Gartner Research

What's Next for Programmatic Advertising?

Published: 05 April 2018

ID: G00347180

Analyst(s): Andrew Frank , Martin Kihn


Even as programmatic advertising moves beyond its remnant origins and expands its viability, new challenges confront it. Marketing technology leaders can use this research to find out where it's heading and plan their next moves.

Table Of Contents


  • People-Based Marketing Powers Walled Gardens
    • Header Bidding
    • Privacy and Open Gardens
  • Market Concentration Threatens Also-Rans
    • Mobile Migration
    • Engagement With Apps
  • Programmatic In-App Presents Perils and Promise
    • Server-Side Processing
    • Proliferation of Ad Formats
  • Emerging Programmatic Channels
    • Programmatic TV
    • Audio
    • Digital Out of Home
  • Blockchains for Programmatic on the Horizon
  • Recommendations

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