In our final Predictions 2023 look ahead, we’ve asked the adtech world how it sees the year ahead.
Economic uncertainty means customer budgets will shift, and new regulation and the drive for greater transparency and sustainability in the adtech sector means copanies will have much to deal with…
James Leaver, Founder and CEO, multilocal.media
“With the economic outlook in 2023 looking shaky, more advertising budgets will likely shift towards digital and more specifically programmatic.
“At the same time, the digital landscape will continue to evolve and become increasingly complicated with new platforms, formats and data challenges driving ever more signals to interested buyers. Understanding this landscape and knowing how to navigate it will be crucial.
“Curation services are becoming increasingly important as they allow agencies and marketers to improve supply strategies; gaining control over the way inventory is being bought whilst reaching audiences at scale.
“Certainly we must, as an industry, simplify the way digital media is bought and sold. But while much has been done on the buy side to improve efficiency and results, the supply side remains relatively untouched.
“In the new year, we believe this will continue to change with a developing service layer helping to reduce friction and waste and drive optimisation.
“After all, in a challenging economic climate, those investing in digital media must ensure maximum efficiency and effectiveness.”
Chris Swarbrick, Managing Partner, Omnicom Media Group UK
“Evolution not revolution with many trends continuing from 2022. Identity, leveraging 1PD, and regulation will be front of mind for many, with anticipated developments such as privacy sandbox testing, TTD’s EUID testing, but also the impact of TCF investigations in Europe and ongoing regulator reviews of major platforms.
“Marketers will be looking at how to mature ad tech stacks to generate performance, efficiency, and incremental value against economic headwinds.
“We will likely see further transition of activity into CTV and video environments. At a macro level we will need to see if major platforms can reverse 2022 financial performance declines...
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