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Dan Rayburn
This week, Mark Donnigan and I discuss [ 🎙 https://lnkd.in/e8xZH8j5] ad tech and how some SSPs are packaging CTV inventory into curated, omnichannel deals, resulting in CTV inventory being attached to less desirable content. While SSP auctions allow buyers to tailor bids to media quality, buyers could bid highly on packages with only some premium inventory. We also detail the report that Disney has been striking deals that call for significant rollbacks in CPM rates, discounting them by as much as 10-15%. With Amazon Prime Video’s recent decision to make its basic streaming service ad-supported and Netflix offering ads, there is a significant increase in digital ad inventory available, driving down pricing. We also show that nothing comes close to the TV viewership of NFL games compared to sports viewership numbers from the NHL, MLB, WNBA, NBA, Formula 1, U.S. Open, Indy 500, UFL and Premier League. We break out the average TV viewership numbers for NFL games across all broadcast channels for the 2022-2023 season and what will change this year when both NFL Christmas games will be on Netflix, resulting in what we expect to be the largest live-streaming event ever in the US. Finally, we talk about the history of StackPath and its announcement it has shut down the company and will liquidate its assets. Listen here: https://lnkd.in/e8xZH8j5
111 Comment -
Anita Caras
Through direct integrations with publishers Teads has sight of consumers digital reading habits...those familiar with Teads will see this as 'old news', but here is where it gets interesting....we are now combining this with our understanding on the content they watch to create a single profile across multiple screens, unlocking new targeting, measurement & product solutions for our customers. #omnichannel #teads #targeting #measurement
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Hugh Scallon
✅🖥️ AdExchanger (6/7): “Show-level transparency for FAST channels and CTV overall has improved, but it’s not quite yet where buyers need it to be. One reason publishers consider it risky to share data about TV viewing at the show level is because it may violate the Video Privacy Protection Act if that information is tied to an identifier. Still, there are more ways to anonymize or aggregate data in a way that doesn’t reveal an individual’s identity, which is why publishers have been getting more comfortable providing some degree of show-level transparency in post-campaign reporting. But buyers want more than post-campaign reporting. They also want show-level data in the bid stream, and publishers have still other reasons for not giving it up. One is the historical fear among publishers that advertisers cherry-pick inventory, which they’re obviously more easily able to do when they have more insight into the specific shows their ads are running in. This is a fear FAST channels can capitalize on if they “enrich the bid stream by passing more through to buy-side partners,”one buyer said, referring to show-level metadata. While FAST channels have the same reasons as other streaming apps for not sharing show-level data, they have more motivation to cede some ground to fulfill a top item on most advertiser wish lists.” ⬇️ #streamingtv #ctvadvertising #fast #avod #ott https://lnkd.in/eKvQCRis
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Hugh Scallon
✅⬇️ AdExchanger (5/24): “To some degree, the digitization of TV marketing is inevitable. Wall Street investors prefer advertising and media companies with the most promising long-term profitability. One way to get there is for streaming companies to access shopper data and strike partnerships with retailers to court advertisers with the promise of performance and attribution. Publishers want to relabel connected TV as a performance channel, (an analyst) said. But if that happens, she continued, “CTV will lose its cred” among buyers and brands as a viable replacement for legacy linear commercials. Say what you will about linear, but it’s a mass reach vehicle. And if CTV doesn’t provide the same reach opportunity, Wall Street may cool on public companies with a CTV advertising business, (the analyst) said. The reality is, upper-funnel channels, like streaming, have a strong downstream impact on outcomes even if they don’t directly drive a purchase. For example, CTV’s ability to drive mass reach and brand awareness is why more retail media spend is moving to streaming, said Max Willens, a senior analyst at eMarketer, also speaking at Programmatic I/O this week. According to eMarketer, the proportion of retail media spend going to CTV should grow from 12% this year to 20% by the end of 2027.” ⬇️ #shoppabletv #streamingtv #programamtic #ctv https://lnkd.in/eu7AbtTU
51 Comment -
Chad Schulte
How can ad agencies leverage #AI to enhance user engagement and loyalty? AI-driven tools allow ad agencies to automate tasks such as data analysis, content creation, and customer relationship management, boosting productivity and streamlining operations. In this article, Dave Otis, SVP of Independent US Agencies at Seedtag, discusses how agencies can use AI to create ad experiences that align with their audience's unique preferences. Learn more: https://lnkd.in/e3wQj7np #AdAgencies #GenAI #AdTechBlog #AudienceEngagement
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Jeff Anderson
This brings even more legitimacy to YouTube channels and total audience influence. Love how this impacts the opportunity to retarget. Think of doing a long-form piece, then retarget those who watched a percentage of that content, hitting them with a brief about your organization, your product, and/or your brand message. Let’s go! #marketing #CTV #TVAds #DirectResponse #fundraising #branding
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Brian Danzis
As the CTV landscape evolves, contextual AI is becoming essential for advertisers, addressing key challenges like targeting limitations, transparency issues, and lack of real-time insights. Jon Wallett VP of Sales, East Coast at Seedtag, emphasizes that innovation in contextual targeting is crucial for future success. Seedtag's contextual AI, Liz, enables brands to develop effective audience strategies, enhance creative messaging, and gain valuable insights, all while adapting to real-time trends. Wallett argues that embracing these advancements will drive greater transparency and more inclusive, interest-based targeting, making contextual AI indispensable for modern advertising. Watch the full interview here to learn more 📺 : https://lnkd.in/eZadMN24 #ContextualAI #CTVAdvertising #InnovationInMarketing
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Annalect
Earlier today, Omnicom announced that it will be the first holding company to integrate into the new Instacart Developer Platform (IDP), a publicly available API program that leverages Instacart's industry-leading online grocery platform to supercharge third-party digital experiences. Our Chief Experience Officer, Clarissa Season, noted: "This integration legitimizes influencers as a media channel even more because of the clarity it provides. We view this level of outcomes-based measurement as a significant step forward." You can read the full Digiday piece here: https://lnkd.in/gm7DbAY5 #OmnicomCannes
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Ann Tarasewicz
🚨BREAKING: Netflix announced plans to launch its own Ad Tech. What does this mean for the industry? 📺 Increased Competition Netflix's entry into Ad Tech brings a major new competitor, likely intensifying competition with Google, Facebook, Amazon, and other Ad Tech companies. 📺 Innovation and New Standards Known for its tech prowess, Netflix could drive innovation in ad targeting, measurement, and user engagement, pushing others to improve their offerings. 📺 Data and Privacy Implications With access to extensive user data, Netflix could set new benchmarks for personalized advertising. However, this also raises concerns about data privacy and user consent. 📺 Impact on Content Creators and Media Companies Netflix's platform may offer new monetization opportunities for content creators through ad-supported content, potentially changing the content landscape. 📺 Consumer Experience and Acceptance The success of Netflix's ad-supported plan shows consumers are willing to accept ads for lower subscription costs. This might lead other streaming services to adopt similar models. 📺 Strategic Partnerships and Acquisitions Netflix might seek partnerships or acquire smaller Ad Tech firms to enhance its capabilities, sparking a wave of mergers and acquisitions in the industry. 📺 Market Expansion and Global Reach Netflix's global presence could accelerate digital advertising in emerging markets, offering advertisers new opportunities to reach diverse audiences. What do you think? Are you excited or sceptical about Netflix’s move? Read the news here: https://lnkd.in/du9CxeVq #CTV #Netflix #Programmatic #AdTech
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Brian G.
Looking to stay ahead in the evolving TV advertising landscape? Come read how the shift from traditional linear television to digital platforms is impacting the effectiveness of advertising efforts. Unlock the future of TV advertising with data-driven insights and targeting capabilities using Simpli.fi's ZTV solution.
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Myles Younger
Netflix streaming was one of Amazon Web Services (AWS) early success stories and proofs of concept (I'll drop a link in the comments). "Amy Reinhard, the company’s president of advertising, was clear: Netflix will roll out a proprietary ad tech platform by next year." Could Netflix in-house #adtech be the next Netflix <> AWS collab? There's history there and this could be a major win for proving the value of AWS for Advertising out in the wild... #adtech + #cloud = 🔥
241 Comment -
David Kohl
Nobody should be surprised that despite alternative IDs in the bidstream, marketers aren't seeing scale in audience-driven media. Why? 1 - Advertisers have email addresses; open web publishers don't. The open web was built without authentication, and publishers haven't yet cracked the code on getting people to register for content. Publishers have 1P cookies, and "bridge IDs" were supposed to help. But as usual in our industry, bridging providers got greedy, messing with ID substitution, probabilistic matches and other junk, ruining their deterministic and consented solutions. As a result, we're stuck with incompatibility between buyers (emails) and sellers (1P cookies). 2 - Shared IDs pose a legal risk to 1P data holders. The larger the publisher, the more lawyers they hire. Thus, the publishers with the greatest scale recognize the regulatory risk of linking their valuable audience relationships to a permanent identifier in the bidstream. European case law questions the validity of consumer consent, as companies can't realistically ask audiences to share their data with unknown entities. Furthermore, how can a publisher revoke consent effectively? You can't put the toothpaste back in the tube. Consent is questionably valid at best. 3 - Smart publishers and advertisers don't want to share their most-valuable customers for free. Trusted consumer relationships are incredibly valuable. The last 15 years have taught us all that data leakage commoditizes premium inventory and fuels competitive intelligence between brands. It's an economic disaster we continue to perpetuate. No wonder shared IDs lack scale. ---- The bottom line?... Audience addressability and measurement depend on some level of connectivity. But there remains a significant incompatibility between buyers and sellers, and beyond the technical hurdles, throwing new-gen IDs into the bidstream and praying for protection isn't the answer.
749 Comments -
Jay Friedman
I still believe the best way to buy all media, when possible, is programmatically to enable decisioning. However, the current setup isn't efficient and frankly kinda sucks when it comes to TV. Between fraud and unnecessary middlemen that don't add value, we need a change. (Yes, Goodway Group is already on its way to a huge CTV buying overhaul that will deliver 30-40% more CTV value for brands shortly!)
411 Comment -
Equilar
A recent ADWEEK story by Paul Hiebert, featuring data from Equilar, highlights CEO compensation at AdTech companies. According to Equilar data, the median compensation for chief executives of companies listed on the S&P 500 was $15.2 million in 2023. See how AdTech CEOs compare to the overall S&P 500: https://lnkd.in/g5gZyrJa #ceopay #ceos #adtech #advertising #marketing
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Justin Scarborough
I really enjoyed this Marketecture Pod by Harry Kargman. He said what we all know to be true: "If you even look at Trade Desk today...are they even a DSP or an ad network or a data company, or all the rest, you can't put anything in a box." But what I do know is what a black box looks like. So if you don't know where your ads are running (ie: domain level reporting with log files to back them up) or how much you are paying for them now, (beyond the platform fee, or the variable/blended margin), then I can tell you with a large degree of certainty that you are you are probably lighting 50-60% of your media dollars on fire once it actually gets to the end human, which you aren't also tracking to be true. Keep in mind, your screenshots are also made up. AI can do that for me now too. If you don't believe me, hit me up via DM and I'll tell you where you money is being wasted. https://lnkd.in/gHxmHeZ7 CC: Lizzie Black Brittany Smartt Batchelor
354 Comments -
Paul Gubbins
Nearly 47% of US consumers said streaming is their most frequent method of TV viewing, while 33% said cable and just 14% satellite. Streaming is now the dominant method through which Americans consume TV, according to a recent Prosper Insights & Analytics survey. CTV is one of the fastest-growing sectors in digital advertising, expected to grow 25% this year to more than $30 billion. But CTV advertising is still in its early days. And it is about to get a whole lot smarter and more effective thanks to GenAI.... #CTV #Streaming #AVOD #FAST #AdTech #GenAI
808 Comments -
Jayson Dubin
Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging
141 Comment
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