It ain’t easy being a broadcaster these days. Or a TV tech company. TV budgets are getting cut, the streaming wars are raging, and the axe of supply-path optimization is hovering.
The TV term du jour is supply-path optimization. And SSPs in particular are under intense pressure to carve out competitive edges.
The Super Bowl has always been a promotional pageantry for brands – but this year’s ads were unique in that they clearly reflected recent cultural shifts in the US, including streaming.
Identity. Measurement. Clean rooms. Privacy. Each of these topics got plenty of airtime at our Industry Preview in New York City.
The Disney+ ad experience is still basic, but Disney has plans to up the ante on targeting and measurement in time for the upfronts.
Netflix and Disney are both building out a new ad revenue stream to court advertisers ahead of the upfronts.
Netflix’s content recommendations are definitely more personalized than the ad experience.
