Mitigating Misrepresentation: Is There A Proper Approach To ID Bridging?
ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.
ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.
In today’s newsletter: Mobile and email providers face political blowback if they enforce ad policies; a new analytics startup sets its sights on Amazon attribution; and CFOs and CMOs are more aligned than you might think.
The TV market’s vanishing impression problem is even more concerning than the numbers indicate. But maybe a little impression scarcity is a good thing.
In today’s newsletter: Viant sees double-digit CTV growth powered largely by direct deals; Target launches a new paid membership program; YouTube makes a bid to compete with TikTok on video editing.
Viewers might want to watch trashy shows from time to time, but they certainly don’t want to watch trashy ads. For the solution to what ails CTV, the industry could turn to another rapidly growing marketing favorite: retail media.
MAGNA and Roku released a joint study to give buyers some advice about how to approach frequency capping in streaming – including when to dial it down and when to turn it up.
Historically, there’s been no easy way to do all that at the account level in a DSP because a DSP’s main reason for being is to find the lowest-cost media and audiences possible for its advertisers.
Likes and followers are not without merit, but engagement is not directly causal of sales rates. What should marketers consider instead?
A recent op-ed in the New York Times implicated the ad industry in many dismal practices, including election-rigging, news-defunding and even inflation. To make a case for the defense, start with these four myths.
The success and value of an AVOD platform depends on more than just the size and growth of the audience. How much time they spend streaming also matters. And as the AVOD landscape becomes more competitive, platforms like Netflix will need to focus on user experience to keep viewers watching, writes Joel Cox, co-founder and SVP of strategy and innovation at Strategus.