Cindy Han

✅🖥️ 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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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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4A's Matt Kasindorf and Association of National Advertisers' Greg Wright weigh in on today’s client-agency relationships, why success is still so subjective and the growing need to establish clear definitions of value via Ad Age’s Ewan Larkin. #CostofthePitch2 #advertising #TSEclientwork Read the full piece below 👇: https://lnkd.in/e8VnaP9m

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The end of third-party cookies has been looming for some time, and Google's recent delay only postpones the inevitable. Ad tech leaders agree that our industry needs big changes, moving away from identity solutions that rely heavily on third-party cookies and traditional identifiers. The next wave of identity-based ad solutions needs to work for advertisers and consumers alike. The Trade Desk has long been preparing for this transition, working tirelessly to build solutions like Unified ID 2.0 - an open-source ID system that replaces cookies with encrypted email identifiers, enabling targeted advertising across platforms. This is about creating a better internet for everyone - consumers, advertisers, and publishers. Hear more views from adtech leaders via the link in comments.

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Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

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A final #canneslions takeaway recap to close out the week, focused on #media convergence, the 'unsocial' media networks, #retailmedia vs. #commerce, #womenssports and #ai Check out my thoughts on the Wpromote blog and let me know what you think!

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Instacart and NBCUniversal’s new partnership connects CPG with Streaming and has the potential to change retail. NBCUniversal and Instacart are broadening their existing collaboration to introduce a fresh retail media avenue, allowing Instacart’s CPG advertisers to interact with viewers through NBCU’s streaming and linear TV content. In late 2023, the two companies united to incorporate NBCU’s Peacock streaming platform into the Instacart+ membership package. Now, advertisers gain access to engage consumers through NBCUniversal’s content and analyze campaign effectiveness by leveraging ad exposure and purchase data from Instacart. Tim Castelli, VP of Global Advertising Sales at Instacart, highlighted the forthcoming capability for NBCUniversal advertisers to utilize Instacart’s first-party audience data to enrich their streaming campaigns and validate their impact through closed-loop measurement. This seamless integration presents a mutually beneficial scenario for consumers and brands alike, enabling viewers to encounter a CPG ad on streaming platforms and have the product delivered within an hour via Instacart. The rollout of this offering is slated for Q2 on the streaming service, with plans to extend to linear programming. With this collaboration, CPG brands can engage with the next wave of grocery shoppers in an immersive setting. This initiative aligns with a broader trend among established retail media players such as Instacart, aiming to integrate their first-party shopper data into third-party advertising environments. https://lnkd.in/g9rcxrVJ #digitalmarketing #retail #firstpartydata #CPG #advertising #OTT

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New Insights on Gen Alpha to help brands prepare.

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“The industry’s North Star of reaching the right person at the right time with the right message has always been a seductive fallacy. It requires us to turn a blind eye to innate human psychology and how consumers actually make purchase decisions. This pursuit has led us to prioritize technological capability over consumer reality, ignoring the complex and often irrational nature of human decision-making.” Absolutely spot on and prescient as we sit on the precipice of AI. Human behavior and psychology are maddeningly complex and unpredictable. While we invent new ways to quantify it (cookies, LLMs, propensity scoring) it will continue to surprise us and keep us guessing. That’s why marketing is a dynamic and exciting career to jump into and what keeps me coming back again and again.

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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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The IAB Predicts Social Video Will Overtake CTV This Year. Social video “is taking more of a lead over CTV” because it provides better campaign reporting based on an advertiser’s preferred business outcomes, a capability that CTV lacks in comparison. Marketers are under pressure to justify their investments by connecting their ads to results, which is why they’re raising investments in social video more than CTV this year. But in my experience while attribution remains the king, we need to think about incrementality. https://lnkd.in/dYze9K-3

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✅🖥️ NextTV (7/9): “The pause ad format has proved popular on streaming services such as Hulu, Peacock, Roku and Amazon Prime Video. Dish Media said that pause ads give advertisers an opportunity to engage with audiences in a clutter-free environment with 100% share of voice. Pause ads appear 10 seconds after a viewer-initiated pause and disappear when content is resumed, ensuring a seamless and non-intrusive viewing experience. Sling TV's version of the pause ads gives advertisers the flexibility to use video content or static graphics in their creative executions. Advertisers can also insert a QR code, making it easy for viewers to access more information or buy the product.” ⬇️ #streamingtv #adtech #ott #ictv #cordcutting #upfronts #advertising https://lnkd.in/em9zkDkj

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With Netflix launching its own ad tech, the landscape of digital advertising is set for a seismic shift. Netflix's recent launch of its own ad tech platform marks a pivotal moment in the evolution of digital advertising, particularly within the realm of CTV advertising. With a rapidly expanding ad-supported viewership now reaching 40mn monthly active users worldwide, Netflix emerges as a formidable advertising platform offering access to a highly engaged audience. This strategic move underscores Netflix's dedication to improving the advertising experience, providing advertisers with enhanced control and transparency. Additionally, Netflix's expansion into live events and sports programming aims to further drive engagement, offering advertisers real-time connection opportunities. These initiatives solidify Netflix's position as a major player in CTV advertising, promising impactful results for advertisers. In future, Netflix opening up to more DSPs will make traditional TV broadcasters lean into programmatic quicker. Exciting times ahead! #CTVAdvertising #adTech #Programmatic

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Programmatic buying channels have significantly accelerated their growth, increasing by 33% in Q1 compared to a 12% rise in direct-sold insertion orders according to Guideline newest data. Within programmatic channels, advertisers boosted their spending by 19% on Open Exchanges compared to Q1 '23. Moreover, there was a 52% increase in Premium Programmatic budgets, with Private Marketplaces (PMP) growing faster than Programmatic Guaranteed (PG) deals. Advertisers continue to shift dollars from open exchanges and into premium programmatic deals in search of top-quality inventory, better targeting options, and safe environments for their brands Read more about it by the link here: https://lnkd.in/eustVw8B

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Netflix streaming was one of Amazon Web Services (AWS) early success stories and proofs of concept (I'll drop a link in the comments). "Amy Reinhard, the company’s president of advertising, was clear: Netflix will roll out a proprietary ad tech platform by next year." Could Netflix in-house #adtech be the next Netflix <> AWS collab? There's history there and this could be a major win for proving the value of AWS for Advertising out in the wild... #adtech + #cloud = 🔥

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As marketing accountability rises, companies are increasingly adopting Marketing Mix Modeling (MMM) solutions to assess the effectiveness of their marketing spend. At the same time, various digital publishers are developing open-source MMM capabilities to support marketing measurement. This article sheds light on Open-Source MMM and Internalization, emphasizing essential factors for a successful MMM initiative. https://lnkd.in/emMKjJ5K

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✅⬇️ AdExchanger (5/24): “To some degree, the digitization of TV marketing is inevitable. Wall Street investors prefer advertising and media companies with the most promising long-term profitability. One way to get there is for streaming companies to access shopper data and strike partnerships with retailers to court advertisers with the promise of performance and attribution. Publishers want to relabel connected TV as a performance channel, (an analyst) said. But if that happens, she continued, “CTV will lose its cred” among buyers and brands as a viable replacement for legacy linear commercials. Say what you will about linear, but it’s a mass reach vehicle. And if CTV doesn’t provide the same reach opportunity, Wall Street may cool on public companies with a CTV advertising business, (the analyst) said. The reality is, upper-funnel channels, like streaming, have a strong downstream impact on outcomes even if they don’t directly drive a purchase. For example, CTV’s ability to drive mass reach and brand awareness is why more retail media spend is moving to streaming, said Max Willens, a senior analyst at eMarketer, also speaking at Programmatic I/O this week. According to eMarketer, the proportion of retail media spend going to CTV should grow from 12% this year to 20% by the end of 2027.” ⬇️ #shoppabletv #streamingtv #programamtic #ctv https://lnkd.in/eu7AbtTU

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Check out Oracle Advertising's trends and #targeting tips to ensure your #MothersDay campaign is coming up roses. https://lnkd.in/gCmB4tes

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Our VP of Commerce Media, Eric Brackmann, recently spoke with eMarketer’s Sarah Marzano to break down the state of non-endemic advertising and discuss the challenges and opportunities as the retail media landscape shifts. The fast growth of commerce media will drive more opportunities for non-endemic advertising. As players outside of retail, like travel and financial services, increasingly leverage their first-party data to launch commerce networks of their own, non-endemic advertisers are a natural fit. Read more ⬇️ link in comments ⬇️ #retailmedia #commercemedia

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