Content Studio

The programmatic advertising landscape has evolved significantly since its inception, introducing new complexities and challenges for both buyers and sellers.

It’s no secret that there are a lot of people watching connected TV (CTV) these days. And where the audiences go, advertisers follow.

The big promise of programmatic is expanded reach. But we all know the reality is a lot more complicated.

Advertisers see the value in AI. Still, there’s plenty of potential that remains untapped when it comes to developing creative.

In today’s evolving digital landscape, the absence of third-party cookies presents new opportunities, and harnessing AI has become indispensable for marketers striving to maximize their budget and performance.

Imagine you’re deep into streaming game five of the NBA playoffs. After enduring the same car commercial countless times, frustration sets in: “Not that truck ad again. I’m not in the market for a car, but even if I were, I’d never buy this now because they practically ruined the game for me.”

The advertising industry’s shift from last-click attribution to multi-touch attribution (MTA) initially promised a deeper understanding of marketing effectiveness. However, limitations like signal loss and the ineffectiveness of non-clickable media like TV have emerged.

Remember that car you had in college? You took it everywhere and used it for everything. You loved it. Sadly, you eventually outgrew it. You needed more room, some basic safety features, and it had a faulty transmission that wasn’t worth replacing.

Things are moving (pardon the pun) FAST in CTV programmatic. Total spend topped $21 billion in 2023, representing roughly 4x growth over the last five years. But if we want to ensure those ad dollars translate into outcomes, we collectively need to slow down and make time to proactively attack fraud and transparency concerns before they get worse.

The expected shift away from third-party cookies might have slid from 2024 into 2025. But the shift is reshaping the marketing and advertising industry in ways that matter today. The need for organizations to prioritize addressability has never been greater. Yet many marketers are still struggling with precisely how to rework their data strategies to be sustainable for the long haul.