Navigating Key Challenges & Opportunities in the Advertising Industry

As a leading provider?of technology solutions for analytics and attribution, our team constantly meets with advertising industry executives to discuss how we can help them solve their biggest challenges. We are consultative experts in the field, and that requires we have a holistic view of the digital landscape to recommend comprehensive, holistic activation strategies for agency/advertiser customers. Throughout our conversations, we gather insights from C-level industry leaders and I want to share some of the broader issues that they say are top-of-mind right now:

Content quality. A lot of topics have been tossed around over the past couple of years – brand safety and suitability, inventory quality, content object signals, supply chain transparency, MFA, etc. All of these need to be brought together and simplified in a message for the market. Agency and brand buyers are weary of the overhyped issue-of-the-month and just want to access quality audiences, inventory and impressions. Advertisers are looking to big brands like Disney, whose 'Magic' gives them confidence that they can buy quality at scale reliably and safely.?

At the same time there is a tremendous opportunity in the “programmatic middle” across the open internet on CTV, DOOH, OOH, email, social media, linear TV and other channels. Publishers and AdTech providers need to package and present different levels of premium inventory as a simplified, measurable and performance-driven supplement for buyers.

Simplicity and accountability are buzzwords we are hearing across AdTech and Martech, and especially regarding growing channels such as retail media, CTV and DOOH. Advertising buyers are eager to test and invest more but are confronted with endless options, workflows and multiple industry perspectives on measurement and attribution.

Take a look at what DotDash Meredith is doing. Advertisers worried about meeting goals in the midst of third-party cookie deprecation can access quality inventory at scale via a premium publisher partner that has a loyal, logged-in audience and powerful contextual targeting capabilities. The aggregation of premium inventory, sold through a self-service interface, providing a one-stop solution for ad buying, will continue to expand as the digital buying and selling of ad inventory advances over the coming years.??

There are a tremendous number of smart publishers/broadcasters and ad tech partners that raise buyer interest and CPMs through direct buying. For example, see the SP500+ announcement from The Trade Desk. This aggregating of premium publisher inventory and audiences will drive new value and performance for buyers and sellers in the market. This inventory is brand-safe, measurable and accountable.?

Measuring accountability. Amid the cookie-apocalypse, a raft of alternative ID players are being presented and aggregated to maintain the consumer-publisher-buyer connection. Along with new approaches like Meredith’s, contextual and attention data providers are getting a lot more attention. Measurement and attribution are pulling more focus as well, and there is a lot of interest in innovative AI-driven solutions that give buyers a holistic view of advertising performance. Channels such as CTV and DOOH will certainly benefit from enhanced attribution technology tools that put their contribution in context and spur additional advertising investment.?

Let’s connect for a quick intro and get in touch with our team to see how we can help you build a holistic strategy that gives you a clear view of all of your advertising spend so we can better qualify your ROAS together!

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Melanie Eckl Andreas Eisermann Jonathan Gardner Omer Maksuti Santino Oliveri Hawk Digital Attributy.