Leaving the Summer Olympics way behind, linear TV political ad spend is projected to hit over $7 billion this year. But the growth in political advertising for CTV is outpacing all other formats. If you think this will send costs soaring for ad inventory for everyone else, you’re right.
In more good news, Pixalate reports a notable 11% decrease in programmatic ad spend going to made-for-advertising websites since October 2023. Sites flagged as MFA in the U.S. alone still account for 12% of programmatic ad spend. And no less than two thirds are selling ads through Google Ad Exchange.
Twilio is the latest CDP to announce connectors that let it use data from an external warehouse. Linked Audiences, now in public beta, offers a no-code interface to build real-time audiences that combine data stored within Segment with data stored elsewhere. The underlying technology, Data Graph, lets users define relationships between the two types of data.
In partnership with attention metrics provider Adelaide, The Trade Desk is now offering high attention inventory to advertisers. Attention — often based on reactions of opt-in panels to ads — is now competing with viewability as a valued attribute, and is being used to complement contextual metrics. Attention has been used in the past to test ads once they have been published; now it’s entering the pre-bid space.