Digiday’s Post

🚀 𝗜𝗻𝘁𝗼 𝘁𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲: 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗪𝗶𝘁𝗵𝗼𝘂𝘁 𝗖𝗼𝗼𝗸𝗶𝗲𝘀! 🍪🚫 Although Google has extended the timeline for phasing out cookies, this reprieve offers a chance to rethink the advertising landscape, particularly in Retail Media. So, what does this mean for the industry? Is the buzz around a cookie-free future just hype, or is there more beneath the surface? 💡 𝗧𝗵𝗲 𝗿𝗲𝗮𝗹𝗶𝘁𝘆 𝗶𝘀 𝗰𝗹𝗲𝗮𝗿: 𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗲𝗱𝗶𝗮 𝗶𝘀 𝘁𝗵𝗿𝗶𝘃𝗶𝗻𝗴 – 𝗮𝗻𝗱 𝗶𝘁'𝘀 𝗻𝗼𝘁 𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝗼𝗳 𝗰𝗼𝗼𝗸𝗶𝗲𝘀. It's driven by real, measurable business outcomes. Traditional cookie-based advertising is becoming less effective, pushing us toward innovative solutions. The future lies in cookieless environments like Connected TV (CTV), Digital Out-of-Home (DOOH), and Social Media. One particularly promising area is CTV. Industry giants like RTL and ProSiebenSat.1 generate a combined €300 million in digital TV ads, with no signs of slowing down. This creates a tremendous opportunity for brands like Douglas to leverage their 1st-party data in a fast-growing market. 📺 🤝 𝗡𝗲𝘄 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀, 𝗡𝗲𝘄 𝗣𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀! Forming alliances with broadcasters and agencies is more important than ever, particularly in TV-centric markets like Italy, where these collaborations can substantially boost revenue. 🚀 🍿 Looking ahead, IP address protection might soon become a bigger concern than cookies. One thing is certain: the landscape is evolving rapidly, and those who strategically position themselves now are poised to lead the way! Join the waitlist for our Self-Service Platform and gain exclusive access to the future's best Retail Media solutions! https://lnkd.in/eM_FE9Cb #RetailMedia #DOUGLASMarketingSolutions #CTV #AdvertisingWithoutCookies #DigitalAdvertising

Amidst all of the news yesterday, this announcement is flying a little under the radar coming out of CES and it’s as smart as it is, well, obvious. I don’t mean to sound flip, as this kind of collaboration would be utterly unheard of in past eras, but in 2025 it makes a TON of sense. TLDR:  NBCUniversal, Fox Corp., Warner Bros. Discovery, DirecTV and Comcast are joining forces to launch Universal Ads, offering their collective video media inventory across their traditional linear networks, streaming, FAST and digital channels all via one 'publisher'. Smart, right? While the effort ostensibly targets small-to-medium sized business, it's really taking aim at the massive self-serve digital buying platforms of social giants like Meta and Google for thousands and thousands of advertisers who don’t come to the Upfronts every year. It will likely use the same (or similar) programmatic infrastructure the social giants have been using for years, being implemented for these companies' transition to CTV. The timing here is pretty smart too. The initiative was announced at CES (naturally), a day after Meta announced the elimination of its Fact Checking Program, casting a little bit of a shadow over that platform’s commitment to brand safety (at least on paper). Hat tip to Mark Marshall for the Joe’s Pizza shout out. I think I want a shirt.

🌟 Day One at #AdvertisingWeek in NYC was incredibly insightful! Here are some key takeaways from the sessions I attended: 📈 **Google's Anti-Trust Case**: Discussions centered on how the outcome could reshape Google's business practices and our internet usage. The need for regulatory intervention to ensure fair competition was underscored. 📺 **Addressing Addressable TV**: CTV offers a personalized advertising experience, utilizing data to create relevant ads and making it a powerful tool for advertisers. 🔍 **Data and Technology in CTV**: The role of data in transforming advertising was emphasized. Integrating streaming components has enhanced campaign effectiveness. 📊 **Trends in CTV**: Increased advertising inventory, live streaming of sports, and shoppable ads are making CTV more attractive to advertisers. 🔗 **Challenges and Opportunities in CTV**: There is a need for better transparency and control in CTV advertising. Direct connections between buying platforms and ad servers are crucial for improved strategies. 🚀 **Future of CTV**: Optimism about CTV's future with programmatic and automated solutions was expressed, alongside the importance of dynamic content optimization for personalized and engaging ads. #AdvertisingWeekNYC #CTV #DigitalMarketing #AdTech #Innovation #Advertising 📊🚀📺🔍

Google has unveiled its new Google TV advertising network, offering targeted, in-stream video inventory across over 125 channels. This innovative platform allows advertisers to leverage advanced ad technology and premium inventory to reach a vast audience. With updates to Google Ad Manager, publishers now have greater control over ad placement, ensuring optimal ad performance and compliance with regional regulations. Discover how Google TV can revolutionize your advertising strategy today! #GoogleTV #ConnectedTV #DigitalAdvertising #AdTech #MarketingInnovation #VideoAds #ProgrammaticAdvertising #GoogleAdManager #MarketingStrategy #AdvertisingSolutions

Google has unveiled its new Google TV advertising network, offering targeted, in-stream video inventory across over 125 channels. This innovative platform allows advertisers to leverage advanced ad technology and premium inventory to reach a vast audience. With updates to Google Ad Manager, publishers now have greater control over ad placement, ensuring optimal ad performance and compliance with regional regulations. Discover how Google TV can revolutionize your advertising strategy today! #GoogleTV #ConnectedTV #DigitalAdvertising #AdTech #MarketingInnovation #VideoAds #ProgrammaticAdvertising #GoogleAdManager #MarketingStrategy #AdvertisingSolutions

Universal Ads is for the millions of advertisers that have built their business on social video but are "looking to have their brand and their business associated in content that is brand safe, that is transparent, that is engaging, that is performative." Comcast Advertising President James Rooke lays out the simple case for Universal Ads during a #CES Panel. #EffectvEmp

Universal Ads is for the millions of advertisers that have built their business on social video but are "looking to have their brand and their business associated in content that is brand safe, that is transparent, that is engaging, that is performative." Comcast Advertising President James Rooke lays out the simple case for Universal Ads during a #CES Panel. #EffectvEmp

While of course I wanted to see Katya Shkolnik, Head of Partnerships at Future Today Inc (possibly my longest friendship in #adtech – met her on my third day in the industry!), and Katie Barrett, Head of Strategic Sales, LG Ad Solutions, share insights on #CTV at AdMonsters #OpsNY, I was really intrigued by the description of the talk: how do we stop the race to the bottom in CTV? Somehow the race to the bottom in web keeps descending further, so how do we avoid the same fate in CTV? Shkolnik notes that prices (CPMs) have gone down a bit across the industry—because there were fewer CTV-only focused publishers a few years back, and it's become more crowded and now we're all fiercely fighting over brand dollars. Key to preventing a race to the bottom? Need to look at outcomes as a result--if we look at eCPMs, we're going to get stuck in the same spot as web, optimizing to foolish metrics that really aren't valuable to an advertiser's business. And then there will just be more and more players undercutting each other to get a leg up... And as I ask, "Once you start deep discounting, those CPMs don't really come back up, do they?" With a grimace, Shkolnik says, "Have you ever seen them rebound?" Nope, they'll just keep going lower. Linear TV was all about branding, but streaming has fallen into digital attribution models—branding is not enough, there has to be ties to outcomes. That's where stuff like shoppable ads come in; and hey, the targeting is pretty good! "I love ACR!" says Barrett. "It's the glue that kind of solves the fragmentation." Every brand will use it in a different way—suppression can be a tactic if you're going for people that watch minimal amounts of TV content. Consolidation is important, she adds—there are only 20-30 serious streaming apps, and you can reach them all via OEMs. Shkolnik agrees: there are less walled gardens in CTV because everyone has to figure out how to play together. So some advice for streamers in avoiding the race to the bottom? • Work with less arbitrage, less hops! Update your apps.txt continuously--if you stop working with a partner, take 'em off! • Premium doesn't have to be some big name brand—Shkolnik knows a few channels with B-grade sci-fi and fantasy content that have crazy viewer session lengths and engagement. (I feel seen with this comment.) It's all about examining audience behaviors. • UX is important—sometimes we walk away from ads simply to offer consumers better experience.

𝐓𝐞𝐥𝐞𝐯𝐢𝐬𝐢𝐨𝐧'𝐬 𝐍𝐞𝐰 𝐄𝐫𝐚 𝐁𝐞𝐠𝐢𝐧𝐬. Here’s a snapshot of today’s advertising landscape: Social media is poised to take the crown. The latest 𝘎𝘭𝘰𝘣𝘢𝘭 𝘈𝘥 𝘛𝘳𝘦𝘯𝘥𝘴 𝘳𝘦𝘱𝘰𝘳𝘵 shows that platforms owned by Meta could soon outpace the entire global linear TV industry in ad revenue. This isn't just about big numbers — it's about a shift in where audiences spend their time. But consider this: Television is not dying - It's evolving. The narrative that TV is losing ground is popular, but let's look deeper. The emergence of Connected TV (CTV) and its current investment stats tell a broader story of adaptation and growth. Despite CTV ad investments being a drop in the ocean compared to the colossal $526.8 billion global internet ad market and the brand's challenges to measure incremental reach, it’s a space brimming with potential. YouTube’s ad spend in 2024 is projected to outshine the entire CTV ecosystem still, but with the gap predicted to shrink to $3.9B. What does this mean for marketers and brands? Opportunity. The implications for strategy and media planning are enormous. We're not just watching a shift; we're part of it. I hope you find this chart useful, where I’ve combined data from the brilliant Warc Reports. Link in the comments - Kudos to the WARC Media team for their stellar research! Alex Brownsell, Celeste H., James McDonald, Suzy Young, Xiaoyu Chen and the SVP Content David Tiltman

It seems as though we have a search monopoly and GARM is shutting down due to a lawsuit; but that's not all this week... The Trade Desk UID 2.0 integrates with Roku. Universal IDs are only as good as their scale & Roku has scale 🏆 Amagi Corporation partners with Anoki Inc to enhance Contextual CTV FAST capabilities. AI is the perfect tool to help FAST channels catch up to premium networks 📺 Exciting stuff from Raghu Kodige Nielsen & Innovid streamline cross media ads workflow. Less operational friction for advertisers is always a step in the right direction 😎 The Walt Disney Company launches National Geographic Immersive Experience on Apple Pro. Maximizing the value of content is more than just selling ads 🦩 Adalytics challenges Brand Safety Providers. It feels like this space is ripe for disruption ⚡️ ReachTV introduces in-stream ad inventory in live sports. Digital OOH in not just static ads 🏟️ Anthony Caccioppoli doing big things! WonderAds teams up with Tatari to democratize TV advertising. Give SMBs the tools they need and you unlock a massive purchasing power 💪 Anna Koicheva can tell you all about it :)