Hey Guys & Gals!!
Are you ready to kick start the New Year at the fullest? Here are Bucksense’s top 6 predictions for 2019.
1. Unobtrusive Advertising Experiences
Bucksense noticed that advertisers are now looking for ad formats and marketing strategies that provide a more personalized feel for customers. They seem to be more focused on protecting brands by taking more control over the placement of their ads and delivering a relevant and quality experience for their customers.
Advertisers will opt for focusing more on harnessing their data to provide meaningful insights that can help them blow past their ad campaign goals. Besides, they will start benefiting from creating detailed audiences, derived from real customer interactions and interests, and focusing on speaking to these audiences directly.
From now on advertisers will expect to benefit from ad formats that let customers navigate through different products and focus on what is really relevant to them. The end result will be a better user experience which will lead to increased CTR, LTV, and ROI for our advertisers.
2. Smart TV and Connected Devices
Programmatic ads will gain more control over the inventory that today is sold via traditional channels. We definitely need to unlock the great potential of Smart TV and Connected Devices that will lead to plenty of innovative formats. TV, radio, podcasts and voice controlled devices are the next frontier of programmatic advertising.
3. User Data Privacy
What data type advertisers are collecting, how they are using it, and how safe and protected this information is seem to frighten users. To ensure we can all get a level playing field and do things in a consistent and compliant way, it is the responsibility of everyone in the digital advertising ecosystem to reassure customers that we take data privacy extremely seriously and its purpose for us as DSPs, SSPs, ad networks, and advertisers is to provide more tailored, personalized, and relevant advertising experiences for our customers.
4. Advertisers’ Right to Take Full Control Over Its Own Data
In 2019 advertisers will start demanding more ownership of their own data when running campaigns.
Keeping this data to themselves is of paramount importance to become a digital-first brand. Due to the volumes of data involved, there are numerous third parties embedded in the process of data collation, aggregation, and syndication. These are effectively ‘middlemen’ who attach their tags to the advertisements and related content, then provide the segmented data they gather to the brands running the campaign.
5. In-house Advertising
‘In-house’ will be the next frontier of exploration. We assume that several key players in the ad tech industry will take their ads activities in-house. In addition to the already clear path of advertisers taking their media buying internally with their team, we also expect to see more publishers to get the power to sell their own inventory directly.
6. New Types of Fraud
In 2019 we expect to see new types of fraud taking place. We believe that a huge untapped section of these practices is hidden inside Video ads. High CPMs of these media allow frauds to generate bigger profits with fewer impressions, and so be under the radar. Ads.txt were meant to put a stop to fraud and so prevent unauthorized inventory sales. However, the dark side of the ad tech industry has already found workarounds, as SSPs and DSPs have not 100% embraced this standard.