Tag: programmatic advertising

Weekend Digital Media Round- Google Launches Ads Advisor & Analytics Advisor Globally, Getting Human-driven, AI-assisted Marketing Right, Leading with Logic and Instinct: The Dual-Compass for Every Leader & More….

1.Google Launches Ads Advisor & Analytics Advisor Globally

Google is rolling out Ads Advisor and Analytics Advisor, two AI-powered tools built on Gemini, to all English-language Google Ads and Analytics accounts starting early December. Ads Advisor provides optimization recommendations and can apply approved changes, while Analytics Advisor offers conversational insights, visualizations, and growth opportunities through key-driver analysis. [Source: Search Engine Journal]

2. Getting Human-driven, AI-assisted Marketing Right

Marketing is undergoing a major transformation as AI reshapes creativity, discovery, and brand authenticity. The emerging approach combines human insight with AI assistance, emphasizing owned media channels, trust-building, and iterative strategies like “loop marketing.” HubSpot advocates for human-driven, AI-assisted content to enhance personalization and long-term audience value. [Source: AD Week]

3. Leading with Logic and Instinct: The Dual-Compass for Every Leader

Leadership in today’s world requires balancing two “compasses”: logic and intuition. Logic provides data-driven clarity and strategic alignment, while intuition enables bold decisions, empathy, and adaptability in uncertainty. The most effective leaders integrate both to navigate complexity and foster trust. [Source: Brand Wagon]

4. How To Prepare Your Brand For Agentic AI Commerce

Agentic AI is revolutionizing e-commerce by enabling personalized shopping experiences, automated decision-making, and frictionless purchasing through AI-powered assistants. To stay competitive, brands should focus on structured data, API integration, AI-driven content optimization, accessibility, and secure payment systems. [Source: Forbes]

5. Marketers Still Love Awareness — and It’s Costing Them

Marketers often overinvest in awareness, mistaking visibility for value, which leads to wasted budgets and poor ROI. Modern strategies emphasize activation—measurable actions like acquisition, retention, and revenue—over exposure, replacing outdated models like AIDA with performance-driven frameworks that tie marketing spend directly to business outcomes. [Source: CMS Wire]

6. Future of Marketing Briefing: The agentic turn inside programmatic advertising

Agentic AI is rapidly reshaping programmatic advertising, with three new standards emerging in less than a month: Ad Context Protocol, User Context Protocol, and the Agentic RTB Framework. This shift signals a major acceleration in AI-driven automation for ad auctions and targeting. [Source: DigiDay]

7. AI in B2B: ‘The market’s confused implementation with innovation’

Most B2B companies are misusing AI by focusing on efficiency rather than transforming customer experience, leading to disconnected and inconsistent journeys. Research shows leadership misalignment, talent gaps, and organizational silos are major barriers, while true innovation requires unified data, customer-first strategies, and shifting AI budgets toward CX for long-term growth. [Source: The Drum]

8. Beyond deals, inclusive design is shaping India’s festive e-commerce

Inclusive design is reshaping India’s festive e-commerce by making online shopping accessible and culturally relevant. Brands are adopting multilingual interfaces, adaptive layouts, and AI-driven personalization to ensure every user—regardless of language or ability—feels welcome and engaged during peak festive seasons. [MediaBrief]

9. Which Is Broken: Your CDP or Your Customer Data Management?

Customer Data Platforms (CDPs) often fail to deliver promised benefits for mid-sized businesses, amplifying existing data and resource issues instead of solving them. Success depends on strong data governance and infrastructure, which most firms lack, making CDPs an expensive distraction unless preceded by multi-year data readiness efforts. [Source: CMS Wire]

10. How to measure your AI search brand visibility and prove business impact

Brand visibility in AI search is becoming the key metric for SEO, replacing traditional rankings. The article explains how to calculate a Brand Visibility Score, benchmark competitors, and track sentiment to prove business impact, offering a three-step framework and tools for monitoring and improving visibility across AI platforms like ChatGPT, Perplexity, and Google AI Overviews. [Source: Search Engine Land]

November 14, 2025
Weekend Digital Media Round-Up: Why Person-First Media Buying Is the Future of Programmatic Advertising, Enterprise AI Strategy: Moving From Ambition To Scaled Impact, How to make ecommerce product pages work in an AI-first world & More…

1.Why Person-First Media Buying Is the Future of Programmatic Advertising

Brands are shifting toward a person-first approach in programmatic advertising by leveraging identity resolution and AI to deliver personalized, relevant content across platforms. This strategy enhances engagement, improves ad effectiveness, and enables more meaningful measurement of business outcomes. [Source: AdWeek]

2. Enterprise AI Strategy: Moving From Ambition To Scaled Impact

AI adoption in enterprises often falls short due to misaligned strategies, lack of infrastructure, and insufficient focus on people and trust. The article emphasizes shifting from flashy experiments to purposeful scaling by aligning AI with business goals, empowering teams, and measuring real impact—not just technical metrics. [Source: Forbes]

3. How to make ecommerce product pages work in an AI-first world

AI is transforming ecommerce by acting as a virtual sales rep, filtering and recommending products based on user context rather than just keywords. To stay visible, product pages must offer rich, context-driven descriptions that answer who the product is for and what problems it solves. [Source: Search Engine Land]

4. Brands talking unified screen strategy: Time to retire TV vs Digital debate?

Brands and marketers are increasingly embracing a unified screen strategy, combining the mass reach of linear TV with the precision of digital and Connected TV (CTV) to optimize campaign outcomes. As media consumption habits evolve, especially among younger audiences, the focus is shifting from channel-based planning to audience-centric approaches, with integrated budgets and dynamic content strategies leading the way. [Source: Exchange4Media]

5. Scaling PPC Campaigns Sustainably: Use The SCALE Framework To Move Beyond Actionism

PPC campaigns often fail due to reactive decision-making and lack of strategy. The SCALE framework—Stabilize, Capture, Amplify, Layer, Evolve—offers a structured, data-driven approach to sustainable growth by focusing on performance, market insights, and disciplined execution. [Source: Search Engine Journal]

6. How to use Performance Max for high-value customer acquisition and retention

Performance Max (PMax) in Google Ads is proving to be a powerful tool for acquiring and retaining high-value customers by leveraging automation, audience segmentation, and conversion value layering. By assigning incremental values to new and lapsed customers, marketers can optimize bidding strategies and improve campaign performance—though careful reporting is essential to avoid inflated ROAS. [Source: Search Engine Land]

7. Tech as the new creative calculus: Rethinking advertising in the age of AI

India’s leading creatives at Cannes Homecoming explored how AI is reshaping advertising, emphasizing the need to balance technological efficiency with human empathy. The discussion highlighted that the future of storytelling lies in harmonizing innovation with emotional resonance. [Source: Campaign India]

8. LLM perception match: The hurdle before fanout and why it matters

Brands are now being filtered by AI systems based on how well they align with user intent, even before relevance or content quality is considered. This concept, called LLM perception match, determines whether a brand is eligible to be recommended by language models like ChatGPT, making it a critical factor in AI-driven visibility—especially for B2B companies with complex sales cycles. [Source: Search Engine Land]

9. The 10 Commandments For CMOs In The Age Of AI

In the age of AI, marketing is evolving from traditional strategies to dynamic, data-driven ecosystems. Aditi Sinha outlines ten key principles for CMOs, emphasizing AI-powered simulations, brand voice training, prompt engineering, and cultural relevance as essential tools for future-ready marketing leadership. [Source: Forbes]

10. Clicks or Connections? How to crack the MarTech balancing code

Indian brands are increasingly leveraging MarTech tools like AI and personalization to boost engagement, but many still prioritize short-term conversions over long-term customer loyalty. Experts argue that while the technology is effective, true brand advocacy depends on trust, value, and a cultural shift in marketing strategies toward sustained relationships. [Source: Exchange4Media]

July 18, 2025
Weekend Digital Media Round-Up: How AI-Generated Voice Will Transform The Advertising Sector, Why We Need Neuro-Symbolic AI How AI changed media moderation from human to machine & More….

1.How AI-Generated Voice Will Transform The Advertising Sector

AI-generated voice technology is revolutionizing advertising by enhancing storytelling, improving production efficiency, and enabling personalized, localized content. Brands can now create high-quality, emotive audio content quickly and affordably, while maintaining consistency across various platforms. Ethical and legal considerations are crucial as this technology continues to evolve. [Source: Forbes]

2. Why We Need Neuro-Symbolic AI

Neuro-symbolic AI combines neural networks’ pattern recognition with symbolic AI’s contextual reasoning, enhancing AI’s ability to understand and interpret complex data. This approach is particularly beneficial for specialized fields like B2B marketing, corporate law, and healthcare, where precision and context are crucial. [Source: Forbes]

3. How AI changed media moderation from human to machine

AI has revolutionized content moderation, shifting from human-led to machine-led processes. Platforms like Meta and X now rely on algorithmic AI solutions, balancing free speech with user safety while minimizing misinformation and harmful content. [Source: The Drum]

4. YouTube Expands Access to Communities, Adds New CTV Viewing Insights

YouTube is expanding its “Communities” tab to more channels, enhancing interaction between creators and fans. Additionally, YouTube is improving visibility of Connected TV viewership data to help creators better understand their audience. [Source: Social Meida Today]

5. How emotionally intelligent AI cranks up CX potential

AI’s evolution towards emotional intelligence is transforming customer experience (CX) by enabling more personalized and empathetic interactions. No-code platforms are making it easier for businesses to implement these advanced AI systems, leading to improved productivity and deeper customer connections. The future of CX looks promising with emotionally intelligent AI driving better customer satisfaction and relationship-building opportunities. [Source: Techradar]

6. How Social Media Is Driving E-Commerce (And How Brands Can Capitalize)

Social media is revolutionizing e-commerce by enhancing product discovery, enabling viral marketing, and providing seamless shopping experiences. Brands can capitalize on these trends by creating engaging content, leveraging influencers, and utilizing social commerce features. [Source: Forbes]

7. B2B marketers double down on AI and social media in 2025

US B2B marketers are set to increase their investment in AI tools and social media advertising in 2025, with 60% planning to boost spending in these areas. This trend highlights the importance of advanced analytics and direct audience engagement. Additionally, the use of generative AI at work is expected to rise significantly this year. [Source: Emarketer]

8. Advertisers latch on to rural demand, quick commerce disruption

India’s advertising industry surpassed ₹1 trillion in 2024, with digital media leading the growth at 21.1%. FMCG remains the dominant segment, while rural demand and quick commerce are reshaping advertising strategies. Traditional media like TV and print are seeing a decline in their share. [Source: Live Mint]

9. What marketers can expect as CTV and retail media converge in 2025

Amazon’s Brand+ uses AI to enhance CTV and online video ads by integrating shopping, browsing, and streaming data, aiming for more precise marketing. This shift indicates a significant move towards data-driven advertising, with CTV ad spending expected to surpass traditional TV by 2028. [Source: Marketing Dive]

10. Beyond automation: How programmatic advertising drives innovation in marketing

Programmatic advertising has evolved from simple automation to a strategic tool that leverages AI and big data for highly personalized and effective marketing. It allows for real-time adaptation and precision targeting, making ads more relevant to individual users’ behaviors and interests. This innovation is driving significant changes in marketing strategies, enhancing both efficiency and ROI. [Source: AZ Big Media]

February 7, 2025
Advanced Techniques in Programmatic Advertising for 2024

As technology advances and consumer behaviours shift, the landscape of programmatic advertising continues to evolve. Marketers are increasingly directing substantial portions of their media budgets—up to 50%—toward programmatic methods. This shift reflects a broader trend that’s set to propel programmatic advertising to over $300 billion by 2026, according to Statista. As we delve into the latest techniques, it’s clear that innovations in automation, data analytics, and targeting are reshaping how businesses approach their advertising strategies, making it essential for marketers to stay ahead of these developments.

AI-Driven Optimization: Maximizing Efficiency and Performance

Artificial intelligence (AI) is revolutionizing programmatic advertising by enabling real-time optimization of bids and targeting. With AI-powered predictive analytics, marketers can dynamically adjust campaigns based on user behavior, historical performance, and even external factors like market trends. This not only improves the efficiency of ad spend but also ensures that ads are served to the most relevant audiences at the right time.

For example, a B2B tech company can use AI to target decision-makers in specific industries by analyzing their online behavior and engagement patterns. If the AI detects that a potential customer is researching similar products or services, it can automatically increase bids to ensure the ad is displayed prominently. This level of precision helps businesses maximize their ROI and drive higher conversion rates.

Contextual Targeting: Adapting to the Cookieless Future

As third-party cookies continue to phase out, contextual targeting is becoming a crucial strategy for reaching the right audience. Unlike traditional keyword targeting, contextual targeting aligns ads with the content on a webpage, ensuring relevance without relying on user data. This approach not only respects privacy but also enhances user experience by serving ads that complement the content they are already consuming.

For instance, a B2B marketing agency might place ads for its services on articles about digital transformation, ensuring that the ad appears in a context that resonates with potential clients. This strategy can increase engagement and brand awareness while maintaining compliance with privacy regulations.

Cross-Device Attribution: Understanding the Full Customer Journey

In today’s multi-device world, understanding the customer journey requires a holistic approach. Cross-device attribution allows marketers to track user interactions across different devices, providing a comprehensive view of how customers move through the sales funnel. This insight is critical for optimizing ad spend and tailoring messaging to different touchpoints.

Consider a B2B software company targeting executives who browse content on their smartphones but finalize purchases on desktop computers. Cross-device attribution enables the company to attribute conversions accurately, ensuring that marketing efforts are optimized across all devices. This not only improves targeting but also helps in allocating budgets more effectively.

First-Party Data: Building Trust and Personalization

With the decline of third-party data, first-party data has become a goldmine for marketers. By collecting data directly from customers, businesses can create more accurate audience segments and deliver personalized ad experiences. This data is often more reliable and privacy-compliant, as it is gathered with user consent.

For example, a B2B financial services provider can use first-party data from its email subscribers to create targeted campaigns. By analyzing past interactions and preferences, the provider can deliver personalized content that resonates with each segment, ultimately driving higher engagement and conversions.

Programmatic CTV and Audio: Expanding Reach on Diverse Platforms

As consumers continue to embrace connected TV (CTV) and audio streaming, programmatic advertising is expanding into these channels. Programmatic CTV and audio offer new opportunities to reach audiences on platforms like Hulu, Spotify, and podcasts, allowing businesses to diversify their media mix and engage users in new ways.

For instance, a B2B cybersecurity firm can run targeted ads on CTV platforms that reach IT decision-makers during their favorite shows or podcasts. This approach not only broadens the firm’s reach but also taps into the growing trend of consumers spending more time on non-traditional media channels.

Privacy-Focused Targeting: Navigating Data Regulations

With data privacy regulations like GDPR and CCPA reshaping the digital landscape, marketers must prioritize privacy-first practices in their programmatic strategies. Privacy-focused targeting methods, such as unified ID 2.0 and contextual targeting, help businesses comply with regulations while still delivering effective ads.

Unified ID 2.0, for example, allows marketers to target users across the web without relying on third-party cookies, providing a privacy-conscious solution that aligns with modern data standards. By adopting such technologies, businesses can maintain consumer trust and avoid potential regulatory pitfalls.

Advanced Audience Segmentation: Delivering Hyper-Targeted Campaigns

Audience segmentation has always been a cornerstone of effective advertising, but in 2024, it’s about to get even more sophisticated. By leveraging data on demographics, interests, behavior, and purchase intent, marketers can create highly detailed audience segments that allow for hyper-targeted campaigns.

For example, a B2B SaaS company can segment its audience based on industry, company size, and role within the organization. By tailoring messaging to each segment, the company can deliver more relevant ads that speak directly to the needs and pain points of its target customers. This level of personalization can significantly boost engagement and conversion rates.

Conclusion

Looking ahead, programmatic advertising is poised to advance even further, driven by innovations that promise to redefine digital marketing. With the integration of AI-powered optimization, enhanced contextual targeting, and sophisticated cross-device attribution, B2B marketers will have the tools to navigate the complexities of the digital landscape with greater precision. Embracing first-party data, programmatic CTV and audio, and privacy-centric approaches will not only bolster campaign effectiveness but also position businesses to capitalize on emerging opportunities.

November 5, 2024
What is CoMMeT and Its Benefits?

Programmatic advertising offers brands unparalleled benefits, including precise targeting, efficient ad placements, and data-driven optimization.

However, the proliferation of programmatic channels – ranging from Standard Display, Youtube, OTT and digital out-of-home (DOOH) to connected TVs (CTVs) and native ads – introduces complexities in campaign management. Let’s take a deeper look at these complexities and explore how CoMMeT can help-

The Many Challenges of Managing Programmatic Advertising

When it comes to programmatic advertising, especially when a brand a leveraging multiple platforms, some of the most common challenges they face are-

●       Accurately Tracking Performance Metrics

Tracking performance metrics accurately across channels requires sophisticated analytics tools and integrations, often leading to data silos and discrepancies.

●       Ensuring Consistency

Each channel has its own audience demographics, content formats, and engagement mechanisms. This makes it challenging for the brands to ensure consistency in messaging and brand image.

●       Bid Strategy and Budget Optimization

The dynamic nature of programmatic advertising auctions demands constant monitoring and adjustment to get the most from ad investments.

Programmatic Advertising Simplified with CoMMeT

CoMMeT (Connfluence of Media, Measurement & Technology) is an innovative solution for programmatic marketing as it helps streamline and automate the complex media buying process. It leverages LS Digital’s proprietary marketing tools along with third-party resources, AI advancements, ad technology APIs, and advanced measurement techniques to deliver data-driven insights.

CoMMeT empowers marketers with real-time optimization capabilities, enabling them to adjust allocations and strategies based on advanced insights and performance metrics across programmatic channels. Through automation, it helps free up valuable time and resources for marketers so that they can better focus on strategic initiatives and creative endeavours.

What Can CoMMeT Do?

Here are some of the highlights of CoMMet and its vast capabilities-

●       Programmatic Advertising Centralized

CoMMeT centralizes all the various programmatic channels, allowing brands to deploy campaigns across channels, including pDOOH, CTV, Youtube, Standard Display, Native, OTT buys , audio, and more.

With the help of this centralized system and its detailed data visualization capabilities, marketers can derive holistic insights into their campaigns and make informed decisions.

●       Improved Campaign Management

The combination of AI and technology makes CoMMeT a one-stop solution for managing all the critical aspects of programmatic advertising, including media buying, creative optimization, and measurement.

With media consolidation across platforms, it makes it easier for marketers and brands to understand the impact of branding on performance.

●       Expanding Reach and Boosting Efficiency

By centralizing programmatic advertising and streamlining campaign management, CoMMeT also helps enhance audience reach and marketing efficiency. With real-time reporting, marketers can make timely, data-driven decisions to ensure they reach the right audience at the right time.

The solution also generates real-time reports of audience reach, frequency analysis, and campaign performance to prevent deduplication of reach, minimize redundancy, and maximize the impact of marketing efforts.

CoMMeT: Redefining Programmatic Advertising

While programmatic advertising offers numerous benefits, brands should prioritize optimizing their management process to unlock greater efficiency.

By combining LS Digital’s proprietary tools and advanced technologies like AI, CoMMeT can help marketers leverage a multi-channel programmatic advertising strategy. Brands can harness the power of CoMMet to streamline programmatic campaign management, maximize ROI, and achieve their marketing objectives with greater efficiency and effectiveness.

April 24, 2024
5 Programmatic Advertising Trend You Cannot Ignore in 2022

The ability to streamline ad purchases and offer audiences at scale has made programmatic a go-to digital advertising solution. While programmatic advertising is hailed across the world, Indian marketers are more heavily invested than their peers.

According to an ExchangeWire report, only 2% of the advertisers are not using programmatic advertising in India compared to 33% in Japan, 9% in Australia, and 6% in Indonesia. But just like other advertising channels, knowing the latest programmatic trends is the first step to making it work for your business.

Here are the top 5 programmatic advertising trends that advertisers and digital marketers should not ignore in 2022-

1. CTV Advertising

CTV or Connected TV advertising ruled the roost in 2021. A report suggests that between 2020 and 2021, CTV viewing increased by 31% in India. The digital transformation in the country coupled with viewers steadily switching to CTV and OTTs from conventional linear TV encouraged advertisers to add CTV to their programmatic marketing mix.

Advertisers can tap into the vast potential of CTV advertising to make the most of their marketing budget in 2022.

2. Omnichannel Marketing

India has one of the fastest-growing electronic devices markets. The sales volume for smartphones, tablets, and smartwatches has been consistently rising throughout the country. With the help of an omnichannel programmatic ads strategy, advertisers can target such devices.

One of the biggest advantages of programmatic advertising in this regard is its ability to customize the ad offerings for each device for higher engagement.

3. Reducing the Reliance on Cookies

Since the introduction of programmatic advertising in digital marketing, cookies have played a critical role. While Google has delayed the phasing out of 3^rd party cookies to 2023, advertisers should start working on a transition strategy for the cookieless future from 2022.

Rather than expecting a silver bullet, 2022 can be the time for advertisers to search for identification alternatives that can help them generate revenue from online advertising.

4. Contextual Advertising

Cookies encouraged advertisers to look past contextual targeting and focus more on behavioural targeting as it enabled advertisers to collect user information without their agreement.

With India all set to introduce its own set of GDPR-like data protection laws, contextual advertising might be one of the biggest digital advertising trends in 2022. In contextual advertising, cookies are not required as it does not target individual users.

5. Mobile Gaming Advertisement

According to a report, there are around 430 million mobile gamers in India, which is expected to surpass 650 million by 2025. Using programmatic ads on mobile gaming apps could be an effective strategy for advertisers in 2022 and beyond.

As programmatic advertising solutions allow advertisers to reach the right audience in the right place and at the right time, using the advertising channel to reach the target audience through mobile gaming apps could deliver impressive ROI.

Making the Most of Programmatic Advertising in 2022

With 2022 around the corner, it is an excellent opportunity for advertisers and marketing agencies to start working on their programmatic advertising strategy for the new year. Adopting the top trends or taking inspiration from them to create a personalized programmatic strategy can effectively reach the target audience and improve ROI.

The assistance of a reputed digital marketing company could help improve the effectiveness of your ad campaigns and unlock the hidden potential to take them to the next level.

January 4, 2022
The Time to Embrace Programmatic DOOH is Right Now

According to a study by Markets and Markets, the global DOOH (Digital Out-of-Home) advertising market is expected to surpass $26.21 billion by 2023. But the COVID-19 lockdowns imposed in most countries significantly damaged the growth trajectory of this outdoor advertising channel.

With people forced to remain indoors, brands preferred spending on mobile and desktop ads while OOH advertising took a backseat. But as outdoor life is now resuming, 2021 could be the year when you finally start embracing this effective advertising channel. Here are some of the top reasons why brands should add programmatic DOOH to their marketing mix-

1. The End of 3rd Party Behavioural Targeting

With Google planning to end 3rd party cookies by 2022, profile building and behavioural targeting are expected to become more challenging for digital marketers. It is only a matter of time that marketers would be required to look for alternatives to engage the audience.

While OOH has been one of the oldest forms of marketing, the combination of technological advancements that programmatic digital offers make them more effective. According to a report on Financial Express, the number of smart digital billboards in India is rising too.

As the DOOH inventory will increase, it will be easier for the brands to reach their target audience out of their homes.

2. Time to Build Trust

Brand loyalty took a beating since the pandemic began across the world. Consumer behaviours changed as most people struggled with falling incomes. Rather than spending on travel, apparel, and footwear, Indians focused on purchasing the essentials such as household supplies and groceries. In the process, they often had to switch to brands offering more value-for-money options.

According to a study by Nielsen, OOH is also one of the most effective ways for brands to build trust.

If improved brand awareness and loyalty are your marketing goals for the remaining part of 2021 and beyond, programmatic DOOH deserves a prime spot in your marketing plan.

3. DOOH Encourages Online Action

Another study by Nielsen highlights the effectiveness of DOOH ads in encouraging consumers to take online action. For instance, offline ads can encourage people to search for the brand or product online. Moreover, personalization and contextual relevance are also getting increasingly important for marketers, especially when it comes to hyperlocal marketing.

Programmatic DOOH ads, with their dynamic creatives that can be triggered based on traffic, weather, inventory, etc., effectively fulfil these requirements to make your OOH ads more effective.

Programmatic DOOH to Boost Your Marketing Strategy in the Post-COVID World

With programmatic DOOH set for exponential growth in India, now is the right time for brands to embrace this innovative form of marketing to reach more people, build trust, and improve brand awareness. As the pandemic has significantly changed consumer behaviour, this can be the right time to embrace this technology to comply with the changing trends.

As an early bird, you have the opportunity to influence the whole DOOH landscape in the country. Get in touch with a reputed digital marketing agency to know more about programmatic DOOH and how it can take your business to the next level.

May 13, 2021
Programmatic Advertising in 2021: 3 Trends to Watch Out For

If there was one advertising trend that continues to keep online marketers on their toes, it definitely has to be programmatic advertising. The ability of this ad-tech to streamline the entire process of buying ads while also delivering target audience at scale in a timely manner makes it a beloved choice of savvy digital marketers.

But while this ad technology is making waves across the world, its growth has been somewhat muted in India, especially compared to countries like the USA, China, and the UK. According to a Statista report on top countries with the highest programmatic ad spend in 2020, India stands at the 15th spot with $304 million. The USA tops the chart with $78,943 million.

As marketers in India are now warming up to the concept of programmatic advertising and how it works, 2021 can be a great year to add this technology to your marketing arsenal. To make things easier, here is a list of top 3 trends that you should watch out for to make it big with programmatic advertising in 2021-

1. The 3PC Annihilation in 2022

Google has made it clear that 3rd party cookies (3PC) will be phased out on Chrome in 2022. This move by Google clearly suggests its focus on providing more control to the users and ensuring utmost transparency. As these cookies were a vital ingredient for effective programmatic advertising, marketers should start working on their post-3PC strategy in 2021.

In other words, 2021 can be the year when you start searching for an efficient and effective alternative solution to interpret consumer behaviour online. Contextual targeting and encouraging website visitors to create accounts on your website are some practical solutions.

2. Go Big on AI

AI or Artificial Intelligence already plays a critical role in programmatic advertising. Apart from making the whole advertising process more effective, AI paves the path for marketers to better understand the consumers. For instance, it can be used for mapping customer journeys, selecting the ideal course of action, and improving the overall planning and strategy.

Marketers can also use AI for creating buyer personas that are similar to the target customers of the brand. This can also help ensure that the ad message is customized and spot-on. In 2021, look for ways to add AI to your marketing mix to make the best use of programmatic advertising.

3. Audio Programmatic on the Rise

Podcasts and audiobooks are gaining vast popularity among the Indian youth. According to a report on Mint, there are more than 40 million podcast listeners in India in 2020, a significant 60% rise from 2019. With programmatic advertising, brands and marketers can also find ad spaces for creating targeted audio ads.

With brands and platforms such as Gaana, JioSaavn, and Apple betting big on podcasts in India, 2021 can be an excellent time for digital marketers to use audio programmatic ads.

2021: The Year to Go Programmatic

Taking advantage of any digital advertising trend, especially when it is as technologically-driven as programmatic advertisements, makes it necessary for marketers and brands to understand its functioning thoroughly. If this is the first time you’re planning to add programmatic ads to your digital strategy, it’d be wise to learn more about the technology and start small.

The trends discussed in this post can be used in any programmatic strategy, no matter how complex or straightforward your advertising strategy is. As programmatic advertising is only expected to gain more prominence in the future, 2021 can be an excellent year to jump the bandwagon and experience the valuable benefits this innovative technology has to offer.

February 16, 2021
Programmatic Advertising: Top Trends That Can Shape 2021

While programmatic advertising has been around for a long time, it is only in the last few years that the whole media landscape has realized its value. According to a Research and Markets report, the global market for programmatic advertising is expected to reach $33.7 billion by 2027, growing at a CAGR of 30.7% from its current market size of $5.2 billion.

With time, programmatic advertising is expected to become the mainstay in the global digital media industry. An advertising technology, as critical as programmatic advertising thus, deserves special attention in the coming year.

Take a look at some of the top trends that can shape programmatic advertising in 2021-

1. Emergence of AI

As marketers now better understand the relationship between campaign optimization, targeting, audience selection, and measurement, the strategies to manage the audience are progressively maturing. The rising need to uncover insights into this relationship will make Artificial Intelligence (AI) vital in the following year.

AI’s ability to discover patterns in large amounts of data will encourage the marketers to adopt AI-based programmatic advertising as it becomes a necessity to remain competitive and effectively reach the right audience with the right message.

2. Programmatic DOOH for Offline Audience Identification

Digital Out Of Home or DOOH advertising has witnessed steady growth in the last few years, especially in the US and Europe. According to a Statista report, from its current size of $7.47 billion, it is expected to reach a market size of $15.9 billion by 2027. At this rate, the amalgamation of DOOH and programmatic advertising is unavoidable.

For the longest time, marketers have struggled to find practical solutions to bridge the last mile gap of the customer journey, like between online and offline, or home and store. DOOH can be combined with smartphones’ location data so that targeted advertisements reach the desired audience even in the offline world.

3. OTT Advertising to the Fore

While the 2020 pandemic has negatively impacted almost every industry, OTT is one of the few exceptions. Most popular OTT platforms have witnessed a significant surge in the number of paid customers as lockdowns forced consumers to stay indoors. This growth is crucial as developing countries such as India have become the top OTT markets.

In fact, according to a PwC report, India is now the world’s fastest-growing OTT market. Another report by research firm TAM posted on ET BrandEquity suggests that volumes of OTT advertisements on TV grew by 31% in Q1 of 2020 in India. As on-demand content will continue to grow in popularity, OTT advertising spends can witness an upswing in 2021.

Programmatic Advertising in 2021: Lots of Changes, Plenty of Opportunities

The consumption habits change with every passing decade. But the decade worth of change is made possible with the help of several small trends and revolutions introduced every year. 2021 is expected to be no different.

If you’re looking for ways to take advantage of programmatic advertising in 2021, these are some of the trends you should watch out for.

December 11, 2020
How is Programmatic Advertising Set to Rule Digital Marketing Landscape in the Post-COVID World?
According to a study by eMarketer, digital display advertisers in the US alone would spend more than $80 billion on programmatic advertising.

In fact, this automatic ad buying and selling niche has demonstrated robust growth since its inception around the early 2000s. If experts are to be believed, the entire digital marketing landscape will rely on programmatic media buying platforms in the near future.

But with businesses suffering financial setbacks due to COVID-19, it is expected that digital ad spending too can fall significantly due to the squeezed marketing budgets. But marketing experts are of the opinion that the cost-efficiency of programmatic advertising platforms can help businesses get maximum value for their smaller marketing budgets in the post-COVID world. Take a look-
1. Improved Ad Targeting
One of the USPs of programmatic advertising is its ability to reach the right audience.

Their algorithmic software uses a significant amount of data so that the guesswork that is generally involved with traditional marketing methods is effectively eliminated. Right from geographic locations, interests, age, to even browsing behaviour, businesses can target different demographics to efficiently reach their target audience.

Digital channels have already proven their worth during the pandemic, and it only makes sense for businesses to not only just use online marketing platforms but use them in a way to reach maximum potential customers. Programmatic advertising makes this a possibility.
1. Build an Omnichannel Marketing Approach
Another reason why programmatic advertising is set to rule in the post-COVID world is its omnichannel marketing approach.

As people spend more time on channels like the desktop, smartphones, and even TV is consistently rising, programmatic ads provide businesses with the opportunity to reach the target audience across these channels.

Ad publishers can also use this to get excellent insights into the devices providing maximum results so that their future campaigns can give special consideration to these channels. Overall, this could help businesses build more effective omnichannel marketing campaigns.
1. Better ROI
Needless to say, getting maximum value from a limited budget would require your marketing campaign to be highly effective.

A survey by AdRoll suggests that 80% of marketers believe that programmatic buying offers higher returns on investment when compared to traditional media buying formats. Moreover, 30% of them also agreed that more than 50% of their budget is now spent on programmatic initiatives.

This alone is a reason enough for businesses to focus more on programmatic media in the post-COVID world when financial recovery would be the top priority.

Boost Your Digital Marketing Initiatives with Programmatic Advertising

The COVID-19 pandemic was an unexpected setback that dealt a big jolt to businesses across the world. In the post-COVID world, programmatic advertising is only expected to get more popular. Its ability to reach the target audience, omnichannel approach and higher ROI are some of the top reasons that make it a go-to option for businesses focused on financial recovery.

Businesses can work with reputed digital marketing companies to ensure that their programmatic advertising initiatives deliver expected results.
August 20, 2020

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