emerging
Improved Programmatic Supply Chain
The programmatic supply chain is evolving towards greater sustainability, transparency, and trust, leading to stronger business outcomes and brand protection.
Timeframe
near-term
Categories
Impact areas
Detailed Analysis
A higher quality programmatic supply chain is crucial for effective advertising in the age of infinite content. This involves better measurement of outcomes, including business and societal impact, and enhanced brand protection through private marketplaces. Overly strict keyword blocking will be phased out, as it hinders both publishers and brands.
Context Signals
Eye-tracking technology enables better understanding of audience attention.
Private marketplaces offer increased transparency and control over ad placement.
Overly strict keyword blocking can negatively impact ad reach and revenue.
Edge
Programmatic supply chain will offer greater measurement solutions and limit negative societal impact.
Made-for-advertising websites will be increasingly marginalized.
Attention metrics will become standard for media performance evaluation.
