UID2

To some degree, the digitization of TV marketing is inevitable. But there’s a limit to how much TV ad buying should digitize, according to Needham’s Laura Martin.

Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.

Smart TV makers are starting to adopt The Trade Desk’s UID 2.0. Plus: Podcast advertising revenue growth slows down.

Bonbon gives users rewards – such as discounts or chances to win merchandise – for setting up email registrations with publishers. Now The Trade Desk’s OpenPass will include that same rewards functionality.

Driver Studios, which has a COPPA-compliant ads business, is expanding its targeting to include more adults via a new partnership with privacy startup Qonsent.

If interoperability, scale and privacy are the goals, how can publishers build a data culture that sets them up for success?

Disney just took the next stop on its journey to automate as much of its ad sales as possible by the end of this year with the release of DRAX Direct, an expansion of its real-time ad exchange.

Cookie loss is happening, even if it doesn’t feel imminent, and there’s no point in procrastinating, according to Sisi Zhang, chief data and analytics officer at Publicis-owned Razorfish.

In today’s newsletter: Google PAIR snags a CTV partnership with NBCU; why Madison Avenue and Hollywood will never make their relationship official; and TV buyers explain why they aren’t all-in on alternative currencies just yet.

Third-party cookie deprecation creates an opportunity for publishers to increase inventory value, efficiency and partnerships in the open exchange. Here are some efficiency initiatives that should make your inventory more valuable to advertisers.