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BizReport : Advertising archives : November 18, 2014

Expert IDs trends to watch for 2015

According to some experts native advertising is going to see huge growth over the coming year. Both publishers and advertising platforms are just beginning to adapt their ad formats to work well within a native environment. As a result, achieving scale can still be challenging.

by Kristina Knight

Kristina: What are some of the programmatic trends that you're expecting to see in 2015?

Eric Bosco, CEO, ChoiceStream: In 2015 we're going to see the rise of the meta-DSP. Brands and agencies will realize that, to achieve their desired results, they'll need to work with multiple programmatic partners. An increasing number of vendors have started to concentrate their offerings in specialized aspects of programmatic, and have therefore eliminated the common belief that one programmatic partner will be enough to drive considerable campaign results. Marketers can and should work with several vendors in order to make the most of their ad spend and provide the technology needed to deliver campaign results.

Additionally, next year will also see the further decline of traditional ad networks. As programmatic takes center stage in 2015, advertisers will continue to realize the promise of working directly with smart programmatic partners that can navigate the open exchanges in a transparent, brand-safe and cost-effective manner, and will become more inclined to develop programmatic relationships to complete their media buys.

Kristina: What trends from 2014 do you think will carry over to 2015? Why?

Eric: This year we've seen several acquisitions and consolidations in ad tech. Long established enterprise software providers and huge technology companies are investing and adapting to changing technology, taking full advantage of new opportunities in advertising.

For the big technology players like Yahoo, AOL and Microsoft, acquisition in adtech for 2014 focused on the lower funnel marketing services, while enterprise giants such as EMC and Oracle have made their way into the advertising business though acquisitions from the top of the funnel. Constant change and the fast-paced environment of technology will cause these trends to carry into next year as conglomerates acquire to maintain their share of the market.

Kristina: Do you have any words of advice for advertisers seeking to leverage programmatic as part of their campaigns in 2015?

Eric: Marketers looking to succeed in programmatic next year should re-evaluate their current programmatic partners and determine if all of their specific campaign needs are being met. If advertisers see room for improvement in their 2014 results, they need to consider establishing partnerships with multiple vendors who specialize in programmatic, and who can provide full-service campaign development along with open communication and complete transparency.

Ultimately, to make the most of their programmatic campaigns, marketers need to establish a clear understanding of success with their vendors and then work collaboratively with their chosen partners to deliver on those goals.

Image via Shutterstock

Tags: advertising, advertising tips, advertising trends, ChoiceStream

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