Portfolio approach to addressability the real winner?

IAB Tech Lab CEO, Anthony Katsur, and the IAB are encouraging a portfolio approach to addressability that includes first party data, contextual, and browser APIs, that can apply to existing and new channels such as CTV.  In his AdExchanger pieces Katsur talks about the three buckets that addressability approaches fall into that provide a defensible approach to addressability.

In a panel discussion highlight piece Carbon discussed monetisation models in 2022 & beyond with consideration for these varying buckets of addressability, whilst also setting that within the need for a compliant & fair value exchange.  The need for well-informed consent conveying the value exchange is a theme covered in another ExchangeWire predictions piece; with other key themes being publisher-provided IDs (PPIDs), and more consolidation & collaboration to help publishers scale.

As a reminder of what we are working on with our clients to solve, check out an article from Martin Kihn – Salesforce VP of strategy – where he explores what a world of untargeted ads would look like describing it as “truly awful”. Given how invaluable ID solutions for the open web are going to be for publisher monetisation, collaboration around these “buckets” and further innovations is the order of the day for 2022 and beyond.

Ecommerce and the rise of Retail Media

There’s an interesting interview with Jennifer Pelin – EVP of global media for IRI – on the state of retail media in 2022 within which she warns against following the walled garden approach.  Citing the positive example of Walmart Connect partnering with The Trade Desk, Pelin makes the point that both targeting & attribution is more effective and trusted by brands that can bring their own “hard-earned data” onto the media networks.

Furthermore; there’s an interview with Kroger Precision Marketing VP of media strategy Michael Schuh about the rise of retail media and specifically how Kroger are approaching their solutions, including the recently launched Kroger Private Marketplace.

…we are enabling advertisers to build custom audiences with us, using our data and our science, to pair that with whatever inventory they would like, and push that into their existing DSPs.

Michael Schuh, VP of media strategy at Kroger Precision Marketing

In other ways media owners are taking advantage of the continued growth in ecommerce, BuzzFeed UK’s Shopping+ is seeing strong metrics. Its new shopping hub claims 66% clickthrough probability (CTP) with around two-thirds of those then clicking on affiliate links.  The article surfaces a quote from BuzzFeed CEO Jonah Peretti on the importance of data to fuel its ecommerce activity:

Our data-informed approach to content creation and capital allocation allows us to capitalize on secular trends in advertising and commerce and helped fuel our significant topline growth in the first half of the year.

Jonah Peretti, CEO at BuzzFeed

Reuters global trends for 2022

Reuters released their “Jounalism, Media, and technology Trends and predictions 2022” report this month with suggestions of a deeper trend toward direct payment for quality information.  59% of respondents to the Institute’s global survey of media leaders report revenue increases, with digital ads still working well with new areas of growth including digital commerce ads.  However, 79% of leaders say subscriptions are a key revenue priority ahead of advertising with many preparing to use podcasts and newsletters in particular to attract & grow subscribers.

Other highlights include the changing nature of social media influence as Instagram, TikTok and YouTube take precedence; the potential impact of tech regulation; and further media consolidation to grow subscriptions whilst creating higher quality ad environments.

2022: the year of CTV?

Is 2022 the “year of CTV”? The year of mobile seems to have been most years for the last decade and as more inventory becomes available and identity solutions come to the fore in CTV, many are predicting its continued rise.

Emarketer estimates that US advertisers will invest $19.2 billion into CTV this year – 5.7% of total media ad spend – rising to $29.5 billion or 7.6% of total media ad spend by 2024.   It’s likely that ad supported services will continue to increase with the limited number to which consumers will be willing to pay for, and furthermore that will make the control and scale provided by programmatic become even more essential.  For insight into how programmatic will play in TV check out this interview with Magnite chief revenue officer Steve Buckley; in which he talks about the the various CTV categories and how programmatic is influencing each including the potential of bringing in more buyers.

Just 2 weeks into 2022 and there are already deals in CTV that represent what the future could hold for CTV.  For instance; NBCU & RTL’s deal to cross sell ads globally, and Discovery investing in OpenAP to strengthen audience-based ad buying by integrating with OpenAP’s OpenID.

Other interesting reads

Zero party data product – StoryCards

Israeli-based company StoryCards has developed a new engagement product to help publishers easily build quizzes, trivia, forms, and other engagement tools to gather data on its users to targeting & personalisation purposes.  It’s a good example of innovation outside of IDs and contextual, that helps publishers invest in profitable & privacy compliant user experiences.

Google offers not to put News Showcase into search results

German regulators announced this week that Google proposed not to expand News Showcase “story panels” into general search results.  It comes as part of an overarching mission to regulate Google – and big tech in general – with Germany also scrutinising Google’s negotiations with local news publishers.


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