LG Ad Solutions, part of smart TV vendor LG Electronics, will integrate The Trade Desk’s Unified ID 2.0. This will support the use of advertisers’ own first-party data across the LG audience network. Unified ID 2.0 provides a persistent, privacy-compliant identifier to target audiences across channels and devices.
After years of thinking they were in the business of selling things to people, retailers have realized they’re actually in the business of selling people to advertisers. Retail media networks are the most obvious result, but why stop at ads sold directly by the retailer? Walmart has hooked up with Disney Advertising to test letting advertisers on Disney+, Hulu, and other Disney outlets use Walmart audience information to improve targeting and measure results.
Although the challenging 2023 ad market slowed growth for podcasts, revenue is nevertheless predicted to reach nearly $2.6 billion by 2026. For the second year, comedy and sports are beating news in appeal to advertisers. The report was issued to coincide with the IAB Podcast Upfront event, discussing innovations in the space.
Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.