Ekwall/Shanker reading inventory Boxid IA40364223 Camera USB PTP Class Camera Collection_set printdisabled External-identifier “That’s the dynamic that, as streaming becomes the most common form of how people consume content, we knew we needed to create the capability to be there.Access-restricted-item true Addeddate 11:11:08 Associated-names Cockrum, Ward A Shanker, James L. If one brand or DSP plugs into Magnite, say, with another to OpenX and a third campaign on a direct deal with Xandr, KPM needs those partnerships in place to enable self-serve advertising on its platform.ĬTV and self-serve advertising are the priorities among large brand advertisers, Pratt said.
#READING INVENTORY TV#
The PMP product is built for these self-serve use cases, she said.Īdvertisers in general are moving from managed offerings, like linear TV ads, which brands send to broadcasters and the broadcasters place across their networks mostly as they see fit, to programmatic or CTV campaigns controlled by the brand. Those large CPG brands are creating more of their own direct publisher integrations and working in a more sophisticated way with SSPs and exchanges. “As you think about the top 50 or 100 type advertisers, they’re very comfortable hands-on-keys on the buy side at this point,” Pratt said. A brand can’t issue its own coupons willy-nilly, for instance, without the store’s backing. But historically those are all managed services the grocer works with the brand on ways to display or promote the product on a shelf, but it’s executed by the store. Grocer’s like Kroger, Walmart, Target and Albertson’s have had CPG advertising accounts for years, if not decades. The retail media expansion into CTV is also part of a trend of retailers growing beyond their own managed service offerings. Now, the pipes are actually running through the retailer’s platform. Those are Roku managed service campaigns. However, that isn’t the Kroger PMP or Kroger ad campaigns. Last year it announced a partnership with Roku to attribute Roku DSP campaigns using Kroger sales data, which Pratt said has already been used in more than 100 campaigns. KPM has put its retail data to use in CTV. That’s the difficult transition for KPM as it adds CTV – not just proving the ROI of a campaign, but the value of the data itself.
#READING INVENTORY SOFTWARE#
On the other hand, national TV advertisers, especially big CPG brands with upfront rates, are used to software and data costs eating up some single-digit percent of the media plan. For a programmatic display campaign, the data might account for a third of the overall budget, since the point is it’s being used to target more valuable audiences and attribute campaigns across much cheaper online inventory. Kroger’s first-party data is relatively expensive, compared to using a third-party data provider that promises store sales lift attribution. Programmatic buyers are accustomed to campaigns that over-index on data costs.
Those costs can be tough for TV buyers to swallow. “And then there’s a small markup for our services on top of that the audience and measurement standards.” And the targeting and measurement is based on the same Kroger identity data set.īut TV campaigns are often bought ahead of time at negotiated rates, Pratt said. “The audience creation capability is the same,” Pratt said. One might wonder why expanding from display-only to CTV is a difficult jump.
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