Digital Display Advertising 2019

Nine Trends to Know for This Year’s Media Plan

About This Report
Will the duopoly dominate in 2019? Will consumer privacy concerns challenge marketers’ efforts? This report explores these digital display trends and more.
Table of Contents

Executive Summary

Cries for greater transparency and advertising accountability got louder in 2018. In 2019, the call to arms must be answered. Marketers failing to do so won’t just be causing a further rift between themselves and their customers—they’ll be setting themselves up for failure.

What will consumer demands for privacy and data control mean for marketers in 2019?

Marketers are going to have to prepare for impending regulation and heightened privacy concerns, whether they want to or not. This will mean scrutinizing their data collection practices and making sure they are meeting regulatory requirements and consumer expectations.

Will the rollout of app-ads.txt happen in 2019?

It will, but adoption of the in-app version of ads.txt—a text file on publishers’ sites that lists vendors with permission to sell inventory—won’t flow to every corner, nor will it solve all the ad fraud woes that currently plague mobile app advertising.

Is the identity graph in trouble?

In some ways, yes. Apple’s ITP 2.0, continued ad avoidance, rises in falsified audience data sets and the California Consumer Privacy Act are all pulling at the strings of this fragile web.

Will it be harder for advertisers to move dollars from TV to digital?

Actually, it will become easier, thanks to mergers and acquisitions over the past year and the growing efforts of big networks and broadcasters to iron out measurement inconsistencies between TV and digital. However, don’t expect frequency capping issues to go away any time soon.

Will the duopoly’s hold finally start to dwindle?

No. In spite of mounting frustration and distrust from consumers and marketers, the latter will not turn away from the biggest players in the digital ad space.

WHAT’S IN THIS REPORT? This report covers nine trends we expect to affect the digital display advertising space this year.

KEY STAT: The duopoly will still dominate digital display advertising, accounting for slightly more than half of all US digital display ad dollars this year.

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Table of Contents

  1. Executive Summary
  2. No. 1: Consumer Privacy and Security Concerns Will Force Marketers to Get Their Data Houses in Order
  3. No. 2: App-Ads.txt Adoption Will Happen—at Least Among the Major Mobile Players
  4. No. 3: The Feds Will Take Greater Interest in Ad Fraud
  5. No. 4: Identity Graphs Will Grapple with Added Challenges
  1. No. 5: The Duopoly Will Still Dominate Digital Display
  2. No. 6: In-Housing Will Shift to Customer-Experience Efforts
  3. No. 7: The Push for Line-by-Line Tech Tax Breakdowns Will Continue
  4. No. 8: Consumers Will Start to Feel Subscription Fatigue
  5. No. 9: Buyers and Sellers Alike Will Buy into Rewarded Video
  1. Key Takeaways
  2. eMarketer Interviews
  3. Read Next
  4. Sources
  5. Media Gallery

Interviewed for This Report

Kristy Barger
MoPub, a Twitter Company
Senior Programmatic Demand Lead
Interviewed November 27, 2018
Rajiv Bhat
Senior Vice President, Data Sciences and Marketplace
Interviewed December 10, 2018
Mike Bloxham
Senior Vice President, Global Media and Entertainment
Interviewed December 3, 2018
Jane Clarke
Coalition for Innovative Media Measurement (CIMM)
CEO, Managing Director
Interviewed December 5, 2018
Phil Cowlishaw
Head of AdCloud, Australia and New Zealand
Interviewed November 27, 2018
Dave Deasy
Senior Vice President, Marketing
Interviewed November 30, 2018
Mac Delaney
Senior Vice President, Media Investment and Strategy
Interviewed November 16, 2018
Shailin Dhar
Method Media Intelligence
Co-Founder, CEO
Interviewed November 26, 2018
Anne Frisbie
Senior Vice President, Global Brand and Programmatic and Head of Sales, North America
Interviewed December 10, 2018
Max Jaffe
Managing Partner, Programmatic Practice Lead
Interviewed October 16, 2018
Romain Job
Smart Ad Server
Chief Strategy Officer
Interviewed November 21, 2018
Harry Kargman
Founder, CEO
Interviewed November 20, 2018
Amy King
Vice President, Product Marketing
Interviewed December 6, 2018
Amy Manus
Goodway Group
Regional Vice President, Southeast
Interviewed November 27, 2018
Scott McDonald
Advertising Research Foundation (ARF)
CEO, President
Interviewed November 20, 2018
Maggie Merklin
Analytic Partners
Executive Vice President
Interviewed November 20, 2018
Andy Monfried
Interviewed December 3, 2018
Michael Nevins
Smart Ad Server
Interviewed November 21, 2018
Frank Puma
Mindshare North America
Managing Director, Digital Investment Lead
Interviewed November 30, 2018
Kamakshi Sivaramakrishnan
Founder, CEO
Interviewed December 3, 2018
Rebecca Stone
Vice President, Marketing
Interviewed November 8, 2018
Dean Vegliante
Interviewed November 19, 2018
Joe Zito
Vice President, Commercialization, Oracle Data Cloud
Interviewed December 4, 2018
Dorian Kim
Vice President, Retargeting and Programmatic Operations
Interviewed November 30, 2018

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Read This With Insider Intelligence


Lauren Fisher


Ross Benes
Nicole Perrin
Principal Analyst
Tracy Tang
Senior Researcher
Paul Verna
VP, Multimedia