The SSP is betting on the DOJ’s antitrust remedies, plus closer relationships with agencies, DSPs and mid-sized advertisers, to help it eat some of Google’s lunch.
Talking about outcomes is practically a mandate, especially in the CTV space, where ad buyers and vendors alike are heavily invested in streaming television’s potential as a lower-funnel, performance-driving channel.
Temu’s US ad spend grinds to a halt; Publicis posts a strong Q1; and creative personalization tech is back in vogue.
Aperiam has a new approach to VC investing that now also involves a strategic consulting practice and matching startups in its portfolio with brands looking for programmatic solutions.
In today’s newsletter: Ad tech data can compromise Americans; Reddit has a hard road ahead revenue wise; CTV ad-buying startup tvScientific raises a funding round.
2023 was an eventful year in the land of TV ad measurement, from buy-side demand for performance-oriented CTV campaigns to the dramatic competition between alternative TV measurement providers.
The shift in ad spend from linear TV to CTV isn’t correlated to audience time spent. It’s because CTV offers entirely new possibilities to advertisers.
TvScientific really wants digital marketers (and their wallets) to open up to the idea of CTV as a performance channel. So, the CTV ad platform unveiled a cost-per-outcome model to emphasize its confidence in CTV ads leading to conversions.
With over half of all TV now consumed via streaming services, measuring it in a granular way is possible for the first time. Given this newly-available feedback loop, Jason Fairchild, CEO and co-founder of tvScientific, shares how advertisers can actually apply the scientific method to TV advertising.
CTV scales. But does it perform? Matthew Koontz started his career at Arnold Worldwide before moving on to lead ad product teams at Hulu, Snapchat, Microsoft and Xandr (before the two merged) and WideOrbit. Koontz joined tvScientific in June, and he spoke with AdExchanger about why CTV is a “sweet spot” for performance marketers.
