I want my ctv Event

Last week, I had the opportunity to attend the IAB Tech Lab "I Want My CTV" conference, an event that brought together some of the brightest minds in the Connected TV (CTV) ecosystem. The atmosphere was filled with ideas and debates about the seismic shifts shaping the future of TV advertising. Here are some of the highlights of this day spent with some of the best in the industry.

The day began with a powerful opening keynote by Alan Wolk , Co-Founder of TVREV, who painted a clear picture of CTV’s ongoing evolution. From the rise of ad-supported models to the integration of shoppable content and the intriguing concept of "The Great Rebundling," Wolk's presentation set the tone for a day full of transformative ideas.

One session that particularly stood out was the panel titled "Is Convergence Real?" Experts like Jill Wittkopp from IAB Tech Lab and Cullen Deady from Publicis Media explored whether the lines between digital and linear TV are truly blurring. The debate over ad-buying strategies and packaging changes was lively and thought-provoking, leaving the audience with much to consider for 2025.

Fraud concerns in CTV also took center stage during a session led by Justin Adler-Swanberg (Human) and Adam Markey (The Trade Desk). They analyzed issues like app spoofing and device misrepresentation, offering solutions to strengthen trust and transparency in the industry. It was encouraging to see such focus on addressing these urgent challenges! So much more we need to understand and eliminate moving forward as an industry.?Including thinking around introducing a universal creative ID that can be carried in a tag or through various iterations of custom tags.

Compliance and user trust were another key theme. Jeffrey Wheeler from Didomi shared valuable insights on balancing revenue generation with robust consent management tailored for CTV platforms. It’s clear that compliance is not just a formality but a cornerstone for sustainable growth.

Identity and addressability in advanced TV were explored in depth during a panel moderated by Shailley Singh of IAB Tech Lab. The discussion covered strategies for cross-platform targeting and the nuances of household versus individual measurement. It was fascinating to hear how the IAB and the industry is attempting to navigate these complex issues.

The IAB event featured an impressive lineup of speakers, including Kristine Lopez (The Trade Desk), and Alexa Boncimino (Microsoft), who each brought unique perspectives on what’s next in CTV and beyond. Whether discussing programmatic innovations or metadata standardization, their expertise and insights are greatly appreciated.?

The "I Want My CTV" conference was a reminder of how dynamic and collaborative the CTV industry must become. From tackling fraud to advancing identity solutions, it’s clear we’re at an exciting crossroads. For everyone navigating the CTV landscape, dialogue like this not only provides insights but also actionable strategies to help shape the future.

What are your thoughts on the future of CTV? Challenges and Opportunities??

The 10 Ad Tech Holiday Wish-List Items from--->>>> Thomas B. Shell (Hawk Talk Ad tech contributor)

As we reflect upon the past calendar year and anticipate what’s next in the coming year here’s a holiday wish list for you

Depending on where you currently sit in the ecosystem some of your wishes may be seen as <NAUGHTY> or NICE.

If you are on the NAUGHTY list, you likely want the following:

1. Your walled garden will tower above the rest of them.? Just over 60% of total media dollars are currently split between 3 companies (Google, Meta/FB, Amazon)?

Continued lack of competitive separation from the combination of “Frienemies” and rapid consolidation in all facets of digital advertising? If it’s not broken then don’t fix it. Good for those on the inside looking out, not so much for the ones on the outside looking in.?

2. Less thinking, greater automation, and more emphasis on ad fraud & FOMO? Confusion, misinformation, and convoluted answers to simple questions. ‘Set it and forget it’ has been the tone of things over the past couple years. While addressing ad fraud and verification is important, there seems to be an increasing cost/tax in doing any business related to media. For most, the solution seems to be putting a few logos on a slide and/or say methodology is proprietary - part of your ‘secret sauce’ (intellectual property).?

3. Shut up and calculate - Attribution continuing to be last touch Depending upon the goals the analyzer has to accomplish. Data sets can tell a variety of stories based upon the ideology & methodology used to analyze them. For the purveyors of search and social they would be totally fine with attribution staying as-is.?

Now let’s be optimistic about things. Hopefully most can get behind the following NICE list hopes & dreams:

4. Ad tech ideology being less of black box. Some people treat ad tech like it’s quantum mechanics?

5. A famous quote by Physicist Niels Bohr regarding quantum mechanics is: "Those who are not shocked when they first come across ‘quantum theory’ cannot possibly have understood it.". This essentially means that ‘quantum mechanics’ is so counterintuitive that anyone who doesn't find it initially surprising probably doesn't fully grasp its concepts. The same can be said for modern day advertising’s theoretical BS.

6. Data transparency which will allow more scrutiny and all of us to see more degrees of competitive separation.?

Most methodologies aren’t that scary and math doesn’t have to be overwhelming. Let’s rebut the ongoing trend of diminishing transparency & QA tools.? Just because someone’s sandbox turned into kitty litter from its original Zen Garden concept doesn’t mean the future of data & identity is dead. Let’s follow the model “News” outlets have done this year and see more of the digital supply chain come together to 're-architect' digital advertising.?

7.Everyone agreeing about the future of cookies

Just because someone’s sandbox turned into kitty litter from its original Zen Garden concept doesn’t mean the future of data & identity is dead. Let’s follow the model “News” outlets have done this year and see more of the digital supply chain come together to 're-architect' digital advertising.?

8. A reverse to the rapid consolidation seen in ad tech and other facets of the advertising ecosystem.

For some of the conglomerates out there, decentralize assets not core to your business, then spin them off to evolve on their own. This is something that can work once parts of the infrastructure are standardized. We don’t need more “square peg – round hole” business challenges.?

9. Anti-Trust regulations - Allowing for healthy competition and an objective reality.? Maybe world peace is more realistic… It’s been said necessity is the mother of invention and innovation helps father that birth. BUT if the environment is controlled and influenced by a select few we limit the vision of naturally occurring leap-frog opportunities.?

The return of industry best practices and benchmarks Accountability doesn’t have to be a scary thing if you envision the constructive outcomes it can produce.?

10.The return of industry best practices and benchmarks-->> Accountability doesn’t have to be a scary thing if you envision the constructive outcomes it can produce.?

Share your thoughts on Thomas's wish list->>>

Media Shakeup: Elon Musk and the Future of MSNBC Ownership

Comcast is spinning off most of its cable channels, including MSNBC, CNBC, USA Network, and SYFY, into a new independent company, sparking speculation about Elon Musk’s interest in acquiring MSNBC despite his past criticisms of the network. Comcast has clarified that the channels will not be sold individually, but industry analysts suggest significant offers could change the equation. This restructuring reflects broader shifts in the media industry, as traditional cable faces competition from streaming platforms. Musk’s involvement would add political and financial complexity to the evolving ownership dynamics.

Holiday Season Sparks Record Q4 Ad Spend as Digital Media Leads Growth

Global advertising is set to grow by 10.7% in 2024, reaching $1.08 trillion, driven by digital media’s dominance and a rebound in linear TV fueled by major events like the Paris Olympics. Google’s 90% search market share faces DOJ scrutiny for monopolistic practices, while TikTok thrives despite regulatory challenges, with a 25.9% ad revenue increase expected this year. Holiday season ad spending will peak at $299.2 billion in Q4, led by retail and connected TV campaigns. Although uncertainties like regulatory pressures and geopolitical risks persist, the market is on track to hit $1.24 trillion by 2026.