{"id":703,"date":"2023-03-12T14:17:14","date_gmt":"2023-03-12T14:17:14","guid":{"rendered":"https:\/\/okonet.kinsta.cloud\/?p=703"},"modified":"2023-03-12T14:17:14","modified_gmt":"2023-03-12T14:17:14","slug":"emerging-adtech-trends-to-watch-for-in-2023","status":"publish","type":"post","link":"https:\/\/cool.co\/publisher-experiences-home\/2023\/03\/12\/emerging-adtech-trends-to-watch-for-in-2023\/","title":{"rendered":"Emerging AdTech Trends to Watch for in 2023"},"content":{"rendered":"
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AdTech Trends 2023<\/b><\/h2>\n

Although digital advertising has existed since the 1990s, the landscape of global ad technology is significantly different now than it was even 12 months ago. With 2023 off to a transformative start, it is clear which emerging\u00a0AdTech trends\u00a0are leading the way.<\/p>\n

Today, Insticator\u2019s panel of professionals will give publishers a glimpse into the\u00a0future of AdTech\u00a0by highlighting 5 essential and upcoming\u00a0AdTech trends in 2023.<\/p>\n

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Trend #1: The Era of First-Party Data Dominance Has Arrived<\/b><\/h2>\n

Google announced in mid-2021 that the company was going to phase out third-party cookies by the end of 2023. Although they have\u00a0delayed phasing out until late 2024<\/a>, the end of third-party data collection is still on the horizon. This second push back\u00a0has presented itself as an opportunity to prepare for the future of Adtech and allow time for publishers to position themselves ahead of the curve. It\u2019s important that publishers start strategizing how to collect and leverage first-party data and that time is now.<\/p>\n

The Insticator\u00a0Supply-Side Platform<\/a>\u00a0utilizes first-party data in a secure and private system that can be used to drive better ad bids and hone in on a more targeted audience. With over 100 million hashed email addresses and scalable ad space options, this supply-side platform is being utilized by a growing number of lead publishers who are looking to facilitate a better user experience and drive up revenue through first-party-informed ads.<\/p>\n

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Trend #2: CTV Advertising is Only Growing Larger<\/b><\/h2>\n

Also known as Connected TV, CTV defines any kind of advertising that happens through online streaming services. Whether a user is streaming video on Roku, Hulu, YouTube, or Netflix, they will undoubtedly come across some programmatic advertising in a variety of formats that can\u2019t be found anywhere else. Publishers should incorporate a leveraging strategy of CTV bids to reach new audiences, bringing a better boost to their bottom line.<\/p>\n

This year, the large streaming companies that have been running ad-free models for years will now transition to offer ad-supported levels of subscription. Netflix, for example, recently published an ad-supported tier at a lower cost for families and users. This is yet another opportunity for publishers to utilize a guaranteed transition to their benefit \u2013 to plan their path now to have a stronghold in Adech down the road.<\/p>\n

CTV already takes up a huge chunk of advertising spend across the board. Currently, advertisers spend billions of dollars on CTV advertising alone, before investing in other ad spaces online. According to a report published by\u00a0eMarketer<\/a>, CTV spend alone is expected to rise to more than $26 billion over the course of 2023. This type of advertising has a very unique type of targeting, allowing publishers to reach users that may not otherwise receive dynamic ads catered to their interests.<\/p>\n

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Trend #3: Dynamic Ad Formats are Necessary, and Video is King\u00a0<\/b><\/h2>\n

Speaking of CTV\u00a0AdTech trends\u00a0and other programmatic ads, there is a growing trend towards video formats as the most popular \u2013 and therefore the most cost-effective types of ads to publish online. Those looking to monetize their websites need to have engaging, compelling, and overall\u00a0dynamic ad formats<\/a>\u00a0that can earn them up to 4x more income than they would earn without video-supported ads.<\/p>\n

Custom content creation and first-party data insights are just a couple of powerful advantages of pushing video ad formats. The emerging\u00a0AdTech trends\u00a0for video ads include publishing \u201cshoppable\u201d or \u201cclickable\u201d ads, which allow users to actually navigate your website and purchase products without leaving their video player.<\/p>\n

But the technology doesn\u2019t stop there; video ads are constantly evolving to keep up with\u00a0AdTech trends in 2023\u00a0and beyond. Stay apprised at all times by managing your ads through a supply-side platform offered by leading industry\u00a0AdTech experts<\/a>.<\/p>\n

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Trend #4: It\u2019s All About Curating a Positive Customer Journey<\/b><\/h2>\n

Thankfully, the\u00a0future of AdTech\u00a0is seeing a huge shift away from impersonal, in-your-face advertising. Instead, advertisers are focusing on curating a unique, positive, and memorable experience for every user that comes to interact with their ads. Industry leaders have conceptualized the consumer journey, pointing out several significant landmarks where personalized advertising can excel.<\/p>\n

The panel of professionals at Insticator recommend that publishers both large and small take advantage of this emerging trend in AdTech and drive attention to the consumer, helping to create an engaging and relevant journey for them.<\/p>\n

This is best done by incorporating a multitude of diverse ad formats, including video ads, interactive ads, and even\u00a0ads with commenting capabilities<\/a>.<\/p>\n

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Trend #5: Google is Leading Us to the\u00a0<\/b>Future of AdTech<\/b><\/h2>\n

There is no doubt that Google is the number one advertising force across the world, and the company continues to move and shape the AdTech industry by leading the charge by continuing to roll out initiatives. Google revved up in 2022 and decided to launch new advertising initiatives that can help developers out in a number of ways.<\/p>\n

Google\u2019s new announcements and initiatives include:\u00a0<\/b><\/p>\n