emerging
Better Supply Chain
A higher quality programmatic supply chain is essential for effective advertising, focusing on sustainability, transparency, and trust.
Timeframe
near-term
Subcategories
Detailed Analysis
The programmatic supply chain is evolving to meet the demands of a content-saturated environment. A focus on quality, including better measurement, brand protection, and societal impact, is becoming increasingly important. The report emphasizes that "brands must actively protect their programmatic media from fraudulent, unsuitable, and unsafe environments to shield both their investments and their reputations."
Context Signals
New metrics like attentive seconds are gaining traction.
Private marketplaces and preapproved inventory are becoming more important.
CMOs are increasingly concerned about systematic inequity in the advertising supply chain.
Edge
The media supply chain will offer greater measurement solutions and limit negative societal externalities.
Made-for-advertising websites will face increasing scrutiny and challenges.
Brand safety and suitability will become key differentiators for programmatic platforms.
