Programmatic advertising: evolution and growth, also in Italy
Posted: Thu Feb 13, 2025 3:51 am
New models, even more efficient technological solutions for ever greater optimization of investments and performance: the programmatic market is confirmed as one of the most solid and promising markets in the entire digital advertising sector , despite the uncertain macroeconomic context.
Better control over positioning, targets and automated management of supply and demand make this advertising model certainly more efficient and scalable, but not without pitfalls.
Among these, the main one is certainly the fraud that hides behind false 1000 mobile number database clicks and impressions generated by bots.
But while risk may always be around the corner, the goal is to make this model increasingly safe for advertisers and publishers .
Besides greater control over formats, targets and investments, what seems to be the main driver of programmatic is the multiple accessible devices that embrace the world of smart TVs and mobile devices.
Video and native advertising are the formats that are experiencing the most consistent growth , and while the market value continues to grow, we must not forget the growing challenges that await us in terms of addressability in the era of the third-party cookie apocalypse.
Better control over positioning, targets and automated management of supply and demand make this advertising model certainly more efficient and scalable, but not without pitfalls.
Among these, the main one is certainly the fraud that hides behind false 1000 mobile number database clicks and impressions generated by bots.
But while risk may always be around the corner, the goal is to make this model increasingly safe for advertisers and publishers .
Besides greater control over formats, targets and investments, what seems to be the main driver of programmatic is the multiple accessible devices that embrace the world of smart TVs and mobile devices.
Video and native advertising are the formats that are experiencing the most consistent growth , and while the market value continues to grow, we must not forget the growing challenges that await us in terms of addressability in the era of the third-party cookie apocalypse.