Our 5 Industry Predictions For 2023: What Agencies and Brands Need to Know Now

Our 5 Industry Predictions For 2023: What Agencies and Brands Need to Know Now

2023 will be a year of reckoning for the programmatic space, as adtech and digital marketing leaders meet the call for necessary changes that benefit all – tech providers, publishers, brands, agencies, consumers, and the environment. 2023 adtech industry predictions

These are the five 2023 predictions from our leaders at Bidtellect – the performance-driven DSP.

Download the Onesheet: 2023 Industry Predictions

13 + 2 =

Here’s what we predict:

A brand, or an agency representing that brand, will make a programmatic media buy within the first 6 months of 2023 on the basis of the carbon footprint of the supply path. This will mark the first-ever programmatic media purchase in North America based on how “clean” the media buy actually is, and will open the floodgates to brands making carbon-considered programmatic media a real priority.

Read more about our partnership with Scope3 and how you can take action to reduce carbon waste immediately here.

Brands will recognize the benefits of sustainable advertising extend beyond the positive environmental impact, as it will deliver on the promise of a more transparent, cleaner, and higher quality programmatic supply chain resulting in more working media for advertisers and more revenue for quality publishers.

Learn more about the convergence of supply path transparency and sustainability in our Adweek talk here.

Consolidation in programmatic adtech will accelerate as the bridge between the brand and the publisher facilitates a more direct path. Unnecessary hops, costs, and middlemen will be exposed and shunted from the RTB supply chain as the convergence between DSPs, SSPs, and DMPs accelerates. 023 adtech industry predictions

Read more about the evolution of SSPs and the need for consolidation in the wake of supply path transparency here. 

By the end of the year, effective and high performing cookieless targeting and attribution methodologies will exist at scale, just in time for 3rd-party cookie deprecation by Google in early 2024.

Download our whitepaper on our definitive list of cookie alternatives here. Read more about the performance power of cookieless targeting here.

ANA’s programmatic transparency initiative and audit performed by PwC will run into further delays and, ultimately, will not get published. Other industry efforts, including more sustainable media buying, will instead pressure the industry to provide more transparency into the supply chain.

Read more about the delays to ANA’s programmatic transparency study here. 2023 adtech industry predictions

2023 is predicted to set massive movements in motion. Agencies, brands, and programmatic players will need to make changes to keep up with the evolving industry. 2023 adtech industry predictions

Meet the Authors

Lon Otremba

Lon Otremba

CEO

Jason Boshoff

Jason Boshoff

COO

Craig Aron

Craig Aron

EVP, Strategy and Business Development

Want to Learn More?

Reach out to learn how we can prepare your brand advertising for 2023 today.  2023 adtech industry predictions

13 + 4 =

Why You Should Factor Diversity Into Your Strategy This Black History Month

How and why you should make diversity your advertising priority.

Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

Bidtellect VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s DSP, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

Bidtellect VP of Product Arthur Hainline demonstrates the new Scope3 integration in Bidtellect’s platform, how you can take actionable steps to reduce carbon waste, and the current state of the industry’s wasteful supply path emissions.

Going Green: Everything to Know About Carbon Costs & the Scope3 + Bidtellect Integration

Going Green: Everything to Know About Carbon Costs & the Scope3 + Bidtellect Integration

With Scope3 now in Bidtellect’s platform, clients will gain transparency into the carbon cost of their advertising campaigns and the tools to reduce their emissions immediately directly through our DSP.scope3 bidtellect  green advertising, carbon cost, sustainability, ad supply, advertising transparency

lon otremba CTV OTT bidtellect

“Digital programmatic media has always been accused – justifiably – of being far too complex, and we now know that its waste comes with a high cost to the environment. If you are an agency or a brand that values and prioritizes buying media based on its carbon footprint, Bidtellect is the only buying platform that puts actionable tools based on Scope3’s unique data in your hands today.

Lon Otremba, CEO of Bidtellect

The Current State of Carbon Emissions & Digital Advertising

Wasteful, multiple supply paths, and lack of cooperation have kept the ad’s supply path hazy and emissions-heavy.

Greenhouse Gas Emissions

Digital technologies are responsible for up to 5.9% of total greenhouse gas emissions, of which Internet advertising is a significant contributor. The energy consumption of these technologies is increasing by 9% a year (World Economic Forum).

Media Waste

1/2 of online ad money is being siphoned off by the adtech ecosystem before it reaches publishers (ISBA and PwC) .

"Untraceable" Ad Paths

Of that, about 1/3 of the money was “completely untraceable.” 88% of dollars could not be traced from end to end (ISBA and PwC) .

What Does Scope3 Do?

Scope3 is the only company to report true supply chain emissions data. Scope3 brings granular visibility into the advertising supply chain by measuring the carbon emissions of every single part of the ad journey based on their programmatic setup.

Scope3 is named for the type of emissions they track: emissions that are not produced by the company itself or as a result of activities from assets owned or controlled by them, but by those that it’s indirectly responsible for up and down its value chain (“scope 3 emissions”). scope3 bidtellect  green advertising, carbon cost, sustainability, ad supply, advertising transparency

Scope3 + Bidtellect

With Scope3 integrated into the Bidtellect DSP, clients will be able to seamlessly incorporate its data into their campaign strategy.

Bidtellect users will have accurate insights into the carbon impact of their campaigns. More importantly, they will be able to take immediate action in the platform with ease – choosing or blocking domains, creating specific allow lists, and more – based on Scope3’s carbon data.

In a time of calls for sustainability and transparency, both publishers and advertisers benefit from initiatives like these.

scope3 bidtellect  green advertising, carbon cost, sustainability, ad supply, advertising transparency

headshot photo of Brian O'Kelley Co-founder and CEO of scope3

“When brands have accurate emissions measurement data available in the same place they are executing media buys, it’s a lot easier to factor carbon into optimization decisions. Bidtellect is paving the way while prioritizing action. By offering Scope3 data directly in their platform, Bidtellect is giving buyers exactly what they need to make progress on sustainability commitments, improve advertising and proactively reduce carbon emissions.”

Brian O’Kelley, CEO and Co-Founder of Scope3

The Positive Side Of Reducing Emissions

The obvious benefits are: reduced waste into the environment, a cleaner advertising ecosystem, more transparency into the pathway of an ad delivery, greater trust between consumers and advertisers, between publishers and advertisers, and on and on.

49% of executives surveyed in October by Deloitte believed sustainability efforts will have a positive impact on their brand and reputation. 76% of advertisers want the industry to further reduce carbon emissions according to eMarketer.

Next Steps

Scope3 is currently live in Bidtellect’s platform. Initial data point to a strong correlation between low carbon emission sites and higher quality of supply. Reach out to your Bidtellect rep or contact us here to begin testing today.

Read the Press Release:

Green Advertising First to Market: Bidtellect Adopts Scope3 to Offer Carbon Transparency, Helping Advertisers Take Immediate Action to Reduce Carbon Footprint | Newswire 

scope3 bidtellect  green advertising, carbon cost, sustainability, ad supply, advertising transparency

Read more about waste and sustainability in the digital advertising ecosystem:

 

How ad tech is positioning itself for success in sustainable programmatic ecosystems

Why You Should Factor Diversity Into Your Strategy This Black History Month

How and why you should make diversity your advertising priority.

Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

Bidtellect VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s DSP, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

Bidtellect VP of Product Arthur Hainline demonstrates the new Scope3 integration in Bidtellect’s platform, how you can take actionable steps to reduce carbon waste, and the current state of the industry’s wasteful supply path emissions.

CTV/OTT Advertising: Why It’s a ‘Must-Have’ Strategy

CTV/OTT Advertising: Why It’s a ‘Must-Have’ Strategy

Great news: CTV/OTT advertising is the latest addition to the Bidtellect toolkit. With Bidtellect’s CTV/OTT solution, brands will be able to connect with audiences where they are already consuming content and expands their reach beyond linear TV. Why CTV/OTT with Bidtellect? ctv vs ott Access CTV/OTT Advertising with Bidtellect DSP OTT and CTV advertising is required video ads

Better yet: advertisers can maximize the same performance bidding and optimization technology they are accustomed to with Bidtellect.

So what is CTV? OTT? What is the difference between CTV vs. OTT? And why does it matter to advertising strategy? We break it down.

Cord-Cutters

There will be more than 55 million cord-cutters by 2022

Cord-Nevers

Millions more have avoided paying for traditional cable TV

Subscriptions vs. People

Right now the US has more video-on-demand subscriptions than people

340 million

There are more than 340 million subscribers for over-the-top (OTT) services

The New Must-Have: CTV/OTT Audiences Are Growing

Today, CTV/OTT advertising is an all but required component of a successful media strategy. Studies have proven most purchasing decisions are made at the household level, meaning the key to creating long-term customer connections is to deliver meaningful messaging to the members of the household. With Smart TV sales at record highs and linear TV audiences diminishing, CTV/OTT is the most engaging and cost-effective way to reach them.

CTV/OTT advertising is no longer a “nice to have” piece of a media strategy. It’s required.

ctv/ott

ctv vs. ott ott ctv advertising ctv advertising ott advertising

140 Million AVOD

US users watching ad-supported video-on-demand (AVOD) will surpass 140 million in 2022, up 8.6% YoY.

2/3 of US Population

⅔ of the US population is projected to watch CTV content in 2022.

33.1% Increase in Ad Revenues

eMarketer projects a 33.1% increase in CTV ad revenues for 2022, to $18.89 billion.

10% of All Ad Spend

By 2026, CTV ad spending will account for more than 10% of all digital ad spending, having more than doubled to $38.83 billion.

What’s the Difference? CTV vs. OTT

One of the primary differences between OTT and CTV advertising is that OTT ads are typically served in the form of video ads within accessed video content. In contrast, CTV ads are usually served alongside apps that are installed on CTV devices or the device’s homepage itself. As a newer medium, advanced TV presents an evolving variety of monetization opportunities for advertisers willing to keep up.

CTV

CTV is an internet-connected device a customer uses to watch TV/video content online.

OTT

OTT is the delivery mechanism for TV/video content online, usually through streaming or video on demand (VOD) in addition to, or “over the top of,” traditional network providers.

Why CTV/OTT with Bidtellect?

Bidtellect’s new CTV/OTT solution will connect brands with audiences where they are already consuming content and expands brands’ reach beyond linear TV.

  • Streamline the planning, trading and execution with Bidtellect’s world-class support.
  • Power of Context: leverage Bidtellect’s industry-leading context-driven technology and metadata coverage across the entire supply ecosystem.
  • Access to the largest CTV/OTT enabled SSPs and premium publishers.

Users will be able to leverage Bidtellect’s unique and unmatched performance bidding and optimization technology to seamlessly incorporate CTV/OTT into their media buying strategy.

lon otremba CTV OTT bidtellect

“The way people access entertainment continues to evolve. In a sea of streaming choices, consumers want a knowledgeable voice to be a directional guide. Consumers are receptive – and expecting of – targeting and recommendations.”

Lon Otremba, CEO

Access CTV/OTT Advertising Directly Through Bidtellect’s DSP

Clients will be able to activate CTV/OTT directly through Bidtellect’s DSP through all service models, with the ability to optimize and target premium content categories across multiple goals and bid types. Bidtellect’s capabilities like budget fluidity, pacing, bid shading, creative flighting and more for maximum campaign ROI.

Deals

• Location
• Language
• Ad Type
• Inventory Quality

Optimization

• Completion Rate
• Supply Tier

Bid Types

• Max CPM
• Dynamic CPM
• Flat CPM

Additional Capabilities

• Campaign Flighting
• Daily Caps
• Bid Shading
• Creative Flighting
• Budget Fluidity
• Pacing Preference
• Delivery vs performance

Fraud Protection

With our partnership with HUMAN, all Bidtellect inventory is frequently scanned, and the majority of invalid traffic is blocked

Round Out Your Video Strategy With Bidtellect

With the combination of movement and sound, video advertisements are almost guaranteed to catch the attention of the viewers. With the right partner, video ads can provide a great return on investment. Read more about Bidtellect’s Video Solution here.

Context-Driven Video Solutions

Multiple Formats

Efficiency

ctv/ott

ctv vs. ott

ott ctv advertising

ctv advertising

ott advertising

Scale

ctv/ott

ctv vs. ott

ott ctv advertising

ctv advertising

ott advertising

Goal Variety

ctv/ott

ctv vs. ott

ott ctv advertising

ctv advertising

ott advertising

Brand Safety

ctv/ott

ctv vs. ott

ott ctv advertising

ctv advertising

ott advertising

Download Bidtellect's CTV/OTT Spec Onesheet Now

15 + 14 =

Why You Should Factor Diversity Into Your Strategy This Black History Month

How and why you should make diversity your advertising priority.

Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

Bidtellect VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s DSP, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

Bidtellect VP of Product Arthur Hainline demonstrates the new Scope3 integration in Bidtellect’s platform, how you can take actionable steps to reduce carbon waste, and the current state of the industry’s wasteful supply path emissions.

Bidtellect’s Top 10 Holiday Campaign Tips for for Brands & Advertisers

Bidtellect’s Top 10 Holiday Campaign Tips for for Brands & Advertisers

This is our no frills, top 10 list for holiday advertising success.

$1.3 trillion

eMarketer predicts 2022 holiday retail sales to increase 3.3% to $1.262 trillion (eMarketer). 

 

4%

Only 4% of U.S. holiday shoppers did not use digital channels for their shopping in 2021 (Think With Google)

61%

61% of consumers joined a loyalty program to receive discounts during the 2021 holiday season (Deloitte)

1. Holiday spend is going to be big. Now is the time to scale.

Bidtellect’s platform is integrated with 25+ of the industry’s leading SSPs and exchanges, giving buyers access to 98%+ of the internet-connected US, and 100s of thousands of publishers and global supply.

2. Don’t skimp on brand safety. 

Filter towards quality to ensure viewability, brand safety, supply path optimization, and to combat fraud.

3. Make use of all Bidtellect’s ad formats & devices

We’re talkin’ Responsive Native, High Impact, Banner Display, Video and Desktop, Tablet, and Mobile – all to drive brand and promotional awareness. Bonus: we now offer CTV/OTT. Talk to your contact to see if you can incorporate it now.

4. Reach consumers already engaging with holiday content,

holiday shopping content, or any topic of your choosing with context-driven targeting and optimization.

5. Utilize Bidtellect’s proprietary audiences,

which use natural language processing technology and the context of the page to build custom audiences that show an explicit interest in the category of your choosing.

6. Save where it counts.

Our optimization technology – especially our automatic bid factoring tool, AARDvark – will ensure you’re paying for the true value of an ad placement, maximizing ROI.

7. Loyalty programs matter to holiday shoppers

for early deals and access – the data shows it. Show off loyalty programs and exciting savings promotions in your holiday creative assets. Ads with promotions are consistently top performing, according to [b]+studio.

8. Rely on real-time optimization

 to identify the creatives and content that deliver the best results across devices and sites.

9. Analyze campaign performance

with Bidtellect’s robust analytics, customized reporting, third-party measurement solutions and proprietary insights for the most in-depth assessment of your holiday campaigns.

10. Teamwork makes the holiday dream come true

Our creative experts [b]+studio will create custom, eye-catching, and high performing holiday creative assets for your brand. Our performance analysts make recommendations based on performance and goals.

 

Brands and advertisers, we hope these top 10 tips for holiday campaigns are helpful. Reach out to your Bidtellect rep to learn more.

For more holiday advertising tips, check out These Are The Top 3 Trends Predicted for the 2022 Holiday Shopping Season

Holiday Creative Assets: 6 Mandatory Tips for Engagement from [b]+studio

It’s time to plan for Holidays 2021! [b]+studio shares their tips to make your creative assets shine!

This Week in Digital Advertising: May 29th

This week in digital advertising: coronavirus impact on higher education, social media wars.

5 Answers to the Question "Why Native?"

Why Native? Content, performance, trust. Native Advertising is outperforming display and publishers are opening up their spaces to get on board. Here’s why.

What It Means: Decoding GDPR & Its Implications for Leading Native DSP, Bidtellect

In a nutshell, the GDPR establishes rules on how companies, governments, and other entities can process the personal data of EU citizens or residents. Here, we breakdown relevant elements of the new multi-faceted regulation and what it means for SSPs and DSPs, including Bidtellect.

Cookieless? We Got This.

How Bidtellect’s contextual tools set you up for success in the cookieless future.

Yeah, We Had To: Holiday Cocktail Recipes That’ll Make Santa Smile

Check out these holiday cocktail recipes to enjoy this year – at home, with family, or wherever the holidays (safely) take you this year. Cheers!

How to Make Your Native Ads NOT Suck

Everyone fast forwards thru advertising, thank you tivo for inventing the commercial skip. We thumb through a magazine or newspaper (whats that?) to get the real content – to read the stories. And we do the same thing online, every website since the 90s has looked the...

Super Bowl Sunday: What To Expect in Advertising

Learn more about the behind the scenes of advertising for Super Bowl Sunday.

Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

Bidtellect VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s DSP, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Travel Post-Coronavirus: What Should Advertisers Do Now?

How has the coronavirus crisis impacted the travel industry? From better cleaning to more road trips, how advertisers should adjust messaging to consumer expectations and trends.

Holiday Creative Assets: 6 Mandatory Tips for Engagement from [b]+studio

Holiday Creative Assets: 6 Mandatory Tips for Engagement from [b]+studio

Hello, holiday advertisers! We asked Santa aka Bidtellect’s in-house creative agency their mandatory tips for engaging holiday creative assets. Don’t you want your brand on on the high-engagement “nice list?”

Remember, no matter how great your platform’s placement and optimization capabilities, bad creative assets (we’re talking images, videos, and copy) will kill engagement faster than you can say, “Is this coal?!”

So here’s what you need to know.

1. It’s the Happiest Time of Year – Keep Your Holiday Creative Assets & Messaging Positive!

 

Simple as that! Use positive adjectives in headlines coupled with happy images to increase CTR. Cold, monotone creatives do not bring joy. Bonus: add puns or rhymes to make it even more…puntastic.

2. Keep the Holidays Front of Mind in All Creative Assets

 

‘Tis the season: remember to include at least one holiday reference in the image or copy in all holiday creative assets, or you’ll risk seeming out of the loop (as well as suffering poor engagement).

Use the concept of “gift guides.” Offer helpful, valuable tips and create content that’s great to drive to. Think: find the perfect gift for “X” which doubles as calling out the targeted demographic, but in a fun, holiday way. Be a holiday thought leader – and help your shoppers out!

3. Refresh Your Holiday Creatives For Engagement & Re-Engagement

 

Switch up your holiday creative assets! Better yet: rotate based on the event, as you count down to Black Friday, that big holiday sale, or new holiday release. Bidtellect’s advanced platform optimizes to best-performing creatives (read more on Dynamic Creative Optimization) and our team will manually rotate creatives to find your best performance.

Plus, you’ll want to re-engage with users thanks to our sequential messaging tech and other re-engagement tactics – so you’ll need fresh content!

4. High Impact Units Are Your Best Gift

 

Take your holiday creative assets up a notch with high impact creative units: cinemagraphs, scroller units, and carousel units are major engagement givers. These are highly effective at telling a short story and conveying a specific setting or emotion. They also drive maximum in-unit engagement. One advertising agency found that cinemagraph content tends to have more virality, with 71% higher organic reach than still photographs. Don’t believe us? Check out this case study or this one.

5. Incorporate Video into Your Holiday Creative Assets

 

9/10 people report wanting to see more videos from brands, according to Hubspot. So go ahead, give consumers the gift of video ads in your holiday creative assets this season – and you’ll give your brand the gift of higher engagement. Keep them short, sweet, and positive – and be sure your message can be conveyed with and without sound.

Bidtellect’s context-driven solutions ensure your video ads will be relevant to the content surrounding it – a good thing since 74% of consumers are likely to remember an ad if its message relates to the content around it.

6. Make Sure You Offer Deals and Promotions in Your Headlines

Santa with Sale Sign

 

Everybody loves a sale – especially during the holidays! So include deals, discounts, incentives, and reward programs in the copy of your holiday creative assets. Bidtellect’s [b]+studio consistently sees highest performance for headlines including a discount.

Examples: promo codes, flash sales, bundle deals, free shipping, etc. Combine promotions (discounts or a special offer) with the shipping deadlines to incentivize your customers to start shopping. Most predict consumers will start shopping even earlier this year.

Brands and advertisers, we hope these tips for engaging holiday creative assets are helpful!  The holiday 2022 shopping season is going to be a great year!

For more holiday advertising tips, check out These Are The Top 3 Trends Predicted for the 2022 Holiday Shopping Season

How to Extend Your Holiday Campaigns #CyberMonth Style

Black Friday, Cyber Monday, Cyber Week… Cyber Month?! Whatever you call it, the next wave of shopping is underway. We have the data-backed strategies for your Native campaigns so you can target those holiday shoppers accordingly!

Video Ads: Why Programmatic Video With Bidtellect

Onesheet alert! How Bidtellect can help you reach your programmatic video goals.

Going Green: Everything to Know About Carbon Costs & the Scope3 + Bidtellect Integration

How to reduce your carbon emissions immediately with Scope3 + Bidtellect’s new integration – and why it matters.

ENTERTAINMENT: HOW TO SHINE IN THE SEA OF STREAM

With endless streaming options and shows to choose from, “streaming fatigue” and decision overwhelm are rampant. How can advertisers reach consumers ready to stream, but unsure of what to choose? Here’s what the data says.

COVID-19 Impact on Pharma Marketing and What It Means for Advertisers

How the covid-19 pandemic has affected the health and pharmaceutical industry, and how to adust digital advertising strategy for success.

Optimization Technology Focuses on Conversions to Drive Performance for Advertisers

Arthur Hainline, Director of Analytics & Optimization, Bidtellect Bidtellect's optimization algorithms are built on machine learning, using the billions of data points running through our platform to create predictive models and algorithms. The technology is designed...

Bidtellectuals Share What They’re Grateful for This Year

In honor of Thanksgiving, Bidtellectuals share what they are grateful this year!

Bidtellectuals Share Their New Year’s Resolutions for 2022

In honor of the New Year, Bidtellectuals share their new year’s resolutions for 2022 – from health to happiness to fitness.

Black History Month: Diversity in Advertising Builds Trust

Diversity in advertising builds trust. Why representation matters – in honor of Black History Month.

You Have Content…Now What?

Taking your content strategy to the next level means aligning your creation & distribution strategies.