Scott Solomon

Audio represents 20%+ of consumer media time but under 5% of ad spend (eMarketer). For pharma brands focused on reach, frequency, and trust, this unlocks smarter investment without sacrificing accountability. "Viant Technology’s direct integration with iHeartMedia... allows both companies to match their data graphs and create shared IDs for targeting audiences in digital audio, as well as broadcast radio, where audience ID signals are scarce." Net-net: we're making hard to measure channels measurable and heping healthcare marketers better understand who they’re reaching, how often, and how audio fits into the full patient and HCP journey. Audio has always driven impact. Now, with Viant, it drives insight too. #HealthcareMarketing #PharmaMarketing #Viant #Programmatic #AddressableAdvertising #MeasurableMedia #AudioAds https://lnkd.in/ek8J-iJE

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🖥️✅ AdExchanger (6/16): “Because both platforms require users to be “100%” logged in, said Roku. In other words, those audiences are very easily identifiable thanks to a wealth of first-party data parameters, so it’s easy to target and measure them with a higher degree of accuracy compared to other available methods. The two companies expect that their combined data footprint will allow advertisers to reach roughly 80 million CTV households through Amazon’s DSP. According to data from Comscore, this represents over 80% of the total CTV households in the United States. Not surprisingly, much of that coverage comes from Roku. Roughly 50% of the total streaming consumption in US households already happens via the streaming provider’s own operating system across all their devices, Roku told AdExchanger. Although the public launch won’t actually occur until Q4 of this year, so far both teams are happy with the outcomes of the initial closed tests. Per Amazon DSP, the combination of Roku and Amazon’s data has achieved three times improvement in return on ad spend, as well as 42% more unique reach at the same media budget and a 27% frequency reduction, meaning how often users see the same ad. Ideally, the final launch will benefit all the different players within the digital advertising industry. Publishers will have an easier time serving ads to the right customers, marketers will reach those same customers with more precision, and the users themselves will have a better experience, said Amazon.” ⬇️ #programmatic #biddable #upfronts #ctv #ott #fast #tvos https://lnkd.in/eQtyxtyt

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Happy to help our partners at Amazon with this measurement initiative. Proof that real purchase data, not modeled proxies, is what closes the gap between streaming exposure and verified sales outcomes.

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Some thoughts on the issues we know we face as an industry, and how we can start to unpack them….

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As an industry, we need better metrics to help make sure we're buying quality media in premium environments that drive results for our clients. We don't need to sacrifice quality for cost efficiency. From the linked article, "advertisers who prioritize data integrity and make a point of buying impressions from high-value publishers with better data practices see a 33% lower cost per action, a 32% reduction in CPMs and a 5% higher return on ad spend." https://lnkd.in/grKnzm_H

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Magnite deepens its collaboration with ITN Networks, giving advertisers access to local linear inventory through ClearLine. This brings programmatic buyers closer to local TV, simplifying how they activate, manage, and measure total video investments.

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Excited to share that Aperiam has invested in Bedrock Platform. Obvious statement of the century: programmatic advertising has a complexity problem. The infrastructure that was built to give media buyers control has, over time, done the opposite. Burying teams under layers of operational overhead, legacy tooling, and opaque supply chains. Bedrock is built on a simple but powerful thesis: what if you stripped away the bloat and rebuilt the stack around what actually matters... precision, transparency, and speed to execution. Their platform combines AI-driven campaign automation with curated, premium inventory across video, CTV, DOOH, and audio, and aims to be flexible and get smarter over time. Plus, the team (Shane, Austin, Ryan, James) has deep roots in the infrastructure layer of ad tech and understands the plumbing better than almost anyone. We believe the next generation of programmatic will be leaner, faster and AI-first. Bedrock is building that.

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As the industry continues to map out the delineations between CTVOOH, CTV, and DOOH, VideoElephant's Johnny O'Neill shares a very valuable perspective from our own experience in this space.

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The DOJ’s ruling against Google’s ad tech practices confirms what many in our industry have long known: transparency fuels innovation. Here I share why this decision marks a turning point for publishers, advertisers, and consumers. Read now: https://lnkd.in/eH6AQf-z #FundedByAdvertising

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🚨 📺 👏 Nielsen’s latest Gauge report shows The Roku Channel breaking away as the clear leader in ad-supported streaming with 2.2% of TOTAL TV TIME – and this during a month dominated by the Oscars and March Madness.    It’s clear that consumer attention is shifting decisively to ad-supported streaming experiences. Here at Roku, we’re dedicated to serving up our viewers’ favorite TV, movies and sports – and to giving our advertisers seamless ad experiences that perform.  https://lnkd.in/euXR-B_F

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Jon Watts from AdExchanger “There’s this promise in the industry of completely accurate, deterministic data that matches sophisticated and vast advertising targets and attributes onto individuals and households,” Watts said. “This leads marketers to believe that when they buy against a particular target, they’re reaching that target – and, unsurprisingly, the truth is much more complicated than that.” This why Eaglecom talks more about economic media buying approach than precise targeting for nonprofits when it comes to to driving giving demand. https://lnkd.in/ewcJA37t

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This week’s Future of TV Briefing looks at how noisy content signals are confounding CTV’s contextual advertising opportunity and what makes the situation even more confounding. https://lnkd.in/ervQ3YFz

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Some key takeaways from Walmart Connect’s kickoff to the ANAs Masters of Marketing last week. Our massive out of home footprint (in-store screens, fuel stations and self check out) coupled with Vizio’s dominance in CTV reach and integrated marketing capabilities allow for a full funnel solution powered by accountable measurement and first party data. Three points jump out for me…  1. Retail media can now power holistic media strategies. 2.Uneven Adoption/application means early movers can seize a stronger share of voice more efficiently and 3. Maturing measurement solutions- including with CTV- are helping brands harness retail media’s full- funnel potential. #ana #walmartconnect #letssparksales

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Advertising revenue has become the unifying force #reshaping content strategy across all platforms. An analysis of #TV and streaming markets across nearly 50 territories shows how this shift from subscription-only models to ad-supported #revenue streams is fundamentally altering what gets made, how it gets promoted and which audiences get prioritised. Read my full article published in The Media Leader via the link in the comments below. 👇 📺 🤓  https://lnkd.in/epqkNMhG

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We’re excited to be one of the very first SSP's to enable CAPI with LiveRamp - and for multiple reasons. First, it represents further expansion of our already deep partnership with LiveRamp. In addition to CAPI, we are integrated with LiveRamp Connect and the LiveRamp Data Store, RampID's help power our identity graph, we support ATS across our global footprint. Buyers can send audiences from LiveRamp directly to our curation platform, OpenXSelect for easy supply side activation. We see more 202 million active RampIDs across our exchange each month - including CTV. I could go on... Second, it demonstrates how OpenX is accelerating the move towards closed loop measurement and outcomes based buying for all of programmatic.  Our people based infrastructure allows for closed loop measurement with LiveRamp's CAPI and directly with marketers and retailers.  Closed loop measurement can be as simple to access as activating a deal id. Lastly, it's a great example of what we mean when we say we have the most advanced and flexible #curation platform on the market.  OpenXSelect is built on a fundamentally different and stronger foundation which allows us to develop more sophisticated solutions on top. It's not just access to the bidstream, it's advanced toolsets that provide Agencies, Publishers, Retailers, Data owners and Curation Houses with unique capabilities to drive better results. Let's connect at Cannes if you want to learn more. Thanks to Michele Kristie, Andrew Dryden, Travis Clinger, Stephen J. Fugedy and team for your partnership.

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I suspect that the reason this isn’t obvious to everyone is the focus on impressions and CPM “efficiency” as opposed to building plans around reach & frequency goals and managing frequency distribution. Nothing wrong with impressions but if you understand what reach is and how to achieve it, you understand where a lot of media plans are deficient. #reach #advertising #media

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With streaming eclipsing linear viewership for the first time this May, it should come as no surprise that we’re seeing a flurry of activity across the industry as networks look to evolve their portfolios. Here are a few of the most recent changes: 🥊 Bloodsport(s) - No I’m not talking about the 1988 cinematic masterpiece starring Jean-Claude Van Damme. Rather, we’re seeing a number of “gladiator sports” see their streaming and broadcast rights commanding serious premiums from suitors given the ultra-premium live ad inventory that goes along with them. Paramount secured UFC’s rights for $7.7B while ESPN landed select WWE rights for $1.6B. 🧺 New Bundles - As ESPN and Fox both launch their new streaming services later this month, they’ve also just announced that they will offer a discounted bundle of the two services for $39.99/month. 🫶 Consolidation - Disney is looking to simplify their offerings by folding the Hulu app into the Disney+ app in 2026 to improve the customer experience and thus reduce subscriber churn. 🎁 New Services - Even though we’re seeing ad-supported viewing grow in popularity, Roku believes that as streaming prices continue to rise, there is a corner of the market that is looking for a low-cost, but still ad-free option. This is why they are launching Howdy which will cost $2.99/month and provide an uninterrupted experience. Matt’s Hot Take™ - As the media ecosystem fights for consumer attention, two of the biggest themes that have emerged is land-grabbing live, premium content and finding ways to streamline the viewer experience. Live sports is the crown jewel of content because it’s become the last bastion of premium, high-engagement, ad-supported content. As exciting as #bamarushtok can be, those OOTD’s can’t hold a candle to live sports viewership. Simplification isn’t as clear though as there’s a balance between creating streamlined experiences and potentially going too far and creating consumer confusion. However, what is clear is that as media continues to fragment and consumer behavior shifts, premium experiences are only becoming more valuable to advertisers. Check out this week's newsletter where we consider if the iPhone can remain the doorway to the internet in a post-AI world: http://bit.ly/4mJCZ28 Subscribe inside the newsletter link for more!

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New data shows linear TV advertising had the lowest ROI of any media channel in 2024—just $0.62 return for every dollar spent. Meanwhile, streaming audio topped the charts at $3.22 per dollar, beating out retail media, paid social, and digital display. It’s a clear signal that performance and efficiency are driving where media dollars go—and where they stay. At iHeart, we’re seeing this shift firsthand as more brands lean into audio as a core part of their strategy. https://lnkd.in/du7TYqFk

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