Comscore：2023年程序化广告行业发展现状报告（中译版）（28页）.pdf

1、WHAT ARE MARKETERS DOING WITH THEIR CHANNELS,PARTNERS,AND TACTICS IN 2023?2MEET YOUR HOSTSAngela RodriguezH E A D O F S A L E SP R O X I M I C B Y C O M S C O R EJessica TrainorH E A D O F PA RT N E R S H I P SP R O X I M I C B Y C O M S C O R E3I N T R O D U C I N G P R O X I M I CB Y C O M S C O R

2、 EP O W E R F U L A U D I E N C E S F O R A N Y C U S T O M E R O N A N Y P L AT F O R M43214ProgrammaticIndustrySurvey OverviewSurvey ResultsKey TakeawaysAGENDA5THE PROGRAMMATIC INDUSTRY TODAYNote:digital display ads transacted or fulfilled via automation,including everything from publisher-erected

3、 APIs to more standardized RTB technology;included native ads and ads on social networks like Facebook and Twitter;included advertising that appears on desktop/laptop computers,mobile phones,tablets and other internet-connected devicesSource:eMarketer Nov 2022 Insider Intelligence$50.19$65.51$82.36$

4、114.70$127.34$148.83$168.02 35.0%30.5%25.7%39.3%11.0%16.9%12.9%83.6%86.4%88.1%89.3%90.2%91.1%91.5%0%10%20%30%40%50%60%70%80%90%100%$-$20.00$40.00$60.00$80.00$100.00$120.00$140.00$160.00$180.002018201920202021202220232024programmatic digital display ad spending($B)%change%of total digital display ad

5、spendingU.S.P R O G R A M M A T I C D I G I T A L D I S P L A Y A D S P E N D I N G,2 0 1 8-2 0 2 4Programmatic will account for digital display dollarsExpected to surpass in ad spending this year6WHATS THE BUZZ“Why Mobile App Marketers Need Contextual Targeting”“Cookies Are Behind Us,Probabilistic

6、Data is Ahead”“Finding Marketing Channel Balance in an Unbalanced World”“Podcast ad buyers have yet to see a slowdown”“They are blatantly blocking news:Confessions of a programmatic sales lead on brand safety filters impact on publishers direct-sold ads”“We have too much volume:The open programmatic