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Optimal TV Ad Mix is 20-30% Streaming: Comcast Study

Comcast Advertising took another reality-based approach to media optimization, analyzing more than 20,000 multi-screen TV campaigns to see what’s working.  Their chief conclusion was the budget optimal mix is 20-30% streaming with the rest going to linear TV.  There some other intriguing data about the growth in programmatic and audience-based buying, but they show percentages without base values so it’s tough to assess.

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Contextual Ad Targeting Offers Poor ROI: Nielsen Research

July 5, 2022

Contextual advertising is a more realistic option to replace cookie-based targeting.  Sadly, this Nielsen study finds that contextual data alone is among the least valuable signals for delivering return on investment, although it does help in combination with other factors.  Their conclusion is based on multi-touch attribution studies, which find that individual-level purchase data and look-alike models work best.

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Auto-delete location history is part of Google plan

July 5, 2022

While having location data is quite valuable to Google, the company announced it will begin automatically deleting location history when it deems there could be personal risks. This includes visits to abortion, weight loss and cosmetic surgery centers, and to fertility clinics. Google is also making it easier to delete data from app logs, and it has committed to transparency and advocacy to not divulge excessive personal information in instances of governmental or law enforcement requests.

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Marketers to Focus on Platforms Not Ad Channels in 2023: IAB Survey

November 29, 2022

This IAB study finds that connected TV and paid search are expected to be the fastest-growing ad channels next year, while linear TV and other traditional media continue to shrink.  More intriguing: marketers are focusing more investment on foundational tools like measurement and first party data, and less on specific ad channels.  Download for deep dives into retail media networks and the metaverse.

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