The Debate Over Premium Content Is Holding Back Programmatic CTV Growth
While agencies push for more programmatic buying options, publishers want to maintain control in TV ad buying negotiations – and particularly over their “premium” content.
While agencies push for more programmatic buying options, publishers want to maintain control in TV ad buying negotiations – and particularly over their “premium” content.
While Google’s Privacy Sandbox remains a subject of industry skepticism, brands are resetting their expectations around first-party data. Next up on the list of solutions agencies are trying is alternative identifiers, such as UID 2.0, ID5, Lotame’s Panorama ID and dozens of others.
Pivoting to a “premium internet” is like avoiding the parts of town that have been blighted by illicit activity. The only real solution to MFA is for the dollars to dry up.
Buyers could solve many of the issues they have with the open web by focusing less on viewability and clicks and more on driving performance outcomes, says Goodway Group director of strategic partnerships Andrea Kwiatek.
Appealing to advertisers’ better angels is never going to bring ads back to the news. But appealing to their bottom lines might.
TV buyers predict that streaming publishers will heed their demands for greater flexibility, more programmatic execution and improved measurement during this year’s upfront season.
We asked the experts what marketers and media buyers should do to prepare for a possible ban of TikTok in the US.
In today’s newsletter: President Joe Biden signs the TikTok ban into law; upscale grocery and convenience store chain Foxtrot closes down; and IPG has a rough Q1.
Why does MFA continue to thrive? MFA monetization benefits everyone in the ad tech ecosystem that collects a revenue share. That includes both SSPs and DSPs.
The 4A’s measurement committee, a working group for marketers and media buyers to discuss their opinions and concerns about video ad measurement, has some thoughts on the status of alternative TV currencies.