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September 16, 2022
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The Drum
 

Last week Yahoo released troubling research that incoming privacy changes would mean that 75% of digital ad inventory will be non-addressable by 2024 in the US. The concern for CTV is that it will become harder to track web conversions for campaigns.

One solution to shrinking addressable audiences is to use seller defined audiences. Pete Danks, vice president of product, told The Drum seller defined audiences would give publishers more control over their audiences, help standardize systems and be more transparent.

Elsewhere, there was positive news for UK TV advertisers and broadcasters after reports Liz Truss’ government might scrap the incoming ban on HFSS ads before 9pm

For stories, pitches and general wonderings please email hannah.bowler@thedrum.com or john.mccarthy@thedrum.com. Thanks for reading!  

 
Shrinking addressable supply a ‘challenge’ for CTV, Yahoo ad data lead warns

Shrinking addressable supply a ‘challenge’ for CTV, Yahoo ad data lead warns

Yahoo’s vice-president of ad data products has issued a stark warning that 75% of digital ad inventory will be non-addressable by 2024 in the US.

Read full article
 
Are we going about connected TV all wrong?

Are we going about connected TV all wrong?

The TV ad industry is still overcomplicating connected TV (CTV). Rich Brant, former AV product director at Dentsu and now director of advanced TV at Vevo, calls for a fresh approach and offers his guide to a simpler implementation. 

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Media and advertising on the day of The Queen’s funeral: everything you need to know

Media and advertising on the day of The Queen’s funeral: everything you need to know

UK media will go almost entirely advertising-free on Monday for The Queen’s state funeral. Here’s your complete guide to what broadcasters, publishers, platforms and out-of-home (OOH) companies will be doing to mark the day.

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Why e-commerce brands are flocking to TV

Why e-commerce brands are flocking to TV

SPONSORED BY: THINKBOX

TV is experiencing a surge in spend from online-born businesses. The findings from Thinkbox’s TV playbook explore when to know the time is right to use TV advertising, its impact on online performance, and how to go about getting your online business on TV.

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Could seller-defined audiences be an answer to the first-party data conundrum?

Could seller-defined audiences be an answer to the first-party data conundrum?

The deprecation of the cookie means the majority of audiences in the future will be non-addressable. Pete Danks, founder of Carbon and vice-president of product at Magnite, says seller-defined audiences could be part of the solution. 

Read full article
 
IPA welcomes possible U-turn by Liz Truss on HFSS ad ban plans

IPA welcomes possible U-turn by Liz Truss on HFSS ad ban plans

New government could scrap incoming ban on advertising products that are high in fat, salt and sugar before 9pm.

Read full article
 

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