蘑菇AV

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.

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.

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.

Competitors like Amazon and The Trade Desk have their own post-cookie solutions in the works鈥擜mazon鈥檚 is in development, while The Trade Desk鈥檚 Unified ID 2.0 has a number of major ad partners. Our take: Criteo layoffs are a worrying sign for the ad industry鈥檚 pivot to post-cookie solutions.

The Trade Desk is building a post-cookie solution called Unified ID 2.0 which, like Privacy Sandbox, is gaining support among major brands.

Ad cost inflation is also top of mind for advertisers: Competitor The Trade Desk plans to bid below pricing floors to remedy what it calls a lack of standards in ad pricing. Our take: The DOJ鈥檚 suit may be against Google, but it could also open the door for broader antitrust challenges against other internet giants that regulators like the FTC have struggled to maintain.

To capitalize on retail media鈥檚 surge in popularity, Dollar General made some big investments in DGMN last year, including through partnerships with The Trade Desk, LiveRamp, Google Ad Manager, and Goodway Group. It also brought on board new advertising partners including Unilever, General Mills, Colgate-Palmolive, and The Hershey Co. And additional investments may be on the way, according to Owen.

So advertisers can buy Netflix inventory through exchanges operated by The Trade Desk or Google now, which makes it way easier to include that inventory in your regular purchasing if you're a brand. And as sports becomes part of their content offerings, like a much more consistent part of their content offering, that might only go up and make the value of that ad space more valuable too.

Data-rich companies include retailers (like Walmart), payment companies (like JPMorgan Chase), and media-buying platforms (like The Trade Desk). Data-poor companies need to partner with data-rich companies. Some 49% of advertisers worldwide believe using their own first-party data is the most promising solution post-cookies, according to DoubleVerify.

For example, last fall the company partnered with demand-side platform (DSP) The Trade Desk, and it plans to partner with other DSPs, Pratt said. 鈥淲e鈥檙e going to create the opportunity for brands to tap into our audience and transact in their preferred DSP,鈥� she said. Pratt said the company is also testing new ways to segment audiences.

Demographic targeting can result in ads reaching people who are not potential buyers, like a diaper brand advertising to consumers ages 18 to 49, rather than to people who have purchased diapers or maternity clothes, or who have joined a baby shower registry, said Ellen Mulryan, senior director of retail media partnerships at The Trade Desk.

By combining their data, the two companies are enabling brands to purchase CTV advertising directly from within The Trade Desk and measure the ROI from their ad buys. Why it matters: The AI opportunities.

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.

The argument: As the off-site era of retail media ad spending matures, driven by aggregators like Criteo, The Trade Desk, Skai, and Pacvue, the influx of ad dollars is inhibiting incentive for standardization, argued Willens. 鈥淭hey've got at least a year before the pressure to get to a standard rises up,鈥� he said.

Although there are more than 150 retail media networks, most US advertisers (57%) say they鈥檙e only willing to work with a maximum of four retail data partners, according to a May 2023 survey from The Trade Desk Intelligence. What鈥檚 against it:.

The Trade Desk claims its universal IDs have a near 100% match rate, so the pairing between user interests and ads is highly accurate. And since partners across the supply chain are working with the same set of data, universal IDs create a more e铿僣ient process. Because consumers must opt in to universal IDs, it will be hard for the solution to reach the ubiquity that cookies had.

So Suzy, your prediction is that a third party, like The Trade Desk or like Criteo, will buy a tiny retailer's media network and own it, take ownership of it. Suzy Davidkhanian:. Yeah, and maybe they'll just reuse the data or maybe they'll close it but then reuse those resources.

The blow to Privacy Sandbox鈥檚 position could allow competitors like The Trade Desk and Amazon to come to market with post-cookie solutions sooner, diluting Google鈥檚 market share as it adapts to regulatory concerns.

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. Marketplaces will need to respond to evolving consumer behaviors to stay front and center.

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.

Thanks partly to changes made by large demand-side platforms (DSPs) such as The Trade Desk, there is now an economic disincentive to flood the open market with multiple offers of the same inventory. Consequently, many publishers have spent the year at least experimenting with shutting down resellers.

They also launched a self-service retail media ad partnership with The Trade Desk to try to elevate their retail media program and to try to get some more advertisers in through the door that way. Sara Lebow (06:39):. Could you see CVS buying a Capsule or a Hims or one of those D2C pharmacies that I feel like everyone is using now? Sky Canaves (06:48):.

So are you saying that there's a methodology that applies not just to Amazon but also to TikTok and the trade desk and that? Is that what you're. Suzy Davidkhanian (10:59):. Asking for? Yeah, it should be. If you're measuring the success of your ad dollar, it should be regardless of the type of channel or platform you use so that you can measure apples to apples. Max Willens (11:10):. I see.

I mean, when you look at rivals like Annex's, The Trade Desk, there are smaller players that continue to innovate and succeed to some degree. So I think we have to be careful about punishing my client just for being really good at what it was tasked to do, which is to create a vibrant ad ecosystem that worked for a number of different players for years. Marcus Johnson (15:34):.