Google's Chrome wasn't the first browser to put the kibosh on third-party cookies. Phil Acton, country manager for the UK, Benelux, and France at end-to-end programmatic platform Adform, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss how the company has been testing cookieless targeting with publishers in Europe, where Apple's Safari and Mozilla's Firefox have significant market share, as well as the importance of supply path optimization (SPO).

It also emphasizes the effects of continued transparency demands—and sophistication to act on those insights, be it in the form of supply-path optimization or fee negotiations with vendors and other intermediaries. While a mature landscape, there are areas of digital display advertising where automation is still more the exception than the rule, such as connected TV.

In fact, continued consumer preference for subscription vs. ad-supported services may actually constrict available ad supply during the forecast period. Mobile also plays an important role in programmatic display advertising. Individuals continue to devote their time and attention to consuming content and browsing the internet on their mobile devices, and advertisers are doing the same.

The widespread adoption of header bidding has led to practices such as demand- and supply-path optimization that are designed to give ad buyers and sellers greater transparency into how much money ad tech intermediaries take from each transaction.

For years, advertisers and their partners have complained about a lack of transparency in programmatic transactions, leaving them open to a number of problems including outright fraud. Jeremy Steinberg, global head of ecosystem at MediaMath, joins host Nicole Perrin to discuss why accountability is still a challenge and how the supply chain can come together to create better, more mature programmatic markets.

And if you haven’t started thinking about supply-path optimization, you should. Read Next. Sources. AdLedger. Adobe. Advertiser Perceptions. Adweek. Digiday. Dun & Bradstreet. Econsultancy. ExchangeWire. Factual. FreeWheel Blockgraph. Integral Ad Science. Iponweb. MadHive. MediaMath. Pathmatics. TV[R]EV.

Addressable ad inventory, however, has been in short supply. New sources of addressable ad supply, including national TV inventory and potentially CTV, are being explored and tested. This section provides an addressable TV spending outlook and a current view of where things stand with testing the new addressable solutions. Current Addressable Spend Outlook.