Sara Porritt

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

3

1 Comment

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

19

2 Comments

From my perspective, it seems as though adjusting media types does little to combat Ad fraud. Instead, what makes this problem so prevalent is the lack of accountability in the programmatic supply chain. Firms leaning into advertising without any sort of accountability measures are met with an impossible Catch-22 wherein spending more leads to less impact and spending less delivers the same. #AdTech #Innovation #AdFraud

5

Part of the issue is frequency. What are your frequency limits and can you control it? Sometimes it may be a trade-off of programmatic buying - less control. Ask questions of your media channel.

2

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

14

1 Comment

A welcome reminder on the limitations of programmatic advertising despite its incredibly widespread use. The lack of transparency regarding where ads are displayed and the quality of placements remains a significant issue. Also, programmatic platforms may not always ensure brand safety, with ads appearing alongside inappropriate or harmful content. On top of that, relying solely on programmatic channels can limit the control advertisers have over ad placements and targeting parameters. And this is before we get to the demise of the 3rd party cookie. Interesting article to read and not surprised Bloomberg switched to a clean, direct-sold model. #DigitalAdvertising #Programmatic #Monetisation #OnlineAdvertising

5

What does the current TV media buying landscape look like? I think Nielson's Alison Gensheimer nails it on the head - "TV isn’t going anywhere, it’s going everywhere." Today's TV media buying landscape is becoming more like programmatic media buying, and I think that's a good thing. For advertisers, its always has been about finding the right audience, and now more than ever programmatic TV is leading the way and paving a path for how the future of linear TV buying will be done. #MediaBuying #TV #MediaBuyers #programmaticmediabuying

10

Giving AI a heart. ❤️ Megan Jones, Chief Media Officer at Digitas North America, joins Beet.TV's Leadership Series, presented by Seedtag. Moving the focus beyond efficiency, she discusses how AI is going to fuel creative ideas, make us smarter about audiences, and deepen the relationship brands have with consumers. “This kind of shift change, where you're evolving from just simply generative AI as an overall topic to contextual AI—which starts to bring in, I think, a more robust, less finite set of data signals—it's almost like giving AI a heart, not just a brain,” she says. Watch the full interview here 🎥: https://lnkd.in/d6hVtD_S #AI #ContextualAI #AdTech

3

📣 New Post on our blog! The Google Antitrust Trial: What CMOs and Marketing Executives Need to Know The Google antitrust trial could bring significant changes to the digital marketing landscape, especially for search and advertising. Potential outcomes?

9

Retail media networks need a deeper integration of DOOH with all its elements (The Media Leader): Sam Knights, CEO of SMG. The halo effect highlighted by Co-op and Circana’s study emphasises the huge potential wins to be had by integrating OOH into retail media network offerings more seamlessly. We’ve used a combination of retailer data, insights and previous campaign learnings to inform optimal site selection, creative direction and strategy. This data-centric […] #DOOH #digitalbillboards #digitalsignage

3

As election season ramps up, many brands might feel tempted to pause or reduce their ad spend due to concerns about political ad fatigue. But, according to new research from iSpot, there’s no need to go dark. In fact, 37% of consumers report paying more attention to non-political ads during this time. With the right strategy and careful messaging, your brand can still thrive—even in the midst of a heated election season. Check out this insightful piece from AdExchanger to learn more: https://lnkd.in/evE83mKs

15

What are the top five consumer trends that advertisers need to know about right now? Read this story to find out.

4

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

3

📺 TV advertising has evolved dramatically, shifting from age-and-gender targeting to advanced audience-based buying. Alison Levin, NBCUniversal’s president of advertising and partnerships, discusses this transformation on the latest AdExchanger Talks episode. Discover how advanced targeting improves ad relevance over traditional demo-based methods. Tune in to hear more!🎧

4

More than just media.

3

Upfront Buyers Push For Lower CPMs; Is Meta’s Pivot To Video Finally Paying Off? | AdExchanger : A good read for the new trends for digital paid advertising and the variety of options to generate better consumer engagement. #SEM #SEO #PPC #socialmediamarketing #displayadvertising #nativeadvertising #emailmarketing #retargeting #GoogleAds #FacebookAds #InstagramAds #LinkedInAds #TwitterAds #YouTubeAds

2

Always wonderful to partner and share insights with Nicole Schuman on employee communication. Transparency, trust and communication are key to the employee experience.

12

News about AdStorm out today in AdExchanger by senior editor, Alyssa Boyle. Boyle addresses the elephant in the room: "Naturally, the idea of individuals placing their own ads on TV – especially political ads – raises eyebrows due to all the legal crosshairs on political advertising." Then explains how AdStorm can do what no single company has managed to do yet. Get involved and put your money to work how YOU want it to work! #politics #adsmatter #advertising #vote https://lnkd.in/giqgutjk

3

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

39

5 Comments