AdTheorent：廣告程序化購買行業(yè)報(bào)告

Commissionedreportby

THESTATEOF

THEPROGRAMMATIC

ADVERTISINGINDUSTRY

Embracingprivacy-forwardtargetingapproaches,

CTVandAI/ML-basedtechnologies

INTRODUCTION

LeadingML-poweredprogrammaticDSPAdTheorentpartneredwithstrategicintelligencefirmAdvertiserPerceptions(AP)to

researchthestateoftheprogrammaticadvertisingindustrywiththegoalofunderstandinghowbrandandagencyadvertisersintheUSandCanadaareevolvingtheirprogrammaticstrategiesandleveragingnewchannels.Thiswhitepapershareskey

researchfindingsrelatedtoadvertiseradoptionandplansfor

adoptionofCTV,privacystrategiesandartificialintelligence/machinelearning(AI/ML)solutions.

KEYRESEARCHOBJECTIVES

ANDREPORTEDAREAS

?ProgrammaticadvertisinggoalsandKPIs

?Programmaticpriorities

?Howprogrammaticinvestmentswillchangeoverthenext12months

?Benefitsofbuyingconnectedtelevision/CTVprogrammatically

?CTVattributiontracking

?CTVusageforfull-funnelobjectives

?Stepstakentoadaptprogrammaticstrategiestoalignwithprivacyrestrictions

?Identifyingaudiencesinapost-cookieworld

?Useofartificialintelligence(AI)/machinelearning(ML)forprogrammaticadvertising

?AI/MLinvestmentsexpectedovernext12months

Thiswhitepaperprovidesinsightsacrosseachoftheresearchtopics.WhilewefoundmanyconsistenciesbetweenadvertisersintheUSandCanada,wewillalsohighlightdifferences

betweenmarketswhereappropriate.

◎fDiHeoenr

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PROGRAMMATICADVERTISINGGOALS

PROGRAMMATICADVERTISINGBYCAMPAIGNTYPE

Saleslift

Brandlift

Viewabilityrate

Audiencedelivery

BasicDigitalAction

Uniquereach

Guaranteedviews

AdvancedDigitalAction

LocationAttribution

LowCPA

QA5.Whichofthefollowinggoalsdoyouaimtoachieveusingprogrammatic?

Base:TotalRespondents(251)

AudiencedeliveryBrandliftSaleslift

AdvancedDigitalActionUniquereach

ViewabilityrateBasicDigitalActionGuaranteenviewsLocationAttribution

LowCPA

59%

55%

53%

52%

52%

51%

49%

47%

45%

46%

44%

44%

41%

43%

39%

38%

33%

34%

28%

24%

Allcampaigntypes

Midfunnel

Topoffunnel

Lowerfunnel

QA4.Forwhichtypesofcampaignswouldyour[company/mainclient]includeprogrammaticadvertisinginthemediaplan?Base:TotalRespondents(251)

Allcampaigntypes

Midfunnel

TopoffunnelLowerfunnel

49%

50%

29%

33%

28%

30%

22%

13%

PROGRAMMATICADVERTISING

Programmaticadvertisingisnotsimplyatechnology-drivenapproachthatreduceshumaninvolvementinplanningandbuyingacrossmediachannels.Itisacriticaldriverofgrowth.Thisbecomesobviouswhenconsideringadvertisers’programmaticgoals.

Advertiserscommonlyexpecttodrivebrandlift(e.g.,awareness),salesandadvanceddigitalactions(e.g..,onlinesales,

completingaformorapplication),reflectingthefull-funnelopportunityofferedbyprogrammaticadvertising.Beyondthis,therearesomenotabledifferencesbetweentheUSandCanada.IntheUS,themostpopulargoalisaudiencedelivery.US-basedadvertisersleverageprogrammatictomeettheirtargetaudiencegoals.Suchgoalscanbemeasuredbyimpressionsserved,reachandfrequency,digitalcampaignratings,etc.ThisalsodemonstratestheimportanceUS-basedadvertisersplaceonthescaleoftheirprogrammaticadvertisingchannelsandtargetableaudiences.

AnotherinterestingdifferenceisthegreaterpopularityintheUSmarketofadvanceddigitalactiongoals.ThisgapreflectsanopportunityinCanada,wherebasicdigitalactiongoalsexceedadvancedactions.Thereisanopportunityforadvertiserstofindpartnerswhocanachieveadvanceddigitalactionsviaprogrammaticchannels.

Wealsosoughttounderstandhowadvertisersapproachprogrammaticwhenthinkingaboutthepurchasefunnel.Whattypesofcampaignsaretheyrunning?Dotheylimitprogrammaticadvertisingtoacertainpartofthefunnel?

Theansweralignswellwiththepopularityofbrand-awarenessandsales-liftgoals.HalfofadvertisersintheUSandCanada

includeprogrammaticacrossallcampaigntypes(upper,midandlowerfunnel).USadvertisersaresomewhatmorelikelyto

associateprogrammaticwithlower-funnelcampaigns,whichagaincouldpresentanopportunityforadvertisersinCanadawhichmaybeunderutilizingthisconversion-focusedapproach.

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61%

68%

61%

59%

52%

52%

51%

42%

40%

36%

37%

36%

DrillingintotopprogrammaticKPIs,wefindbusinessoutcomesaremostpopularintheUSandCanada.Consistentwithlower-funnelbeingunderutilizedinCanada,wefindthatconversionsarealsoalesspopularKPIinCanada.

VALUABLEPROGRAMMATICKPIs

Businessoutcomes

Conversions

Impressions

ROAS

Costperaction

Clicks

Videocompletes

QA6.WhichKPIsarevaluabletoyour[company/mainclient]inyourprogrammaticmarketing?

Base:TotalRespondents(251)

Businessoutcomes

Clicks

CostperactionConversions

Impressions

VideocompletesROAS

40%

49%

49%

48%

45%

32%

68%

61%

62%

58%

51%

58%

56%

54%

Beyondbusinessoutcomes,wefindawiderangeofKPIsarepopularacrossmarkets,includingmoreadvancedmetricslikereturnonadspend(ROAS)andcostperaction(CPA).Programmaticadvertisersdonottypicallyrelysolelyonclickstomeasuretheimpactoftheirinvestments.Thisleadsustoassesshowtheseadvertisersarethinkingabouttheirprogrammaticinvestmentsmovingforward.

Aspartofourstudy,weaskedadvertiserstosharetheirprogrammaticforecastsforthenext12months(i.e.,H22023throughH12024).Westartwiththeirprogrammaticpriorities.Whatwillbemostimportantoverthecomingyear?

PROGRAMMATICADPRIORITIESFORTHENEXTYEAR

Audiencequality

Full-funnelapproaches

Performance

Privacy-forwardtargetingCTVstrategies

Transparency

QA9.Whatareyour[company’s/mainclient’s]keyprioritiesoverthenextyearrelatedtoprogrammaticadvertising?

Base:TotalRespondents(251)

Performance

Audiencequality

Full-funnelapproaches

Transparency

Privacy-forwardtargetingCTVstrategies

Althoughtheorderdiffersacrossmarkets,advertisers’focusforthecomingyearprioritizesperformance,audiencequalityandfull-funnelapproaches.Certainly,performanceandaudiencequalityarerelated.Withoutaudiencequality,performancewillbesuboptimal.The

themeoffull-funnelcontinuestobeanopportunityforprogrammaticadvertising.Atatimeofeconomicuncertainty,advertisersareprioritizingtellingtheirbrands’storiesanddrivingconversions.Thisrepresentsakeyefficiencyandadvantageofprogrammatic.

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Whileadvertisersoperateinatimeofeconomicuncertainty,theimpactmaynotbefeltintheirprogrammaticinvestments.Withtheusesandbenefitsofprogrammaticdescribedabove,thiscriticalapproachisexpectedtocontinuetoattract

significantinvestmentoverthenext12months.

23%

5%

INVESTMENTINPROGRAMMATICADSINTHENEXT12MONTHS

7%

Increasinginvestment

Investmentwillbeaboutthesame

72%

Decreasinginvestment

QA12.Willyour[company’s/mainclient’s]investmentinprogrammaticadvertisingbeincreasing,remainingrelativelythesameordecreasingoverthenext12months?Base:TotalRespondents(251)

39%

54%

AslightmajorityofadvertisersintheUSandCanadaexpecttoincreasetheirprogrammaticinvestmentsintheshortterm.And,ofthosethatdonotplantospendmore,mostwillatleastmaintaintheircurrentinvestments.Consideringthestateofthese

economies,thisreflectsfavorablyonthepowerandbenefitsofprogrammaticadvertising.

Aadvert·ser

perception

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Abilitytoreachtargetaudiences

BetterROI/ROAS

EasiercampaigntargetingandoptimizationGreatercontrol,flexibilityovertheadbuy

Abilitytoactivateonevideocampaignacrossmultipleproperties

Easiertoachievescale/reach

Betterpricing

Easiertomeasurecampaignperformance

Betteraccesstothird-partydatasets

Abilitytouploadfirst-partydata

47%

42%

42%

42%

41%

40%

38%

36%

34%

31%

Abilitytoreachtargetaudiences

Easiertoachievescale/reach

Abilitytoactivateonevideo

campaignacrossmultipleproperties

Greatercontrol,flexibility

overtheadbuy

Easiertomeasure

campaignperformance

Easiercampaign

targetingandoptimization

Betterpricing

Abilitytouploadfirst-partydata

BetterROI/ROAS

Betteraccesstothird-partydatasets

45%

44%

45%

45%

29%

27%

39%

32%

53%

50%

QA15.Whatarethebenefits,ifany,ofbuyingOTT/CTVinventoryprogrammatically?Base:ProgrammaticSpentonCTVin2023(62)

65%

68%

VideocompletesBusinessoutcomes

ROAS/ACOS

CPA

BusinessoutcomesROAS/ACOS

Videocompletes

CPA

63%

60%

55%

52%

41%

35%

QA21.HowdoyoutrackCTVcampaignattribution?Base:ProgrammaticSpentonCTVin2023(197)

CONNECTEDTV

Whileourresearchbeganwithabroadviewofprogrammaticadvertising,wealsofocusedonConnectedTV(CTV)programmatic

advertisingmorespecifically.AsconsumeradoptionanduseofCTVhasincreased,advertisershavefollowed.Wewantedtoassesswhetherthevalueisstillthere,andhowadvertisersarethinkingaboutCTVmovingforward.

WebeginwiththebenefitsofbuyingCTVprogrammatically.Whatsuccessesareadvertisersexperiencing,especiallycomparedtootherbuyingmethodsandmedia?

BENEFITSOFBUYINGCTVINVENTORYPROGRAMMATICALLY

Thepercentagessumtofargreaterthan100%ineachmarket.Thisindicatesthatadvertisersexperiencemultiplebenefitswhen

buyingCTVinventoryprogrammatically.Bothmarketsleadwiththeabilitytoreachtargetaudiencesasthemostpopularbenefit.

WherewefindabigdifferenceisachievingbetterROI/ROAS.Asnotedabove,inCanadaROASismuchlesslikelytobeakey

programmaticKPI.WeseeherethatitisalsomuchlesslikelyabenefitcomparedtotheUS.Again,thisreflectsamorematuremarketintheUS,andanopportunityforCanadianadvertiserstomeasureanddeliveronCTVprogrammaticreturns,howeverdefined.

Awaytounderstandreturnsistoassesswhatadvertisingisworkingwhere.Morespecifically,howdoadvertiserstrackCTVcampaignattribution?Ourdatasuggeststhatadvertisersusemultiplewaystomeasureattribution,somemethodsbeingmoreadvancedthanothers.

TRACKINGCTVCAMPAIGNATTRIBUTION

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Asfortheadvanced,businessoutcomesandROAS/AdvertisingCostofSales(ACOS)areamongtheleadattributionmethods.However,westillseearoleforvideocompletes,especiallyintheUS.Similartoclickscitedearlier,thisisalowhangingfruit

metricthatmaynotgivemuchinsightintowhatisworking,whereandforwhichconsumers.Thispresentsaneducation

opportunityforprogrammaticpartnersabouthowclientscanbestmeasureattribution,withanemphasisonwaysthatcanbeoptimizedandactedupon.

Earlierweassessedthefull-funnelopportunitythatadvertisersenjoyacrossprogrammaticchannels.WealsotookalookatdeterminingadvertiserdemandtoleverageCTVforfull-funnelapproaches,versusfocusingonthechannelforupper-funnelcampaignsonly.

FULLFUNNELVS.UPPERFUNNELUSAGEOFCTV

3%

7%

23%

Somewhatinterested

19%

Somewhatuninterested

58%

Veryuninterested

Notsure

QA20.AreyouinterestedinCTVtodrivesuperiorperformancewhenusedaspartofafull-funnelapproachvs.usingCTVasanupper-funneltacticalone?Base:ProgrammaticSpentonCTVin2023(197)

Veryinterested

5%5%

48%

32%

AvastmajorityintheUS(71%)andCanada(90%)aresomewhatorveryinterested.TheabilitytoreachgoalsacrossthefunnelthroughCTVisastrategythatshouldcontinuetogrow.

perception

Aadvert·ser

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Developingorpartneringwithprovidersnotdependentonpersonaldatafortargeting

Developingorpartneringforcontextualtargetingsolutionstocomplementbehavioraltargeting

Developingorpartneringforfirst-partysolutionssuchassite sign-insandemailnewsletters

65%

53%

50%

Developingorpartneringwithprovidersnotdependentonpersonaldatafortargeting

Developingorpartneringforcontextualtargetingsolutionstocomplementbehavioraltargeting

Developingorpartneringforfirst-partysolutionssuchassite sign-insandemailnewsletters

59%

51%

47%

QA25.Overthepast12months,whatstepshaveyoutakentoadaptyourprogrammaticstrategytoongoingindustryprivacyrestrictions(lossofthird-partycookies,Apple’siOSupdates,etc.)?Base:TotalRespondents(251)

INTERESTINUSINGTECHNIQUESTOIDENTIFYAUDIENCES

29%29%87% 35%51%86% 35%51%84% 27%59%86% 25%54%79%

QA32.Howinterestedareyouinusingthefollowingtechniquesortacticstoidentifyaudiencesmovingforward?Base:TotalRespondents(251)

MLbasedaudiencesnotreliantonIDsorPII

IPaddresses SinglesignonDigitalfingerprinting

Hashedemails

93%

87%

MLbasedaudiencesnotreliantonIDsorPII

IPaddresses SinglesignonDigitalfingerprinting

Hashedemails

51%

42%

42%

45%

Veryinterested

89%

41%

48%

Somewhatinterested

88%

37%

51%

75%

26%

49%

PRIVACY+IDENTITY

Advertisersarefacedwithdifficulttaskofsucceedinginanenvironmentofincreasingprivacyrestrictions;fromacookielessfuturetothedemiseofmobileadidentifiers(MAIDS),tostricterlimitationsonwhatdatacanbecollectedfromconsumers.Addingtothe

complexity,restrictionsvarybystateandcountry.Howpreparedadvertisersaretodaywillhaveasignificantimpactonhowsuccessfultheyaretomorrowinprovidingengagingexperiencestoconsumers.

First,welookbackoverthepast12monthstoidentifythestepsorganizationshavetakentoadapttheirprogrammaticstrategiestotheserestrictions.ThegoodnewsisthatadvertisersintheUSandCanadahavetakenmultipleactions,developingorpartneringwithprovidersnotdependentonconsumers’personaldatafortargeting.

STEPSTAKENTOADAPTPROGRAMMATICSTRATEGYTOONGOINGINDUSTRYPRIVACYRESTRICTIONS

Abouthalfareorwillleveragecontextualtargetingandincreasingeffortstocollectfirst-partydatainanefforttomoveawayfromthird-party-provideduserdata.Webelievethesetacticswillonlygrowovertime,asmoreorganizationsseekwaystosucceedinincreasinglyrestrictedenvironments.

Wealsobelieveadvertiserswillevolveinhowtheyidentifytheirtargetaudiences.Amajorityineachmarketexpressedinterestacrossvarioustechniquestoidentifyaudiences,withthehighestlevelofinterestbeingtheuseofML-basedaudiencesthatarenotreliantonIDsorpersonallyidentifiableinformation(PII).

Thiswidespreadinterestofthemajoritiesreflectsthatitisstillearlydays,asorganizationsassessdifferenttechniques.Alsonoteformosttechniques,thosesomewhatinterestedtendstobegreaterthanthoseveryinterested.Thismaybeanotherindicatorofthe

early-stagenatureofthisassessment.Thisalsopresentsanotheropportunityforpartnerstoeducateclientsaboutwhichtechniquesworkbestandwhy.

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ARTIFICIALINTELLIGENCE/MACHINELEARNING

Oneofthebiggesttrendsimpactingadvertisingistheapplicationofartificialintelligence/machinelearning(AI/ML).Inourwork,wewantedtogainabetterunderstandingofwhatAI/MLtechnologiesarebeingusedinprogrammaticadvertising,andwhatmaybeadoptedinthenext12months.

USAGEOFAI/MLTECHNOLOGIESINPROGRAMMATICADVERTISING

54%38%8% 49%41%10% 49%44%7% 47%45%8% 45%45%10% 43%43%14%

QA32.Howinterestedareyouinusingthefollowingtechniquesortacticstoidentifyaudiencesmovingforward?

Base:TotalRespondents(251)

ContextualtargetingDriveperformance

Personalization

Customadcreation

Customcontentgeneration

Dynamicpricing

46%36%19% 44%38%19%

37%44%19%

Personalization

Customcontentgeneration

Contextualtargeting

Dynamicpricing

Customadcreation

Driveperformance

Notusingbutplantouseinnext12months

Notusinganddon’tplanto

Currentlyusing

36%10%

48%

39%

38%

50%

53%

15%

12%

WefindthatsignificantmajoritiesareusingorplantouseAI/MLintheirprogrammaticadvertising.Morespecifically,intheUSabout9in10programmaticadvertisersareusingorwilluseAI/MLforcontextualtargeting,todriveperformanceandpersonalization.In

Canada,about9in10areusingorwilluseAI/MLforcustomadcreation,andagaintodriveperformanceandpersonalization.

TheseusesofAI/MLbodewellforprogrammaticaudienceengagementandtheabilitytodrivethefull-funnelmetricscitedearlier.

31%

INVESTMENTINAI/MLTECHNOLOGIES

1%

Increase

Staythesame

69%

Decrease

QA36.Doyouexpectyour[company’s/mainclient’s]investmentinAI/MLadvertisingtechnologiestoincrease,staythesameordecreaseinthenext12months?Base:KnowledgeableaboutAI/MLTechnologies(232)

39%

49%

50%

Notably,99%ofUSadvertisersand100%ofCanadianadvertisersplantomaintainorincreasetheirlevelsofinvestmentinAI/MLoverthenext12months.ThebetternewsisthesignificantsharesexpectingtoincreasetheirAI/MLspend,especiallyinCanada.ThisreflectstheoptimismadvertisershavefortheirwidespreadadoptionofAI/MLtechnologiesgoinginto2024.

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CONCLUSIONS

Thisresearchcoveredalotofground,focusingontopicsofgreatinteresttoadvertisersacrossindustries.Severalkeytakeawaysemergedfromourdata.

Programmaticadvertisingiscritical,andadvertisersseeitsvalueindrivingbusinessoutcomesfortheirbrands.Advertisersthinkofprogrammaticforfull-funnel,withbrandliftandsalesliftbeingkeygoals.Themajoritywesurveyedexpecttoincreasetheirprogrammaticspendoverthenext12months,proofpositiveofthevalueofprogrammaticchannels.

BuyingCTVinventoryprogrammaticallyseessignificantadvantages,withtheopportunitytogrowevenmore.AtopadvantageofCTVisitsabilityforadvertiserstoreachtheirtargetaudiences.Consistentwith

programmaticingeneral,advertisersindicatestronginterestinleveragingCTVprogrammaticallyforfull-funnelgoals.

AmajorityofadvertisersaretakingstepstodealwithprivacyregulationsandIDresolution.Themost

commonstrategyistopartnerwithprovidersnotdependentonpersonaldatafortargeting.Approacheslike

contextualtargetingwillincreaseinreliance,andinterestishighacrossdifferenttechniquestoidentifyaudiences,indicatingcontinuedexperimentationasadvertisersseekbestpractices.

TheuseofAI/MLinprogrammaticadvertisingisontherise,andwillcontinuetoincreasein2024.Contextualtargeting,drivingperformanceandcustomadcreationareamongthemostpopularusesofAI/ML.ThemajorityofadvertisersplantoincreasetheirinvestmentsinAI/MLgoinginto2024.Someofthemorepopularusecasesinthenearfuturewillincludedynamicpricing,customcontentgenerationandpersonalization.OurresearchshowsAI/MLnottobehype,buttechnologiesthatwillbetablestakesforadvertiserstosucceed.

RESEARCHMETHODOLOGY

AdTheorentcommissionedAdvertiserPerceptionstosurvey250USdigitaladve