Covatic’s Post

Cookies, CTV, and Consent: Key Talking Points for the Ad Industry in Q1 2024 🚀 Since the EU's GDPR ruling in 2016, there has been a push for greater user privacy and stricter personal data regulation, leading to significant developments in early 2024. Google is phasing out third-party cookies for its Privacy Sandbox to enhance privacy, despite facing regulatory challenges. The advertising industry must adapt by finding privacy-respecting targeting alternatives, with on-device data approaches showing promise. Connected TV (CTV) has grown globally, especially in the US, driven by precise targeting, real-time optimisation, and the popularity of live sports streaming. This growth has made CTV an attractive platform for advertisers, with global ad revenue reaching more than $889 billion. Online dynamics are changing due to privacy regulations, pushing publishers towards new monetisation methods, including subscription models and ad-funded approaches. Meta's "subscription for no ads" option and the ICO's invite for views into the "consent or pay" model highlight these shifts. In this article for Advertising Week, I take a look at the latest trends, innovations, and industry shifts that have been dominating discussions over the past three months, and what impact these will have on marketers going forward. #privacyfirst #gdpr #CTV #advertising #adtech

Global ad spend will hit $1 trillion in 2024 for the first time ever. 🤯 A revealing insight shows that a significant chunk of global ad spend is concentrated among five tech giants, indicating a market trend toward AI effectiveness. Clearly, digital and programmatic advertising is bigger than ever while AI takes over. Ad fraud continues to grow. And now, MFA (made for advertising) sites are emerging —ad-packed legally gray sites that offer lower CPMs for much, much lower quality impressions. Clearly, there's more than one reason to be thinking hard about media quality. Link in comment for full insights. 👇 #Media #Advertising #Digital #StreamingTV #AdvertisingStrategies #DigitalMarketing #StreamingStrategy #MarketingInsights #CTVAdvertising #AdSpendEfficiency #TV #CTV

Preserving the promise of the medium by giving consumers transparency and control. To continue to be able to use this increasingly important medium to grow businesses by engaging with viewers, industry must provide the necessary tools to build trust with consumers. The AdChoices program is familiar to consumers on the web and in apps, so it only makes sense to extend this well-known privacy-enhancing regime to CTV. #privacy https://lnkd.in/ddJeR75S

While cookies aren't a data field in CTV... they still play a key role in cross channel measurement and identity resolution. I've talked about how Yahoo Advertising has you covered when signals go away. This article is just another extension of that overall strategy. And, (bigger picture) CTV is the future of our industry, so arm yourself with a platform that can help you connect the dots. Your 1P data strategy is only as good as you can scale it. Otherwise it's just numbers on a spreadsheet somewhere. #digitalmedia #digitaladvertising #ctv Yahoo #yahoo https://lnkd.in/eb5wSFcj

“Digital is a different animal we are yet trying to understand” got to hear it in one of my recent meetings. One key reason traditional advertisers are yet to trust and try digital with its full potential is the lack of a third party measurement mechanism such as BARC provides in case of TV advertising. In absence of such mechanism, the trust of traditional enterprises on digital (Google and Meta ) goes for a toss. Complexities such as attribution (cross channel, cross device and cross platform) adds further difficulties for these advertisers. Other than Digital is important or your competitors are already getting the benefit of it: what can be a solid argument to convince these advertisers? #digitaladvertising #digitalcampaigns

It's certainly a topic that is top of mind for many marketers and agency leaders that I talk to; how to keep up with (let alone stay ahead of), the continually changing media landscape in pursuit of consumers. If you can make it, AdAge US is hosting a discussion with Daniel Tjondronegoro and Matthew O'Grady on this very topic next week. Should be worth your while to tune in. #adeffectiveness #crosschannel #measurement #marketing #simplesophisticatedsmart

Google Updates Ad Policies for Privacy and CTV Google is updating its ad policies to address privacy-enhancing technologies (PETs) and the growth of Connected TV (CTV), enabling secure audience engagement. Key Changes: Privacy Tools: PETs protect user data while enabling tailored ads. CTV Growth: New tools target and measure ads in the fragmented streaming landscape. Policy Updates: Ban on deceptive ads, stricter data use guidelines, and expanded PET use. Why It Matters: These updates help advertisers securely leverage first-party data, reach CTV audiences, and stay competitive while respecting privacy standards.

📱Video ad investment is on the rise, outpacing the overall growth of digital advertising. But how did video evolve from being the 'black sheep' in performance-driven platforms to a prime target for increased investment? Over the past year, we’ve witnessed dramatic shifts in the industry—the launch of GA4, stricter data privacy regulations, and the rapid advancement of AI to name just a few. The explosive popularity of platforms like TikTok has also propelled businesses to prioritise video content. Curious about the trends shaping 2024 and looking for expert advice on maximising video ad impact for the rest of the year? Dive into our expert insights here 👉 https://lnkd.in/eV3Usxc7 #VideoAds #ContentStrategy #DigitalConsultancy #SearchEverywhere

Forgive my programmatic and data-centric ad tech "upbringing": Isn't your customer the real "TV currency"? Consider this: The primary goal of advertising is to reach a person and elicit a response. So, why not measure that person's response and use that data as your currency to optimize your TV buy? Nielsen's latest claim in the TV currency race brings up an important conversation about measurement. While traditional metrics have their place, the future lies in leveraging first-party, privacy-enabled consumer data. This approach not only respects consumer privacy but also provides more accurate insights into how your ads are truly performing. https://lnkd.in/gJm8b_-c If you really want to make your advertising dollars count, focusing on the consumer's response should be your top priority. After all, it's not just about reaching people; it's about engaging them meaningfully.

💡 Navigating the Future of Programmatic Advertising in a Cookie-Free World! 🚀 As we navigate the evolving landscape of programmatic advertising, the decline of third-party cookies raises essential questions. With estimates suggesting that US programmatic display ad spend will hit $148.8 billion in 2023—up 16.5% from last year—it's clear that this sector remains vital. 📈💰 Key trends to watch include: - 🏠 In-housing programmatic campaigns: Transparency is driving brands to manage their campaigns internally. - 🔍 First-party data solutions: With privacy-first initiatives taking center stage, brands will need to find effective ways to gather and use data. - 📺 Growth of Connected TV (CTV): US CTV spend is projected to rise significantly as more consumers turn to streaming. Incorporating 🤖 AI into strategies will also be crucial for staying ahead. The future of programmatic advertising is bright, but it requires adaptability and a keen focus on emerging trends! 🌟📊 #ProgrammaticAdvertising #DigitalMarketing #digitaladvertising #ctv #ctvadvertising #connectedtv #ott #overthetop #programmatic