As political ad spend faucet opens, CTV media stands to be a major winner

Publishers, media agencies and ad tech vendors say political ad dollars are flowing toward connected TV.
August 15, 2024

As political ad spend faucet opens, CTV media stands to be a major winner

Publishers, media agencies and ad tech vendors say political ad dollars are flowing toward connected TV.

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  • Secure your passes for the Digiday Media Buying Summit, taking place October 15-17 in Palm Springs where we'll dive into the creator economy and connected TV with leaders from Marriott, Boathouse and more. Prices rise after September 2.
  • Advertisers are leveraging technology to analyze real-time data on media consumption and online behavior, ensuring their campaign messages are delivered to relevant, critical, persuadable voters. Sponsored by Seedtag.
  • To combat signal loss, brands are combining datasets, using data enrichment for additional insights. Sponsored by Publishers Clearing House Media.

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Publishers, media agencies and ad tech vendors say political ad dollars are flowing toward connected TV.

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Marketers are using deterministic and contextual targeting to combine signals related to an individual and the moment for optimal targeting.

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Digiday did a a deep dive to understand the source behind those recent X user numbers.

In the modern fragmented landscape, aligning with content that has lasting appeal is even more critical for advertisers aiming to connect with families.

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The study fits into a broader initiative by the media agency to become a hub of learning and experimentation around gen AI that’s accessible to all Omnicom clients (not just PHD or OMG) as well as the general public. 

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Despite DSPs’ popularity, media buyers and sellers prefer direct connections for TV advertising and have built workflows that eliminate the need for a DSP.

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Why the rise of retail media networks and first-party data has caught the attention of the FTC.

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Investing hundreds of millions of dollars in the outfit, formerly known as Kenshoo, would enhance its turnaround strategy with new measurement capabilities.

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