Wait! What just happened? Where did Metric Mikey’s Monday Music go?
Just trying to get a bit more analytically relevant posts going. Sorry. But spoiler alert – there may be a video at the end of this post.
I came across this article over the weekend, ‘Peacock Strikes Direct Access DSP Deals With The Trade Desk, Yahoo‘.
It struck me as interesting. Could this describe the perfect storm of all things that have been happening and a glimpse into what is to come with advertising and marketing?
What has been happening? For a bit over a year, I’ve been listening (week) daily to this podcast.
Slight tangent, this particular episode was even the motivation for my creating a blog – which I used to be super disciplined about updating (week) daily. But that recently has fallen by the wayside. I am working on getting back on track with that now.
But getting back to the Peacock article. What does it highlight:
Connected TV (CTV)
Alternative approaches to advertising
“The deal will extend the reach for marketers’ connected TV (CTV) campaigns, as well as extending the reach of NBCU — 70% of the Peacock audiences are incremental to other NBCU digital video platforms.”.
The bottom line is that with convergence of CTV and media buying becoming a blend of digital and traditional (old ways of buying media now being applied to CTV and other online options), it seems we may be moving into a world where everything is trackable. And then not.
What does that mean?
If tv advertising is now digital – then theoretically it can be measured. That, of course, is why marketers love digital – performance marketing – proving ROI/ROAS – shifting spend.
But just when we get to the holy-grail of all marketing being potential ‘performance marketing’, we get the rug pulled out from under us.
‘How so?’ you ask…
The demise of the 3rd party cookie. (Yeah, don’t get me started on that).
But in a glance of the world to come:
“The Trade Desk, which has been offering marketers core NBC digital video ad inventory, has been working with NBCU on an identity graph — NBCU ID — using NBCU’s first-party data. Additionally, The Trade Desk is developing a programmatic shoppable ad unit for NBCU’s streaming platforms.”
So maybe there is hope for the world of advertising becoming truly measurable and performance based. It will just need to be in a privacy friendly, first party world.
As far as a video – how could I not…