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#FridayFind: Warner Bros. Discovery has turned to programmatic guaranteed in its latest attempt to capture more ad dollars, and is making deals like one announced between Warner Bros. Discovery Sports and CNN International create marketplace for sports and political ad dollars. This is good news for advertisers looking to reach sports and political audiences at scale on premium inventory during a year of big sporting and political events in Europe and the U.S., as WBD Connect pledges to reach 350 million global monthly digital unique users across 2 billion average monthly placements. “For advertisers and agencies it [programmatic guaranteed] significantly simplifies access and buying routes where publishers, like the newly announced WBD Connect, are making their inventory available through partners like Magnite, available to access buying across all demand-side platforms,” said Paul Bland, head of biddable, Havas Media Network U.K. “This removes barriers to inventory access in this way will be seen as a positive over single-DSP inventory solutions.” Read more about this opportunity in Digiday here: #programmaticadvertising #advertising #programmaticguaranteed 

Let's talk about Olympics now. The Paris Summer Olympics are just around the corner, This isn't just another Olympics; it's a historic return to Paris, which last hosted the Games a century ago in 1924. But here's the twist—there’s a programmatic spin to it! NBCUniversal and Warner Bros. Discovery are shaking up Olympic advertising with cutting-edge programmatic ad opportunities. By bringing inventory on Peacock and Eurosport to private marketplaces, they're democratizing access to the Olympic audience for brands of all sizes. This game-changer allows smaller advertisers to get in on the Olympic action, a space traditionally dominated by industry giants. In Q1 2024, 38% of brands upped their programmatic spend, underscoring this booming trend. With NBCU gunning to dominate online audience sales and WBD rolling out WBD Connect, the future of Olympic advertising has never looked brighter! Get ready for a new era in Olympic advertising! #Advertising #Olympics #NBCUniversal #WarnerBrosDiscovery #ProgrammaticAds #MarketingInnovation https://lnkd.in/gQw-vwdH

Great insight from AdExchanger. As we all know the '24 Paris Olympics marks a historic moment for programmatic advertising, opening the door for a diverse range of advertisers to access premium ad slots during this global event. For the first time, NBCUniversal is offering programmatic buying options for all events, totaling over 5,000 hours of content on Peacock and other platforms. This new approach enables smaller and medium-sized brands to compete alongside industry giants with real-time ad placements. This is certainly set to transform the advertising landscape, allowing brands to engage with audiences more dynamically and cost-effectively. The integration of programmatic technology by NBCUniversal and The Trade Desk ensures that advertisers can bid on ad space with incredible flexibility and precision, making it easier to target specific audiences based on viewing habits and content context. For the programmatic community, this represents a significant advancement in accessibility and innovation, providing valuable opportunities to test new strategies and reach global audiences effectively. This development is expected to drive substantial ad revenue and engagement, setting a new standard for future large-scale events. #programmaticadvertising #olympics2024 #digitalmarketing #adtech https://lnkd.in/ezZStF5U

✅🖥️ DIGIDAY (6/27): “NBCU and Warner Bros. Discovery (WBD) are making inventory on the Peacock streaming platform and the Eurosport website and supporting apps available to buy in private marketplaces (PMP for programmatic advertisers). That development could mean brands with smaller budgets can access huge Olympic audiences previously fenced off to big spenders. Peacock is set to carry the entire Olympic schedule — over 5,000 hours of live sports — and ads running against that coverage will all be available to buy programmatically, via a partnership with ad tech provider The Trade Desk. At the same time, Warner Bros. Discovery, which holds coverage rights across Europe via its Eurosport brand, has also begun to make inventory on its Olympic coverage available programmatically. It launched a new marketplace in May, WBD Connect, which gives advertisers access to ad inventory across CNN International Commercial (CNNIC) and WBD Sports Europe, including Eurosport, in partnership with ad tech vendor Magnite. While Eurosport streaming ads WBD’s streaming platforms Max and discovery+ will not be available to buy programmatically, the publisher has put ads on the Eurosport website and apps on the table. Like NBCU, the majority of WBD’s inventory is available via PMPs, though it’s also making a limited inventory available to the open market via pre-bid and in-app mediation.” ⬇️ #streamingtv #programmatic #olympics #ctv #ott #avod #smarttv https://lnkd.in/eeGpq4d7

Publishers Report Rise in Private Programmatic Revenue Amid Mixed Open Market, as Streaming Takes Center Stage in $76 Billion NBA Media Rights Deal 📈🏀 Media Briefing: Publishers say private programmatic revenue is up – but open is a mixed bag 🤑 Publishers saw an improvement in direct-sold #ads in H1 2024 compared to 2023, but the #programmatic market was mixed. Half reported slow open market revenue due to traffic and macro pressures, while the other half saw #growth from traffic improvements and adjustments for cookie deprecation. Private programmatic deals are rising. What does this mean for you? 🤔 The improvement in direct-sold ads and the rise of private programmatic deals provide #publishers with more stable and higher revenue streams, while advertisers benefit from more controlled and #targeted ad placements, leading to better performance and higher engagement. @Digiday https://lnkd.in/gRu38QA4 Streaming Is the Star of a Reported $76 Billion NBA Media Rights Deal 🏀 The NBA has reached an 11-year deal worth about $76 billion with Amazon and ESPN. Warner Bros. Discovery may challenge Amazon's share. TNT, which has broadcast NBA games for 40 years, faces changes with Charles Barkley's announced retirement. This deal marks a shift towards #streaming, with significant ad opportunities for brands on platforms like Amazon and Peacock. What does this mean for you? 🤔 The NBA's new streaming-centric deal enhances publishers' and #advertisers' reach and engagement by providing more targeted ad opportunities on platforms like Amazon and Peacock. This shift allows #brands to tap into a larger, more interactive audience, boosting ad effectiveness and sales. ADWEEK https://lnkd.in/dttJXsQ3 Stay informed, stay ahead with your weekly news roundup on the digital advertising market, #CTV and mobile #ads. Start your week well-informed and in no time ⏰

Interesting news for ads marketers—the 2024 Paris Olympics are going full programmatic. Here’s why this is pretty cool for us marketing folks: NBCUniversal the broadcaster for this summer's Olympic Games, will offer some of its ad inventory programmatically for the first time ever,m. It was announced during the One24 tech showcase. Partnering with The Trade Desk, NBCUniversal will build a private marketplace allowing advertisers to bid on events from the US Olympic Trials to the Paris games. This aligns perfectly with NBCUniversal's push to open up more TV inventory to the programmatic world, witnessing a 40% increase in advertisers, largely driven by programmatic access. With over 30% of Peacock ads already sold programmatically, this is a golden opportunity to tap into premium environments in an automated way. This means there's immense potential for marketers to reach broader audiences and maximize ROI. #ProgrammaticAdvertising #Marketing

An incredibly interesting read on the shift of ad revenue from digital and print to in-gaming environments. 🕹 While the article emphasizes how engaged Gen Z & Gen Alpha are when it comes to gaming, not much is mentioned about how Millennials and Gen X'ers also turn to video games (mobile, console, PC etc.) to unwind. 🤔 In-game advertising isn't just brands seeking to reach a younger audience. Case in point is my 64 year old dad asking me about an ad he saw while playing Candy Crush on his iPad 📱 yet he relies on my mum to change the channel on the TV. 🤣 What are your thoughts? Kevin Armendariz Adam Fischer Harry Blake #gaming #advertising #marketing #gametech #gamead #brands #mobile

Thanks Andrew Birmingham 🕵️♂️ (Mi3Australia ) for the write up and thank you for featuring our very own Yun Yip (叶偲蕴） in the conversation. Gaming has it all in spades - #attention at a premium, #audience at huge scale and #impact that drives fully measurable #brandresults and #KPIs. If you're not still unsure about gaming as a digital channel, maybe it's time you consider the audience (nearly 80% of the Australian population), attention (10x of general web, 2x of social) and impact (drive standard metrics and beyond - think advocacy, brand love and conversation). 🕹 Gaming increasingly displays the characteristics of premium social, with a very strong sense of community that brands ignore at their peril. 🎮 Brands like McDonald's, Coke, Uber, and YouTube are racking up impressive campaign results by tapping into the gamer mindset and partnering with key creators. 🚀 Revenues for gaming advertising environments have overtaken the ad revenues for digital and print advertising this year. Within four years, that will double, per PwC. What are you waiting for? Don't let me persuade you - numbers don't lie...read the article 🎮🚀🕹️

Athletes aren’t the only ones competing during the Paris Olympics. Advertisers are bidding to reach tens of millions of viewers during the first programmatic Olympic Games. NBCUniversal is selling ad inventory throughout the 2024 Paris Olympics on Peacock programmatically. The highly coveted opening and closing ceremonies are the only exception. Commercial space is available exclusively via private marketplace deals through The Trade Desk and FreeWheel. Although most Olympics inventory will still be sold directly, programmatic is bringing in a large number of new advertisers that previously didn’t have the resources or budget to secure media during the Olympics. During a trial run in June to test programmatic ad buying, nearly every advertiser who bought in was new to the Olympics. Now that the Games are underway, NBCU says 70% of brand sponsors and advertisers are new. #programmatic #olympics #olympicsadvertising #digitaladvertising #tvadvertising #RTB https://lnkd.in/e44sQwpN

In depth report from Catherine Perloff on bid duplication at Pluto. While the report focuses on the outlier at Pluto, this is an industry wide challenge and has received an increasing amount of reporting in '24. While much of this is driven by structural incentive problems in the programmatic ecosystem, CTV seems to have particular challenges, as the universe of advertisers is still not large enough, especially compared to digital.