There’s just under a month to go until most of us will be wrapping up the calendar year for the Christmas break, which means it’s time to start looking ahead to 2020. As is our annual tradition, VAN invited a host of ad tech CEOs to make their predictions for the year ahead in advertising. How will the industry adapt to increasing browser cookie restrictions? Will connected-TV start to really fulfil its potential? And will the tech giants continue to cement their dominance of digital advertising, or face a spirited resistance from the smaller players? Here’s our CEOs’ thoughts on the year ahead:

Rajeev Goel, Co-Founder & CEO, PubMatic

Just as the proliferation of header bidding brought huge publisher gains in display monetisation and workflow, we can expect to see the same for video as we head into 2020. Server-to-server (S2S) mediation will emerge as the preferred monetisation solution for cross-platform video, as well as for the burgeoning CTV market.

Programmatic video monetisation has unique challenges, particularly around video player errors and latency, that are not addressed by existing header bidding solutions. Innovations in S2S mediation technology will solve for video-specific latency, automation and control challenges. Publishers that are able to capture yield and revenue benefits across all addressable digital video content – including desktop, mobile web, mobile app, OTT and CTV – will be positioned for success in the new decade.

Originally published in Video Ad News