1. Programmatic Won’t Slow Down
A significant portion of a display ad budgets are already traded in real time, and the trend is only growing for both mobile and native ad formats. The combination of programmatic and smart content is another emerging trend, and a prime example of the merger of ad tech and mar tech. Brands are using their 1st and 3rd party data sets to target individuals with relevant content, as opposed to the earliest days of targeting when they would just serve ads to selected audience segments.