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Major SSPs Adopt OpenAP TV Identity Graph

September 29, 2022
OpenAP, the identity graph provider owned by Fox, NBCUniversal, Paramount, and Warner Brothers Discovery, has convinced three major programmatic ad sales platforms to use its OpenID identifier.  Advertisers buying through FreeWheel, Magnite, and Xander Monetize SSPs will be able to target and measure deduplicated OpenID audiences for both linear and connected TV.  Media agency GroupM will be the first buying agency to adopt OpenID.
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Individual-Level Targeting Is Most Common CTV Ad Buying Method: PubMatic Report

September 29, 2022
Ad buyers have so many different targeting options that it’s hard to know which are really important.  This Pubmatic study provides an unusual bit of clarity, at least for the connected TV (CTV) world.  It turns out that targeting at individual users is the most common CTV ad buying method (used by 87% of buyers), followed by contextual ads (79%), cohorts or segments (71%), location (63%), and publisher (55%).  Now you know.
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CMOs Question Value of First-Party Data: Wunderkind Study

September 28, 2022
Better first-party data is often offered as a way to compensate for the loss of third-party data due to privacy changes.   So it comes as a shock that CMOs in this Wunderkind survey rated first-party data the least useful tool for improve martech results.  In fact, respondents were pretty negative on tech in general: just 9% felt their tech strategy improves their marketing performance, 90% felt resources gaps were hindering their success, and 71% plan to reduce online marketing spend in the future.
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Ad Fraud Is Up but Anti-Fraud Methods Help: Integral Ads Science Report

September 27, 2022
We don’t like bad news any more than you do, Dear Reader, but that’s what bubbled up today.  Integral Ad Sciences reports that ad fraud rates jumped substantially in the first half of 2022, even as time-in-view continued to shrink and brand risk rose.  On the brighter side, anti-fraud protection reduced fraud rates by more than 90% compared with campaigns lacking fraud detection.  Lots of detail here by country and device if you happen to need it.
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Americans Skeptical of Metaverse: Ipsos Study

September 26, 2022
People with human friends can use augmented reality to ask their advice while shopping remotely.  But while that’s a popular application, this Ipsos survey finds that Americans generally doubt that AR or the metaverse in general will make their lives better.  In fact, most said it was not interesting (39%), a privacy risk (22%), or just hype (20%), while a mere 17% found it exciting and 19% said it would help them learn new things.
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