Here’s how you succeed in ad tech: Analyze more data in more complex ways and turn that into differentiated products.
Ad tech players know it’s not that simple. Until recently, this path required obscure detours through data summarization and sprawling tech specialization.
Following the broader digital ad world, the TV market is rapidly moving to the impression-based model. Managed services for impression-based (including addressable) remain alive and well, but this year’s Upfronts demonstrated the most dynamic growth centers on the programmatic marketplace.
In truth, it doesn’t matter when – or if – third-party cookies go away for good.
Despite the industry’s collective hand-wringing, we’re in a moment rife with possibility. The advertising industry has never been better positioned to think differently about how to delight consumers with useful and relevant advertising while continuing to prioritize their trust. Of course, this requires making use of different, sometimes new technologies and tactics and embracing an open mind.
Will ChatGPT take all of our jobs or just make them easier?
I’m optimistic. Even early use cases for AI and tools like ChatGPT have shown to improve our efficiency and quality of life — and the ad tech world holds several early AI success stories. AI is improving performance, enabling us to finally scale up hyper-segmentation, real-time experimentation and one-to-one feedback loops. But, more importantly, AI is freeing up sharp human minds to be more strategic, curious and explore new ideas.
This isn’t another article about the death of third-party cookies.
Cookies are false precision and they always have been. Conversations about cookies and what advertisers are going to do when they’re gone are missing the point. It’s a distraction.
The media industry has a junk food problem.
Marketers and their agency and DSP partners have grown so focused on vanity media metrics, such as clickthrough rate (CTR), cost-per-click (CPC) and video watches, that roughly half of all ad supply is made-for-advertising (MFA) inventory – sites and pages that use clickbait headlines and filler content to generate traffic and cluttered layouts with awful user experiences to cram more display and video ads onto the page.
With screens omnipresent in modern life, the digital out-of-home (DOOH) advertising channel continues to see growth.
One reason for this: We’ve modernized workflows such as conventional insertion order (IO)-based transactions and streamlined much of the manual process through the advent of advertising technology. Today, there are programmatic capabilities, real-time bidding (RTB) and streamlined automation of ad serving and delivery of campaigns.
Advertisers have been chasing cord cutters for the last 10 years. But the story in 2023 is viewers cutting streaming subscriptions – and most advertisers aren’t keeping up with this behavior change.
The growth of ad-supported CTV is completely upending our thinking on what an open marketplace or open ad exchange can deliver. Combined with new programmatic protocols and ad serving technology that’s finally delivering the transparency, control and security digital advertisers have come to expect, the open CTV ad exchange is about to democratize TV advertising in an exciting way.
As the digital advertising industry upgrades its privacy protections for consumers, some ad tech providers have wondered what the business impact for improving privacy will be. But how often do ad tech providers consider the cost of staying on legacy technologies such as third-party cookies?
