Brands face pressures to improve their media buying strategies amidst the content boom. The industry is shifting focus from quantity to quality, with many embracing innovative ad tech tools. Increasing reliance on first-party data and a move away from traditional digital advertising methods, particularly the 'walled gardens' of Big Tech, have marked this transition. Advertisers are exploring outside solutions, seeking value and effectiveness, while premium content channels thrive as advertisers prioritize impactful engagement and measurable returns.
Brands are appraising their approaches and, rightly, asking how to extract more value from their digital spend. The Trade Desk is working closely with many of the world's biggest brands on this journey.
Advertisers have lost patience with their murky practices, cheap reach and low impact. Instead, brands have embraced identity and targeting solutions outside of walled gardens, helping swing momentum towards the open internet.
Modern data and AI tools, such as OpenSincera and Kokai, can help advertisers soar. This evolution has cleared the runway for programmatic to take off.
Powerful forces are pushing brands to prioritise quality over quantity. From widespread adoption of first-party data to the growth of premium channels, a new approach to digital advertising innovation is here.
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