Contextual targeting in programmatic will be paramount in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 18, 2022, 9:53 AM GMT+0

Eliminating silos, using social media posts, weather forecasts, and real-time insights can help advertisers capitalise on digital out-of-home (DOOH) media transactions in 2022.

Marketers, to stay ahead of the curve in 2022, need to leverage trends in the programmatic landscape. Advertisers must work with programmatic partners that provide transparency and insight into ad placements, as well as share data ownership.

Optimising supply-paths and asking partners and publishers to demonstrate value, can offset the impact of Apple's App Tracking Transparency (ATT). Marketers can measure the performance of their connected TV (CTV) ads, past completion rates, as programmatic CTV matures and ties investments with ROI on ads. However, uncertainty and difficulty in understanding ROI and channel attribution are expected to continue in 2022.

Extended data and media mix modelling, and incrementality measurement can help measure the ad’s performance. Moreover, as IDs and cookies get phased out and new privacy-compliant technology is implemented, contextual targeting is expected to become significant. Consolidated programmatic can help advertisers pool resources and skillsets into smaller groups, allowing them to differentiate, and deliver value to customers, as well as innovate new solutions.

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