Seth Bardelas

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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📹 Amazon is Shaking Up the Streaming Advertising Market! 📺 In January, Amazon made a bold move by making all Prime Video subscriptions ad-supported by default. Just six months in, the impact is clear and brands need to pay close attention to how this will further change the advertising landscape: 🔸 Subscription Changes: Prime Video now defaults to ad-supported at $14.99/month for Prime members and $8.99/month for non-Prime members. Want ad-free? It’s an extra $3/month. 🔸 Market Impact: Amazon joins Netflix and Disney in offering ad-supported tiers, leading to an oversupply in the ad marketplace and therefore companies like Disney are now working harder to attract advertisers. 🔸 Ad Market Dynamics: Prime Video could add over 50 billion impressions to the connected TV (CTV) market this year. Amazon's aggressive pricing strategy is pushing down ad costs, with CPM rates between $30 and $35 which is causing competitors, like Netflix, to lower their CPM rates to stay competitive. 🔸 Competitive Edge: Amazon’s extensive audience reach and customer data from Prime gives it a significant advantage! They can integrate their search advertising with Prime Video, enhancing content monetization and lowering ad prices. 🔸 Market Trends: More consumers are opting for cheaper ad-supported streaming plans. MoffettNathanson predicts a 33% growth in advertising video on demand this year. 🔸 Industry Adaptation: Amazon's approach is pushing the industry to focuse more on market share over high ad prices. SO... What are some things you should be thinking about for YOUR brand? 🔹 Commitment to a proper investment and appropriate flight length 🔹 Plan for ample amounts of video development and to A/B test 🔹 Leverage your data to create tailored targeting 🔹 Take advantage of competitive pricing NOW - test early & often 🔹 Look for the halo effect and take advantage of retargeting 🔹 Up your influencer marketing game - it can boost your credibility, especially with young shoppers 🚀 Exciting times ahead for streaming and advertising! We're following them closely here at The Topo Agency, so if you looking to learn more follow along, reach out to me or someone from my team and as always head over to our website at www.thetopoagency.com to learn more about service offerings! #Streaming #Advertising #Amazon #PrimeVideo #Marketing #TechTrends

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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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"The most important thing is direct connections, because in live, milliseconds matter." — FreeWheel GM Mark McKee sat down with Beet.TV at hashtag#CannesLions2024 to discuss our new programmatic suite geared toward live delivery. Watch the full interview: https://bit.ly/4cOnQrX Download FreeWheel's new report focused on the latest live TV trends in the streaming environment, and how to capture audiences in the moment: https://bit.ly/3y1pxCV #EffectvEmp

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I had a fab time at the AdTech Economic Forum as we brought together some of the best minds from advertising and finance to share valuable insights and best practices. Big shout out to Michael Farmer and Sabrina Traskos for chatting it up with me on stage about the economics of creative. As we discussed, the creative renaissance really is about creative intelligence and data that is driven by more robust, AI-empowered media planning. I also want to put the spotlight on some of the other leaders at yesterday’s event! Sir Martin Sorrell, Founder & Executive Chairman of S4 Capital Group, shared that personalization at scale is one of the biggest opportunities for generative AI when it comes to creative. Brian Wieser, CFA, Principal at Madison and Wall, expressed that the minority of brands that are proactive about investing in better creative will actually find greater success during economic uncertainty. Finally, Rishad Tobaccowala put it best: “It’s not about the pipes, it’s about the poetry!” How brilliant! All this is to say, we need to get the right, personalized creative in front of the right audience at the right time to drive the right outcome. And please let’s reduce the waste!! #AdTechEconomicForum #Advertising #XRExtremeReach #AI #MediaPlanning #GenAI XR Extreme Reach

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The question from the IAB was "in 2025 what's going to tip the scales on viewership from majority linear to majority streaming?" My answer: SPORTS. It probably already has, without a true universal currency who really knows. But I can say the evidence was strong in that there was a waiting list of +100 brands and agencies for our Women's Sports NewFront. Thank you to the IAB and ADWEEK for caring about our perspective on the future of fandom and value of women's sports. https://lnkd.in/euZNcXdP #upfronts #newfronts #womenssports #sportsdata #streaming

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Has anyone ever sized the market opportunity the measurement/verification/attribution/optimization companies are fighting for a share of? Are long-term projections tethered to assumptions using math like we expect X share of a market sized Y, yielding revenue Z, margins A = valuation B? I suspect the pie is finite and not going to grow enormously, so in the end there is only room for a handful of players. And someone is going to have to lose significant share for even that to work. Especially as long as the sell side is paying most of the freight (directly and indirectly).

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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!)

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Practices like these do so much more harm to the open-web ecosystem than they do good for the few bad actors who, for a quick buck, poison their brands, blow years of hard-earned trust with their audience, and give "premium" a bad name. This is a tough time for open-web publishers. Search and social referrals are in the toilet and media buyers are moving spend to data-rich walled gardens. Adding subpar inventory exacerbates the problem, eroding trust and driving away both audiences and advertisers. After a quick cash injection, the temporary high will fade quickly. For what its worth, at TRUSTX, we've dedicated the last seven years (Happy Anniversary this Saturday!) to building a safe haven for high-performant premium programmatic inventory. Case study after case study proves that our publishers make more when they deliver brands the quality inventory and engaged audiences they want. Our job is to make it easy for brands to buy what they want to buy. My colleagues and I are doing everything we can to keep this crap out of our market. But even we don't know how we'd find this garbage if one of our publishers decided to give it a whirl. We're doing the best we can. If anyone sees MFA coming through TRUSTX, please reach out to us. We'll drop it in a heartbeat. Revenue or not, here we come.

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3 new interactive and shoppable ad formats for Prime Video that are taking cues from Social and other streaming platforms - Shoppable Carousels, Interactive Pause and Brand Trivia Ads. I have personally been watching more Prime Video as of late and can't wait to see more of my favorite advertisers there! 😀 #AmazonAds #StreamingAds #VideoMarketing #PrimeVideo #DigitalAdvertising #Innovation #EcommerceAds

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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

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“Across different niches, from B2C to B2B, we've seen a decline in new subscriber conversions ranging from 5% to 30%.”- Robert Skrob Read more 👉 https://lttr.ai/AUsec #subscription #recurringrevenue #subscriptioneconomy #subscriptionmodel #subscriptionbusiness #membership #subscriptionservice #b2b #b2c

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✅🖥️ DIGIDAY (6/27): “NBCU and Warner Bros. Discovery (WBD) are making inventory on the Peacock streaming platform and the Eurosport website and supporting apps available to buy in private marketplaces (PMP for programmatic advertisers). That development could mean brands with smaller budgets can access huge Olympic audiences previously fenced off to big spenders. Peacock is set to carry the entire Olympic schedule — over 5,000 hours of live sports — and ads running against that coverage will all be available to buy programmatically, via a partnership with ad tech provider The Trade Desk. At the same time, Warner Bros. Discovery, which holds coverage rights across Europe via its Eurosport brand, has also begun to make inventory on its Olympic coverage available programmatically. It launched a new marketplace in May, WBD Connect, which gives advertisers access to ad inventory across CNN International Commercial (CNNIC) and WBD Sports Europe, including Eurosport, in partnership with ad tech vendor Magnite. While Eurosport streaming ads WBD’s streaming platforms Max and discovery+ will not be available to buy programmatically, the publisher has put ads on the Eurosport website and apps on the table. Like NBCU, the majority of WBD’s inventory is available via PMPs, though it’s also making a limited inventory available to the open market via pre-bid and in-app mediation.” ⬇️ #streamingtv #programmatic #olympics #ctv #ott #avod #smarttv https://lnkd.in/eeGpq4d7

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Great reporting from Catherine Perloff from ADWEEK about DTCs turning to independent measurement from the Walled Gardens. There is a lot of chatter about MFAs and other gaming in programmatic, and this highlights that its also happening in the Walled Gardens when products like Meta's Advantage+ games ROI credit. Chalice Custom Algorithms is built to optimize to any independent measurement source because we believe independent measurement is important for brands who want verified ROI and incremental lift in outcomes. We've been fans of Measured for a long time and glad to see them highlighted here. https://lnkd.in/e3QVYz9j

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Jason Goldberg, Chief Commerce Strategy Officer for Publicis Groupe, and Matt Heindl, Group VP of Social Content and Engagement Strategy at Razorfish, share insights on why TikTok’s e-commerce business is seeing growth despite legislation that could force its China-owned parent company, ByteDance, to sell the platform due to national security concerns. Although the social media giant’s e-commerce arm saw its average number of transactions decrease from January 2023 to March 2024, it also saw its average transaction price nearly double during the same period — a signal that suggests TikTok Shop has matured into a more trusted e-commerce platform, according to new Attain data. *Story 👉 https://lnkd.in/gjR3fb8Q *Subscribe to The Outcome for more data-driven stories: https://lnkd.in/ed5_D4yz

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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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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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