Garett Sloane

Today's TV allows for Optimization and Control. But from the Advertisers side how does DSP, SSP and Ad Exchange differentiate spend? So quickly this is an overview: " Programmatic Advertising" 101 - connected TV / Digital Buy DSP: Demand Side Platform - allows advertisers to access available Ad inventory. Advertisers can use DSP to buy inventory across Display, Mobile and CTV/OTT ( Connected TV via Wifi - Over the Top / Ads on Streaming Media services ( Pluto / Tubi / You Tube) SSP: Suppy Side Platform: is Software that enables inventory to be available to Advertisers. Ad Exchanges: Are used by both publishers and advertisers to buy and sell ad space ( ofter in real time bidding environments) - think of Ad Exchanges as a marketplace. The advantage of DSP is that you can work within a desired Ad Spend" ( aka: the amount form the client) - outline flight dates - select a target audience - the DSP will work within your criteria to find impressions available to fit across multi media platforms ( TV / Digital/ OOH / Mobile and CTV / OFF) - Companies such as Rogers are working on providing these solutions across Canada - you ( the client) also get in return detailed analytics for measuring effectiveness. ( Both Google and Amazon provide detailed analytics for any media purchase - I hope that topline explanation was helpful - Remember tools should makes jobs easier - not confuse...... cheers DG #rogers #dooh #digital #newbusiness #bell #rogerssportsandentertainment

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Google's AI Overviews in search results could decimate referral traffic for some publishers. We explored what the shift will mean for publishers' businesses in the latest episode of The Toolkits Show. https://lnkd.in/gRXJN3TX

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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

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Just 11 years ago, MonetizeMore suffered a staggering $2.2 million loss from ad fraud – a wake-up call that inspired us to prioritize robust solutions to protect publishers from this hidden enemy. https://bit.ly/3xxUoqG The stark reality is that you could be next. According to a Google study, publishers dependent on ad revenue lose an estimated $1.27 billion annually due to fake ad inventory. It's time to fight back! In this webinar, we'll share the knowledge we gained the hard way: 💡How to identify and block invalid traffic 💡Strategies to protect your ad revenue 💡Ways to ensure accurate data for informed decisions 🗓 Date: July 11, 2024 🕙 Time: 11 AM ET | 5 PM CET Don't let ad fraud steal another dime. See you there! 

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More ad tech acquisitions. CTV-focused DSP Madhive announced its acquisition of Frequence, an omnichannel marketing platform. Madhive already helps broadcasters sell connected TV inventory to local advertisers looking for additional reach and the addition of Frequence's back-end programmatic tech should allow the company to offer an end-to-end digital advertising platform for SMBs. The tie-up of the two companies will now enable Frequence to use first-party data for targeting via Madhive’s DSP. Madhive received a $300 million investment from Goldman Sachs Asset Management last year, had revenue of about $125 million in 2022 and was profitable, according to the CEO. Terms of the Frequence deal were not announced. Frequence has roughly 350 employees, bringing Madhive’s total headcount to almost 600. https://lnkd.in/ehxCwagM - #advertising #ctv #streamingmedia #adtech #SVOD #AVOD

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Major publishers say they’re stepping up their focus on subscriptions as a core revenue driver as monetizing their audiences via other means – such as advertising and commerce – becomes more challenging. Many believe robust subscription revenue is becoming increasingly important for maintaining viable businesses as the media landscape shifts quickly around them. Toolkits asked senior executives from 28 individual publishers how focused their companies are on building subscription revenue now compared with last year. Seventeen said their focus has increased, 11 said it’s about the same as it was 12 months ago, and none said their focus on subscriptions has decreased. Read more: https://lnkd.in/eQS2WGRg

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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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Programmatic CTV advertising has come under fire for its inefficiencies, particularly in regards to ad-fill rates. According to a recent article, the fragmentation of control by ad campaign owners and the involvement of numerous independent companies in each deal can lead to significant revenue deductions before the money reaches broadcasters or channel operators. This fragmentation creates complexity and inefficiency, as each layer in the transaction takes a cut of the revenue, ultimately diminishing the final amount that reaches content providers. Read more about the challenges facing programmatic CTV advertising here: https://lnkd.in/eg7Vhg6t

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Loved these IAB insights for #podcasting from their Annual Internet Advertising Revenue Report from 2023: "Audio advertising also saw a robust expansion, growing 18.9% to reach $7 billion. It is still the fastest growing channel" https://lnkd.in/eQfiTV7K #podcast #beautypodcast

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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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Across different niches, from B2C to B2B, we've seen a decline in new subscriber conversions ranging from 5% to 30%. Read more 👉 https://lttr.ai/AT0pQ #subscription #recurringrevenue #subscriptioneconomy #subscriptionmodel #subscriptionbusiness #membership #subscriptionservice #b2b #b2c

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Feels like things are quickly escalating. ID bridging has been a problem for a long time with most folks having employed it not understanding what it actually did and who it impacted. If there was a revenue lift they were happy. As I've been saying for a while w.r.t a general need to shift towards more SaaS solutions, the fact these say business are literally incentivised to increase revenue creates a fine line between finding the most accurate match vs the most valuable one.. We need transparency and we need measurement across IDs. The new IAB spec is a great start. #idbridging #adtech

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In this comprehensive podcast update on the CDN market, I separate facts from opinions, [🎙 https://lnkd.in/epzXSMVA] providing a detailed analysis of the latest trends. I cover everything from CDN pricing trends, market sizing (𝐚𝐛𝐨𝐮𝐭 $𝟓.𝟑𝐁 𝐢𝐧 𝟐𝟎𝟐𝟑), traffic and revenue growth rates, DIY initiatives (TikTok, Disney, Apple, Netflix), tech trends and demands across 4K, ULL, CMCD, bitrate optimization, multi-CDN, Open Caching deployments, changes in performance testing, to unique delivery challenges in regions like India. Revenue numbers for CDN vendors, including Akamai Technologies, AWS, Cloudflare, CDN77, Edgio and Fastly, are broken out, along with where the numbers come from. Other CDNs discussed include Comcast Technology Solutions, Google Cloud Media CDN, Netskrt Systems Inc., Orange, Qwilt, Tata Communications and others. I discuss the potential impact of market consolidation, Netflix streaming NFL games on Christmas, and the trend that will continue with customers looking to save on delivery costs. I also highlight bad data and red flags within reports in the market so you know what to avoid and data to stay away from. Listen here: https://lnkd.in/epzXSMVA I mentioned many numbers in the podcast, nearly all from public sources, and I believe I got them right. But if I misspoke, I welcome any corrections. If you have any questions, please put them in the comments section or contact me anytime. (dan@danrayburn.com) My thanks to the nearly twenty CDN vendors, customers, sports leagues, OTT platforms, carriers and DIY content owners I spoke to in the week before the podcast. The podcast transcript provided by my podcasting platform has many mistakes, so I will work on editing it and posting a transcript when I can.

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What role does contextual AI play in shaping the future of advertising? As end-users and technology companies increasingly prioritize privacy, contextual AI is poised to emerge as the primary tool for advertisers as it focuses on aligning the right messaging with the right context, making it essential for brands' future success. Kartal Goksel, CTO at Seedtag, believes that context reigns supreme when it comes to effective advertising. While the industry has typically depended on keywords and phrases to gauge context, he argues that a more nuanced, human understanding of context is crucial as this approach considers the broader meaning of words within the context of an article. Watch now: https://lnkd.in/e3aBPiYQ #ContextualAI #ConsumerPrivacy #ContextualAdvertising

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FT Strategies: building news media companies fit for 2030 https://lnkd.in/etm7Xvei How can news media companies integrate the needs of younger generations in their content strategy? Nazli Selin Ozkan talks to George Montagu, Senior Manager & Head of Insights at FT Strategies, about a recent report on this area and its implications for the wider media industry. #media #publishing #news #insight #interview

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Top podcast advertisers for March 2024, courtesy of Magellan AI. 💵 Advertisers will spend $2.37 billion on podcasts in 2024, marking a 19.1% year-over-year growth. That means podcast advertising is set to exceed one-third share of digital audio advertising! 💪 #podcasts #podcastadvertising #advertisers #digitaladvertising‍‍‍‍‍‍‍‍‍‍‍‍‍‍

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#CTV has emerged as a vital activation point for reaching and persuading voters for the #2024election cycle. Our Al Behmoiras outlines four strategies for #political advertisers to effectively reach, influence, and drive voter outcomes via MediaPost. #StreamingTV #advertising https://lnkd.in/edhHMBG6

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