Is there a secret society of socialists within programmatic? Probably not. Plus, rumor has it that The Trade Desk is building its own smart TV OS.
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.
Roku could start running ads every time you pause a blu-ray. Plus, the kickbacks required to play in the retail media market might eventually shut out all but the biggest brands.
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.
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.
In today’s newsletter: What the surge in political ad spend on CTV looks like for the end user; Mars Wrigley tries to make gum stick online; and Google neglects Fitbit after mining it for data.
Roku unveils what it’s calling the Roku Exchange, a more direct path between Roku’s ad supply and programmatic demand.
In today’s newsletter: How changes in streaming ad inventory could impact upfront CPMs; video cracks 50% of engagement on Meta’s platform for the first time; and Apple is in talks to launch Apple TV+ in China.
What is Google’s true motive in launching the Chrome Privacy Sandbox? An optimist might give Google credit for not dropping the hammer like Apple did. But it’s hard not to be a little cynical about Google’s goals, according to Samantha Jacobson, chief strategy officer at The Trade Desk.
