“People moving away from watching TV via set-top boxes to apps will be what pushes addressable TV further up media plans,” says our informant.
December 06, 2019

For the latest in our Confessions series, in which we exchange anonymity for insights, a TV ad buyer explains why the real barrier to addressable TV in the U.K. is the reticence of broadcasters to innovate quickly. Read more below.

  • "People moving away from watching TV via set-top boxes to apps will be what pushes addressable TV further up media plans," says our informant.
  • Black Friday and Cyber Monday discounts of 50% or greater drove record-breaking subscriber growth for some publishers. They insist that absorbing a lower price is worth it -- to bring them the right kinds of customers.
  • The holiday pop-up has been a recent favorite for publishers, serving as a way to combine commerce and sponsorship revenues. But this year, several publishers aren't keeping up the tradition.
  • Reddit has a huge audience but thus far lacks an office in the UK, holding back its efforts to make inroads there. Yet at least one agency is expecting the social media giant to open a London perch by 2020's second quarter.
Other things to know about
  • Join execs from Dollar Shave Club, Brooks Brothers, Victoria's Secret and more at Amazon Strategies -- a two-day forum and workshop in New York City.
  • Location data analysts are tasked with determining whether a device was truly in a certain location at a certain time — and if the device is even real. Here's how they use location data to spot ad fraud. Sponsored by Gravy Analytics.
Top Stories
“People moving away from watching TV via set-top boxes to apps will be what pushes addressable TV further up media plans,” says our informant.
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Subscriptions
Black Friday and Cyber Monday discounts of 50% or greater drove record-breaking subscriber growth for some publishers. They insist that absorbing a lower price is worth it — to bring them the right kinds of customers.
Sponsored by Acxiom Branded Content
Accurate digital targeting is impossible without determining customer identity, but new browser restrictions and regulations are making it harder. In a new guide, learn about the newest tools and techniques for solving the identity problem.
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Retail Media
In 2018, TripAdvisor media advertising revenue was $153 million. The company believes it is currently under indexed by advertisers and is looking to double its advertising revenue in the next three to five years.
Sponsored by GeoEdge
Publishers — not just advertisers — are now dealing with their own brand safety problems. And according to numerous new interviews with industry experts, mismatched and offensive ads are to blame.
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The Confessions
As cost-per-acquisition rises on Facebook and Instagram, that’s changing how buyers handle DTC brands that have primarily focused on that acquiring first-time customers.
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Sponsored by Gravy Analytics
A patchwork of data privacy regulations has taken shape, influenced by the likes of Facebook and Google. The tech giants continue to steer the rules in their favor, edging out competitors and stifling innovation through the acquisition of smaller players.
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The Programmatic Marketer
Agencies are bypassing demand-side platforms and going straight to supply-side platforms, so they can understand how to find the best impressions at a favorable price.
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Winning campaigns put the spotlight on such contemporary topics as climate change, the representation of female athletes and emphasizing love over hate.

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