Programmatic advertising has experienced substantial growth in recent years. According to Statista, the global programmatic advertising market was worth $558 billion in 2023, marking an 11% increase in investment in programmatic digital advertising compared to the previous year. This growth reflects the evolving digital landscape and advertisers’ increasing trust in programmatic platforms. It highlights the maturity of the sector and the significant role it will play in the future of digital advertising. Below are the key programmatic advertising trends that I predict will shape the current year.

In the digital age, where competition is just a click away, brands face constant pressure to stay one step ahead of the competition. Advertising technology, first-party data and artificial intelligence (AI) are at the heart of this evolution and play a key role in shaping the future of advertising and media buying. Brands that ignore these technological breakthroughs risk finding themselves in a precarious position, unable to compete in a rapidly evolving digital environment.

Ad targeting has long been plagued by bias, with traditional methods relying on assumptions about demographics and failing to accurately represent the diverse and changing nature of modern consumers. As a result, many brands have struggled to reach and engage their target audience effectively, fuelling frustration and the rise of ad blocking technologies. However, iPROM Private DMP is here to change the rules to this game.

Since the introduction of the General Data Protection Regulation (GDPR), publishers met with immersive challenge of adapting new data protocols. To make the challenge easier, Interactive Advertising Bureau (IAB) designed a Transparency and Consent Framework (TCF), so publishers and ad vendors could continue to use digital advertising while providing consumers more control and privacy over their data.

As a publisher, operating based on the advertising business model, your bottom-line goal is to get the highest yield for every ad impression. Yield management is all about that, meaning selling ad inventory to the right customer, at the right time, for the highest possible price.
Nevertheless, yield optimization is becoming more and more complex and technically difficult. Perfecting a yield optimization strategy can take time, skill and endless testing. But there are some tips that every digital publisher can implement before diving into the super technical details.

In 2018, 80 per cent of ads will have been programatically leased.

Digitization is transforming all industries while advertising builds new foundations for smart use of technology. In the world of advertising, the digital ecosystem is changing practically daily.