Almost a decade ago, running multiple retargeters across the same user base was a recipe for inefficiency. But the landscape shifted, and the data makes that clear.
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?
ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.
In today’s newsletter: Mobile and email providers face political blowback if they enforce ad policies; a new analytics startup sets its sights on Amazon attribution; and CFOs and CMOs are more aligned than you might think.
The TV market’s vanishing impression problem is even more concerning than the numbers indicate. But maybe a little impression scarcity is a good thing.
In today’s newsletter: Viant sees double-digit CTV growth powered largely by direct deals; Target launches a new paid membership program; YouTube makes a bid to compete with TikTok on video editing.
Viewers might want to watch trashy shows from time to time, but they certainly don’t want to watch trashy ads. For the solution to what ails CTV, the industry could turn to another rapidly growing marketing favorite: retail media.
MAGNA and Roku released a joint study to give buyers some advice about how to approach frequency capping in streaming – including when to dial it down and when to turn it up.
Historically, there’s been no easy way to do all that at the account level in a DSP because a DSP’s main reason for being is to find the lowest-cost media and audiences possible for its advertisers.
Likes and followers are not without merit, but engagement is not directly causal of sales rates. What should marketers consider instead?
