Esto es un Test

Yes, we know: programmatic trends & predictions are among the TOP-5 hackneyed topics in the industry. This is quite mind-numbing to see all these statements roaming from one blog to another. We will not tell anything globally new here (we can’t change the trends, not yet) but offer a refreshing perspective on applying them.

After combing through tons of upcoming programmatic predictions for 2022 and interviewing a dozen of the greatest ad tech innovators, we know what the major trends are today for sure. Yet, the thing we’re not sure about is whether your company needs to chase them altogether.

Thus, we created a quiz that will help you decide what to implement first based on your annual goals. Also, the article features direct commentaries from ad tech leaders on the media buying trends in 2022 and actionable insights for brands, publishers, and ad networks. Does it sound alluring enough to check out? Let’s start then.

(Or, you can always watch a video first and then come back to the article if you need extra info):


  1. Programmatic Trend #1: The Final Trial for Post-Cookie Data Solutions
  2. Programmatic Trend #2: Further Growth of CTV, OTT, and In-App Ad Formats
  3. Programmatic Trend #3: AI and Machine Learning Development
  4. Programmatic Trend #4: Audio and Podcast Ads Scale-up
  5. Programmatic Trend #5: Shift from Hyper-Personalization to Hyper-Relevance
  6. Programmatic Trend #6: DOOH Advertising Upliftment
  7. Programmatic Trend #7: White-label Software Will Loom Larger
  8. [Quiz] Your Personal Programmatic Prediction for 2022

Programmatic Trend #1: The Final Trial for Post-Cookie Data Solutions

As Google postponed its termination of 3rd-party cookies to 2023, many of us breathed a sigh of relief in 2021. But the new year means new challenges. In 2022, all industry players will wrap up their cookie-related vacation and get down to business with renewed vigor. It will be our time to prepare and dry run new solutions.

Which exact solutions are expected to arrive? Data management platforms will likely re-architect their algorithms to collect consented, personally identifiable data and transfer it to programmatic platforms without defining anonymous segments.


Jakub Vachal,senior app specialist at Google

“Solutions developing themselves in a privacy-first environment and companies adapting their strategies to be still able to approach and acquire customers effectively will come out stronger than before – building a strong relationship with their consumers while also retaining the main benefits of performance marketing.”

Google’s New Initiative: Topics

One of the ways to collect personally identifiable information data initially proposed by Google was Federated Learning of Cohorts. Cohort solutions were all about local data processing: they use machine learning algorithms that run on the device and form audience segments based on behavior such as browser history.

Thus, advertisers were able to target users based on shared interests rather than using a pseudonymous identifier.

However, on January 26, 2022, Google announced that it killed FLoC and repla