You’ve almost surely heard the reports that Netflix is seriously considering an ad-supported version of its service, so I can’t really claim it’s news. But I will point out that for all the hand-wringing among people who dislike ads, there’s plenty of research that most consumers will gladly watch them in return for free or lower-price services. So it’s probably a good idea.
Self-service is a Thing these days, as companies try to do more things more quickly without more staff. Here we have adtech firm Audiencex releasing a self-service ad buying platform for performance marketers, who focus on measurable results. The product is aimed at small and mid-size companies who buy programmatic media.
Marketers tend to focus on the impact of privacy changes on targeting, but measurement is harder too. In fact, 90% of respondents to this global survey from Salesforce said privacy has fundamentally changed how they measure results. Just one-third get insights quickly enough to make decisions, and only 29% evaluate cross-channel performance with a cross-channel solution. Oh, and 50% increased investment in CDPs as a result of privacy changes – second only to 52% who increased investment in analytics and measurement.
The IAB is forecasting that digital video will capture some 60% of total TV/video ad spend this year, a growth of 100% on its share five years ago. The new 2025 Digital Video Ad Spend & Strategy Report also notes that CTV saw a 16% increase YoY in ad spend growth. CTV and social video will be the top “must-buys” for advertisers in 2025.