Invalid traffic (IVT) is estimated to cost $72B globally by 2024, rising 33% from 2022. North America has the lowest rate (7.5%), while LinkedIn the highest (24.6%), projected to be $1.43B wasted in 2024. Industry and company size affect IVT rate; insurance, retail and larger companies have the most. To reduce ad spend waste, brands should diversify media mix & utilize strategies to mitigate IVT.
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Google is phasing out third-party cookies in Chrome. In 2024, the block of 1% will start, but Google provided workarounds. The Privacy Sandbox initiative prioritizes user privacy while allowing content and services.
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Google Bard has been updated to better analyze YouTube videos, so users can ask specific questions like ingredient amounts or tools used. This update allows for more engagement and richer conversations with the AI.
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Ad tech has progressed in the past 13 years, but many challenges remain. Publishers need better data strategies to reclaim customer ownership and combat MFA sites, brand safety issues, and news media. AI advances and Google’s cookie deprecation further complicate the situation, but it remains unclear if ad tech is ready to meet these new challenges.
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Vizio enters TVOS space with SmartCast OS to grow ad business, compete with Google, Amazon, Roku, etc. It offers unique FAST WatchFree+ service to succeed against competition and increase households with greater scale in advertising.
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Evan Shapiro reveals that the “big three” (Apple, Amazon, Google) dominate the digital space due to their multiple sources of revenue such as advertisements and services. Apple will focus on services such as App Store & Ads, while Google is facing an AI bubble. Meta recovered from losses with a strong Q3, showing a rebounding ad economy. Smaller players are struggling to compete against the big three’s controlling 59% of US ad spending.
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YouTube TV ended Q3 with 6.5-7.3 million subscribers, pushing virtual MVPDs to 20% of U.S. pay-TV customers. Google/ Alphabet boosting growth via second and third tier provider deals. DirecTV lost 500K subscribers in same quarter.
Read MoreVizio’s decision to license their Smartcast TV OS to other TV OEMs gives them access to a larger market, but they must compete with 8 other streaming OSs such as Roku OS, Google TV, Android TV, and Fire TV. It may be difficult for Vizio to give better deals than competitors, making it too late to fully leverage this strategy shift.
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Generative AI is hoovering up copyrighted work and churning out remixed literature, music and video of all varieties, increasingly competing with humans in quality and already far outpacing them in quantity. In a world of infinite AI-generated content, is it even possible to be a star?
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Amazon is developing a new OS, called Vega, for Fire TV to compete with Google and Apple in the market. The update promises quicker loading times, improved navigation and more content from Prime Video and Freevee.Fire TV updates have been released, alongside streaming sticks and soundbars. 5Devices offers a protection plan starting at $2.67/month.
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Q3 2023 saw cord-cutting accelerate, with Charter and Dish Network losing subscribers. YouTube TV likely increased due to Google promotions, while Hulu + Live TV data will be out Wednesday.
Read MoreYouTube’s Super Bowl LVII campaigns achieved 88% reach among adults 18-49, significantly outperforming linear TV (68%). Comscore found a 64% increase in CTV hours watched since 2020, emphasizing the importance of mixing campaigns between YouTube and linear TV for best results.YouTube’s Super Bowl LVII campaigns achieved 88% reach among adults 18-49, significantly outperforming linear TV (68%). Comscore found a 64% increase in CTV hours watched since 2020, emphasizing the importance of mixing campaigns between YouTube and linear TV for best results.
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