For publishers — whether running a news portal, a niche blog, or a high-traffic app — programmatic advertising is no longer an option. It’s the backbone of modern monetization strategies, offering precision targeting, automated buying, and scalable revenue growth.

According to Zenith’s Programmatic Marketing Forecasts, global spend on programmatic ads surpassed US$150 billion in 2024 and continues to grow, with more than 90% of US digital display ads transacted programmatically. For publishers, this isn’t just a statistic — it’s proof that the competition for ad impressions is evolving fast.

Failing to adapt to these shifts means leaving money on the table. Here’s a deep dive into five programmatic advertising trends that can directly impact your ad revenue, user engagement, and long-term sustainability.

1. OOH Programmatic: Merging Digital with the Physical World

From Billboards to Dynamic Ad Experiences

Out-of-Home (OOH) advertising — think billboards, subway screens, elevator panels — is undergoing a programmatic transformation. The integration of digital technology with traditional OOH means campaigns can now be bought, targeted, and measured with the same precision as online ads.

For publishers, this opens new partnership models: your brand inventory could integrate with OOH screens for synchronized campaigns. Imagine a user who reads your news app in the morning and then sees a related ad while commuting. That’s omnichannel presence at work.

Benchmark Insight: According to Statista, global programmatic DOOH (Digital Out-of-Home) spend will exceed US$17 billion by 2027. This is a revenue stream publishers should align with media buyers to tap into.

2. Programmatic Expansion into Podcasts and Connected TV (CTV)

Why Audio and Streaming Video Are a Goldmine for Publishers

Consumption habits are shifting from traditional broadcast to on-demand streaming. Services like Netflix, Amazon Prime Video, and YouTube already dominate viewing hours — and ad-supported models are rapidly growing in Connected TV (CTV).

For publishers with audio or video content, programmatic CTV and podcasts represent premium inventory with higher CPMs. Podcast ad spend in the US alone hit US$2.3 billion in 2024 (IAB Podcast Advertising Revenue Report), up from just $479 million in 2018.

Publisher Tip: If you host podcasts, live streams, or even short-form videos, integrating them into programmatic marketplaces can multiply your monetization opportunities.

3. Dynamic Creative Optimization (DCO) for Higher ROI

Data-Driven Creatives Outperform Static Ads

Dynamic Creative Optimization (DCO) uses audience data to serve personalized ad creatives in real-time. For publishers, this means higher click-through rates, better engagement, and increased yield per impression.

With a Creative Management Platform (CMP), advertisers can automatically adapt creatives based on location, device, browsing behavior, and even weather conditions. As a publisher, offering DCO-ready ad formats makes your inventory more attractive to buyers willing to pay premium CPMs.

Real-World Impact: Bannerflow reports that DCO campaigns can deliver up to 50% higher engagement rates compared to static creative campaigns.

4. 5G’s Acceleration of Programmatic Video

Faster Delivery, Richer Formats

By 2024, more than 1.5 billion people worldwide had access to 5G, enabling lightning-fast loading speeds and richer media experiences. For publishers, this means more seamless delivery of high-quality programmatic video ads without latency — a major factor in ad viewability and completion rates.

Publisher Strategy: Leverage 5G to test heavier, more immersive formats like interactive video ads and shoppable videos within your apps and sites. Advertisers will pay more for inventory that supports flawless playback on mobile.

5. Privacy Laws and First-Party Data Monetization

Navigating a Cookieless Future

With privacy regulations like GDPR, CCPA, and Brazil’s LGPD tightening data usage, publishers must strengthen their first-party data strategies.

The cookieless era rewards publishers who collect and activate consented audience data. By building direct relationships with readers — through newsletter sign-ups, app logins, or content personalization — you increase the value of your inventory in private marketplaces (PMPs).

Action Point: Audit your data collection and compliance workflows. Buyers are prioritizing compliant, high-quality audiences, and publishers who can prove user consent will command better deals.

FAQ – Programmatic Advertising for Publishers

Conclusion: Turning Trends into Revenue with Grumft

Staying ahead in programmatic advertising isn’t about chasing every trend — it’s about knowing which ones align with your audience, inventory, and revenue goals.

That’s where Grumft comes in. As a Google AdX (MCM) partner, Grumft connects publishers with premium demand, predictive pricing algorithms, and proprietary monetization tools. Our GPush solution offers web push notifications with zero monthly fees, operating on a fair ad revenue share model. Combined with our AI-driven pricing rules, we ensure your impressions deliver maximum value.

Whether you’re scaling a content site or running a high-engagement app, Grumft’s experts help you optimize every ad placement, every impression, and every revenue opportunity.

Additional Resources

• IAB Programmatic Guidelines
• eMarketer Programmatic Forecasts
• Google Ads Help – Programmatic Direct
• Zenith Programmatic Marketing Forecasts

Leia também:

How to Unlock Your Blog’s True Earning Potential in 2025: A Grumft Guide for Publishers

Programmatic Advertising is Coming For Your Revenue. Are You Ready to Fight Back?

Publishers vs. Advertisers: The Core Difference That Fuels Your Revenue