Time to get your Netflix passwords in order
The Trade Desk
We’re committed to making digital advertising better, because the future of the open internet depends on it.
Netflix bets on ads for long-term growth
By Travis Clark
Netflix is still the top streaming product in the business, and the company is making clear its vision to stay that way.
The popular streamer’s new advertising model and crackdown on password sharing are the tickets to boosting profits at a time when Wall Street is increasingly skeptical of subscriber growth as a metric of success, the streamer emphasized in its first quarter earnings on Tuesday.
The streaming space is inundated with rivals from legacy media companies that have lost billions of dollars on their streaming endeavors in an effort to supply their platforms with as much content as possible to attract subscribers. But the economics of streaming are changing fast, and subscription growth at any cost is no longer as paramount as increasing revenue and reaching profitability. In that sense, it’s clear why major streaming platforms — from traditional media companies like Paramount to Netflix — now offer advertising tiers.
________________________________________________________________
Just briefly
On the latest episode of The Current Podcast, Kroger SVP of Retail Media Cara Pratt talks about why retail media is the new darling of digital advertising and how to offer value to shoppers hit by inflation.
We explain the differences between deterministic and probabilistic data and why today’s identifiers lean on the latter in our new What the Tech?
________________________________________________________________
The U.S. ad tech industry ponders a greener future
By Damian Fowler
Ad tech leaders and key decision-makers from brands, agencies, and publishers gathered in New York on April 13 for the Green Media Summit, an inaugural event hosted by supply-side platform Sharethrough, to advance sustainability initiatives in the digital advertising industry.
If anything, the standing-room-only event showed the resolve of the ad tech community in the United States to come together and answer the call to create a greener ecosystem in the context of the global push toward net-zero greenhouse gas emissions. That goal — as adopted in the UN’s Paris Agreement — sets out the need to reduce carbon emissions by 45 percent by 2030 and achieve net zero by 2050.
For some big-picture context, recent data found that at close to 4 percent of total CO2 emissions, the carbon footprint of the internet is actually higher than that of global aviation. Speakers and panelists focused on the need to decarbonize the digital advertising supply path by making programmatic advertising more efficient.
“If every one of us goes out and decides to make a small shift in our business away from some of these high-carbon activities, we will immediately change the economics for every single player in the space,” said Brian O’Kelley, the CEO and cofounder of Scope3. “Small changes in behavior will have disproportionate impacts in markets, and this is a market.”
________________________________________________________________
This content was originally produced in The Current’s weekly newsletter. Sign up to get the latest in modern marketing delivered to your inbox.