Programmatic Advertising Trends Q2 2023

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

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?

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

    Interviewed for This Report

    Moe Chughtai
    Global Head of Advanced TV
    Interviewed May 8, 2023
    John Donahue
    Up & to the Right
    Interviewed May 3, 2023
    Kurt Donnell
    President and CEO
    Interviewed May 9, 2023
    Kyle Dozeman
    Chief Revenue Officer, Americas
    Interviewed May 3, 2023
    Chris Grosso
    Interviewed May 8, 2023
    David Helmreich
    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
    Head of Product, Omnichannel
    Interviewed May 9, 2023
    Dylan Mabin
    Interviewed May 2, 2023
    Rob Norman
    Independent Agency Advisor
    Interviewed May 3, 2023
    Alexandra Theriault
    General Manager, Spherical
    Interviewed May 10, 2023
    Brian Thoman
    Senior Vice President, Software Engineering
    Interviewed February 3, 2023
    Amol Waishampayan
    Chief Product Officer
    Interviewed May 10, 2023

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    Evelyn Mitchell


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

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