In 2024, new advertising stacks will offer publishers greater efficiency, control and simplicity

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By André Baden Semper, CEO of Nexx360

2024 should see an acceleration of the transformations initiated last year by publishers in programmatic and adstack. To anticipate the disappearance of third-party cookies, players are adopting, integrating and testing alternatives such as universal IDs, contextual targeting or the use of proprietary data. This work has often led them to revisit their adstack in order to gain greater control, efficiency and transparency over the monetization of their inventories across all channels.

More open adoption of server-bidding

Server-to-server bidding emerged to offset some of the negative effects of header bidding, notably on ad loading speed (due to the multiplication of ad calls via the user’s device) and user experience. Recently, this integration has been adopted by the most mature players in the market, while some have retained their client-side integration while reducing the number of SSPs integrated into the competition to preserve the user experience. However, this strategy reduces competition, and therefore the opportunity to sell at the best price.

Against a backdrop of inflation, technical and regulatory changes, publishers could this year be turning more massively to new-generation server-bidding solutions, enabling them both to maximize their Yield and preserve their advertising performance and more effective control.

Programmatic video breaks free from (over-) technical constraints

When it comes to formats, video is likely to remain at the heart of publishers’ thinking. Quality supply remains below demand, a principle reinforced by the latest technical recommendations on format classification. On the one hand, publishers will be looking to increase their qualitative video inventories, and on the other, to rely on marketing technologies that enable them to optimize their yield while avoiding the latency effects and technical complexities of legacy solutions.

A more responsible industry that reduces unnecessary energy consumption

Driven by their own commitments, recent regulatory developments and advertiser demand, publishers are now taking environmental issues very seriously. New technologies are helping them to address these issues. Server-side bidding and throttling, for example: the former optimizes the energy consumption of programmatic flows by passing through servers rather than Internet users’ terminals, while the latter drastically reduces unnecessary advertising calls.

We’re betting that, by 2024, the most innovative publishers will be able to demonstrate their resilience and technological agility, and turn the many strong external constraints to their advantage.

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