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Ad Tech refers to all those tools and technologies that are necessary to carry out advertising strategies.
Currently, having a digital presence has become more than a decisive factor in the growth of any company.
Within the current context, it has been shown that technology has become the trending tool for the development of the new coexistence, this has been greatly encouraged by the integration of at least 7 years of technological advances, only in one year, due to to social distancing forced by the global health crisis, which is why we now present you some of the Ad Tech trends for 2023.
It is worth mentioning that advertising technology, also known as Ad Tech, is the term as the tools and software are generally known, which are used to generate the expected impact within audiences, as well as to display and measure advertising campaigns. digital, in order to know what are the best processes to follow.
Meet some of the trends in Ad Tech for 2023
An important part of knowing some of the trends that are coming, for the following year, is because it is in this way that companies can better understand and anticipate the ever-changing way of consumption, as Martin Perelmuter points out, Head of Sales Latam of yahoo
“In the advertising industry, change happens quickly. And advertisers need solutions that allow them to continue planning, triggering and reporting their activity in a cookieless world. Below, we detail at least 4 trends that we will see consolidate in 2023 regarding technological innovations available to the industry”. Martin Perelmuter.
That is why we now present you some of the trends in Ad Tech for 2023.
- Identity: Next-generation solutions to achieve the unachievable: By the end of 2024, 75 percent of ads on the web will not be associated with any user identity. In fact, that figure already reaches 30 percent today. What can brands do in the face of this reality? Not surprisingly, many are already turning to alternative targeting solutions that don’t necessarily depend on whether a user is known or not.
- Measurement enhancements for Advanced TV (ATV): During 2022, not only did streaming services continue to proliferate and fragment, but advanced television (ATV) experienced monumental growth. In this context, the common denominator that the industry needs to refine is measurement across channels, devices, and streaming services.
- Programmatic DOOH: Integrated, automated and measurable campaigns in one place: Out Of Home (OOH) is experiencing a boost thanks to technology, to recover or exceed pre-pandemic levels of advertising investment. Statista forecasts indicate that by 2024 it will reach an investment of around 1,590 million dollars in Latin America. In this transformation of publicity, we have seen the “D” appear in front of “OOH” to configure the DOOH: Digital Out of Home
- Brand Sensitivity: the consolidation of Brand-Safety: In recent years, critical factors for society have been highlighted, such as diversity, equity and inclusion. Today, consumers demand greater care and attention from brands when it comes to any of these issues.
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