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Digital video ad spend sees 16% increase this year

Martech

That is a 16% increase over last year and more than twice the $26 billion in 2020. This makes it hard for buyers to understand placement, viewability and guarantees. Marketers continue to move money into digital video despite significant doubts about audience measurement, according to a new report from the IAB.

Video Ads 117
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Why marketers must combat the hidden threat of MFA sites

Martech

The creators of these sites gain by generating high volumes of cheap, low-quality traffic that meets surface-level metrics, such as viewability, but lacks genuine user engagement. MFA supply has surged from 5% of web auctions in early 2020 to nearly 30% by mid-2023. The study found that: Only $0.36 going to ad-tech fees and $0.35

Marketing 122
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How Curation Is Transforming Programmatic Advertising in the Post-Cookie Era

YieldBird

Over the past few years, SSPs have rolled out specialized curation solutions like PubMatic Encore (2020) and Xandr Curate (2021) , with platforms such as Magnite, Index Exchange, and Nexxen following suit.

Cookies 52
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STUDY: Lotame Panorama ID Yields 83% Higher Viewability Rate for Banana Boat in First Cookieless Video Campaign

Martech Series

83% increase in viewability across Safari and Firefox (verses 61% with cookies present). Beat viewability benchmark by 34%. Launched in late 2020, Panorama ID is the first global, people-based, privacy-forward and interoperable identity solution for the cookieless open web. Smart AdServer), and Sharethrough.

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STUDY: Lotame’s Panorama ID Increases Viewable Impressions Across Devices by 76% for The Chamber of Commerce of Bogota

Martech Series

More viewable impressions across devices (76%). ” Recently, Lotame worked with Banana Boat for their first cookieless video campaign and found that Panorama ID yielded 83% higher viewability across Safari and Firefox (versus 61% with cookies present). More completed views across devices. Higher Video Completion Rate (VCR).

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Mobile Ad Viewability: What You Need to Know

InMobi

Here’s what you need to know about mobile ad viewability today. When running mobile advertising campaigns, whether in mobile apps or on mobile web, mobile ad viewability is key. desktop and mobile) environments, it’s critically important to prioritize and measure viewable ad rates. Here’s what the data reveals.

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Criteo puts retail media DSP into general release

Martech

Dig deeper: What brands and retailers need to know about RMNs Commerce Max, which has been in limited use since 2020, gives clients a one-stop shop for accessing retail media inventory. However, the industry has been fragmented, making it difficult for retailers, brands, and agencies to reach their full potential.

Retail 128