyond:
AI in programmatic advertising
AI based programmatic advertising has captured the attention of advertisers significantly over the last two years. Marketers will see AI analyze customer behaviour in real-time basis multiple data points such as gender, age, location, preferences, device, platform, previous history and more. It will be able to map user data with ad viewing metrics such as when or where an ad is played, for what duration and so on, to suggest when to place an ad where and in what format. The ability of AI to identify buyer patterns accurately and then place ads accordingly, helps increase overall ad effectiveness, thereby reducing the cost of customer acquisition.