People are growing increasingly accustomed to seeing digital ads for items that appeal to them, to the point where some people are even starting to feel frustrated if an ad doesn’t apply to them. That is evidence of the power and value of programmatic.
The so-called duopoly is a lazy narrative that describes a narrow and outdated snapshot of ad tech, circa 2015. The reality is that the idea of a duopoly faces three systemic challenges that aren’t going away.
Since the majority of TV-driven searches take place in the minutes after spots air, it’s crucial that advertisers secure the top search ranking in those moments to take advantage of this response. When they do, the results can be dramatic.