May 12, 2022
Pubs Need Deep Audience Insights Now More Than Ever
The demise of third-party cookies limits the amount of data publishers can leverage to enrich their own audience data. They need those prized data insights to get a fuller profile of the people consuming their media. Because without insights, advertisers are paying for access to a rather blurry picture of a publisher’s users. Read more.
Finding the Right Partner Is Key to CTV Success
We spoke with Mike Richter, Vice President of Global Revenue Operations for CTV and Digital at TMB, to learn more about the importance of working with the right CTV partner, addressing programmatic concerns, and what's next on the horizon for CTV. Read more.
Supply Concentration: Small Number Of Media Companies Capture Majority Of Ad Spend
Considering about 1 million properties get transacted programmatically, it might be easy to think of the open internet as this very fragmented supply.  But really only a small number of media companies control the vast sea of properties that comprise the open internet. In fact, the 10 largest web publishers capture half of all web spend. Read more.
Top Stories
Crafting highly personalized and seamless experiences across all channels are table stakes, which many believe require access to, and sharing of first-party data to drive personalization, along with harmonization of the user experience across all channels. Read more.
Without third-party cookies driving targeted advertising — publishers that don’t have a strategy to drive user authentication and first-party data, should expect lower CPMs and less revenue. Something will have to connect the dots in the absence of cookies, and LiveRamp Authenticated Traffic Solution (ATS) may just be it. We spoke with Travis Clinger, SVP, Addressability & Ecosystem, LiveRamp, about how ATS will help shift the ad ops future in a promising direction. Read more.
Last week the Connecticut House of Representatives and Connecticut Senate joined forces to pass the Connecticut Data Privacy Act (CTDPA). The legislation, also known as Senate Bill 6 (SB6), awaits Governor Ned Lamont's signature to make everything 100% official. The bill is expected to take effect on July 1, 2023.  Read more.
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