Digital advertising exceeded traditional U.S. media spending for the first time in 2019 and will account for two-thirds of the total by 2023, according to this PubMatic report. You knew that programmatic transactions and mobile ads are dominant. But did you realize that private marketplaces accounted for 49% of U.S. real-time bidding spend in 2019 and will reach 51% in 2020?
Television may be losing ground to Internet advertising but it’s far from dead. In fact, it’s being reborn as a highly targeted medium by companies like 4INFO, which maps multiple devices back to TV households. Cadent, which sells ads across traditional and non-traditional TV, just bought 4INFO to bolster its cross-channel capabilities.
The premise behind all this digital advertising is that consumers will see more relevant ads. Most consumers (82%) agree that’s what they want, according to this DISQO survey, although just half (53%) say they usually get it. Unsurprisingly, irrelevant ads make most people unhappy (57%).
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