The ad tech industry has seen its fair share of changes over the last decade, marked by substantial yearly shifts in the sector. As a new year begins, many digital media actors might wonder where exactly the programmatic advertising industry stands today? How do all these innovations affect the market overall? And towards what is all of this complexity driving the industry? We'll be covering several different topics related to the programmatic industry over the course of this 25-page document, such as the recent evolutions of Prebid or why server-side solutions have been gaining an increasing amount of traction for monetization professionals worldwide.
We've also dedicated part of this white paper to the topic of privacy, which seems to be one of the unavoidable topics since 2020 and the long-announced, often-delayed event dubbed "cookie-pocalyspe" by the programmatic advertising world. With third-party cookies set to disappear, we believe it is crucial for each and every publisher to prepare for a model change to first-party data, to learn how to monetize consent-less traffic as some publishers have already done in recent years.
Finally, we've also got some industry KPIs to share such as revenue shares between Prebid and AdX, the average viewability thresholds by device type, or the recent market consolidations which appear to be set to shape the programmatic industry for the years to come.
Now that you know what to expect for 2022 as far as programmatic goes, take your monetisation project to the next level by applying our tips on "How to build the optimal monetization machine"
Finally, one of the most recurring and current topics at the moment is GDPR-compliance ! Read our Use case : M6 to learn more on how M6 Publicité was able to monetise their consent-less traffic and measure the difference thanks to real-time analytics provided by Pubstack’s platform.
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