Author:
David simutis

Since the start of the pandemic in 2020, OTT video has seen a dramatic rise in popularity and use across the world. CTV and OTT was once seen as merely an alternative to traditional cable and other linear television platforms amongst a small contingent of cord-cutters. Now, they are the industry norm.

No matter your industry, reputation matters, especially regarding the sites you choose for digital advertising without relying on users’ personal data. Organizations are (or, at least, should be) increasingly concerned about brand safety; consumers and clients have more choices than ever when it comes to purchases and services. One poorly placed ad could mean the difference between landing a new client and attracting the scorn of the Twitterverse to tarnish your brand’s reputation—and send sales spiraling. Conversely, an audience viewing a resonating ad at the right time on a reputable media outlet could spark fierce brand loyalty. Building and protecting your brand’s reputation across the advertising ecosystem isn’t always an easy balance to strike. We’ll go over how you can advertise to ...

In May of this year, eMarketer predicted that programmatic advertising spend would surpass $115 billion in the US in 2022. Jounce Media released a report estimating that about 12% of programmatic display ad budgets go to Made for Advertising (MFA) websites.

As anticipated, third-party targeting cookies are finally going away with Google's Chrome ending support for third-party cookies.

Historically, digital advertisers relied heavily on behavioral targeting - powered by browser cookies This tactic misses the mark for real-time content-consumption relevance to what the user is reading or watching. Users are shown ad content that may not be relevant or applicable in the context or at the time they see it. This is where contextual advertising improves impact.

When we launched the Contextual Data Marketplace®, the goal was to bring privacy-safe data sources to contextual strategies. Experian is our newest Contextual Data Marketplace partner, giving advertisers privacy-safe, cookie-free, location-based data for Purchase Affinity and Demographics categories.

Quality, Context, Optimization The rapid rise of connected TV doesn't mean that all inventory is brand-safe and premium. And it also doesn't mean that you're able to start with the same kinds of controls that you have in other media.

Google’s recent announcement regarding the Topics API is the next step in the evolution to a cookieless world. If you weren’t keeping up with all the relevant proposals, here is a summary of what’s happening and why it’s relevant. The Topics API is replacing Google’s FLoC proposal, which assigned users to certain audience groups by web behavior, tracked by the browser. Users were still being monitored by Google, much in the same way cookies track users across sites. The main difference was that site visitation was not broadcast under FLoC, but was confined to the browser. While this improved user privacy in some ways, FLoC was not tested in Europe due to GDPR issues, including: Lack of user consent. Users were automatically assigned to FLoCs, which is clearly not compatible with GDPR ...

The accelerated trend of smartTV and streaming-service adoption was fueled largely by pandemic lockdowns. Consumers expect more choice, flexibility and control. As a result, the landscape of what was once solely linear TV is changing; most people now include streaming services like Netflix, Hulu, Amazon and YouTube when they think of “television” formats.