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EMARKETER

Programmatic Advertising Trends Q2 2023

The Supply Chain Evolves, Programmatic Works Its Way Into Upfront Negotiations, and Post-Cookie Prep Stalls

Report by Evelyn Mitchell  |  Jun 8, 2023
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Table of Contents
Report Snapshot
SPO is reshaping the ad tech landscape, finally forcing SSPs to adapt or die.
Programmatic has emerged as a key factor in TV upfront negotiations as advertisers seek budget fluidity.
Early results from Privacy Sandbox tests aren’t good enough to quell speculation of another stay of execution for third-party cookies.
AI hype could breathe new life into preparations for the cookieless future.
Retail media will drive big growth in programmatic DOOH.
What are the top three lookouts for programmatic advertising in Q3 2023?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Disintermediation is getting real, upfront advertisers want their programmatic CTV spending accounted for, and Google shares early results from the Privacy Sandbox.
Topics
Programmatic Advertising
US
Table of Contents
Report Snapshot
SPO is reshaping the ad tech landscape, finally forcing SSPs to adapt or die.
Programmatic has emerged as a key factor in TV upfront negotiations as advertisers seek budget fluidity.
Early results from Privacy Sandbox tests aren’t good enough to quell speculation of another stay of execution for third-party cookies.
AI hype could breathe new life into preparations for the cookieless future.
Retail media will drive big growth in programmatic DOOH.
What are the top three lookouts for programmatic advertising in Q3 2023?
Insider Intelligence Interviews
Sources
Media Gallery

Report Snapshot

With economic uncertainty lingering and cookie deprecation looming, advertisers are campaigning for greater flexibility from sellers in the upfront market and proven value in partnerships along the programmatic supply chain.

Key Question: What trends are defining advertisers’ programmatic strategies for Q3 2023?

Solutions That Hold the Greatest Promise in Replacing Cookie-Dependent Solutions According to Advertisers and Publishers Worldwide, Feb 2023 (% of respondents)
E-Mail ChartDownload

KEY STAT: First-party data activation holds the greatest promise among cookieless solutions for advertisers and publishers, respectively. This underlies more intimate partnerships between buyers and sellers capitalizing on first-party assets.

authors

Evelyn Mitchell

Contributors

Brian Lau
Forecasting Analyst
Paul Verna
Principal Analyst
Max Willens
Senior Analyst
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