The Programmatic Advertising World Gears Up for 2022

Advertising using programmatic ad technology has become crucial for companies large and small. Reaching the right audience has become easier with the advent of programmatic technology. By leveraging programmatic, advertisement performance can be measured in real-time and adjusted automatically using AI based on data collected. It’s cost-effective, saves time, and ensures ads are seen by the right people. Here, we’ll explore some of the latest changes this ever-evolving space has seen recently or will see soon.  

Less Cookies and More Privacy 

Programmatic advertising and its relationship to cookies have been in the spotlight for a while now. Google announced plans to end third-party cookies, often reasoning that it’s a way to improve user privacy (though some claim it’s a tactic for gaining a business advantage). In either case, the elimination of third party cookies will drastically change how advertisers approach targeting consumers. Although plans have been delayed and Google has changed timelines –estimated for 2023, third -party cookies will eventually be reduced, and data will no longer be transferred to third-party advertisers. However, first-party cookies will remain a driving force for posting advertisements.  

Cookies Defined: 

  • First-Party cookies are tiny text files generated by websites to collect and store data on a user’s computer when they directly visit a particular site. This in turn builds a relationship so things like personal preferences and settings can be saved and ads can be more targeted to the needs of the user. This helps provide a better and friendlier experience for the user. 

  • Third-party cookies are codes generated by domains other than the one a user visits. Along with collecting and storing data, they track users and build a profile for the retargeting of an ad. Third-party cookies follow a user from the original website visited and target ads based on that visit while the user is browsing elsewhere.   

Over the past several years, there’s been a call by governments and users for an increase in advertising transparency and for consumers having more control over their own data. Europe’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act of 2018 have been driving forces in transforming how data is handled and, by nature, how programmatic technology functions. 

Programmatic in 2022

Some of the new things in store for the programmatic advertising world in 2022 are contextual advertising, the evolving omnichannel presence, and increased focus on connected TV (CTV). 

  • Contextual Advertising: Since third-party cookies won’t have the relevance they once had, contextual advertising is predicted to increase in popularity by using keywords and AI to determine the page’s content, then identifying what type of ad to serve. It is believed users find contextual ads helpful especially when used in the context of the page they are visiting. 

  • Omnichannel: Users own several devices these days, including smartphones, smartwatches, tablets, and more. The omnichannel presence is increasingly moving from out of the home and directly into the user’s hands and programmatic has become a more essential tool than ever before. Through a programmatic omnichannel, recruiters have a better ability to target job seekers and make it easy to customize ads through multiple platforms, providing consistent messaging, and improving tracking and conversion metrics.  

  • Connected TV (CTV): Similar to omnichannel, CTV uses programmatic ads to reach multiple platforms. In this case, streaming services such as Amazon, Disney+, Hulu, Netflix, PlayStation, Roku, and others have become ever more prevalent. CTV has been increasingly moving away from traditional broadcast services toward programmatic campaigns and will continue to do so. According to eMarketer, videos will account for more than half of all US programmatic display ad spending in 2022. 

Programmatic is truly evolving as the place to be when it comes to marketing. It offers so many opportunities across a variety of platforms, allowing advertisers to present a consistent message on multiple channels and gain access to real-time performance, making sure the right message gets in front of the right people. 

Get the benefits of programmatic for your recruitment strategy

JobTarget provides its own Programmatic advertising solution designed to get job postings in front of the right audiences. If you manage job postings, Programmatic job advertising can transform how you source candidates. Click below to get in touch with a recruitment specialist to learn more. 

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