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5 Trends Taking Over the Ad World This Week (and Beyond)
By: The Drum
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Lisa Utzschneider, Yahoo's chief revenue officer, gives her opinion on what's likely to be top of the agenda for marketers that are increasingly trying to get to grips with digital, as well as prove the efficacy of these efforts. The core components of this include: adtech; data; measuring success across platforms, and client services.

There’s no question that publishers and platforms are reshaping the media landscape. If you need proof, look no further than the hundreds of brand, agency and media executives at the recent IAB Annual Leadership Meeting who gathered to debate the industry’s biggest topics with a special focus on what’s ahead for publishers and platforms. So how can marketers excel in this new world order? With that in mind, here are five trends that will dominate the conversation in the months ahead.

1. Programmatic platforms
Did someone say programmatic platforms? You can’t dip a toe into the platforms debate without acknowledging the incredible rise of programmatic buying. Without a doubt, programmatic will continue to take center stage in 2017 as brands step up their strategies to drive efficiency at scale. That means we'll see even greater consolidation in the ecosystem, as marketers focus on fewer platforms and bigger investments. It’s the next evolution of programmatic, with advertisers moving from open exchange buying to more sophisticated transactions including private marketplaces(PMPs) and guaranteed buying. For some advertisers programmatic is still intimidating, but it shouldn’t be. What brands really need is better guidance from their partners to make their programmatic efforts more successful. It’s time to help marketers demystify programmatic, which brings me to the next big topic.


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About the Author
This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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