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In the DSP space, there's always a new announcement about an 'exclusive integration'. But that's a distraction. The real story is that ad tech may be changing. Ad tech has been funded by advertisers and advertising is an expense. Now we're seeing a influx of new entrants that are not advertisers, but instead profit centers, from airlines to c-stores, with lots of valuable 1P data, just when cookies are going away. These entrants have real skin in the game. Does it make more sense for them to 'own' tech, vs. rent it? Netflix thinks so, as well as Amazon. I think others will too, especially as the barriers to ownership come down. We could see a future with lots of walled gardens. May not make sense to choose a DSP primarily for the integrations they happen to have right now. Choose a DSP that's future-proofed. Unlike a lot of those temporary integrations, Yahoo Advertising's robust, Unified Identity solution is something that's not going away. Yahoo is here for the future. #digitalmedia #digitaladvertising #yahoo #dsp

💡 The advertising industry is evolving quickly, with digital platforms now leading the charge. In 2024, the global ad market surpassed $1 trillion, with giants like Amazon, Meta, and ByteDance shaping the future of advertising. 🌍 What does this mean for brands and marketers? A shift towards tech-driven, data-focused strategies that redefine how we connect with consumers. Read more about this transformative milestone and join the conversation! https://lnkd.in/gpXvdFny #DigitalAdvertising #MarketingTrends2024 #AdTech #Medvertise

➡ 📺🛎️ Advertisers very soon will be able to access Netflix inventory via Google's DV360 and TTD through Magnite SSP. The Trade Desk, Google’s DV360 and Magnite will join Microsoft as Netflix’s main programmatic partners. 💡Currently, Netflix only uses Microsoft to sell ads programmatically through private marketplace deals and will roll out a proprietary ad tech platform by next year. #programmatic #google #digital #adtech AdExchanger

We're missing the bigger story! While everyone is buzzing about Netflix's $40 million ad-based subscribers, there's been surprisingly little focus on their game-changing announcement: the development of an in-house #adtech platform. This marks a significant shift from their 2022 partnership with Microsoft (i.e., Xandr) for ad placement. Netflix's new approach opens up the #CTV (connected TV) / #FAST (Free Ad Supported TV) market dramatically. By supporting programmatic tools like The Trade Desk, Google's Display, Magnite—and presumably others in the future—Netflix is making their platform easier for advertisers to access. Additionally by collaborating with analytics players like DoubleVerify, Integral Ad Science, iSpotTV, and Nielsen, they're enhancing measurement capabilities and solving one of the major criticisms (lack of transparency) of the #walledGardens . Back in December 2024, in IDC's "CMO Futurescape" I predicted that 23% of walled garden vendor revenue would come from indirect sources. Well, this... is that! It's not perfect, but Netflix's announcement of an in-house tool, ironically enough, will allows advertisers to use their current adtech stack to manage and measure their "walled garden" ads. This simplifies operations, reducing the need for handling "one more platform," and is a welcome change for many. What's next? Will Walmart's retail networks integrate with Hulu? Will Facebook ads work with Google search? The potential for brands to access multiple channels through seamlessly integrated tech stacks, and poke holes in the big-tech walls is incredibly exciting indeed.

Did you know Amazon's ad business is growing twice as fast as Google's? Amazon's advertising business has skyrocketed, becoming a critical driver of its revenue growth, with a significant impact on its bottom line. Over the past year, the ad division generated $51 billion, which is four times more than five years ago and growing at twice the rate of Google's ad business! With approximately 9% share of the global digital ad market, Amazon is now the third-largest ad platform behind Google and Meta. This growth has even outpaced its Gross Merchandise Value (GMV) as more brands are investing in ads on Amazon to reach shoppers directly. Amazon's advantage? Its ability to leverage deep customer data and its high-intent audience for powerful, targeted advertising. Recent moves into video streaming, live sports, and Twitch have further expanded its advertising reach, creating new ad opportunities and gathering even more valuable customer insights. As Amazon continues to innovate, the ad business is poised for even greater expansion—becoming an essential part of its long-term strategy! My research made easy by AlphaSense 🙏

In today's digital advertising landscape, navigating walled gardens is crucial. These closed ecosystems, controlled by tech giants like #Google, #Amazon, #Apple, and #Meta dictate everything from content visibility to ad monetization, posing significant challenges for marketers. 📊🔒 Our deep dive explores the strategies to overcome these barriers, particularly in the connected TV (CTV) space. We discuss the need for transparency, ways to circumvent vendor lock-in, and how to maximize your advertising reach across platforms. Read the full article to understand why mastering walled gardens is more essential than ever, especially with potential changes on the horizon. Click Here to Learn More → https://lnkd.in/evKk9YAM #CTV #ConnectedTV #Advertising #DigitalMarketing

Left Hand Agency uses The Trade Desk (TTD) as our primary demand-side-platform (DSP) but there are distinct advantages to other DSPs so we go where the data makes the most sense for our clients. Here's the thing, advertising platforms like Google and Meta are not bad and not going away. My biggest issue with them has always been the transparency in "ad networks" outside of their own inventory (TLDR: don't do it). Additionally, the lack of ability to share data across makes measuring performance impact very difficult if you are not a direct-to-consumer (DTC) brand. This puts brands that sell in brick & mortar stores at a disadvantage and - in my opinion - a major reason they are shifting dollars to platforms that have retail media network (RMN) integrations. Until someone solves for multi-touch-attribution (MTA) for in-store purchases or these companies provide a way to unify their data while protecting their proprietary information - I think dollars will continue to flow to places like TTD. Will this be enough loss of rev to force the hands of Google and Meta? Not yet but maybe someday? Keep on keeping on TTD - I love you! 🥰

GroupM’s latest forecast predicts global ad revenue will exceed $1 trillion in 2024, growing 7.7% to $1.1 trillion by 2025. Digital ads will dominate, with top platforms like Google, Meta, and Amazon capturing most of the revenue. Retail media is set to surpass TV ad revenue for the first time. https://bit.ly/3DfYs12

GroupM’s latest forecast predicts global ad revenue will exceed $1 trillion in 2024, growing 7.7% to $1.1 trillion by 2025. Digital ads will dominate, with top platforms like Google, Meta, and Amazon capturing most of the revenue. Retail media is set to surpass TV ad revenue for the first time.

2024 will see strongest global advertising growth rate in six years Ad revenue among online-only businesses such as Alphabet, Amazon and Meta equates to almost 70% of all ad spend globally – Warc. WARC #advertising #advertisingforecast #advertisingin2024 #advertisingin2025 #adspend #advertisingspending