We’ve got 8 ways to make sure you’re on track with your programmatic digital marketing strategy. Check out our infographic for the top 2017 trends!
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8 Ways to Boost Your 2017 Programmatic Monetization Strategy
HTML5 VPAID
All major browsers have announced plans to default to HTML5 and to force user opt-in. It’s time for publishers to consider operational issues and various technical components that need to be factored into migration (video players, VPAID, ad servers, OpenRTB, etc.).
HTTPS-Enabled Ads and Inventory
Mounting concern about security and privacy issues has led to a call to action for publishers to stop serving traffic over HTTP and embrace HTTPS. The IAB is pushing for it too, as it considers HTTPS of growing importance as the industry tackles issues of fraud, malware, and piracy.
Parallax Video Formats on Mobile
A recent IAB study on the impact of parallax video on mobile found that when compared to the expandable banner, the scroller format was seen as less intrusive. In addition, it succeeded in boosting awareness, ad recall, and purchase intent by significant margins.
Programmatic Video on Mobile
By 2017, US programmatic video ad spending will reach $8.66 billion, or 69.0% of total video ad expenditures. That’s a 29% increase compared to 2016 figures.
Zenith expects worldwide mobile ad spending to hit $99.3 billion in 2017, which will be 2% more than what they expect for desktop.”
Automated Guaranteed, Deal Discovery, or Programmatic Guaranteed
20% of programmatic growth is coming from AG, so it’s clearly on the rise. But whether it’s through Automated Guaranteed, Deal Discovery or Programmatic Guaranteed, expect publishers’ offers to be directly accessible in buying platform UIs and for automation to improve workflow.
S2S Integrations and/or Header Bidding
Many publishers such as the Financial Times and BBC Worldwide wonder if the benefits of header bidding justify the investment. To truly make the most of their inventory, publishers need to do what The Guardian did and move towards the next evolution of header bidding — server-to-server connections.
Publisher and Ad Tech Vendor Collaboratives
DigiTrust, a non-profit collaborative that grew out of an IAB working group, is looking to improve the digital experience for everyone through the creation and widespread use of a universal ID. The universal token will give publishers a solid alternative to walled gardens.
LEAN Standards and Improving User Experience
The IAB has introduced flexible ad sizes as well as “LEAN” principles to promote a better ad experience. LEAN stands for “lightweight“ (limited file size), “encrypted” (ads are HTTPS/SSL compliant), “ad choice supported“ (ads support opt out from targeting) and “non-invasive“ (non-disruptive). Both will help advertisers create more user-friendly and aesthetically pleasing ads on publishers’ sites.
