Paramount

To zero in on premium inventory, The Trade Desk is analyzing metadata signals about ad placements and pushing adoption of its alternative ID. It’s also betting the farm on CTV.

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

US judge rules generative AI has no fair use claim; Snap sets its sights on SMBs; MMM comes to CTV; and Disney introduces ads in live TV, even for paid users.

The Google Chrome team is getting closer to deciding on its cookie consent mechanism. And  Paramount resolves its four-month standoff with Nielsen, as the mechanics behind currency change forever.

Paramount and Nielsen have ended their measurement standoff. Plus, a new survey says digital ads now cost more and convert less.

When industry-initiative-turned-nonprofit Go Addressable first launched in 2021, one-to-one TV ad delivery was just a small portion of overall media buys. But according to new findings released by Go Addressable and Advertiser Perceptions on Wednesday, adoption of addressable TV advertising has increased significantly.

Is the marketing funnel as we know it officially dead? Variations of that eternal question were posed over and over again to panelists at Paramount Advertising’s Performance Now Summit in New York City on Tuesday.

The big trend in Q3 earnings this year was streaming growth, and Paramount was no exception according to Friday’s earnings call.

The “set-jetting” phenomenon means TV advertising and, more specifically, CTV advertising is a natural fit for travel brand Expedia promote its service.

Despite their dependence on Nielsen, programmers love complaining about the TV ratings titan. But Paramount Global recently went beyond griping when it announced its contract with Nielsen had lapsed.

Paramount is the latest entertainment studio headed for a showdown with Nielsen. Plus, Forbes seems to have been rebuked by Google Search.

Welcome to Week Three of the US vs. Google ad tech antitrust trial. Plus, ews publishers are turning to WhatsApp for traffic.

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.

On Monday, FreeWheel announced the integration of Proximic by Comscore’s contextual audience data directly into its ad management platform.

The broadcaster-backed joint industry committee certified iSpot as a national currency. The JIC already certified Nielsen’s other competitors – VideoAmp and ComScore – in April.

Woe is linear. Paramount is writing down its cable TV business by $6 billion and laying off 15% of its US workforce in advance of the Skydance merger.

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

With a multifaceted approach, companies can manage the risks while reaping the rewards of more consumer-conscious ad targeting strategies.

The Chrome Privacy Sandbox team is stuck within a Catch-22. Plus, why haven’t media buyers bought more into alternative currencies?

Paramount Global finally agreed to merge with Skydance Media, but it’s not out of the woods yet. Plus, is YouTube really worth $455 billion?

The average CTV platform now authorizes 30 SSPs to sell its inventory. And one of the most noticeable effects of increased SSP saturation in CTV has been higher costs due to SSP reselling.

What if the new storefront is a person sitting on their couch and scrolling their phone?

In today’s newsletter: The quantum entanglements of Google’s and Reddit’s contracts could come under scrutiny; Meta’s ad revenue growth is healthy, though its ad platform’s a mess; and TikTok’s developing AI-generated creators for advertising.

In today’s newsletter: Shoppable TV needs a better reason to exist; Disney+ will roll out password-sharing bans worldwide this summer; and “Bluey” is a huge hit, but Disney doesn’t make much from it.

The broadcaster-backed joint industry committee announced it will certify Comscore and VideoAmp as national TV currencies ahead of May’s upfront negotiations.

In today’s newsletter: Performance Max has many imitators, but Google’s still ahead of the pack; France’s competition authority fines Google for using news content to train its Bard AI model without their knowledge of consent; and Apollo Global Management offers to acquire Paramount Global for $11 billion.

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.

Total ad spend from deals transacted through Magnite’s platform topped $5 billion for the full year, representing nearly 20% YOY growth, while full-year CTV ad spend was also up 20%.

In today’s newsletter: Walled gardens are turning into an interconnected network of fortresses; Walmart eyes a Vizio acquisition; Dentsu stumbled in 2023.

In today’s newsletter: Uber, the New York Times and Roblox all have ads businesses, but in different flavors; Disney, Fox and Warner Bros. Discovery plan to launch a sports streaming service; and Amazon gets introspective in response to competition from Temu, Shein and TikTok.