The Digital Shift: Programmatic Advertising and the Rise of Vernacular Content
January 22, 2025, 10:45 pm
In the fast-paced world of digital marketing, programmatic advertising is like a river carving its path through a landscape of traditional media. The latest insights from Proximic by Comscore's 2025 State of Programmatic Report reveal a powerful current. Advertisers are steering their boats toward programmatic strategies, with 72% planning to increase their investments this year. This shift is not just a ripple; it’s a tidal wave.
Connected TV (CTV) is the star of this show. Its share of media budgets has surged to 28%, doubling since 2023. Marketers are reallocating funds from Linear TV, signaling a clear departure from traditional media. CTV is no longer a side stream; it’s the main river. Advertisers are embracing digital-first platforms, leaving behind the old ways like a snake shedding its skin.
Yet, this transformation comes with challenges. Privacy concerns loom large. Marketers are navigating a landscape where identifiers are disappearing like mist in the morning sun. Contextual targeting has emerged as a lifebuoy, with 41% of marketers identifying it as their primary strategy. More than half plan to ramp up their use of contextual data in 2025. The industry is learning to swim in these murky waters, prioritizing privacy-sensitive approaches.
The report also highlights the importance of deduplicated reach and frequency measurement. Eighty percent of marketers emphasize the need for accurate audience targeting and measurable results. It’s a balancing act, ensuring that campaigns hit the mark without losing sight of privacy.
As we dive deeper, we see another trend: the rise of ID-free strategies. Nearly half of marketers expect to rely on cookie-free targeting by the end of 2025. This shift reflects an urgency to adapt to the changing privacy landscape. The old ways are fading, and new strategies are taking root.
In the midst of this digital evolution, AI is becoming a key player. Marketers are increasingly turning to AI-driven insights to enhance targeting and campaign performance. It’s like having a compass in uncharted waters, guiding them toward programmatic growth.
Meanwhile, across the globe, another story unfolds. Oneindia, India’s leading digital vernacular portal, has made waves by ranking as the second fastest-growing website in India and among the top 10 fastest-growing websites worldwide. This achievement is a testament to the power of localization and inclusivity in the digital space.
Oneindia caters to vernacular users, delivering content in ten languages. It’s a bridge connecting diverse audiences to news, entertainment, and more. This focus on local languages is not just a strategy; it’s a lifeline for millions of non-English speaking users. One in every five digital users consumes content on Oneindia, showcasing its immense popularity.
The platform’s growth is fueled by a commitment to high-quality content. It spans ten categories, from breaking news to personal finance. Oneindia is not just a website; it’s a digital community, fostering engagement and trust among its readers. The CEO’s gratitude towards their audience reflects a deep understanding of the digital landscape. This connection is what keeps the platform thriving.
As Oneindia continues to evolve, it stands as a beacon for the future of digital media. Its focus on innovation and localization positions it to lead the charge in redefining how content resonates with audiences. In a world where attention is fleeting, Oneindia captures it by speaking the language of its users.
The convergence of programmatic advertising and vernacular content highlights a significant trend. Advertisers are recognizing the value of reaching diverse audiences through localized content. This is not just about selling products; it’s about building relationships. The digital landscape is shifting, and those who adapt will thrive.
In conclusion, the digital realm is a dynamic ecosystem. Programmatic advertising is reshaping the way brands connect with consumers. The rise of CTV and the emphasis on privacy are key elements of this transformation. Simultaneously, platforms like Oneindia are proving that localization is not just a trend; it’s a necessity. As we navigate these waters, one thing is clear: the future of digital marketing lies in understanding and embracing the diverse voices of the audience. The river of change flows on, and those who ride its currents will find success.
Connected TV (CTV) is the star of this show. Its share of media budgets has surged to 28%, doubling since 2023. Marketers are reallocating funds from Linear TV, signaling a clear departure from traditional media. CTV is no longer a side stream; it’s the main river. Advertisers are embracing digital-first platforms, leaving behind the old ways like a snake shedding its skin.
Yet, this transformation comes with challenges. Privacy concerns loom large. Marketers are navigating a landscape where identifiers are disappearing like mist in the morning sun. Contextual targeting has emerged as a lifebuoy, with 41% of marketers identifying it as their primary strategy. More than half plan to ramp up their use of contextual data in 2025. The industry is learning to swim in these murky waters, prioritizing privacy-sensitive approaches.
The report also highlights the importance of deduplicated reach and frequency measurement. Eighty percent of marketers emphasize the need for accurate audience targeting and measurable results. It’s a balancing act, ensuring that campaigns hit the mark without losing sight of privacy.
As we dive deeper, we see another trend: the rise of ID-free strategies. Nearly half of marketers expect to rely on cookie-free targeting by the end of 2025. This shift reflects an urgency to adapt to the changing privacy landscape. The old ways are fading, and new strategies are taking root.
In the midst of this digital evolution, AI is becoming a key player. Marketers are increasingly turning to AI-driven insights to enhance targeting and campaign performance. It’s like having a compass in uncharted waters, guiding them toward programmatic growth.
Meanwhile, across the globe, another story unfolds. Oneindia, India’s leading digital vernacular portal, has made waves by ranking as the second fastest-growing website in India and among the top 10 fastest-growing websites worldwide. This achievement is a testament to the power of localization and inclusivity in the digital space.
Oneindia caters to vernacular users, delivering content in ten languages. It’s a bridge connecting diverse audiences to news, entertainment, and more. This focus on local languages is not just a strategy; it’s a lifeline for millions of non-English speaking users. One in every five digital users consumes content on Oneindia, showcasing its immense popularity.
The platform’s growth is fueled by a commitment to high-quality content. It spans ten categories, from breaking news to personal finance. Oneindia is not just a website; it’s a digital community, fostering engagement and trust among its readers. The CEO’s gratitude towards their audience reflects a deep understanding of the digital landscape. This connection is what keeps the platform thriving.
As Oneindia continues to evolve, it stands as a beacon for the future of digital media. Its focus on innovation and localization positions it to lead the charge in redefining how content resonates with audiences. In a world where attention is fleeting, Oneindia captures it by speaking the language of its users.
The convergence of programmatic advertising and vernacular content highlights a significant trend. Advertisers are recognizing the value of reaching diverse audiences through localized content. This is not just about selling products; it’s about building relationships. The digital landscape is shifting, and those who adapt will thrive.
In conclusion, the digital realm is a dynamic ecosystem. Programmatic advertising is reshaping the way brands connect with consumers. The rise of CTV and the emphasis on privacy are key elements of this transformation. Simultaneously, platforms like Oneindia are proving that localization is not just a trend; it’s a necessity. As we navigate these waters, one thing is clear: the future of digital marketing lies in understanding and embracing the diverse voices of the audience. The river of change flows on, and those who ride its currents will find success.