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1、Commissioned report byTHE STATE OFTHE PROGRAMMATICADVERTISING INDUSTRYEmbracing privacy-forward targeting approaches,CTV and AI/ML-based technologies2INTRODUCTIONLeading ML-powered programmatic DSP AdTheorent partnered with strategic intelligence firm Advertiser Perceptions(AP)to research the state

2、of the programmatic advertising industry with the goal of understanding how brand and agency advertisers in the US and Canada are evolving their programmatic strategies and leveraging new channels.This whitepaper shares key research findings related to advertiser adoption and plans for adoption of C

3、TV,privacy strategies and artificial intelligence/machine learning(AI/ML)solutions.Programmatic advertising goals and KPIs Programmatic priorities How programmatic investments will change over the next 12 months Benefits of buying connected television/CTV programmatically CTV attribution tracking CT

4、V usage for full-funnel objectives Steps taken to adapt programmatic strategies to align with privacy restrictions Identifying audiences in a post-cookie world Use of artificial intelligence(AI)/machine learning(ML)for programmatic advertising AI/ML investments expected over next 12 monthsThis white

5、paper provides insights across each of the research topics.While we found many consistencies between advertisers in the US and Canada,we will also highlight differences between markets where appropriate.KEY RESEARCH OBJECTIVESAND REPORTED AREAS3PROGRAMMATIC ADVERTISINGProgrammatic advertising is not

6、 simply a technology-driven approach that reduces human involvement in planning and buying across media channels.It is a critical driver of growth.This becomes obvious when considering advertisers programmatic goals.Advertisers commonly expect to drive brand lift(e.g.,awareness),sales and advanced d

7、igital actions(e.g.,online sales,completing a form or application),reflecting the full-funnel opportunity offered by programmatic advertising.Beyond this,there are some notable differences between the US and Canada.In the US,the most popular goal is audience delivery.US-based advertisers leverage pr

8、ogrammatic to meet their target audience goals.Such goals can be measured by impressions served,reach and frequency,digital campaign ratings,etc.This also demonstrates the importance US-based advertisers place on the scale of their programmatic advertising channels and targetable audiences.Another i

9、nteresting difference is the greater popularity in the US market of advanced digital action goals.This gap reflects an opportunity in Canada,where basic digital action goals exceed advanced actions.There is an opportunity for advertisers to find partners who can achieve advanced digital actions via

10、programmatic channels.We also sought to understand how advertisers approach programmatic when thinking about the purchase funnel.What types of campaigns are they running?Do they limit programmatic advertising to a certain part of the funnel?The answer aligns well with the popularity of brand-awarene

11、ss and sales-lift goals.Half of advertisers in the US and Canada include programmatic across all campaign types(upper,mid and lower funnel).US advertisers are somewhat more likely to associate programmatic with lower-funnel campaigns,which again could present an opportunity for advertisers in Canada

12、 which may be underutilizing this conversion-focused approach.PROGRAMMATIC ADVERTISING GOALSQA5.Which of the following goals do you aim to achieve using programmatic?Base:Total Respondents(251)QA4.For which types of campaigns would your company/main client include programmatic advertising in the med

13、ia plan?Base:Total Respondents(251)55%52%51%47%46%44%43%38%34%24%Sales liftViewability rateAudience deliveryBasic Digital ActionUnique reachGuaranteed viewsAdvanced Digital ActionLocation AttributionLow CPABrand lift59%53%52%49%45%44%41%39%33%28%Audience deliverySales liftAdvanced Digital ActionUniq

14、ue reachViewability rateBasic Digital ActionGuaranteen viewsLocation AttributionLow CPABrand liftPROGRAMMATIC ADVERTISING BY CAMPAIGN TYPE50%33%30%13%All campaign typesTop of funnelLower funnelMid funnelAll campaign typesTop of funnelLower funnelMid funnel49%29%28%22%4VALUABLE PROGRAMMATIC KPIsQA6.W

15、hich KPIs are valuable to your company/main client in your programmatic marketing?Base:Total Respondents(251)68%61%58%56%54%40%32%Business outcomesCost per actionConversionsImpressionsVideo completesROASClicks62%58%51%49%49%48%45%Business outcomesImpressionsROASCost per actionClicksVideo completesCo

16、nversionsPROGRAMMATIC AD PRIORITIES FOR THE NEXT YEARQA9.What are your companys/main clients key priorities over the next year related to programmatic advertising?Base:Total Respondents(251)61%61%52%51%40%37%Audience qualityPerformancePrivacy-forward targetingCTV strategiesTransparencyFull-funnel ap

17、proaches68%59%52%42%36%36%PerformanceFull-funnel approachesTransparencyPrivacy-forward targetingCTV strategiesAudience qualityDrilling into top programmatic KPIs,we find business outcomes are most popular in the US and Canada.Consistent with lower-funnel being underutilized in Canada,we find that co

18、nversions are also a less popular KPI in Canada.Beyond business outcomes,we find a wide range of KPIs are popular across markets,including more advanced metrics like return on ad spend(ROAS)and cost per action(CPA).Programmatic advertisers do not typically rely solely on clicks to measure the impact

19、 of their investments.This leads us to assess how these advertisers are thinking about their programmatic investments moving forward.As part of our study,we asked advertisers to share their programmatic forecasts for the next 12 months(i.e.,H2 2023 through H1 2024).We start with their programmatic p

20、riorities.What will be most important over the coming year?Although the order differs across markets,advertisers focus for the coming year prioritizes performance,audience quality and full-funnel approaches.Certainly,performance and audience quality are related.Without audience quality,performance w

21、ill be suboptimal.The theme of full-funnel continues to be an opportunity for programmatic advertising.At a time of economic uncertainty,advertisers are prioritizing telling their brands stories and driving conversions.This represents a key efficiency and advantage of programmatic.5While advertisers

22、 operate in a time of economic uncertainty,the impact may not be felt in their programmatic investments.With the uses and benefits of programmatic described above,this critical approach is expected to continue to attract significant investment over the next 12 months.A slight majority of advertisers

23、 in the US and Canada expect to increase their programmatic investments in the short term.And,of those that do not plan to spend more,most will at least maintain their current investments.Considering the state of these economies,this reflects favorably on the power and benefits of programmatic adver

24、tising.QA12.Will your companys/main clients investment in programmatic advertising be increasing,remaining relatively the same or decreasing over the next 12 months?Base:Total Respondents(251)INVESTMENT IN PROGRAMMATIC ADS IN THE NEXT 12 MONTHS39%7%5%23%Decreasing investmentInvestment will be about

25、the sameIncreasing investment72%54%6CONNECTED TVWhile our research began with a broad view of programmatic advertising,we also focused on Connected TV(CTV)programmatic advertising more specifically.As consumer adoption and use of CTV has increased,advertisers have followed.We wanted to assess whethe

26、r the value is still there,and how advertisers are thinking about CTV moving forward.We begin with the benefits of buying CTV programmatically.What successes are advertisers experiencing,especially compared to other buying methods and media?TRACKING CTV CAMPAIGN ATTRIBUTION68%60%52%35%Business outco

27、mesVideo completesCPAROAS/ACOSVideo completesROAS/ACOSCPABusiness outcomes65%63%55%41%BENEFITS OF BUYING CTV INVENTORY PROGRAMMATICALLYQA15.What are the benefits,if any,of buying OTT/CTV inventory programmatically?Base:Programmatic Spent on CTV in 2023(62)53%50%45%45%45%44%39%32%29%27%Ability to rea

28、ch target audiencesAbility to activate one videocampaign across multiple propertiesGreater control,flexibilityover the ad buyEasier to measurecampaign performanceEasier campaigntargeting and optimizationBetter pricingAbility to upload first-party dataBetter ROI/ROASBetter access to third-party data

29、setsEasier to achieve scale/reach47%42%42%42%41%40%38%36%34%31%Ability to reach target audiencesEasier campaigntargeting and optimizationGreater control,flexibilityover the ad buyAbility to activate one videocampaign across multiple propertiesEasier to achieve scale/reachBetter pricingEasier to meas

30、urecampaign performanceBetter access to third-party data setsAbility to upload first-party dataBetter ROI/ROASThe percentages sum to far greater than 100%in each market.This indicates that advertisers experience multiple benefits when buying CTV inventory programmatically.Both markets lead with the

31、ability to reach target audiences as the most popular benefit.Where we find a big difference is achieving better ROI/ROAS.As noted above,in Canada ROAS is much less likely to be a key programmatic KPI.We see here that it is also much less likely a benefit compared to the US.Again,this reflects a mor

32、e mature market in the US,and an opportunity for Canadian advertisers to measure and deliver on CTV programmatic returns,however defined.A way to understand returns is to assess what advertising is working where.More specifically,how do advertisers track CTV campaign attribution?Our data suggests th

33、at advertisers use multiple ways to measure attribution,some methods being more advanced than others.QA21.How do you track CTV campaign attribution?Base:Programmatic Spent on CTV in 2023(197)719%7%3%5%5%58%QA20.Are you interested in CTV to drive superior performance when used as part of a full-funne

34、l approach vs.using CTV as an upper-funnel tactic alone?Base:Programmatic Spent on CTV in 2023(197)Very interestedSomewhat interestedSomewhat uninterestedFULL FUNNEL VS.UPPER FUNNEL USAGE OF CTV32%48%23%Very uninterestedNot sureAs for the advanced,business outcomes and ROAS/Advertising Cost of Sales

35、(ACOS)are among the lead attribution methods.However,we still see a role for video completes,especially in the US.Similar to clicks cited earlier,this is a low hanging fruit metric that may not give much insight into what is working,where and for which consumers.This presents an education opportunit

36、y for programmatic partners about how clients can best measure attribution,with an emphasis on ways that can be optimized and acted upon.Earlier we assessed the full-funnel opportunity that advertisers enjoy across programmatic channels.We also took a look at determining advertiser demand to leverag

37、e CTV for full-funnel approaches,versus focusing on the channel for upper-funnel campaigns only.A vast majority in the US(71%)and Canada(90%)are somewhat or very interested.The ability to reach goals across the funnel through CTV is a strategy that should continue to grow.8PRIVACY+IDENTITYAdvertiser

38、s are faced with difficult task of succeeding in an environment of increasing privacy restrictions;from a cookieless future to the demise of mobile ad identifiers(MAIDS),to stricter limitations on what data can be collected from consumers.Adding to the complexity,restrictions vary by state and count

39、ry.How prepared advertisers are today will have a significant impact on how successful they are tomorrow in providing engaging experiences to consumers.First,we look back over the past 12 months to identify the steps organizations have taken to adapt their programmatic strategies to these restrictio

40、ns.The good news is that advertisers in the US and Canada have taken multiple actions,developing or partnering with providers not dependent on consumers personal data for targeting.About half are or will leverage contextual targeting and increasing efforts to collect first-party data in an effort to

41、 move away from third-party-provided user data.We believe these tactics will only grow over time,as more organizations seek ways to succeed in increasingly restricted environments.We also believe advertisers will evolve in how they identify their target audiences.A majority in each market expressed

42、interest across various techniques to identify audiences,with the highest level of interest being the use of ML-based audiences that are not reliant on IDs or personally identifiable information(PII).This widespread interest of the majorities reflects that it is still early days,as organizations ass

43、ess different techniques.Also note for most techniques,those somewhat interested tends to be greater than those very interested.This may be another indicator of the early-stage nature of this assessment.This also presents another opportunity for partners to educate clients about which techniques wor

44、k best and why.QA25.Over the past 12 months,what steps have you taken to adapt your programmatic strategy to ongoing industry privacy restrictions(loss of third-party cookies,Apples iOS updates,etc.)?Base:Total Respondents(251)QA32.How interested are you in using the following techniques or tactics

45、to identify audiences moving forward?Base:Total Respondents(251)STEPS TAKEN TO ADAPT PROGRAMMATIC STRATEGY TO ONGOING INDUSTRY PRIVACY RESTRICTIONSINTEREST IN USING TECHNIQUES TO IDENTIFY AUDIENCESDeveloping or partnering withproviders not dependent onpersonal data for targetingDeveloping or partner

46、ing forfirst-party solutions such as sitesign-ins and email newslettersDeveloping or partnering forcontextual targeting solutions tocomplement behavioral targetingDeveloping or partnering withproviders not dependent onpersonal data for targetingDeveloping or partnering forfirst-party solutions such

47、as sitesign-ins and email newslettersDeveloping or partnering forcontextual targeting solutions tocomplement behavioral targeting59%51%47%65%53%50%ML based audiencesnot reliant on IDs or PIIIP addressesSingle sign onDigital fingerprintingHashed emailsML based audiencesnot reliant on IDs or PIIIP add

48、ressesSingle sign onDigital fingerprintingHashed emails51%42%SomewhatinterestedVery interested29%29%42%45%35%51%41%48%35%51%37%51%27%59%26%49%25%54%87%86%84%86%79%93%87%89%88%75%9ARTIFICIAL INTELLIGENCE/MACHINE LEARNINGOne of the biggest trends impacting advertising is the application of artificial

49、intelligence/machine learning(AI/ML).In our work,we wanted to gain a better understanding of what AI/ML technologies are being used in programmatic advertising,and what may be adopted in the next 12 months.We find that significant majorities are using or plan to use AI/ML in their programmatic adver

50、tising.More specifically,in the US about 9 in 10 programmatic advertisers are using or will use AI/ML for contextual targeting,to drive performance and personalization.In Canada,about 9 in 10 are using or will use AI/ML for custom ad creation,and again to drive performance and personalization.These

51、uses of AI/ML bode well for programmatic audience engagement and the ability to drive the full-funnel metrics cited earlier.Notably,99%of US advertisers and 100%of Canadian advertisers plan to maintain or increase their levels of investment in AI/ML over the next 12 months.The better news is the sig

52、nificant shares expecting to increase their AI/ML spend,especially in Canada.This reflects the optimism advertisers have for their widespread adoption of AI/ML technologies going into 2024.QA36.Do you expect your companys/main clients investment in AI/ML advertising technologies to increase,stay the

53、 same or decrease in the next 12 months?Base:Knowledgeable about AI/ML Technologies(232)INVESTMENT IN AI/ML TECHNOLOGIES39%31%IncreaseStay the sameDecrease69%QA32.How interested are you in using the following techniques or tactics to identify audiences moving forward?Base:Total Respondents(251)USAGE

54、 OF AI/ML TECHNOLOGIES IN PROGRAMMATIC ADVERTISINGContextual targetingDrive performancePersonalizationCustom ad creationCustom contentgenerationCustom ad creationDrive performancePersonalizationCustom contentgenerationContextual targeting54%38%8%Not using butplan to use innext 12 monthsNot using and

55、dont plan toCurrently using53%36%49%41%10%49%44%48%38%47%45%46%36%45%45%44%38%Dynamic pricingDynamic pricing43%43%7%8%10%14%37%44%50%39%10%15%19%19%19%12%49%1%50%10CONCLUSIONSThis research covered a lot of ground,focusing on topics of great interest to advertisers across industries.Several key takea

56、ways emerged from our data.Programmatic advertising is critical,and advertisers see its value in driving business outcomes for their brands.Advertisers think of programmatic for full-funnel,with brand lift and sales lift being key goals.The majority we surveyed expect to increase their programmatic

57、spend over the next 12 months,proof positive of the value of programmatic channels.Buying CTV inventory programmatically sees significant advantages,with the opportunity to grow even more.A top advantage of CTV is its ability for advertisers to reach their target audiences.Consistent with programmat

58、ic in general,advertisers indicate strong interest in leveraging CTV programmatically for full-funnel goals.A majority of advertisers are taking steps to deal with privacy regulations and ID resolution.The most common strategy is to partner with providers not dependent on personal data for targeting

59、.Approaches like contextual targeting will increase in reliance,and interest is high across different techniques to identify audiences,indicating continued experimentation as advertisers seek best practices.The use of AI/ML in programmatic advertising is on the rise,and will continue to increase in

60、2024.Contextual targeting,driving performance and custom ad creation are among the most popular uses of AI/ML.The majority of advertisers plan to increase their investments in AI/ML going into 2024.Some of the more popular use cases in the near future will include dynamic pricing,custom content gene

61、ration and personalization.Our research shows AI/ML not to be hype,but technologies that will be table stakes for advertisers to succeed.RESEARCH METHODOLOGYAdTheorent commissioned Advertiser Perceptions to survey 250 US digital advertisers and 100 Canadian digital advertisers from their Ad Pros Com

62、munity.These advertisers spend a minimum of$250K annually in the US and$340K CAD in Canada on digital advertising and represent programmatic decision makers across agencies,brands,product and service categories.11ABOUT ADVERTISER PERCEPTIONSAdvertiser Perceptions is the leader in providing research-

63、based strategic market intelligence to the complex and dynamic media,advertising,and ad tech industries.Our curated,proprietary Ad PROS Network and deep relationships with the largest advertisers provide clients with an unbiased view of the market,their brand,and the competition.Our experts provide

64、timely and actionable guidance enabling clients to improve their products and services,strengthen their brands,and drive more revenue.ABOUT ADTHEORENTAdTheorent(Nasdaq:ADTH)uses advanced machine learning technology and privacy-forward solutions to deliver impactful advertising campaigns for marketer

65、s.AdTheorents machine learning-powered media buying platform powers its predictive targeting,predictive audiences,geo-intelligence,audience extension solutions and in-house creative capability,Studio AT.Leveraging only non-sensitive data and focused on the predictive value of machine learning models

66、,AdTheorents product suite and flexible transaction models allow advertisers to identify the most qualified potential consumers coupled with the optimal creative experience to deliver superior results,measured by each advertisers real-world business goals.AdTheorent is consistently recognized with n

67、umerous technology,product,growth and workplace awards.AdTheorent was named“Best Buy-Side Programmatic Platform”in the 2023 Digiday Technology Awards and was honored with an AI Breakthrough Award and Most Innovative Product(B.I.G.Innovation Awards)for five consecutive years.Additionally,AdTheorent is the only seven-time recipient of Frost&Sullivans Digital Advertising Leadership Award.AdTheorent is headquartered in New York,with fourteen locations across the United States and Canada.PRESS CONTACTFor more information,visit