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 …
The Trade Desk launches OpenPath The Trade Desk announced OpenPath this week, a new product that reportedly allows advertisers to buy programmatic ads directly from premium publishers in order to make ad buying cheaper and more transparent. However, the move also means cutting out Google Open Bidding – and others – from their ad buying …
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 …
Carbon, the first-of-its-kind revenue management platform, has announced a new strategic alliance with Xandr, AT&T’s advanced advertising company, to leverage Xandr Curate for improved audience deliverability and monetisation. Carbon combines automated categorisation and a scored data taxonomy with real-time revenue analytics to uncover unique first party audiences. This new alliance will enable publishers to activate …
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 …
Who is Archant? Archant is a media company dedicated to enhancing the lives and businesses of the communities they serve through outstanding content, service, and expertise. As one of the UK’s largest publishers with a reach of over 12 million digital readers every month, Archant taps into a wide source of customer data. As a publisher, Archant provides highly relevant, powerful, …
Programmatic growth and innovation Innovation in the programmatic space continues to gain momentum; whether it’s in-game, CTV, audio, digital-out-of-home, or unique collaborations, such as the one between Carbon & SmartRTB with the growing power of 1st party audience data. For instance, this week saw Channel4 embrace real-time bidding with the launch of its All4 Private …
Publishers scale back post-cookie plans Research from Digiday suggests that publishers are scaling back their post-cookie planning in response to Google’s delayed deprecation. For instance; the level of publishers preparing for the end of third party cookies remained relatively flat at 68% whilst those worried about their ability to target ads fell from 59 to …
SSPs everyone’s best friend In the face of privacy headwinds and a renewed focus on quality data to drive both direct and programmatic, Digiday suggests that SSPs want to be the preferred way publishers scale their data to advertisers. Given that publishers’ first party data can only be used within their own walls, buyers & …
According to eMarketer, time spent with media grew by nearly an hour in the US last year – most likely the impact of the pandemic and associated lockdowns. Whilst growth won’t be as fast over the next few years, time spent with digital media will still grow to well over 8 hours by 2023 largely …