Social CPMs have risen. The ability to find incremental audiences on social platforms has declined. Add the growing brand-safety concerns, and the equation looks even worse.
GAM’s dinner with ad agencies sparked speculation that Google is preparing to spin off its bundled SSP and ad server as a remedy to its ad tech monopoly. But Google says it’s just part of the trend of SSPs going direct to buyers.
The SSP is betting on the DOJ’s antitrust remedies, plus closer relationships with agencies, DSPs and mid-sized advertisers, to help it eat some of Google’s lunch.
CleanTap, an ad tech startup launched by the founder of Method Media Intelligence, wants to separate the wheat from the chaff in CTV by serving as a curation layer between DSPs and SSPs.
The return of in-banner video has resulted in a deluge of cheap video supply flooding the open web, driving down CPM rates for dedicated video inventory and creating user experience and ad quality concerns.
CTV advertisers have carried over one-to-one programmatic logic from display and online video into a channel that behaves nothing like them. We need to stop chasing CTV impressions and start chasing impact.
YouTube is winning the CTV race by not just focusing on TV; ads threaten the gen AI user experience; and sports still brings brands incremental reach.
PubMatic’s new AI curation features are helping it forge closer relationships with ad agencies like GroupM that are ramping up their use of AI.
While advertisers’ interest in gaming may be growing, their spending commitments seem stuck on pause, judging by Tuesday’s IAB PlayFronts event.
Warner Bros. Discovery officially launched OpenPath last week, with the goal of driving demand for its news sites’ display inventory. But for now, CTV is not part of the integration.
