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Boaz Cohen is a featured contributor to Programmatic Advertising: A Modern Marketer's Definitive Guide report.

Here's the complete contribution:

Over the next 3-5 years, display and programmatic advertising technology will evolve in many ways. Display and video programmatic advertising will be more accountable and campaigns will become specific KPI-driven. Brands will want to understand what the ROI is from the campaign and move away from impression metrics.

Click-through rate (CTR) and clicks will not be a relevant measurement (as long as they are considered a KPI and measurement for performance, the fraud, click farms and lack of accuracy and transparency will continue).

Also, video and display ads will be used together as a combined campaign to drive ROI, rather than planned separately as it is today. We will see more personalization in both display and video advertising that will enable brands to achieve a new level of creativity that was not possible before by integrating technology that delivers the most relevant message to their audience and then tells them exactly where to purchase the product or service being offered.

By delivering real-time insights to understand audiences, advertisers will start to measure what’s valuable to their performance.

To start, Procter & Gamble’s chief brand officer Marc Pritchard demanded transparency from their agencies. This is just the beginning; many companies will start and have already started, demanding the same.

As such, there has also been an increase in ROI measurement players in the market and campaigns that measure ROI.

Another huge indicator is the growth in video advertising. According to eMarketer, US digital video ad spending is rapidly growing — faster than previously thought — and is estimated to reach $22.18 billion in 2021.

Lastly, more artificial intelligence (AI) will be involved to understand data patterns at scale. In fact, according to Statista, revenue from AI services worldwide is expected to grow from $2.4 billion in 2017 to $59.8 billion in 2025.

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