Retail data joins upfront conversations

Retail data is entering the upfronts as measurement gets more important

By Chris Brooklier

• Streaming and retail data combined bring together two cookie-free solutions that are already shaping the future of identity and authentication.
• eMarketer projects retail media CTV ad spend in 2024 will be $3.6 billion, 442% higher than 2023’s estimate.

?? Lightbulb moment

“Because now TV has got the metrics and the history as a performance medium, advertisers want this worked into the discussion and the negotiation. They want provisions and allowances as part of an overall master deal.”

– Sean Cunningham, president and CEO, Video Advertising Bureau

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Why are so many B2B firms sponsoring the Olympics??

By Zac Wang

• B2B brands’ sponsorships of the Olympics help underscore how live sports have emerged as one of the few remaining channels able to aggregate mass audiences.
• B2B brands are also prioritizing brand-building and are turning more consumer-like, which necessitates them being part of the cultural conversation.

?? Lightbulb moment

“Media fragmentation is not new. What is new for B2B clients is having to locate their customers in a digital, often anonymous world, and having the courage and will to expand to channels not traditionally considered ‘B2B.’”?

– Kristin Gower, global president of B2B, EssenceMediacom

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As cookies wane, those who’ve done their homework will be in good shape

By Grant Whitmore

• First-party audiences are proving valuable in a cookieless environment. Early indications for publishers point to double-digit percentage lifts in effective cost per mille when they can provide deterministic matches.
• Private marketplaces are more valuable for advertisers and premium publishers, with significant increases in both activations, rates and transactions across a wide range of advertisers and categories.

?? Lightbulb moment

“While the third-party cookie is unlikely to leave us with a whimper, it’s not quite going out with a bang. Our glass-half-full POV is that those who have done their homework and who’ve put the pieces in place to negotiate the turmoil will be in good shape to take advantage of different strategies currently out there or coming soon.”

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32% of US streaming cancellations are ‘won back’ after 6 months?

By Travis Clark

• A recent report from subscription analytics firm Antenna showed that 1 in 3 consumers in the U.S. that canceled a streaming membership resubscribed in six months, and 41% were won back in a year. It suggests a potential opportunity for streaming platforms to strategize on winning back subscribers as the metrics for success in the industry start to shift.

?? Lightbulb moment

The rate at which people resubscribe to streaming platforms is increasing. Last year, 30% of premium streaming video-on-demand gross additions in the U.S. were resubscribers, according to Antenna.

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