Programmatic maturing: Measurement & transparency are critical Programmatic is maturing and with the continued growth of gaming, CTV/OTT, and audio, programmatic will continue to surge and reshape the digital landscape. TV, for instance, has seen big shifts from linear to CTV but with the great expectations that digital innovation brings marketers need to know the …
Reduced urgency in cookieless Digiday revealed that a number of publishers are feeling a lack of cookieless momentum as advertisers pull back on testing budgets following the Google delay. This slowing momentum and industry wide fragmentation is leaving some publishers divided on what to do in the cookieless future. In his AdWeek article, Mark Stenberg …
Growing CTV opportunity In the US, an estimated $13.4bn will be spent on CTV ads this year (up 48% YoY), with $6.7bn of that being purchased programmatically. There’s a great timeline of 2021 CTV innovation on TheDrum covering everything from the pandemic-driven rise of ad-supported streaming and video on-demand, and the growing interest of Smart …