Brands and publishers are entering an era of privacy compliance and social responsibility, says Mimi Wotring, senior vice president/ publisher sales and client services at DoubleVerify.
“Reputation matters, and brands are thinking more about how suitability strategies align with their overall values and their desire for advertising that scales,” Wotring says in a year-end forecast. “The result of this in 2023 will center on creating more diverse content, innovation in privacy-friendly and brand suitable targeting strategies, and lastly, keeping a critical eye on sustainability in digital advertising.”
This will require a turn to contextual campaigns as a privacy-friendly option for buyers and sellers.
“While contextual advertising has been part of the digital landscape for some time, its challenges with scale have held it back,” Wotring contends. “Brands looking for new targeting methods in 2023 will look to utilize widely accepted contextual classification tools that allow for strategies to scale across publishers and platforms."
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Wotring also forecasts that 2023 will be the Year of Attention.
“Brands are hungry for metrics that accurately measure how users engage with creatives,” Wotring continues. “As the associated measurement technology reaches a saturation point, publishers that keep an eye on attention will be able to tell a more compelling story to buyers that are looking for a complete understanding of ad performance.”
Another Wotring prediction is growth of CTV.
“As users flock to CTV platforms, advertisers have been slower to follow due to quality measurement challenges,” she says.