Programmatic Advertising Trends Q2 2023

The Supply Chain Evolves, Programmatic Works Its Way Into Upfront Negotiations, and Post-Cookie Prep Stalls

Report by Evelyn Mitchell  | Jun 8, 2023
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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?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Disintermediation is getting real, upfront advertisers want their programmatic CTV spending accounted for, and Google shares early results from the Privacy Sandbox.
Topics
Programmatic Advertising
US
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?
Insider Intelligence Interviews
Sources
Media Gallery

Report Snapshot

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?

Solutions That Hold the Greatest Promise in Replacing Cookie-Dependent Solutions According to Advertisers and Publishers Worldwide, Feb 2023 (% of respondents)
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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

    1. Report Snapshot
    2. SPO is reshaping the ad tech landscape, finally forcing SSPs to adapt or die.
    3. Programmatic has emerged as a key factor in TV upfront negotiations as advertisers seek budget fluidity.
    4. Early results from Privacy Sandbox tests aren’t good enough to quell speculation of another stay of execution for third-party cookies.
    1. AI hype could breathe new life into preparations for the cookieless future.
    2. Retail media will drive big growth in programmatic DOOH.
    3. What are the top three lookouts for programmatic advertising in Q3 2023?
    4. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Solutions That Hold the Greatest Promise in Replacing Cookie-Dependent Solutions According to Advertisers and Publishers Worldwide, Feb 2023 (% of respondents)US Connected TV (CTV) Programmatic Video Ad Spending, 2019-2025 (billions, % change, and % of total CTV video ad spending)
    Usage of AI and ML Technologies Among US Agency and Brand Marketers, Feb 2023 (% of respondents)US Programmatic Digital Out-of-Home (DOOH) Ad Spending, 2019-2025 (billions, % change, and % of total DOOH video ad spending)

    Interviewed for This Report

    Moe Chughtai
    MiQ
    Global Head of Advanced TV
    Interviewed May 8, 2023
    John Donahue
    Up & to the Right
    Partner
    Interviewed May 3, 2023
    Kurt Donnell
    Freestar
    President and CEO
    Interviewed May 9, 2023
    Kyle Dozeman
    PubMatic
    Chief Revenue Officer, Americas
    Interviewed May 3, 2023
    Chris Grosso
    Intersection
    CEO
    Interviewed May 8, 2023
    David Helmreich
    Innovid
    Chief Commercial Officer
    Interviewed May 1, 2023
    Jeff Jan
    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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    authors

    Evelyn Mitchell

    Contributors

    Brian Lau
    Forecasting Analyst
    Paul Verna
    Principal Analyst
    Max Willens
    Senior Analyst