.png)
Predicting the following year’s trends is not always easy, especially for programmatic advertising. In 2021, programmatic advertising spending was up to $106 billion and saw 41% growth the year after. With those numbers in mind, programmatic spending is set to surpass $120 billion in 2023. Here are the top three trends that marketers can look forward to in 2023:
Programmatic Campaigns Ran In-House
Over the last four years, a handful of businesses have run their programmatic advertising in-house, and we expect this trend to grow in 2023. It is more cost-efficient to run in-house than working with a third-party partner and will increase your ROAS (return on ad investment). However, in-house programmatic advertising is only recommended for some companies because hiring experts may be difficult and costly. Another disadvantage could be understanding the legal barriers, especially in extracting data. Lastly, it is arguable that media agencies still have a better view of the overall media landscape.
Digital Out-of-Home Advertising (DOOH)
By the end of 2022, DOOH advertising is projected to reach $2.58 billion. DOOH has many advantages because it can reach a large audience, is ad blocker resistant, and can live in a cookie-free future. Be on the lookout for an eye-catching DOOH experience in 2023.
Increase of White Label Software
White Label Software is software produced and marketed by a company from a service provider and rebranded as its business service. Companies and agencies can purchase access to the software and use it to run their programmatic ads. They use this to pull data and reports without the client seeing its origin. The increase in White Label Software is due to the growth of companies and agencies running their programmatic ads in-house.
We are excited to see how programmatic advertising is going to transform in 2023. With the shift to privacy-first, the deprecation of the ad IDs is on edge. One must be able to adopt industry standards, factor in contextual signals, and develop transparent data to be able to survive programmatic ads in 2023.
Comments