Programmatic Advertising Trends Shaping the Digital Industry

While trends like the declining use of third-party cookies and the rise of stringent privacy laws may make it seem like it is the end of the road for programmatic advertising, the reality is quite the contrary.

Sure, these things have a direct impact on the way programmatic advertising is used, but their influence will simply mean that advertisers will have to get more creative with their approaches. In fact, since these changes have been in the works for some time now, advertisers are beginning to adapt.

It is clear that despite the changes in privacy laws and the decline of cookies, programmatic advertising is here to stay. However, for marketers who want to keep reaping the benefits of this amazing advertising technology, it has become imperative to keep up with the current trends.

Marketers will have to find innovative ways to target the right audience, and contextual advertising may prove to be a promising solution. With contextual advertising, instead of targeting user personas, advertisers place ads on websites based on the content of those websites which is contextually relevant.

This will benefit both users and advertisers. Users will not have to struggle with being subjected to irrelevant ads ruining the experience of the content they are trying to consume. At the same time, advertisers can rest assured that users are likely to show interest in their product/service since it is being advertised next to something contextually relevant.

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