Top Programmatic Advertising Trends for 2024 – The Future of AdTech

Contextual targeting means delivering ads that promote products relevant to a page’s content. So, on the cooking website, you may be served ads for kitchen accessories, cooking-related experiences, and so on. According to Integral Ad Science, contextual targeting can boost ad relevance by 63%. In 2024, companies will focus on delivering contextually relevant ads and thus, create a more engaging user experience.

In 2024, we will certainly witness the integration of AI in creative optimization. Artificial Intelligence tools will use data to tailor ad creatives up to speed, ensuring that users will see the most relevant and engaging format. There will be more video formats (in 2023, online video ad spending reached $39.4 billion in the US!) and more in-app ads that offer a direct line to customers during their most engaged moments. Dynamic creatives will take personalization to the next level. Ad content will be adapted in real-time based on user behavior and preferences which may be revolutionary for increasing conversion rates.

AI-powered level of precision and automation is a huge step for marketers to optimize their marketing strategies and achieve outstanding results in customer engagement and brand visibility. This is because programmatic advertising allows you to reach your target audience more effectively and engage them with relevant, more personalized adverts.

Private marketplaces are on the rise and it’s not only in the US. It seems that open exchanges may even be replaced by private marketplaces in the next few years. They certainly guarantee an exclusive intimacy that comes with a safe environment, transparency, and the certainty that ads will appear only on high-quality media platforms. On top of that, advertisers armed with AI tools are more independent of intermediaries, controlling their programmatic campaigns on their own.

As already mentioned, cookieless advertising will have a massive boost in growth, and reliance on contextual data will be nothing but crucial. AI and ML are expected by marketers to fill the gap. It means that there will be a new focus on first-party cookies and for sure we’ll see disruptions to retargeting and conversion attribution.

Connected TV is now a relevant part of a holistic programmatic strategy. According to Insider Intelligence, CTV is expected to grow by 10.4% between 2023 and 2028. With more and more people shifting towards streaming services, it’s clear that the rise of programmatic in connected TV will be a top trend next year.

This trend is particularly visible in major brands. As they expect comprehensive control over their data and greater assurance of compliance with privacy regulations, they tend to decide to build their own programmatic teams equipped with powerful tools. An additional advantage of in-house programmatic is cost savings, as well as resource efficiency.

After the pandemic, marketing experts are now looking for innovative methods to target customers who are back on the go. From billboards to buses, people see out-of-home adverts everywhere, whether they go shopping, travel long distances, or commute to work. DOOH digitizes and upgrades the experience to include 3D and interactive displays. Thus, brands can use digital out-of-home programmatic advertising to create memorable, eye-catching experiences that leave customers with a lasting impact.

White-label solutions are ad platforms that allow companies to target customers. Such software is fully re-brandable, customizable, and maintainable. The platform acts as part of your company with no mention of the original creator. It increases the control you have over your campaigns and provides transparency to the ad-buying process.

The popularity of voice-activated devices has been increasing, extending also into programmatic advertising. Advertisers can reach their target audiences through voice-optimized ads which brings new opportunities for engaging customers. According to Google, 27% of the global population is using voice search on mobile, after all.

Visual search uses real-world photos as a search starting point. The software will identify the object in the picture and provide search results based on that item. Technology has been transforming the way people shop online. It’s an amazing opportunity for advertisers to reduce the number of returns by providing more accurate search results based on visual similarities.

In-game adverts have a huge potential to reach a vast demographic spread across all ages and genders. Such ads integrate seamlessly into the gaming environment which enables companies to connect with a highly engaged and diverse audience. It’s worth highlighting that the number of people who play mobile games is expected to grow from approx. 1.8 billion in 2021 to over 2.7 billion by 2027.