One of the few sectors that are greatly benefiting from technology is the digital advertising industry. For the past few years, it has enjoyed success in ads campaigns made through user data gathered by different Internet platforms. With the rise of social media and major search engines, it has become easier to monetize and turn regular ads into effective advertising campaigns.
Here are the 4 Smart Trends in Advertising Tech
1. Updated Privacy Regulations
The General Data Protection Regulation aims to fight ad fraud, and according to reports, it’s working the way it should be. It’s limiting the collection and the utilization of several data for various purposes which includes advertising.
Furthermore, even though experts are worried that this would have a significant effect on targeted campaigns, which provides for the end of personalization in the EU segment, there’s no denying that it would still be able to change the world of advertising activities to abstract digital advertisements.
As for media sales, it’s slowly moving to its original position and starting to adapt to contextual targeting as well as first-party data. This influenced the tech experts to focus more on personalization, and this process is expected to develop even more. Basically, instead of relying on new methodologies to work for additional advertising, it would open doors to more significant opportunities.
What about the European Union? Based on the report, there’s a pressure between the Asia Pacific and the United States. They are currently facing the issue of security and privacy breach. However, it’s also believed that with the ad tech industry, together with the help of major software companies, such as JD Edwards, it would promote better security and privacy for everyone.
2. New Formats for Video and Programmatic Advertising
Experts believe that video, as well as a programmatic share of the TV market, will keep on increasing. Also, since it has been proven that the most exciting way of ad storytelling is through video and programmatic advertising, this would help in improving the buyer’s journey as well as the conversion rates and video would probably remain as one of the most useful tools to date.
It’s also predicted that video ad spend would increase to $13.43 billion in the coming months. With various formats, such as out stream as well as social feeds, more than half of the video spend would keep on rising.
Furthermore, the programmatic buying and distribution of digital video advertisements would continue to increase and keep on growing because of the brand’s advanced buying practices, together with the growing acceptance of publishers. There will be an increase in automation in the sales process as well.
3. AI for Programmatic Ad Tech
For several years, AI continues to be very popular among business owners, and AI-driven creative optimization is just one of the few beautiful innovations where it offers a wide range of opportunities for everyone.
With AI, the large amount of data continues to leverage, and this includes historical patterns as well as functional predictions which is a good indication that the business is moving forward. Aside from that, it’s also known for the significant uses of big data, together with media sales. Wherein, instead of taking over sales executives and operations professionals, they are trained to handle AI that allows them to conduct sound decisions and it also works well in providing opportunities for advertisers, publishers, and agencies.
Even the sales force has finally accepted artificial intelligence, and it’s now being used for a wide variety of tools together with CRM and integrations. Also, we can expect that BIM would soon launch their own AI engine and this is something that would make better decisions, and everyone will definitely benefit from such.
This is something a lot of experts look forward to, and they even predict that there’s going to be an increase in more significant acceptance of AI across digital landscape and this would include other possible security measures.
4. Omnichannel Marketing and Advertising
As ad technologies scale up and integrate in 2019, advertisers are beginning to move out of their comfort zone and are starting to expand their niches. Included in this are the retailers, publishers, agencies, and other sectors that are beginning to offer omnichannel ad inventory.
This is known as cross-channel targeting and what used to be just a project, is slowly turning into a reality and becoming very useful.