Commerce media has been stirring up a ton of buzz as the next big disruptor in digital marketing. What lies behind this buzz? Cutting through the hype is as simple as following the numbers.
As supply-path optimization (SPO) becomes the rallying cry of our entire industry, the complexity of the CTV landscape is in the spotlight. Calls are growing louder for publishers to dramatically slash the number of SSPs included in their unified auctions. A more centralized approach with fewer SSPs, these folks argue, will bring clarity and efficiency that will draw buyers. But this view oversimplifies the situation.
We’re less than 6,500 hours from the single most significant third-party signal loss our industry has faced: the end of the Chrome third-party cookie. And it’s time for us all to stop hopping from lily pad to lily pad looking for Band-Aids. There are proven solutions to this signal loss – ones that offer the advertising performance and measurability we collectively need. In particular, authenticated inventory offers publishers and advertisers the ability to reach premium, authenticated audiences, driving better results and building stronger relationships with consumers.
As streaming platforms navigate a seismic shift – pivoting to profitability after a decade of all-out growth mode – they’re racing to develop their subscriber-retention muscles. But they also need to step back to ensure they’re flexing those muscles in the right way (specifically, getting a better and broader understanding of the full subscriber journey) to make sure they’re targeting retention spend where it counts.
Most performance marketers’ experience with connected TV starts with sticker shock and ends with broken promises.
It wasn’t supposed to be this way. When CTV burst onto the scene as the holy grail of reach and targeting, eyes popped at the rates quoted by the big CTV players. Marketers held out hope that the promise of hyper-targeting would make the high costs worth it.
The number of online 5G devices doubled between 2021 and 2022, reaching nearly 162 million active 5G devices in the US alone, according to CTIA data. And based on data from Omdia and 5G Americas, 5G wireless connections will reach 5.9 billion devices globally by the end of 2027.
The B2B marketing space has never been as dynamic and powerful as it is today. Much of that power comes from the evolution of the data and tools available to drive precision targeting and messaging at scale. At the center of these evolving capabilities sits audience data, an essential component of today’s successful B2B campaigns.
Advertisers are laser-focused on the seismic shift happening next year with the deprecation of third-party cookies on Google Chrome. But it’s not just cookies on Chrome – Google’s Sandbox initiative is also targeting mobile signals on Android.
There are over one billion connected TVs globally, with US advertisers expected to spend nearly $27 billion on Connected TV (CTV) in 2023 alone. And as the rise of CTV disrupts the industry, it’s generating new marketing opportunities for advertisers.
Third-party cookies, once widely used by marketers to track consumers online and target and measure digital ad campaigns, have fallen out of favor with international regulators keen to protect consumer privacy. Since Google originally announced its intention to phase out the use of third-party cookies on its market-leading Chrome browser, the ad tech industry has been developing ways to ensure that marketers and publishers can continue to deliver effective and measurable advertising, while respecting user choice and rights through consent.
