Will Programmatic Advertising Reshape the Digital Advertising in 2018?

Nitin Gupta, Founder & CEO, Xapads Media Headquartered in Noida, Xapads Media is a Marketing & Advertising company that utilizes smart audience targeting techniques, global reach, RTB compliance and cutting-edge solutions to help businesses achieve more engaging results.

Showing the right ad to the right audience and at the right time is the agenda of every successful ad campaign that marketers usually follow. But, those who are familiar with Digital Advertising understand better that it is the Programmatic Advertising that easily achieves all the three objectives. Programmatic is getting more and more customized with unprecedented developments in the field of AI and Big Data, and these digital transformations are going to reshape the advertising industry in 2018. With more and more data being stored from the ads trading programmatically, data is emerging as king in digital advertising. The deluge of the data is expected to optimize digital marketing with the robust support of programmatic i.e. better ROI per advertisement dollar spent on this medium. In addition to investment optimization, supply chain optimization would also help programmatic advertising as the first choice of marketers in 2018.

From Problem Recognition to Problem Resolution
As IAB is schedule to implements ads.cert which will help in optimizing the supply chain, cutting down the role of intermediaries and linking the demand to the supply directly. If every thing goes right, it will push the yield for the end publisher, which is currently eaten up by the middlemen; consequently, it will bring the domain spoofing and other such frauds down. unfortunately, with the increase in digital ad spent, ad frauds are on the all-time high, as per the latest reports, over 25 percent of the total digital traffic in many cases is either invalid/bot generated or is spoofed in a way or other. But, the introduction of quality tools like Pixalate and their integration with the DSPs/SSPs, the ad fraud incidents will almost get vanished quite soon.

Industry Needs Transparency
According to Jim Hawker, Co-founder& Director of London based PR consultancy
Three pipe,'For 2018 we expect to see the proliferation of companies and tech specifically designed at auditing and optimizing the supply chain in a continuation of the 2017 trend. This will be fuelled by DSPs wanting to differentiate in a crowded marketplace but we would be surprised if the start-up specialists don’t get there first.'

Blessed with programmatic, digital advertising has emerged as a messiah for advertisers pertaining to optimal investments, better engagements, and enhanced analytics

Now, it seems crystal clear that Programmatic will be ruled by three dominant forces in 2018, and these are big data, optimized supply chain and of course, enhanced transparency. Amongst all the three, what is expected to benefit more to brands is indeed enhanced transparency because due to limited auditing in the past, advertisers were frequently facing problems like domain spoofing and other such frauds. In 2018, it is also expected that for advertisers self-service platforms will emerge as better alternatives to black box solutions, which will eventually optimize media mark-ups and hidden tech fees.

Moreover as Google Attribution is going to hit the scene in a few months, transparency is absolutely guaranteed. With the emergence of Google Attribution, advertisers will be able to monitor and control the cross-channel activities in Programmatic Advertising. Also, as the block chain technology is booming these days, this revolutionary concept may also improve authentication and transparency in programmatic as it tested successfully in the verification of impressions, engagements, etc.

Programmatic will Further Leverage the Mobile Advertising
The next big trend that is expected to accelerate the pace of programmatic in the world of digital advertising is exponential growth in mobile advertising due to the advancements in programmatic technology, AI, and data analytics. Industry experts believe mobile advertising will remain the first choice of advertisers in 2018, in both digital and traditional domains. While the worldwide spending on mobile advertising in 2017 was $143.54 billion, it is expected to increase sharply by $185 billion in 2018. Indeed, this massive growth in mobile advertising is the outcome of a parallel growth in programmatic and high penetration of smartphones all across the world. In addition, due to high access to the internet, greater website compatibility, and bigger screens, mobile advertising is the need of the time for smart advertisers in the present context.

Digital will Remain the Most Preferred Medium for Marketers in 2018
Continuous improvements and innovations are the sign of every progressive industry in the present age and digital advertising is not an exception to it, in fact, it is the industry where new developments take place on a rather frequent basis. Blessed with programmatic, digital advertising has emerged as a messiah for advertisers pertaining to optimal investments, better engagements, and enhanced analytics. Digital will remain the most preferred medium for marketers in 2018 because this year the programmatic advertising is ready to further upgrade the industry with better access to data, optimized supply chain, and enhanced transparency. And, issues like ad fraud will be resolved more satisfactorily by the induction of block chain technology, implementation of ads.cert and the introduction of Google Attribution.