Connected TV, which includes streaming, is cruising towards a 20% share of all TV advertising. Brand safety concerns are growing right along with it. Yahoo DSP is addressing the problem by integrating Comscore’s Activation product, which offers pre-bid inventory filters based on analysis of program content. The filters will enable fine-grained exclusions that protect brands while leaving more inventory available to advertisers.
Streaming TV (the likes of Netflix, YouTube TV, and Hulu) absorbed more viewing time than either broadcast or cable TV in July. It’s the first time that happened. But it surely won’t be the last, especially as streamers add more live sports, which have been major drivers of broadcast and cable viewership.
Vidmob analyzes the performance of advertising creative, which you might imagine would be a good business to be in. You’d be right: LinkedIn reports their headcount grew by 57% in the past year. And they just raised a $110 million Series D round, bringing total funding to $231.6 million.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.