Netflix has ads starting in November. The Netflix Basic With Ads plan is launching in 12 countries on November 3, including the UK, Italy and Korea, and will cost viewers $6.99 a month. Netflix was originally planning an ad tier for 2023, but the streaming wars are moving full steam ahead.
“When you enter those [agency] doors, you are you coming into an office of all media professionals – media planning, media strategy, custom content makers, research – where everybody eats, sleeps and breathes media,” said Aaron Sobol, Unilever’s head of media investment and partnerships. On the brand side, however, the in-house media team is comparatively small and sits “inside of a relatively small marketing community, inside of a very, very large company.”
A new campaign from Bombay Sapphire, which launched on Wednesday with spokesperson and “Elvis” director Baz Luhrmann, combines influencer-led social media interactions with the goal of building a loyal customer base that’s (hopefully) willing to share personal information. Bombay Sapphire is looking to generate the kind of lift in brand awareness and affinity that can lead users to intentionally opt into future promotional efforts.
The 2022 midterm elections are expected to see a record amount of political ad spend going to streaming, even compared to the 2020 presidential cycle. Almost all marketers love CTV for the granular audience buying it supports, but CTV wouldn’t have the political clout it has today if not for the media’s roots in legacy television.
My Code, a publisher network that specializes in multicultural media, manages display and video inventory across nearly 800 sites under its umbrella. Because of the complexity of programmatic sales across such a diverse portfolio of sites, including a mix of owned and third-party clients, My Code has relied on PubMatic’s OpenWrap unified bidding solution for the past two years.
Some business practices on the internet may not be against the law, but they undermine or manipulate consumer choice. Legal advocates have coined a new name for this practice: dark patterns. And dark patterns are next up on the enforcement docket both for the Federal Trade Commission and state-level data privacy laws.
While brands want to be active in video games, on influencer-driven streaming video platforms like Twitch and in metaverse-like online games like Roblox, it can be hard for marketers to measure ROI in these spaces. However, for Invisalign, like with other early-adopter brands, the opportunity in new gaming and metaverse channels has more to do with driving awareness than increasing incremental sales.
Multitouch attribution has fallen into disrepair. Facebook and Google platform attribution is a mess. User-level tracking is going the way of cigarette smoking during a pregnancy. So, what’s left for digital advertisers who need to bring performance measurement back to their media plans? Incrementality testing, it seems. “I was a little bit skeptical as to […]
Pet food brand Nestlé Purina is using a combination of behavior data and survey data to peek into the lower funnel and get a feel for whether a lift in awareness translates to a potential lift in sales.
Roku premiered “The Lesbian Bar Project” in New York City, a docuseries chronicling lesbian-owned bars scattered across the country. The three-episode miniseries was co-produced by Roku’s Brand Studio and German liqueur company Mast-Jägermeister, the title sponsor of the show streaming on The Roku Channel.
Now that on-demand delivery service Gopuff has an ad platform business, it’s become an unlikely springboard to help creators promote and distribute their brand ventures.
Video SSP Beachfront and Canoe Ventures expanded their ad-serving partnership across several more programmers. The two companies integrated their tech stacks in 2019 so broadcasters or streamers that work with Canoe can channel inventory more effectively to Beachfront’s programmatic pipes. Now, six more programmers, including Kabillion, Afro TV and TV One, are using the integrated solution.
Almost one year ago, the W3C created a small sub-group called the Private Advertising Technology Community Group (PATCG). And, against the odds, the PATCG has made theoretical progress on a number of key ad tech and privacy logjams in the past year.
To plan, target and measure media buys on TV, advertisers need to resolve identity at the household level, which calls for full media transparency, said Kelly Metz, managing director of linear and advanced TV activation at Omnicom Media Group. Kelly Metz will be speaking about the future of TV measurement at AdExchanger’s Programmatic I/O conference on October 17-18 in New York City. Click here to register.
US political ad spending is exploding in the runup to the 2022 midterm elections, with an estimated $8 billion to $13 billion up for grabs this election cycle. But, while CTV and streaming video are seeing an infusion of political ad cash this year, local news publishers aren’t seeing a dramatic change in their bottom lines.
VideoAmp released a tool that allows publishers and advertisers to compare audience viewership second by second throughout the duration of a program. The purpose is to help buyers target their ads more effectively. Advertisers have been demanding discrete program insights for targeting and measurement planning, Jonathan Bohm, VP of product at VideoAmp, tells AdExchanger.
On Monday, Fandom snapped up GameSpot, Metacritic, TV Guide, GameFAQs, Giant Bomb, Cord Cutters News and Comic Vine from Red Ventures. The acquisition improves Fandom’s reach among fan communities, which will supplement its offering for marketers throughout their journey through the marketing funnel, said Fandom CEO Perkins Miller.
The conventional wisdom in Washington DC is that half or more of political ad budgets during an election year are spent in the final 45 days before the election. We’ve rounded that final bend and are now in the home stretch to the midterms, and programmatic companies are like race horses chomping at their bits.
Budweiser is bringing a first-party data approach to its FIFA World Cup sponsorship, a sign of shifting priorities for many marketers. Budweiser’s recent focus on direct-to-consumer marketing is part of a broader effort to generate more first-party data to power its marketing, said Todd Allen, Budweiser’s global VP of marketing.
Roku became the second major CTV publisher to adopt Nielsen’s new ad deduplication tool for measuring its ads across linear and streaming video inventory, following YouTube this summer. The tool is designed to help programmers deduplicate audiences across linear and streaming by comparing reach across screens, Kim Gilberti, SVP of product management at Nielsen, told AdExchanger.
You can’t have supply path optimization (SPO) without supply chain transparency. The ads.txt version 1.1 update released in April added OWNERDOMAIN and MANAGERDOMAIN variables that allow publishers to label a site’s parent company and the intermediary that is selling a site’s ad inventory. The IAB Tech Lab’s Jill Wittkopp spoke to AdExchanger about how these supply chain transparency tools relate to the industry’s pursuit of SPO.
Forget the post-cookie future. For Dailymotion, user-based targeting is already a thing of the past. Hamza Kourimate, VP and global head of sales marketing and data solutions at Dailymotion, spoke to AdExchanger on how the video platform is using its first-party data trove to build a contextual framework for video.
Data clean rooms and regulation could be topics on The Big Story any week this year. But despite the tsunami of news coverage on both topics, each remains largely unknown or misunderstood.
Optable is latest company to partner with The Trade Desk via UID2. The integration is in closed beta and set to go live for all Optable customers in Q4. Like InfoSum, Amazon Web Services, Snowflake and Acxiom and Kinesso (both owned by IPG), Optable will be what’s known as a closed or private UID2 operator.
Roughly a year ago, Snowflake launched its Media Data Cloud, a suite of solutions built specifically to serve businesses with media and advertising needs. Fast forward 11 months, and Snowflake is spiking the football with a Data Cloud “world tour” to tout its offering.
Automotive marketers were among the first major advertisers for legacy television. Now, they’re ditching their age-old audience demos for first-party audience data like everyone else. General Motors is the first brand to adopt NBCUniversal’s first-party data platform, NBCUnified – but the integration is just one of many stops on GM’s first-party data road map.
Bill Michels knows programmatic data. For the past couple years, he’s led The Trade Desk’s entire product group. Now, he’s headed to Moloco, where he’s starting as general manager of the company’s retail media business unit.
The US data privacy landscape is chaotic. The future of the recently proposed American Data Privacy and Protection Act is now decidedly up in the air, and states are passing their own privacy laws in the absence of a federal one, which makes compliance complicated. Federal agencies like the FTC are also trying to fill the data privacy rulemaking void.
The FTC enforces truth in advertising laws with special attention to ads that claim particular benefits to a person’s health or their bank account. But the FTC can only bring so many cases to trial. Which is where the National Advertising Division comes in.
After a hiatus from ad tech, Brian O’Kelley is back with Scope3, a new startup to help ad tech companies reduce their carbon emissions. The cynical POV: He’s cleaning up the mess he helped make. It’s a fair criticism, O’Kelley says: “I take accountability for my role in this.”
