Here’s a roundup of today’s AdExchanger.com news:Prefer by email? Sign up here.
Attribution and Contribution
Advertising platform over-attribution It’s boiling now For frustrated marketers. Walled garden platforms aren’t new, but the explosion of walled gardens in retail media, along with server-side data plugins from Google and Meta, means brands can now take full credit across a dozen platforms for the same conversion. You may see it happening.
Research shows that marketers can see through this uncertainty. blog post The book is co-authored by Rameez Tase, co-founder and president of analytics business Antenna, and Whit Harwood, growth strategy consultant at MediaLink. But it’s not easy (or cheap).
One strategy is to add a vendor like Measured or Kochava to manage purchases across your walled garden and commit to testing and creating incremental ROAS metrics.
There are also data cooperatives. The incumbent there is Circana (formed by the merger of IRI and NPD), according to Theis and Harwood. NC Solutions is Another Example.
The problem with this model, they speculate, is that retailers with advertising businesses will stop providing data to maintain the platform’s unique value.
A third option is an independent digital native panel like Ibotta, Attain, or Fetch Rewards. None of them are massive, but they have enough live purchase data to inform their attribution models.
political promise
Not all political ad buyers are investing in streaming, and some aren’t even considering it.
Statistics on cord-cutting and streaming scale are increasingly convincing, but not enough to avoid a ‘squeezing’ on linear TV budgets, says co-founder, saying breaking it for political campaigns is ‘completely impossible’ said Teddy Goff. Marketing agency Mr. Precision during his AdExchanger programmatic I/O event in Las Vegas.
Goff said that while viewers are spending more time streaming, the increase in ad impressions from linear is also due to the sheer volume of ads. Linear advertising is cheaper than streaming. In other words, linear promises a large number of ad impressions at a price that cannot be ignored by political buyers looking to reach as many potential voters as possible, especially in battleground states.
To extract more political dollars from linear, we need better measurements to prove the value of streaming. The problem is that political buyers have little way to identify subscriber overlap across a patchwork of streaming services, resulting in repeated ads at the expense of increased reach.
And if there’s anything political candidates need this year, it’s more reach.
Programmatic repair
After showing off its programmatic prowess, Netflix is hoping the first in-person, up-front payments will impress advertisers as they sit down to negotiate annual budgets.
“We’re trying to make purchasing and transacting on Netflix as easy as possible by expanding the possibilities. [of demand]” said Peter Naylor, vice president of ad sales. adweek.
Currently, Netflix has private marketplace (PMP) is built on Microsoft’s ad platform, but starting this summer, advertisers will be able to do programmatic guaranteed, or PMP, deals for Netflix supply through The Trade Desk and Google’s DV360.
Advertisers want to guarantee Netflix supply, but within the DSPs they are already using. And in the television industry, programmatic buying is primarily done through programmatic guaranteed deals. This is because its deal structure emulates what TV advertisers are accustomed to.
“We’re going to start out pretty traditional,” Naylor said, referring to programmatic guaranteed deals and PMP deals for commercial breaks. (Sponsorships are still available only through direct transactions.)
But don’t worry about Netflix not making a public bid. Naylor’s words “Let’s get started” suggest that Netflix has a long way to go on its programmatic roadmap.
But wait, there’s more!
How Amazon is convincing publishers to power its $50 billion advertising business. [Digiday]
Google CEO Sundar Pichai talks about AI-powered search and the future of the web. [The Verge]
Gareth Glaser: The ad tech guide to giving heckles. [blog]
How Google plans to sell its 2024 AI agenda to ad buyers. [Adweek]
Comcast has shared details about its StreamSaver bundle with Peacock, Netflix, and Apple TV+. [Variety]
Mike Shields: YouTube aims to become a CTV juggernaut. [blog]
