Hype about programmatic advertising is slowly coming down and more and more marketers try to implement it into their ad campaigns. As the area is becoming more and more popular, we decided to discuss about main trends that nowadays are seen in the niche.
New pricing model for DSP. Traditionally, commission pricing model was the most popular: DSP takes some commission from traffic cost. However, such pricing is not really logical at least to an Advertiser. It seems to be a bit wrong for DSP to earn more, if its client buys more expensive traffic. The profit for platform is obvious, while it may not suit the client’s goals.
We all tend to transparency and the solution is as follows: Advertisers will buy traffic with zero margin (tech free) and there will be a separate bill for using the technology. To get more traffic try rtb advertising platform Polus.Media
Advertisers and Publishers will have their own DMPs. There will be a shift from third-party data to first-party data with an opportunity of their enlargement. It means that problem of data transparency at the market will be finally resolved and the targetings will be more accurate.
Header Bidding invention will redistribute current marketing roles. The technology is better developed and logical way of selling the data by Publishers. Traditional waterfall-like model leaves too small amount of inventory to SSP. This innovation lets all process participants bidding and the winner is the owner of the biggest bid. Thus, DSP can compete with direct advertisers and, as a result, we have more clear and transparent way of work.
Native ads are given new lease of life. This type of ads is talked a lot, unfortunately, not so much have been done. But it grows exponentially and in the USA there are nearly 80% of marketing budget is spent for sponsored stories on Facebook and Instagram. Twitter, Linkedin and even Tinder are tending to support natives.
Brand carefully combine programmatic and content marketing. In other words, programmatic will be used for content distribution.
Now companies finally see that new technology can be used not only for direct advertising, but to tell brand tangentially related stories in the right place and to the right people. And yes, we again talk about native ads and programmatic native will be exactly dimes to doughnuts.
What interesting have you noticed in the area?