--- title: "Predictions: What is the Future of Programmatic Advertising?" description: Read 2023 predictions about programmatic advertising from today's ad tech industry thought leaders. image: https://blog.ex.co/hubfs/images/blog/article/Blog-future-programmatic-header.jpg --- [![EX.CO](https://ex.co/wp-content/themes/tg/assets/images/general/logo-dark.svg "EX.CO Home")](https://ex.co)[Blog](https://blog.ex.co/)Press Release [Get in touch](https://ex.co/contact/) - [Login](https://login.ex.co/login) - [Contact Sales](https://ex.co/contact/) - My Platform - Technology - [OVP](https://ex.co/ovp/) - [Monetization](https://ex.co/monetization/) - [CMS](https://ex.co/cms/) - [Player](https://ex.co/player/) - [Vertical](https://ex.co/vertical-player/) - Solutions - [Publishers](https://ex.co/publishers/) - [CTV/DOOH](https://ex.co/ad-server/) - [Sales Houses](https://ex.co/ad-partners/) - [Advertisers](https://ex.co/advertisers/) - Resources - [Case Studies](https://ex.co/case-study/) - [Blog](https://blog.ex.co/) - [Help Center](https://support.ex.co/) - [Industry Guides](https://ex.co/guides/) - [Glossary](https://content.ex.co/glossary) - [Get in touch](https://ex.co/contact/) - [Contact Sales](https://ex.co/contact/) - Company - [About us](https://ex.co/about/) - [Leadership](https://ex.co/leadership-team/) - [Careers](https://ex.co/careers/) - [Press Room](https://ex.co/about/news/) # Predictions: What is the Future of Programmatic Advertising? December 22, 2022 - by [Erin McKendrick](https://blog.ex.co/author/erin-mckendrick) ![future of programmatic advertising](https://blog.ex.co/hubfs/images/blog/article/Blog-future-programmatic-header.jpg "future of programmatic advertising") Over the years, we've seen the advertising industry evolve. And with factors like new technologies, partnerships, recommended guidelines, and [privacy](https://content.ex.co/glossary#privacy) compliance issues, it often feels like our industry is changing every day. We polled a few thought leaders from across the ecosystem to find out how they see [programmatic advertising](https://content.ex.co/glossary#programmatic-advertising) shaping up in 2023 by asking them each one question:     Joanna Burton, chief strategy officer at ID5, the market-leading identity provider for digital advertising, which [EX.CO recently struck a partnership with](https://www.exchangewire.com/blog/2022/11/29/ex-co-partners-with-id5-to-increase-privacy-compliant-addressability-for-advertisers/)says: "The future of programmatic is bright. Earlier this year, eMarketer predicted that, in the US, 2022 would see over 90% of all digital display ad dollars transact programmatically. And we can only expect this number to increase as we head into 2023 with more marketing dollars shifting from traditional channels such as linear TV to [connected TV](https://content.ex.co/glossary#ctv). This consistent growth is due to an inherent shift towards a digital world, where advertising can be targeted, [optimized](https://content.ex.co/glossary#optimization) and measured. However, the market is going through a fundamental transformation driven by technical, regulatory and behavioral changes. This transformation is a big challenge for the industry, as well as a huge opportunity to transform the very foundation of data-driven advertising: user identification." She continues:   We interrupt this blog post with a quick quiz to test your industry knowledge:         Wondering how EX․CO might help with your programmatic video advertising needs? Drop your details below. ### Speak to an expert ## Recent posts ## About Erin McKendrick Erin McKendrick joined EX.CO as Content Marketing Specialist in December 2022. Erin has worked in content marketing since the start of her career, previously focusing on New York State tourism and travel via Amtrak. In addition to writing, Erin loves playing video games and writing articles about them. She also received her BA and MA in English from SUNY New Paltz in 2019 and 2021. 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