Marketers

Views of Shorts on CTV devices more than doubled last year, people watch more than 1 billion hours of YouTube daily on their TVs – and other fun facts from YouTube’s Brandcast event.

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.

Integral Ad Science had a decent Q1 – especially in comparison to its direct competitor, DoubleVerify. Even so, frustration with the opacity of third-party brand safety and ad verification providers is increasingly bubbling to the surface.

Programmers are using their Q1 earnings reports as a dress rehearsal for their upfront pitches. Meanwhile, programmatic platforms, including Magnite and PubMatic, also had upfronts in mind during their Q1 earnings.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Will data dazzle media buyers at this year’s TV upfronts? Plus: Why recent changes to Google search results have decimated traffic for some digital publishers – and rewarded others.

For Magnite, the biggest growth opportunity lies in supply-path optimization. The trade-off is the pressure to differentiate itself from other supply-side platforms competing for agency deals.

PubMatic has its supply-path optimization initiative, its strategy to introduce direct deals for CTV and online video, to thank for its quarterly revenue growth.

Google Search, the web’s largest traffic and revenue generator for two decades, is in the midst of sweeping overhauls that have already altered how users are funneled around the internet.

Appealing to advertisers’ better angels is never going to bring ads back to the news. But appealing to their bottom lines might.

Screenverse plans to add about 20 employees over the next 12 months with the help of its new cash reserve. The company also earmarked a portion of its funding for enhancing its publisher suite.

GSTV is trying to win a larger share of spend earmarked for TV. In GSTV’s case, it wants to reach a broad and captive audience – while they’re at the fuel pump.

The IAB projects digital video ad spend will rise to $63 billion in 2024, representing a 16% increase from last year. Of the three video ad categories the report breaks out (social and online video and CTV), the clear winner is social video.

Ibotta’s evolution since it was founded 13 years ago – it went public last week – is emblematic of the industry’s overall transition from third-party data marketplaces to first-party and retail media data.

Pour one out for third-party data. These days, AB InBev’s digital marketing strategy is built squarely on first-party data.

One side effect of signal loss? Media mix modeling is coming back in fashion. Google’s Meridian is the latest entrant in the MMM space, which is being embraced by large ad platforms and startups alike. Plus: Differentiating between shoppable TV and T-commerce.

Despite forceful calls for a shakeup of the digital ad business from the main stage at the Possible conference in Miami this week, the online ad industry remains locked in a harmful holding pattern.

Cookie deprecation and the reduced availability of mobile ad IDs is rocking the ad tech ecosystem. But signal loss is also an opportunity for a younger company to build new privacy-preserving targeting technology and grab market share, according to Remco Westermann MGI CEO.

The democratization of media mix modeling is the main idea behind the launch of marketing analytics platform FutureSight.online.

Rising levels of invalid traffic and MFA sites – together with the number of intermediaries taking their cut – are raising the cost of inventory. How can mobile demand platforms avoid waste and the costs associated?

TV inventory shrinks as supply paths proliferate. To help organize the chaos, video ad server Innovid launched a new SPO product called Harmony Direct to give media buyers the shortest path possible to CTV ad supply.

Garcia made waves last year when she publicly resigned her role as UM Worldwide’s chief privacy and responsibility officer.

AdExchanger caught up with Zefr’s new chief AI officer, Jon Morra, about his role and how digital media will adapt (or acquiesce) to AI tech.

In today’s newsletter: AppLovin raises $144 million and buys video shopping app Flip; Google agrees to disclose that it collects data from Incognito users; and why Trader Joe’s is (and isn’t) the Shein of grocery stores.

To help bridge the disconnect between SMBs and media platforms, Media Disco recently launched its self-serve ad-buying platform.

If Alex Schultz, Meta’s CMO and VP of analytics, had his way, the term “performance marketing” would be retired. There isn’t a line [between] brand and performance,” he says. “It all performs.”

Gathering information from industry insiders is a critical part of the CMA’s evaluation process, says Chris Jenkins, director of the its Digital Markets Unit.

In today’s newsletter: Criteo gets MRC accredited for display impressions and click metrics; Google Analytics and Google Ads now use the same definition for “conversions”; and how marketing mutated the beverage aisle.

The vast majority of advertisers who buy ads in video games (91%) no longer consider gaming to be an experimental media channel. But ad spend in games still lags behind audience engagement.

In today’s newsletter: NAD says influencers should label endorsements as ads, even if they invest in the company; Netflix’s password-sharing crackdown was a catalyst for ad-supported audience growth; and G/O Media sells more of its portfolio.