4 AdTech Trends to Adopt in 2018

http://www.dmnews.com/agency/4-adtech-trends-to-adopt-in-2018/article/745801/

1. Header Bidding
Up until now, the bidding model on Google Doubleclick has reigned supreme (whether advertisers like it or not). However, Header Bidding presents advertisers with an alternative: Using hidden website coding to ensure the best possible pricing for the best ad spots. Although a growing phenomenon, currently only 12% of premium websites are using this model.

2. Next Gen Social Media
Until now social advertising almost exclusively referred to Facebook and Linkedin, however Twitter and Snapchat have made major investments to ensure that they capture market share. Both platforms have made major investments in ad tech and look to be more turnkey solutions for advertisers to reach their intended audience in a social context.

3. Disappearing Ads
Here again, Snapchat has proven incredibly influential within social advertising. Realizing that consumers who want access to on-demand services will make decisions immediately and on the fly, fewer brands are investing in retargeting and instead on ads that do not reappear after the initial impression. "Ephemeral Marketing", catalyzed by Snapchat's disappearing content, uses short term content and flash deals to connect with viewers in real time. This has become a particularly salient tactic for promotion and awareness campaigns by the likes of McDonalds and Taco Bell.

4. Purchase Intelligence
Increasingly brands are emphasizing the importance of purchase intelligence to strengthen their audience targeting. Banks, in particular, have been using these technologies to better understand their customer base and market to them based upon individual behavior. Customizable ad experiences built for each users unique journey is the new normal; this is predicated on purchase intelligence. 

In sum, ad tech continues to shape the way that brands engage their audience. With emphases on social, audience targeting, purchase data and alternative bidding models, 2018 will once again change the way that major brands use the internet to reach and communicate with their customers.