Header bidding moves server-side, video is on the rise, and the live-stream will be mainstream. In a rapidly-changing industry, it's hard to stay on top of predictions for 2017. We've rounded up the top 10 trends to watch for in 2017.
1. Moving server-side
From ExchangeWire, now that header bidding is mainstream, server-side header bidding is going to be its next evolution
Header bidding is revolutionising digital advertising and header bidding containers are an essential element in managing this new technique. By moving the container off the user's browser and onto the provider's server, publishers can make use of tried and tested technologies to minimise complexity, improve ad quality, and optimise the user experience.
From Digiday, even the ad serving will move to the server as part of the migration off of the client-side
This tech can't just be about blocking ad blockers. ” It isn't. Server-side ad insertion was actually created to solve other problems with video advertising. Combining video and advertising assets into a single stream avoids, for example, issues where a video's ads load but the videos don't. Likewise, the tech also keeps the quality of the elements consistent, which means less buffering.
2. From Adweek, there will be increased efforts to eliminate ad fraud
We need to have a more industry-wide approach to the problem. More advertisers need to hold vendors accountable, and we need to have publishers acknowledge and accept more responsibility.
3. From the IAB way back in 2014, advertisers call for increased viewability and the industry wants a cohesive standard ” something that has still not materialized
Given the limitations of current technology, and the publisher observed variances in measurement of 30-40%, it is recommended that in this year of transition, Measured Impressions be held to a 70% viewability threshold.
4. From Recode, there will be a push for programmatic TV advertising
In fact, there's reason to believe that in the very near future, we will no longer even think of there being a difference between television and digital video. As these two mediums continue to converge, we move a little bit closer to video advertising's holy grail: The ability to purchase premium inventory aimed at select audiences with a single media plan that covers television, mobile and desktop devices.
5. From Forbes, brands will increasingly embrace video advertising
Social video ads are particularly popular among marketers looking to expand brand awareness, as video is a highly engaging format that creates an emotional connection with the viewer and is frequently shared.
6. From Adweek, there ongoing discussion surrounding privacy protection, and the historical lack of security around private data in the technology industry
More than ever, people recognize that everything from personal information to high-level data is an open book for hackers backed by foreign powers and bad actors. Expect the demand for greater privacy to grow, much to the benefit of brands, businesses and even politicians that get it and help facilitate it. We're already seeing this in the EU with a recent crackdown on data sharing for the platforms we use daily”Facebook, Google and Snapchat. Expect this to impact marketers even more in 2017.
7. From Search Engine Journal, ad targeting improvement will accelerate as the technology matures
This year we will see a dramatic increase in actual audience targeting adoption by marketers. This will fuel the search engines to devote more resources to making audience targeting easier and more robust for companies of all sizes.
8. From Digiday, marketers will gain some audience tracking that spans both mobile and desktop using a combination of deterministic and probabilistic techniques
Deterministic cross-device tracking is when publishers and platforms ask their users to sign in to their websites and apps on every device they use.
Probabilistic cross-device tracking is an inexact science carried out by ad tech companies like Drawbridge or Traashdahl's Tapad. These companies aggregate information about ads served on smartphones, tablets and desktops, and then use statistical models to infer who is using which device.
9. From Marketing Land, advertising could reach the newly produced realms of augmented reality and virtual reality and achieve high viewability
˜The mobile ad experience bifurcates between boring and broken,' answered Shah when I asked him how he anticipates VR/AR will impact mobile advertising. ˜The great thing about VR is you can content market in short bursts and see great view-through. We are seeing 80 percent viewability at this point.'
10. From eMarketer, advertisers could break into the live-stream
According to the data, 17% of agency and 19% of in-house marketers definitely plan on allocating budget to live stream video ads in H2 2016. The majority of respondents, however, are less committed; 60% of in-house and 71% of agency marketers said they might invest in the format.