Sean Black

✅🖥️ 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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CTV's CHANGING RELATIONSHIP WITH NATIONAL TIME BUYERS This MDI Alert explores the evolving national TV time buying/selling situation as it relates to CPM pricing, ad commercialization and the resulting split of ad revenues. Something is happening here, folks, as national TV time buyers are now resisting the extra high CPMs that Netflix and others once demanded and they are using linear TV buying tactics to do so, with growing success. This Alert can be purchased by interested non-MDI Direct subscribers at a modest price via the link below. And while you are on our website, please take a look at all of our timely Alerts and major reports that you are missing out on. They can all be yours as an MDI Direct subscriber. https://lnkd.in/eV6izYjC

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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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As viewer behavior evolves, agencies are adapting their strategies—GroupM is leading the way by focusing on streaming and advanced audiences to deliver better outcomes for clients. 📺 In a converged video space, clients are looking to understand where value creation is happening. According to GroupM's Mike Fisher, advancements in interoperability and connectivity will bring more transparency and scale to the ecosystem, with the goal of managing frequency and engagement across all streaming services. Learn more: https://lnkd.in/gdPwXcJ8 _ #GroupMNA

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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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What are the best ways to safeguard privacy while delivering personalized ads on CTV? Check out my chat with Sean Cunningham, President & CEO at VAB during the Big TV Summit tomorrow morning. We'll discuss how AI is transforming media activation, day-zero planning, and Seedtag's innovative approach to CTV targeting and measurement. 📍 NYC, NY 📅 September 18th ⏰10:10-10:30 am (EDT) Discover the event here: https://lnkd.in/ejY387r7 #ContextualAdvertising #CTV #AdTech #privacy

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NEW IAB REPORT: Connected TV (CTV) Ad Format Landscape: How Standardization Can Drive Programmatic Growth and Innovation 📲 https://okt.to/xCgsr1 As #CTV viewership and ad spending soar, it’s clear that the lack of standardization across platforms is stifling the industry’s potential. IAB’s new report explores how innovation in immersive, interactive ads can improve the experience for both advertisers and viewers, fostering a mutually beneficial ecosystem, and offers a comprehensive overview of established and emerging CTV ad formats while highlighting the urgent need for #standardization.

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The CTV market is behaving similarly to the early days of display. Publishers scratching for buyers are diversifying their SSPs in order to maximize sellthru, and the buyers are either paying a premium or facing confusion: https://lnkd.in/eshsb6V4 The TL;DR? The market is becoming confusing and premium publishers are limited in volume, so buyers need to test and learn what works best between direct buys and SSPs. The final takeaway? Just deal with it. That's easier said than done as most DSPs aren't set up for easily managing multitudes of PMP lines. Pontiac, however, is built for this exact purpose. We view our DSP as a PMPMP - A PMP Management Platform - and for buyers looking to manage and test many CTV executions at scale, we are the agile and effective tool to do so.

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As the CTV landscape evolves, contextual AI is becoming essential for advertisers, addressing key challenges like targeting limitations, transparency issues, and lack of real-time insights. Jon Wallett VP of Sales, East Coast at Seedtag, emphasizes that innovation in contextual targeting is crucial for future success. Seedtag's contextual AI, Liz, enables brands to develop effective audience strategies, enhance creative messaging, and gain valuable insights, all while adapting to real-time trends. Wallett argues that embracing these advancements will drive greater transparency and more inclusive, interest-based targeting, making contextual AI indispensable for modern advertising. Watch the full interview here to learn more 📺 : https://lnkd.in/eZadMN24 #ContextualAI #CTVAdvertising #InnovationInMarketing

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Our Global Head of Platforms and Intelligence, Chris Schimkat, had the pleasure of catching up with Digiday's Michael Burgi on how the industry will "forge on with other ID solutions" following Google's decision on third-party cookies. Advice for marketers from Chris Schimkat: diversify. "With so many potential solutions and much to still be learned about the impact of this decision, brands should spread their chips when it comes to next generation measurement, targeting and optimization solutions. That way, it's easier to pivot quickly as consumers start to select their cookie preferences in Chrome, allowing brands to understand what uniquely works for their business." Read more on how marketers can best move forward: https://bit.ly/4catPpw

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As viewer habits continue to shift on Connected TV (CTV), advertisers must do everything to not fall behind. Streaming services now account for 41.4% of TV viewing, meaning there’s a significant opportunity to rethink marketing and ad strategies in this space. Balancing ad load is a necessity. While a slight decrease in ads per hour is encouraging, it’s important to avoid overwhelming viewers. With viewing sessions increasing nearly 7% year-over-year, this is a prime opportunity for brands to engage audiences more effectively. Transitioning budgets from linear to CTV is not just strategic but necessary. #CTV #Advertising #MarketingStrategy #ViewerEngagement #Marketing

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🔥 Piping hot video marketplace insights from the leader in premium 🔥 CTV is now the dominant device for watching ad-supported content, accounting for 83% of U.S. ad views and 46% in Europe. As more viewers shift to connected devices, advertisers have new opportunities to reach audiences. Read more in the 1H 2024 report. #FreeWheelEmp https://bit.ly/489h0vq

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Earlier today, Omnicom announced a strategic partnership with Amazon around its Amazon Ads service. This partnership will connect audience data to browsing and shopping insights. Annalect's Chief Experience Officer, Clarissa Season, noted the following: “We‘ve created an ecosystem that allows us to connect viewership data to audience data to the Amazon sales data, with the addition of Flywheel. We’re able to say . . . Here’s the consumer we want to go after, here’s what they’re watching. And then, what did they buy as a result of being exposed to that ad? It really is kind of full funnel.” See the full Digiday article here: https://lnkd.in/eb_YxSSt #CannesLions #OmnicomCannes

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This is big news, both for the CTV programmatic supply-demand ecosystem, but also for how various players might look to increase their own monetisation opportunities. Walled gardens continue to dominate the ad inventory space, and CTV ads are going the same way with even more fragmentation. It'll be fascinating to watch how The Trade Desk will collaborate and compete with it's frenemies once their TV OS formally debuts in the market. #TTD #CTVads #TVOS #Google #Roku #programmatic #Amazon #Tizen #WebOS

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Across different niches, from B2C to B2B, we've seen a decline in new subscriber conversions ranging from 5% to 30%. Read more 👉 https://lttr.ai/AT0pQ #subscription #recurringrevenue #subscriptioneconomy #subscriptionmodel #subscriptionbusiness #membership #subscriptionservice #b2b #b2c

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Dynamic creative optimization’s fade into the shadows has prevented many advertisers from recognizing its capacity to help meet rising CTV challenges and expectations. James Grant, SVP of ATV Partnerships, explains why CTV advertisers need to put DCO back in the spotlight in this The Media Leader UK byline. See what he had to say 👉 https://lnkd.in/eyFux97s #DCO #ProgrammaticAdvertising #AudienceTargeting

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Your digital advertising just got a privacy reboot 🔒 Discover how data clean rooms enable brands and publishers to securely collaborate on audience insights while protecting customer data. LiveRamp's new guide explores 12 ways that top marketers: ✨ Build richer profiles from data locked in silos 🎯 Optimize targeting and frequency across walled gardens 📊 Measure granular ROAS and incrementality metrics Learn how smart marketers are turning signal loss into business wins: https://lnkd.in/d-xFJP_q #datacollaboration #dataprivacy #measurement

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