The pandemic has drastically impacted the world of programmatic advertising, disrupting established marketing trends and accelerating shifts in online consumer behavior and CTV developments.
If 2020 taught programmatic marketers anything, it’s that in 2021 and beyond, they must remain agile in the ways they reach consumers and measure the success of their campaigns. Programmatic teams are changing where and how they allocate budgets, reimagining TV advertising tactics and reconfiguring targeting and measurement approaches ahead of third-party cookie deprecation.
To uncover how programmatic advertisers are responding to new challenges and opportunities, AdTheorent and Digiday surveyed more than 100 brand and agency executives. This state of the industry report highlights what they told us, along with what experts have learned from adapting their tactics this past year.
Download this report to learn about:
- How 2020 impacted budgets and strategies
- How teams are navigating programmatic buying
- The benefits and obstacles within CTV
- Future-proofing measurement and addressability approaches
Sponsored by AdTheorent.