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Ad tech players are fighting to be seen as a worthy alternative to the Walled Gardens of Google and Facebook - a trend that looks set to continue to spur on more innovation across the programmatic media landscape.
Those who can convince brands that they are a viable alternative to the duopoly, will profit. He said to expect a dozen new foreign companies to enter the market but to also expect more well known ad tech bitcoin market cap prediction mitt to retreat back to a regional support model only.
Earlier this month we saw staff at retargeting business AdRoll's Australia office slashed, comScore made several redundancies as it zones in other more profitable areas instead of Down Under, and industry murmurings suggest more closures and job cuts are around bitcoin market cap prediction mitt corner. I say bitcoin market cap prediction mitt word unfortunately because this does effect people's lives.
There are many of my work colleagues that bitcoin market cap prediction mitt been affected by these changes and my thoughts go out to each one of them. Bitcoin market cap prediction mitt, this means that the positive news of is that competition is forcing the best players to come forward.
Real questions are being asked about media quality and the return on programmatic campaigns. The acquisitions mentioned above pave the way for a leaner industry, the education of the wider market on ad tech seems to have improved and while talent has thinned, it remains strong. Is the ad tech funding crash a big deal?
Despite the end of year rounding out with a somewhat melancholy vibe and sense of nervous anticipation as to what lies ahead, particularly some argue for those ad tech companies offering more of a service as opposed to a tech product, the sense of passion from those who work in the space cannot be denied.
The willingness to educate one another — be that at an increasing amount of company-hosted educational events — or via industry meetups ; has never been stronger. In addition, the sense of pride that many feel working in such an innovative and fast-moving space does not appear to have been dampened — and can quickly be observed at any of the industry gatherings.
This year aside, it's now time to look ahead to and see what some of the bright and varied minds from ad tech firmly believe is just around the corner. Forrester senior analyst Xiaofeng Wang: Marketers will continue to increase investment in ad tech and martech to be more result-driven and customer-centric.
Therefore, the ad tech ecosystem will continue to consolidate. The expected entry of Amazon in Australia will change the ad tech ecosystem. It will become an important resource for online consumer shopping, and bitcoin market cap prediction mitt both challenge traditional search marketing strategies and take media-buying share from digital ad incumbents like Google and Facebook.
MCN chief technology and systems operations officer Angela Goodsir: The convergence of martech and ad tech will once again be a bitcoin market cap prediction mitt focus for the media and marketing industry inwith an bitcoin market cap prediction mitt of media owners and agencies beginning to amalgamate legacy and new ad technologies across advertising platforms.
Cloud enablement for broadcast networks will also transform workflows to more intelligently and intuitively increase connectivity across platforms. Additionally, there will be a boost in programmatic as we leverage data and analytics to transform decision bitcoin market cap prediction mitt and drive business value outcomes.
Gumtree Australia head of advertising and partnerships Laura Hill: Market expectations on transparency and brand safety will continue as the programmatic ecosystem rebuilds advertiser trust following the challenges in early The industry adoption of initiatives like ads.
Artificial Intelligence and Machine Learning will continue to be prolific in ad tech pitches, headlines and conference agendas. To move beyond ML hype, marketers, publishers and agencies should look for tech partners that have a proven track record in helping customers solve end-to-end solutions - from media decisioning, to optimisation bitcoin market cap prediction mitt cloud based data strategies.
Nine commercial director of digital sales Pippa Leary: What excites me the most about the next 12 months is that we are rapidly moving into a world where we will be a able to give marketers precision one-to-one targeting at scale on the biggest screen in the living room their TV set. Inthe focus of the ad tech market will be on capitalising on this shift through true addressable television and delivering a vastly improved experience for both consumer bitcoin market cap prediction mitt brand through providing contextually relevant advertising in a brand safe environment.
We need to rethink the employee experience to get the most out of the technology, and to amplify human potential. The attention economy challenges every marketer to adopt technologies like data collaboration and artificial intelligence AI to deliver the personalised, relevant experience customers demand.
Savvy marketers no longer accept the pushing of irrelevant messages to customers, so in we will see more brands sharing data responsibly, in partnership, to gain a deeper understanding of the customer. AI interpreting structured and unstructured data will free marketing teams to focus on delivering scaled, personalised 1: The only constant for marketers is the need to place the customer at the heart of everything they do.
GroupM head of operations and technology Timothy Whitfield: Ad tech will continue to evolve in with even more large scale purchased from the martech sector.
Meanwhile, the fin tech giants will slowly rumble from their slumber and use the technologies like bitcoin to bridge the gap into the marketing industry. How do we ground the data dreams and make the ever increasing possibilities a reality that delivers results to brands? Bitcoin market cap prediction mitt focus now needs to be on collaboration between the brand and all the specialist expertise available to them via bitcoin market cap prediction mitt agencies and partners to create long-term, client specific data strategies, delivered across all screens with smart, relevant creative executions.
InI imagine there will continue to be debate around transparency. On a related note, broad adoption of ads. Expect exploratory talk around applying the technology for verification, the forward market, data privacy, and content payments.
Finally — reports of the death of media agencies have been greatly exaggerated. Agencies will stay relevant, and they have the opportunity to bitcoin market cap prediction mitt integral to the programmatic supply chain. The smart ones will use to customise their offerings to add greater value to clients.
These will all help move the industry measure more and optimise better. For the first time in digital, we are also going to have a cap on supply. Once everyone is measuring their media quality they will certainly start to demand better media quality. Eventually, advertisers will simply stop buying the non-viewable, fraudulent or high-risk inventory, but demand for the good quality inventory will remain strong and it will start to push CPMs bitcoin market cap prediction mitt.
I believe there will be a push to eliminate buyer fees and think we will see the rules of the auction become more clearly defined, offering fairer outcomes for all parties in the ad tech equation. We will also see a bitcoin market cap prediction mitt towards open source technology solutions, similar to pre-bid for header bidding. Adobe director of marketing Asia Pacific Paula Parkes: With intelligent technologies dramatically improving the design and delivery of digital experiences, we will see a transformation in how businesses personalise and manage their customer experiences.
Machine learning in particular will alter how marketers automate their sales and marketing functions, enabling them to create even more personalised experiences. Adobe Sensei, for example, has given us insight into billions of transactions, operations, and effects that users have applied on millions of images, videos and other creative works.
With information such as this becoming more readily available, marketers will be empowered to bitcoin market cap prediction mitt and deploy heightened customer experiences. As more media become addressable, or even programmatic, to avoid switch off ad tech has to improve cross channel audience management and targeting for maximum engagement and impact. That includes quality of targeting; of ad environments and context; ad creative quality and a continued improvement in the quality of relationships that media owners and marketers have with audiences.
Our growing ability to measure and assess quality issues will lift the standard and thinking within the industry and deliver a fresh lease of life for advertising in Last year ad viewability was a key industry focus, this year non-human traffic bitcoin market cap prediction mitt front and center.
Pricing, strategy, and business decisions are based on the data our industry provides, quality data is the foundation of the assumptions that drive these decisions. Next year, we will start to see advertisers utilising the data and insights provided from bitcoin market cap prediction mitt attribution solution to shape marketing budgets and campaigns, and to challenge their bitcoin market cap prediction mitt partners.
In we will see advertisers running multiple Bitcoin market cap prediction mitt for specific purposes as programmatic continues to grow. Agencies will improve their technology capability and diversify partnerships while advertisers will put pressure on social platforms to integrate themselves into the wider ecosystem. Pacific Magazines head of programmatic and audiences Alana Fechner: Meanwhile, publishers who can understand their audiences in depth and provide solutions to close the loop between plan-buy-measure, cross channel, will be the ones who succeed and push up yield.
Impulse Screen commercial director Carla Zipper: This consolidation should also see them leveraging data to obtain a single view of the customer and in turn drive more meaningful and timely interactions between consumers and brands.
This increases the need for cross channel measurement and we will hopefully see integrated media buying teams utilising data to inform true omnichannel media decisions for brands. Publicis Media chief digital and technology officer Jason Tonelli: In the real focus will shift to the value ad technology brings to digital ecosystem.
Data will continue to play a leading role in bitcoin market cap prediction mitt part of the ecosystem. With the vast majority of online and offline buying decisions leveraging this data, we will need to ask the hard questions of not only external, but internal data quality and sources. AppNexus director of market development Samuel Tan: Transparency and accountability are key themes for Expect intense focus on fees taken by all parts of the digital ecosystem. Marketers and publishers will concentrate on bitcoin market cap prediction mitt working with partners that add value in a transparent way.
DSPs will leverage machine learning to reduce the need for complex trading set-ups, minimise fraud and automatically find the shortest path to supply. Finally, buyers and sellers of video will focus on unravelling the complexity and inefficiency of programmatic video by taking advantage of header bidding. Sizmek platform director Linda Nguyen is the year the industry truly embraces AI-powered decisioning.
AI has been around for ages - many tech companies boast of intelligent algorithms and machine learning to power campaigns.
However, next year this will extend more into the creative realm, with AI powering creative optimisation, delivering personal and relevant messaging. We'll also see an increased focus on transparency and control. Advertisers and agencies want to eliminate confusion about how, and where, their marketing budget is being spent, so technology partners have to open up.
This creates greater trust within the industry, enabling everyone to work towards a common goal. There will be increased investment of brand dollars into programmatic channels, underpinned by better ad formats across devices, bitcoin market cap prediction mitt initiatives to combat fraud. The adoption of ads. Header bidding, which has seen huge growth over the past two years, will transition to the server, where it makes sense to do this. The industry is finally pushing the clouds aside and getting bitcoin market cap prediction mitt better idea of what the future really is - interactive ads, more sponsored programming, a true sea change in how advertising is consumed.
For example, Fox pushing six-second ads as a major piece of a brand campaign. Times are changing, being led by a very aggressive - and selective - consumer. Finally, the industry is taking note. Look for lighter ad loads on AVOD advertising video-on-demand sites, better targeting and snappier campaigns.
Did you see last year's predictions? Exponential global marketing director Jessica Batt: This will further commoditise the traditional banner ad, as it loses its crown as the only digital performance play in town. In a crowded ad tech market, the companies that will succeed in will be those that can deliver an all-encompassing, engaging, scalable, full-funnel video solution that drives real results for advertisers.
