The dollars have already started following audiences who are increasing tuning out of linear TV and into streaming. But this year that flow of money picked up pace. As the streaming viewership surge grew the pool of available inventory, sellers rolled back their streaming ad prices, which led a higher share of upfront ad dollars to roll in. “CTV took from everybody. It took from linear folks. It took from traditional digital partners. That’s where we know the eyeballs are going and the dollars have to follow that,” said one agency executive. Read more below. Other things to know about | | |
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| Business of TV | | | | As the streaming viewership surge grew the pool of available inventory, sellers rolled back their streaming ad prices, which led a higher share of upfront ad dollars to roll in. | | |
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howdy! | Marketing on TikTok | | | | TikTok could emerge as one of the unlikely winners during the end-of- year scramble from advertisers to dump as much of their media dollars as possible. | | |
| Sponsored by Facebook Gaming | | | | Brands that run app campaigns are beginning to find AI tools to be an efficient approach to streamlining time-consuming tasks while unlocking new growth potential. | | |
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howdy! | Subscriptions | | | | The business news publisher’s ad ops and product groups now sit in the same organization as its subscriptions team. | | |
| Sponsored by The University of Bath | | | | With this new Business Analytics MSc program, featuring units run in partnership with IBM and SAS, the focus is on data science, along with the business skills to put that knowledge into practice. | | |
howdy! | Publishing in the Platform Era | | | | One of The 74’s central focuses before the pandemic was the achievement gap in America’s education system. | | |
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| Sponsored by Xandr | | | | To optimize media spend in the post-cookies landscape, buyers are beginning to target users on channels that aren’t reliant on browser-based cookies, including digital out-of-home, connected TV and addressable TV. | | |
howdy! | Awards | | | | As an unprecedented health crisis has swept across the globe, marketers and advertisers across Europe have been forced to communicate with consumers in unprecedented ways. | | |
howdy! | Coronavirus Fallout | | | | The company is working with influencers and media partners to bring some of the missed “special moments” that had been canceled throughout 2020 to life. | | |
| Publishing in the Platform Era | | | | One of The 74's central focuses before the pandemic was the achievement gap in America's education system. |
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