We’ve written before about streaming video providers switching from subscriptions to an ad-based model. One issue that raises is ad measurement. To address that, Netflix has just integrated with Nielsen One Ads, which provides viewing metrics for digital ad campaigns.
Sometimes ad fraud feels like the weather: people talk about it but don’t take action. One of the few positive steps has been IAB Tech Lab’s Supply Chain Object (SCO), introduced in 2019, to validate all parties involved in a bid request. Alas, Pixalate reports that 13% of SCOs are not marked as complete and 19% of marked as complete by SCO failed independent verification. The failed bids had 65% higher invalid traffic rates than the others.
Meta has always known that users are worth more as ad targets than subscription buyers. Unfortunately for them, European regulators are clamping down on poorly consented data collection. As a result, it’s looking increasingly likely that Facebook and Instagram will have to introduce an ad-free option for European Union residents, reportedly at a rate of $14 per month on mobile devices.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.