Podcast advertising is growing even faster than CTV, says a different IAB report. Podcast revenue blew past the $1 billion mark in 2021, reaching $1.4 billion on a 72% increase. IAB says it will exceed $4 billion by 2024.
Connected TV (CTV) ads increased 57% to $15.2 billion in 2021, according to the Interactive Advertising Bureau (IAB). CTV revenue has plenty of room to grow: IAB notes CTV accounts for 36% of total TV time but just 18% of video ad dollars. A separate Innovid study also shows headroom: they find the average CTV campaign reaches under 10% of the possible audience with relatively low frequency.
Duo, a cloud-based secure access provider which is now part of Cisco, announced the launch of its first data centre in India to meet data localization requirements. This is the latest in Cisco’s investments to build data-compliant security infrastructure in India.
CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph. The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.