tvScientific

argue the Outcomes Era is already fading, writes Joe Zappa. But the evidence suggests the opposite. The Outcomes Era isn’t receding; it’s accelerating.

OpenX’s new API suite provides ad buyers with a more detailed view of the bidstream and, as a result, more accurate targeting.

CTV advertising platforms often try to sell small businesses on how closely the channel resembles the digital marketing avenues they’re used to working with, like paid social. For Wildgrain, a DTC subscription service for artisan breads and other grain-based foods, this argument proved to be very compelling.

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.

Talking about outcomes is practically a mandate, especially in the CTV space, where ad buyers and vendors alike are heavily invested in streaming television’s potential as a lower-funnel, performance-driving channel.

Temu’s US ad spend grinds to a halt; Publicis posts a strong Q1; and creative personalization tech is back in vogue.

Aperiam has a new approach to VC investing that now also involves a strategic consulting practice and matching startups in its portfolio with brands looking for programmatic solutions.

In today’s newsletter: Ad tech data can compromise Americans; Reddit has a hard road ahead revenue wise; CTV ad-buying startup tvScientific raises a funding round.

2023 was an eventful year in the land of TV ad measurement, from buy-side demand for performance-oriented CTV campaigns to the dramatic competition between alternative TV measurement providers.

The shift in ad spend from linear TV to CTV isn’t correlated to audience time spent. It’s because CTV offers entirely new possibilities to advertisers.