Top 10 Mobile AdTech Trends

MarTechAdvisor.com has recently published an article on Mobile AdTech titled “Top 10 Mobile AdTech Trends”, that list 10 trends in the industry. Few to list are Programmatic Advertising, Messaging and Chatbots, Service-based Monetization, Google AMP and ALP and more.

Mobile Advertising is a rapidly changing vertical and mobile advertising technology has seen tremendous technological innovation and growth. In this dynamic space of mobile ad-tech, it sometimes becomes difficult to track what’s trending. Some themes are recurring, whereas some are in the process of gaining traction.

Here are the top 10 mobile adtech trends that are currently in vogue:

1. Server-Side Header Bidding: Header Bidding is an auction conducted by publishers outside of their primary ad server (in the header of a web page). It allows advertisers to custom-pick impressions.

Browser-side header bidding can slow down the speed of your website as advertisers call the container or wrapper directly. So more the number of partners, more the number of processes on a web page which results in increased ad and page load latency.

“By moving the container off the user’s browser and onto the provider’s server, publishers can make use of tried and tested technologies to minimize complexity, improve ad quality, and optimize the user experience.” – Exchange Wire.

2. AI and Machine Learning: AI along with machine learning algorithms will fuel the mobile ad-tech industry by determining ad positioning, predicting ad clicks, user interest, user behavior. Most marketers today are already harnessing the power of customer data to make services more compelling. AI-powered ad-tech is not only improving productivity and revenues but is also changing the way companies interact with customers.

3. Privacy Protection: In the wake of the recent Facebook controversy, audiences today have realized that protection of their data is paramount. Demand for privacy will grow in future. Also, since General Data Protection Regulation (GDPR) will go live in May 2018, it will tremendously impact how marketers deal with data.

4. Fraud Elimination: A Juniper Research finds that mobile and online advertisers will lose an estimated $19 billion to fraudulent activities in 2018, that’s equivalent to $51 million per day!

Dale Carr, Founder, and CEO at Leadbolt predicts that advertisers, attribution companies and mobile ad platforms will partner to counter ad fraud. “Comprehensive vetting practices and proprietary SDKs fostering direct relationships with publishers, as well as advanced fraud prevention and detection practices, are the new table stakes for 2018”, he says.

5. AR and VR: AR and VR will take the mobile ad experience from boring to interesting and make it immersive. Though in a nascent stage, such ads have the power to open up creative promotion avenues which enrich and personalize the user experience.

6. Videos, Live Streaming, and Outstreaming: Ad space has become more visual with video watching comprising one third of all online activities. Videos are highly engaging, touch an emotional chord and are frequently shared. Video advertising has become a hot favorite for many advertisers. To top that, Live Videos give the audience a sense of being connected, being there in real time.

Outstreaming is an emerging trend and according to Instapage – “Outstream video allows publishers to show video ads outside of actual video players, in text line breaks for example, or the corners of a web page… 77% of agencies say outstream is going to be crucial to client success.”

Read More @ https://www.martechadvisor.com/articles/ads/top-10-mobile-adtech-trends/