How to survive a cookieless era? — Anna McMichael // Partnership Director
- Part 1 How to survive a cookieless era? — Anna McMichael // Partnership Director
- Part 2Which publishers are winning the OTT competition — Anna McMichael // Partnership Director
- Part 3Are streaming games a new advertising gate? — Anna McMichael // Partnership Director
Show Notes
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02:32Impact of going cookielessBy 2022, third party cookies will no longer be supported. Focus must be placed on driving quality, figuring out scalability, targeting, and buying and selling inventory.
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03:41Third party data and video advertisersVideo advertisers look to existing customer channels such as emails and data points to build out a customer profile.
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04:24Current use of first party data in OTT advertisingWith access to first party data, demographic and geographic targeting become integral. Moving away from the reliance on cookies, the CTV market will shift towards contextual advertising.
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05:05Differences between OTT and CTVCTV is connected TV. It refers to any streaming service that can be consumed on demand. OTT, over the top, looks at the way we consume content.
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06:37Achieving success without third party dataWhile the options are limited, video advertisers can still leverage first party data and contextual targeting.
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07:55Access to media vs retargeting costsThe market is still in its infancy stage so rates fluctuate based on the selected inventory or show. Similarly, directly targeting certain consumers becomes an expensive endeavour.
Quotes
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"By 2022, we're no longer going to be supporting third-party cookies." - Anna McMichael, Partnership Director, VlogBox
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"When it comes to advertising, we really need to put more effort into the quality and targeting, how we can scale it and really focus on the basic aspects of buying and selling inventory." - Anna McMichael, Partnership Director, VlogBox
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"Besides first party data, the whole CTV market will be shifting towards contextual advertising. This is a big step since we're not going to be able to rely on cookies." - Anna McMichael, Partnership Director, VlogBox
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"Leverage first party data and contextual advertising." - Anna McMichael, Partnership Director, VlogBox
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"This market is growing, but it's still in an immature phase where rates can really vary based on the popularity of the actual show or the specific inventory." - Anna McMichael, Partnership Director, VlogBox
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"With CTV we see many special channels dedicated to categories. Contextual advertising stands out as its easy to target based on shows already related to the category you're talking about." - Benjamin Shapiro, Host, MarTech podcast
- Part 1 How to survive a cookieless era? — Anna McMichael // Partnership Director
- Part 2Which publishers are winning the OTT competition — Anna McMichael // Partnership Director
- Part 3Are streaming games a new advertising gate? — Anna McMichael // Partnership Director
Up Next:
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Part 1How to survive a cookieless era? — Anna McMichael // Partnership Director
Anna McMichael, Partnership Director at VlogBox discusses what the future of video advertising for the OTT and CTV industry could look like. Whether we are looking at CTV or OTT, we cannot ignore the effects of cookie and tracking removal on media channels. With third party data on its way out the door, Anna talks about survival in the cookieless era.
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Part 2Which publishers are winning the OTT competition — Anna McMichael // Partnership Director
VlogBox’s Partnership Director, Anna McMichael provides an update on what is happening in OTT currently. While the cookieless era may not spell doom for the video advertising, special attention must still be paid to the way players take advantage of the OTT space. Today, Anna takes a look at publishers winning the OTT competition.
Play Podcast -
Part 3Are streaming games a new advertising gate? — Anna McMichael // Partnership Director
Partnership Director at VlogBox, Anna McMichael, unpacks advertising mechanics across new media channels. Gaming’s highly engaging nature and widespread audience make it the arena to top. Even Netflix is venturing into gaming, making it clear that the big players recognize a great opportunity. Today, Anna considers whether streaming games are the new advertising gate.
Play Podcast
