{"id":32925,"date":"2023-09-25T16:27:54","date_gmt":"2023-09-25T20:27:54","guid":{"rendered":"https:\/\/quebecorexpertisemedia.com\/?p=32925"},"modified":"2023-09-25T16:29:49","modified_gmt":"2023-09-25T20:29:49","slug":"programmatic-is-premiumizing","status":"publish","type":"post","link":"https:\/\/quebecorexpertisemedia.com\/en\/programmatic-is-premiumizing","title":{"rendered":"Programmatic is &#8220;premiumizing&#8221;"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"32925\" class=\"elementor elementor-32925\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ded17f2 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"ded17f2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-27d70f3c\" data-id=\"27d70f3c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-30be913 elementor-widget elementor-widget-menu-anchor\" data-id=\"30be913\" data-element_type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"CONSOMMATEUR\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7e62e2bc elementor-widget elementor-widget-heading\" data-id=\"7e62e2bc\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">industry trend : programmatic<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ff79375 elementor-widget elementor-widget-text-editor\" data-id=\"ff79375\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Programmatic has transformed the way digital advertising is sold and bought by improving campaign effectiveness through:<\/p><ul><li>process automation;<\/li><li>refined targeting capabilities;<\/li><li>real-time performance measurement.<\/li><\/ul><p>All while reducing expenses. In fact, <strong>25%<\/strong> of advertisers consider <strong>cost reduction<\/strong> as the main factor for investing in programmatic.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-23569e7e elementor-widget elementor-widget-heading\" data-id=\"23569e7e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-medium\">Programmatic advertising: the locomotive of the digital universe<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-10ac3918 elementor-widget elementor-widget-gallery\" data-id=\"10ac3918\" data-element_type=\"widget\" data-settings=\"{&quot;gallery_layout&quot;:&quot;masonry&quot;,&quot;columns&quot;:1,&quot;columns_tablet&quot;:1,&quot;columns_mobile&quot;:1,&quot;gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;link_to&quot;:&quot;file&quot;,&quot;overlay_background&quot;:&quot;yes&quot;,&quot;content_hover_animation&quot;:&quot;fade-in&quot;}\" data-widget_type=\"gallery.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-gallery__container\">\n\t\t\t\t\t\t\t<a class=\"e-gallery-item elementor-gallery-item elementor-animated-content\" href=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2023\/09\/Programmatic-advertising-the-locomotive-of-the-digital-universe-1.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"10ac3918\" data-elementor-lightbox-title=\"Programmatic advertising the locomotive of the digital universe\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzI5MzgsInVybCI6Imh0dHBzOlwvXC9xdWViZWNvcmV4cGVydGlzZW1lZGlhLmNvbVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyM1wvMDlcL1Byb2dyYW1tYXRpYy1hZHZlcnRpc2luZy10aGUtbG9jb21vdGl2ZS1vZi10aGUtZGlnaXRhbC11bml2ZXJzZS0xLnBuZyIsInNsaWRlc2hvdyI6IjEwYWMzOTE4In0%3D\">\n\t\t\t\t\t<div class=\"e-gallery-image elementor-gallery-item__image\" data-thumbnail=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2023\/09\/Programmatic-advertising-the-locomotive-of-the-digital-universe-1.png\" data-width=\"1700\" data-height=\"870\" aria-label=\"Programmatic advertising the locomotive of the digital universe\" role=\"img\" ><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-gallery-item__overlay\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-350accc5 elementor-widget elementor-widget-text-editor\" data-id=\"350accc5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"_04xlpA direction-ltr align-start para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Sources: emarketer, <\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Programmatic Ad Spending Forecast Q1 2023<\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">, February 2023 and <\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">The State of Programmatic Advertising in 5 Charts<\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">, August 2023 \/ WARC, <\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">The Future of Programmatic<\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">, 2023 \/ Statista, <\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Digital advertising in Canada &#8211; statistics &amp; facts<\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">, June 2023 \/ Codeur Blog, <\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Comment fonctionne la publicit\u00e9 programmatique ?<\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">, April 2022<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3864a989 elementor-widget elementor-widget-text-editor\" data-id=\"3864a989\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>And now, programmatic is rapidly expanding into new channels, such as <strong>connected TV, retail media<em>, <\/em><\/strong>and<strong> digital advertising, <\/strong>increasing the possibilities for targeting and creativity.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-31d5d619 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"31d5d619\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4124c041 elementor-widget elementor-widget-heading\" data-id=\"4124c041\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-medium\">Advertisers are moving away from the open ad exchange<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-df6254b elementor-widget elementor-widget-text-editor\" data-id=\"df6254b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Behind these promising prospects, the current programmatic system hides many shortcomings. <strong>Lack of transparency, <\/strong>advertising <strong>fraud<\/strong>, low <strong>viewability <\/strong>. . . all this hinders its effectiveness. \u00a0This is especially true in the <strong>open marketplace<\/strong>, where purchases are not guaranteed. Added to this are the issues of <strong>data protection<\/strong> and user consent.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f3eb8de elementor-widget elementor-widget-heading\" data-id=\"6f3eb8de\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-medium\">The growing scourge of MFAs (made-for-advertising sites)<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-66e602c1 elementor-widget elementor-widget-gallery\" data-id=\"66e602c1\" data-element_type=\"widget\" data-settings=\"{&quot;gallery_layout&quot;:&quot;masonry&quot;,&quot;columns&quot;:1,&quot;columns_tablet&quot;:1,&quot;columns_mobile&quot;:1,&quot;gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;link_to&quot;:&quot;file&quot;,&quot;overlay_background&quot;:&quot;yes&quot;}\" data-widget_type=\"gallery.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-gallery__container\">\n\t\t\t\t\t\t\t<a class=\"e-gallery-item elementor-gallery-item\" href=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2023\/09\/The-growing-scourge-of-MFAs-made-for-advertising-sites.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"66e602c1\" data-elementor-lightbox-title=\"The growing scourge of MFAs (made-for-advertising sites)\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzI5NDAsInVybCI6Imh0dHBzOlwvXC9xdWViZWNvcmV4cGVydGlzZW1lZGlhLmNvbVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyM1wvMDlcL1RoZS1ncm93aW5nLXNjb3VyZ2Utb2YtTUZBcy1tYWRlLWZvci1hZHZlcnRpc2luZy1zaXRlcy5wbmciLCJzbGlkZXNob3ciOiI2NmU2MDJjMSJ9\">\n\t\t\t\t\t<div class=\"e-gallery-image elementor-gallery-item__image\" data-thumbnail=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2023\/09\/The-growing-scourge-of-MFAs-made-for-advertising-sites.png\" data-width=\"1700\" data-height=\"943\" aria-label=\"The growing scourge of MFAs (made-for-advertising sites)\" role=\"img\" ><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-gallery-item__overlay\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d16e05c elementor-widget elementor-widget-text-editor\" data-id=\"3d16e05c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"_04xlpA direction-ltr align-start para-style-body\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Source: Digiday,<\/span> <span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Programmatic ads pose new brand risks amid the generative AI boom<\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\"> and <\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">WTF are made-for-advertising sites (MFAs<\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">), June 2023<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3bf16a02 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"3bf16a02\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5c1d211a elementor-widget elementor-widget-heading\" data-id=\"5c1d211a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-medium\">private marketplaces, more popular than ever\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e2366e1 elementor-widget elementor-widget-text-editor\" data-id=\"4e2366e1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The current context is reviving interest in <strong>private marketplaces (PMPs)<\/strong>, which have been growing steadily for several years. Indeed, the advantages of secure agreements in terms of <strong>added value <\/strong>are many:<\/p><ul><li>on the advertiser side, they provide access to <strong>premium audiences<\/strong> in <strong>trusted environments<\/strong>;<\/li><li>on the publishers&#8217; side, they allow them<strong> to regain control<\/strong> over their inventory, by selecting the advertisers participating in the auction.<\/li><\/ul><p>More broadly, strengthening direct <strong>relationships<\/strong> between advertisers and publishers is a key element in the development of <strong>post-cookie strategies.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4a325b9 elementor-widget elementor-widget-text-editor\" data-id=\"4a325b9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>To learn more about this, check out our <a href=\"https:\/\/quebecorexpertisemedia.com\/en\/clean-rooms-the-golden-path-in-the-post-cookie-era\">article on sharing first-party data and clean rooms<\/a>.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>industry trend : programmatic Programmatic has transformed the way digital advertising is sold and bought by improving campaign effectiveness through: process automation; refined targeting capabilities; real-time performance measurement. All while reducing expenses. In fact, 25% of advertisers consider cost reduction as the main factor for investing in programmatic. Programmatic advertising: the locomotive of the digital [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":32926,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[105],"tags":[],"class_list":["post-32925","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-trends"],"acf":[],"_links":{"self":[{"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/posts\/32925","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/comments?post=32925"}],"version-history":[{"count":0,"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/posts\/32925\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/media\/32926"}],"wp:attachment":[{"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/media?parent=32925"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/categories?post=32925"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/tags?post=32925"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}