Maya Schadeck, Senior Content Manager
5.12.2023
How Publishers Can Drive Commerce Media Success in 2024
Programmatic advertising has risen to prominence as a pivotal digital tool at the core of modern marketing strategies. The programmatic landscape is undergoing a rapid transformation, extending its reach beyond traditional online media to encompass realms such as connected TV, digital out-of-home, and audio. In this ever-evolving arena, staying attuned to what’s going on in the industry and driving commerce media success is of paramount importance.
As we bid farewell to third-party cookies, there’s an industry-wide rush to delineate the contours of a cookie-less world. While programmatic advertising is set to evolve, its role as an indispensable digital marketing instrument remains unshaken. In fact, Statista projects that global programmatic ad spend will soar beyond $700 billion in 2026. With each passing year, the synergy of advanced software and algorithms continues to infuse programmatic advertising, but what does progress entail in a post-cookie world?
Within the confines of this blog, let’s check out what the industry has to offer as we approach a new programmatic year. Look out for the following:
- Omnichannel is getting more beneficial
- Content is good, but context is better
- Building long-term relationships through transparency
- Data-driven decision making is non-negotiable
1. Omnichannel is getting more beneficial
In 2024, an omnichannel approach is no longer a buzzword. It’s a necessity. The lines between online and offline continue to blur, and successful brands will embrace this convergence. Advertisers have to engage with their end users on their preferred platforms in the most suitable context.Â
For example, an ad on sports equipment should be placed in the sports section of an online newspaper or on a blog that talks about sports. This makes sure that relevant ads are matched with the right end user, which increases the possibility for a conversion. This benefits not just the advertiser, but also the publisher, because this relevant ad was traded at a higher price.Â
This means, your commerce media strategy should be agile, catering to diverse channels and providing a consistent message and experience. The key is to meet your customers where they are, whether that’s on social media, marketplaces or mobile apps.Â
2. Content is good, but context is better
Quality content remains at the heart of programmatic advertising, and its effectiveness is maximized when it’s presented in the right context. Personalization and relevancy are paramount. Publishers who use data-driven insights to understand their customers better, anticipate their needs, and deliver content that resonates.Â
AI and machine learning are poised to take center stage in 2024, assuming a more prominent role in the business landscape. These powerful technologies will enable organizations to delve deeper into customer data, unlocking invaluable insights that empower them to craft highly personalized and targeted experiences. By harnessing the potential of AI and machine learning, publishers can better understand customer preferences and behavior, ultimately refining their marketing strategies and fostering stronger customer relationships.
In parallel, contextual marketing will continue to be a pivotal strategy in the upcoming year. By tailoring content to match each customer’s unique position in their buying journey, contextual marketing ensures that messages and offers resonate more effectively. This approach not only increases engagement but also enhances conversion rates, making it an indispensable tool for businesses seeking to maximize the impact of their marketing efforts in 2024.
3. Building long-term relationships through transparency
In the dynamic landscape of programmatic advertising, building long-term relationships requires a foundation of trust, and transparency.
In an era where consumers are increasingly vigilant about how their data is used, advertisers must prioritize transparency to establish credibility and foster enduring connections. By openly sharing information about the data collection and utilization processes, marketers not only comply with evolving privacy regulations but also empower consumers to make informed choices.Â
Transparent programmatic advertising not only builds trust with consumers but also strengthens partnerships with advertisers and publishers. In this mutually beneficial ecosystem, everyone involved understands the value exchange, leading to more effective campaigns, improved targeting, and ultimately, a sustainable and enduring relationship between all stakeholders.Â
Embracing transparency in programmatic advertising is not just a strategy; it’s a commitment to integrity that lays the groundwork for long-term success in the ever-evolving digital advertising landscape.
4. Data-driven decision making is non-negotiable
Data is the lifeline of successful programmatic advertising strategies. In 2024, businesses must harness the power of data to make informed decisions. Invest in analytics tools, and build a culture of data-driven decision making within your organization.Â
This is best done by partnering with a tech partner who has a highly proficient R&D team, the data, and the knowledge to analyze this data. To learn more, please check out this blog on building or buying your own solution.Â
This provides valuable insights into running campaigns. Publishers should measure the performance of campaigns, track customer behaviors, and gather insights to continuously refine their approach. Another useful tool is utilizing A/B testing, predictive analytics, and customer journey mapping to stay ahead of the curve.
Bottom line
As we venture into 2024, these four truths should serve as guiding principles for your programmatic advertising strategy in 2024. It’s no longer just about having a strong online presence; it’s about being agile, customer-centric, transparent, and data-driven. Adaptation and innovation will be the keys to staying competitive and thriving in the ever-evolving landscape of programmatic advertising.