The average CTV platform now authorizes 30 SSPs to sell its inventory. And one of the most noticeable effects of increased SSP saturation in CTV has been higher costs due to SSP reselling.
Many in the digital advertising industry truly want to do better. But there are imminent obstacles that need to be tackled if we want to move from words to deeds.
In today’s newsletter: Amazon’s argument that advertisers should trust optimization algorithms over alternative IDs; Japan passes an app store antitrust law targeting Apple and Google; and Google Ads ends support for credit card payments.
Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.
It’s no secret that there are a lot of people watching connected TV (CTV) these days. And where the audiences go, advertisers follow.
Ad startup Biddeo.io announces its expansion to the US. Its MO is to help advertisers secure social video inventory more cheaply than they can through direct campaigns on social platforms.
Shoppable TV ads may encourage sales, but they lack the measurement and performance benchmarks advertisers expect. Buyers must create their own benchmarks – and can only do so by actually testing these new ad units, including with their upfront budgets, says Mike Fisher, executive director of investment innovation at GroupM US.
Incrementality is a retail media term for attribution. It’s the attempt to measure the actual contribution of advertising to a business’ bottom line. But in a market where everything old is new and everything new has been done a thousand times, it’s important to focus on other kinds of incremental gains.
MAGNA raised its global ad spend forecast, predicting 10% growth this year to $927 billion. Plus: TikTok homes in on AI-generated creative.
Pandora can match the email addresses of its logged-in users to UID2 tokens, which can then be passed through AdsWizz, The Trade Desk and other ad platforms that integrate with UID2.
