Disintermediation is getting real, upfront advertisers want their programmatic CTV spending accounted for, and Google shares early results from the Privacy Sandbox.
With economic uncertainty lingering and cookie deprecation looming, advertisers are campaigning for greater flexibility from sellers in the upfront market and proven value in partnerships along the programmatic supply chain.
Key Question:What trends are defining advertisers’ programmatic strategies for Q3 2023?
KEY STAT: First-party data activation holds the greatest promise among cookieless solutions for advertisers and publishers, respectively. This underlies more intimate partnerships between buyers and sellers capitalizing on first-party assets.
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Table of Contents
Report Snapshot
SPO is reshaping the ad tech landscape, finally forcing SSPs to adapt or die.
Programmatic has emerged as a key factor in TV upfront negotiations as advertisers seek budget fluidity.
Early results from Privacy Sandbox tests aren’t good enough to quell speculation of another stay of execution for third-party cookies.
AI hype could breathe new life into preparations for the cookieless future.
Retail media will drive big growth in programmatic DOOH.
What are the top three lookouts for programmatic advertising in Q3 2023?
Out of Home Advertising Association of America (OAAA)
Head of Industry Initiatives
Interviewed May 12, 2023
Eric John
Interactive Advertising Bureau (IAB)
Vice President, Media Center
Interviewed May 8, 2023
Lara Koenig
MiQ
Head of Product, Omnichannel
Interviewed May 9, 2023
Dylan Mabin
Geopath
President
Interviewed May 2, 2023
Rob Norman
Independent Agency Advisor
Interviewed May 3, 2023
Alexandra Theriault
Lotame
General Manager, Spherical
Interviewed May 10, 2023
Brian Thoman
WideOrbit
Senior Vice President, Software Engineering
Interviewed February 3, 2023
Amol Waishampayan
Fullthrottle.ai
Chief Product Officer
Interviewed May 10, 2023
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Solutions That Hold the Greatest Promise in Replacing Cookie-Dependent Solutions According to Advertisers and Publishers Worldwide, Feb 2023 (% of respondents)
Solutions That Hold the Greatest Promise in Replacing Cookie-Dependent Solutions According to Advertisers and Publishers Worldwide, Feb 2023 (% of respondents)
Solutions That Hold the Greatest Promise in Replacing Cookie-Dependent Solutions According to Advertisers and Publishers Worldwide, Feb 2023 (% of respondents)