Category: In the News

AI didn’t dominate the chatter at Possible like some expected but when it did surface, the tone had shifted: marketers are no longer starry-eyed. They’re focused on what AI can deliver now, not someday. 

In particular, some asked how it can be applied to ease the challenges advertisers face due to the fragmented digital landscape. 

Google’s announcement last week that it would continue to permit third-party cookies means Chrome is an outlier compared to Apple’s Safari and Mozilla’s Firefox. And, of course, this is not to mention the (already) cookie-less CTV or mobile device landscapes.

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This is the second installment in Digiday’s two-part series covering the top ad-supported streaming services and a part of Digiday’s CMO Strategies series. In case you missed it, the first installment provided an overview of the various platforms’ offerings, including pricing and plans, ad options and new ad formats, and ad innovations, along with our methodology.

As streaming services continue to rival linear TV for audience share, brands and agencies are eager to measure the success of the campaigns they’re running on ad-supported streaming platforms. They consider metrics ranging from engagement/watch time to impressions to click-through rates. Streaming platforms aim to provide advertisers with that data, but measurement tools vary by platform, and the services must sell their individual platform offerings as well.

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