蘑菇AV

Companies like The Trade Desk and DoubleVerify have been working to provide new measurement solutions to streamers, broadcasters, and digital marketers. The aforementioned two in particular have struck major deals with streaming services: The Trade Desk is working with Disney on the new ad-supported tier for streaming service Disney+.

CMX has also partnered with The Trade Desk to provide advertisers with insights beyond the retail environment, leading to a more holistic campaign view. This week, CMX rolled out a beta test of its self-service offering, aimed at providing pricing transparency and additional performance insights. This was originally featured in the Retail Media Weekly newsletter.

For the past few years, some of the biggest names in ad tech鈥擳he Trade Desk, PubMatic, Magnite鈥攈ave held onto CTV as a shiny growth narrative. Although investors鈥� enthusiasm seems to have started subsiding, CTV does represent a massive long-term opportunity for ad tech stakeholders.

The Trade Desk and Instacart. Ad tech company The Trade Desk and grocery intermediary Instacart teamed up in October to improve the latter鈥檚 retail media offerings through improved metrics. Why it works: Retail media data is in demand.

The Trade Desk.

But its new strategy speaks to both the level of competition from players like The Trade Desk and Publicis Groupe鈥檚 CitrusAd, as well as the need for a streamlined approach to retail media and ecommerce.

The company recently partnered with The Trade Desk to equip advertisers with Instacart purchase data. The information enables advertisers to build category-based audience segments, such as consumers who bought a specific category, but not a brand, as well as lapsed brand purchasers. Instacart is also broadening its technology offerings.

This comes as The Trade Desk (the company behind UID2) is introducing its database solution (Galileo) at CES. Advertisers can upload first-party data to Galileo to target specific audiences, with UID2 serving as the product鈥檚 linchpin. Paramount is betting that UID2 takes off as one of the top identifiers in a post-cookie world, and getting in early allows it to become a leader.

The Trade Desk is one to watch as this trend unfolds. It鈥檚 growing its share of鈥攁nd influence over鈥攖he programmatic CTV market. It鈥檚 stepped up to help shepherd the industry toward a 鈥渇orward market鈥� where buyers commit to spend in advance but have more control over when and where the spending occurs.

Not just AI: At its October Unboxed event, Amazon announced an expansion of its ad platform with Amazon Publisher Cloud, enhancing ad tech systems to compete against companies like Google and The Trade Desk. This update includes a data clean room for publishers, enabling them to integrate their audience data with Amazon's for targeted ad delivery, and new features in Amazon's DSP.

Nine in 10 (90%) advertisers plan to maintain or increase their programmatic live sports budgets in 2024, according to The Trade Desk. Nearly half of advertisers (49%) report that they have increased live sports allocations on CTV, per that same report.

At this year鈥檚 upfronts, that change in priorities had an impact: 59% of advertisers planned to either lead with CTV or balance their linear and CTV buys equally, and 29% said they planned to spend more on CTV, according to research by Advertiser Perceptions and The Trade Desk Intelligence. Let performance TV power your upfront strategies. But why the new focus on CTV?

By leveraging demand-side platforms with turn-key commerce panel integrations, such as The Trade Desk, QSR marketers can create lookalike audiences and make swift campaign modifications based off of cohorts who have converted. Marketers can zero-in on what鈥檚 working while in-flight, without wasting time and ad dollars.

Over half (55%) of US advertisers reported that a lack of self-serve programmatic tools was a top challenge involved in using RMNs, according to a May 2023 data from The Trade Desk and Material+. In order to set themselves apart from the competition, we predict that some RMNs will follow in The Kroger Co.鈥檚 footsteps and build out their self-service platforms for advertiser clients.

Partnerships with major ad-tech companies like Google, The Trade Desk, and LiveRamp strengthen Albertsons' offering and expand its reach in advertising. By combining retail media with CTV advertising, Albertsons is creating fresh opportunities for brands to reach consumers across multiple touchpoints and harness valuable first-party data.

Instacart partnered with The Trade Desk to equip advertisers with Instacart purchase data to better target their programmatic campaigns. The data can be used to build category-based audience segments, including:. Consumers who have bought a specific category, but not brand. Consumers who have bought a specific brand. Lapsed brand purchasers. Consumers who have never purchased a specific brand. 2.

Demand-side platform The Trade Desk made headlines launching its OpenPath initiative in February 2022, which it said had generated interest from over 100 premium publishers within a few months. Agencies like GroupM, Havas, and Horizon Media are also optimizing supply paths through partnerships with major supply-side platforms for inventory curation and identity resolution.

Now, some buyers are asking streaming services to include money they spend on demand-side platforms (DSPs) like The Trade Desk in upfront commitments, per an April 2023 article from Ad Age.

CVS Media Exchange released self-service ads with The Trade Desk. Retail media will make up 14.1% of total US media ad spend this year, per our forecast, and its presence at Cannes reflected its growing share. 鈥淎s synthetic content floods the digital space, and signal loss reduces measurability, safeguarding integrity becomes more important than ever.

Amazon went from partnering with vendors like dataxu and The Trade Desk鈥攂oth of which supported the retailer鈥檚 effort to sell inventory on its Fire TV platform鈥攖o phasing out those alliances and building what is essentially a walled garden.

Other retailers are getting there through partnerships, notably Walmart with The Trade Desk and The Kroger Co. with Roku. As these ventures continue to bear fruit, retail media networks will be on the receiving end of the flow of dollars from traditional to CTV鈥攁 trend that鈥檚 been playing out over years and shows no sign of abating.

Macy鈥檚 recently partnered with The Trade Desk to widen the reach of Macy鈥檚 Media Network, soon after it launched its third-party marketplace. Now, advertisers will be able to use customer data from Macy鈥檚 and Bloomingdale鈥檚 to run a wider range of display, CTV, and audio ads via the ad tech vendor鈥檚 platform.

D2C brands can use demand-side platforms (DSPs) like Amazon DSP and The Trade Desk for this purpose. These offerings help D2C brands efficiently reach valuable audiences鈥攊ncluding existing brand and category buyers鈥攁nd can grow brand awareness and measure attribution simultaneously. Streaming TV is a pricier but effective means of growing brand sales.

Nearly 4 in 10 (39%) of advertisers are buying CTV ad spots because more inventory is available due to new ad-supported streaming tiers, per The Trade Desk. Our forecast projects US retail media CTV ad spending to soar 335.5% this year and reach $8.67 billion by 2027. Yes, but:. Offsite programmatic retail media faces scrutiny over transparency and advertising quality.

Examples: MNTN, The Trade Desk, PubMatic, Magnite. CTV device-makers: Advertisers buy from CTV device-makers. Pros: Ads can go within many apps as well as on device home screens and screen savers. Cons: Less transparency and control over where ads are served. Examples: Roku, Fire TV, Samsung, Vizio, LG.