Programmatic and content marketing will converge: The Interactive Advertising Bureau (IAB) spec OpenRTB 2.3, which enables the communication between DSPs [demand-side platforms] and SSPs [supply-side platforms] to scale the delivery of native ads in RTB [real-time bidding] environments, has gained widespread adoption and understanding in 2016.
OpenRTB 2.4, an iteration on 2.3, introduced another layer of sophistication to native programmatic through the establishment of context within feeds and the standardization of creative assets. These advancements (and future enhancements with OpenRTB 2.5) will be critical in 2017 because at the same time, marketing departments are investing heavily in creating high quality content for their customers.
An important convergence between programmatic and content is likely in 2017, when native ads become the driver behind distributing this content to the right target audiences. The connection of two of marketers’ highest priorities—connecting with consumers through content marketing, and reaching consumers at scale--will take center stage in 2017.
Advanced technologies will improve workflow efficiency and campaign measurement: When media budgets first started moving to digital, advertisers were enamored with the idea of precise campaign measurement and understanding ROI. And when programmatic was introduced, a previously unheard-of level of workflow efficiency was promised. While the industry has made major strides towards achieving these promises, we have yet to see the consolidation of all of these capabilities in one place. The “leap in value” promised by both of these technologies won’t be fully realized until 2017.
In 2017, the manifestation of an entire set of technologies will be consolidated in single platforms, and marketers will be able to leverage the full potential of programmatic and digital strategies. There will be advancements in productivity, enhancements in workflow efficiency, measurement and optimization and ultimately, better performance and results. Most importantly, marketers that don’t fully embrace these technologies will be left behind.