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 …
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. …
A retort to Scott Galloway’s digital ad takedown After Scott Galloway’s brutal analysis of digital advertising – calling it Carcinogenic and predicting its collapse – we had a retort from Business Insiders’s Mike Shields in which he explains why Galloway is wrong. Whilst Shields agrees with Galloway on the issues within the market – such …
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 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 …