By
John Davis
Friday, February 7, 2024 at 8.08 a.m.
Use the form below to gain instant access to our presentation about the latest developments in programmatic advertising.
1. Artificial Intelligence
- AI Overviews and zero-click search results pages are disrupting search marketing budgets. But the Walled Gardens of Facebook and Google are developing AI-powered Black Boxes resembling vending machines that always spit out appealing scores for their own campaigns.
- Meanwhile, AI-powered programmatic technology on the Open Web can fine-tune campaigns based on each advertiser's inputs with more transparency and without relying on third-party cookies.
2. Curation
- Publishers, Agencies, and Advertisers can develop their own bundles of hand-selected ad inventory and audiences based on their own first-party data.
- Private Marketplace Deal IDs can bring publishers and advertisers closer together on pricing and premium placements while still leveraging programmatic infrastructure.
3. Supply Path Optimization
- Advertisers and agencies can put more of their budgets into premium publisher inventory and less into intermediaries.
- Best practices trim bad actors among publishers and inventory suppliers to ensure brand safety and high-quality placements.
