Industry Predictions: What to Expect in 2023
Summary
Whether it’s device fragmentation, navigating sensitive issues online or dealing with potential economic uncertainties, the goal remains the same – capturing audience attention in the most effective way possible. With that in mind, our leading product innovators and ad tech experts took out their crystal balls to provide some industry predictions and let digital advertisers know what to expect in the new year. “In the year ahead, we’ll see a greater emphasis on solutions which ensure ads appear in brand-safe environments and an increased reliance on artificial intelligence technology in this space,” says DV’s Anna Zapesochini, VP, Product Management, Brand Safety & Geo. “More of the schemes that DV detects today will permutate and generate new variants, in an attempt to take advantage of areas where the industry is still fluid and transparency is rare,” says Gilit Saporta, Director of Fraud Analytics at DoubleVerify. “Brands and agencies will look to avoid these riskier practices and will need alternative ways to effectively reach audiences,” predicts Beatrice Botti, VP, Global Data & Privacy Officer at DV.
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