Programmatic advertising has been one of the fastest-growing segments of the advertising industry in recent years. It has revolutionized the way brands and marketers approach their advertising campaigns, making it easier and more efficient to target specific audiences and measure the success of their campaigns. As we approach 2023, programmatic advertising continues to evolve and adapt to new technologies and consumer behavior. In this article, we’ll explore some of the programmatic advertising trends that we can expect to see in 2023.

Trend #1.
Increased use of Artificial Intelligence and Machine Learning: As programmatic advertising becomes more sophisticated, AI and machine learning will play an increasingly important role in campaign optimization. AI algorithms can analyze vast amounts of data to identify patterns and make predictions, which can be used to optimize ad targeting and placement. As a result, we can expect to see more AI-powered programmatic advertising tools that can deliver more targeted and effective campaigns.

Trend #2.
More Emphasis on First-Party Data: With increased concerns around privacy and data security, brands will need to rely more on first-party data to power their programmatic advertising campaigns. First-party data refers to data that is collected directly from customers, such as website analytics and customer behavior data. By using first-party data, brands can ensure that they are targeting their ads to the right audience while respecting privacy laws and consumer preferences.

Trend #3.
The Rise of Connected TV Advertising: Connected TV (CTV) is an emerging platform that allows viewers to stream television content over the internet, rather than through traditional cable or satellite providers. As more viewers shift to CTV, we can expect to see more programmatic advertising campaigns targeted specifically to this platform. Advertisers can use programmatic advertising to deliver personalized ads to viewers based on their viewing behavior, demographics, and other data points.

Trend #4.
More Advanced Targeting Options: With programmatic advertising, advertisers can target specific audiences based on a range of factors, such as location, age, interests, and behavior. In 2023, we can expect to see even more advanced targeting options become available, such as targeting based on weather conditions, time of day, and even individual moods or emotions.

Trend #5.
Increased Use of Programmatic Audio Advertising: Audio advertising, such as podcasts and music streaming services, has become increasingly popular in recent years. Programmatic audio advertising allows advertisers to deliver targeted audio ads to listeners based on their listening habits, location, and other data points. As audio advertising continues to grow, we can expect to see more programmatic audio ad campaigns in 2023.

Let’s sum it up:
Programmatic advertising continues to evolve and adapt to new technologies and consumer behavior. In 2023, we can expect to see increased use of AI and machine learning, more emphasis on first-party data, the rise of connected TV advertising, more advanced targeting options, and increased use of programmatic audio advertising. By staying up-to-date with these trends, brands and marketers can stay ahead of the curve and deliver more effective and engaging advertising campaigns.

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