AdTheorent and Advertiser Perceptions Illuminate the Future of Programmatic Advertising

A new research by AdTheorent and Advertiser Perceptions emphasizes the preference for privacy-centric advertising technologies, Connected Television (CTV), and AI/ML solutions.

Insights into Programmatic Advertising

The recent study involving AdTheorent, a leader in machine learning for advertising, and Advertiser Perceptions, has shed light on the current trends in the open-web programmatic advertising sector. By surveying advertising professionals from the US and Canada, the research aimed to understand how brands and agencies are refining their programmatic strategies and embracing emerging media channels.

Key Takeaways from the Study

Delving into the research, four essential themes were identified:

Programmatic Goals, Priorities, and Investments: A growth driver in advertising, programmatic aims to enhance brand presence, drive sales, and foster digital engagement. Advertisers leverage programmatic across the entire marketing funnel and plan to increase their investments in the coming year.

Connected Television (CTV) and Attribution: Advertisers rate CTV highly for achieving their goals and are keen on its full-funnel potential, using various metrics to track campaign success.

Privacy and Audience Identification: Faced with growing privacy concerns, advertisers are seeking alternatives to traditional personal data-dependent targeting, showing high interest in Machine Learning-based solutions.

Artificial Intelligence (AI) and Machine Learning (ML) in Advertising: A vast majority of advertisers intend to maintain or escalate their investment in AI/ML technologies to enhance contextual targeting and campaign personalization.

Jim Lawson, CEO of AdTheorent, and Stuart Schneiderman of Advertiser Perceptions both recognize the expanding role of programmatic advertising and its advancement through privacy-focused tactics and technology. They anticipate this trend to be a cornerstone for industry success in the near future.

AdTheorent's achievements in technology and creativity, supported by its machine learning platform, have paved the way for it to be a front-runner in the programmatic space, consistently earning accolades for its innovative approach.

Advertiser Perceptions, on the other side, maintains its role as a strategic market intelligence provider, with insights that help clients navigate the ever-evolving media and advertising landscape.

programmatic, advertising, privacy