Research highlights affinity for
privacy-forward targeting approaches, CTV and AI/ML-based
technologies
NEW
YORK, Dec. 19, 2023 /PRNewswire/ -- AdTheorent
Holding Company, Inc. (Nasdaq: ADTH), a machine-learning pioneer
and industry leader using privacy-forward solutions to deliver
measurable value for programmatic advertisers, today announced the
results from a study with Advertiser Perceptions, the leading
provider of research-based strategic market intelligence to the
media, advertising, and ad tech industries. The research
examines the state of the open-web programmatic advertising
industry with the goal of understanding how brand and agency
advertisers in the US and Canada
are evolving their programmatic strategies and leveraging new
channels.
The State of the Programmatic Advertising Industry Report takes
a deep dive into four key areas:
1. Programmatic Goals, Priorities and
Investments:
-
- Advertisers view open-web programmatic (i.e., outside the
walled gardens of social media and search) as a critical driver of
growth, expecting to drive brand lift, sales and advanced digital
actions; the top three programmatic goals for advertisers are:
- US: audience delivery (59%), brand lift (53%) and sales lift
(52%)
- Canada: sales lift (55%),
brand lift (52%) and viewability rate (51%)
- Advertisers are turning to programmatic to activate the full
funnel for their campaigns; 49% of US and 50% of Canadian
advertisers utilize programmatic for all campaign types (top, mid
and lower funnel).
- Investment in programmatic remains strong, with 54% of US
advertisers and 72% of Canadian advertisers planning to spend more
in the next 12 months.
2. Connected Television (CTV):
-
- Nearly 89% of US and 95% of Canadian advertisers rate CTV
effective at driving intended objectives, specifically, they are
seeing success with buying CTV programmatically for:
- US: Ability to reach target audiences (47%);
Better ROI/ROAS (42%); Easier campaign targeting and
optimization (42%).
- Canada: Ability to reach
target audiences (53%); Easier to achieve scale/reach (50%);
Ability to activate one video campaign across multiple properties
(45%).
- The vast majority of advertisers in the US (71%) and
Canada (90%) are interested in
utilizing CTV to drive superior performance when used as part
of a full-funnel approach vs. utilizing the channel as solely an
upper-funnel tactic. Additionally, advertisers are tracking
campaign attribution in a variety of ways reflective of this
full-funnel approach:
- US: Video completes (65%); Business outcomes: (63%); ROAS
(55%)
- Canada: Business outcomes
(68%); ROAS (60%); Video completes (52%)
3. Privacy and Identity:
-
- Advertisers are faced with the difficult task of succeeding in
an environment of increasing privacy restrictions; from a
cookie-less future to the demise of mobile ad identifiers (MAIDS),
to stricter limitations on what data can be collected from
consumers. Three steps that advertisers in the US and
Canada have taken to prepare are:
- Developing or partnering with providers not dependent on
personal data for targeting (US: 59%; Canada: 65%)
- Developing or partnering for contextual targeting solutions to
complement behavioral targeting (US: 51%; Canada: 53%)
- Developing or partnering for first-party solutions such as
sign-ins and email newsletters (US: 47%; Canada: 50%)
- Advertisers will continue to evolve how they identify their
target audiences. A majority in each market expressed interest
across various techniques to identify audiences, with the highest
level of interest being the use of ML-based audiences that are not
reliant on IDs or personally identifiable information (PII) (87%
US; 93% Canada).
4. Artificial Intelligence (AI)
and Machine Learning (ML):
-
- Significant majorities of advertisers are using or plan to use
AI/ML in their programmatic advertising strategies. More
specifically, in the US about 9 in 10 programmatic advertisers are
using or will use AI/ML for contextual targeting, to drive
performance and personalization. In Canada, about 9 in 10 are using or will use
AI/ML for custom ad creation, and again to drive performance and
personalization. These uses of AI/ML bode well for programmatic
audience engagement and the ability to drive the full-funnel
metrics cited earlier.
- Notably, 99% of US advertisers and 100% of Canadian advertisers
plan to maintain or increase their levels of investment in AI/ML
over the next 12 months. The better news is that significant shares
are expecting to increase their AI/ML spend (50% in the US and 69%
in Canada). This reflects the
optimism advertisers have for their widespread adoption of AI/ML
technologies going into 2024.
"We are excited to share the powerful results of AdTheorent's
'State of the Programmatic Advertising Industry Report,' conducted
with Advertiser Perceptions. The results reflect the enormous
opportunity across open-web programmatic advertising, specifically
its success driving business outcomes across the full funnel of
available digital tactics, including CTV," said Jim Lawson, CEO of AdTheorent. "It's promising
to see advertisers embrace and have success with privacy-forward
methods, including advancing their audience targeting strategies to
utilize ML-based audiences that are not reliant on IDs, which we
believe is the future of the industry."
"These research results demonstrate the growing importance of
programmatic advertising for brands and agencies across all
verticals," said Stuart
Schneiderman, EVP, Business Intelligence at Advertiser
Perceptions. "What our data shows is that advertisers are
prioritizing programmatic, connected TV and AI/ML and that they
will be sources of investment and success for many years to
come."
TO VIEW THE FULL WHITEPAPER, PLEASE VISIT:
https://info.adtheorent.com/state-of-the-advertising-industry
About the Research:
AdTheorent commissioned Advertiser
Perceptions to survey 250 US digital advertisers and 100 Canadian
digital advertisers from their Ad Pros Community. These advertisers
spend a minimum of $250K annually in
the US and $340K CAD in Canada on digital advertising and represent
programmatic decision makers across agencies, brands, product, and
service categories.
About AdTheorent
AdTheorent (Nasdaq: ADTH) uses
advanced machine learning technology and privacy-forward solutions
to deliver impactful advertising campaigns for marketers.
AdTheorent's machine learning-powered media buying platform powers
its predictive targeting, predictive audiences, geo-intelligence,
audience extension solutions and in-house creative capability,
Studio AT. Leveraging only non-sensitive data and focused on the
predictive value of machine learning models, AdTheorent's product
suite and flexible transaction models allow advertisers to identify
the most qualified potential consumers coupled with the optimal
creative experience to deliver superior results, measured by each
advertiser's real-world business goals.
AdTheorent is consistently recognized with numerous technology,
product, growth and workplace awards. AdTheorent was named
"Best Buy-Side Programmatic Platform" in the 2023 Digiday
Technology Awards and was honored with an AI Breakthrough Award and
"Most Innovative Product" (B.I.G. Innovation Awards) for five
consecutive years. Additionally, AdTheorent is the only
seven-time recipient of Frost & Sullivan's "Digital Advertising
Leadership Award." AdTheorent is headquartered in New York, with fourteen offices across
the United States and
Canada. For more information, visit adtheorent.com.
About Advertiser Perceptions
Advertiser Perceptions
provides research-based strategic market intelligence and expert
analysis to the media, advertising and ad tech industries. We
survey brand marketers, agency executives, media specialists and IT
leaders through our curated and proprietary Ad PROS™ community to
provide clients with an unbiased view of the market, competing
brands, and customer experiences. These actionable insights give
clients the confidence to inform both strategic and operational
decision-making to improve their products and services, strengthen
their brands, and drive higher ad-related
revenue. www.advertiserperceptions.com.
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SOURCE AdTheorent, Inc.