CTV

Advertisers new to CTV tend to misunderstand performance metrics and overemphasize cost per thousand impressions (CPM) as a measure of success.

Trump won the 2024 election. To recap why Trump won, and how paid media played a role (and didn’t) in his victory, we bring on guest Jordan Lieberman, CEO of Power Interactive. The programmatic buying company handled more than 1,000 digital campaigns across the political spectrum this election cycle.

To court new programmatic buyers, SoundCloud is now selling its display and video ads via open auction and private marketplace deals that combine multiple types of inventory.

The programmatic open marketplace is designed to sustain the business models of ad tech, agencies and consultancies, rather than serving the interests of advertisers, audiences and media owners. It cannot be fixed. It must be rebuilt.

With the growing number of social media users paying for a premium and often ad-free service, how can marketers engage these audiences?

A significant amount of the ad inventory distributed to CTV audiences is actually sold via linear. This is especially prevalent with FAST networks, which currently account for 20%-25% of ad-supported streaming.

Airbnb gets one step closer to launching a retail media biz; Google shakes up its ad tech executive team; and streamers struggle to balance ad and subscriber revenues.

During a Covid-induced two-day binge watch of a recent streaming hit, advertisers consistently failed to serve the right ad. Where’s the accountability?

HUMAN plans to build a deterministic ID from its tracking of more than 20 trillion digital signals per week across 3 billion devices, which will aid attribution for ecommerce.

By applying Adelaide’s Attention Unit scoring, buyers can target low-, medium- and high-attention inventory via TTD’s self-serve platform.

TikTok announced this week that it would allow search advertising to be targeted by keyword. Plus, streaming ad supply now outpaces demand.

Data platform Quorum wants to serve publishers and advertisers at the same level as walled gardens can, but without all the walls.

While CTV has emerged as a powerful and unique advertising medium, venue-based DOOH streaming is distinct and requires its own marketplace to fully realize its potential.

Why streaming TV might adopt the cloud-usage model for content; MAGNA projects strongest ad market in two decades; and “go woke, go broke” gets proven wrong, again.

Adopting standards and interoperable IDs can benefit the entire ecosystem, enabling solutions that can help solve for omnichannel ROI and more effective tracking of ads across platforms.

OpenX would like people to stop thinking about supply-side platforms as “dumb pipes,” thank you very much.

In today’s newsletter: Google Demand Gen is the industry’s latest over-attribution controversy; data from third-party brokers might not be worth it; and The Trade Desk launches a CTV operating system.

In today’s newsletter: Amazon stands out among Upfronts CTV rookies; Google reveals how much revenue its ad tech divisions make; and women hold more marketing leadership positions than men, but churn is worse for women.

With political ads flooding every channel, how can brands remain relevant and connect with their audience without adding to the noise?

ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.

Remember back when Netflix was anti-advertising? Plus, CTV is still struggling with low programmatic fill rates.

Ecommerce tech has had a rough couple of years. Plus, VP Kamala Harris’ presidential campaign will spend $370 million on ads.

In today’s newsletter: Digital twins are marketers’ cool new AI tool; Netflix pulls a Prime Video and defaults lapsed subscribers to the ad-supported tier; and California compromises with Big Tech on two journalism bills.

The partnership makes MFA-blocking tools more accessible to mid-size buyers. Plus, AdLib can block MFA regardless of whether a DSP is willing to proactively filter it.

The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.

The SSP revised its full year outlook down by $10 million, due to a DSP partner adopting first-price auctions and weakness in key ad verticals. But it highlighted mobile in-app as a new key revenue stream.

Although the full revenue impact of Magnite’s exclusive SSP partnership with Netflix hasn’t hit yet, simply announcing the deal “created significant momentum for our business,” Magnite President and CEO Michael Barrett told investors.

In today’s newsletter: Netflix drops its ad prices to slightly less outrageous levels; X sues GARM, alleging it led an ad boycott for ideological reasons, not brand safety concerns; and how TV manufacturers have laid the groundwork to take ad dollars from streamers and cable.

It’s anyone’s guess how CTV advertising will eventually look. But, today, there are no rigid standards, writes Operative’s Mike Pollard.

Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.