MiQ

While there are plenty of reasons for political ad buyers to be cautious about CTV, streaming media has one major selling point: programmatic targeting.

The vast majority (90%) of programmatic Olympics ad sales on Peacock are coming from brands that are new to the Games, according to data NBCU shared with AdExchanger earlier this week. And agencies are seeing good results.

For some, Chrome’s news that it’s keeping third-party cookies was a moment of vindication. But was it a cruel blow to partners that tested the Privacy Sandbox in good faith?

MiQ is acquiring PathLabs, a platform for independent agencies. Plus, Pinterest and LinkedIn are trying to get included in more media plans.

In today’s newsletter: What the surge in political ad spend on CTV looks like for the end user; Mars Wrigley tries to make gum stick online; and Google neglects Fitbit after mining it for data.

While agencies push for more programmatic buying options, publishers want to maintain control in TV ad buying negotiations – and particularly over their “premium” content.

TV buyers predict that streaming publishers will heed their demands for greater flexibility, more programmatic execution and improved measurement during this year’s upfront season.

We asked the experts what marketers and media buyers should do to prepare for a possible ban of TikTok in the US.

In today’s newsletter: MiQ’s Lara Koenig takes the stage at CTV Connect to talk about what’s next for programmatic CTV; Snap can’t compete because it lacks scale; and TikTok faces a potential ban (again).

AdExchanger will lift the hood on the hottest topics in CTV live onstage at the inaugural CTV Connect event in New York City on March 13 and March 14.