19 February 2024

2022 Top Programmatic Market Trends: Insights on AdTech and MarTech

By Ronald Smith

When businesses embrace new ad tech and mar tech advancements early on, they are better equipped to adapt to the ever-changing market. Sometimes trends emerge suddenly and take the industry by storm. Other times, they are prompted by significant shifts in privacy or advertising regulations.

Now, let’s take a closer look at the ad tech and mar tech trends that are shaping the programmatic market this year.

1. Seizing the Moment with Martech and Ad Tech Solutions

Did you know that there has been a big boom in the martech and adtech industries in recent years? It’s true! The number of ventures in these fields has multiplied and scaled up. For example, at the beginning of 2021, the martech ecosystem was valued at a whopping $6.4 billion by HubSpot. And get this, it’s projected to grow even more and reach $12.5 billion by 2024!

But that’s not all. The ad tech software market is also on the rise. It’s experiencing a Compound Annual Growth Rate (CAGR) of 7.9% from 2019 to 2026. By 2026, experts predict it will reach a staggering $29.85 billion!

So what does all of this mean? Well, it means that advertising and marketing technologies are making life easier for brands. They’re automating processes like data segmentation, ad placement, audience targeting, and delivering ads to screens. With these technologies, brands can streamline their daily operations and focus on what matters most: reaching their customers effectively.

2022 Top Programmatic Market Trends: Insights on AdTech and MarTech

When it comes to marketing or advertising solutions, there are a few key features that attract companies: scalability, ease of use, and customer support.

As companies try to adopt these technologies in-house, they often turn to no-code platforms that remove the need to build a platform from scratch.

One model that falls under this concept is white-labeling. It allows ad tech businesses to quickly launch their own advertising solution in as little as 7 days, thanks to a prebuilt tech core. This means that even mid-sized companies can turn their ideas into reality without much investment or risk.

2. The Metaverse Emerges as a New Communication Channel

In October 2021, Mark Zuckerberg, the CEO of Facebook, introduced something called the Metaverse. It’s this virtual space that combines the virtual world and the real world, and it’s got everybody talking. People are really into this idea of the metaverse and web3. Because of all the excitement, a lot of brands are starting to get involved with their own metaverse projects.

Take Walmart, for instance. They’re a big supermarket chain, and they’re planning to create their own digital currency. They also want to sell goods as NFTs using virtual reality and augmented reality technologies. And it’s not just Walmart – Nike is jumping on the metaverse bandwagon too. They’re registering virtual brands for online sales. Gucci is another brand that’s getting in on the metaverse action. They’ve created a virtual space called Vault and they even have an NFT collection that goes along with it.

Now, let’s take a closer look at this thing called the Metaverse. The term was actually coined back in 1992 by Neal Stephenson, who’s a science fiction writer. He used it in his book called Snow. Pretty cool, right?

When it comes to brands, meta-projects have a powerful effect on grabbing the attention of the media and audiences. While Web3 Internet is still just an idea and not a functioning reality, meta-projects serve as a useful tool for brands to attract attention and connect with their audiences. In some cases, they can even help drive sales.

In the long term, meta-projects will have a big impact on digital marketing. Metaverses will open up exciting new ways for brands to engage with their target audience.

So, how does this work? Well, Web3 has the potential to bring about significant changes in how users perceive content and how they behave as consumers. This is because all metaverses are built on the idea of blending the real world with virtual realities.

2022 Top Programmatic Market Trends: Insights on AdTech and MarTech

But let’s talk about a different type of project that requires careful planning and customer involvement.

3. Advertising without cookies

As the use of cookies becomes more restricted and privacy regulations become stricter, advertising and marketing technology face challenges in targeting and measuring effectiveness. These challenges arise from limitations in collecting and analyzing data.

It’s even more complicated when we consider walled gardens. Tech giants have a lot of control over user data and the internet space, making it harder for advertisers to understand their audience. For example, Apple’s restrictions on IDFA and Google Chrome’s plans to shut down cookies are just the beginning of the problem.

As we venture into these realms, we’ll likely encounter models that embrace the mosaic principle of attribution. This means that instead of relying solely on one method, there will be a combination of different tools and solutions to replace third-party cookies. Some examples of these solutions include Unified ID, Google Privacy Sandbox, and SkadNetwork.

The purpose of this approach is to bring together the results from various sources, ensuring that they are fair and not influenced by a single attribution mechanism.

When it comes to targeting, brands will focus on utilizing first-party data. They will gather this data through CRMs and then integrate it with CDPs or DMPs to effectively channel it to advertising platforms.

In the future, advertisers will focus more on contextual targeting when serving ads. Instead of relying on a user’s digital footprints, contextual targeting is all about the keywords and context of a web page. This means that ads will be more relevant to what you’re reading or looking at.

4. The rise of CTV, audio, and in-game ad formats

Since the pandemic, people have been spending more time in front of screens. Brands have realized that they need to keep investing in CTV ads to reach their audience. The increasing availability of CTV in households has also contributed to the popularity of CTV advertising.

Even though programmatic CTV advertising still has some obstacles to overcome, like the lack of standardization, it presents incredible opportunities for brands that want to connect with new audiences. CTV ad formats are engaging and leave a lasting impression. That’s why advertisers spent a staggering $6.9 billion on CTV ads in 2021, and this number is projected to rise to $8 billion in 2022.

2022 Top Programmatic Market Trends: Insights on AdTech and MarTech

Meanwhile, I’ve noticed that podcasts and digital radio have become a regular part of a young crowd’s daily routine. It seems like everyone is tuning in these days! And I totally get it – with our busy schedules, being able to listen to content hands-free is a game-changer. In fact, in 2021, people spent an average of 16 hours and 14 minutes consuming online content through these platforms.

What I find fascinating is the way audio ads are presented in this format. Unlike on the web, where banners seem to be at every turn, audio ads are delivered one at a time. This means you get a seamless and uninterrupted listening experience. No distractions, just quality content and the occasional ad.

Oh, and did you know that mobile gaming is on the rise? With so many games available on app stores, it’s no wonder they’ve become a major part of advertising campaigns. In fact, in 2021 alone, users downloaded a whopping 82.98 billion mobile games. That’s a crazy number! It’s giving rise to new ad formats like playable ads, where you can try out a mini version of a game, and rewarded videos, where you get rewarded for watching an ad.

It’s amazing how technology keeps evolving and changing the way we consume content and engage with advertisements. Who knows what trends will emerge next?

5. The Futuristic Promise of Programmatic DOOH Advertising

Get ready to witness the exciting transformation of outdoor advertising, my friend. Thanks to smart technologies, our billboards are about to become a whole lot smarter! And guess what? It’s all happening in the not-so-distant future of 2022. As the world slowly recovers from the grip of the global pandemic, people will start venturing outside their homes more often, and our dynamic billboards will be there to capture their attention.

So, what’s the secret behind this advertising magic? It’s called programmatic advertising, and it’s the game-changer that takes billboards to a whole new level of interactivity and personalization. Picture this: the weather changes, the traffic fluctuates, or the sports results come in – all these events trigger our smart billboards to display targeted ads that truly speak to their potential customers. Talk about hitting the bullseye!

2022 Top Programmatic Market Trends: Insights on AdTech and MarTech

As we move forward, the DOOH ecosystem is set to evolve even further. This evolution is likely to be driven by the increasing adoption of web practices such as header-bidding and supply path optimization. Additionally, there will be a focus on incorporating immersive creatives that allow for interaction with viewers.

In summary

Get ready for some major changes in the world of ad tech and martech in 2022, many of which have their roots in 2021. With the upcoming shift to cookieless advertising, publishers and advertisers are actively seeking innovative ways to personalize and enhance user experiences through new channels and ad formats.

No one can predict exactly what the future holds, but one thing is clear – the businesses that embrace new technologies early on will gain a competitive edge by staying one step ahead.