Two out of every three digital display ad dollars are now bought programmatically, according to the latest update from the media market forecasting team at Publicis Media’s Zenith. The agency’s just-released 2019 Programmatic Marketing Forecasts projects that 69.2% of the $322.6 million global display ad marketplace will be bought programmatically in 2020.
With numbers these positive, is there any reason to think the programmatic bubble will eventually burst?
In our minds, the answer is both yes and no…
It’s inconceivable that digital advertisers would give up the agility provided by real-time bidding and frictionless media planning provided by programmatic media buying technologies. So, no…we don’t expect to see ad buying behaviors moving backwards in time.
But while programmatic spending is at an all-time high, there are more and more examples of 3rd-party data vendors operating fast and loose with data privacy -and that is something we do expect to change dramatically over 2020 and 2021.
As unimaginable as it would be to give up programmatic, ignoring data privacy concerns will prove equally unsustainable.
MarketChorus’ Resonance platform is a privacy-safe alternative to leveraging personally-identifiable information (PII) to sell advertising impressions. With Resonance, you can automatically generate 1st-party data on your website visitors, based on the content they consume and use it to retarget these visitors off-site; on any number of social and programmatic advertising platforms.
Since we’ve built a solution to help publishers monetize their 1st-party data, we’re bullish on programmatic -but we definitely foresee major changes to the kinds of data programmatic ad platforms will be able to leverage safely.
Programmatic advertising, much like Facebook has become over the last year, will increasingly force advertisers to bring their own 1st-party data to the table.
Savvy marketers are hard at work already, implementing strategies to grow a community around their brand to increase the volume and quality of their proprietary data while this trend is developing and there is still time to react.
For more information on the growth of programmatic advertising in 2020, read the full article…