This year we will see how the advertising ecosystem will reach its peak through innovations and will bring maximum benefits to all players of the market ... in real time. Developing their campaigns, advertisers need to answer three basic questions: 1. Are my ads really "viewable"? 2. Will the target consumers see them? 3. Are these advertisements relevant? Modern programmable advertising is not only the scope and impact. It is also a rapidly developing metric technology developed for conversion. And to make this technology work, successful advertisers should focus on such concepts as relevance, context and viewability. The consumer determines his behavior at a time when he is thinking about making a purchase. Since the majority of consumer activity is carried out online, at the research level we can fairly easy identify the obvious behavioral nuances of online shoppers. In order to keep up with the modern consumer, targeting technology, aimed at trying to understand consumer trends and correlations, is constantly being developed and modified. The main objective of these processes is to strengthen all possible signals from the user (searches, activity on social networks and retargeting) to conduct impressions of the maximum targeted advertisements. But advertisers still have to respect the consumers and not to show their ads wherever it is possible. It is necessary to determine the precise point at which it is better to abandon the ad. Relevant ads are more valuable for consumers, and advertising turns into one that is trustworthy.It is a mutually beneficial and win-win scenario, is not it? Advertisers can no longer fully rely on simple contextual clues about consumers. For example, we know that a person X, who is 40, is an avid traveler and a hockey amateur. Based on these data, we can find out which sites are visited by "Mr. X" to contact him ... But at the same time, advertisers often miss a lot of additional opportunities to establish contact with a potential customer. Also, such nuances, as understanding of user's context, why he reads a particular article; who shared the link with him; the type of user's thinking, and if he is looking for something specific, are not taken into account. With such a revolutionary technology in the arsenal, advertisers have a clear understanding of how users use so-called "dark social" (content that the specific analytical programs can not assess). Since about 50% of the traffic of any website comes precisely through such channels, it is possible to decipher the mind of the consumer to understand the operation process of this mechanism - when people share content directly with their friends by sending it in private messages or e -mail. After all, people will more often open up letters they received from a source to which they have full confidence. If the advertiser is able to "deliver" an ad, based on more relevant information, would not this guarantee the growth of consumer interest? A deeper understanding of the consumer's context provides a better understanding of how to choose the moment to show display advertisement. The main mass of technologies is not yet available in the framework of programmatic, but the situation will change next year. In addition to understanding of how and why people have downloaded a particular page, you must take into account where the user may be in the process of buying. Disclosure of predictive, previously unknown correlations can lead to high results. Another philosophical riddle, which reads as follows: "Is a falling tree sound heard in the forest, if there's nobody there?" If we take the liberty to paraphrase the metaphysical riddle, then the same problem can be seen in advertising. But the riddle will already sound something like this: "If the advertisement is placed on a page that is seen by no one whether it has at least any impact?". According to a recent report by eMarketer, advertising verification (the system that ensures that each impression corresponds to the established strategy) causes a growing concern in the advertisers environment. Representatives of the company Integral Ad Science argue that in the United States about half of all banners, displayed in 2015, were not seen by people. That is why advertisers began to include in the budget for media more money to pay services for the verification of advertising, not only to prevent fraud but also to ensure the proper level of "viewable" ads. Experts believe that within 12-18 months the mandatory level of viewability of advertising will be not below 95%. The advertisement, in addition to viewability and relevance, must be interesting. The new advertising concept will be based on the experience of creating premium ads and will greatly improve the rates of interaction and relevance for consumers. It seems that this is the future, and this can not but arouse admiration!