Grape Bytes: The Programmatic Pulse from Grapeseed Media | Apr 2024
Grapeseed Media
Programmatic Navigators helping brands and agencies explore the wide, wonderful world of addressable media.
Hello ??
The solar eclipse that swept across North America on April 8th was an opportunity of cosmic proportions for brands to reach people traveling to the path of totality.
One of our favorites was KFC Canada’s “bucket of chicken eclipse,” which played on digital out-of-home boards in the Niagara region on the day of the celestial event.
The campaign once again showed the power of pDOOH in delivering the right messages to the right audiences at the right time.
Coming up in this edition:
My best,
Bill Updegraff
ADTECH MONTHLY
Marketers Find New Ways to Buy Programmatic Ads Without Relying on User Data
In the ongoing quest to find cookieless identifiers, marketers are coming up with new and innovative ways to buy programmatic ads without relying on user data.?
With cookie deprecation now a reality, metadata is emerging as a solution that can help improve targeting on the web and on CTV.
Metadata is data about the ad’s environment. Although it can refer to any signal in the bidstream, the recent trend is toward advanced contextual signals that can help advertisers spot high-quality inventory.?
Privacy and Personalization: How Marketers Are Walking the Tightrope
Users are more privacy-conscious than ever before yet also expect highly personalized experiences, forcing advertisers into a tightrope walk between privacy and personalization.
As we’ve reported previously, The Trade Desk’s UID2 requires users to provide consent by opting into the data collection on the publisher’s website.?
Additionally, leading tech companies, such as Google and Amazon, are working on other audience identification solutions.
Meanwhile, many marketers are going back to the old school by embracing contextual advertising — powered by new technologies — to deliver highly relevant ads that respect user privacy and comply with regulations.
Using First-Party Data to Reach Households with Children
The FTC is considering making changes to the Children’s Online Privacy Protection Act (COPPA) Rule, which would require advertisers to deactivate targeted ads to children under 13 by default.
Meanwhile, some US states are introducing new child protection measures and raising the age of consent — making it a difficult time to be a child-focused media and production company.?
Driver Studios — which produces children’s YouTube content and digital ads for kids’ brands — partnered with Qonsent to collect first-party data that allows the company to target adults with children.?
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CHART OF THE MONTH
US Political Ad Spend to Hit Record High in 2024
2024 is a record year for elections, with over half the world’s population going to the polls.?
As the presidential election race heats up in the US, eMarketer projects that political ad spending will hit $12.32 billion in the US alone.?
Programmatic advertising can be a powerful ally on the campaign trail, allowing for the delivery of highly targeted messages tailored to local contexts.?
Looking for proven programmatic political advertising techniques?
Check out this article.
THE FUTURE OF ADTECH
"Faux OOH": the Future of AR Advertising?
Makeup brand Maybelline caused quite a stir in 2023 with its “faux OOH” campaigns that gave eyelashes and mascara wands to London transportation and put a mascara bottle-shaped bus on the streets of NYC.
Except…none of those things actually happened. Maybelline just tricked people into believing they did using “faux OOH” (fOOH??) tactics.?
These are hyper-realistic digital ads that look like real-world activations as a way to disrupt the digital ad environment and grab users’ attention.?
Could this be a glimpse of the future role of AR and VR in advertising?
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