The growth of programmatic driven by market maturity, accountability, and technological convergence, can provide brands new and realistic returns.
Despite COVID-19 disrupting advertising, ad tech has prospered as more people are consuming digital content like OTT videos, mobile games and more. Marketers can expect more accountability as programmatic usage matures in the digital landscape.
Because of the rapid growth of CTV and investments in ad impressions, demand for better measurement and attribution to track ad performance will increase this year. While social media influences advertising, its impact is decreasing as venture capital spending for direct-to-consumer (DTC) social campaigns is declining.
As a result, D2C firms are diversifying customer acquisition partners, adapting holistic and mature marketing strategies, and using multiple advertising platforms. With AI's applications being pervasive in daily lives, marketers would do well to embrace AI and deep learning.
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[3 minute read]