2015 programmed Advertising 5 major trends will dominate the future headlines

"This year, programmatic advertising will no longer be a niche industry (a small market segment) and will be an available choice for marketers in setting digital advertising targets," Infectiousmedia CEO and co-founder Martin Kelly predicted. ”

The following 5 major trends will dominate the headlines over the next 1 years:

1. Brand Gain more control

And brands do not want to buy their own TV ads, they do not want to do their own programmatic purchase. What they want, however, is to apply advertising technology and data to their marketing campaigns with a voice. The growth of brand demand for control means we will see more brands start owning their own programmatic technology. The company is willing to work with a series of programmatic platforms, and for these brands, the programmatic platform will prove to be the most attractive partner.

2. Progress on issues such as fraud and visualization

The industry as a whole knows that fraud and visualization are the most important issues at the moment, and this is a common phenomenon that can be improved by acknowledging these problems. In 15, we will see more norms and standards for these issues, and also anticipate the risks, as these problems will cause advertisers to lose confidence and lead to a slowdown in industry growth. Many industry institutions such as IAB and ISBA are bound to make noises on these issues.

3. Offline and online assessments are combined

For online marketing, linking the internet world with the physical world has always been the goal of digital marketers. In 2015, marketers will have the opportunity to integrate online and offline assessments organically. Credit cards and membership card companies will provide online store and product purchase level transaction data, as a basis for on-line advertising evaluation for the data analysis companies such as Datalogix and Dunnhumby (recently acquired by Oracle).

4. Cross-equipment reality

Dependency statistics and probabilistic prediction of cross equipment positioning is gradually outdated. This year we can expect new big moves from Google and Facebook to provide user data across devices for buying and evaluating online ads.

Both advertisers and DSP are preparing to create a powerful cross device ad stack by assigning a unique user ID instead of using cookies as a way to track user methods across devices. For brands, this is proving to be a more attractive approach. These products will undoubtedly bind other tools when they enter the market, and it is interesting to see how they operate and the antitrust disputes that may be brought about.

5. Mobile Program Purchase

According to IAB, in 2014, more than 30% of all programmed-purchase advertising spending was spent on the mobile side, but data showed that much of the spending was driven by app downloads. As the cross device orientation becomes a reality, the mobile programming market will continue to grow, and its drive has shifted to rely on the non mobile advertisers for the new media channel confidence.

A series of recent changes have shown that programmed development has passed its teenage years and is gradually maturing, but this process is accompanied by a number of problems. In the new year, with the advent of key technologies and new standards, we will see programmatic advertising flourish in a new era, and advertisers will rely more on programmatic advertising.