Behind the Scenes of Programmatic I/O: Unveiling Learnings and Insights
We’re in Las Vegas at AdExchanger’s Programmatic I/O this week. The event brings advertisers, technology providers, and industry professionals together for three days to discuss the hottest topics in AdTech. Come learn what’s being discussed at one of the industry’s largest events.
THE CURRENT LANDSCAPE OF CONNECTED TV ADVERTISING
Connected TV (CTV) advertising has undoubtedly been a hot topic at Programmatic I/O, generating significant buzz and attention. In several sessions, industry experts and thought leaders have delved into the efficiency and accessibility offered by CTV today.
The efficiency of CTV advertising lies in its ability to reach highly targeted audiences in streaming placements with precision and accuracy. With the growing popularity of streaming platforms and internet-connected smart TVs, advertisers can leverage CTV to deliver personalized ads directly to viewers’ screens. This level of precision targeting ensures ads are served to the right audience, maximizing the efficiency of advertising budgets and minimizing wasted impressions.
Additionally, the accessibility of CTV advertising has been a key point of discussion. Unlike traditional TV advertising, which often requires large investments and limited reach, CTV offers a more accessible avenue for advertisers of all sizes. The programmatic infrastructure enables advertisers to easily access CTV inventory through demand-side platforms (DSPs) and reach audiences across various streaming services and apps.
THE NEED TO ADAPT TO PRIVACY & IDENTITY REGULATIONS
Another topic of discussion at Programmatic I/O has focused on the privacy and identity landscape. With increasing concerns about data privacy and the protection of personal data and information, governments and regulatory bodies worldwide are implementing stringent regulations to ensure transparency and safeguard user privacy. For advertisers, it’s become paramount to adapt to these changing privacy and identity regulations.
In an era where data breaches and privacy scandals make headlines, consumers have become more conscious of their privacy rights. They expect businesses to handle their personal information responsibly and respect their privacy choices. Adapting to privacy and identity regulations is not only essential for businesses to keep earning the trust of consumers, but also for advertisers to remain compliant. And much of that responsibility lies in partnering with advertising platforms that operate with transparency as a core value of what they do.
THE RISE IN PROGRAMMATIC EFFICIENCY & EFFECTIVENESS
A final hot topic at Programmatic I/O has placed an emphasis on the effectiveness and efficiency of advertising. Programmatic advertising has become a powerful tool for reaching target audiences with precision and scale. As advertisers strive to maximize their return on investment, there has been a noticeable shift in focus toward their effectiveness and efficiency within programmatic advertising.
In the past, programmatic advertising was often seen as a means to increase brand awareness and reach. However, marketers are now demanding more tangible results and are shifting their attention toward measurable outcomes.
The desire for effectiveness and efficiency stems from the need to demonstrate the value and impact of programmatic campaigns in terms of conversions, sales, and other key performance indicators.
Over the years, programmatic advertising has evolved to offer advanced automation and optimization capabilities. Advertisers can now automate various aspects of their campaigns, including ad placements, bidding strategies, and budget allocation. In summary, programmatic allows you to optimize with transparency–seeing valuable metrics in real-time that help drive performance in efficiency and effectiveness.
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