Media Briefing[Japanese version]: 📺 Will CTV and streaming be the “main players” in digital advertising after Cookie's death? 👀

It goes without saying now, but the video distribution field, including CTV and streaming services, continues to be the focus of attention in digital advertising.

CPM of 5000 yen or moreAgencies and advertisers alike must keep an eye on trends in ad-supported Prime Video. Walmart's acquisition of smart TV maker VizioFusion of retail data and video distribution dataIt became a hot topic of conversation as it was seen as a major reinforcement of retail media.

Let's add to this the element of the end of cookies, the disappearance of targeting and effectiveness measurement on browsers, etc. It is no longer a matter of “attention”.

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Competition for video viewing data has already begun

Once third-party cookies are gone,Measurement can have more impact than targetingright. It is clear that attribution in particular faces major challenges.

The attribution problem is supposed to be solved once alternatives are developed in the privacy sandbox and adopted by ad tech vendors, but we can't just sit back and watch until then. Everyone is scraping together first-party data these days. The same goes for video viewing data.

Consumer research company Disqo has partnered with the aforementioned Vizio to leverage automatic content recognition (ACR) viewing data from 23 million opted-in Vizio TVs to better understand consumer behavior across media. It's planned.Integrating ACR data with brand lift measurement and more helps advertisers measure the cross-media and full-channel effectiveness of their ad campaigns.That's what it means.

Armen Ajemian, CEO of Disqo, said:Viewing data that allows you to understand which individuals are exposed to what ads, where, and how funnel behavior changes.We believe this is particularly valuable for marketers.”

Ken Norcross, Vizio's VP of Data Licensing and Strategy, added: “We are committed to more accurately measuring impact on audiences and removing barriers for our partners. The breadth and depth of ACR data… It is useful in many situations, including CX,'' he emphasizes its value.Awareness, favorability, purchase intention, etc.Bridging the gap between brand metrics and performance outcomes such as search, site visits, and shoppingThat's how it is.

CTV targeting and programmatic are becoming more sophisticated

In addition to first-party data sources filling the cookie gap, we also cannot overlook the fact that advertising on CTV and streaming is becoming more sophisticated as “digital advertising.”

To begin with, CTV/streaming advertising does not rely on cookies and has a fairly rich set of signals.A certain degree of audience measurement and targeting is possiblewas.In addition, by incorporating universal IDs such as UID 2.0 as identifiers,Succeeding in standardizing signals.

By extending Universal ID to CTV, advertisers will be able to target their CTV campaigns in the same way as other digital ads. Of course, CTV ad sellers can lobby advertisers to increase their digital ad spend on TV screens.

So far, we have not achieved anything like what was achieved through performance advertising operations in the golden age of digital media.Few media channels can match precision measurement and targeting.. CTV and streaming are still far behind social and display advertising. But within CTV (including traditional linear TV) and streaming advertising overall, targeting and programmatic continue to grow in importance.

According to research by Digiday, multiple agency officialsThe streaming space has a huge potential audience and still has untapped potential.That's what he says.

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