Programmatic CTV is in its Consolidation Phase
CTV advertisers seek cost-efficiency via supply consolidation, parameterization and single ad server to reduce bid duplications and ad repetitions.
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Sustainable Ad Practices: Good for the Planet, and the Bottom Line
Brands face pressure to reduce their carbon footprints from online ad campaigns. Solutions include KPI metrics, targeting optimization, optimizing tech stacks and creative, reducing programmatic buying, using green ad tech providers with AI cautiously, and partnering with independent auditors.
Read MoreThe Great Divide for Streaming Video – Industry Voices: Buffone
Vevo has partnered with Publica to expand its CTV inventory and add programmatic capabilities. It uses ad pod decisioning and competitive separation for a better user experience. By 2025, 89% of CTV ad spend is likely to be programmatic.
Read MoreThe Case for and Against Netflix’s Premature Venture into Programmatic Advertising
Netflix’s programmatic ad efforts are hindered by limited user numbers, expensive costs and an lack of proper measurement tools. It has partnered with Microsoft Advertising, but this adds a data fee which makes it cost-inefficient. In order to maximize its potential rewards, better tools need to be implemented soon.Netflix’s programmatic ad efforts are hindered by limited user numbers, expensive costs and an lack of proper measurement tools. It has partnered with Microsoft Advertising, but this adds a data fee which makes it cost-inefficient. In order to maximize its potential rewards, better tools need to be implemented soon.
Read MoreParamount CTV Ad Inventory Now Directly Accessible By SSPs
Paramount Advertising launches Conduit, integrating SSPs with EyeQ ad sales platform, streamlining planning and reducing ad repetition for CTV viewers and brands. FreeWheel enables unified ad-decisioning platform to meet programmatic needs, reaching 90 million uniques monthly for global scale.Paramount Advertising launches Conduit, integrating SSPs with EyeQ ad sales platform, streamlining planning and reducing ad repetition for CTV viewers and brands. FreeWheel enables unified ad-decisioning platform to meet programmatic needs, reaching 90 million uniques monthly for global scale.
Read MoreYet Another Programmatic Problem, Bid Duplication, Gets Fresh Attention
FreeWheel’s Smart Bidding project aims to reduce bid duplication, an issue for the programmatic ad ecosystem. Companies are taking measures such as reducing SSPs/resellers and using tools to cut middlemen. However, economic incentives slow progress and blog posts accusing FreeWheel persist. This solution seeks to address the problem.FreeWheel’s Smart Bidding project aims to reduce bid duplication, an issue for the programmatic ad ecosystem. Companies are taking measures such as reducing SSPs/resellers and using tools to cut middlemen. However, economic incentives slow progress and blog posts accusing FreeWheel persist. This solution seeks to address the problem.
Read MoreAd Targeting and Measurement on Disney+ Gets an Upgrade
Disney+ celebrated its first birthday with new ad targeting, measurement options, and programmatic buying. Advertiser demand has increased due to improved targeting effectiveness, resulting in more spend on streaming. Brands are taking advantage of Disney+’s first-party data graph, biddable inventory, reach & frequency metrics, and outcomes-based metrics.Disney+ celebrated its first birthday with new ad targeting, measurement options, and programmatic buying. Advertiser demand has increased due to improved targeting effectiveness, resulting in more spend on streaming. Brands are taking advantage of Disney+’s first-party data graph, biddable inventory, reach & frequency metrics, and outcomes-based metrics.
Read MoreAMC Networks Brings Programmatic Ad Buying to Linear
AMC Networks launches new capabilities for linear TV advertising, allowing L’Oreal to use programmatic ad buying platforms to manage reach and frequency. Addressable is also available with the launch of AMC+ in September.AMC Networks launches new capabilities for linear TV advertising, allowing L’Oreal to use programmatic ad buying platforms to manage reach and frequency. Addressable is also available with the launch of AMC+ in September.
Read MoreNetflix to ‘Educate’ Consumers About Ads, Expand Measurement, Targeting
Netflix aims to outperform rivals in advertising through brand safety, engagement, and data-driven capabilities. It is introducing new ad formats, title sponsorships and collaborations with Microsoft to offer programmatic access and better measurement. 5 million have signed up to its ‘Basic With Ads’ plan, and Netflix projects a minimum 10% revenue from ads in the future.Netflix aims to outperform rivals in advertising through brand safety, engagement, and data-driven capabilities. It is introducing new ad formats, title sponsorships and collaborations with Microsoft to offer programmatic access and better measurement. 5 million have signed up to its ‘Basic With Ads’ plan, and Netflix projects a minimum 10% revenue from ads in the future.
Read MorevMVPD Apps Grab 70% of CTV Device Ad Spend, Hulu Leads N.A. CTV Developers
Pixalate’s Q2 2023 report revealed that vMVPD apps (eg Hulu, Philo and Pluto TV) accounted for 70% of global ad spend on leading smart TVs. On Roku and Samsung TV, Hulu had 44% and 29% revenue share, respectively. On Amazon Fire TV, Philo was the leader with 16%, followed by Hulu (15%) and Pluto (8%). Invalid Traffic rates were lower in these apps compared to non-vMVPDs.Pixalate’s Q2 2023 report revealed that vMVPD apps (eg Hulu, Philo and Pluto TV) accounted for 70% of global ad spend on leading smart TVs. On Roku and Samsung TV, Hulu had 44% and 29% revenue share, respectively. On Amazon Fire TV, Philo was the leader with 16%, followed by Hulu (15%) and Pluto (8%). Invalid Traffic rates were lower in these apps compared to non-vMVPDs.
Read MoreIndie Streamers Prove Their Value, Reaching 15% of U.S. Homes
The Independent Streaming Alliance (ISA) reached 15% of U.S. households in June. The Demand Working Group helps SSPs, DMPs, and brands/agencies buy/sell ads compliantly and efficiently via IO or programmatic buying platforms.The Independent Streaming Alliance (ISA) reached 15% of U.S. households in June. The Demand Working Group helps SSPs, DMPs, and brands/agencies buy/sell ads compliantly and efficiently via IO or programmatic buying platforms.
Read MoreContent, Not IP Addresses, Should Be the Focus of CTV Targeting
The CTV industry needs regulation and standardization to protect content control. Content-based targeting, instead of audience-based tracking, can help maintain data privacy standards while tracking what audiences are watching.The CTV industry needs regulation and standardization to protect content control. Content-based targeting, instead of audience-based tracking, can help maintain data privacy standards while tracking what audiences are watching.
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