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Most US industries still use cookies in the majority of their programmatic ad buying process, according to data from 33Across. Insurance is the outlier, with half of its buys coming from cookies and half coming from cookie alternatives.

The growth of display advertising and programmatic tools highlights continuing innovation and competition across social media, retail, and mobile platforms, contradicting monopoly claims. The DOJ鈥檚 case relies on a narrow market definition, ignoring broader channels beyond Google, such as social media and in-app ads鈥攚here Google is far from dominant. #2: Pro-Consumer Practices & Innovation.

Scalable attention metrics for audio formats are a bit more challenging since many commonly used biometric and contextual signals don鈥檛 apply (e.g., eye tracking, scroll speed). Since less than 5% of digital ad budgets will go to audio this year, attention providers are focusing product development on other areas.

Podcast and digital audio ROI measurement is perceived to be at the bottom of the barrel. The reality? It鈥檚 relatively easy to measure ad exposures in streaming audio because the content is delivered in real time. Connecting an audio exposure to consumer behavior is trickier but no more so than would be the case for the average streaming TV ad. Podcast advertising is another story entirely.

It鈥檚 not publishers, programmatic advertisers, or users. It鈥檚 the search engines that scrape the internet. And even then, profits from generative AI search may not be sustainable as websites face less incentive to publish and the quality of information degrades, he argued. With AI engines scraping websites, people have less and less need to click links.

Programmatic advertisers already do. Sky Canaves:. Mm-hmm. Sara Lebow:. Yeah, I think that's one of the hardest parts is putting those ads in Petco and Pet Supplies Plus in Walmart and having them all serve in different places and comparing all of them. That's, to me, where the third party is most useful. With that in mind, that is all we have time for today, so thank you for being here, Suzy.

Because there are some I/O related deals that still get done that are not programmatic, and you want to ideally sell a whole lot of that space on your site as well as off of it. And that innovation is allowing them to not just sell more now, but really in the quarters ahead. Marcus Johnson (18:16):. Mm-hmm. Yeah. Amazon's advertising line item, as I mentioned now, accounts for 9% of its revenue.

And that seems like a good start, but I think there's a lot of potential to expand it to the subway cars themselves and to use formats like audio and to use more fine-tuned attributes, like being a fan of a sports team or a performer who's playing at Madison Square Garden. Just a lot of possibilities.

Thanks to booming demand for social extension, connected TV (CTV) deals that are just taking shape, and growing interest in programmatic display, US off-site retail media ad spending will exceed $24 billion in 2027, up from $6.73 billion in 2023. Retail media has the potential to become the most important ad spending channel out there.

So, speaking to the motivations of the StackAdapt team to build the Creative Builder, which is the tool that you have, talk to us a bit about that and the gap that you saw in the programmatic space that this tool fills. Aarjav Thakore:. Absolutely. I think this is obviously the answer could be in threefold.

Attention metrics are moving beyond consumer research into programmatic bidding strategies. But a lack of measurement standards is preventing mainstream adoption, even as AI-generated content threatens to upend engagement rates.

Sponsored product ads, sponsor search still leads, but we are seeing much faster allocations towards branding formats, the branded display, branded videos on retailer sites as well as programmatic solutions using retailers trove of first-party data to target consumers offsite.

It's also the first time Disney has used shopper data in streaming using programmatic and bid tech to identify audience matches like target audiences based on lapsed consumers or those open to switching brands. But Paul, what's your take on this partnership between Walmart and Disney? Paul Verna (18:49):.

As you pointed out, it commands about 50% of the open market programmatic CTV ad spending, and it's moving into content. It's going to spend a billion dollars, or north of a billion dollars, on content. And because of the visibility that they have into what people watch, what kinds of services they use, they can spend money in a way that's smarter, not harder.

So at the start of 2023, Bloomberg got rid of third party programmatic ads on its website and started its own first party ad platforms called Audience Accelerator. And we wrote a story about this in July, six months after it was launched. And they had really strong early results, not just with click-through rates, which were much higher, I think up 20%, but also with user experience.

Will they get a little bit more robust and go into the programmatic area? I mean, this is a bit more beyond the prediction, but I'm just curious at what level of retail media they'll try and get into. The basics are a bit more complex for advertisers. Paul Briggs:.