Google Marketing Platform’s Post

MediaPost took a deeper dive into why Underdog Media saw such a significant increase in revenue with 33Across Inc.'s Lexicon from Paul Bell. "It’s worth noting that the real definition of addressability for demand is not just if there is an ID in the bid request but that the ID or identifiers being passed actually mean something to the DSP/bidder, Once the bid request becomes a ‘known’ user, Underdog Media’s high-impact creative and publisher domains provide the remaining ingredients to drive cookie-like demand behavior.” https://lnkd.in/enMChYFx

Quick read on the state of ad tech, programmatic and lean growth in 2023.

Interesting read about how more advertisers are leaving Google due to a lack of transparency + trust. It's a good reminder of why Simulmedia exists. People need ad partners with efficiency, speed, and you guessed it - transparency. #ctv #tvadvertising https://lnkd.in/eEAPKMWs

"A History of Ad Tech Chapter 2: The Ad Net’s Golden Age."

According to statistics cited by eMarketer, 30% of marketers believe more efficient frequency capping would increase their CTV advertising spend. While the CTV ad spend is on a great trajectory, surpassing $30 billion this year, diversifying how ad delivery should be heavily prioritized to reach all consumer touchpoints. Convergence across platforms is key for an impactful advertising strategy.

Recently enjoyed this part 1 of a series on the history of ad tech from Digiday and Ronan Shields ... it's coupled with a podcast from the legendary Brian O'Kelley The '90s boom in digital ads -- spending soared 250% between November 1999 and March 2000 alone -- was largely fueled by dot-coms using venture funding to gain awareness, inspiring stock prices that were already comically inflated ... and, as I say in the article, the Nasdaq P/E ratio was over 200, which even the most optimistic could agree was about 10X beyond reason All that changed in the early months of 2000 when the teenage AOL somehow acquired 80 year-old Time Warner and reality struck It was a friable time when most ad tech companies either disappeared, were acquired on sale, or limped along for a bit ... and got stronger. The best-known of the latter class was of course DoubleClick, acquired by Google in 2007 to start the second great digital ad boom Looking forward to the future episodes #paleoadtech #adtech Dave Zinman https://lnkd.in/gfnM_8DD

The recent charges brought by the European Commission against Google's ad tech business are a game-changer. With a potential breakup of the ad tech industry on the horizon, the media funding landscape could transform dramatically. What happens next? Key players in the industry, including Adform's CTO, Jochen Schlosser, share their thoughts in this article from The Media Leader. #adtech #digitaladvertising #antitrust

Many prefer to see ad blocking as a wake-up call that requires a mindset change by #publishers and #advertisers. Others see yet another #tech problem to solve. Enter ad insertion. Video publishers are feeling the same heat, which is why a handful of #adtech companies are pushing “server-side ad insertion” as way to get the upper hand on ad blockers. Sure, many say that publishers and their ad tech henchmen are doomed to lose any technological arms race, but that’s not going to stop attempts to find a way around ad blockers. Here’s a primer on server-side ad insertion and why interest in it is growing: https://buff.ly/49L1Nk1

#Adtech faces some existential threats as the foundational tools used to mix and match audiences face extinction. However, having conquered the #desktop and #mobile internet, some ad tech companies are simultaneously finding new lifeblood in the guise of #connectedTV advertising, a sector of the ad industry that’s tipped to grow 22.4% this year, topping $30 billion in spend, according to EMARKETER. Attendees at last week’s #CTV Connect conference, hosted in New York City, debated some of the burning issues of the day, primarily how best to leapfrog the teething problems that ad tech experienced on desktop and mobile. Here, the frustrations over frequency capping tempered the otherwise exuberant mood on stage, albeit this still doesn’t prevent the vast majority (87% of CTV ad spend) from happening through #programmatic transactions. Story by Ronan Shields