As we enter the next era of streaming, we have the opportunity to make privacy-forward audience solutions the new normal. Google is helping with Publisher Advertiser Identity Reconciliation (PAIR) — an identity solution that gives advertisers and publishers a new way to power their campaigns with first-party data. And at the #GoogleNewFront, Kristen O’Hara announced that we’re sharing the PAIR protocol with the IAB Tech Lab — so the industry as a whole can adopt privacy-forward audience solutions. Read more → https://goo.gle/4bg1Ep6
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As part of our biannual report, we shared the latest trends in digital political ads, and how political advertising needs to keep up with POLITICO reporter Mallory Culhane. Some of our key findings: 1️⃣ Political groups still have major gaps in digital spending v. commercial advertisers only increasing spend by 1 percentage point while commercial advertisers increased by 9. 2️⃣ Spending on digital platforms like Meta and Google have decreased by half between 2020-2022 and shifted to connected TVs (devices connected to the internet which are used for streaming services and browsing the web). See our full 2022 Digital Ads Report here: https://lnkd.in/gUi2CUyF
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Check out the latest from one of our favorite analysts in the biz! As usual, we couldn't agree more with Gijsbert Pols, PhD: #CTVadvertising is about so much more than just reach (even though it does have more daily users than any social media platform), it's also about #granulartargeting, brand-safe environments, rapidly evolving #attribution models, and powerful #programmatic ad delivery. Read on for more and stay tuned for exciting updates!
💡 Many interesting takeaways in Angela Watercutter's article about the end of the streaming wars for WIRED, but there is one assumption I would like to challenge: niche shows are not attractive for advertisers. 📈 #streamingservices are consumed on digital devices, particularly on #mobile and #connectedtv. That makes it possible to go way beyond reach when it comes to measurement, enabling advertisers to focus on ROI. Moreover, pragmatic buying as supported by DSPs such as tvScientific, Vibe.co and The Trade Desk allows advertisers to move much faster and adjust targeting according to results. 💰 #ctv is evolving in far more than a device used to consume video content, as Christian Knaebel frequently pointed out. It is going the central digital hub for households. Last year, we already saw numerous experiments of companies directly selling products within specific TV shows. 💪 All of this plays into the hands of niche television shows with a dedicated fanbase. Sure, a 70s sitcom will not be valuable for the bulk of advertisers, but for some it can prove to be a goldmine. #adtech is here to help advertisers identify and utilise these goldmines and eventually, our metrics will end up being decisive for TV producers too. https://lnkd.in/eesv3wAu
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Connected TV has revolutionized the way viewers consume content, and advertisers have taken notice. However, with the surge in CTV advertising comes a concerning development. The CTV Currency Bubble may be inflating metrics and giving a false representation of engagement and viewership. It's vital for all advertisers to reassess our strategies and prioritize transparency and accuracy in CTV advertising. Are we overestimating the impact and reach of CTV ads? Is the data we rely on flawed? Read the full article and share your thoughts in the comments. https://lnkd.in/eWHwbwEg #CTV #Advertising #Media #Transparency #Metrics #Measurement #IndustryExperts
We’re in a CTV currency bubble – and it’s time to pop it
thedrum.com
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Nielsen is expanding its CTV measurement of YouTube into 11 markets so it seems an appropriate time to find out a little more about what the new service will provide. Our Research Director Richard Marks talks with Deirdre Thomas, Chief Product Officer at Nielsen Audience Measurement. Richard explores with Deirdre the way in which data is received from YouTube in a privacy-safe way and determines whether this involves Virtual IDs or some other approach. They also discuss the issues that have arisen in the past around YouTube’s (and other platforms’) self-reported data and how the data is being validated. Nielsen plans to include mobile, computer and CTV data. What plans are there to include other linear TV data market by market and what is the timeline for delivery of the service? Finally, the discussion turns to where this sits alongside the WFA North Star cross-media initiative and Project Halo. The UK is listed as one of the markets being included in this roll-out and Richard wonders how this new service aligns with ISBA's Project Origin given that YouTube is a key driver of that undertaking. #advertising #CTV #YouTube #television #streaming
asiCast 171: Nielsen and YouTube expand measurement to CTVs - ASI
https://www.asiconferences.com
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💡 Many interesting takeaways in Angela Watercutter's article about the end of the streaming wars for WIRED, but there is one assumption I would like to challenge: niche shows are not attractive for advertisers. 📈 #streamingservices are consumed on digital devices, particularly on #mobile and #connectedtv. That makes it possible to go way beyond reach when it comes to measurement, enabling advertisers to focus on ROI. Moreover, pragmatic buying as supported by DSPs such as tvScientific, Vibe.co and The Trade Desk allows advertisers to move much faster and adjust targeting according to results. 💰 #ctv is evolving in far more than a device used to consume video content, as Christian Knaebel frequently pointed out. It is going the central digital hub for households. Last year, we already saw numerous experiments of companies directly selling products within specific TV shows. 💪 All of this plays into the hands of niche television shows with a dedicated fanbase. Sure, a 70s sitcom will not be valuable for the bulk of advertisers, but for some it can prove to be a goldmine. #adtech is here to help advertisers identify and utilise these goldmines and eventually, our metrics will end up being decisive for TV producers too. https://lnkd.in/eesv3wAu
The Anticlimactic Death of the Streaming Wars
wired.com
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GOOGLE and META buy linear television ads? Yes! Technology and Digital corporations have not shied away from the use of linear television and didn't put all their money in digital media like online and mobile video. Google and Meta both companies not only spent significant dollars on television, but the TV dollars far exceeded other forms of advertising, including digital: --Google spent $141 million on television ads in the first half of 2023, far exceeding the amounts on internet display ($33 million), online video ($7 million) and mobile video ($3.6 million). --Meta Platforms spent $67 million on television ads, while spending just $8 million on internet display, $5 million on internet search, and $2 million each on mobile video and online video, just to name a few. What better example of the power of television than the giants of the digital world using it for their continued success! #linertv #broadcasttv #mediaspend #mediaspendtv Source: Hadassa Gerber EVP, Chief Research Officer, TVB Vivvix data
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Last week, we shared a chart highlighting how Big Tech companies, despite becoming a growing ‘player’ in the sports media rights space, are spending <2% of subscription & ad revenue on sports content, which represents a tremendous opportunity. Big Tech is a larger and more global rights buyer than its traditional counterparts and its monthly active users dwarf those of the OTA and pay TV ecosystem. As sports leagues strive for greater reach – domestically and internationally – Big Tech’s distribution potential makes them increasingly attractive platforms (and partners). Today’s #ArctosInsights ‘Chart of the Week’ showcases each Big Tech subscription platform’s penetration across active households in the U.S. compared to ‘Legacy TV’, as well as which major league properties they are aligned with. While Legacy Pay TV is currently comprised of all linear video, we believe that loss-leading streaming platforms like HBO Max, Peacock, and Paramount+ will be re-bundled over time. As we consider the future of media consumption, we believe the competition will shift from “who will win streaming” to “who will win video” with Legacy Pay TV competing against each of the Big Tech platforms. #MediaRights #Streaming #BigTech
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Hello Friday! 👾 mediaQX continue to curate each week the latest news from the industry here are the headlines: - Fewer ad dollars expected as TV upfront nears end. As the TV networks cut rates, buyers urged their clients to start committing to deals. - Netflix plans to offer “episodic” campaigns that would present sequential ads across related shows. - The collaboration of Roku and FreeWheel fuels greater interoperability, automation, quality and results for publishers. - A new study confirms that reality for consumers while also showing that ad overexposure on CTV hurts streamers as much as brands. For more: ⬇ https://bit.ly/3rvIXfS #tvupfront #adsales #adnegotiations #adcommitments #adtech #publishers #adexposure #repeatingads #adfrequency #viewerexperience
Weekly Newsletter | July 13 | MediaQX
mediaqx.com
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