Newswire - April 2023

Programmatic is becoming invisible, argues one AdTech executive, as advertisers increasingly view it as a tool rather than as a standalone "channel." He's not wrong: Programmatic advertising tactics have become an integral part of the overall advertising ecosystem, and RTB (real-time bidding) is often a necessary practice when it comes to purchasing across many channels, such as Connected TV, Digital Out-of-Home, Digital Audio, Online Video, and (of course) Display. (Beet.TV)

A recent survey found that young Americans ages 18 to 34 strongly favor audio as a channel, listening to podcasts nearly as much as they are watching traditional, linear TV. Podcast advertising in particular was found to be more effective than broadcast ads when it came to driving consumer action, and had a more significant impact overall on listeners' brand awareness, brand recall, and purchase intent. (Sounds Profitable)

Despite the rise of newer ad formats like native ads and social media ads (not to mention emerging channels like CTV and DOOH), banner ads aren't going anywhere and still account for a significant portion of ad spend and impressions. Banners have always offered wide reach and cost-effective, measurable results -- advances in AdTech that allow for more targeting and personalization have only served to make them more effective. (AdExchanger)