"The great thing about online advertising is all that granular media data. But in streaming media? Not so much. Advertisers get redacted IDs, redacted devices and sometimes even redacted IP addresses. Not to mention that they pretty much have no idea where their ads ran. Cable TV advertisers, by comparison, know when their ads served, where they were in the commercial break and what show was playing on either side."
"That disparity is an opportunity, however, for the buy and sell sides to come together on data-sharing arrangements that make streaming ads - especially on challenger streaming services - more palatable to TV advertisers. Advertisers using the Viant-Tubi integration still won't get show-level data. But a family-friendly advertiser, say, could specifically avoid appearing after a scene that depicts sex or violence."
"Should I Stay Or Should I Gopuff? A new partnership between The Trade Desk and commerce media startup Koddi will allow advertisers to buy sponsored product ads programmatically on delivery app Gopuff. This isn't The Trade Desk's first rodeo with retail. It's still the whitelabeled tech behind the Walmart Connect DSP, for one. But most of its retail-focused partnerships have involved TTD serving off-site ads on behalf of retailers."
Online advertising provides granular media data, but streaming media commonly redacts IDs, device identifiers, and IP addresses, obscuring ad-level transparency and placement. Cable TV delivers precise timing, commercial-break position, and adjacent-show context. That gap enables buy and sell sides to negotiate data-sharing arrangements that improve measurement and brand safety for streaming ads, particularly on challenger services. The Viant-Tubi integration increases content-level targeting without exposing show-level data, enabling advertisers to avoid content around sex or violence. The Trade Desk and Koddi partnership enables programmatic sponsored product placements on Gopuff and introduces keyword bidding on retailer search results.
Read at AdExchanger
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