Break out those disco tapes: media mix modeling is cool again. The latest entrant is FutureSight.online, which has just released a version aimed at mid-market brands with mid-market budgets. The advantage of the technique is it works without third-party cookies or any other individual-level data.
Digital advertising platform PubMatic’s new partnership with GroupM, WPP’s media investment group, will enable the delivery of AI-powered cohort modeling to advertisers. Using a distributed AI model developed by Resolve, the collaboration aims to generate privacy-compliant audience segments across multiple publishers simultaneously. Not only does the targeting not rely on third party cookies, it also eradicates the need for user data to be moved or shared during the ad buying process.
A new record high for internet advertising revenue was reached in 2023: $225 billion, a 7.1% YoY increase according to a report compiled by PwC for the IAB. The big growth channels were retail media networks (16.3% YoY), video advertising (10.6%), with 42% of the growth generated by CTV/OTT, and audio advertising (18.9%). Search and display revenues remain high but show comparatively little growth.
Data clean rooms enable publishers and advertisers to share customer data without revealing individual identifiers, but they are not fast enough to support real-time bidding on open web advertisements. Symitri launched yesterday with a promise to close that gap, $5 million in funding, and the purchase of TRUSTX, a premium private marketplace created by Digitial Content Network and more than 30 top publishers.