Jerry Daykin’s Post

The Trade Desk’s stance here is impressive. Not only does taking this stance improve the advertiser side but it also creates a fair and balanced side among the publishers that already properly disclose if their video ad placements are in-stream or out-stream.

As The Trade Desk refines its criteria for premium publishers, focusing predominantly on CTV and major subscription platforms, it raises a critical question: are we seeing the genesis of a new elite in digital advertising, where access and visibility are reserved for the few? How can we ensure diverse media landscapes where smaller publishers aren't overshadowed by giants? A recent article in ADWEEK brings up an essential point related to this development. Transparency is crucial for The Trade Desk's approach to truly benefit the digital advertising ecosystem. Publishing the criteria used to determine these rankings would be beneficial. The Trade Desk could provide a framework that the industry could reference by creating distinct categories, such as the top 100 web publishers or the top 100 mobile publishers. Such detailed classifications foster transparency and help stakeholders understand the basis for these distinctions, making the information more practical and actionable for everyone involved.

Why programmatic is garbage for CTV advertisers and publishers.... we think differently, we think it is a great part of a hybrid approach of mixing addressable, self-service and direct...... https://lnkd.in/eTpqNMMc

This essay is a culmination of my experience working to get publishers the very best product and experience possible for their ad tech. Thank you to the Association of National Advertisers — it's symbolic I think that the ANA published this piece about publisher ad tech. The future of advertising on the internet is about simplifying things as much as possible and both sides of the market working together more closely to understand each other is a big step in the right direction. https://lnkd.in/eJBgDsCK

The $14bn Australian advertising sector is in unprecedented territory as huge volumes of new online video and streaming supply hits the market, just as advertiser demand declines and the tech platforms continue their marketshare romp – despite double-digit cost increases in search and social this year. Concerns about ‘unprecedented’ pressure on local media ad pricing, the surge in supply and the distorting effects of intermediaries repackaging media inventory – often at double the cost an advertiser can get direct from a publisher – has some senior industry executives drawing parallels to New Zealand’s collapsing local media market. The past year has seen New Zealand broadcast operations shuttered, newsrooms gutted and local content economics speared by Meta and Google’s march. In Australia, retailer media networks are also taking ad share – estimated this year to be as high as $1.7bn. Few would talk publicly to Mi3 about the current state of play in Australia – the underworld of tech, agency and media influence and fallout is considered too high in the current environment. But concerns are escalating, not just for the current advertising cycle but the longer term viability of Australian content businesses. 

In 2023, for the second year in a row, Facebook and Google accounted for less than half of all digital advertising spending. There are many reasons for the shift, but chief among them is the rising popularity of the open internet with consumers — and the premium content that can only be found there. Download the first edition of our new biannual report to discover why and how advertisers are gravitating to the premium internet — and access our list of the 100 most popular and engaging digital destinations on the open internet.

Useful chart on global ad revenues for big tech. It will be interesting to see whether steps to 'tame' the algorithm - such as those announced yesterday by Ofcom - will have an impact on ad revenues for some platforms.

It's been fun learning about the evolving AdTech industry through my work and friendship with John Shankman. Check out his latest article on the topic!

The open internet is at a tipping point. In 2022, Facebook and Google accounted for less than half of all digital advertising spending for the first time in a decade, a trend that accelerated in 2023. That comes as consumers now spend the majority of their time outside these Big Tech walled gardens — increasingly preferring the open internet.    The Trade Desk’s 'The Sellers and Publishers Report' examines why and how advertisers are gravitating to the best of the open internet. It highlights the impact of exciting new channels such as CTV and digital audio, and how a new open internet identity fabric is revaluing the internet right now. Learn more:

SCOOP: The Trade Desk has been letting buyers test SP500+, a new product which lets buyers target accross around 500 top publishers. The idea is to put publishers, and media quality, at the center of the media buying process, when it’s long been mostly focused on audiences & data. The product is currently in beta and there is not yet a timeline for general availability. https://lnkd.in/eXzaS-53