10 predictions for 2020

01/10 By Nick Morley

A new year has arrived, and we’re excited to see what it the new decade holds. Find out what our team of experts predict is going to be big in 2020.

ONEAround the world in 5G!
2020 will be the year that 5G begins to scale and go mainstream as wireless service providers expand their tower coverage. Existing mobile users can expect less dependency on local Wi-Fi as they tap into connection speeds up to 100x faster than 4G. Additionally, 5G promises to open up access to the world wide web to more people than ever before. As 5G gets more people online, it will also drive educational and business opportunities to parts of the world that are under-served, introducing a new and larger generation of digital creators, as well as new business and marketing opportunities.

TWO – Where there’s smoke…there’s fraud
With the advent of more sophisticated fraud patterns and the content-fuelled data boom, rule-based deterministic techniques for catching fraud will become highly ineffective when compared to the sophisticated machine learning models employed by our technology at IAS. Fraudsters will have increasingly greater access to sophisticated technology and the industry will need more sophisticated AI and machine learning technology to be able to catch it.

THREEBrand suitability breaks free
An increased brand suitability focus from advertisers means technology needs to do more than just protect ads from risky content. Brands require technology that enables a clear understanding of the nature of webpage content at a greater scale than ever before. This need will be particularly prevalent in Europe and California, where privacy regulations (GDPR and CCPA, respectively) limit the data available for audience targeting.

FOUR – CCPA, GDPR, and data privacy continue to be hot topics
As the GDPR matures, and with the introduction of the California Consumer Privacy Act (CCPA), data privacy will continue to be a growing focus in 2020. The use of digital personal data has marketers reassessing their approach to targeting consumers by encouraging advertisers to look at contextual data points, rather than personal data via cookies.

FIVE – Without cookies, collaboration will be key
In a cookieless future, audience targeting will have to become contextual. Advertisers will have to work with publishers to combine first-party data insights into programmatic campaigns while maintaining compliance with the advent of privacy regulations like GDPR and CCPA. Data decisioning will shift into more PMPs and Programmatic Guaranteed offerings.

SIX – Context is king!
IAS has invested in new technology that will digest information through machine learning and assess an ad’s environment and relevancy using contextual information. Thankfully, contextual targeting doesn’t require leveraging personal data: As more data regulations are implemented, marketers will find it increasingly difficult to use cookies to access their typical consumer data. Our motto for 2020? Context matters.

SEVEN – The new CTV terrain encourages technological advancements
2020 is the year CTV goes programmatic, creating opportunities for risky brand environments and ad fraud scenarios. As a result, the industry will see verification companies like IAS continue to expand their innovative CTV solutions in 2020 to ensure advertisers and publishers can effectively advertise in the new environment.

EIGHT – Video advertising rises above
Consumption of video content is expected to grow across all devices and is likely to become the main format used across most, if not all, social platforms. In 2020, advertisers will be spending more on digital video than ever before as the format solidifies its status as the lynchpin to online campaigns, particularly within social platforms.

NINE – Can you hear me now? Audio makes a comeback
2020 will be a major year for audio. The rise of in-home voice assistants has paved the way for a podcast renaissance. Advertisers have found high engagement rates for ads played during shows, with even more return when the hosts themselves read the ads aloud. But the advertising side of podcasts is still in its infancy, with direct correlations between listener and buyer proving tricky to track. As podcasts undergo a path towards scale, we expect to see dynamic ad insertion rise.

TEN – It’s a VAST road before us
Despite the industry’s slow start to the adoption of VAST 4.2, we expect the whole ecosystem to catch up in 2020. VPAID will continue to depreciate, as VAST 4.2 fixes the gaps left by its previous iteration. We’re getting closer and closer to true cross-channel, device, and media planning as metrics are standardized across the industry.