Every year, we witness trends that create the foundations for the future of digital advertising and marketing. After all, this is, perhaps, the most dynamically developing industry in modern life. Let us take a closer look at what is connected TV advertising and other interesting trends that are going to be fundamental. Welcome to the Future MAD tech (marketing and advertising technologies) continues to develop, playing an increasingly important role in marketing processes and communications. The industry’s most popular new MadTech products are likely to be related to categories such as measurement and attribution, data and privacy, infrastructure and automation. As we move towards a cookie-free, IDFA-free, and AAID-free future, working with data is still the biggest challenge for the digital industry. It is also undeniable that it is likely that the markets will be characterized by the development of a range of possible user identifiers as well as the cooperation and integration of these solutions in the industry. Thus, advertisers are likely to be in demand for reliable partners who will help them not only understand the complex ecosystem of data technologies but also collect and effectively use their own first-party data. The benefits of implementing CTV The rapid evolution of technology dictates its own rules. To keep up with marketing updates, you’ll need to consider the industry’s volatility. As today’s focus is on the shift to online shopping, you need to make sure your customers are comfortable. The first changes that will become noticeable after CTV implementation will be the speed of data collection and processing. At the moment, many tools are available to apply the collected information. In the future, there are plans to simplify this important process. Digital technologies affect almost all spheres of activity. And this should not be overlooked. Users want to receive information as quickly as possible and do not intend to wait for a request to be processed. This will require the development of new ways of accessing useful information. Problems in the industry are related to the lack of qualified personnel. The direction is fairly new, so it is not possible to avoid difficulties. Data collection and processing allows to: direct buyers to suitable services and resources; create databases based on the wishes of the target audience; improve the effectiveness of promotion of goods and services. Improvement of marketing and advertising technologies will lead to improved efficiency. In this case, advertisers will have to focus their efforts on compiling an accurate portrait of the buyer and make this method effective in real terms. Features of CTV The popularity of CTV is related to the growing abandonment of classic television. Today’s smart devices motivate people to give up using traditional TVs. The release of budget options is also fueling user interest. The digital market is growing up fast, and this observation applies to both audiences and advertising campaign budgets. The factors are interrelated and provide several previously unavailable benefits: сustomization of campaign budgets; high levels of engagement when short spots are used; low rates of advertising noise. In this way, it is possible to focus the viewers’ attention on the key points and avoid scattering. Conducting in-depth analysis is greatly simplified, because the size of the audience increases. Thus, it is possible to compare important indicators and detect correlation. Audience loyalty allows you to run effective advertising campaigns and make a profit. Low cost of CTV services for users means unlimited possibilities for advertisers. Most companies can take advantage of this opportunity.. Increased interest in CTV CTV as a separate communication channel continues to be at the beginning of its way. Despite this fact, brands are increasingly placing ads on CTV and expect high performance from them. We observe a further migration of purchases from the standard type to programmatic towards this channel. However, for the continued growth and development of the CTV industry, a number of barriers must be overcome, including: inventory fragmentation and availability measurement capabilities lack of standardization the development of a data market Accordingly, we should expect solutions that will make CTV more efficient, activate cross-platform targeting, and provide access to more real-time data. In addition, it is worth noting the market’s interest in tools that would allow total video or TV planning and purchase of media shows, regardless of which screen or viewing service the audience uses. Perhaps, in the nearest future, MadTech will close this still open niche. In-app and in-Game To be honest with ourselves, our dependence on smartphones is growing: we have come to rely on the convenience of a personal device with an Internet connection and the availability of many functions that today allow one to run a variety of applications. Advertising budgets can’t help but follow our time and attention. That is why advertising in games is going to be transformed into a separate communication channel. In addition, we should expect new ad formats to emerge, including unobtrusive creative options, full-screen mobile ads, and original in-game formats available through programmatic buying. Each new year brings novel technologies in the advertising industry. Developers are always prepared for many challenges with the elimination of third-party cookies, while brands and companies are finding innovative ways to make the user experience personalized and as effective as possible. In the nearest future, we will definitely observe the CTV space development together with the creation of other channels for reaching the target audience.