Forecasts
| Jun 19, 2024
Source: EMARKETER Forecast
The identity landscape is vast and growing more complex. Google confirmed it will phase out third-party cookies but continues to delay deprecation. A wave of privacy regulations in the US challenges advertisers operating across state lines. Plus, an increasingly digital world has made it difficult to track users across TV, social media, and the open web.
Article
| Jul 19, 2024
Amid near-nonexistent growth in some key markets, web publishers are being forced to consider radical changes to the way they sell their ads on the open web.
Report
| Jul 25, 2023
A shift toward programmatic direct and PMPs in advertising: Open web spending drives sector growth and is forecast to surpass $50 billion by 2025.
Article
| Jan 11, 2024
For example, The Trade Desk’s partnership with Instacart allows buys across the open web that enable consumer packaged goods (CPG) brands to make ad-buying decisions based on Instacart purchase data. “Instacart-informed audiences will help The Trade Desk advertisers be a lot smarter with their media buying across the open internet, enabling them to reach their most valuable buyers.
Article
| Jul 15, 2024
CTV splits its vote between walled gardens and the open web. Streaming platforms are notorious for keeping consumer data close to their chests. But because some CTV display placements are sold by device manufacturers (e.g., Samsung, LG, Roku) and ad tech partners (e.g., The Trade Desk, Microsoft, FreeWheel), most streamers are categorized as open web under our definition.
Report
| Jan 19, 2024
Off-site ads target consumers outside of the retail environment, like when they’re searching the open web or browsing social media. We forecast retail media network off-site ad spend in the US will grow 61.5% this year, reaching $10.64 billion. That figure will grow another 27.1% next year, hitting $13.52 billion, as brands and retailers look to meet consumers wherever they are.
Article
| Aug 26, 2024
And retailers are motivated to open up inventory because their owned properties cannot match the scale of the open web. Thanks largely to CTV, off-site retail media ad spending will grow 61.5% YoY in 2024. Retail media will begin to play a major role in the ads that consumers see online.
Report
| Jun 11, 2024
Retail media is becoming vital to ad channels outside of retail media networks as the first-party data it gathers from retailers allows for better targeting across social, search, and the open web. Advertisers are still challenged by how complicated retail media advertising is, due to the sheer volume of retail media networks and the lack of standardization over ad formats and measurement.
Article
| Jun 21, 2024
Then those SSPs and DSPs will work with retail media data to target consumers across the open web. Difficulties integrating media networks and tech stacks create issues for the majority of commerce media decision-makers across the US and the UK, according to an August 2023 study from Forrester and Pubmatic.
Article
| May 30, 2024
As the retail media industry evolves, marketers are embracing new formats such as open web, social media, and streaming TV to reach customers earlier in their buying journey and increase brand recognition. To accomplish this, we’ll see retailers form collaborative alliances with social media companies, streaming platforms, and publishers.
Article
| Jun 22, 2023
Retail media is moving from its initial state (search and on-site display ads) up the funnel toward social, open web, and connected TV. As retail media networks move into their next era, they should leverage partnerships to explore new channels, said Evan Hovorka, vice president of product and innovation at Albertsons Media Collective.
Article
| Jun 5, 2023
As retail media enters its next phase, marketing efforts are moving up the funnel toward new formats like open web, social, and streaming TV. By leveraging partnerships with social media companies, streaming platforms, and publishers, retail media networks can reach consumers earlier in the buying cycle and build brand awareness.
Article
| Apr 24, 2023
They may also—or only—choose to offer off-site ad inventory to non-endemic advertisers, using their first-party data to create targeted audiences that can be reached across the open web. Context matters: Non-endemic advertisers should be curated to complement the retailer’s own product assortment.
Report
| Jul 1, 2024
“We’re finding our customers on the open web, on streaming TV, on social platforms, and engaging them there, showing them brand messages, and encouraging them to come back to Walmart to make purchases,” said Mayward. 3. Brands are breaking down internal silos.
Article
| May 13, 2024
Moving on up: In order to keep up with advertiser demand, many retail media networks have begun to offer ad formats across social, CTV, and the open web. “Marketers are not just looking for a way to drive sales, but to actually build the brand,” said John Paquin, senior director, brand and media, at the Association of National Advertisers (ANA).
Article
| May 7, 2024
“There’s great power in connected experiences, and connecting what’s going on organically on a retailer’s site to what we’re putting out in the open web ecosystem to what we’re doing in the store’s parking lot,” said Witmer. The idea is to create a holistic picture of how a campaign is performing, which means piecing together performance outside of the retail environment.
Article
| May 6, 2024
Advertisers won’t have to quit third-party cookies cold turkey, but long-standing market dynamics around access to quality data aren’t going anywhere.
Report
| Aug 9, 2024
What are advertisers’ and publishers’ biggest challenges as they redesign their programmatic strategies around data protection legislation and other privacy changes?
Report
| Jul 29, 2024
Chart
| Aug 21, 2024
Source: JMP Securities
Chart
| Aug 21, 2024
Source: JMP Securities
Open-web players are joining forces to better compete. Very few platforms or brands have first-party data that can rival the scale of a walled garden without pooling resources in a privacy-compliant manner.
Report
| Nov 14, 2023
But again, you have the advantage of the increased scale and inventory available if you compare who's on the open web and all the spaces you can place an ad versus on a retailer's owned property.
Audio
| May 15, 2024
And Amazon is not a perfect substitute for programmatic open web display is sort of the term that folks have been using during this case. (12:43):. It's not the same thing as Meta ads. They serve different purposes for advertisers. There's been a lot of discussion about the funnel and the consumer journey and where different ads come to play.
Audio
| Sep 19, 2024
Chart
| Jul 1, 2024
Source: EMARKETER