The Disney brand is so strong it’s easy to forget that they are a major media company. But they are, and Disney Advertising this week announced new partners for its previously-launched data clean room. Future plans include using Disney’s proprietary audience graph for ad bidding and insights, and interoperability with industry programmatic solutions.
Relentlessly accentuating the positive, we’ll share that LiveRamp has made its online identity capabilities available in Snowflake’s Media Data Cloud. If you didn’t know Snowflake had a Media Data Cloud: it’s a “connected ecosystem” of identity, activation, measurement, technology, and data solutions, which they launched last October.
There’s a definite trend towards advertisers buying directly from media companies, but there’s also still a lot of value in being able to buy through a single source. The addressable TV industry is especially fragmented. Invidi Technologies, which provide ad tech to many networks, has launched a unified campaign solution called Conexus to help.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.