Other digital channels often see data stuck in a one-way system. This is not the case with streaming, writes Freewheel’s head of Demand Sales UK & Intl.
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Connected TV is an ideal channel to bring branding and performance marketing together as brands shift adspend into streaming platforms.
Media agencies are already making buying decisions based on video impression data that falls below the Barb benchmark, writes VMO2’s former head of media.
Consumers value companies that demonstrate concern for societal and environmental issues. For brands, this could mean stronger consumer loyalty and trust, as well as higher returns and share price.
Media is now funded by divergent groups of big and small advertisers. There’s no going back, but we need to build an industry where all are united by making their advertising work harder and being sensitive to how they do it.
Analysis: Amazon Ads announced a broad suite of innovations for advertisers at its annual unBoxed event, including enhancements to its AI-driven performance and Marketing Cloud platforms, and new generative AI audio tools.
The broadcaster saw linear ad revenues drop 16% in 2023. Digital revenues grew 10%, but investment in C4’s digital transition led to a record deficit of £52m.
| Maria Iu
Among other tools, a private marketplace with The Trade Desk allows brands and agencies to transact directly with the broadcaster’s streaming inventory.
Isba has beta-launched Origin without Barb data and is delivering data that doesn’t meet MRC standard. Why is the industry risking more friction and higher costs?
If network agencies run their business like supermarkets, their double-digit margins are unsustainably high, writes the editor-in-chief.