Evolution of Marketing

The future of programmatic 

A new era of programmatic advertising beckons. 

According to Dentsu, nearly three quarters (71%) of digital spending will be transacted programmatically across various platforms in 2023. This includes emerging channels such as CTV, Retail and DOOH (digital out of home), where growing volumes of ad inventory will be made available to purchase using programmatic methods. 

The Future of Programmatic report highlights key trends across three different areas:

1. The search for privacy-safe solutions in the post cookie era
2. Digital wastage in the programmatic supply chain
3. The expansion of programmatic in emerging channels

The report also provides some practical guidance to advertisers that are interested in evolving their programmatic and ad tech capabilities.

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