More than 25 years after the appearance of the first banner ad, modern browser restrictions affecting third-party cookies have had a foundation-shaking effect on display advertising. In addition, advertisers now have access to numerous opportunities for marketing across connected channels like Connected TV (CTV). 

So, what is the outlook in this post-cookie environment that offers you so many digital variants?

It goes without saying that disruption means innovation, which means that HTML5 digital display ads should embrace the new resurgence in the industry that’s now more focused on effectiveness rather than efficiency. 

Below is a look at what’s next for the display ads industry. 

html5 digital display ads

html5 digital display ads

The Challenges

  • Moving forward, the display market must contend with increased investment and focus on channels and high-impact formats such as audio, video, native, Over-the-top (OTT) media services, and Digital Out-of-Home (DOOH) media.
  • An environment without access to third-party cookies is driving innovation in terms of privacy-compliant optimization and targeting. 
  • Degrading third-party cookies mean a move towards a single identifier owned by a neutral party instead of depending on a single company’s infrastructure.
  • Display still faces a legacy stigma that assumes that they are all in a 300×250 format. 
  • Further, more should be done to address mistakes made in marketplaces over the last few years to increase the programmatic potential of audio, TV, DOOH, and other new media. 

The Most Exciting Developments

  • The rebuilding of ad-based foundation to focus on the user first and privacy, which helps create a user content framework that is addressable and trusted on the open web. 
  • Growth of unified identifiers that don’t rely on the third-party cookies, while programmatic innovations create outcome-based models for bidding that do not rely on Cost-per-thousand ad impressions metric (CPM).
  • Developments in the contextual data sphere will increase the capacity of marketers to reach specific audiences with verification from third parties. Parties such as the Global Alliance for Responsible Media are now taking an important role in advocating for more responsibility, cleaning up the ecosystem, and removing resellers.
  • The traditional blacklist keyword is shifting towards a dynamic and customized brand suitability approach through programmatic technics. This helps advertisers access premium inventory with better brand alignment and more control over how much they spend on ads. 
  • CTV presents a huge opportunity for advertisers to reach a highly specific audience that is engaged. 
  • The outdoor industry businesses are realizing significant growth as CTV becomes measurable and addressable such that advertisers gain value. 
HTML5 banner

HTML5 banner

Developments Likely to Disrupt the Display Ads Industry

  • The impending death of third-party cookies will lead to the innovation of identity tools that create a scale to compete with Facebook and Google, offering advertisers the ROI they yearn. 
  • Privacy regulations such as General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) championed by device makers and browsers will lead to a cookie-less online world. Expect the establishment of data practices and industry consortiums aiming towards more controllable IDs and transparent solutions across all screens. 

 Overall, the display ads industry is changing. This means more opportunities, and you must change to adapt to the new environment. Keep in mind that customers now expert more thought into the process, and if you are not delivering engaging, relevant ads, your customers will use ad blockers!