Erica Bourdens

It’s upfronts week, with many of the big TV networks, from NBCUniversal, to Fox to Disney, and Warner Bros. Discovery hosting their annual presentations. Streaming giants Netflix and Amazon are also joining the festivities.   Measurement is emerging as an important part of this upfronts season, as advertisers are searching for more than just scale — they want to tie measurement and attribution data back to business results — meaning there is a bigger focus on the full loop from reach to conversion. Add in all the jockeying to be the dominant measurement currency and there’s a lot to talk about - with perhaps nothing more foundational than #identityresolution (especially for the connected household). It was a pleasure to join Chris Brooklier from The Trade Desk to talk about all of these things--and how Blockgraph is playing the important role of "data draino" unclogging the pipes of addressable television (credit Jonathan Heller). #householdidentity #measurement #attribution #signalloss #connectedTV #privacy

20

3 Comments

Announcing our commitment to enabling clients to buy Roku #CTV inventory the way they want with all the necessary signals and data

25

Announcing Aperiam's Latest Investment: Gigi! 🍒 Aperiam continues to make strategic bets in commerce media and CTV, the fastest-growing segments of digital advertising. With Amazon Ads being the largest commerce media channel AND the fastest-growing Streaming TV ad platform, we are excited to introduce our latest investment: Gigi. Why Gigi? 1) The product. Gigi’s unique ability to integrate a brand's first-party commerce data with Amazon's data for audience enrichment and deterministic omnichannel measurement sets it apart. This powerful combination enables brands and agencies to buy and measure Amazon Streaming TV ads more effectively. 2) The team. The founders behind Gigi consists of experienced commerce media executives - led by cofounder and CEO, Adam Epstein - who have a bold vision for the future of Streaming TV, commerce media, and data collaboration and a history of success in commerce media. Their expertise ensures that Gigi is at the forefront of innovation in this space. We believe Gigi’s capabilities and the vision of its team will drive significant advancements in how brands leverage data to enhance their advertising strategies on Amazon’s platform. Check out Gigi here: https://gigico.tv/ cc: James Borow Joe Zawadzki Danilo Tauro, PhD

140

7 Comments

✅🖥️ AdExchanger (6/3): “Seedtag was mainly attracted to Beachfront’s SSP direct integrations with TV and streaming publishers, which is something that Seedtag doesn’t have much of. These publishers will attract new demand and more scale for Seedtag’s contextual ad products. Seedtag entered the US market in 2022. But it wasn’t until earlier this year that it launched its first CTV-focused contextual ad product that allows advertisers to apply contextual targeting signals to their streaming buys. More advertisers are now looking for addressable alternatives in light of signal loss and privacy concerns, which, in turn, is driving more interest in streaming ad products. Hence Seedtag’s decision to buy rather than build in order to capture that growing demand. Beachfront operates both a video-focused supply-side platform and ad server.” ⬇️ #streamingtv #ssp #dsp #ctvadvertising #spo https://lnkd.in/evvUE4hY

7

I still believe the best way to buy all media, when possible, is programmatically to enable decisioning. However, the current setup isn't efficient and frankly kinda sucks when it comes to TV. Between fraud and unnecessary middlemen that don't add value, we need a change. (Yes, Goodway Group is already on its way to a huge CTV buying overhaul that will deliver 30-40% more CTV value for brands shortly!)

41

1 Comment

iNews achieved revenue growth using Piano’s Ad Revenue Insights and dynamic paywall. They saw a 9% increase in paywall revenue and 28% more ad impressions per pageview. By unifying their ad and subscription teams and leveraging real-time data, iNews enhanced their total revenue strategy effectively. Learn more about their success story: https://lnkd.in/exdfPDba #TotalRevenueOptimization #DigitalStrategy #AdRevenue #Subscriptions

25

1 Comment

I enjoyed speaking to Dan Meier from VideoWeek about the new Publica by IAS CTV white paper, explaining how TV OEMs, AVOD & FAST services can build more intelligent ad breaks, and grow their advertising revenues. Link to download the CTV white paper in the comments below... 👇 #CTV #AdServing #SSAI #AVOD #FAST #Streaming #Programmatic

54

3 Comments

In today's fragmented media environment, getting consumers attention can be a challenge. At Zynga, we cut through the noise by putting your brand in front of deeply engaged players. Unlike fleeting social media ads, Zynga offers non-skippable ads that guarantee your message gets seen and heard. Mobile Games mimic traditional media environments with organic commercial breaks, akin to CTV. Thanks to Digiday for the insightful analysis: As video investment increases, mobile in-game video ads are on the rise.

39

3 Comments

According to Sports Audio Report from SiriusXM Media GroupM and Edison Research, sports fans spend over two hours more than the average American spends listening to audio! See report below!

3

We're thrilled to share how Wurl has become AppLovin's secret weapon in CTV! Our CEO Ron Gutman recently spoke with Michael Shields at Marketecture Media about how Wurl's acquisition has supercharged performance marketing capabilities, enabling advertisers to target CTV audiences with incredible precision. A big thank you to Marketecture Media for hosting this insightful interview. Don't miss it for a deep dive into our expanded reach and innovative strategies!  You can find the the link here: https://lnkd.in/gEfpUU5X #CTV #Advertising #PerformanceMarketing #AppLovin #Wurl #Marketecture

63

2 Comments

New changes ahead for Apple with #iOS18! The Mail App is set to pre-sort advertising akin to #Gmail. While not catastrophic, this shift will significantly reduce newsletter visibility. Header previews will be auto-generated, lessening control over initial impressions. This underscores the need for compelling language throughout the newsletter. For many of our clients at Labelium, iOS drives the bulk of Newsletter Transactions, surpassing Windows, macOS, and Android. Although some use alternative Mail apps, a substantial portion will feel the impact. #emailmarketing #digitalmarketing #newslettermarketing #macos #newletters

18

In this new CTV explainer, I take a closer look at SPO. As streaming audiences continue to lean into AVOD and FAST services, the volume of addressable CTV inventory will continue to grow. This growth takes place at a time when SSPs are looking to build buy side capabilities, and DSPs sell side offerings. This means those on the buy side will be able to buy CTV through a number of programmatic routes offered by DSPs, SSPs and Ad Servers, making it much easier for ad buyers to get their ads onto the biggest screen in the household, but first, they need to understand their buying paths. #CTV #Streaming #AVOD #FAST #Programmatic #AdTech

199

34 Comments

Two huge Ad Tech stories this week 1) Roku Exchange debuts, granting ad buyers programmatic access to Roku's inventory and audiences, boasting tie-ups with DSPs The Trade Desk, DV360, Yahoo and SSP Magnite... This is big as they have their own DSP, OneView (having acquired Dataxu in 2019), but seems they are following the trend (like we did at KPM) of making closer connections with the most popular DSPs rather than trying to swim upstream https://lnkd.in/ecWTGtC5 And in another example of ad tech acquisitions not totally panning out 2) Oracle quietly shut down its ad business, announcing it during their quarterly earnings call yesterday. Oracle had built this robust business over the last decade+ by acquiring a slew of ad tech cos. like BlueKai, Datalogix, Moat, Grapeshot, AddThis and Crosswise, each costing 100s of millions or even billions of dollars. To me, this is not as much about poor investment, but rather the ramifications of privacy regulations on data and advertising technology built on 3rd party data. https://lnkd.in/eFHBZtf2 What are your reactions to these (and other) stories this week in advertising?

29

2 Comments

In Q1 2024 cookie alternative SOV grew by 3X for Retail and Finance advertisers year-over-year (YOY), while publishers grew their cookieless revenue SOV by 18% quarter-over-quarter (QOQ) in Q1 2024.

1

Streaming is surpassing cable, and it's likely due to the control that viewers have over what they watch and when (along with other factors). I know I sure do subscribe to quite a few services which gets expensive. IAB CEO David Cohen told Axios, "I think that there's a lot to be said for the power of the bundle. Consumers are not going to subscribe to seven or eight things, they simply can't afford that." We have to start adding layers. Investing in streaming isn't enough — we also need to add bundles that make financial sense to consumers who are now faced with the task of choosing which services they can afford. #IAB #Streaming #Bundles #StreamingServices

32

10 Comments

Wow, this is great to see from the Roku team who want to bring increased transparency to programmatic CTV ad buys. 👏 With the Roku Exchange, programmatic buyers can access the same data as direct buyers, Louqman Parampath told AdExchanger, such as the length of ad breaks and when those breaks happen within a particular stream. Programmatic buyers also get more metadata about networks and channels, including genre. More here from Alyssa Boyle. #CTV #AVOD #FAST #Streaming #Programmatic #AdTech

116

1 Comment

Instacart earns MRC accreditation for the grocery tech company’s impression, click and viewability metrics across several ad formats, as retail media competition heats up. the Media Rating Council (MRC) has granted accreditation for the #grocery tech company’s impression, click and viewability metrics across Sponsored Product, Display, Shoppable Display and Shoppable Video ad formats in both the U.S. and Canada. Instacart’s MRC accreditation could give its #retailmedia offering a leg up as advertisers look for clarity and consistency for their ad spend in the rapidly growing channel. Instacart has looked to offer advertisers full-funnel ad options, with top-of-funnel discovery ad products including Shoppable Display and Shoppable Video ads using rich media to drive conversion while Sponsored Product ads help brands to maximize sales and category share. Previously, Instacart partnered with third-party verification providers DoubleVerify and Integral Ad Science around viewability and invalid traffic measurement. The company has also looked to scale its retail media offerings through deals with Google Shopping ads and artificial intelligence-powered smart carts. #advertising #retailmedia

111

24 Comments

So inspiring to see the growth of women's sports! According to a recent report, one in three sports fans follow a women's sports team or female athlete. And it's not just any fans, but Gen Z and millennial sports fans, as well as diverse audiences, who are driving this growth. The report also shows that 29% of sports fans are following women's sports more now than they were five years ago. Congratulations to all the amazing athletes, including Caitlin, Cameron, Kamilla, and those who turned pro this week, on their journey to making a living doing what they love. #WomensSports #SportsFans #Athletes #DiversityAndInclusion #SiriusXM #streaming #audioadvertising #audioads #advertisingindustry #datadrivenmarketing #audienceengagement #marketingstrategy

28

✅🖥️ DIGIDAY (6/14): “Digiday understands the DSP’s marketplace quality team disagrees with Yahoo’s approach to labeling in-stream ad inventory; rather, they interpret its definition as more akin to “accompanying content”–ad inventory that is less desirable for media buyers–under the latest guidelines. Meanwhile, execs on the opposite side of the negotiating table maintain that The Trade Desk’s interpretation of the latest standards is overly restrictive, despite this delta, both parties’ expressed an ongoing desire to reach an agreement. The industry’s largest independent demand-side platform began notifying media buying teams of such concerns and stating that it would cut open marketplace access to Yahoo’s video inventory if the issue were not resolved by June 17. Furthermore, if the dispute runs beyond the initial deadline, it will further disable access to all of Yahoo’s video inventory, including via private marketplace deals, on July 1, according to emails reviewed and verified by Digiday.” ⬇️ #streamingtv #newfronts #ctvadvertising #dsp #canneslions #upfronts https://lnkd.in/evX3h3az

4