Tanja Omeze

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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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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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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https://lnkd.in/gZbWK9eQ "As we look ahead, the relationship between content, advertising and consumers will continue to evolve. The main challenge for streaming services remains: To ensure ads are not excessive nor intrusive to push away viewers." My belief is that brands will find that as they move away from ads....into entertainment...value creation and consumer centric content...essentially, content #foryou. They will it very profitable for brand and business. Studies show that on TikTok, ads by creators drive 5x more completions (not skipping!), 27x more Likes (no frustrations) and they double conversions - creating positive impact across the funnel. 😉

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AI Video will change the way brands approach video marketing. My thoughts in the article below.

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✅🖥️ Yahoo (4/19): “Using Parrot Analytics’ Content Panorama, we can break down each platform’s TV catalog by how long ago a show released new episodes and provide insights on how much each platform relies on new content, whether in the form of new seasons or new shows released. Most of the main SVOD platforms have catalogs composed of shows that released an episode one to five years ago. This share is higher for Apple TV+ and Netflix, making up more than half of each platform’s TV catalog. By contrast, Peacock and Paramount+ have lower shares of these titles, with less than a third of shows available. The two platforms have the highest share of shows that haven’t released a new episode in 10 years — more than one-quarter of the catalog — followed closely by Disney+ (23.1%). Nostalgia plays a crucial role in these platforms and the presence of beloved old linear shows in their catalog helps boost retention. For instance, Peacock has older sitcoms and comedies such as “House,” “That ‘70s Show” and “Scrubs,” which still have an engaged fan base. Disney+ has “Home Improvement” and old cartoons like “Duck Tales (1987)” and 1990’s “The Gummi Bears.” New content, which garners most of the media’s attention, varies considerably between platforms.” ⬇️ #streamingtv #ctvadvertising #content https://lnkd.in/eSnD7DwH

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Check out my a new piece #adexchager on how agencies can use AI to gain control over the platforms algorithms and enable better use of future-proofed media strategies. #razorfish

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Sometimes, it takes a while to fully grasp what something truly is. Blockgraph is a bit like that. From the start, we understood why Blockgraph was created. It was designed to unify fragmented data within an increasingly complex #convergedTV marketplace (a critical need should TV advertising continue to thrive), all while ensuring necessary privacy and security protections (a must-have for any company involved in today's advertising industry). However, articulating exactly what Blockgraph is has often been a challenge. • Customers frequently ask, "Are you another clean room?" Well, sort of. • "Are you an ID?" That's part of it, but it doesn’t capture why we’re unique. • "Are you a TV data consortium?" Yes, but not quite in the way you might think. In reality, Blockgraph is all of these things and more. Yet, I recognize that no business, especially a four-year-old startup, can be everything to everyone. Much like in life, there are moments that bring clarity. Blockgraph’s fourth anniversary and several key partnerships provided our team with just such a moment. Blockgraph is exactly three things: 1) A Privacy-Centric Household Identifier: Derived from authenticated data, this identifier forms the foundation for unifying the connected TV industry’s data. 2) A Data Collaboration Platform: Our software offers data owners flexible, secure, and efficient technology to manage first-party data, facilitate peer-to-peer data matching, and enable more fluid planning, targeting, and ad measurement. 3) A Purpose-Built Ecosystem: Comprising internet operators, publishers, distributors, marketers, adtech platforms, data and measurement partners, all of whom have a vested interest in facilitating converged TV ad campaigns. That leaves, the “how” we do all of this better than alternatives. We’d be happy to answer that. Just let us know when you’re free :)

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Focusing solely on the present can quickly render you a relic of the past. Engaging with new consumer generations is essential. If your brand isn’t present where these younger demographics spend their time, you risk becoming invisible. Moreover, without creating compelling and relevant experiences, you risk being tuned out. Consider this: Are traditional marketing tools like static photos, social media videos, or search engine highlights sufficient to engage the younger generation? The answer might be found in innovative approaches like the BBC’s strategy of integrating their content on interactive platforms such as Roblox to connect with younger audiences. #DigitalMarketing #BrandEngagement #ConsumerBehavior #GenZ #Roblox 👇

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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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"To help preserve a safe Internet for content creators, we’ve just launched a brand new “easy button” to block all AI bots. It’s available for all customers, including those on our free tier." This is really neat! Whatever you land on AI scraping, giving site owners the one-click ability to make a choice is great. Some will choose not to use this; others will hit the button. Making it this easy means it's a choice about the principles, not any kind of technical considerations. Which is what it should be. Not every site is on Cloudflare (and some also choose not to use it because of how it's historically dealt with white supremacist / Nazi content). But many are, and this makes it easy for them. Other, similar providers will likely follow quickly.

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Welcome to doomscrolling for the streaming ad market. As much as Amazon is the de facto giant in ecommerce, the company has sort of played second fiddle to the likes of Netflix, Disney, and Paramount among others in streaming. While the expansion into live events with the NFL is noteworthy, Amazon’s move to convert its entire Prime Video subscriber base to an ad-supported version has truly reshaped the ad market. And, the impact extends beyond streaming services and into the entire advertising landscape. Amazon is becoming the ad industry's "3 Body Problem". Dominate ecommerce, maximize revenue through subscriptions, and monetize its Prime customer base. Netflix, sure. But, Amazon's impact is now rippling towards Alphabet and television networks as well. The strategy with its huge customer base is already impacting negotiations these platforms are having with advertisers for the upcoming TV season, leading to a significant decrease in ad prices for everyone. "Stranger Things" or not, Amazon has Netflix doing the unthinkable given its own positive growth - cutting ad rates - and even going further by introducing new options like product placement to lure advertisers. The numbers tell the story with Netflix now offering brands $29-$35 to reach 1,000 viewers, a steep discount from last summer's $39-$45. Like the dueling interests in "Bridgerton", someone definitely holds the advantage. Amazon's ad-supported Prime Video has 115 million monthly viewers in the U.S. alone, while Netflix's ad tier has 40 million global monthly active users. Dominant numbers on both sides, but you know who you'd pick first in a game of dodgeball. You don't need to re-watch episodes of "Silicon Valley" (though you should) to see that Amazon is meticulously building itself into a killer app for advertisers. By combining premium content, live sports, and a massive user base, they offer unmatched and scary targeting capabilities. Advertisers can not only reach their ideal customers but also track purchases made directly on the platform - the holy grail if you will. "Squid Game" for ads, anyone? Netflix is certainly making its own foray into live events, recently winning rights to broadcast two NFL Christmas games as well as becoming the new home of WWE Raw come 2025. It's even cut the mustard with a unique live event: "Chestnut vs. Kobayashi: Unfinished Beef," a hot dog-eating showdown featuring legendary rivals Joey Chestnut and Takeru Kobayashi. The chase for "The Crown" is afoot. All of this underscores Netflix's strategy to hook viewers with unconventional live programming and through diversified content offerings. But more importantly, counter Amazon's dominance in ad-supported streaming by offering a more engaging experience beyond just price https://lnkd.in/gj_3Y39Q #netflix #amazon #streaming #advertising #television

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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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Nobody should be surprised that despite alternative IDs in the bidstream, marketers aren't seeing scale in audience-driven media. Why? 1 - Advertisers have email addresses; open web publishers don't. The open web was built without authentication, and publishers haven't yet cracked the code on getting people to register for content. Publishers have 1P cookies, and "bridge IDs" were supposed to help. But as usual in our industry, bridging providers got greedy, messing with ID substitution, probabilistic matches and other junk, ruining their deterministic and consented solutions. As a result, we're stuck with incompatibility between buyers (emails) and sellers (1P cookies). 2 - Shared IDs pose a legal risk to 1P data holders. The larger the publisher, the more lawyers they hire. Thus, the publishers with the greatest scale recognize the regulatory risk of linking their valuable audience relationships to a permanent identifier in the bidstream. European case law questions the validity of consumer consent, as companies can't realistically ask audiences to share their data with unknown entities. Furthermore, how can a publisher revoke consent effectively? You can't put the toothpaste back in the tube. Consent is questionably valid at best. 3 - Smart publishers and advertisers don't want to share their most-valuable customers for free. Trusted consumer relationships are incredibly valuable. The last 15 years have taught us all that data leakage commoditizes premium inventory and fuels competitive intelligence between brands. It's an economic disaster we continue to perpetuate. No wonder shared IDs lack scale. ---- The bottom line?... Audience addressability and measurement depend on some level of connectivity. But there remains a significant incompatibility between buyers and sellers, and beyond the technical hurdles, throwing new-gen IDs into the bidstream and praying for protection isn't the answer.

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I don't think one-click purchasing (e.g., Amazon), fast fashion and deep-discount apps like Temu/Shein have been DELIBERATELY conditioning us to adopt AI, but I think that's one way it could play out in hundsight. As certain kinds of online shopping become a steadily more throwaway (i.e., less intentful and more compulsive) experience, I think human shoppers won't really have a problem outsourcing the actual act of shopping to an AI agent. Thanks to Lynne d Johnson and Tameka Kee for having me on their pod. We talked about a lot of interesting stuff! Please give it a listen.

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This is so great to see! As we head into the Upfronts and Newfronts, brands need to know they can reach a massive audience, using video, that doesn't get skipped or ignored and is 4x more efficient on a cost per second viewed metric. Efficiency AND Impact from In-Scene Media #uninterrupted #advertising with #AI

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