What was the buzz around the office last week? Improving user experience could improve CPMs, the IAB issues standards for programmatic, and top programmatic trends to look at for in 2017.
1. Video engagement increases when user experiences improve
Instead of going towards the most cost-effective CPM, publishers are now increasing engagement by improving the quality of their user’s experiences. Some publishers are even getting rid of autoplay and outstream video and choosing to offer their viewers click-to-play options. AdExchanger explains how some publishers are actually improving CPMs, engagements and viewability rates by allowing users to control their own video experiences.
2. Programmatic may get a new name
The IAB wants to create more conversations between buyers, sellers, and technology providers. Last Wednesday they released “An Evolving Framework for Advertising Automation” which introduces a standard vocabulary and structure for programmatic advertising. The report is attempting to rebrand the process; shifting discussions about “programmatic” and move them to “automation,” MediaPost explains more.
3. The future is bright for audience IDs
By end the end of 2017, programmatic advertising spending is expected to surpass both social media and online video spend. With 70% of marketers planning to increase their programmatic spending this year, there are some major trends to look out for. Forbes suggests programmatic trends to look out for this year including mobile advertising opportunities as well as advances in header bidding.
