The Bank - Advertising agency Newcastle upon Tyne and London

Global 5G Adoptions Boosts Programmatic Ad Serving

Trend Report 2023: The 5G impact on programmatic advertising

The following is an extract from The Bank’s Trend Report 2023, our deep dive into the events and innovations that are set to shape and characterise online advertising and digital marketing over the next 12 months.

To access the full report, along with our directory of essential tools for 2023, click here.

Part XI: Faster Connections Make for Smoother Brand/Customer Interactions

There are currently 236 million 5G subscriptions across the globe, and, by 2025, this figure is forecast to hit a staggering 3 billion. And, with Apple’s 2022 iPhone lineup the first to neglect a 4G-only offering, 5G is firmly positioned as the mobile network standard of the foreseeable future.

Boasting speeds of up to 20 GB/s, 5G offers a speedier display of ad media and rich content across websites and applications. For advertisers, this means greater opportunities to serve high-quality, bandwidth-heavy creatives in mobile environments; it also means more opportunities for advanced programmatic bidding that deliver highly personalised ads regardless of the user’s location.


Faster Header Bidding

Faster network speeds means faster communication between supply side and demand side. In theory, this reduces latency in the real-time bidding process, resulting in more efficient and cost-effective placement of ad material.

For those advertisers already running programmatic campaigns, this means your tools and wrappers need to be as optimised as possible to reduce latency and avoid losing you that competitive edge. 

Format Options

5G allows for the display of rich media content (such as video, audio, and high-resolution images), without latency or loss of fidelity. This empowers advertisers to develop and dispatch bold, professional creative materials, safe in the knowledge they won’t be let down for unreliable mobile networks.

In this high-res world, banner and traditional display ads are going to look increasingly outmoded; companies whose creative library is built around these ad units should look at updating their libraries to reflect modern network capabilities.


The Trade Desk

Since its formation in 2009, The Trade Desk has firmly established itself as the world’s largest independent DSP. Offering a self-service publishing platform, a data management platform, and a range of API-based integration solutions, TTD’s highly optimised omnichannel service processes some 9 million queries every second, with exceptionally fast response times and support for various connected devices, platforms, and ad media formats.

Its performance is matched by its ability to serve programmatic ad media that is particularly well suited to 5G consumers. TDD is partnered with premium audio providers including Spotify, SoundCloud, and Pandora, delivering personalised audio ads to users no matter their physical location. 


StackAdapt’s self-serve advertising platform has a reputation for outstanding performance, ease-of-use, and customer support. At the time of writing it holds the top position on G2’s list of the best DSPs, with particular praise paid to its performance, reliability, and enterprise scalability.

Aside from the speed with which it executes operations, StackAdapt offers a range of multi-channel solutions that include native, display, video, and audio media. Furthermore, its Creative Studio assists advertisers in the creation of high-impact media that is perfectly optimised for dispatch over high-speed cellular networks.

We’ll be posting further extracts from the Trend Report 2023 in the coming weeks.

Can’t wait to read more? Get instant access to the full report here.

0. Executive Summary
1. The Proliferation of Incentive-Based First-Party Data Strategies
2. Fresh Solutions for Tracking and Retargeting
3. A Recalibrated Approach to Targeting and Lead Identification
4. More Innovative Methods for Contextual Targeting
5. A Greater Focus on Values-Based Marketing and Consumer Connection
6. Expanded Opportunities for Programmatic Digital Out-of-Home
7. Stronger Programmatic Pathways into Video Ads
8. Reliance on Voice Assistants Heralds a Hands-Free Future
9. Digital Planning for Real-World Implementation
10. Apple Makes Aggressive Moves into Digital Advertising
11. Global 5G Adoption Boosts Programmatic Ad Serving
12. Artificial Intelligence and Machine Learning Do the Heavy Lifting for Planning and Creative
13. A Push for Cohesive Cross-Device and Cross-Channel Experiences
14. More Sophisticated Access to In-App Inventory
15. Stricter Adherence to the Better Ads Standards


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