woman on computer looking at 2018 programmatic predictions

It’s been a fast-paced year for digital marketers. 2017 brought the Snapchat IPO in March, reports that digital ad revenues surpassed traditional TV for the first time, and numerous, impactful acquisitions as the industry continues to consolidate.

And it looks like the programmatic industry is headed for another banner year in 2018. In a recent forecast, eMarketer estimated four out of every five US digital display dollars will transact programmatically next year, totaling nearly $40 billion.

With this kind of staggering growth, new innovations and changes in the marketplace can’t be far behind. The question is, what can you realistically expect to see in 2018?

At Goodway, we’ve studied shifts in auction dynamics and new machine learning technologies to better understand which factors will have the biggest impact on your media in the coming months. Before you download our second annual programmatic pricing guide, here’s a sneak peek at our 2018 programmatic predictions:

Many advertisers use site analytics, like Google Analytics or Adobe Analytics, to keep tabs on where visitors go and what visitors do on their website. These tools use page-level tags and UTM codes to track where website traffic comes from and which ads users clicked on.Media platform reports measure media efficiency, meaning how an ad impacts the customer journey to a brand site. Common platforms like DoubleClick Campaign Manager (DCM), AdRoll and The Trade Desk use log-level data from ad servers or cookies to monitor which ads users saw, not just which ads users clicked on.

Notice a reoccurring theme in our 2018 programmatic predictions? The key to getting ahead and staying ahead in the future will be leveraging the latest advances in data science. Machine learning technology, combinatorial bidding algorithms and supply path optimization are just the start. It may sound like science fiction, but it’s real data science that delivers over a 20% increase in campaign performance. And in 2018, it will determine how your media investment turns out.

Each year, we bring you more than just an annual forecast. We research the newest digital trends and share advice on how to get the most value from your media dollars. And our latest guidebook is no exception.

To learn more about what your programmatic is worth and how to value your media investment in the coming months, download our second annual programmatic pricing guide below.


As a marketing manager and serial blog writer, Amanda does more than battle bad grammar. With more than 10 years of agency and client inbound marketing experience, she’s obsessed with translating complex digital media topics into incredibly useful content that draws people in.