Thought Leadership

VIDEO: US Programmatic Trends

September 16, 2019
By Rubicon Project

Ryan Mulcahy, Head of Revenue for North America, highlights major programmatic trends that will impact the US market in the coming year. He explains the growing importance of video, and why it’s more important than ever for the industry to standardize on one unified ID.


What are this year’s biggest programmatic trends in the US?

Definitely video and identity. Video is obviously just exploding programmatically and the amount of people that are watching television over the top is just changing the way that programmatic can address television. Still, a huge amount of dollars that are focused at TV are dummy dollars. They’re not programmatically spent. And so that shift is going to be massive over this year and future years.

Every single ad you see is going to be tailored to you whether it’s on TV or across the web. And that’s not happening yet. So there’s a huge opportunity there.

The other one, as I just mentioned, is identity. We are still transacting largely based on a cookie. And that’s something that’s going to change, as they build an identity graph and we have persistent IDs. That’s going to allow the independent web to really explode.

Because one of the reasons that Facebook and Google has been able to dominate so much the spend is because they have that persistent ID. And they make it simple for buyers and sellers to transact. So when that gets out in the open web, it’s going to be game changing.

And I think those two things are already happening, but by the end of this year, you’re going to see an explosion of the two.


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