Programmatic ad spend was projected to approach $80 billion in 2021, up from just $63 billion in 2020. And by the end of 2022, programmatic advertising spend is estimated to reach nearly $100 Billion dollars. With the programmatic space expecting to see such massive growth, publishers have a lot to keep watch out for. And with better preparedness, monetization opportunities can be cracked better.
So what are the key factors that need attention? What will be some of the top priorities of advertisers and publishers? What long-term components, like a cookie-less world, need to be considered as the programmatic space continues to evolve? All this and lots more will be covered at this session as industry leaders Angelina Eng (VP of Measurement & Attribution at IAB) , Anne-Claire Cornee (Head of Pan EMEA Sales & Global Brands at Dailymotion; Member of The Women in Programmatic Network) and Niki Chana (Board Member at The Women in Programmatic Network) share key thoughts and programmatic insights.
Priorities and challenges may be different, but there certainly will be areas (such as policy regulations) where advertisers and publishers will work collaboratively achieving win-win situations.
Bigger publishers have greater exposure and understanding of the programmatic ecosystem. There’s still work to be done when it comes to smaller and mid-sized publishers particularly in the B2B space.
New browser updates, AI/ML-based technology, contextual targeting, and several other elements will govern the development of the programmatic space.