Platforms need to turn media into a performance marketing channel with targeting and attribution, according to Laura Martin, Needham & Company. Investors seek real business outcomes from ad inventory over traditional upper-funnel advertising in streaming.
Streaming services struggle with the need for outcomes-based measurement while facing demands for increased transparency. Some platforms are evolving into walled gardens to safeguard data, creating a dilemma between investor and advertiser expectations, notes Martin.
Laura Martin highlights how the transformation into mini walled gardens to safeguard data complicates the balance between investor interests and advertiser demands. Winners and losers are already emerging in the streaming landscape.
Retail media networks, providing closed-loop attribution, offer platforms a competitive edge in streaming. Amazon's advantage is linking ad inventory to actual sales, driving higher prices. Walmart's Vizio acquisition reflects the growing significance of this attribution capability.
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