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

Here's the complete contribution:

The state of display and programmatic advertising technology is already changing at a rapid pace, but its evolution will be felt among several areas within the next five years, including transparency, over-the-top content (OTT) and data.

Transparency: Brands and advertisers are already demanding more transparency from the whole ad tech supply chain. Over the course of the next few years, increased transparency will help decrease inventory arbitrage and move economic value from middlemen back to outsides of the chain.

OTT: Cord cutters will become the norm, and younger "cord nevers" will start to drive more consumer spending. This means publishers need to invest in quality OTT experiences and advertisers will need to understand how it fits into their buys.

Data: Data will continue to be a huge topic of discussion. With social platforms and walled gardens housing so much user data already, new technologies, like blockchain, will come into play. These technologies will allow publishers to unionize against the walled gardens of Facebook and Google and force greater transparency with these platforms.

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