Over the years, some Mobile Adtech trends have completely evolved, while others have grown only iteratively.
However, each trend has contributed significantly to moving ads, including mobile ads, a little more in the future, exponentially improving the experience for users, advertisers, and publishers.
Here are five trends that will be the dominant forces.
Consolidation of the sector: it cannot stop, it will not stop
History shows that the consolidation of the sector is a natural process and that the systemic forces of the market can predict our evolution.
We will continue to see companies with exclusive offers and market positions being bought by the main players, while the lack of investment will solve others and free the industry from the impasse.
China’s innovative dragon
The (not so) best kept secret in the advertising technology industry in China. It is the largest smartphone market in the world and has become an innovative dragon in the emerging world. Innovations in China are much greater than in the West, and the technology industry continues to attract attention, talent, and investment from the rest of the world
As a market that favors Mobile Adtech, China has the potential to eliminate other players. Unlike other markets, the usual dominant players, like Google, Facebook, and Twitter, are not at risk of walled gardens.
Many of the local and local players, such as Baidu, Alibaba, and Tencent, have been successful and the technology industry, especially the mobile phone companies, is overtaking the United States.
Prepare for transparency and accountability
The main themes of this year were mobile video, programmatic advertising, and advertising fraud. In 2020, spending on mobile video ads is expected to increase 49% to almost $ 18 billion, and people worldwide will see 25% more videos on phones and tablets, according to Zenith.
In 2021, almost 80% of programmatic ad spend will go to mobile ads instead of desktop ads, while advertisers are expected to lose $ 19 billion from fraudulent activity, which equates to $ 51 million a day.
But are advertisers ready to deal with this level of complexity in terms of control, transparency, and accountability?
CMOS is in charge and must prepare for an arduous journey while technology partners are held accountable for their actions and question business models.
Years of laggards and late majority
2021 will be the year of expropriators and we will see the emergence of participants in the “ late majority ” segment of their business cycle.
Most of the latter tend to move last in the sector after others have had the courage to take the first step and base their change on experience in the sector.
While the pioneer advantage is beneficial to some, latecomers will eventually be able to unlock and “perfect” the most valuable assets they have retained for emerging and demonstrated technologies.
Artificial intelligence and machine learning will push the limits of possibilities for Mobile Adtech
For the ad technology industry, money is about a user who clicks on an ad; Predicting clicks on ads using AI, machine learning or deep learning techniques can be very helpful in improving efficiency and increasing revenue.
We have just erased the importance of predicting user behavior and its benefits, but those who can make accurate estimates will change the way companies interact with consumers.
So what now?
In the struggle for survival, the fittest will win at the expense of its competitors; but to survive, they must adapt and have the ability to transform investment into innovation.
Ad technology trends rarely mature overnight; and as the industry discovers how to improve the user experience and also increase revenue, there will be a lot of discussions until the industry ends.
However, explosive strides have been made in improving mobile advertising in recent years. At the heart of it, all is innovation, so now it is more important than ever not to stop innovating.