Programmatic Advertising – Top Trends Shaping the Future (and How DV360 Can Help You Master Them)


Programmatic advertising just leveled up, offering next-gen audience targeting and campaign optimization on steroids. Buckle up, because we’re about to explore the hottest trends reshaping the game in 2024.
We’ll also show you how DV360, Google’s boss-level programmatic platform, can help you dominate this ever-changing digital jungle.

1. The Reign of CTV Continues, with Addressable TV on the Rise

Connected TV (CTV) remains a major focus, but the industry is buzzing about addressable TV (ATV). ATV takes CTV targeting a step further, allowing for ad delivery based on specific household data – similar to traditional TV advertising, but with more precise targeting capabilities.

The Trend: ATV is projected to be the fastest-growing segment of the TV advertising market, with a significant portion of CTV budgets shifting towards addressable audiences.

DV360 Solution: DV360 is at the forefront of addressable TV.
Leverage partnerships with data providers to leverage household-level data for more targeted ATV campaigns.

2. Privacy-First Programmatic Takes Center Stage

With data privacy regulations evolving, a privacy-first approach is paramount. This means finding innovative ways to target audiences effectively while respecting user privacy.

The Trend: The rise of cookieless solutions and contextual targeting alongside privacy-preserving techniques like clean rooms and cohorts.

DV360 Solution: DV360 offers a suite of privacy-first solutions. Utilize contextual targeting features and explore Google’s Privacy Sandbox initiatives, which are designed to deliver effective advertising while safeguarding user privacy.

3. The Continued Rise of In-App and In-Game Advertising

Mobile app usage remains high, and programmatic buying streamlines in-app advertising efforts. Similarly, in-game advertising is gaining traction, offering unique opportunities to reach engaged audiences within gaming environments.

The Trend: In-app and in-game advertising continue to experience significant growth, with programmatic buying remaining the preferred method for media purchase due to its efficiency and advanced targeting options.

DV30 Solution: DV360 provides access to a vast network of mobile apps and gaming environments through programmatic deals. Utilize advanced targeting options to reach your ideal in-app and in-game audience segments.

4. Programmatic DOOH Gains Momentum

Digital-out-of-home (DOOH) advertising is experiencing a renaissance with programmatic buying on the rise. This allows for more targeted and data-driven campaigns.

The Trend: Programmatic DOOH (pDOOH) ad spend is projected to continue its upward trajectory, reflecting the effectiveness and innovation within the sector.

DV360 Solution: While not yet fully integrated, DV360 is actively exploring partnerships and solutions for programmatic DOOH buying. Stay tuned for future updates as programmatic DOOH becomes a more prominent feature within the platform.

5. Artificial Intelligence (AI) Powering Programmatic Optimization

AI is playing an increasingly important role in programmatic advertising. Machine learning algorithms analyze vast amounts of data to optimize campaigns for better performance.

The Trend: The continued integration of AI and machine learning for campaign optimization, bidding strategies, and audience targeting.

DV360 Solution: DV360 leverages AI for various aspects of programmatic advertising. Utilize features like automated bidding strategies and audience suggestions powered by machine learning to optimize your campaigns for maximum impact.

Embrace the Future of Programmatic Advertising with DV360

The programmatic advertising landscape is dynamic and constantly evolving. By staying informed about the latest trends and leveraging the comprehensive solutions offered by DV360, you can stay ahead of the curve and deliver impactful, data-driven campaigns that drive long-term success.

Ready to unlock the power of programmatic advertising for your brand?
Explore DV360’s capabilities and discover how you can craft data-driven campaigns that resonate with your target audience in a privacy-conscious way.