On the other hand, the overall sentiment of a page, whether positive, neutral or negative, is determined by considering the emotion ratings associated with it. So, for example, fun, love or hope are different emotions that can be classified under the positive sentiment category, even if those specific words are absent. So, if a probabilistic approach is taken based on keywords, it will never be accurate.
Returning to programmatic advertising, and given its efficiency, data and scalability, it is not going away. In addition, the technology that allows us to know which ad placements are quality and suitable for advertisers will only increase.
4. Given the growth in video content consumption over the past year, what challenges and opportunities does this present for marketers?
Lockdowns around the world have caused consumers to shift their focus to the digital environment, turning their attention to online news, streaming platforms , and Connected TV (CTV) devices such as smart TVs, Chromecast, etc.
In Spain, according to our recent research Press Play: CTV & Advertising , 96% of users watch streaming content via Connected TV. And furthermore, 87% of CTV users watch some type of streaming video content with advertising.
This highlights that viewers are increasingly open to video options, so the digital advertising industry has the opportunity to help advertisers meet consumer needs through a pleasant experience. However, challenges remain in buying media in CTV, due to the complexity of this environment, which includes, among other things, multi-channel or aggregation platforms.
And if you look at leading markets such as the US, where programmatic CTV slovenia number data ad spend is set to exceed $10 billion by 2021, there is huge potential for Europe to follow suit. And to future-proof video inventory, industry standards will be crucial and rapid adaptation should be a priority for broadcasters.
incorporate ad verification into their CTV inventory to ensure it is free of invalid traffic (IVT) and viewable. And like them, marketers should implement these measurement technologies to ensure their campaigns are hitting the mark.
5. What about the supply route in digital advertising? How can we understand the costs and quality of media at each stage of media buying?
Last year saw an industry-wide evolution in supply chain transparency. Part of the problem, however, is that transparency means something different to each supplier.
In our case, and since 2020, IAS technology, which includes Amino Payments and Total Visibility, has helped advertisers track media spend down to the last cent. This way, it takes into account impressions that were going to be wasted and redirects them towards premium inventory. And at the same time, it helps publishers to obtain greater performance.
Furthermore, as more advertising budgets shift from traditional offline media to modern programmatic buying platforms, supply chain optimization will increasingly become a necessary element of smart media buying.
In all of this, it is important that the industry operates well. Because not only do we have the opportunity to correct many of the intractable challenges of the present, but we will be able, if we act appropriately, to be well positioned to take advantage of the opportunities that arise in 2022 and beyond.