Online advertising, especially in this video-everywhere, cross-device, ad-blocker enabled era, is constantly changing.
To help give you a leg up on what to expect in 2017, here is a list of the top seven things to watch for, courtesy of expert Gil Becker. Becker, the CEO of AnyClip, is an accomplished ad tech executive with 17 years of experience in the industry.
Here’s a look at his predictions for the coming year:
“I think 2017 will be the year of server-to-server integrations — more advertising platforms will connect with each other to share data in real time. While S2S integrations are more laborious, they have less latency once they are set up, and low latency is critical, especially with video ads.”
“2017 will be the year that slow-to-adapt publishers finally get on the programmatic train, which will drive a spike in growth for technology providers. Marketers will continue to shift toward programmatic because it’s easier to incorporate factors like creative design and data into their advertising campaigns.”
“While marketers are increasingly aware that it is critical to properly attribute mobile user actions when there are so many possible touch points, we’re still experiencing a big learning curve. In 2017, we’ll see a bigger push toward addressing the issue, with associations such as the Interactive Advertising Bureau (IAB) and Mobile Marketing Association (MMA) leading the way towards standardization through think tanks and task forces.”
“With clearer definitions of viewability available and better systems in place to ensure viewability, advertisers will demand viewability, build business models to address it, and settle for nothing less than viewable ads. As a result, non-viewable ads will begin to disappear.”
“Desktop ad blocking may pass 50 percent by the end of 2017 and ad blockers will become an increasing concern for advertisers. Since blockers are a symptom of a bigger problem — consumers’ annoyance with ads — technological solution providers and creative agencies will come up with advertising solutions that are less intrusive and more personalized, reducing the desire to block ads.”
“I predict that next year, the industry will hit a tipping point and we’ll see the emergence of better, more creative ways to tailor ads to audiences. The needle will move most in video, where personalization is years behind. Companies that can figure out real video personalization and dynamic creative optimization, which requires tremendous innovation will become market leaders.”
“Fraud levels will continue to drop for two main reasons. First, there is a growing awareness of the problem and the industry is enforcing strict requirements for low fraud. Second, technological tools to monitor and block fraud (among brands, exchanges, and across the ecosystem) are becoming better and more cost effective, driving high adoption rates.”