The Relevance, Edition 2.1

The Best of 2023 to Kickstart Your Advertising Success in 2024

In this edition of The Relevance, we're looking at the top content pieces across the industry that shaped the past year to jumpstart success for advertisers in the new year. We're resurfacing articles, videos, and more on the hottest topics in advertising and technology from 2023 spanning across retail media, AI, streaming, political advertising, automation, privacy, and identity.

2024 Election Cycle is Here: 5 DSP Features for Political Advertisers

It’s that time again: the 2024 election cycle is here! With GroupM projecting the political ad market to reach a record $16 billion this year, the importance of effective political advertising cannot be understated.

To help political advertisers maximize relevance during this election season, we’ve created a guide focused on the 5 features every DSP should have for political marketers. You’ll find a comprehensive analysis of our proprietary platform data from prior election cycles to help make informed decisions this election year and in years to come.

Maximizing Relevance With CTV: A Guide to Optimizing Your Media Strategy

Advertisers must reach the most relevant audience with the most relevant ad at the most relevant time–and CTV offers a unique opportunity to do so. Learn from the following experts as they share their insights on how to optimize media strategies using CTV:

• Michael Beach (Cross Screen Media / State of the Screens)
• Chris Maccaro (Beachfront)
• Christine Carlson (Neo Media World)

The guide is titled “Maximizing Relevance With CTV: A Guide to Optimizing Your Media Strategy” and is available for download now.

The Future of Advertising: 2024 Predictions for AdTech

As we enter the new year, there's plenty on the minds of marketers. The Chrome cookie deprecation that recently started, the ongoing convergence of traditional and streaming TV, the 2024 election cycle, and much more.

To help guide the conversation, we formed a roundtable discussion with three key industry leaders. Hear from these visionaries as they share their thoughts and predictions for the future of AdTech in 2024:

• Rob Norman, Former Chief Digital Officer of WPP’s GroupM
• Lynda Clarizio, Former President of Nielsen’s U.S. Media Business and Former President of Advertising.com’s Global Advertising Business
• Frost Prioleau, Co-Founder & CEO of Simpli.fi

How First-Party Retail Data & Household-Level Targeting Work Together

Brands are constantly seeking ways to connect with shoppers throughout their purchasing journey, from product awareness to point of purchase. First-party retail data provides the valuable opportunity to precisely reach consumers with specific, tailored messaging.

Simpli.fi’s partnership with OpenX, which unlocks Walgreens Advertising Group data, gives advertisers access to data from the largest retail loyalty program in the U.S., consisting of more than 100+ million shoppers. Discover how a national Medicare consultation company used this retail advertising solution to reach consumers.

What We're Reading

• Programmatic keeps growing. NBCUniversal attributed a 50% growth in programmatic ad revenue to recent partnerships with alternative demand-side platforms, including Simpli.fi, that service small to mid-size customers.
• The cookie has started to crumble. Google Chrome's cookie phase-out began on January 4th with sites no longer having access to 1% of third-party cookies.
• Here comes retail media. MarTech Series released its 2024 predictions for retail media networks, emphasizing how advertisers will continue to pursue RMN opportunities as the value of first-party shopper data increases with the phasing out of Chrome's cookies.
• Advertisers place a greater value on reaching relevant audiences. The Association of National Advertisers (ANA) put out a programmatic supply-chain transparency report that audited the open web's advertising and how much of each advertising dollar went towards its intended audience.
• Netflix pivots with gaming strategy. The streaming giant wants to generate revenue from its video games, as they're considering launching games with ads on its ad-supported platform.