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In 2022, connected TV (CTV) will account for more than one-fifth of total programmatic video ad spending for the first time, as well as one-tenth of total programmatic digital display. YouTube inflates our programmatic CTV numbers. We forecast that three-fourths of US CTV display ad spending will transact programmatically in 2022. Part of the reason our programmatic CTV forecast is so high is because we include YouTube in our CTV definition, and nearly all of YouTube's <keyword id="11894120" type="UNKNOWN" weightage="100" keywordseo="advertising" source="Orion">advertising</keyword> is sold through automation. YouTube's gross CTV ad revenues will account for 43.6% of our programmatic CTV ad forecast in 2022, down from 54.6% in 2020. YouTube's share of total programmatic CTV ad spending is declining because more streamers are making a stronger effort to sell their inventory programmatically. Even with a declining share, however, YouTube exerts immense influence over programmatic CTV.

CTV programmatic ad spending (2019-2023)

<ul class="summary-list"><li><keyword id="6355629" type="DEFINITION" weightage="60" keywordseo="google">Google</keyword> said Thursday it's pushing back its plan to kill off third-party tracking <keyword id="118638" type="PERSON" weightage="60" keywordseo="Cookies">cookies</keyword> in Chrome.</li><li>It now expects to phase out cookies and replace them with tech from its <keyword id="8015369" type="UNKNOWN" weightage="60" keywordseo="Privacy-Sandbox">Privacy Sandbox</keyword> by 2023.</li><li>The delay comes after Google pledged to give oversight of the cookie changes to the UK's antitrust watchdog.</li></ul>Google said Thursday it intends to delay by more than a year its <a href="https://www.businessinsider.com/google-chrome-controls-advertisers-change-targeting-strategies-2019-5?utm_campaign=sf-bi-main&amp;utm_medium=social&amp;utm_source=facebook.com&amp;fbclid=IwAR2BhgNs9mvecuJE9g3TXUwfdTJ1OeF3P9T8lncxY-39Z032jbaZKiOSbUM&amp;r=US&amp;IR=TUM&amp;r=US&amp;IR=T">plan to kill off third-party cookies within its Chrome</a> browser, a move likely to be well-received by the online ad industry, <a href="https://www.businessinsider.com/advertisers-are-panicking-over-googles-plan-to-ditch-cookies-2020-2">which has been scrambling to shift to alternative technologies</a>.Writing in <a href="https://blog.google/products/chrome/updated-timeline-privacy-sandbox-milestones/">a blog post</a>, Google <keyword id="6355135" type="UNKNOWN" weightage="60" keywordseo="Privacy">Privacy</keyword> Engineering Director Vinay Goel set out a new timeline for Chrome's cookie phase out and deployment of alternative technologies as part of its "Privacy Sandbox" initiative, which it now expects to complete by late 2023."While there's considerable progress with this initiative, it's become clear that more time is needed across the ecosystem to get this right," the blog post said.Google has now set out an extended timeline for the changes. Stage one is expected to start in late 2022, during which time publishers, advertisers, and adtech vendors can migrate their services to work with new cookieless technologies. The next stage is the cookie phase out, expected to start in mid 2023 and finish later that year.Google first announced its intentions to kill off the tracking cookies, which advertisers use to track users around the web and target them with ads, <a href="https://www.businessinsider.com/google-chrome-controls-advertisers-change-targeting-strategies-2019-5?utm_campaign=sf-bi-main&amp;utm_medium=social&amp;utm_source=facebook.com&amp;fbclid=IwAR2BhgNs9mvecuJE9g3TXUwfdTJ1OeF3P9T8lncxY-39Z032jbaZKiOSbUM&amp;r=US&amp;IR=TUM&amp;r=US&amp;IR=T">in January last year</a>. The company said the plan, which originally had a "two-year" deadline, was to replace third-party cookies with more privacy conscious technologies.Since then, Google and other online ad industry players have been <a href="https://www.businessinsider.com/google-chrome-engineering-director-justin-schuh-privacy-sandbox-2021-2">experimenting with new APIs</a>, or application programming interfaces, designed to prevent the tracking of individual users while still allowing advertisers to target clusters of people by their interests and measure the effectiveness of their campaigns.Google said Thursday that the Chrome team and other companies have suggested more than 30 proposals for new privacy-focused ad technologies in areas including ad measurement, targeting, and fraud detection. Of those proposals, four are in the "origin trial" stage, Google said, allowing other developers to experiment with the new features.Chrome's cookie plans and Privacy Sandbox experiments have sparked <a href="https://www.businessinsider.com/google-chrome-engineering-director-justin-schuh-privacy-sandbox-2021-2">frenzied debates in the online ad industry</a> and among the privacy community, with some experts speculating the moves could <a href="https://www.businessinsider.com/googles-no-tracking-promise-not-about-privacy-2021-3">serve to cement Google's advertising dominance</a>. Chrome is by far the most-popular global web browser, cornering two-thirds of the market, while Google also continues to maintain its lead in the online ad space. EMarketer estimates Google will take a <a href="https://www.emarketer.com/content/duopoly-still-rules-global-digital-ad-market-alibaba-amazon-on-prowl">28.6% share of worldwide digital ad spending this year</a>.Google's moves have also caught the eyes of global regulators. Earlier this month, <a href="https://www.businessinsider.com/google-offers-uk-oversight-chrome-third-party-cookie-plans-2021-6">Google said it would give the UK's Competition and Markets Authority oversight of its plans</a> to roll out technologies from the Privacy Sandbox, including offering the watchdog a 60-day "standstill period" before it introduces any changes.Google also pledged to limit how it will use and combine individual user data for digital ad purposes and said it will not discriminate against rivals in favor of its own ad products when implementing cookie alternatives. The commitments were offered in response to an <a href="https://www.gov.uk/government/news/cma-to-investigate-google-s-privacy-sandbox-browser-changes">investigation</a> the CMA launched into the Privacy Sandbox in January.Earlier this week, the <a href="https://www.businessinsider.com/google-eu-antitrust-investigation-ad-business-2021-6">European Union opened an antitrust probe into Google's advertising practices</a>, including the company's plans to phase out cookies in Chrome.Simon Andrews, founder of mobile marketing consultancy Addictive, said while a large portion of online ad businesses mistrusts Google, the industry needs to reach a consensus around building new privacy-focused solutions that are usable for all the players across the sector."Like it or not, we need Google to come up with something that the industry can get behind because if they don't, nobody else will, and there will be a Balkanization of everything," he said.

Google is delaying its plan to kill third-party cookies in Chrome until 2023

With video emerging as the most preferred form of content over the last few years, a new report on Tuesday revealed that there are 356 million mobile video viewers in <keyword id="3658" type="LOCATION" weightage="20" keywordseo="India">India</keyword>. The InMobi's <keyword id="11492442" type="UNKNOWN" weightage="20" keywordseo="State-of-Programmatic-Mobile-Video-Advertising">State of Programmatic Mobile Video Advertising</keyword> in India report throws insights on the change in advertiser spends and the performance of video as a format from data analysed on its advertising platform between January 2020 and January 2021. "The increasing mobile video consumption, which was seemingly an emerging trend during the lockdown, is now redefining the advertising strategies of some of the leading brands," <keyword id="3633879" type="COMPANY" weightage="20" keywordseo="Vasuta-Agarwal">Vasuta Agarwal</keyword>, Managing Director, <keyword id="119132" type="COMPANY" weightage="20" keywordseo="Asia-Pacific">Asia Pacific</keyword>, said in a statement. "With the time spent in watching videos at an all-time high and the growing engagement, we see a strong potential for programmatic advertising across sectors," <keyword id="781" type="COMPANY" weightage="20" keywordseo="Agarwal">Agarwal</keyword> added. The report said that smartphones continue to rapidly penetrate India's demography, and this has fuelled a 194 per cent growth in Mobile Video Advertisements. As 62 per cent of mobile users in India watch videos on their devices, brands understand the increasing impact of mobile video advertising. In-app video ad engagement peaked over the last year with a 23 per cent growth YoY in Click-Through Rate (CTR). When compared with other formats, in-app videos witnessed a 112 per cent higher CTR. According to the report, vertical videos ads saw a 25 per cent YoY growth in CTR in the review period as compared to 18 per cent YoY growth in case of landscape video ads. Similarly, when compared with other formats, the CTR for vertical video ads was 4x higher and that for landscape video ads was 47 per cent higher. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/citymall-a-startup-that-helps-budding-entrepreneurs-start-their-ventures-on-whatsapp-has-raised-over-22-million/articleshow/83741383.cms">CityMall, a startup that helps budding entrepreneurs start their ventures on WhatsApp, has raised over $22 million</a> <a href="https://www.businessinsider.in/cryptocurrency/news/investments-in-crypto-hit-17-billion-in-the-first-six-months-of-2021/articleshow/83740327.cms">Investments in crypto hit a new record of $17 billion, but Indian funds are yet to jump on the bandwagon</a> <a href="https://www.businessinsider.in/business/ecommerce/news/flipkart-and-amazon-may-not-be-able-to-do-flash-sales/articleshow/83737670.cms">Amazon, Flipkart and other e-commerce platforms may not be able to do flash sales any more, if Indian government has its way</a>

Mobile video consumption witnesses a steep rise in India with 365 million viewers, says report

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CTV programmatic ad spending (2019-2023)

Insider Intelligence

Google is delaying its plan to kill third-party cookies in Chrome until 2023

Lara O'Reilly

Mobile video consumption witnesses a steep rise in India with 365 million viewers, says report

IANS

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You Searched For "Programmatic Advertising" and got 3 results

CTV programmatic ad spending (2019-2023)

Insider Intelligence

Google is delaying its plan to kill third-party cookies in Chrome until 2023

Lara O&apos;Reilly

Mobile video consumption witnesses a steep rise in India with 365 million viewers, says report

IANS

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Lara O'Reilly