Garrison Dua

✅🖥️ 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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Upfront Buyers Push For Lower CPMs; Is Meta’s Pivot To Video Finally Paying Off? | AdExchanger : A good read for the new trends for digital paid advertising and the variety of options to generate better consumer engagement. #SEM #SEO #PPC #socialmediamarketing #displayadvertising #nativeadvertising #emailmarketing #retargeting #GoogleAds #FacebookAds #InstagramAds #LinkedInAds #TwitterAds #YouTubeAds

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I just read a new article on AdExchanger discussing the latest in CTV ad sales technologies. The piece highlights that while current tools are adept at identifying issues like inconsistent campaign pacing or sudden budget spikes as they occur, there's an urgent need for these solutions to not only detect problems but also significantly boost revenue, enhance the viewer experience, and maintain balance in the ad tech marketplace. To push CTV advertising forward, we need algorithms that don't just monitor data in real-time but also actively adapt to changes in the market. These algorithms should prevent common issues like ad saturation and timing errors, making ad campaigns more effective. CTV strategies must focus on profitability and consider viewer satisfaction, minimizing disruptions. By shifting from a reactive to a proactive approach, we can foster a healthier, more fair advertising environment that benefits everyone involved in CTV advertising.

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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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Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging

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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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While cookies are phasing out, retail media is ramping up to provide alternative opportunities to reach target audiences. (84%) US marketers said they are more likely to invest in retail media. #firstpartydata #retailmedia #nonendemicadvertising #advertising #adplatforms https://lnkd.in/gANqzZ85

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How can ad agencies leverage #AI to enhance user engagement and loyalty? AI-driven tools allow ad agencies to automate tasks such as data analysis, content creation, and customer relationship management, boosting productivity and streamlining operations. In this article, Dave Otis, SVP of Independent US Agencies at Seedtag, discusses how agencies can use AI to create ad experiences that align with their audience's unique preferences. Learn more: https://lnkd.in/e3wQj7np #AdAgencies #GenAI #AdTechBlog #AudienceEngagement

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Excited to be at #Partnerships Experience (iPX) here in NYC, June 17-18, 2024! Let's connect if you're looking for Incremental sales or if you have high intent traffic for our demand partners. Discover how advertisers can -- Optimize your ad strategies for better engagement -- Unlock incremental revenue streams -- Elevate your brand’s online presence Comment below or DM me to learn more. #Impact2024 #AdTech #DigitalMarketing #Incremental Revenue Intango MANIFESTO by Intango Maor Feldman Eliana Goodman Yogev Sembira Or Malihi Gon Arie Jaffe

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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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I’ll be there! Come join us! #webinar #CivicScience #insights #data #trends #intelligence #marketresearch #mrx #consumerbehavior #advertising #consumerinsights #consumerintelligence

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✅🖥️ TVRev (Column; 6/7): “What do you need to do about it? If you are the ads sales group at a TV network, know that The Trade Desk is not going to be the first ad tech company to come for you. That many other ad tech companies are going to try and steal as much of your thunder as they can with the dual claims that programmatic is much more cost effective and that they are better positioned to give you an omnichannel ad buy. So be prepared with answers and brush up on your digital skills. Which, for many of you, are sorely lacking. If you are an ad agency, you’re going to actually have to figure out what “we’re video agnostic” means to you. Because right now it mostly means “we have TV teams and programmatic teams and every so often they talk to each other.” If it were my dollar, I’d make sure my TV and streaming teams were one and the same and make sure that those teams also took social and digital media into account when spending their clients’ money. If you are covering the industry, in any way, shape or form, you need to be careful about your definitions and how accurate they are. So when you see a stat about money “going away from TV to digital” you need to ask yourself, “What exactly do they consider ‘digital’ and what exactly do they consider 'TV' and do those definitions make sense and if not, why not?” ⬇️ #tv3 #streamingtv #ctvadvertising #upfronts #programmatic https://lnkd.in/eyfDyYU2

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No matter how great the underlying strategy is, ad creative has a major impact on the performance of CTV campaigns. That's why we're teaming up with experts from Innovid, Spaceback, and Sharethrough to discuss CTV creative best practices. Register for tomorrow’s webinar to get all the details: https://lnkd.in/gMgAt6St Can’t attend? No problem. We'll share the recording and additional resources for upping ROAS with all registrants. #conntectedtv #advertising #streamingmedia

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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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🌟 Exciting Developments in Digital Out-of-Home Advertising! 🌟 One of the most discussed topics at present in the OOH industry is certainly programmatic digital OOH (prDOOH). This is a real game-changer for advertisers looking to maximize their reach and impact across OOH 📈💡 Some great insight below from Jan V. our Head of Programmatic. #DigitalAdvertising #OOH #ProgrammaticAds #MarketingInnovation #AdvertisingTechnology

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#MOAT appears to be shutting down. Who do #Publishers turn to? Time to use LIQWID.com, and convert your inventory to 100% #Viewability, and finally sell on a vCPM! Let's move on from verification. Give #advertisers what they want! #adtech #NewspaperProfessionalsNetwork

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Celebrating Five Years of CTV Chaos 🚀 : We’ve officially hit the five-year mark, and let me tell you, flipping the script on #ConnectedTV advertising has been a wild ride. What started as two dreamers pacing around Bryant Park during lunch has blossomed into a powerhouse of 15 creative disruptors. We've taken the CTV world and turned it inside out, introducing ad formats that no one else had the guts to try. As we embark on our sixth year, the mission is clear: more innovation, more disruption, and a whole lot more fun. #OriginTurns5 #CTVRevolution https://lnkd.in/ekYJyG4U

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Yahoo Advertising's latest collaboration with Inspire Brands is redefining how TV advertising is executed with the Yahoo DSP. By consolidating CTV buys mostly with one platform, leveraging the power of PMPs, and utilizing advanced identity strategies, Inspire Brands is not only enhancing targeting and efficiency but also paving the way for the future of media buying. Want to learn more? Read more in AdExchanger: https://lnkd.in/ex3Rsia2

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The recently released IAB Digital Out of Home (DOOH) & In-Store Retail Media Playbook offers an in-depth look at how brands and retailers are collaborating to deliver an omnichannel consumer experience and implement closed-loop measurement. See the playbook to learn about: - Merchandising and In-Store Shopper Marketing - Consumer-Centric Strategies in Retail Media Advanced Measurement and Optimization - In-Store Venues and Zones Download the playbook now: https://bit.ly/3yZDH7O

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