Catherine Perloff’s Post

This is it. This is the next generation of activation. This is the programmatic enablement of the entire ecosystem. This is the point where AI models will stop being subjugated to only one side or the other (buy/sell) and finally allowed to make decisions and optimizations across entire campaigns, all channels, all inventory options, and all aspects of performance. That means quality, performance, and enhanced experiences for everyone. It won't just be about bid optimizations or reach and/or frequency or sell-side inventory packages and private deals. It won't just be about guessing and making numbers align on your measurement report. We’ve finally arrived. Systems will be able to access audience data and marry those insights against premium inventory performance on an ongoing basis. That is massive. Side note: Years ago while completely re-envisioning our ad platforms at Aol/Oath/Verizon I used to talk about (really dream about) building what I called "the 6 field" buy. What I ended up pitching was a world where a buyer could log in and execute an entire omnichannel campaign by entering 6 fields on a form... I.e. "I am working on behalf of [insert brand name here] creating a campaign aimed at [insert campaign goal i.e. driving brand awareness] across [insert demo/geo/etc. targets] running from/to [date ranges] using these types of creatives [video, banners, etc.] and have [$XXX] to spend." That's it. The system does the rest. You get a full omnichannel plan with a few sliders to adjust spend/allocations/yield etc. Make few nudges to get the curves the way you (or the client) like, and that's it. Push the 'buy' button and go get a coffee. Putting publishers squarely in the mix and enabling this level of transparency, connectivity, and intelligence means the tech and PoC's are finally in the places they need to be. We weren’t ready back when, but we are now. This is the future the industry deserves - or at least the first steps. Super exciting - #openweb #transparency #adtech #programmatic #programmaticadvertising #ai #thetradedesk #kokai

The Trade Desk's new product, SP500+, centers publishers in the media buying process instead of audiences. It's a way for brands to work directly with high-quality publishers, like those we represent at Mediavine. Curious to hear your thoughts on how this changes advertising.

According to the Programmatic Ad Spend forecast 2024 H1 research run by eMarketer, Programmatic growth will outpace nonprogrammatic—by a lot. "Programmatic wins on flexibility and fluidity. Challenges introduced by automation—including ad fraud and algorithmic bias—are far outweighed by the benefits. Programmatic offers agility in spending cadence and channel mix and is often favored by smaller advertisers who lack the resources to negotiate directly with publishers" #programmatic #digitaladvertising

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/eF9KbQx3

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/g52tAk2c

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/eVRJvKfE

This recent article on Unmade by TIM BURROWES is exactly what I can see happening in Retail Media if retailers (read- the new publishers) don't watch out for declining CPM's. I ran a premium publisher over the time that programmatic came to rise and it gutted our CPM's by 40%-80% - partly due to the tech fees, but also due to commoditisation of the asset. I can feel the same happening with placements in retail media as the industry (rightfully) demands more standardisation to compare apples with apples. It will lead to commoditising value assets that we have now. The frog in boiling water is an apt metaphor. #retailmedia https://lnkd.in/g4XKuftc

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/dEdsWBTt

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/g7Q4wYKd

When buying from "premium publishers” is yet again the best signal one can get, it does show just how much of an impact from signal loss we might have to expect. This has a lot of a “Back to the Future” vibe. This is how we sold ads back in 1998. You bought from Yahoo! b/c the assumption was the inventory was somehow better b/c it was on Yahoo!. You did so b/c there was no other signal. If you were lucky, pubs had surveyed their users for demo data. BTW, I am not saying this is not a good product announcement. It may well take off like gangbusters for @TheTradeDesk (and others). - https://lnkd.in/e4dkPyBV