Robert Derow

It’s here! Seedtag Academy has launched ‘Contextual for Advertisers’ Our most successful certification is back to include the current trends shaping digital advertising, with a whole new course that empowers advertisers to go beyond cookies, with the keys to privacy-first advertising, GenAI, contextual advertising fundamentals and how to launch your own campaigns in 5 steps. 🚀 Get certified for free - in under one hour: https://lnkd.in/eUaAZ5gN #SeedtagAcademy #Certification #ContextualAdvertising

21

Connected TV (CTV) ad spend in the U.S. is expected to top $34 billion in 2025 and $42 billion in 2027. Ad-tech firm Kargo is uniting AI and CTV to bring together marketers’ existing audio assets with engaging visuals. #mediaplanning #mediabuying

14

Netflix is the latest titan to recognize the value of programmatic advertising with the announcement of its strategy to distribute unsold OTT/CTV ad space across several different providers. The Trade Desk, Google DV360, Magnite are cited as the next batch of providers. Up until now, CTV media buyers had to go through Microsoft Xandr DSP or book with Netflix publisher-direct. It reminds me of the moment when Lamar Advertising Company took the same bold step to ensure their unsold space was programmatically available in top notch, third party SSP platforms like Place Exchange and others. It’s a rite of passage. Expanding the surface area of buy-side and sell-side platforms unlocks massive revenue dollars, when done right. Some of the smartest people in the world of business work at Netflix. This is proof of that. Many hands make light work! This layers on a new dimension for marketers when they say that they can now “Netflix and Chilll”. 📺😎👏🏼 #programmaticadvertising #ctv #innovation #followthemoney https://lnkd.in/gJU9ytZi

79

5 Comments

Why should political buyers warm up to CTV this season? Magnite's Head of Political Demand Erik Brydges spoke to AdExchanger about how political buyers are effectively using programmatic and ACR data.

2

Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging

14

1 Comment

"Accompanying content" "No content / Standalone" "Interstitial" IAB Techlabs new classification is being embraced by the "largest DSP" and the "largest SSP" promptly. Raises a few questions as the industry goes about trying to "bring more clarity". 1.Are these the most apt choices for classifying advertising formats / units? 2.Thrown at you without context, can you identify that these are video format classifications? 3.All the hullabaloo is to give back the "premium" to instream, by defining it as ads that appear in OTT/CTV environments? 4.Sounds very benign & holy but why aren't instream ads appearing within video programming outside of OTT/CTV environments, not considered premium? If Jaguar ads play "audio muted" within "auto play" video programming on Forbes webpages, does that mean it is ineffective advertising in a non-premium environment? Should there not be a better definition here? 5. Why is the so-called "Accompanying content" considered "outstream", when we know that outstream clearly stands for advertising that is "not within a stream"? Is the classification aiming to "make instream premium" by devaluing the video ads with AI generated content armed with the knowledge that this can affect genuinely premium instream ads in publisher environments? An ANTI-biotic is not what the industry asked for. What it asked for is PRO-biotics. That is, grow the good, to overcome the bad. Not mow down the good along with the bad through a carpet redefinition.

16

🛒 Retail Media Analysis (2/3): Ad Formats in Leading Quick Commerce Retail Media Networks 📊 My research with the Osmos team continues across different retail media networks. In this second edition, we turn our attention to the global quick commerce sector. Here, we analyze quick commerce retailers like Kroger, Instacart, Gopuff, Zepto, and Blinkit. Here's a quick breakdown: 🏷️ Ad Density on PDP: The ratio of organic to paid product listings remained consistent across the retailers on each page EXCEPT the PDP page. For instance, Kroger chose a more conservative approach, with one sponsored listing for every 15 organic ones, while Instacart took a more aggressive stance, displaying two sponsored listings for each organic one. 🖼️ Ad Format Diversity: Blinkit & Zepto had the most variety of ad formats on their homepages, each featuring more than four distinct formats. You can check them out on the board. 🔍 Gopuff - No Ads on Search Page?: I personally searched for ice cream, chocolate, body wash, shampoo and batteries, but could not find any sponsored ads on search results page. If anyone has had a different experience please let me know. ⭐ Unique Ad Formats: Zepto had the most innovative ad formats, including story ads and floating video on the homepage and brand ads on the search bar itself. I’ve highlighted these on the board. Curious to see the full breakdown? You know the drill. Drop a comment and I’ll share the link to my Miro board. Any interesting callouts that I missed? Leave a comment below! 👇 #retailmedia #quickcommerce #digitalmarketing #industryinsights #adtech #mediaplanning

105

51 Comments

This is absolutely worth a read for any brand looking to explore the RMN space and any advertiser assessing where to invest their dollars for the greatest impact in 2025.

15

As the CTV landscape evolves, contextual AI is becoming essential for advertisers, addressing key challenges like targeting limitations, transparency issues, and lack of real-time insights. Jon Wallett VP of Sales, East Coast at Seedtag, emphasizes that innovation in contextual targeting is crucial for future success. Seedtag's contextual AI, Liz, enables brands to develop effective audience strategies, enhance creative messaging, and gain valuable insights, all while adapting to real-time trends. Wallett argues that embracing these advancements will drive greater transparency and more inclusive, interest-based targeting, making contextual AI indispensable for modern advertising. Watch the full interview here to learn more 📺 : https://lnkd.in/eZadMN24 #ContextualAI #CTVAdvertising #InnovationInMarketing

23

The carbon impact of digital advertising is similar to aviation.     During the IAB Tech Lab International Summit, XR’s Sustainability Director, Emma Horton shared steps the industry can take to improve the sustainable impact of advertising, including direct role that the Ad Creative ID Framework (ACIF) can have on reducing carbon emissions.     🌍 Learn how XR is partnering with global customers to drive a more sustainable future in advertising by creating a universal ID for all creative assets, removing duplicated data and streaming processes through workflow automation.       Connect with us here: https://lnkd.in/ezYrhaQc Learn more about sustainability in advertising here: https://lnkd.in/etU_VBng

29

The intersection of sports and streaming is transforming how fans experience live events. From the rumored $1 billion FIFA deal with Apple to Roku's MLB streaming and the NBA's colossal media rights deal with NBC, Amazon, and Disney, the landscape is buzzing with excitement. Streaming platforms are not just showing games — they’re reshaping sports consumption with flexibility, exclusive content, and deep fan engagement. Sports are driving new subscriptions and ad revenue. With sports becoming a key player in the streaming world, the future looks bright for fans, athletes, and advertisers alike. Read on for more: https://heyor.ca/suyiiU #SportsAndStreaming #DigitalMedia #LiveSports #StreamingFuture #SportsAds

5

Great article from The Wall Street Journal Sarah Krouse and Antenna data. This should put an even greater emphasis on the cancellation process (or even better pause process) as well as new ways to win them back. Can’t be about making it hard to leave because consumers will remember that when the next show they want to watch is back (what does “must-see” mean anymore?) perhaps without the need of governemnts “assistance” in getting us there. And to the broader point of the article and Antennas work, Reclaim will join Retain as the third foot for a successful business model (joining Win of course) The opportunity to provide a more holistic, simpler experience for the consumer is right in front of us and just requires industry players to reject the “but that’s not how weve done things” mentality. From subscription management to content discovery - it all comes back to making the experience simpler for the consumer. Jonathan Carson - looking forward to diving into this all on tomorrow’s panel!

21

Practices like these do so much more harm to the open-web ecosystem than they do good for the few bad actors who, for a quick buck, poison their brands, blow years of hard-earned trust with their audience, and give "premium" a bad name. This is a tough time for open-web publishers. Search and social referrals are in the toilet and media buyers are moving spend to data-rich walled gardens. Adding subpar inventory exacerbates the problem, eroding trust and driving away both audiences and advertisers. After a quick cash injection, the temporary high will fade quickly. For what its worth, at TRUSTX, we've dedicated the last seven years (Happy Anniversary this Saturday!) to building a safe haven for high-performant premium programmatic inventory. Case study after case study proves that our publishers make more when they deliver brands the quality inventory and engaged audiences they want. Our job is to make it easy for brands to buy what they want to buy. My colleagues and I are doing everything we can to keep this crap out of our market. But even we don't know how we'd find this garbage if one of our publishers decided to give it a whirl. We're doing the best we can. If anyone sees MFA coming through TRUSTX, please reach out to us. We'll drop it in a heartbeat. Revenue or not, here we come.

48

9 Comments

A great overview of how OpenX has built and evolved our approach to curation (what we have historically called supply side targeting). Stacy Bohrer outlines the spectrum of curation opportunities that exist in programmatic and the specific assets that OpenX brings to the equation. https://lnkd.in/gHsXVpbU

68

1 Comment

Hey Bay Area! In 2010, the Warriors started on a journey to transform from a basketball team into a larger sports media and entertainment company. Learn how the organization is reshaping its IT and data operations as well as redefining how it delivers digital experiences for its fans. #GoogleCloud #FanExperiences #genAI

1

Contextual advertising has entered a new era, and AI is leading the charge. Inuvo President Barry Lowenthal explains how privacy-first algorithms can help brands figure out where consumers are - and where they're going next. "Free from the confines of whatever personal data cookies and other similar programs collect, AI essentially reads consumers’ interests with “fresh eyes” by basing its recommendations on a users’ expressed intent rather than a storehouse of demographic data." #FutureOfAdvertising #AI #ConsumerPrivacy

7

Digital Out-of-Home (#DOOH) features and capabilities have considerably evolved over the last few years, but its definition hasn’t been updated. In partnership with members of the IAB DOOH Committee, we’re excited to release a formal definition for the entire industry to align to and build upon. Core Features include: ➖ Dynamic Content: Tailor messages in real-time based on demographics, location, or weather. ➖ Widespread Placement: Reach audiences in transit hubs, retail spaces, gyms, and more. ➖ Data-Driven: Leverage privacy-compliant data for precise targeting. ➖ Programmatic Buying: Simplify ad placements with efficient, scalable tools. Download Digital Out-of-Home (DOOH): Definition and Core Features now: https://bit.ly/424l3Ik

6

1 Comment

Welcome Chartboost! A strategic integration between two leading players. Many best wishes to the LoopMe and Chartboost teams. Looking forward to your future successes. LoopMe Chartboost Stephen Upstone #poweringbrandadvertisingacrossthedigitalecosystem

85

2 Comments

✅🖥️ 🛒 The Hollywood Reporter (10/23): “In a bid to expand their user base and to reduce churn, a slew of streamers have cut deals with companies in the grocery business, betting that aligning entertainment with those selling a necessity like food can bolster both sides of the equation. On Oct. 8, Disney and Kroger announced a deal that will give Boost With Kroger Plus members ($99 a year) a subscription of their choice to ad-supported Disney+, Hulu or ESPN+ at no extra charge; this summer, WBD pacted with grocery and food delivery service DoorDash, giving DashPass members ($96 a year) free access to the ad-supported tier of Max; in November, NBCU teamed with the similar service Instacart to give Instacart+ members ($99 a year) free subscriptions to Peacock; and Walmart continues to offer comp Paramount+ to its Walmart+ ($98 a year) subscribers. The streaming partnerships follow, of course, the original bundle of video and vittles: Amazon Prime. A Prime membership for $139 a year gets users Fallout, Thursday Night Football on Prime Video and a discount on focaccia (and other products) in Whole Foods stores. (Netflix, meanwhile, has dismissed the idea of bundling.) Times are tough, budgets are tight from a household perspective, and so there are trade-offs that consumers are being forced to make,” says Deloitte. “And that’s why we think it is a really interesting proposition for streamers to be partnering with these grocers or delivery subscriptions, because those things are, for all intents and purposes, non-negotiables.”Entertainment subscriptions are seen as disposable, Arbanas says, with consumers being picky about what they keep and what they cancel. And surveys suggest that consumers also feel like they aren’t getting great value from them.” ⬇️ #ecomm #shoppable #streaming #ctv #ott #avod https://lnkd.in/eqyJxbHc

8