It seems that programmatic advertising will need to adapt when 5G finally (truly) arrives in the US. The slow loading times caused by programmatic advertising will no longer be tolerated in a 5G world. Indeed, the NY Times announced late last year it would remove open marketplace programmatic ads from its mobile app starting Jan 2020 because slow loading times detract from the user experience. One article makes a few suggestions: First, to move from the cloud to the edge - to get closer to the consumer and reduce latency. This certainly makes sense intuitively, however it is bear noting that for more intensive compute and storage, the cloud will still be necessary. Two additional suggestions relate to increasing use of AI applications and "probabilistic" data (rather than deterministic data) - meaning ML-trained data sets and the like. While this is a logical extension, it can be very compute and storage heavy, and can be at odds with the first suggestion of moving content from the cloud to the edge. Regardless, the problem sounds very real, and the rise of 5G will necessitate more changes and advancements to keep up with (i) faster speeds and (ii) increased demand that comes with faster speeds.
The topic of programmatic advertising is very interesting - I am looking forward to going further down the technical rabbit hole!
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