2021 followed in the footsteps of 2020 and proved to be just as surprising.
We saw a slew of breakt hroughs, as well as the continuance of a few trends that arose at the start of the year and other basic ad tech practices. Of course, the impact of COVID-19 on the industry cannot be underestimated.
The number of virtual audiences has increased dramatically. As a result, new techniques to capitalize on the expanded online presence were quickly adopted. Now that we’ve arrived at the start of another year, sadly still in the shadow of COVID, it’s time to consider the patterns that will influence it.
SPO (Supply Path Optimisation) – Increasing Transparency
SPO is not a new concept, but with the growing emphasis on openness, its usage is projected to skyrocket in 2022.Programmatic advertising has grown in popularity over the years, thanks in part to the development of header bidding.
However, the atmosphere surrounding programmable technology is not entirely positive.In reality, numerous large advertisers have been hesitant to go to programmatic due to a fundamental lack of transparency.
By assessing which partners in the supply chain genuinely provide value to the auction, SPO can solve this challenge.With the help of SPO, all the variables that don’t add to the process but cost money may be readily eliminated.
Publishers and Data from the First Party:
We all know that third-party cookies won’t be around for much longer in the ad tech sector.Google is preparing to phase out third-party cookies, and publishers and marketers are scrambling to find alternatives.
One solution for publishers is first-party data.
Publishers will be able to gather user data without breaching any policies, hence the ad tech industry is projected to experience a surge in the adoption of first-party data by 2022.
Because first-party data will be a significant medium for behavioral targeting, it might become a potential revenue source.
Monetization and Core Web Vitals:
One of the most significant changes that came out in 2021 was core web vitals. Many publishers are still getting their heads around the concept.However, one thing is certain: core web vitals aren’t going away, and they’re expected to be in the spotlight again in 2022.
Because the majority of websites do well in terms of First Input Delay, Google may propose a new criterion. In 2022, Google will place a greater emphasis on user experience, and publishers should expect more SEO improvements.
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