Truth be told, most advertisers are aware of waste in ad buying but accept it as part of doing business. Their bigger problem at the moment is the impending loss of third-party cookies. This eMarketer study finds that about 80% of programmatic ad buys still rely on cookied inventory (the figures vary by industry). Lots more on AI, TV measurement, streaming media, and walled gardens.
The advertiser trade association ANA has long been cranky about waste in the advertising supply chain. Its latest 125-page opus lists dozens of problems and estimates that $22 billion of the $88 billion spent on programmatic ads could be saved through greater efficiency. They have lots of suggestions for how to do better, most of which seem require more work for media buyers.
Are you a retail media fan? Here’s an upbeat DoubleVerify report that finds 61% of retail media buyers feel retail networks perform better than other channels. They’re not entirely thrilled, though: they cite high cost per thousand rates, limited targeting options, limited on-site ad space, and the lack of ad quality verification by third parties such as, well, DoubleVerify.
Continuing its early fall shopping spree, Salesforce has signed a definitive agreement to acquire data protection and management company Own (it is also acquiring voice agent vendor Tenyx). In addition to analytics capabilities Own will enhance Salesforce’s existing data security tools. It has been a Salesforce AppExchange partner for over 10 years.