This week in publishing – Programmatic matures, CTV the next key ad arena, and more publishers embrace post-cookie future

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

This week in publishing – Portfolio approach to addressability; state & rise of retail media; and Reuters Global Trends 2022 report

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

This week in publishing – PXI project to bring clarity to audience addressability; Mega M&A news; and MadTech & CTV in 2022

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%

This week in publishing – Ad market growing faster than expected; first party key for 2022 relationship building; and compliance concerns.

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

This week in publishing – Programmatic trends for 2022, Tesco joins the retail media trend, and new SVOD measurement in the UK.

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. 

This week in publishing – The growing CTV opportunity, subscription fatigue, and G7 consider consent changes

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

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