Garrison Dua

Great to be back at Programmatic I/O and catch up with familiar faces! If you want to learn more about what we’re doing at Screenverse, let’s connect! #ProgrammaticIO #AdTech #Screenverse 🚀

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Today, programmatic now accounts for three-fourths of all CTV transactions as digital video ad spending becomes more focused on performance-driven outcomes like sales, leads, and website actions. #AdSpend #Advertising #CTV #Programmatic

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I read a lot of mar-tech commentaries and like to share those that I find particularly insightful or well done.  That is true with Richy Glassberg’s industry critique of CTV targeting.  Those who know me, know that I always think ‘outside in’ from the consumer’s perspective.  The author reminds us (yet again) that chronically bad user experiences jeopardize the value exchange and bartering agreement that we have with consumers that underpins our entire ecosystem.  I believe the author’s comments on bad CTV ads apply to other media channels and commerce media as well.  Our industry is already going through a paradigm shift on many levels fueled by consumer privacy expectations, deeper government regulations, retail media, even more walled gardens, unsustainable data/media fragmentation, AI capabilities, etc.  Now is the time to thoughtfully invest in the changes we all know are ultimately necessary.  

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Sign up now for our webinar on June 5th on the exciting developments in leveraging first party data using LiveRamp to achieve stronger ROI.

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Digital shelf insights + smart media execution = efficient spending and better results. Profitero's Andrew Pearl breaks down this formula for success, and more, in this #RetailMediaThursdays episode: https://okt.to/0PbW7D

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✅🖥️ Mediapost (7/2): “The slow-moving marketplace was expected to some extent. This was accelerated by declines in overall legacy TV gross rating points -- and further complicated by streaming platforms' CPMs dropping like a stone due to the inclusion of Amazon Prime Video adding an ad-supported option that tossed big ad inventory supplies into the marketplace. A smaller contribution of new streaming ad inventory will come from Disney+ and Netflix adding in streaming advertising inventory to the overall marketplace. Still, some analysts expect scatter to play a major role in the 2024-25 TV season that traditionally starts in the third week in September. (One analyst) estimates the linear TV advertising scatter market for next season will barely change -- estimated to be $20.68B versus $20.48B for the 2023-24 TV season. At the same time, streaming scatter revenue will decline -- to $10.14B from $10.64B. The big winner? Streaming inventory sold in the upfront. It is poised for growth to $18.61B, rising dramatically from $13.55B. In line with viewing share that continues to rise, brands will boost their upfront streaming advertising coffers right now.” ⬇️ #streamingtv #ctvadvertising #upfronts #ott #avod #smarttv https://lnkd.in/eyMjgqJU

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✅⬇️ AdExchanger (5/24): “To some degree, the digitization of TV marketing is inevitable. Wall Street investors prefer advertising and media companies with the most promising long-term profitability. One way to get there is for streaming companies to access shopper data and strike partnerships with retailers to court advertisers with the promise of performance and attribution. Publishers want to relabel connected TV as a performance channel, (an analyst) said. But if that happens, she continued, “CTV will lose its cred” among buyers and brands as a viable replacement for legacy linear commercials. Say what you will about linear, but it’s a mass reach vehicle. And if CTV doesn’t provide the same reach opportunity, Wall Street may cool on public companies with a CTV advertising business, (the analyst) said. The reality is, upper-funnel channels, like streaming, have a strong downstream impact on outcomes even if they don’t directly drive a purchase. For example, CTV’s ability to drive mass reach and brand awareness is why more retail media spend is moving to streaming, said Max Willens, a senior analyst at eMarketer, also speaking at Programmatic I/O this week. According to eMarketer, the proportion of retail media spend going to CTV should grow from 12% this year to 20% by the end of 2027.” ⬇️ #shoppabletv #streamingtv #programamtic #ctv https://lnkd.in/eu7AbtTU

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Programmatic advertising's rise, now dominating over 90% of U.S. digital transactions, is a testament to its transformative power. As we move forward, PDOOH is poised to redefine the out-of-home space, with dynamic data-driven strategies leading the charge. Embracing this evolution offers brands a unique opportunity to engage more effectively, especially as the demand for sustainability and personalization grows. #DOOH #Advertising #Media #ProgrammaticAdvertising

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✅🖥️ AdExchanger (8/1): “Roku added 2MM HH accounts last quarter, bringing its total to 83.6MM. And advertisers can match these Roku accounts with UID2 identifiers to target their audience on Roku. By adding UID2, Roku advertisers will be able to “achieve more precise targeting,” said Charlie Collier, president of Roku Media. And Roku advertisers who want to use UID2 can use the Roku Exchange, a more direct, data-enriched path between Roku supply and programmatic demand launched in June. Roku Exchange is integrated with an array of DSPs, including The Trade Desk. Roku’s new integration with The Trade Desk is only a couple of months old, Collier said, but “we’re pleased with the progress and we think this will continue to drive demand [to Roku].” ⬇️ #streamingtv #ctv #ott #smarttv #tvos #cordcutting #programmatic https://lnkd.in/ekZP8fna

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💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

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The IAB Predicts Social Video Will Overtake CTV This Year. Social video “is taking more of a lead over CTV” because it provides better campaign reporting based on an advertiser’s preferred business outcomes, a capability that CTV lacks in comparison. Marketers are under pressure to justify their investments by connecting their ads to results, which is why they’re raising investments in social video more than CTV this year. But in my experience while attribution remains the king, we need to think about incrementality. https://lnkd.in/dYze9K-3

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Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gBPjigx6

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Following the release of our guide, A Full-Funnel Approach to CTV Marketing in 2024, I wrote an article for AdExchanger highlighting key observations on shifting CTV viewing habits and how marketers can capitalize on these trends. Explore our guide to approach CTV marketing here: https://lnkd.in/eA24Mik7 📺: #adexchanger #wurl #ctv #marketing

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✅🖥️ DIGIDAY (5/2): “Telly, which offers people a free 4K Smart TV in exchange for more data-driven ads, made its NewFronts debut with demos of a half dozen new ad formats. For example, a new format called Telly T-Commerce integrates ads with a new way to buy products with a click. Another demo for its “Dual Screen Take Over” shows a Pepsi can pouring out on Telly’s main big screen while ice and liquid rise on the smaller second screen below. Along with its ad formats, Telly also announced new programmatic ad integrations with Index Exchange and Madhive along with expanded partnerships with PMG and other media agencies. Telly also debuted a new music app in collaboration with Vevo and a new fitness app that uses motion-tracking. Samba TV announced a new combination of AI tools for identifying content, targeting audiences and measurement ad performance. New features include using facial recognition to identify actors and athletes on the screen across scripted shows, reality programas and sports events. The new Samba AI platform also will use visual AI – to identify logos, objects and products for brands and competitors – and ways measure brand suitability by detecting language and violence.” ⬇️ #smarttv #streamingtv -#connectedtv #ai #newfronts #iab https://lnkd.in/eYWYHXZW

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Insightful commentary on the impact of political ad spend on local advertisers from Clelia Zattoni "Political ad spend drives saturation and inflates CPMs, particularly for local and regional businesses caught in political hotbeds. For example, we had to guide a furniture advertiser to reallocate their budget away from [specific] ZIP codes and congressional districts to avoid the rising CPM costs driven by political ad buys." AdExchanger

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The recently released IAB Digital Out of Home (DOOH) & In-Store Retail Media Playbook offers an in-depth look at how brands and retailers are collaborating to deliver an omnichannel consumer experience and implement closed-loop measurement. See the playbook to learn about: - Merchandising and In-Store Shopper Marketing - Consumer-Centric Strategies in Retail Media Advanced Measurement and Optimization - In-Store Venues and Zones Download the playbook now: https://bit.ly/3yZDH7O

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"Although there are exceptions to the rule, there are very few founding teams that are marvelous at groundbreaking innovation that can successfully make the transition to managing and operating at scale,"  Anyone who’s been with a company transitioning from startup to scale-up will relate to this. It's a bumpy ride. It’s a massive sea change when you get investment, but with that comes the need to 10X revenue. Tomorrow. Here are three observations that, from my experience, have made the difference in getting it right and getting to exit: Culture/People: When you start to scale rapidly, you need to be honest about the types of people you’ll need, while also holding on to what made the culture special. It’s a balancing act, but the truth is, some of the people who helped you reach base camp won’t be the ones to take you to the summit. Many will make that decision for themselves. The business won’t be the cool new kid anymore, and it just won’t be for them. Sometimes it’s the people you like and respect the most. That hurts. Too Many Horses in the Race: Any business, no matter the size, is usually trying to do too much with too little. As an exec team, you have to be ruthless and aligned on which horses you’re betting on. Some of the ones you’re sure will win fall at the first hurdle. Others, you really want them to win, but they just won’t, and you need to know when to call it quits. Make sure everyone, top to bottom, knows what the focus is. At Unruly, we put the quarterly objectives on the back of the toilet door—everyone knew exactly what we were doing and why. Be the Lighthouse in Your Sector: With influencer marketing, CTV, and retail media all exploding, competition for budgets is fierce. What I’ve found is that the secret to securing a seat at the table is measurement and insight. At Unruly, we built a tool to predict virality—not just because it was cool, but because it gave us credibility with brands and agencies. It made us a voice of authority in a noisy market full of unproven claims about how to go viral. In all of the above three sectors, there’s a real opportunity to lead the market. This is partly thanks to a whole range of amazing new tools that can give brands the confidence to invest. But it’s also because brands are now more open to sharing their data, allowing us to predict and model real-world outcomes. No surprise, this approach isn’t for the faint-hearted—but the reality is, fortune favours the brave. https://lnkd.in/e2JDJ32D.

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📺 𝐍𝐚𝐯𝐢𝐠𝐚𝐭𝐢𝐧𝐠 𝐭𝐡𝐞 𝐑𝐞𝐜𝐞𝐧𝐭 𝐏𝐥𝐮𝐭𝐨 𝐓𝐕 𝐏𝐫𝐨𝐠𝐫𝐚𝐦𝐦𝐚𝐭𝐢𝐜 𝐀𝐮𝐜𝐭𝐢𝐨𝐧 𝐂𝐨𝐧𝐭𝐫𝐨𝐯𝐞𝐫𝐬𝐲: 𝐊𝐞𝐲 𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐚𝐧𝐝 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐑𝐞𝐜𝐨𝐦𝐦𝐞𝐧𝐝𝐚𝐭𝐢𝐨𝐧𝐬 ADWEEK released an article regarding ad firms accusing Pluto TV of manipulating programmatic auctions to inflate media spending and prices. Here’s my breakdown of the situation, its implications, and strategic recommendations for brands and programmatic traders. 🚨 𝐓𝐡𝐞 𝐀𝐜𝐜𝐮𝐬𝐚𝐭𝐢𝐨𝐧: Pluto TV is alleged to be sending excessive bids for single ads, creating the illusion of inflated inventory. This practice leads to increased bid opportunities and higher spending on the platform. 🔑 𝐊𝐞𝐲 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬: - 𝐁𝐢𝐝 𝐑𝐞𝐪𝐮𝐞𝐬𝐭 𝐃𝐮𝐩𝐥𝐢𝐜𝐚𝐭𝐢𝐨𝐧: Pluto TV sends multiple bid requests for a single ad, increasing perceived scale and driving up prices. - 𝐃𝐢𝐬𝐩𝐫𝐨𝐩𝐨𝐫𝐭𝐢𝐨𝐧𝐚𝐭𝐞 𝐒𝐩𝐞𝐧𝐝𝐢𝐧𝐠: Pluto TV accounted for 22% of all CTV bid requests but only 0.8% of watch time, leading to higher unintended ad spend. - 𝐏𝐫𝐢𝐜𝐞 𝐃𝐢𝐬𝐜𝐫𝐞𝐩𝐚𝐧𝐜𝐢𝐞𝐬: Winning bids for Pluto TV were significantly higher above floor prices compared to other streamers. - 𝐀𝐝 𝐁𝐮𝐲𝐞𝐫 𝐀𝐜𝐭𝐢𝐨𝐧𝐬: Some ad buyers have stopped or limited purchasing from Pluto TV. 💡 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐑𝐞𝐜𝐨𝐦𝐦𝐞𝐧𝐝𝐚𝐭𝐢𝐨𝐧𝐬: - 𝐃𝐢𝐯𝐞𝐫𝐬𝐢𝐟𝐲 𝐈𝐧𝐯𝐞𝐧𝐭𝐨𝐫𝐲: Ensure a balanced spend across various platforms to avoid over-spend on any single publisher. This helps mitigate risks associated with inflated bid requests and spending. - 𝐈𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭 𝐓𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐭 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐞𝐬: Utilize inventory strategies like Audience-First, Channel-Specific, and Premier Streaming to maintain control over where your ads appear. Consider creating specific packages that include or exclude certain publishers based on performance and transparency. - 𝐌𝐨𝐧𝐢𝐭𝐨𝐫 𝐁𝐢𝐝 𝐑𝐞𝐪𝐮𝐞𝐬𝐭𝐬: Monitor bid request volumes and pricing to detect anomalies that could indicate inflated inventory. - 𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐞 𝐰𝐢𝐭𝐡 𝐏𝐚𝐫𝐭𝐧𝐞𝐫𝐬: Work with programmatic partners that ensure transparency and accountability in bid requests and inventory quality. 📢 𝐌𝐲 𝐓𝐚𝐤𝐞: It's all in the numbers. Over a 7-day period, Division-D’s bid requests from Pluto TV exceeded 80 billion, compared to Hulu (1.4 billion), Peacock (2.3 billion), and Max (650 million). While Pluto TV’s reach is undeniable, it’s crucial to approach its inventory with a strategic mindset. By diversifying our strategies and diligently monitoring, we can ensure effective and efficient ad spending. Programmatic traders and brands should prioritize transparency and balanced inventory to navigate these challenges successfully. #CTV #OTT #Advertising #DigitalMedia #Programmatic #DivisionD https://lnkd.in/gwcJQdJs

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