Trends and Prognoses

Given the ongoing geopolitical and economic uncertainties as well as technological and cultural changes, which trends will continue in 2023 and what new trends will emerge? Here is a summary of reports from Dentsu and other sources.

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Attribution & Analytics Accelerator 2022

The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

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What is DSP in Programmatic Advertising?

Programmatic advertising is all about using technology to streamline the ad buying process. With AI-based algorithms doing the legwork for them, advertisers can be sure they’re launching more efficient, targeted and relevant campaigns for their audiences.   Read more »

NYCU: The Future of Programmatic Advertising

Findings from a Google commissioned study of marketers and advertising professionals show how they think about programmatic advertising, in light of changes in access to third-party cookies and shifts in consumer privacy preferences.   Read more »

The Process of Making Digital Ads Is Gradually Starting to Become More ‘Programmatic’ via WSJ

Some marketers are pushing out thousands of custom creative messages for single campaigns.

Could the concept of “programmatic creative” finally be having a moment? While billions have been invested over the past decade or so in startups touting software that promises to deliver the right ad to the right person at the right time, it’s fair to say that the majority of that investment in so-called “programmatic” advertising has focused on ad buying and targeting–and less on the actual making of ads.

The way these firms operate varies, but their promises are similar. Instead of just helping marketers target a digital ad to a person at the right moment, they provide software and tools that allow for custom ads to be built in real time.

Creating ads, even digital ones, is still primarily the domain of people.

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