While there are heated debates about the most important marketing trends of 2016, we thought it would be nice to announce several categories, which were not included in the trend lists. The Interactive Advertising Bureau (IAB) has announced the shortlist of 10th annually award IAB MIXX Awards. The list includes the names of 120 companies that demonstrate the rich creativity and innovation, and also show real results. Companies are represented in such categories as branded content, interactive video and creative, which was inspired by data science, and others. "All the nominees from the short list are a new breed of companies engaged in digital advertising: here such skills as mastering, interactive and rich storytelling, which is characterized by the style and scale important, are important", - says David Doty, Executive Vice President and Marketing Director of IAB. 2016 is already almost coming to the end, the year that, according to analyst predictions, was supposed to be over-saturated with digital marketing trends and innovative achievements. Everyone expected the real breakthrough to occur in content monitoring, online video, multi-channel, mobile and data-driven marketing. In many ways, these expectations were met. Variety of IAB MIXX Awards nominations says about the future of marketing strategy, which primary purpose is to satisfy its customers, wherever they are, to please them with technology and storytelling, as well as encourage them to actively interact with your brand. In other words, the experts were right. Native advertising is gaining momentum - it is expected that investments in native advertising will grow by 22% next year. Mobile advertising market, too, does not lag behind, showing a threefold increase in revenue, while revenue from video advertising exceeded $ 2.8 billion. Also there are other trends which are discussed much less but demonstrate no less impressive results. PROGRAMMATIC: "ALGORITHMIC WAVE" OF ADVERTISING According to a recent survey, nearly two-thirds of marketers are planning to double their programmatic budgets over the next year. Another quarter of them is going to invest 80% of their funds in algorithmic buying. Extensive automation enables marketers to use customer data to create, target and optimize their ads. At the same time the quality of programmable advertising is constantly growing. REAL-TIME MARKETING Oreo's epic tweet during the final game for the championship of the US National Football League was only the beginning. Recall that the brand producing legendary biscuits, scored its most significant "promotional goal" during the Super Bowl game at the stadium in San Francisco, when electricity disappeared for as much as 35 minutes. The idea of advertising was approved in a matter of minutes, and all decisions were made in real time. The print with the image of cookies on a dark background and the words "You can still dunk in the dark" with the caption "Power out? No problem" was shared more than 15 000 times on Twitter. At the same time a promotional video on TV cost about $ 4 million for 30 seconds. It was one of the most discussed advertising works during the Super Bowl, which was not worth a penny, but could win even the television advertising. Roots of real time marketing could be found in mobile advertising, which uses GPS and positioning technologies. "Real-time work is by far the largest trend and the most difficult task," - says Adam Kapel, senior vice president of marketing in Taykey. BRANDING INTERACTIVE Think of it as the snowfall of native advertising. This informing advertising has more in common with editorial content, rather than with ordinary advertising, but money is still invested in it. We can take the advertisement of Netflix, which appeared on Wired.com, as an example. This ad is not only interesting and informative, but also encourages users to interact with the advertising. Such publishers as The Huffington Post and BuzzFeed, do their native advertising more interactive. While editorial content continues to grow according to the rules dictated by the virtual environment, digital content is also improved to become more and more attractive. Native advertising already competes with editorial content, and interactivity will be a great balancer, which is able to find more common ground between these two forms of advertising. Since the end of 2016 is coming, we need to closely monitor these marketing trends. There is every chance that they will lead the list of top trends next year.