Pooja Midha

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

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If you missed it, check out The Drum's recap and video of Lotame's session on bridging the addressability gap. Thank you again Kendra Barnett for the chat! #addressability #audiencetargeting #identity #cookieless #walledgardens #customerattention #firstpartydata #curation #enrichment #advertising

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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

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Great Article Evan!! Great to highlight the power of Spectrum Reach!!!!

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✅🖥️ 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

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✅🖥️ AdExchanger (6/28): “AdExchanger: What about digital-native brands that want to treat streaming TV like a performance marketing channel? Gartner: Competent performance marketers are starting to embrace streaming, including using it to compare incrementality with the rest of their buys. Their dollars are helping contribute to the maturation of the market. At the same time, there’s a big difference between CTV and over-the-top (OTT). Because OTT encompasses devices other than television sets, like phones and desktops, there’s more signal and attribution there that’ll attract direct response advertisers. People still don’t interrupt their TV viewing sessions very often to go and buy things, but when they do, it’s much more likely to happen on a personal device, not a TV screen. AdExchanger: What streaming trends will dominate for the remainder of the year? Gartner: The digital-native platforms are taking control of connected TV – and it’s not just the new entrants to ad-supported streaming, like Netflix and Prime Video. YouTube’s grip continues to tighten on the CTV market. TV programmers and digital platforms will continue to compete for streaming ad dollars by trying to differentiate themselves. Ad load is an especially big question streamers are trying to tackle right now.” ⬇️ #streaming #ctv #ott #upfronts #avod #fast

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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

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Busy week in the industry ahead of Cannes 🇫🇷 Roku Exchange will provide more signals advertisers want. The line between programmatic and direct buys is getting blurrier. 📺 Go Louqman Parampath! Oracle is shutting down its ads business. If you’re not 100% in the media business, the rapid changes in the privacy world pose too great of a risk. ❌ Seedtag acquires Beachfront! Contextual signals are super important for CTV, not just environments that rely on cookies. 🌐 LiveRamp RampID is now integrated into Nielsen ONE! Comprehensive measurement requires interoperability. 📊 Experian launches an onboarding business. If anyone can shake up the onboarding business its Experian! 💼 Shout out to old colleagues Kimberly Gilberti Adam Kobus ❤️ Albertsons Media Collective TV Launch. Another RMN expands to CTV where higher CPMs and additional inventory are a catapult for growth.  🚀 And this is only a snapshot of the news 🤯

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More than just media.

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✅🖥️ CNBC (6/26): “YouTube made up 9.7% of all viewership on connected and traditional TVs in the U.S. in May — the largest share of TV for a streaming platform ever reported by Nielsen’s monthly “The Gauge” report. Netflix ranked second, claiming 7.6% of viewership. Among streamers only, YouTube’s total viewership was close to 25% market share. “We’re not talking about your mobile phone, your laptop, that I’m sure you see your kids using all the time, but on the biggest screen in the house, the TV,” said LightShed media analyst Rich Greenfield. “Every [media] executive has to be paying attention.” But media companies such as Netflix, Disney and Warner Bros. Discovery aren’t sure whether YouTube is friend or foe. Some media executives see YouTube as a companion platform to subscription streaming services and cable TV — an unwieldy behemoth of non-narrative, creator-led content with a social media slant that doesn’t really fit the New York-Hollywood nexus of professional media. Others — even at times the same executives — view YouTube as an existential threat to the entertainment industry, stealing viewership from subscription streaming services and, with it, the cultural center of American youth. Those competing truths have led media and entertainment companies to concoct a wide array of strategies to combat the growing threat.” ⬇️ #streamingtv #ott #ctvadvertising #avod #mobile #smarttv

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How often do you leverage old-school approaches like direct buying, contextual advertising, and brand lift studies? See why legacy strategies like these are making a comeback as advertisers adapt to signal loss 👇 #DigitalAdvertising #Adtech

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A welcome reminder on the limitations of programmatic advertising despite its incredibly widespread use. The lack of transparency regarding where ads are displayed and the quality of placements remains a significant issue. Also, programmatic platforms may not always ensure brand safety, with ads appearing alongside inappropriate or harmful content. On top of that, relying solely on programmatic channels can limit the control advertisers have over ad placements and targeting parameters. And this is before we get to the demise of the 3rd party cookie. Interesting article to read and not surprised Bloomberg switched to a clean, direct-sold model. #DigitalAdvertising #Programmatic #Monetisation #OnlineAdvertising

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With more and more retailers developing their own advertising ecosystems, how should brands and agencies decide which retail media networks to invest in? My Skai colleague Nich Weinheimer recently outlined the key considerations to Street Fight: 🥅 Alignment with business goals and sell-through on the given channel 🎯 Assurance that the RMN's audience aligns with your target buyer group 🏹 Understanding of all of the targeting options that the RMN provides 🛒 Availability of multiple ad formats to leverage and test 🔍 Transparency into how the RMN measures performance For a deep dive into each of these, see the article link below in the comments. 👇

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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

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💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

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🚨BREAKING: Netflix announced plans to launch its own Ad Tech. What does this mean for the industry? 📺 Increased Competition Netflix's entry into Ad Tech brings a major new competitor, likely intensifying competition with Google, Facebook, Amazon, and other Ad Tech companies. 📺 Innovation and New Standards Known for its tech prowess, Netflix could drive innovation in ad targeting, measurement, and user engagement, pushing others to improve their offerings. 📺 Data and Privacy Implications With access to extensive user data, Netflix could set new benchmarks for personalized advertising. However, this also raises concerns about data privacy and user consent. 📺 Impact on Content Creators and Media Companies Netflix's platform may offer new monetization opportunities for content creators through ad-supported content, potentially changing the content landscape. 📺 Consumer Experience and Acceptance The success of Netflix's ad-supported plan shows consumers are willing to accept ads for lower subscription costs. This might lead other streaming services to adopt similar models. 📺 Strategic Partnerships and Acquisitions Netflix might seek partnerships or acquire smaller Ad Tech firms to enhance its capabilities, sparking a wave of mergers and acquisitions in the industry. 📺 Market Expansion and Global Reach Netflix's global presence could accelerate digital advertising in emerging markets, offering advertisers new opportunities to reach diverse audiences. What do you think? Are you excited or sceptical about Netflix’s move? Read the news here: https://lnkd.in/du9CxeVq #CTV #Netflix #Programmatic #AdTech

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HAVE YOU CONSIDERED ROKU FOR MARKETING? With so many option it can be confusing about what is the best strategy. I can help you. If you would like to expand your brand while reaching your target audience, you need to advertise on Roku. Let’s talk. #marketing #ROKU #advertising #consultant

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🚨Advertisers still underinvesting in the US Hispanic Markets 🚨 My colleague Michael Roca’s latest article in ADWEEK reveals some startling insights about the persistent underinvestment in the Hispanic audience. Despite the 'Latin Boom' of the late 90s, media spend on Hispanic audiences has only increased from 3% to 4% over a quarter century. Given that Hispanics represent nearly 20% of the U.S. population and wield $3.2 trillion in annual buying power, this is a missed opportunity that brands can't afford to ignore. As we approach the 2024 upfronts, it's time to rethink our strategies and ensure that Hispanic spend becomes integral, not ancillary, to our growth plans. Key Takeaways: 1. **Hispanic Population Growth**: From 31 million in 1999 to 63 million today. 2. **Economic Clout**: Hispanic buying power would rank fifth in the world if they were a country. 3. **Data Challenges**: Accurate representation in data sets is critical for effective targeting. 4. **Language Nuances**: Ensuring Spanish-language consumption is accurately captured is vital. Let's future-proof our brands by authentically connecting with this powerful consumer base. Read the full article for more insights and strategies in the link below. #HispanicMarketing #MediaSpend #InclusiveMarketing #AdTech #DataDrivenMarketing #2024Upfronts

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Ted Sarandos was interviewed by The New York Times on The Daily a few days after my conversation with ADWEEK (haters will say it's a coincidence) and what I took away from that episode very much reinforced the influence it seems Netflix has over streaming video's past, present, and future. Opening up buying options via The Trade Desk, Magnite, and Google’s DV360 is a meaningful step toward parity when it comes to campaign management alongside other media, and their commitment to custom ad tech and serving should propel them in this next chapter of streaming. They're giving themselves the ability to define how, where, and to whom ads are shown…at a time when most Netflix users don't see them at all (yet). Could they take this opportunity to dream up ad formats that provide a truly novel experience for viewers and lure more folks over to that tier? Might that redefine what TV advertising looks like at large? Seems like a tall order in a world of fairly established television ads but if they've proven anything as a once DVD-by-mail company, it's their ability to innovate.

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