Trends in digital media purchasing 2022

Everyone agrees on one point: The elimination of third-party cookies will be one of the key issues for media buyers in 2022. But many other exciting developments should also pick up speed. What challenges will digital media buyers face in 2022? And which technical possibilities are coming to the fore in the emerging post-cookie era? Adzine asked on the buy side.

Image: Flap.OneRobert Herrmann, Flap.One

Robert Herrmann, Commercial Director FLAP.ONE assumes that the trend towards more automation and thus programmatic advertising will continue to pick up speed in 2022. He also expects that more and more special forms of advertising such as sitebars, fireplaces, wallpapers and understitials can be booked through programmatic channels. “That makes media purchasing in the entire supply path much more efficient. The loser is then OK. ”He sees the most obvious alternative for third-party cookies in contextual targeting. “There will certainly be a lot of movement here in 2022. Because if advertisers know what content their customers are consuming, the effects of the increased advertising impact can also be achieved programmatically. ”In addition, the expert expects an enormous push in the area of ​​standardization. “This is urgently needed, at least in the area of ​​large-format advertising formats, in order to guarantee functioning programmatic purchasing.” From Herrmann’s point of view, this has consequences for advertisers. “Advertisers have to check their service providers to see whether they are buying services from them that are already offered by a programmatic sales house, which makes these service providers superfluous.” This applies in particular to large-format advertising formats such as fireplace or wallpaper.

More media genres programmatic and more direct business

Image: CriteoJulia Wittich-Sauer, Criteo

Consumers are placing increasing importance on transparency and control when it comes to their data. “That also shapes media buying,” says Julia Wittich-Sauer, Director Business Development CEE, Criteo. In 2022 we will therefore see how customers and their needs are increasingly coming into focus. “In this context, for example, the consent query will also become the de facto standard within shops and apps. The increasing customer focus will also mean that first-party and zero-party data approaches will be fine-tuned. ”In addition, Wittich-Sauer assumes that more types of media will be more easily available programmatically. “At the same time, we expect further consolidation in the programmatic business, which will lead to more 1-to-1 relationships, potentially fewer providers and thus more direct business overall.”

The developments in the areas of first-party data, identity management and measurement mean a lot of effort for digital media buying in 2022, but will also offer immense opportunities from the point of view of the expert. “With first-party data, advertisers will generate more knowledge about their customers and use this profitably when buying media. This makes them less dependent on large market participants. Additional smart contextual offers will complement the new addressable solutions, support some of them and, in total, increase the reach of digital marketing. “

With regard to the topic of identity management, the expert expects that other actors in the ecosystem will follow suit – in their own interest. “This is where the bridge to improved measurement methods is being built, because the switch to future-proof measurement and attribution systems will be closely linked to first-party data strategies. This has to be prepared and implemented accordingly. “

The biggest disruptions in privacy

Image: RemergePan Katsukis, Remerge

According to Pan Katsukis, CEO of Remerge, app marketing will continue to pick up speed in 2022, “because not only does usage continue to grow, but more and more users are making purchases and orders via apps.” Katsukis also expects more approaches here and solutions for contextual targeting. “The biggest developments will be in the area of ​​privacy, as there are still the biggest disruptions here: How is measured – SKAdNetwork, Incrementality and Media Mix Modeling – and how is targeting – without ID, contextual? According to Katsukis, advertisers have to deal with and experiment with privacy development. “For example, a large part of the iOS inventory is currently not being touched because it is technically not so easily compatible with targeting and measurability. There are valuable users who are currently 50% cheaper to reach, the demand is just not there at the moment. That is a great potential for advertisers in 2022. “

Image: AdformAlexander Weissenfels, Adform

Alexander Weißenfels, Managing Director Germany at Adform, continues to see the end of third-party cookies as the determining issue. “We have an exciting year ahead of us, especially when it comes to identity. A year in which existing ID solutions have to become more professional, ”says the expert. “New solutions will ensure that the fragmented identity market becomes more accessible for media buyers and that all common first and third party IDs can be activated from a console across device and browser limits. The data offer itself will also continue to grow in 2022 in addition to the topic of identity. “

Weißenfels expects more new players to enter the data market, especially in the area of ​​publisher first party data. These developments have consequences for advertisers. Cookie-free browsers and devices already account for almost 50 percent of traffic in many markets. A life without third-party cookies is possible without any problems, according to Weißenfels. And advertising too! “The majority of publishers – 83% in Germany – are already passing on first-party IDs in the bidstream. Now it is up to the advertiser to act and no longer wait for Google to finally present a solution. Spoiler Alert: This will probably only work in Chrome anyway. Advertisers must now set the agenda for the topic in order to ensure the future profitability of their campaigns. Because already today, ranges and accuracy of addressability suffer enormously. “

IDs on the rise – first on the web, then in the CTV

Image: ID5Joanna Burton, ID5

At ID5, given the approaching cookie end, many companies will continue on their course in 2022 and take appropriate measures. “Forward-thinking publishers, brands, and ad tech platforms will see the coming year as a welcome opportunity to do more testing, adopt technology, and make sure they’re prepared for the big infrastructure changes on the horizon,” said Joanna Burton, chief strategy officer , ID5. On the web, the expert expects that by the end of 2022, more than 50% of ad inquiries in the USA and Europe will be supplemented by alternative IDs. “We believe 2023 will be the year of impersonation in Connected TV as broadcasters try to protect their data and the industry’s need for common identifiers increases. For mobile devices, Burton expects the issues surrounding Apple’s App Tracking Transparency to crumble, “allowing the use of alternative IDs in mobile applications and more autonomy for app developers.”

CTV and audio will play a bigger role in programmatic

Image: MiQNils Kopnarski, MiQ

“The complexity is increasing. The developments in the area of ​​identity will also have an impact on buying behavior and the requirements in media buying, ”says Nils Kopnarski, Head of Trading & Operations DACH at MiQ, with conviction. According to the expert, the need to test relates not only to the utilization of 1st party data, but also to its activation, i.e. the translation of the insights into a media strategy.

In his opinion, the topic of identity will continue to accompany the industry in 2022 and context-based targeting will become more important again. “In addition, there are channels in programmatic advertising that you should include in your portfolio in the future. CTV and audio in particular will play a significantly larger role next year, ”says Kopnarski. The number of podcast listeners has increased enormously in recent years, “you shouldn’t ignore them.” Overall, according to Kopnarski, advertisers will face the challenge of testing and trying out a lot in 2022. “Above all, the integration of new channels into your own media strategy can bring completely new possibilities.”

CTV will go mainstream in 2022

Image: BeeswaxCadi Jones, Beeswax

Cadi Jones, Commercial Director EMEA Beeswax expects further growth in connected TV purchasing in Europe, especially in the area of ​​retail media. Identity will also be in focus in 2022. “Consumer behavior has changed. The pandemic has driven us to consume more and more video content and accelerated adoption of the consumption of digitally delivered content on a television – giving brands an exciting opportunity to benefit from targeting in a traditionally aired medium. In 2021 we saw Europe adopt this and we predict that CTV will become fully mainstream in Europe in 2022. ”

According to the expert, connected TV is most important for everyone involved in programmatic advertising. While digital video has led to high CPMs for publishers and effective results for brands, CTV offers something very special: the ability to advertise on a device that was previously only available for traditional television. “Networked TV is very popular in the US, but in many European countries it is facing major challenges and has yet to offer large-scale solutions,” says Jones. That is changing rapidly, however, with both network agency groups and independent technology partners showing what is possible, according to Jones. “We have seen a sharp increase in digital television consumption because people stayed at home during the pandemic, and this issue will continue to grow.”

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