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AdExchanger’s Industry Preview 2016 was wrapped up yesterday. Detailing the digital advertising industry’s hot topics for the coming year, there were plenty of great quotes, predictions, and insights. This year in particular, topics such as programmatic TV, cross-device tracking, targeting, and measurement, ad blocking, ad fraud, and native advertising took center stage.
With digital spend out-pacing TV ad spend, it’s no wonder the industry is looking to bring an automated buying process to the TV sphere. What adds some complication is the advent of streaming devices like Apple TV, Amazon Fire TV and Chromecast.
Love @meganpagliuca simplified def of programmatic "plan, buy through tech using data" @Omnicom @Accuen_USA #IP2016
— Melinda McLaughlin (@MelOnMktg) January 20, 2016
Could programmatic TV be more effective in within these streaming services, where ads can be more targeted based upon individual channel subscriptions and user data? This could be the case, rather than making the current TV model more digital.
Looking forward to talking cross-device tracking, ad blocking, and native ads with @AdExchanger this morning. #industrypreview #IP2016
— Julie Brill (@JulieBrillFTC) January 21, 2016
A helpful primer: The Many Faces of Ad Fraud and How to Protect Yourself @centro #IP2016 https://t.co/CfuJmfKnub
— Kelly Wenzel (@kellywenzel) January 21, 2016
Since there is no current common measurement standard for cross-device measurement, problems arise in the trustworthiness of the data being collected. Furthermore, being able to link a single user throughout various screen in devices is proving difficult enough as it is.
#ip2016 Can #nativeadvertising be programmatic & remain native? Panel consensus? All agree that, No, it's site specific & is special.
— #DigitalNYC (@digitalnyc) January 20, 2016
"Content is the new creative; native is the new distribution." @NativoPlatform's @hchrisrooke #IP2016
— Jason Jedlinski (@JasonJedlinski) January 20, 2016
Native Advertising is on the rise as the next big ad unit. Native is coming up at tough but necessary time. The FTC recently released new guidelines, calling for more disclosure on native ads. With ad blocking software growing in usage, it’s intriguing how native ads are considered a solution to bypass ad blockers and engage customers. Going forward, how will blockers account for the various native forms?
Best nugget of the event "Better to be good than lucky" @robnorman #IP2016 @adexchanger @Centro
— Kelly Wenzel (@kellywenzel) January 21, 2016
So what should we take away from AdExchanger’s Industry Preview? 2016 will hopefully be packed with plenty of ad innovations and long awaited measurement standards.