1、WHAT ARE MARKETERS DOING WITH THEIR CHANNELS,PARTNERS,AND TACTICS IN 2023?2MEET YOUR HOSTSAngela RodriguezH E A D O F S A L E SP R O X I M I C B Y C O M S C O R EJessica TrainorH E A D O F PA RT N E R S H I P SP R O X I M I C B Y C O M S C O R E3I N T R O D U C I N G P R O X I M I CB Y C O M S C O R

2、 EP O W E R F U L A U D I E N C E S F O R A N Y C U S T O M E R O N A N Y P L AT F O R M43214ProgrammaticIndustrySurvey OverviewSurvey ResultsKey TakeawaysAGENDA5THE PROGRAMMATIC INDUSTRY TODAYNote:digital display ads transacted or fulfilled via automation,including everything from publisher-erected

3、 APIs to more standardized RTB technology;included native ads and ads on social networks like Facebook and Twitter;included advertising that appears on desktop/laptop computers,mobile phones,tablets and other internet-connected devicesSource:eMarketer Nov 2022 Insider Intelligence$50.19$65.51$82.36$

4、114.70$127.34$148.83$168.02 35.0%30.5%25.7%39.3%11.0%16.9%12.9%83.6%86.4%88.1%89.3%90.2%91.1%91.5%0%10%20%30%40%50%60%70%80%90%100%$-$20.00$40.00$60.00$80.00$100.00$120.00$140.00$160.00$180.00200224programmatic digital display ad spending($B)%change%of total digital display ad

5、spendingU.S.P R O G R A M M A T I C D I G I T A L D I S P L A Y A D S P E N D I N G,2 0 1 8-2 0 2 4Programmatic will account for digital display dollarsExpected to surpass in ad spending this year6WHATS THE BUZZ“Why Mobile App Marketers Need Contextual Targeting”“Cookies Are Behind Us,Probabilistic

6、Data is Ahead”“Finding Marketing Channel Balance in an Unbalanced World”“Podcast ad buyers have yet to see a slowdown”“They are blatantly blocking news:Confessions of a programmatic sales lead on brand safety filters impact on publishers direct-sold ads”“We have too much volume:The open programmatic

7、 market may be down,but its definitely not out”“DSP vs SSP:When Two Tribes Go To War”“The giants of adtech are facing challenges in the privacy era”7STATE OF PROGRAMMATIC DATA HAS BEEN SOURCED FROM COMSCORES CLIENTS,PARTNERS AND NON-CLIENTS WHO WORK IN ADVERTISTINGAVG.#OF YEARS OF EXPERIENCE BUYING&

8、SELLING MEDIA1412%9%10%18%50%OtherAdvertiserTechnologyPublisherAgency86%within theirorganizationY E A R S8Status Check:Media Types9DIGITAL REMAINS KINGSource:Comscore Programmatic Survey,February-March 2023Marketers expected to use digital advertising channels in 2023A N T I C I P A T E D M O S T U

9、S E D M E D I A T Y P E I N 2 0 2 3R A N K I N G O F M O S T I M P O R T A N T M E D I A T Y P E I N 2 0 2 3 1.Digital2.Connected TV/OTT3.Social Media4.Linear TV5.Audio/Podcasts6.OtherM O S T I M P O R T A N TL E A S T I M P O R T A N T1087%77%74%55%55%23%3%87%77%76%56%60%24%3%Digital(excludingsocia

10、l)Connected TV/OTTSocial MediaLinear TVAudio/PodcastsOtherNone of the aboveAUDIO AND PODCAST ADVERTISING IS ON THE RISE;NET NEW MARKETERS GETTING INTO CTV FOR THE FIRST TIME MAY BE PLATEAUINGSource:Comscore Programmatic Survey,February-March 2023+5%O F M A R K E T E R S U S I N G T H I S M E D I A T

11、 Y P E11R E A S O N S F O R N O T S P E N D I N G M O R E O N C T V I N V E N T O R Y P R O G R A M M A T I C A L L Y O N O P E N E X C H A N G E SPROGRAMMATIC CTV SPEND HINDERED BY COST AND CONTENT-LEVEL TRANSPARENCY CONCERNSSource:Comscore Programmatic Survey,February-March 202365%56%51%31%Content

12、-levelTransparencyCostScaleBrand Safety12Data Strategies13MARKETERS ARENT PUTTING ALL THEIR EGGS IN ONE BASKETSource:Comscore Programmatic Survey,February-March 20232 0 2 3 A N T I C I P A T E D S P E N D A L L O C A T I O N A C R O S S T A R G E T I N G D A T A T Y P E S1S TP A R T Y D A T A M O R

13、E I M P O R T A N T T H A NE V E RM A J O R F O C U S O N D E M O S D E S P I T E T A R G E T I N G I N N O V A T I O NU S E I T W H I L E Y O U S T I L L C A NG U A R A N T E E D P R I V A C Y-S A F E&A D D R E S S A B L ET E S T&L E A R N A P P R O A C HCustom 1st party based modeled audiencesDemo

14、graphic audiences3rdparty behavioral ID-based audiencesContextual topics3rdparty behavioral contextual audiences3rdparty ID-based segmentsID-less contextual segments14MORE THAN HALF OF RESPONDENTS EXPECTED THEIR USE OF CONTEXTUAL DATA TO INCREASE IN 2023Source:Comscore Programmatic Survey,February-M

15、arch 202318%3%25%54%Not sure/I dont knowDecrease use of contextual dataNo changeIncrease use of contextual data154 OUT OF 5 MARKETERS ARE TAKING ACTION TO TACKLE SIGNAL LOSSSource:Comscore Programmatic Survey,February-March 2023Basis Technologies DataIAB State of DataAddressing signal loss challenge

16、s13%are not sure or do not plan to utilize any cookie-free targeting tactics in 2023 Said they already use cookie-free targeting exclusively or will by the end of 202316THE PUSH TO ADOPT COOKIE-FREE TARGETING TACTICS IS COMING PRIMARILY FROM INTERNAL CONTACTSSource:Comscore Programmatic Survey,Febru

17、ary-March 2023W H O I S D I C T A T I N G T H E P U S H F O R T H E U S E O F C O O K I E-F R E E T A R G E T I N G T A C T I C S?M O S T L Y I N T E R N A LR O U G H L Y E Q U A L A M O U N T SCUSTOMERSN O O N E17Data Partnerships18WHEN IT COMES TO SELECTING DATA PARTNERS,CHANGE IS COMING!expect to

18、 migrate some or most of their targeting to cookie-free tactics of respondents expect to have to change data partners due to updates in privacy lawsplan to increase use of contextual dataplan to incorporate new predictive segments into their targeting tactics for 202319THREE IN TEN RESPONDENTS EXPEC

19、T TO HAVE TO CHANGE DATA PARTNERS DUE TO UPDATES IN PRIVACY LAWSSource:Comscore Programmatic Survey,February-March 2023Yes,we plan to change all our data partnersYes,we plan to change some of our data partners34%No,we do not plan to change any data partners31%Not sure/dont know6%Not applicable/dont

20、have programmatic data partners20WHEN LOOKING AT DATA PARTNER ATTRIBUTES,IT IS NO CONTEST:PERFORMANCE IS BY FAR THE KEY ATTRIBUTE MARKETERS CONSIDERSource:Comscore Programmatic Survey,February-March 2023T O P A T T R I B U T E S M A R K E T E R S A R E S E E K I N G I N D A T A P A R T N E R SRanked

21、 Performance as the#1 attribute1.Performance2.Cost3.Scale4.Data Privacy Laws5.Cookie-free SolutionsM O S T I M P O R T A N TL E A S T I M P O R T A N T21Key Takeaways221 CTV may be approaching market saturation,but remains an important part of the media mix Digital remains king as the most used chan

22、nel with the highest importance Podcasts&audio is inching up in adoption,the jury is still out on importance232 1/3 of marketers expect to change data partners in 2023 due to privacy regulations Marketers are seeking data partners with cookie-free solutions,particularly advanced contextual data Perf

23、ormance is by far the most important attribute,as marketers diversify their targeting data types 243 Nearly half of all marketers expect to have most or all oftheir targeting utilizing cookie-free tactics by EOY Many marketers have no plans for cookie-less targeting and admitted no one in their orga

24、nization is pushing for testing signal loss resilient tactics25DETERMINE THE IDEAL MEDIA MIX FOR YOUR GOALSConsider exploring new media types such as audio or podcastsDont be afraid to test&learnLook for technology partners who enable you to activate across all media typesTAKE STOCK OF YOUR DATA PAR

25、TNERSAsk yourself:Are our data partners working well for this business?Are they able to provide performance,scale and cost-efficiency?Are they helping ensure were set up for success as the industry continues to evolve?TACKLE THE REALITY OF SIGNAL LOSS HEAD ONDig into the data how is your programmati

26、c strategy being impacted today by signal loss?Explore data partners that offer solutions to minimize the addressability gapHave a plan for fostering and activating your 1st party data as well as complementary ID-less tacticsWHAT SHOULD MARKETERS DO WITH THIS INFO?26HOW CAN PROXIMIC BY COMSCORE HELP

27、?Diversify your programmatic targeting strategy for maximum reach and performance Reach your ideal customer across any media channel,with or without IDs,using our custom capabilities Drive increased yield by leveraging our AI-powered audience context and insights,expanding the scope of buyer interest and boosting the overall value of your inventoryP R O X I M I C A M C O M S C O R E.C O M27Want to keep up with the latest Proximic by Comscore news and be part of our research for 2024?Scan the QR code here!