Kristen Williams, senior director of strategic partnerships at SpotX, recently discussed the top data activation trends to watch in 2019 — from changing consumer expectations of ad experiences to new ad spot formats to shifts in the way advertising is transacted. Check out this video to learn more about our predictions for data activation in 2019. Additionally, you can read the full interview with Williams below.
What developments did the industry experience in 2018 with regards to data activation?
Year after year, we continue to see an increase in the number of ads users are exposed to. We’ve seen announcements from major broadcasters and media owners saying they’re going to limit the number of ad spots or offer new, creative formats — like “branded ad pods.”
While these are moves in the right direction, it’s not surprising that people are suffering from ad fatigue. To combat disruptive ads, we’ve seen an increase in the use of ad blockers globally. Ad blockers can make a dramatic impact on a media owner’s ability to monetize. In order to entice users away from ad blockers, media owners and advertisers must meet higher consumer expectations when it comes to ad experiences.
Advertisements must be engaging, not intrusive, and most importantly relevant. In order to be truly successful in making ads personalized and relevant, advertisers need to harness the power of data that’s available to them today.
A media owner’s audience and audience data is arguably is most valuable resource. Media owners have been challenged recently as they try to balance keeping their data secure to both ensure compliance with new regulation around consumer privacy and also to preserve and increase the value of their inventory.
Learn more: 2019 Video Advertising Trends white paper
What changes to we expect to see in 2019 regarding data activation?
We continue to see spends shift from the open marketplace to private marketplaces — brand safety and data privacy being major drivers. In 2015, only 15 percent of deals transacted in the private marketplace. In 2018, that was up almost to 70 percent.
Since so much inventory is only available in the private marketplace, this creates challenges for advertisers. Throughout 2019, advertisers will lean on technology to solve these issues.
Tools, such as the SpotX Audience Management Engine, are giving advertisers the ability to forecast against their first-party data both in the open marketplace and private marketplaces — yet still giving them the ability to keep their data secure and buy through their platform of choice.
Click here to learn more about how we expect traditional TV to evolve in 2019.
Check out the rest of our predictions for video advertising in 2019:
A Look Back on Ad Tech in 2018
Traditional TV Predictions for 2019
Brand Safety and Transparency Predictions for 2019
CTV and OTT Predictions for 2019 (coming soon)