Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Programmatic Advertising Trends Q2 2023

The Supply Chain Evolves, Programmatic Works Its Way Into Upfront Negotiations, and Post-Cookie Prep Stalls

Download
Share
About This Report
Disintermediation is getting real, upfront advertisers want their programmatic CTV spending accounted for, and Google shares early results from the Privacy Sandbox.
Table of Contents

Report Snapshot

With economic uncertainty lingering and cookie deprecation looming, advertisers are campaigning for greater flexibility from sellers in the upfront market and proven value in partnerships along the programmatic supply chain.

Key Question: What trends are defining advertisers’ programmatic strategies for Q3 2023?

KEY STAT: First-party data activation holds the greatest promise among cookieless solutions for advertisers and publishers, respectively. This underlies more intimate partnerships between buyers and sellers capitalizing on first-party assets.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

4charts

Reliable data in simple displays for presentations and quick decision making.

14expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Report Snapshot
    2. SPO is reshaping the ad tech landscape, finally forcing SSPs to adapt or die.
    3. Programmatic has emerged as a key factor in TV upfront negotiations as advertisers seek budget fluidity.
    4. Early results from Privacy Sandbox tests aren’t good enough to quell speculation of another stay of execution for third-party cookies.
    1. AI hype could breathe new life into preparations for the cookieless future.
    2. Retail media will drive big growth in programmatic DOOH.
    3. What are the top three lookouts for programmatic advertising in Q3 2023?
    4. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Moe Chughtai
    MiQ
    Global Head of Advanced TV
    Interviewed May 8, 2023
    John Donahue
    Up & to the Right
    Partner
    Interviewed May 3, 2023
    Kurt Donnell
    Freestar
    President and CEO
    Interviewed May 9, 2023
    Kyle Dozeman
    PubMatic
    Chief Revenue Officer, Americas
    Interviewed May 3, 2023
    Chris Grosso
    Intersection
    CEO
    Interviewed May 8, 2023
    David Helmreich
    Innovid
    Chief Commercial Officer
    Interviewed May 1, 2023
    Jeff Jan
    Out of Home Advertising Association of America (OAAA)
    Head of Industry Initiatives
    Interviewed May 12, 2023
    Eric John
    Interactive Advertising Bureau (IAB)
    Vice President, Media Center
    Interviewed May 8, 2023
    Lara Koenig
    MiQ
    Head of Product, Omnichannel
    Interviewed May 9, 2023
    Dylan Mabin
    Geopath
    President
    Interviewed May 2, 2023
    Rob Norman
    Independent Agency Advisor
    Interviewed May 3, 2023
    Alexandra Theriault
    Lotame
    General Manager, Spherical
    Interviewed May 10, 2023
    Brian Thoman
    WideOrbit
    Senior Vice President, Software Engineering
    Interviewed February 3, 2023
    Amol Waishampayan
    Fullthrottle.ai
    Chief Product Officer
    Interviewed May 10, 2023

    authors

    Evelyn Mitchell

    Contributors

    Brian Lau
    Forecasting Analyst
    Paul Verna
    Principal Analyst
    Max Willens
    Senior Analyst
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client