SVP-Head of Video Activation/VaynerMedia | ex-Omnicom, Publicis, Madhive, Aetna | Managing Director | EVP | Founder | Digital Media | Data | CTV-OTT-TV | CPG | Pharma | Strategy Consulting | Sales | Programmatic | AdTech
✅🖥️ AdExchanger (column; 6/21): “Beyond video ad currencies, streaming publishers and ad tech companies are zeroing in on outcomes-based measurement. Also in Cannes this week, Disney announced a new partnership with retail data provider Affinity Solutions, which collects sales and purchase data from banks and credit companies. Using Disney’s clean room tech, brands and buyers can use Affinity’s purchase data to plan and measure campaigns across Disney inventory. And it isn’t just entertainment giants like Disney with plans to put more attribution data to work in streaming. Last week, for example, the DSP Madhive acquired the omnichannel marketing platform Frequence. For Madhive, the goal is to create more opportunities to retarget streaming viewers on other channels. Since TV ads don’t drive direct clicks, retargeting is a popular tactic for applying performance marketing to CTV. And Madhive isn’t the only programmatic platform buying up tools for video and CTV performance marketing. Seedtag and Equativ each acquired a video-focused SSP – Beachfront and Sharethrough, respectively – to bolster their repertoire of CTV and video supply. What I’m wondering is this: How will the buzz at Cannes shape measurement and currency deliberations between now and the end of upfront negotiations?” ⬇️ #streamingtv #crossscreen #measurement #ctv #ott #upfronts https://lnkd.in/eCDWm4Hg
