The traditional TV advertising business isn’t what it used to be and a linear TV ad dollar doesn’t go as far as it once did in securing favorable ad prices. The tightness of the traditional TV ad market has led TV networks to whittle down the money that advertisers are looking to spend on their linear networks’ inventory. As a result, an advertiser submitting a $10 million deal to a TV network for its linear inventory is likely to see that amount reduced to the point where a cut to $7 million is considered a win, said an agency executive. Read more below. Other things to know about - This week: Hear from Verizon svp and chief media officer John Nitti, Havas evp and head of digital strategy and investments Sargi Mann and more at the Digiday Media Buying Summit LIVE.
- New report: Social commerce is on a steep upward trajectory of growth and it could be worth $600 billion in the next seven years. Even after the initial “pandemic bump,” it’s unlikely that that number will dip. Sponsored by Tipser.
- Technology has enabled mid-pandemic innovation among in-house teams and it’s powering collaborative efforts that have resulted in increased creativity for many brands. Sponsored by Bannerflow.
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| Top Stories |  | | Ivy Liu |
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| Business of TV | | | | TV networks are pushing for advertisers to sign deals that allow ads to run across networks’ streaming and digital inventory in addition to their linear channels. | | |
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howdy! | The Programmatic Marketer | | | | Google is signaling aggressively that the era of direct consumer targeting as we’ve known it is ending. | | |
| Sponsored by Piano | | | | Post-pandemic, publishers are turning to strategies to optimize pricing, subscriber onboarding and retention-rescue tactics in 2021. | | |
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howdy! | Beyond Ads | | | | Advertising agencies are launching new multicultural PMPs but some Black-owned media companies are refraining from joining. | | |
| Sponsored by Bannerflow | | | | As the world locked down, in-house marketing teams went home to work, but the result wasn’t stifled productivity — it was a burst of creativity and new bandwidth to innovate. | | |
howdy! | DIGIDAY+ MEMBER EXCLUSIVE | | | | Mediabrands is bringing together a raft of its biggest clients — about 20 Black-owned and Black-targeted media players — for an Equity upfront. | | |
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| Sponsored by Celtra | | | | Every advertiser is competing for precious attention in a world awash with site content and increasingly restricted publisher environments. To win their spend, publishers must help provide a competitive edge. Join Nikki Gertner, senior product marketing manager at Celtra, on March 16, at 1 p.m. ET, for a deep-dive into how immersive experiences are breaking through banner blindness and unlocking ROI. | | |
howdy! | Life Beyond the Cookie | | | | Most digital publishers connect to Google’s ad tech in some way, but those reliant on open programmatic ad exchanges, and without robust first-party data solutions, could be hurt by Google’s data decisions. | | |
howdy! | Life Beyond the Cookie | | | | Zeus currently offers more than 4 billion impressions per month across its participants’ owned-and-operated sites. | | |
| Publishing in the Platform Era | | | | Harper's Bazaar digital director Nikki Ogunnaike is growing and monetizing its audience while strategizing around digital trends. |
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