Marketing leaders are slightly more likely than mainstream companies to use a single platform (41% vs 36%) and slightly less likely to use multiple technologies (43% vs 50%), finds this Econsultancy study for Adobe. Then again, both groups are more likely to use multiple technologies than a single platform. So confusing! Most do agree that they don’t want to build their own: just 16% of leaders and 15% of mainstream choose that option.
It takes a special kind of person to get excited at the thought of programmatic ad buying for linear TV. If that’s you, here’s news that AMC Networks has made that possible for its AMC, BBC America and We TV cable networks. If that’s not you, well, here’s a kitten.
Contextual ad targeting is often offered as an alternative to third-party cookies and device IDs, although most tests show performance is middling at best. But that’s when context is based on publisher-declared metadata, according to this study from Alliance for Video-level Contextual Advertising (ACVA), who just might be a bit biased. Still, they found when context was classified using AI systems, viewer attention and recall grow by 2x to 4x.
Amazon advertisers can now measure results outside of Amazon stores using a new service from Stackline and Gigi. Gigi will enable unified audience buying for Amazon Marketing Cloud and Amazon DSP, which run ads in Amazon’s online stores and streaming TV channels such as Prime Video. Stackline’s panel-based multi-retailer attribution will track customer behavior across Amazon, Walmart, Target, and other major online or in-store retailers.