As we’re approaching the end of 2019, it’s time to take stock of ad tech predictions and trends. Some of the predictions at the end of last year haven’t taken shape, and others have skyrocketed. Here are five trends we’re seeing right now.
1. Privacy as a focus
This trend is obvious. With GDPR in full-swing, it’s no surprise that companies are taking great care to make sure their ad tech strategy fits inside GDPR compliance. But it doesn’t end here. Starting January 1, 2020, the California Consumer Privacy Act takes effect. Companies can no longer ignore privacy in their digital marketing strategy. Privacy is still, and will continue to be, a top focus of ad tech. In fact, we recently covered the newly-release CCPA Industry Framework meant to provide standardization across the industry.
2. Homing in on data
The trend that won’t end: Big data. We still live in a time where many companies don’t know what to do with all the data they’re collecting. When it comes to ad tech, controlling and acting upon data is a key differentiator. The focus of data has shifted from collecting large amounts to actually being able to act on the data you’re collecting. SpotX helps make sense of first- and third-party audience data with the Audience Management Engine.
3. Keeping an eye on 5G
The growth of 5G has been slow, though the discussion around it makes the trend seem past-due. As the 5G rollout continues to take place, the ad tech industry can expect decreased latency, increased traffic, and more content consumption at a faster rate.
4. Growth of automated content recognition (ACR)
As more households ditch traditional cable, opting for smart TVs with streaming networks, the value of automatic content recognition is increasing. Companies will continue to focus on ACR to better engage with their customers and provide meaningful content and personalized advertisements. This targeted approach will increase the value of ad tech across the industry and make it possible to bridge linear and digital measurements.
5. Bring on augmented reality
Just recently released in alpha testing, YouTube has introduced an AR Beauty TryOn, demonstrating how ad tech simplifies a user’s experience while not seeming too invasive. The Beauty TryOn allows a user to see themselves trying on makeup while also viewing a makeup video tutorial in the same screen. This offering opens a wide range of potential ad space to users actively engaging with the screen.
As AR, ACR, 5G, data, and privacy take a front seat – we’re anxious to see what other trends enter the market. In an ever-changing ad tech world, it’s anyone’s guess what might be next.
This article 
was written by Amanda Boughey, product marketing manager at SpotX