Digital Advertising Trends Report 2021

Welcome to Smaato’s 2021 Trends Report!

Executive Summary: Preview

We are excited to share key insights into the digital advertising landscape, across a variety of channels and devices.

Combining industry research with Smaato’s own proprietary data and insights, we’ve seen clear themes emerge from 2020 into 2021.

A shift to delivering experiences delivers results. A renewed focus on delivering outstanding user experiences drives ROI for publishers and marketers alike. Innovative ad formats, advanced audience segmentation, and contextual targeting helps improve UX and brand sentiment while driving higher eCPMs.

Demand for OTT/CTV soars. In video’s latest evolution, streaming via the internet continues to gain major momentum. While ample solutions exist for publishers to monetize their OTT/CTV inventory, selecting the right partner for OTT is critical for ensuring long-term success, eliminating third party vendor costs, reducing the risk of OTT fraud, and delivering positive viewer experiences. A rise in AVOD (ad-supported video content) is likely spurred on by the plethora of subscription services on the scene, and more conscious spending post-pandemic.

More info, more power. Private programmatic bidding gains traction. As the need for transparency becomes crucial for privacy law compliance, in-app bidding adoption is accelerating. Plus, header bidding for mobile offers a powerful alternative to traditionally unfair waterfall auctions.

Evolving privacy regulation drives change, and paves the way for first party data to reign. As cookie crumble and privacy laws evolve, first party data management will become a top priority – and leveraging this data, a key opportunity.

Plus, we’ll share a quick analysis of growing verticals in light of the COVID-19 pandemic and its impact on the digital advertising industry. Fill out the form to read the full report.