Albert Briggs

Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging

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In today's competitive landscape, where brands are making substantial investments in #livesports, understanding the impact of those dollars on outcomes is crucial. At EDO, Inc., our historical and real-time TV outcome data empowers brands to not only benchmark their performance against competitors but also optimize their strategies for maximum impact. Whether you're preparing for the season kickoff or fine-tuning in-season creative rotations, our insights ensure every marketing dollar counts. Reach out today for a personalized look at your NFL performance data. Pizza Hut, Taco Bell, KFC, Chick-fil-A Restaurants, Arby's, Wingstop Restaurants Inc., McDonald's, Molson Coors Beverage Company, FanDuel, Pfizer, AbbVie, Farmers Insurance, Allstate, Verizon, Meta, Signet Jewelers, Southwest Airlines, Mondelēz International, Lowe's Companies, Inc.

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I’ve been following NewspassID through my friend, Scott Cunningham, for the past few years. What he and his team have done with local news has created a much-needed revenue lifeline for local professional journalists. But why should we need this at all? What mess have we allowed ourselves to create that prevents brands from running ads in some of the most engaging, lean-in content on earth? It remains astonishing to me that despite countless proof points to the contrary, advertisers are skipping a relatively low-cost, high- impact environment where advertising works incredibly well. My colleagues and I at TRUSTX run an always-on “responsible media” PMP that enables brands to reach professional news audiences at the national and regional levels. We’ve been running this PMP with a handful of buyers for several years with excellent results. One brand showed us data demonstrating a $31 cost-per-acquisition on their buys through TRUSTX vs. $85 on average when spending through other non-curated SSPs. News works. Period. Just buy it!

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So This is Fascinating and I am very pleased. This week I posted that we needed responsibility to come back into programmatic. Because otherwise everyone blames others and we end up with a polluted ecosystem (fraud, bad content, MFA, hate etc). I have been talking about this in different ways for years. We need some level of walls to keep out the bad actors. We need some level of responsibility to maintain standards. Its clear that TTD and Jeff Green agree. This is at the nub of the push to the premium internet. With TTD taking some level of responsibility for what happens on their platform. Its also worth saying that the easy option is to do nothing. Many platforms make millions out of poor content in the short term. We need more action like this for the long term. For thats the point. This is not altruistic but acting to secure the long term viability of the channel.

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Earlier this week, The Wall Street Journal wrote about how Television Advertising has lost its relevance - but I think they're misreading signals. Television advertising remains incredibly powerful - 60% of consumers in our most recent AD.VANTAGE study told us TV ads helped them make purchase decisions - outpacing all other forms of advertising. The problem? Brands and marketers have stopped knocking each other over to BUY television ads - we need to SELL them again - and most sales teams aren't set up to, you know..... sell. More details and some proposed solutions in our blog at Magid.com - or shoot me a note and let's chat about how to accelerate demand for your sales teams. #broadcastsales #salesstrategy #GTM #leadgen #aitools #aisalestools #aimarketing

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Join Theorem's Michele (Schuessler) Bavitz and SiriusXM Media's Molly Fuard for a fireside chat at the TV and Streaming Summit on the 21st and 22nd May! 🔥 As an #advertiser or a #marketer, you will be amazed to see where the #digital age #advertising has reached through #connectedtv and similar networks. 📈 A new-age marketing platform to learn more about and experiment with, as a #digitalmarketer. 🧪 🔊 Check it out and then check us out there! 💯 Cheers! 🚀 #digitalmarketing #onlinemarketing #connectedtvnetwork #ads #adnetworks #digitalmedia #onlineads #onlineadvertising #digitaladvertising

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📹 Amazon is Shaking Up the Streaming Advertising Market! 📺 In January, Amazon made a bold move by making all Prime Video subscriptions ad-supported by default. Just six months in, the impact is clear and brands need to pay close attention to how this will further change the advertising landscape: 🔸 Subscription Changes: Prime Video now defaults to ad-supported at $14.99/month for Prime members and $8.99/month for non-Prime members. Want ad-free? It’s an extra $3/month. 🔸 Market Impact: Amazon joins Netflix and Disney in offering ad-supported tiers, leading to an oversupply in the ad marketplace and therefore companies like Disney are now working harder to attract advertisers. 🔸 Ad Market Dynamics: Prime Video could add over 50 billion impressions to the connected TV (CTV) market this year. Amazon's aggressive pricing strategy is pushing down ad costs, with CPM rates between $30 and $35 which is causing competitors, like Netflix, to lower their CPM rates to stay competitive. 🔸 Competitive Edge: Amazon’s extensive audience reach and customer data from Prime gives it a significant advantage! They can integrate their search advertising with Prime Video, enhancing content monetization and lowering ad prices. 🔸 Market Trends: More consumers are opting for cheaper ad-supported streaming plans. MoffettNathanson predicts a 33% growth in advertising video on demand this year. 🔸 Industry Adaptation: Amazon's approach is pushing the industry to focuse more on market share over high ad prices. SO... What are some things you should be thinking about for YOUR brand? 🔹 Commitment to a proper investment and appropriate flight length 🔹 Plan for ample amounts of video development and to A/B test 🔹 Leverage your data to create tailored targeting 🔹 Take advantage of competitive pricing NOW - test early & often 🔹 Look for the halo effect and take advantage of retargeting 🔹 Up your influencer marketing game - it can boost your credibility, especially with young shoppers 🚀 Exciting times ahead for streaming and advertising! We're following them closely here at The Topo Agency, so if you looking to learn more follow along, reach out to me or someone from my team and as always head over to our website at www.thetopoagency.com to learn more about service offerings! #Streaming #Advertising #Amazon #PrimeVideo #Marketing #TechTrends

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✅🖥️ AdExchanger (11/8): “Well, without breaking out new revenue metrics, The Trade Desk divulged some interesting tidbits about their business. For instance, while the company doesn’t disclose CTV revenue, CEO Jeff Green said CTV is now the largest media channel for TTD. CTV has flipped the equation on web display and mobile. Similarly, a year ago, Criteo finally reported retargeting revenue as less than half of its total. The Trade Desk is touting its long-held ambition to have more CTV than banner ads. Currently, video ads, which encompass CTV, are close to 50% of TTD’s overall business. Soon, TTD will be primarily a video ad buyer. “It’s hard not to be bullish about CTV when it’s both our largest channel and our fastest growing,” Green said. And while CTV and retail media have been staples of every Trade Desk quarterly report for years on end, Green also put the focus on a few new opportunities, now that CTV has matured into the business, not just a rhetorical goal. The other premium media channel for programmatic to unlock is live sports, Green said. “I expect over the coming years to see programmatic spot markets and sports become best friends,” Green said. Live sports are counterintuitive for programmatic advertising. Those spots tend to have a very high premium and go to sponsors, rather than an open auction. But, Green said, “because (live sports inventory) is often scarce and often highly sought out by brands, and it changes very quickly, it really is built for programmatic advertising.” ⬇️ #streaming #ctv #ott #livesports #avod #fast #tvos

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✅🖥️ Variety (5/22): “Last year, the writers strike kept boldface names from appearing at the upfronts. This year, everybody turned up the star power to 11. NBCU stuffed its presentation with performances from Little Big Town, Michael Bublé and Kelly Clarkson. Amazon went overboard with a nonstop parade of A-listers, including Reese Witherspoon, Will Ferrell, Jake Gyllenhaal and tennis great Roger Federer, with none other than Alicia Keys as the opening act (and yes, she promoted her Amazon line of skin care products). Disney also hauled out the heavy hitters: Ryan Reynolds, Michelle Williams, Sterling K. Brown, Steve Martin, Martin Short and Selena Gomez, just to name a few. Opening Disney’s upfront was Emma Stone, introducing CEO Bob Iger while getting in one more plug for her Oscar-winning film “Poor Things.” The sheer number of movie mentions (NBCU took time to debut the trailer to “Wicked”) felt unusual at an event traditionally tailored to ad-supported TV. But in the streaming age, everything’s for sale — and there’s nothing brands like more than cozying their messages up to the biggest names in showbiz. Sports franchises were put on a higher pedestal than usual as networks lean on live games to deliver the audiences that advertisers covet. Sports personalities, from Tom Brady to Jason Kelce to Dawn Staley, were all over the presentations. Fox made it clear to anyone in earshot that it has the Super Bowl next year and it has Brady, a bona fide NFL legend, joining the Fox Sports team in the booth for football season this fall. Disney used a hunk of its time to tub-thumb the future of ESPN. Netflix bragged about landing two Christmas Day NFL games. WBD pledged allegiance to the NBA even as the company is kneedeep in contract negotiations with the league.” ⬇️ #upfronts #newfronts #streamingtv #ctvadvertising

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The DOOH media landscape is booming and nothing makes that clearer than T-Mobile Advertising Solutions' recent announcement that it will be launching a new in-store retail media network with plans to integrate over 20,000 screens in retail locations across the U.S. This combined with their existing mobile advertising and machine learning capabilities will give them access to a combined audience of over 240 million consumers and amplify its digital-out-of-home reach of a staggering 700,000 screens nationwide. This move is truly a testament to the lucrativeness and scale potential of Digital Out-of-Home (DOOH) advertising which is projected to grow at an 11.6% CAGR to reach $32.63 billion by 2030. Already, North America accounts for over 37% of the DOOH advertising market. With this technology, brands and advertisers have even more opportunities to leverage out-of-home screens to enhance interactive experiences — like Netflix’s interactive “Bridgerton” event this last week in NYC. Brands such as Williams Sonoma, Primark and the Knot amplified their products through branded collaborations with the popular Netflix series. Imagine the performance potential of an event such as this with OOH screens featuring QR codes for exclusive series teasers, offers and other strategies for capturing consumer intent and insights. The possibilities with DOOH are truly endless. If you’re curious to learn more about DOOH advertising, read our latest press release: https://hubs.li/Q02xNSRk0 #DOOH #BrandEngagement #InteractiveAds #Bridgerton #TMobile

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My thoughts on the new Nielsen Gauge read-outs, which groups TV time spent by media parent company: 1. The most impressive takeaway from the read-out? Not YouTube. But NBC (shout out Stephen Grzeszczak). Think about it. Of course it's impressive that YouTube overtook Paramount / NBC to be the #2 overall partner for TV time spent in March and April. But I think it's more impressive that NBC stood its ground around #3. NBC has basically NO sports in March / April. Zero. Correct me if I'm wrong, but I can't think of a major sport their networks air in these months. Yet it stood steady with Paramount, which has March Madness. For all the narrative that if you don't have sports, you're dead, NBC was far from it in the spring. Shout-out to The Voice and news (and RAW?), I guess. If anything, an NBA deal doesn't look like a saving grace for the family of networks - it looks like a kill shot. 2. The Caitlin Clark effect is real again Look at Disney's upticks in March and April. You think that was because of Shogun? No. The most major change year-over-year was the success of the women's college basketball tournament that ran on ESPN and ABC. That, plus NBA playoffs starting in April, pushed them up even higher. I'm excited to see how they can maintain some momentum going into the summer when their roster of sports is quieter. 3. We shall see what happens in May and June But it feels like WBD is capped at 8% of viewing. How could they grow higher without a broadcast network, cable shrinking, and Max fledgling? 8% is nothing to sniff at - it's still 3x Prime Video at the moment - but it's far closer to the apex than the floor, especially if they lose NBA rights. 4. Beware the summer headlines YouTube will either tie or surpass Disney viewing this summer, and Netflix will jump to #3. It's inevitable. It will happen. But it will be temporary. When sports and NFL come roaring back in the fall, I wouldn't be surprised to see Disney, NBC, and Paramount dominate the top 3, pushing YouTube out. But the media will tell you this summer these companies are dead once YouTube breaks free when TV viewing declines in the summer months. Don't believe it. They're not dead. Yet. https://lnkd.in/ezn7NNcu

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🚨 NFL Ads Outperform Primetime TV 🚨 Ads during the NFL’s 2024 Week 1 games saw 48x more consumer engagement than the average primetime ad on broadcast and cable TV. 🏈📺 But are you getting the most out of your NFL investment? The key isn’t just in placing ads but in analyzing how and why they drive action. EDO provides critical data on which spots resonate, so you can optimize future placements and make smarter media investments. If you’re investing in live sports, make sure you’re measuring its true impact. EDO can help you maximize every dollar spent on the NFL season. 📊 #MarketingAnalytics #EDO #NFL2024 #ConsumerEngagement #AdPerformance #MarketingExecutives #SportsAdvertising #ROI

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After Paramount and Disney Advertising launched their ad platforms, Roku just released theirs. TL:DR in three bullet points: • Roku has launched Roku Ads Manager, a self-serve ad platform that allows advertisers to buy and optimize campaigns across all streaming inventory on Roku, not just individual streaming services. • The platform offers features such as geolocation targeting, audience segmentation, and outcome-based optimization. It also includes Roku's Action Ads, which allow for interactive elements like QR codes and prompts for app downloads or store locators. • Roku Ads Manager is designed to attract performance-oriented advertisers and includes shoppable TV capabilities, including an integration with Shopify that allows viewers to purchase items directly using their Roku remotes. AdExchanger https://lnkd.in/gcwivHrR

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Looking forward to this discussion on the future of #measurement & the incredible insights from this amazing panel! #attribution, #MMM, #MTA

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With cookies disappearing, advertisers are exploring new approaches. In fact, programmatic growth is expected to outpace nonprogrammatic, as advertisers focus strategies on first-party data and invest more in closed ecosystems like walled gardens. Download the Programmatic Ad Spending Forecast H1 2024 from eMarketer to: ✅ Understand the impact of cookie deprecation on transaction methods and devices ✅ Discover why advertisers are turning to walled gardens and how this will affect advertising across the open web ✅ Learn what’s next for Google’s Privacy Sandbox, smaller advertisers, and 2024 TV upfronts trends Grab your copy now: https://lnkd.in/dX6D8FSz

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Prediction: By 2025, Podcast and Radio Advertising are going to be a phenomenal "digital audio 1-2 punch!" The good news is that we're already doing this for clients. Ask us how! Nu Media Mix helps brands connect to listening audiences who become their new customers. Learn more at: https://numediamix.com/ #radio #podcasts #numediamix #demandgeneration #influencers

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✅🖥️ CNBC (5/13): “It does feel like this is a moment, a moment in terms of what the next year, two years will bring," Warner Bros. Discovery CEO David Zaslav said during the company's earnings call last week. "I said a while back that this is a generational disruption.” Media companies just finished reporting quarterly earnings, which showed traditional TV is still lagging behind streaming and digital when it comes to ad revenue. Traditional TV ad buying during Upfronts is expected to increase about 1% to $18.79 billion this year, according to data from eMarketer. This is an improvement from last year when it was down about 4% to $18.64 billion. Meanwhile, digital advertising spend during the Upfronts and Newfronts — which take place a few weeks ahead of the traditional media events — is expected to increase nearly 32% to $16.45 billion this year, according to eMarketer. There was a general improvement in traditional TV ad revenue last quarter, down 8% as opposed to nearly 16% in the same quarter last year, according to a note from Macquarie senior media tech analyst Tim Nollen. Streaming advertising was up 22% across media companies, and now makes up 18% of total advertising.” ⬇️ #streamingtv #upfronts #newfronts #ctvadverting

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Ever ask yourself what makes video activation different from company to company and not Fugazi? 1. Ask if they own real tech. Yup, Dailymotion is the video player trusted by over 5000 publishers and a DSP and SSP. 2. Can they see what people are watching globally? Sure..Not a few million...But how's 4.5b streams a month to start? 3. Do they build audiences contextually and with insights not just pulled from 3rd parties and in real-time? Dailymotion is delivering video activation via our Predictive Audience Engine and seeing real-time topical interests. Want to see it in action married to high-impact creative solutions? Let's scale real audiences...Let's talk! When it comes to real stuff. We got you - We Take Video Activation Personal. #dailymotion #predictivetargeting

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Announcing Aperiam's Latest Investment: Gigi! 🍒 Aperiam continues to make strategic bets in commerce media and CTV, the fastest-growing segments of digital advertising. With Amazon Ads being the largest commerce media channel AND the fastest-growing Streaming TV ad platform, we are excited to introduce our latest investment: Gigi. Why Gigi? 1) The product. Gigi’s unique ability to integrate a brand's first-party commerce data with Amazon's data for audience enrichment and deterministic omnichannel measurement sets it apart. This powerful combination enables brands and agencies to buy and measure Amazon Streaming TV ads more effectively. 2) The team. The founders behind Gigi consists of experienced commerce media executives - led by cofounder and CEO, Adam Epstein - who have a bold vision for the future of Streaming TV, commerce media, and data collaboration and a history of success in commerce media. Their expertise ensures that Gigi is at the forefront of innovation in this space. We believe Gigi’s capabilities and the vision of its team will drive significant advancements in how brands leverage data to enhance their advertising strategies on Amazon’s platform. Check out Gigi here: https://gigico.tv/ cc: James Borow Joe Zawadzki Danilo Tauro, PhD

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