Niall Moody’s Post

The US digital advertising industry defied expectations in 2023, reaching a record high of $225 billion according to the IAB's annual report. This growth of 7.3% year-over-year demonstrates the resilience of the industry in the face of economic uncertainty. 🔥 Retail media, video advertising (CTV/OTT!), and audio are on fire! 🔥 ▶ Retail media showed the strongest growth at 16.3%, reaching $43.7 billion in 2023. ▶ Video advertising revenue grew 10.6% to $52.1 billion, with CTV/OTT accounting for 42% of this segment. ▶ Audio advertising continued its impressive growth trajectory, expanding by 18.9% to $7 billion. 🚀 Social media advertising is back! 🚀 ▶ Social media advertising rebounded from a slow 2022 with an 8.7% increase, reaching $64.9 billion. ▶ Search and display advertising remain high but saw more modest growth rates of 5.2% and 4% respectively. 🔐 Privacy is here to stay. 🔐 ▶ Privacy regulations and a focus on data privacy are here to stay. ▶ The industry must adapt and innovate with privacy-by-design solutions. ▶ Channels with strong first-party data and contextual targeting will be well-positioned. 🤖 The future is AI! 🤖 ▶ Generative AI is transforming advertising with data-driven creative, personalization, and real-time optimization. ▶ Leading companies are adopting AI to replace lost targeting signals. ▶ The challenge is finding the right talent to navigate this fast-paced future. The digital advertising landscape is undergoing rapid change, but the future is bright! Let’s see what new frontiers unfold in 2024! #digitaladvertising #marketing #iab #ai #creativity #privacy #trends Source: IAB/PwC Internet Advertising Revenue Report

With limitations in counting and qualifying audiences, digital media is becoming day after day a «mass media». Public (GDPR, CCPA) and private (Google, Apple, Safari…) regulations will soon put an end to broadly available ID’s such as cookie and mobile IDs. Alternative IDs or logged-in environment could mitigate the impact for a while but new capabilities for planning and measurement should be developed and geo-identification seems to be a strong answer to those challenges. For Out of Home media, data at the geo-level is sufficient to power the services we provide to advertisers and agencies as long as we provide the methodologies to make this data actionable (what we are currently doing 🙂). Curious to see how digital players could leverage this geo data to maintain their value proposition to advertisers. Nice read on the topic here : https://lnkd.in/ebtfrbtt #data #ooh #digital #geoisthenewcookie #jcdecaux #media 

The identity space is crowded, resources are limited. So who is actually adding value and how much? We at Playwire have done some extensive A/B testing with major ID providers and results are promising. Even in 3P Cookie environments, all have provided an uplift. Kudos to Prebid.org SharedID for taking top spot for a non-authenticated solution. Much more to come here, stay tuned! #identityresolution #firstpartydata #privacysandbox

The IAB Tech Lab has released their Seller Defined Audiences (SDA) guide with input from Curt Larson, CPO at Sharethrough, and IAB Tech Lab member. In a recent blog post, Curt outlines a path for sellers so that they won’t sacrifice privacy by obfuscating the seller defined audience signals via deal IDs. Seller Defined Audiences (SDA) is an addressability specification incubated within the IAB Tech Lab's Project Rearc. It allows publishers, DMPs and data providers to scale first-party data responsibly and reliably without data leakage or reliance on deprecated IDs and/or new, untested technologies. 👉 Read the full article: https://lnkd.in/ePnYKwvr 🔍 Download the guide: https://lnkd.in/eSSMXAyU #SDA #SellerDefinedAudiences #programmaticadvertising #firstpartydata

Reflecting on the IAB Session: Entering the Post-Cookie Era This Tuesday, I had the opportunity to attend the insightful IAB UK session focused on the future of digital advertising in a post-cookie world. Here are some key takeaways that are reshaping our industry: 🎯 Diverse Strategies for Targeting and Measurement: As we phase out third-party cookies, no single strategy will take its place. Instead, we're seeing a proliferation of methods like first-party data, data clean rooms, and edge computing. This shift is crucial as approximately 80% of the open web remains unaddressable. The mantra moving forward? Test, test, and test again! 💹 Significant Growth in Digital Adspend: The latter half of 2023 saw robust growth, particularly in areas like social video, BVOD, and CTV, with a forecasted 8.3% increase in digital ad spend for 2024. 🔍 Regulatory Developments: With the CMA closely monitoring Google's Privacy Sandbox, we’re anticipating potential reshaping of digital advertising standards by early 2025. This oversight is pivotal as we navigate this transition. 🔐 Advancements in Data Privacy: Data clean rooms are emerging as a key tool for analysing data securely without compromising privacy. Really interesting talk by InfoSum 📊 Innovative Attribution Models: As we move away from cookie-based models, the focus intensifies on sophisticated attribution methods like Multi-Touch Attribution (MTA) and Marketing Mix Modelling (MMM). Though powerful, these models require significant data and adaptability to provide a comprehensive view. Great presentation from Ebiquity plc 👥 Challenges and Opportunities: The dual priorities of maintaining consumer privacy and achieving effective marketing performance continue to drive our industry's evolution. Embracing emerging technologies and innovative strategies will be key.

As third-party tracking cookies fade, the digital realm strives to preserve personalised experiences that enhance consumers' online lives. It's about evolution, not extinction. Can personalisation thrive without cookies? Yes and no. Tracking cookies step aside, but verified ID-based approaches step in. Here's how it works: Publishers and brands use first-party, cookie-based IDs to create holistic profiles of visitors. Shared with telco partners, these IDs confirm users' identities. Privacy remains intact as publishers gain insights, and advertisers reach the right audience via privacy-oriented IDs. The goodbye to tracking cookies welcomes privacy-first practices and respect for user privacy. The silver lining? Adtech innovation ensures personalised experiences persist, using potent, privacy-focused IDs for the digital era. Explore more insights in our latest blog https://lnkd.in/exu5frUn #privacy #telcos #publishers #marketers #brands #cookies #trackingcookies #advertisers #thirdparty

With third-party cookies being deprecated this year, the world of digital advertising is set to change. Dive into insights shared by Drew Smith as we explore the challenges and opportunities in this cookie-free era ✨ Uncover how forward-thinking marketers are leveraging first-party data and AI to lead the way 🔍 Explore innovative strategies like retail media and contextual advertising 📈 Learn from high-growth companies setting the pace in this new landscape 🔗 Read the full blog: https://hubs.la/Q02tjC6X0 #digitalmarketing #GoogleShopping #PaidMedia #CookieFreeFuture #AdTech #FirstPartyData #AIinMarketing #AIinRetail

THE COOKIE CRUMBLES! For the longest time, cookies have been essential in determining the audience behaviour, interests and affinity in the world of digital media. Furthermore demographic segments based on behaviour in the digital world is a key element that determines where advertisers park their dollars. Essentially, personas in today 's world is possible because of the tracking of your clicks in all its whims and fancies. Cookies enable that tracking. Well. if you have been living under a rock and do not know, Google wil deprecate all third party cookies in a year's time, an exercise that will start for 1% of chrome users, early next year. The inevitability of this development brings massive opportunities to finally fix what's wrong with digital advertising in the first place, i.e. consumers being shown ads that they never care about and it never matches their needs and demands at a particular time. Hence, money is being wasted. With the cookie crumbling, the emphasis will be on first party data and contextual advertising to make an impact with the consumer. The elements which are still not the focus of majority of advertising in the developing world, because of two primary reasons: 1. Lack of strong data privacy laws in most developing countries to fully leverage the power of first party data. 2. Contextual advertising puts content & customer journey at the heart of digital media buys and most folks in the paid media industry don't understand content & customer journeys holistically. Combining first party data with great contextual advertising can be super beneficial for advertisers to get more bang for the buck. I shall cover some key insights from the intersection of contextual ads and first party data in the next post. Happy Friday! #contextualadvertising #firstpartydata #cookielessfuture #digitaladvertising #content #customerjourney Pic courtesy: American Heritage Chocolate on Unsplash

We find ourselves at a pivotal moment where user data holds unprecedented value. Marketing Brew's prediction that global ad spend will surpass $1 trillion by 2024 serves as a striking reminder of just how valuable this data has become. 💰 The Value Prop: The exponential growth of the advertising industry is no accident. Advertisers are willing to invest such substantial sums because they understand the power of personalized marketing. Access to user data allows them to tailor their messaging, reach the right audience, and drive results like never before. 😱 The Challenge: This tremendous value hasn't always translated into a fair deal for the individuals who generate this data. In the race for profits, user privacy and consent have taken a backseat. This misalignment of interests poses ethical and privacy concerns that demand our attention. 🤝 The Solution: The Permission.io platform is dedicated to restoring the value of personal data to the individual. We believe that you should have control over your data and be fairly compensated for its use. Users permission their data with brands they are interested in, and earn rewards when they choose to share information. The brand gets compliant access to data, which allows them to deliver highly personalized ads in this increasingly privacy centric digital world. Win-win. #UserData #Privacy #PermissionIO #DigitalAdvertising #DataOwnership #Transparency #PersonalData #Rewards #FutureOfAdvertising https://lnkd.in/eTU5R5XP