The realm of online advertising is more akin to a living, breathing entity than a static industry, constantly morphing and adapting to new circumstances. It’s paramount for those involved to remain ahead of the curve by keeping up-to-date with the most recent developments in programmatic ad tech.

The automation of ad inventory trading via programmatic advertising has paved a new way for advertisers to tap into their target demographics. This piece will explore five groundbreaking trends anticipated to shape 2023 and their implications for both programmatic ad tech and online publishing.


Preparing for a Cookieless World: Enhanced Data

As the end of cookies draws near with Google’s impending deadline, the advertising industry is pivoting towards privacy-focused solutions. Stringent regulations like GDPR and CCPA have spurred this shift, emphasizing transparent data collection and usage practices. New technologies like ID5 are emerging as alternatives, allowing publishers to identify users without relying on cookies. This move not only aligns with regulatory compliance but also offers opportunities for cross-device tracking and personalized advertising in a cookieless environment. The transition may be complex, but it represents a crucial step in preserving user privacy while maintaining effective ad targeting. Industry players must be agile and innovative, leveraging solutions like ID5 to navigate this new landscape.


The Dawn of AI and Machine Learning

Artificial intelligence (AI) and machine learning are quickly becoming the backbone of programmatic ad tech. These technologies fine-tune ad campaigns, zero in on specific audiences, and enhance ad performance. In 2023, it’s expected that these technologies will further ingrain themselves in the ad tech sector, as advertisers and publishers strive to maximize their ad spend’s effectiveness.

Consider AI and machine learning algorithms as a scalpel that dissects consumer behavior and interest data. This empowers advertisers to target their ads with unrivaled precision. On top of that, these technologies can calibrate ad placements and bidding strategies in real-time, fostering better ad performance and bolstered ROI.


Video Advertising: An Unstoppable Force

Video advertising has enjoyed a steady climb in popularity and this trend is projected to continue its ascent in 2023. As the consumption of video content on various devices grows, advertisers are allocating larger portions of their ad budgets to video. This shift is propelled by the expansion of high-quality video content and the explosive popularity of streaming services like Netflix, Hulu, and Amazon Prime.


Publishers that can adeptly monetize their video content are poised to reap the benefits of this trend. This not only entails using programmatic ad tech to serve video ads within their content but also leveraging AI to create videos based on the text of article content. This innovative approach enables easier access to the video format while increasing the native feel to video throughout a publisher’s website. Teaming up with video ad networks and exchanges to monetize their inventory further enhances their ability to capitalize on the ongoing popularity of video advertising.


Navigating Ad Revenue Seasonality in 2023: A Shifting Landscape

In the constantly shifting landscape of the advertising industry, ad revenue seasonality has been an essential guide, intricately tied to recurrent yearly events and divided into four distinct quarters. However, 2023 has proved to be an atypical year, with the usually predictable ebb and flow flattened by economic strains, the COVID-19 pandemic, and geopolitical tensions. Recognizing these unique patterns is vital, but success requires a strategic approach tailored to each quarter’s characteristics, including diversifying ad formats, prioritizing user experience, revitalizing content, and leveraging advanced monetization techniques. As publishers sail these uncertain seas, understanding and skillful navigation of ad revenue seasonality set the course for a profitable journey, even in challenging waters.


Riding the Omnichannel Advertising Wave

As content consumption spans an increasing array of devices and platforms, advertisers are seeking out methods to reach their audience across all these channels. Omnichannel advertising is their answer. In 2023, we predict a stronger focus among programmatic ad tech companies on developing solutions that help advertisers connect with their audiences, no matter their location.

Omnichannel advertising utilizes a wide spectrum of channels and technologies, from display ads and social media ads to email marketing, newsletters and mobile ads, to reach consumers. This strategy provides a seamless, integrated consumer experience across all channels and proves particularly effective in boosting brand awareness and engagement.

Publishers capable of providing omnichannel ad experiences are primed to seize this trend. This could involve coordinating their own ad inventory across various channels and collaborating with omnichannel ad networks and platforms to widen their reach.

Beyond these trends, look out for the expansion of programmatic audio advertising and the emerging “programmatic out of home” advertising trend in 2023. The programmatic ad tech landscape is perpetually shifting, making it vital for online publishers to keep abreast of the latest trends. By doing so, publishers can make informed decisions on optimizing their ad strategies and keeping a step ahead of their competitors.

Whether it’s harnessing AI’s power, capitalizing on the video ad trend, or adapting to enhanced data protection measures, staying informed on these trends will enable you to drive superior results for your business.

In the final analysis, the key to thriving in the fast-paced world of online advertising lies in understanding the industry’s key trends and challenges, making informed decisions, and paving your own path to success. Waytogrow is ready to help you capitalize on these opportunities and advise on these challenges. Get in touch with one of our team today to learn more.

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