Raptive’s Post

Many media leaders have been saying for a while (and indeed it’s a challenge within the WFA’s latest Media Charter) that we want better ways of buying truly quality digital media - great to see The Trade Desk at least trying to innovate in this space. Certainly a start so interesting to see what others develop… and for any very ‘mainstream’ solution like this you’re going to want to top up with your own inclusion lists (or partnerships) with diverse or sector-specific media titles… Might help you find some of that ‘Diamond Attention’ 😉

In today’s “Big Tech Soap Opera” episode, Google is back in court as the U.S. gives its digital ad empire a side-eye. What’s at stake? Well, the digital ad world as we know it. We’re talking about billions of dollars and an ad ecosystem that touches nearly every brand and platform. Whether you’re on team regulation or team innovation, one thing is clear: the future of ad-tech is shifting, and Google might just have to rewrite the rules of the game. #Antitrust

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

Bid shading is an optimization practice offered by publishers for programmatic advertising buyers as an alternative to first-price auctions. These auctions often favor publishers, leading to increased costs for advertisers. Cognitiv’s study found that 70% of buyers pay an additional fee for bid shading, resulting in billions in waste. Read our latest blog to learn more about bid shading and its impact on advertisers 👉 https://lnkd.in/dpAqUNQs

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

Q4 is here—the most exciting time of the year for publishers!🥳 https://bit.ly/3NyTEpE With advertisers competing harder than ever for user attention, now’s the perfect opportunity to maximize your ad revenue. Don't miss these top tips to make the most of the final push and boost your earnings!🚀

Are you heading to #unBoxed2024? Join our session and hear how we are helping unite advertisers and publishers to power the next generation of programmatic advertising! Learn more about our flagship advertising conference: https://ads.amazon/4eguCqV

What sets Klever apart from other programmatic options? I get asked this question all the time and our CMO, Dave Winslow, sums it up nicely: 1. Our People - We are the HUMAN AdTech company. Technology is useless without the right people harnessing its power. 2. Our Technology - We've created our own AI models from the ground up to give our traders an undeniable competitive advantage. 3. Our Commitment to Sustainability - All of our campaigns are run Carbon Neutral without sacrificing campaign performance, ensuring your company/clients are able to help reach their own ESG goals.

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

Publishers, we need to talk about what's happening in your ad tech supply chain. Jounce Media's latest RTB report reveals some uncomfortable truths about where your revenue is really going. Here's the reality: publishers are currently managing an average of 24.4 direct sell-side platforms while juggling 15.2 resale partners. If that sounds excessive, that's because it is. And it's costing you money. Want to see the complete analysis and learn how to protect your revenue? Read our key takeaways from the November Jounce RTB Supply Path Benchmarking Report: https://bit.ly/3UG7Voi #AdTech #PublisherRevenue #Monetization #HeaderBidding #ProgrammaticAds