As one of Freestar’s industry experts in programmatic video, I have noticed several trends predicted to dominate the industry in 2023. These trends are expected to shape the future of programmatic video advertising and provide new opportunities for advertisers and publishers alike.
The first trend expected to take center stage in 2023 is the growing importance of data privacy. As consumers become increasingly concerned about using their personal data, brands and publishers must focus on providing transparent and secure data handling. This trend will lead to greater investment in technology that safeguards consumer data and ensures that programmatic video advertising is delivered in a privacy-friendly manner.
Another trend likely to emerge in 2023 is the continued growth of Connected TV (CTV) advertising. CTV is already a significant player in programmatic video, and this trend is expected to accelerate in the coming years. As more consumers turn to streaming services for their entertainment needs, advertisers must focus on delivering targeted, relevant ads on these platforms. This trend will require developing new tools and technologies that allow advertisers to reach CTV audiences effectively.
In addition to the growth of CTV, programmatic video advertising is also expected to become more interactive in 2023. As consumers increasingly expect a personalized, engaging advertising experience, advertisers must focus on delivering interactive video ads that allow consumers to interact with the content. This trend will require the development of new ad formats, such as shoppable video ads and interactive polls, that provide consumers with an immersive and engaging advertising experience.
Another trend likely to dominate the programmatic video industry in 2023 is the increasing use of artificial intelligence (AI) and machine learning. These technologies have already made significant strides in the programmatic advertising industry, and their use is expected to accelerate in the coming years. AI and machine learning will enable advertisers to deliver highly targeted ads customized to individual consumers’ preferences and behaviors. This trend will require developing new tools and technologies to process large amounts of data and deliver highly personalized advertising content.
Finally, the programmatic video industry will become more integrated in 2023. As more publishers and advertisers look to streamline their advertising operations, we can expect greater integration between programmatic video and other forms of digital advertising. This trend will require the development of new platforms and tools that allow publishers and advertisers to manage their advertising campaigns across multiple channels and platforms seamlessly.
In conclusion, the programmatic video industry is set to experience several significant trends in 2023. From data privacy to CTV advertising, interactive ads, and AI and machine learning, advertisers and publishers must stay ahead of the curve to fully take advantage of these trends. By embracing these trends and investing in developing new technologies, the programmatic video industry will continue to provide brands with the tools they need to reach their target audiences effectively.