Programmatic Advertising Trends 2022 That You Can’t Ignore
Programmatic advertising is becoming increasingly important in marketing campaigns. Especially user habits that have been reshaped through the pandemic. Experts have predicted that in 2022, 90% of the budget of digital marketing campaigns will go to Programmatic Advertising, this number doubles compared to 2019. As a marketer, you cannot ignore this field. So in 2022, what trends will Programmatic Ads have to keep an eye on? Below is an analysis from an expert of MVO agency.
# 1 Changing the way collecting data and targeted
For years, marketers have relied on third-party cookies to programmatically target and display advertisements to users. However, in the next period, data collection through 3rd party cookies will no longer be available. Therefore, advertisers need to find a new way to ensure their marketing campaigns reach the right target users, so that new ad spend is not wasted. There are currently 3 possible ways for programmatic advertisers to adopt alternatives:
Contextual targeting – this means that ads will be delivered to sites with the same content, rather than relying on user information. In terms of user behavior, this method is quite effective. And surveys also show that 61% of marketers will use this method.
Consistent data collection methods – Companies may collect information from consumers through voluntary exchanges, such as opt-in forms and surveys. Publishers may also incentivize users to provide information for ad targeting in exchange for bonuses.
Use tools of technology giants such as Unified Identity 2.0 ; · Google SandBox ; · Apple Sk adNetwork. These are the 3 most typical alternatives to third-party cookies. While their solutions are both in the early stages of development, they promise a lot of marketing potential.