{"id":12363,"date":"2024-12-19T10:34:37","date_gmt":"2024-12-19T09:34:37","guid":{"rendered":"https:\/\/refinery89.com\/?p=12363"},"modified":"2025-03-27T17:27:08","modified_gmt":"2025-03-27T16:27:08","slug":"programmatiska-annonseringstrender-att-se-fram-emot-2025","status":"publish","type":"post","link":"https:\/\/refinery89.com\/sv\/programmatic-advertising-trends-to-look-forward-to-in-2025\/","title":{"rendered":"Programmatiska annonseringstrender att se fram emot 2025"},"content":{"rendered":"

Med 2025 n\u00e4stan vid horisonten ser vi fram emot det nya \u00e5ret. Som m\u00e5nga av er vet \u00e4r det digitala ekosystemet ett st\u00e4ndigt skiftande hav, och s\u00e4ttet att segla i denna bransch \u00e4r att omfamna dessa f\u00f6r\u00e4ndringsv\u00e5gor. S\u00e5, vad kan vi f\u00f6rv\u00e4nta oss i framtiden? Vi \u00e4r inga sp\u00e5kvinnor, men vi har en fantastisk CSO som alltid ligger steget f\u00f6re! Idag, Refinery89:s Chief Strategy Officer, Robin de Wit<\/a><\/strong>, delar n\u00e5gra av de trender inom programmatisk annonsering som du b\u00f6r h\u00e5lla utkik efter 2025 som kommer att forts\u00e4tta omvandla branschen som vi k\u00e4nner den.<\/p>\n

 <\/p>\n

\u00d6kad anv\u00e4ndning av AI och maskininl\u00e4rning<\/strong><\/h2>\n

 <\/p>\n

Artificiell intelligens och maskininl\u00e4rning. Allas favorit\u00e4mnen de senaste \u00e5ren och de kommer inte att f\u00f6rsvinna. Faktum \u00e4r att de bara kommer att forts\u00e4tta att f\u00e5 fler anv\u00e4ndare eftersom de spelar en s\u00e5 viktig roll i dagens arbets\u00e4tt. Enligt en prognos presenterad av Statista<\/a>, 2025 kommer 378,8 miljoner m\u00e4nniskor att anv\u00e4nda AI-verktyg. Denna siffra f\u00f6rv\u00e4ntas \u00f6ka ytterligare till 2030 och n\u00e5 upp till 729,11 miljoner anv\u00e4ndare.<\/p>\n

 <\/p>\n

AI blir ett mycket kraftfullt verktyg f\u00f6r inneh\u00e5llsskapande, annonsoptimering och f\u00f6rb\u00e4ttring av kreativ design. Utgivare inkluderar idag system som ChatGPT i sina dagliga liv f\u00f6r att utf\u00f6ra en m\u00e4ngd olika uppgifter och till och med som s\u00f6kmotor k\u00e4lla<\/a>. Alternativ f\u00f6r avancerade och anv\u00e4ndarv\u00e4nliga analysverktyg som PowerBi<\/a>, Hotjar<\/a> eller SimilarWeb<\/a> blir ocks\u00e5 relevanta verktyg f\u00f6r att genomf\u00f6ra marknadsstudier, utv\u00e4rdera m\u00e4tv\u00e4rden och f\u00f6rb\u00e4ttra strategier mer effektivt.<\/p>\n

 <\/p>\n

F\u00f6rstapartsdata \u00e4r det nya guldet<\/strong><\/h2>\n

 <\/p>\n

Google har kommunicerat att anv\u00e4ndare inom en \u00f6ver\nsk\u00e5dlig framtid kommer att beh\u00f6va godk\u00e4nna kakor i sin webbl\u00e4sare. Men v\u00e4nta nu! Vad\ninneb\u00e4r detta f\u00f6r alla inom den programmatiska annonsbranschen? Det inneb\u00e4r att\nmed tredjeparts-kakor som begr\u00e4nsas, finns det ett omedelbart behov av att\nhitta ett alternativ till tredjepartsdata f\u00f6r annonsering.<\/p>\n

Med Googles cookie-policy som f\u00f6ljer liknande \u00e5tg\u00e4rder som vidtagits av Firefox och Safari, h\u00e5ller denna uppdatering alla p\u00e5 helsp\u00e4nn. Akt\u00f6rerna i det digitala ekosystemet \u00e4r p\u00e5 jakt efter alternativ f\u00f6r tredjepartsdata och det verkar som att en \u00f6verg\u00e5ng till f\u00f6rstapartsdata \u00e4r den r\u00e4tta v\u00e4gen att g\u00e5.<\/p>\n

 <\/p>\n

Vilka tredjepartsdataalternativ finns det?<\/strong><\/h2>\n

 <\/p>\n

Anv\u00e4nd kontextuell inriktning<\/strong><\/h3>\n

Metoder som kontextuell inriktning f\u00f6r att generera h\u00f6gkvalitativ f\u00f6rstapartsdata kommer att forts\u00e4tta f\u00e5 \u00f6kad relevans som ett alternativ till tredjepartsdata. Som vi f\u00f6rklarade i v\u00e5r artikel om R89:s Intressebaserad m\u00e5linriktningsteknik<\/a>, kontextuell inriktning \u00e4r strategin att placera annonser p\u00e5 en webbplats baserat p\u00e5 dess inneh\u00e5lls kontext och k\u00e4nsla. Det \u00e4r ett utm\u00e4rkt alternativ inte bara f\u00f6r att det f\u00f6ljer regelverk, utan ocks\u00e5 f\u00f6r att det \u00e4r mycket mindre p\u00e5tr\u00e4ngande f\u00f6r anv\u00e4ndare och visar engagerande annonser relaterade till det inneh\u00e5ll de konsumerar f\u00f6r tillf\u00e4llet.<\/p>\n

 <\/p>\n

G\u00e5 till Privat Marknadsplats och Direktavtal\u00a0<\/strong><\/h3>\n

Som vi n\u00e4mnde tidigare, med tredjepartsdata som f\u00f6rsvinner, blir f\u00f6rstapartsdata extremt v\u00e4rdefull. Nu m\u00e5ste annons\u00f6rer f\u00e5 tag p\u00e5 denna f\u00f6rstapart sdata p\u00e5 n\u00e5got s\u00e4tt. Sj\u00e4lvklart kan data s\u00e4ljas vidare via DMPs (data management platforms) men det skulle minska dess v\u00e4rde. D\u00e4rf\u00f6r skulle det vara logiskt att privata marknadsplatser och direkta avtal ser en \u00f6kad relevans eftersom dessa kan dra nytta av f\u00f6rstapart sdata direkt.<\/p>\n

 <\/p>\n

Fusioner och f\u00f6rv\u00e4rv<\/strong><\/h2>\n

 <\/p>\n

Under tidigare \u00e5r har vi sett n\u00e5gra enorma fusioner, f\u00f6rv\u00e4rv och investeringar inom digital annonsering, som det vi s\u00e5g med Outbrain och Teads<\/a> tillbaka sommaren 2024. Vi kan f\u00f6rv\u00e4nta oss att denna trend forts\u00e4tter 2025 med f\u00f6retag som vill konsolidera sina verksamheter, flytta in i nya omr\u00e5den av ekosystemet eller st\u00e4rka sina produkterbjudanden. Normalt h\u00e5lls dessa fusioner hemliga tills de presenterar nyheten via ett pressmeddelande, s\u00e5 satsa p\u00e5 att n\u00e4sta stora branschanm\u00e4lan kommer att bli en total \u00f6verraskning!<\/p>\n

 <\/p>\n

Gr\u00f6na medieinitiativ och optimering av leveranskedjan<\/strong><\/h2>\n

 <\/p>\n

\u00c4ven om det fortfarande \u00e4r en liten trend kan vi f\u00f6rv\u00e4nta oss \u00f6kande p\u00e5tryckningar p\u00e5 industrin att bli gr\u00f6nare genom optimering av leveranskedjor.<\/p>\n

I det programmatiska ekosystemet och med uppkomsten av header bidding<\/a> Antalet kopplingar mellan utgivare, SSP:er, DSP:er och annons\u00f6rer har vuxit exponentiellt under de senaste \u00e5ren. Detta \u00e4r bra f\u00f6r att rikta in sig p\u00e5 r\u00e4tt publiker, f\u00e5 de b\u00e4sta priserna och optimera webbplatsint\u00e4kterna, men det sker p\u00e5 bekostnad av milj\u00f6n. Detta mycket utarbetade ekosystem kr\u00e4ver processorkraft vilket inneb\u00e4r att det finns en \u00f6kande m\u00e4ngd CO2-utsl\u00e4pp, \u00e4ven om det \u00e4r relativt litet j\u00e4mf\u00f6rt med andra branscher.<\/p>\n

\u2013 Ett initiativ som f\u00f6retag tar del av f\u00f6r att bli mer milj\u00f6v\u00e4nliga \u00e4r genom optimering av leveranskedjan genom att inf\u00f6ra b\u00e4sta praxis f\u00f6r att reducera leveranskedjan och sk\u00e4ra bort alla on\u00f6diga steg i kedjan. F\u00e4rre steg = mindre processorkraft = mindre koldioxid, enkelt. \u2013 kommenterar Robin.<\/em><\/p>\n

Utmaningen h\u00e4r \u00e4r att identifiera vilka kopplingar som beh\u00f6vs och vilka som kan tas bort. Detta \u00e4r ett projekt som kr\u00e4ver handledning av en mycket kvalificerad specialist. Sm\u00e5 f\u00f6rlag kommer sannolikt inte att ha kunskapen, datan eller tiden f\u00f6r att faktiskt g\u00f6ra detta. Dessutom \u00e4r deras CO2-utsl\u00e4pp mycket mindre \u00e4n ett stort f\u00f6rlags. Det \u00e4r inte s\u00e4rskilt meningsfullt f\u00f6r n\u00e4rvarande att dyka ner i ett projekt av denna magnitud. Av denna anledning kommer det att vara de stora f\u00f6rlagen och n\u00e4tverks-\/AdTech-leverant\u00f6rerna som kommer att kunna vidta meningsfulla \u00e5tg\u00e4rder f\u00f6r att optimera sin f\u00f6rs\u00f6rjningskedja.<\/p>\n

 <\/p>\n

B\u00f6rja 2025 starkt<\/strong><\/h2>\n

 <\/p>\n

Artificiell intelligens f\u00f6r att f\u00f6rb\u00e4ttra effektiviteten, en stor \u00f6verg\u00e5ng till f\u00f6rstapartsdata som ett alternativ till tredjepartsdata, och optimering av f\u00f6rs\u00f6rjningskedjan f\u00f6r en gr\u00f6nare v\u00e4rld \u00e4r nyckelorden f\u00f6r vad som kommer i framtiden f\u00f6r den programmatiska annonsbranschen. H\u00e5ll koll p\u00e5 dessa f\u00f6ruts\u00e4gbara trender f\u00f6r att forts\u00e4tta f\u00f6rfina din annonsint\u00e4ktsstrategi och vara beredd p\u00e5 eventuella utmaningar som kan dyka upp p\u00e5 din v\u00e4g!<\/p>\n

Redo att inleda det nya \u00e5ret p\u00e5 r\u00e4tt fot? Kontakta oss p\u00e5 Refinery89 <\/a>f\u00f6r de b\u00e4sta annonsmonetiseringsl\u00f6sningarna f\u00f6r att f\u00f6rb\u00e4ttra din webbplats resultat 2025.<\/p>","protected":false},"excerpt":{"rendered":"

With 2025 almost peeking through the horizon, we look ahead to the new year. As many of you know, the digital ecosystem is an ever-changing sea and the way to set sail in this business is to embrace those waves of change. So, what can we expect in the future? We\u2019re no fortune tellers, but […]<\/p>\n","protected":false},"author":19,"featured_media":12365,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,131,22,1,12,20],"tags":[71,24,93],"class_list":["post-12363","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertisers","category-company-news","category-news","category-no-category","category-publishers","category-refinery-academy","tag-ad-tech","tag-programmatic-advertising","tag-trends"],"yoast_head":"\nProgrammatic Advertising trends to look forward to in 2025 | Refinery89<\/title>\n<meta name=\"description\" content=\"Refinery89's CSO, Robin de Wit, shares some of the programmatic advertising trends you should look forward to in 2025.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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