CES takeaways, a path to Digital Direct 2.0, and hints at where AI may take us next
This issue is brought to you by Michael Stoeckel , Will Batson , Nick Lamb , & Laura Franta-Abdalla
Where programmatic falls short, Digital Direct offers opportunity
As we know, supply chain transparency has been the primary pitfall of programmatic—long before any discussion of cookie regulation. The Association of National Advertisers ' Programmatic Media Supply Chain Transparency Study estimated that only 36 cents on every ad dollar actually “reaches the consumer,” leaving “$22 billion in efficiency gains” available for the buy side. So while programmatic offers the opportunity for extreme reach in a digital age—with the average campaign able to run on a staggering 44k websites at a time—the cost of these campaigns—bloated by DSP, SSP, and other vendor fees—does not always translate to value. Compounding cost issues, knowing where your ad will end up is often impossible. Considering additional losses generated by a lack of emphasis on publisher quality and sustainability and data optimization issues, programmatic advertising teams are often left with much to be desired when it is time to calculate return on ad spend.
In many ways, Digital Direct presents inherent solutions to programmatic challenges. See how.
CES 2024: From AI to increasingly frictionless ad experiences—imagining what's possible for advertisers in 2024 and beyond
For many of us, CES 2024 offers more than just a glimpse into future tech—it reinforces inevitabilities we anticipate across the media landscape, like the rush toward omnichannel, the proliferation of clean rooms, and the accelerated growth of walled gardens. Still, the showroom floor presented endless opportunities that advertisers will look to take advantage of in the coming year.
Read our takeaways here.
Catch us in conversation
WEBINAR | Camp Fire: Direct Sold Feb 21, 2024 @ 1:00 PM EST
While programmatic topics dominate the trades, those who can sell their inventory directly don't rely on the open marketplace. They focus on making direct sales work better for their customers, more efficiently, and more profitable. Whether IO-based or programmatic direct, publishers need to optimize their processes, tech, and people's time to ensure the future of their businesses.
Michael Stoeckel , Hudson MX Head of Platform Partnerships, will join a panel of experts in a roundtable discussion about how direct-sold must evolve in 2024.
Register here.
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