Better Programmatic Supply Chain

A higher quality programmatic supply chain is crucial for effective advertising, focusing on sustainability, transparency, and trust.

Themes

AI-Driven Transformation , Authenticity and Transparency Reign Supreme , Values-Driven Consumption

Timeframe

near-term

Subcategories

Brand Management Corporate Strategy Marketing Supply Chain Management

Impact areas

Brand Safety Programmatic Advertising Sustainability

Detailed Analysis

In a content-saturated environment, a high-quality programmatic supply chain is essential for capturing attention and driving growth. This involves better measurement of advertising outcomes, including business and societal impact. Enhanced brand protection through private marketplaces and a move away from strict keyword blocking are key developments.

Context Signals

Attention metrics are gaining traction among advertisers. Excessive keyword blocking can hurt publishers and brands. CMOs are increasingly concerned about supply chain inequity.

Edge

The media supply chain will offer greater measurement solutions and limit negative societal impact. Programmatic buying in connected TV will drive demand for better supply chain quality. Made-for-advertising websites will continue to be a challenge for the programmatic ecosystem.

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TRENDS

Keywords

consumer behavior digital transformation sustainability

Digital media always had a granularity in terms of measurement that offline media could never match, and it can now account for a wider range of metrics, from business impact (e.g., sales uplift, footfall) to societal impact (e.g., carbon emissions).

Categories for this trend