Digiday Research Reveals Email Surges Past Programmatic Ad Spend

Programmatic advertising continues to evolve as a key component in digital marketing strategies, with industry leaders emphasizing its ability to deliver precise, measurable, and high-quality audience engagement across diverse channels. In the Philippines, experts highlight programmatic's role in connecting brands with consumers at the right time and place, leveraging the open internet's growth and emerging platforms like OTT. However, recent data shows a notable shift where marketers are increasingly prioritizing email marketing over programmatic ads for budget allocation, driven by higher confidence in email's marketing effectiveness. Addressing these trends, platforms like StackAdapt have integrated email and first-party data capabilities into their programmatic offerings, enabling a seamless, omnichannel approach that enhances customer journey tracking and campaign performance. This integration, powered by AI for real-time optimization, allows marketers to coordinate campaigns across email, display, video, CTV, and digital out-of-home media, creating a unified workflow that better reflects the complex nature of consumer conversion paths. Overall, the industry is moving toward smarter, data-driven ad spend and supply path refinement to combat ad fraud, improve transparency, and maximize return on investment.