Big news coming out of Googles New Fronts! See below: ⚫ Google will be granting the IAB Tech lab access to the Publisher Advertiser Identity Reconciliation (PAIR) protocol. This will help publishers & networks increase durability of their 1st party audiences in preparation for the eventual cookieless future. This also allows buyers on DV360 to effectively target audiences on Disney & NBCU properties. ⚫ DV360 will have a new set of AI tools integrated directly in-platform to help make video buying more efficient and impactful. Further enhancements on custom bidding is also on the way in addition to increased CTV signals! Personally, I hope the new CTV signals include and solve for the following: ▪ Support oRTB 2.6 , which will allow buyers to report, optimize and cherry pick streaming ad slots based on predictability of hitting performance objective (Pod bidding). ▪ Increase Episodic, Content, Genre level reporting ▪ More Robust bid request / Auction signals for CTV PMP & PG deal health troubleshooting https://lnkd.in/ebnKKx8X).
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Programmatic advertising is evolving rapidly, with trends like the rise of CTV and OTT ads, increased focus on first-party data, and growth in programmatic audio and out-of-home ads. Advancements in AI and machine learning are also enhancing the capabilities of programmatic platforms. As data privacy regulations continue to evolve, advertisers must prioritize transparency and consumer consent. 🗣🗣🗣 #CTV #Advertising #Data #Trends
Programmatic Advertising Trends to Watch in 2025 | iTMunch
https://itmunch.com
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I definitely get why buyers would are pushing for lower CPMs. What I don’t get is why the buyers or sellers (publishers) not pushing for higher quality CPMs. I wonder if it’s a matter of translating the content consumption and behavior data into audience persona segmentations… https://lnkd.in/dqy-tDVZ #CTV #programmaticadvertising #audinecesegmentaion
TV Buyers And Sellers Are Still Haggling Over CPMs; Meta Is (Back) On The Hot Seat | AdExchanger
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There is quite a lot happening right now with how advertising technology is striving to help shape the future of large organization’s goals and objectives. This looks to have something to do with third-party cookies. As you have likely already learned, they are looking at their end. This means that companies like Disney are checking out first-party tools. Google is taking part as well. This is hoped to simplify adtech. #AdTech #AdvertisingTechnology #ThirdPartyCookies #Disney #Google
Disney to integrate Google’s ad ID in post-cookie ad tech deal
adage.com
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ICYMI: Google Announced beta launch of Display & Video 360 API v3. v3 includes a number of new features and breaking changes. Here are some of the changes introduced in v3: You can now fully manage proximity location lists, enabling you to use the advertisers.locationLists.assignedLocations service to create and delete locations assigned to TARGETING_LOCATION_TYPE_PROXIMITY LocationList resources. You can now more easily enable optimized targeting for your line items using the new boolean enableOptimizedTargeting field, which replaces the targetingExpansionLevel field in the TargetingExpansionConfig object. The billingConfig field is now required in the Advertiser resource and must be included when making advertisers.create requests. To help with this, a new billingConfig field has been added to the Partner resource to surface the billing information for the parent partner. #Youtube AdGroup and YoutubeAdGroupAd resources have been renamed to AdGroup and AdGroupAd. #TechNewsAe #googleupdates #digitalmarketing
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Director @ AdTechZone | Leadership, Sales & Business Development | Revenue Growth | AdTech | SaaS | Programmatic Advertising Expert
Congratulations NBCUniversal; LiveRamp & Google Marketing Platform Team. The partnership aims to enhance personalized advertising on connected TV (CTV) platforms by leveraging first-party data in a privacy-conscious manner. This collaboration focuses on using Google’s Display & Video 360 Publisher Advertiser Identity Reconciliation (PAIR) system and LiveRamp’s clean room technology to improve ad targeting and effectiveness while addressing privacy concerns. The key goals of this partnership include: Making First-Party Data More Compatible. Enhancing Privacy and Ad Performance. Increasing Conversion Rates. Addressing Signal Loss While Enhancing Privacy. Overall, the partnership represents a significant step forward in the evolution of CTV advertising, focusing on leveraging first-party data in a way that respects consumer privacy and delivers more personalized and effective advertising experiences. Travis Clinger; Stephen Yap; Trey Titone; Ryan McConville; Stephane Krzywoglowy; Joseph Cady; Michelle Kim; Dan Taylor; Bridget Chang; Katie Wilson Babcock; Vanessa Carvajal
Incredibly excited to share that starting next week marketers will be able to leverage PAIR for NBCUniversal via LiveRamp on Google Marketing Platform's Display and Video 360. PAIR will enable marketers to seamlessly connect their first party data with the tens of millions of monthly NBCU ad supported users. Marketers want to find high quality addressable CTV inventory and this partnership enables just that - premium CTV at scale without any reliance on 3p signal. Looking forward to launching our first campaigns in the coming weeks! A huge thank you and congratulations to Ryan McConville, Joseph Cady, Michelle Kim, Stephen Yap, Dan Taylor, Bridget Chang, Katie Wilson Babcock, Vanessa Carvajal, Shree Madhavapeddi, and Shreya M. for helping make this partnership happen!
NBCUniversal, LiveRamp, and Google’s Display & Video 360 partner to enable PAIR across CTV - powering better performance for marketers on the big screen
https://liveramp.com
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Meta and Google Ads: Navigating Conflicting Priorities 📈 Shareholders demanding more ad revenue. 💼 Advertisers demanding better ROAS (Return on Ad Spend). However, it makes little sense for platforms like Meta and Google to deliver more efficient ad performance at the expense of their ad revenue. This creates a significant misalignment between their interests and those of the advertisers. Every day, we highlight inefficiencies in our clients' data, revealing that these platforms prioritise driving ad revenue over delivering optimal performance for advertisers. This inherent conflict of interest calls for a change. Enter Ad360. With rule-based automations and machine learning algorithms, Ad360 puts control back into the hands of advertisers. Our solutions limit the influence of platform algorithms, ensuring decisions are made in favour of the advertiser's interests, not those of Meta and Google's shareholders. Take control of your advertising strategy and maximise your ROAS with Ad360. If you'd like to learn more, please get in touch. #DigitalAdvertising #AdTech #MarketingStrategy #ROI #AdvertisingSolutions
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The dripping of news related to fraudulent practices in the programmatic open marketplace is coinciding with reports of Netflix building their own ad-tech. This situation brings to mind my time at Yahoo! During that period, the company was developing and managing its own ad tech products in-house. While Yahoo!'s strategic decline can be discussed at length, it cannot be said that its ad products were not cutting edge. That was until it embraced what was then generically called "programmatic", which is effectively today’s open marketplace. I vividly recall a meeting where I questioned our shift from our sophisticated then called "ad targeting products", which I was working on and which were built on top of several data sources (from content consumption, to search, to ad logs, to user declared data, etc.), to a landscape influenced by external acquisitions like Right Media. In this new landscape, we would categorise a user into the automotive category following a simple click on a car-related ad. This digression serves to highlight the power of owning and shaping your own ad tech to: - the degree of quality that you want your client, the advertiser, to benefit from - the user experience your audience expects - the level the association with advertising that your content deserves - the full control of your assets - [add here] This brings us to the topic of quality media brands and the future of digital advertising. While individually too small to make a difference in the ecosystem, as an alliance/environment using its own tech and providing a single buying point to advertisers (i.e., an open and transparent walled garden), they can transform their value proposition at a time when it is evident that current practices are unsustainable. The challenge lies in the fact that quality media brands need to take a stand. They must stop making their inventory simultaneously available on several environments and instead focus on the concept of exclusivity and scarcity. They cannot have it both ways. Related content in comments. #media #advertising #marketing #monetisation #strategy #adtech #programmatic #userexperience #engagement #contextual
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Two months into the new year and the future of digital advertising is already taking shape. According to a recent study by Insider Intelligence, programmatic ads made up 90% of all digital display advertising in 2023, and it's no surprise that in 2024, programmatic will continue to evolve as the major delivery channel for marketers with new tools and strategies. Advertisers are well-positioned to shift their ad-buying behaviors as companies embrace algorithm-driven marketing strategies, automation, and AI. These trends will continue to gain momentum in 2024. Private marketplaces (PMPs) have become a popular choice for advertisers to manage a much bigger portion of their ad buys. This move was driven by two big 2023 ad tech initiatives: optimizing ad spending while protecting against ad fraud and ensuring brand safety through transparency and quality assurance. Insider Intelligence predicts that the programmatic marketplace will surpass $50B by 2025, but it will require a continued focus on quality and addressing fraud claims. The question is, can the industry get there? What do you think it will take? Let's keep the conversation going. #digitaladvertising #programmatic #marketingtrends #AI #adtech #displayads #Emodo
US programmatic ad spending set to reach nearly $180 billion by 2025
insiderintelligence.com
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LinkedIn Top Voice’ 24 | Performance Marketing @ GroupM, WPP | AdTech | MarTech | Media Planner | Social Media Marketer 📈 | Meta Certified | ex- Publicis | ex- Dentsu | ex- EY | UCD Smurfit ‘17 | MBA 09 🎓 🇮🇪🇦🇪🇮🇳
➡ 📺🛎️ Advertisers very soon will be able to access Netflix inventory via Google's DV360 and TTD through Magnite SSP. The Trade Desk, Google’s DV360 and Magnite will join Microsoft as Netflix’s main programmatic partners. 💡Currently, Netflix only uses Microsoft to sell ads programmatically through private marketplace deals and will roll out a proprietary ad tech platform by next year. #programmatic #google #digital #adtech AdExchanger
Netflix Is Launching Its Own Ad Tech | AdExchanger
adexchanger.com
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Our latest interview with Chandrahas Shetty, Demand Facilitation Lead at Magnite. With 14 years in digital advertising, Chandrahas shares insights on industry evolution, cross-device strategy challenges, privacy regulations, and emerging trends like CTV and programmatic buying. Gain valuable perspectives on delivering seamless ad campaigns to Indian audiences. Read More: https://lnkd.in/ddx7EiuY #DigitalAdvertising #CTV #Programmatic #PrivacyRegulations #AdTech #IndustryTrends #Magnite #InterviewSeries #AdtechToday
CTV Exploration: Chandrahas Shetty, Demand Facilitation Lead, India, On Growth And Privacy
https://adtechtoday.com
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