Joe Melendez

With cookies disappearing, advertisers are exploring new approaches. In fact, programmatic growth is expected to outpace nonprogrammatic, as advertisers focus strategies on first-party data and invest more in closed ecosystems like walled gardens. Download the Programmatic Ad Spending Forecast H1 2024 from eMarketer to: ✅ Understand the impact of cookie deprecation on transaction methods and devices ✅ Discover why advertisers are turning to walled gardens and how this will affect advertising across the open web ✅ Learn what’s next for Google’s Privacy Sandbox, smaller advertisers, and 2024 TV upfronts trends Grab your copy now: https://lnkd.in/dX6D8FSz

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An interesting topic and fun one to discuss with Digiday. The industry tends to sprout fragmented specialized agencies to solve point solutions like influencer marketing services and technology. We are now in the consolidation phase where point solutions are being bought and combined into more integrated offerings. It's important for brands and agencies alike to carefully consider a technology strategy that balances proprietary technology solutions with flexible agnostic technology approach to ensure you have the agility to use the best solution in the marketplace for your brand.

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✅🖥️ AdExchanger (11/26): “There are already numerous big TV OS players on the scene, but it makes sense that more manufacturers are getting into the OS game. Advertising is a large and fast-growing revenue stream for hardware makers of all sorts. “If you are in the business of selling TVs today, your margins have been eviscerated,” said Dallas Lawrence, the chief strategy officer of smart TV manufacturer Telly. “You don’t make any money on selling televisions, so you have to have a new revenue stream.” Telly gives away free TV sets in exchange for showing personalized ads on a second screen and collecting data about what people watch. It runs an Android operating system rather than an OS of its own, which means its system can pair with pretty much any set-top box or stick. Lawrence claims this makes Telly “agnostic” in terms of the larger OS conversation. Regardless, the smart TV market is growing, particularly outside the US. As Alan Wolk, co-founder and lead analyst at TVREV noted, 40% of the world’s TVs don’t have an operating system, “so there’s a whole lot of space there for people to take over.” So, assuming consolidation is likely, what will differentiate the OS winners? User experience will be one big factor, especially where content discovery is concerned. But, more likely than not, consumers will gravitate to what’s familiar – which is also why free ad-supported streaming channels have taken off. FAST channels look more like traditional linear TV, with programmed content, regular ad breaks and even a return to the once-dreaded electronic program guide. The difference, of course, is in the cost – and in the data. Pluto TV, for example, has helped parent company Paramount achieve its second consecutive quarter of DTC profitability, while Fox’s earnings were boosted by Tubi.” ⬇️ #streaming #tvos #ctv #ott #fast #vmvpd #avod https://lnkd.in/eXcKicRn

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“The industry’s North Star of reaching the right person at the right time with the right message has always been a seductive fallacy. It requires us to turn a blind eye to innate human psychology and how consumers actually make purchase decisions. This pursuit has led us to prioritize technological capability over consumer reality, ignoring the complex and often irrational nature of human decision-making.” Absolutely spot on and prescient as we sit on the precipice of AI. Human behavior and psychology are maddeningly complex and unpredictable. While we invent new ways to quantify it (cookies, LLMs, propensity scoring) it will continue to surprise us and keep us guessing. That’s why marketing is a dynamic and exciting career to jump into and what keeps me coming back again and again.

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✅🖥️ AdExchanger (10/11): “Paramount’s move represents a serious shake-up because TV publishers that use Nielsen alternatives (like VideoAmp, iSpot and Comscore) typically do so in tandem with Nielsen, which has been the foundation of TV ad measurement for decades. In this case, however, Paramount and Nielsen failed to come to an agreement in time for their contract renewal. Despite the strong sentiment, a break from Nielsen’s services isn’t ideal for Paramount. Advertisers and media buyers have leaned on Nielsen ratings since the 1950s. That (fact) has been spurring a lot of conversations on LinkedIn lately. On the one hand, Paramount could be a trendsetter. “If Paramount is able to do business using VideoAmp without [a financial] downside, then other programmers will naturally start considering making the same move,” media measurement vet – and VideoAmp’s former chief measurability officer – Josh Chasin observed on LinkedIn. “This is a critical moment.” Chasin was commenting on a post written by Marshall Cohen, an industry vet and media and marketing consultant. Cohen notes that Nielsen keeps its service fees high not simply out of stubbornness, but because its business model doesn’t leave much room for negotiation. If Nielsen lowers its prices for one client, according to Cohen, they have to lower prices for everyone. “This,” he argues, is very difficult with private equity owners, who don’t understand the business [and just] want better returns.” Still, Cohen writes, it’s likely a renewed contract will – eventually – put an end to the contentious standoff between Paramount and Nielsen. “Rarely, if ever, does a media company go without Nielsen ratings for very long,” Cohen says.” ⬇️ #measurement #streaming #lineartv #ctv #ott #tvos #acr https://lnkd.in/eNaWgx7W

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✅🖥️ 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

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Your digital advertising just got a privacy reboot 🔒 Discover how data clean rooms enable brands and publishers to securely collaborate on audience insights while protecting customer data. LiveRamp's new guide explores 12 ways that top marketers: ✨ Build richer profiles from data locked in silos 🎯 Optimize targeting and frequency across walled gardens 📊 Measure granular ROAS and incrementality metrics Learn how smart marketers are turning signal loss into business wins: https://lnkd.in/d-xFJP_q #datacollaboration #dataprivacy #measurement

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The IAB Predicts Social Video Will Overtake CTV This Year. Social video “is taking more of a lead over CTV” because it provides better campaign reporting based on an advertiser’s preferred business outcomes, a capability that CTV lacks in comparison. Marketers are under pressure to justify their investments by connecting their ads to results, which is why they’re raising investments in social video more than CTV this year. But in my experience while attribution remains the king, we need to think about incrementality. https://lnkd.in/dYze9K-3

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✅🖥️ AdExchanger Interview: Vevo (12/6): “AX: Some have argued that all video – not just streaming and linear, but also social – should be thought of similarly. Do you agree? Vevo: I lean more toward yes than I ever have before. The next question, then, is what do you pay for it? What do you sell it for? Depending on where the impressions are, it’s always going to be supply and demand. I heard many cases during this year’s upfronts of advertisers that previously spent large volumes on mid-tier to long-tail cable are starting to replace those GRPs and rating points within social because the price point is very similar. And why is that? Because there’s an ocean of availability within the social platforms. But only the top 1% to 5% of that traffic is premium. AX: What’s holding brands back from investing more in social? Vevo: Transparency is an issue. The environments are so big, and brands still require, as they should, control of the content they’re adjacent to. I think you’ll start to see more YouTube Select or Google Preferred models, where platforms lean more on their best content partners to maximize price, yield and brand safety. AX: Do you anticipate social platforms will start to cooperate more on the transparency front? Vevo: It’s really hard to grow without getting smarter about how you organize your impressions and who you let help you. Look at YouTube, which generated $31 billion in ad revenue last year. Even they have publicly started to remove some of the friction points and play nicer in the sandbox, letting partners like us represent our own inventory and our content, but still giving advertisers credit toward their YouTube commitment. That’s one example that makes me want to answer your question with “yes.” “ ⬇️ #socialmedia #tv3point0 #ctv #ott #upfronts #music

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Check out the top takeaways from #AWNewYork24, including how industry leaders are leveraging AI and automation to drive data-driven insights, optimize media campaigns, and transform their organizations. https://ow.ly/aFqR50TL433

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The shift to streaming isn't happening fast enough to offset declining linear TV ad revenues. This puts major broadcasters and media companies under pressure to innovate and deliver on ad goals. As the industry scrambles for solutions, key questions emerge: How can TV advertisers effectively reach and engage fragmented audiences across platforms? What new measurement and attribution models are needed to account for streaming's unique dynamics? #Advertising #Television #AdRevenue

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🎬 Cinema: The New King of Premium Video Advertising Welcome to the golden era of cinema advertising! As the entertainment landscape evolves, the big screen is taking center stage, transforming social buzz and post-release excitement into the ultimate consumer engagement hub. #BigScreen #SharedExperiences Cinema isn’t just for watching movies; it’s a venue for immersive narratives and collective anticipation. VAB's latest report results are striking: 97% of adults and 95-96% of young moviegoers ditch their phones as the previews roll. 📵🍿 In our always-on world, this kind of undivided attention is a rare treasure. Cinemas remain the last stand where one screen rules all. This isn’t just an opportunity—it’s a gold rush for marketers! Curious about tapping into this captivated audience? Let's unlock this treasure trove for your next campaign. 🚀 National CineMedia (NCM) #CinemaAdvertising #DigitalDetox #UnpluggedAudience #BrandImpact #PremiumVideo #SocialChatter #ConsumerEngagement #MarketingStrategy #BrandEngagement #GenZ #AttentionMetric https://lnkd.in/eZJAzZuk

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✅🖥️ AdExchanger (6/10): “OpenPass is a publisher tool that allows users to access sites by providing their email, rather than repeatedly logging in with a password. Once users verify their email, publishers get an authenticated address they can turn into an identifier – in Scripps’ case, a UID2. OpenPass does not automatically turn a signal into a UID2, The Trade Desk said. Publishers can include that signal within whichever identity framework they choose. “Every publisher manages [identity] differently,” the rep said. But, naturally, The Trade Desk considers OpenPass as a next step to UID2. Scripps, for example, already uses UID2, so it expects OpenPass to help raise the number of UID2s it has to target and measure traffic across its streaming and web properties, which include Ion, Court TV and Bounce TV. Additional signal gives Scripps a better understanding of its audience, the publisher said, which will help it better package inventory for advertisers based on the type of viewer they want to reach. It should also help advertisers manage reach and frequency across channels. The major holding companies are (still) asking publishers for show-level data, Scripps said, which many publishers refuse to share because they’re worried advertisers will cherry-pick inventory. Scripps sees that gap as a competitive advantage. Scripps passes show-level data at the network, program and episode level, the rep said, using data obfuscation tactics to ensure the data it passes in the bid stream can’t be used to profile, reidentify or retarget viewers.” ⬇️ #streamingtv #programmatic #avod #fast

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The 2024 Paris Olympics broke records on and off the field - particularly when it came to audience numbers. According to LG Ad Solutions, 64% of U.S. CTV viewers are more likely to pay attention to ads during live sports. That's a huge opportunity for brands to connect with engaged audiences! While private marketplaces have traditionally dominated live sports advertising, the open marketplace is growing on CTV. This means brands can programmatically reach viewers during the most nail-biting moments of the game - giving marketers reasons to be excited too!   https://lnkd.in/gqirz6FA

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✅🖥️ AdExchanger (10/31): “…Samba TV was particularly interested in Semasio’s capacity for semantic analysis. The company indexes and analyzes 2.5B web pages a month to perform this function, which allows for better targeting based on a site’s content rather than the viewer. Under a typical audience targeting model, a user might go to an online tech publication and see an ad for a travel company that could feel out of place based on the site’s content, even if the user themselves is personally interested in travel. Contextual targeting that’s based on content, in contrast, would instead serve up ads more relevant to the tech publication’s purview. Notably, advertising based on content doesn’t require user data to work, making it more privacy compliant than previous models – and more actionable for the CTV landscape, where identity resolution was less robust even before the rise of signal loss. But video content is much more complex for AI models to analyze than text is, with more contextual factors at play. A travel ad makes a lot more sense juxtaposed against a culture-specific cooking show, for example, so only showing food-related ads on food-related channels would miss out on that possible connection point.” ⬇️🎃 #ai #streaming #ctv #ott #avod #dsp #ssp #fast https://lnkd.in/ejYkWZUy

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A smart move by Colgate-Palmolive. It's not that people don't want to share any of their data - they want a fair exchange of value in return (and they want to be the ones to make the decision, not the other way around). “We’re not collecting data just to have it. It’s important that there’s a reason behind everything we collect – a value proposition.” #FirstPartyData #DigitalMarketing

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I actually think a Hulu Live + Fubo service is really interesting for customers. But I am curious on what the price will be. Hulu + Live and Fubo are actually quite complimentary for sports fans. Hulu + Live has Turner networks like TNT, TBS and truTV that Fubo does not. Although these networks have lost the NBA, they are increasingly doubling down in niche sports that some fans care about, like college basketball and tennis. And, not to mention, they are the home to March Madness alongside CBS. Additionally, Fubo offers Hulu + Live subscribers the ability to subscribe to RSNs like MSG, YES, the Bally's networks, and more. While RSN's as an overall business model has been in the news frequently for being unsustainable, their omission from packages like Hulu + Live and YouTube TV make it hard for local fans to consider cutting the chord, at risk of missing their favorite teams games. As a Knicks fan, I would know - one of the main reasons I'm holding onto cable, is because I can't get the Knicks through YTTV. However, combining these services together lowkey becomes a local sports fans dream, as they can watch both nationally and locally televised games they care about. And, it really opens up the opportunity for Hulu + Live to go more head to head with YouTube TV. The biggest concern here is price - Hulu + Live is already $82.99 / month (the same as YouTube TV), while Fubo packages that provide their full benefit are similarly priced. If Hulu + Live is able to keep their price competitive, they themselves will be really competitive for individuals looking to cut the chord. And they also will become a bigger CTV destination for buyers to reach affluent, premium sports fans outside of traditional and obvious options.

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For agencies, an expansion of streamers’ footprints to international markets could translate into an opportunity to access first-to-market opportunities and test new ad formats, but will also mean increased complexity for media buyers and creative work alike. #mediaplanning #mediabuying

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