The Business Of Data With Jon Lafayette: Going Direct for Transparency
Data is supposed to help you understand the world and make better decisions. If the data are dodgy, things don't work as well. This week, we have a company offering transparency to boost its brand. As for the rest of this newsletter, I'm going to be a bit vague here, but there's more interesting stuff to read below. Trust me. Thanks.
Cadent Goes Direct to Clean Up Connected TV Supply Chain
‘Our data clearly demonstrates Cadent’s commitment to sourcing CTV inventory that allows media buyers to deploy programmatic investments with the utmost confidence,’ said Jounce Media’s Chris Kane
Advertising spending on connected TV is growing at a rapid rate. And that’s despite advertisers and their agencies not always being sure precisely what they’re buying.
In some cases, a lack of transparency makes it difficult to figure out in which shows or which episodes commercials are airing when a network or platform is bought. In other cases, the supply chain is kinked or convoluted, opening the door for fraud and commercial exposures that are not viewed by actual living human beings who buy stuff.
Cadent, which runs a predictive advertising platform, said that all of the inventory that it can connect advertisers to is now coming through a direct connection. No middlemen. [READ MORE]
With Olympics Sold Out, App Science Offers Alternatives for Reaching Fans to Hungry Marketers
NBCUniversal says it has already sold out its inventory of commercials during next month’s Winter Olympics. These audiences are valuable to advertisers, according to a study by App Science, but what’s an advertiser to do?
App Science didn’t work with NBCU on its analysis and offers suggestions about other ways to reach Olympic viewers via ad-supported streaming platforms, out of home locations and digital environments.
For example, App Science found that Olympic fans are two times more likely to visit casual dining and quick-service restaurant locations. It suggests that brands can use time-sensitive dining, pickup and delivery messaging aligned with live Olympic moments. [READ MORE]
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