{"id":33629,"date":"2025-01-31T14:43:20","date_gmt":"2025-01-31T13:43:20","guid":{"rendered":"https:\/\/yieldbird.com\/research-hub\/?p=33629"},"modified":"2026-06-09T10:25:08","modified_gmt":"2026-06-09T08:25:08","slug":"reflecting-on-2024-expert-insights-on-the-programmatic-industry","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/reflecting-on-2024-expert-insights-on-the-programmatic-industry\/","title":{"rendered":"Reflecting On 2024 – Expert Insights on the Programmatic Industry"},"content":{"rendered":"\n

As the digital advertising landscape continues to evolve, programmatic advertising remains at the forefront of innovation, shaping the way brands connect with audiences. The year 2024 is poised to bring a wave of advancements, challenges, and opportunities that will redefine the programmatic industry yet again.<\/p>\n\n\n\n

To gain insight into what lies ahead, we\u2019ve consulted top industry experts\u2014leaders in ad tech, data analytics, and media buying\u2014to share their perspectives on the biggest challenges, trends, fears and strategies that allowed them to thrive in programmatic advertising. Through the growing importance of AI and innovation, to the key success metrics, their views offer a comprehensive summary of 2024\u2019s dynamic programmatic landscape.<\/p>\n\n\n\n

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We asked 6 questions:<\/strong><\/p>\n\n\n\n

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  1. Looking back at 2024, what was the biggest challenge this year?<\/li>\n\n\n\n
  2. How has the programmatic advertising landscape evolved for publishers in 2024, and what trends have had the biggest impact on your strategies?<\/li>\n\n\n\n
  3. What are the biggest fears or concerns heading into 2025, and how are you preparing to address them?<\/li>\n\n\n\n
  4. With the growing importance of AI, how do you see its impact on the ecosystem?<\/li>\n\n\n\n
  5. What technological innovations do you think will define the next wave of digital publishing, and how are you preparing to leverage them?<\/li>\n\n\n\n
  6. To measure your success, what key indicators have you been focusing on this year? Will that change in 2025?<\/li>\n<\/ol>\n\n\n\n

    Here are their thoughts.<\/p>\n\n\n\n

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    Looking back at 2024, what was the biggest challenge this year?<\/strong> – Finding ways to keep-up our margin while the display media spends are generally stagnating. Also navigating through the complexity of programmatic media selling at the same time. In parallel we can feel that traditional media houses compete heavily with social media and the still increasing spend on these platforms.<\/em><\/p>\n\n\n\n

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    How has the programmatic advertising landscape evolved for publishers in 2024, and what trends have had the biggest impact on your strategies? <\/strong>– Contextual advertising was one of our biggest focus areas. Offering alternatives to the slowly but surely signalless traffic. We have a quite high iOS traffic share in Switzerland, and were very early on forced to act. Now we offer Contextual & Data Cleanroom targeting. <\/em><\/p>\n\n\n\n

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    What are the biggest fears or concerns heading into 2025, and how are you preparing to address them?<\/strong> – Traffic Decrease due to AI Agents – something we can’t have an effect on, [we address them by] changing User behaviour. <\/em><\/p>\n\n\n\n

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    With the growing importance of AI, how do you see its impact on the ecosystem?<\/strong> – Currently I do not see too much impact on our industry – GenAi will change the Buy side and agency industry first – but rather on the creation\/creative end of things, but also real time campaign optimisation. Once agents are good enough trading and reporting can also be effected. <\/em><\/p>\n\n\n\n

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    What technological innovations do you think will define the next wave of digital publishing, and how are you preparing to leverage them?<\/strong> – I think the market will try to find effective ways to lower the overall take rate – more direct integrations by large advertisers through header bidding integrations. (Adnuntius, TTD Open Path, etc.) Curation is now a buzzword, and will grow in use, but there are many players that do not add much value – although the ones with good signals and data could build a business around it. <\/em><\/p>\n\n\n\n

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    To measure your success, what key indicators have you been focusing on this year? Will that change in 2025?<\/strong> – We optimize our entire corporation towards EBIT – but this year and next year is going to be the year of our DACH expansion and growth. So we also look to increase revenues. We will focus on increasing Impressions through new valuable inventory, as well as increasing overall CPM through new formats and data (data clean rooms or retail media offering) <\/em><\/p>\n\n\n\n

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    Phil Zeidler <\/strong><\/p>\n\n\n\n

    Director Programmatic & Yield, Audienzz (Switzerland) <\/p>\n\n\n\n

    <\/strong>LinkedIn<\/strong><\/a><\/p>\n<\/div><\/div>\n\n\n\n

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    Looking back at 2024, what was the biggest challenge this year?<\/strong><\/em> – The biggest challenge in 2024 was adapting to changes related to user privacy protection, particularly in the context of implementing regulations such as the Digital Markets Act and replacing third-party cookies with technologies based on first-party data. Additionally, managing performance and monetization in a header bidding environment required investments in infrastructure optimization and the development of partnerships with trusted technology providers.<\/em><\/p>\n\n\n\n

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    How has the programmatic advertising landscape evolved for publishers in 2024, and what trends have had the biggest impact on your strategies?<\/strong> – The programmatic market for publishers has been dynamically developing thanks to:<\/em><\/p>\n\n\n\n