The Future of Programmatic Advertising. New channels – new opportunities?

In this webinar recording from August 2022, Oliver von Wersch, Partner and Executive Board Member at nxt Statista shared interesting insights about programmatic advertising, once one of the digital industry's key growth drivers, and why it faces increasing criticism within the industry.

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After ten years of being the industry’s powerful engine, programmatic advertising is confronted with concerns of being opaque and potentially affected by data leaks. In addition, more and more advertisers are questioning the apparent accuracy of cookie-based real-time targeting options. At the same time, the potential of new channels such as ConnectedTV, AddressableTV, and Programmatic Audio have to be addressed, as well as the revival of existing methods such as contextual advertising.
What challenges arise for advertisers and publishers with increasing relevance of multi-channel media strategies? Are cross-platform data strategies the key to success? Is data, in general, going to be more important or less? Those questions had been addressed during the webinar while Oliver von Wersch also gave an overview on topics such as:
• Opportunities are provided by new media distribution channels inside the digital advertising ecosystem.
• Characterization of Programmatic Advertising’s future, in the light of the current regulatory threads and criticism.
• Importance of first-party consumer data for a successful digital marketing strategy in the coming years.

If you have any questions, don’t hesitate to reach out to webinars@statista.com.