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

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We’ll see greater transparency, a shrinking of the middleman market, wide adoption of header bidding, and emergence of blockchain tech. New tech like header bidding will continue to squeeze middlemen.

New tech like header bidding will continue to squeeze middlemen. Middlemen introduce extra fees, higher costs for advertisers, lower profits for publishers, and introduce bad inventory into the ecosystem. Header bidding shortens the supply chain removing margin layers, fees, and fraud.

Meanwhile, refined targeting outside of the duopolies will continue to improve as data and media companies continue to consolidate. Audience data targeting is the new media currency, almost overshadowing inventory. It’s the targeting that makes something premium now. We’ll see more publishers rush to introduce their unique data sets.

In addition, there continues to be mounting pressure from large advertisers on transparency, quality, and user experience. Publishers that don’t submit will be left out. Initiatives like ads.txt saw slow publisher adoption until advertisers started pushing for it.

We’ll see more transparency and verification initiatives in the future. Finally, blockchain is starting to make a real impact. Given security, transparency and supply chain accountability is gaining momentum, technology like blockchain will gain prominence in solving these problems.

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