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 …
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 …
Latest first party platforms: BestBuy and NBC Retail media growth is a common theme among 2022 predictions, and just one week into 2022 it has been announced that Best Buy Ads will launch this year as the electronics retailer looks to leverage its own first party data to sell ads on and off network. eMarketer …
Identity: PXI aims to bring clarity to audience addressability; LiveRamp & Lotame expand partnership; and more According to Digiday research publishers post-third party cookie plans remain unchanged with first party data, publisher/adtech built solutions, and non-ad revenue streams where appropriate being key focuses. However, the level of publishers still worried has remained similar with 55% …
2022: Ad market keeps growing faster-than-expected According to GroupM’s latest figures digital advertising will account for 64.4% of total ad spend this year; but worryingly it’s big tech that is benefitting most with 80-90% of that (outside of China) going to the parents of Google, Facebook and Amazon. The latter of those also appears to …
2022: Contextual, CTV, open market, walled gardens, and more Digiday’s Programmatic Marketing Summit Recap highlighted a number of key themes going into 2022 including the continuing test & learn approach for post-cookie solutions. One solution discussed at the summit was contextual which goes beyond just underpinning much of how we collect & categorise content-based data. …
The Independent focus on retail media, Video and newsletters As well as expecting a 30% increase in revenue, UK-news giant The Independent is investing in ecommerce, TV and audience targeting – highlighting 3 key areas for publishers. For instance; IndyBest offers a range of product reviews and links to buy, and Independent TV offers a …
Programmatic CTV spend on the rise The CTV space continues to innovate and grow, and according to Xandr 57% of advertisers will spend more on addressable TV over the next 12 months across major markets. Furthermore, according to eMarketer advertisers are expected to increase their CTV ad spending in the US by 48% year-on-year to …
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 …