A new report from Adobe outlines the past 25 years of digital advertising and predicts future change in programmatic TV and more ad-tech consolidation.
of digital advertising, including big moves like Yahoo launching search ads in 1996 to Snap's rollout of ads in 2016. The report also details advertisers' shift from direct to programmatic buying.
For its part, Adobe is focusing on building programmatic pipes for buyers to plan and measure addressable TV , OTT and digital video. The companyAd-tech consolidation will continue — and brands are asking for itin ad tech, with eventually two or three companies emerging to compete with Facebook and Google.
Advertisers began grappling with tough problems like ad fraud, viewability and brand safety issues nearly 10 years ago. While advertising boycotts over brand-safety concerns on "We just have to be diligent and mindful about it, but we're not spending an outsized amount of time on them as we used to be," he said.While technical issues in digital advertising are getting better, brands face new pressure to orchestrate marketing across multiple platforms.
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