The Big Story
Ad Tech Report Card - E268
Nov 9, 2023
Ad tech companies are being graded on transparency and compliance with sharing log-file data. The use of log file data for advertisers is discussed, including its value as a transparent source of information. UID 2.0 in CTV advertising is explored, along with its benefits and limitations. Disney's recent updates to their ad capabilities on Disney Plus are highlighted. Paramount's CTV ad platform and the rise of programmatic in CTV are also discussed.
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Quick takeaways
- Sharing log-file data is a crucial tool for advertisers to optimize their programmatic ad spend.
- The increasing embrace of biddable inventory and private marketplaces signifies the evolving comfort level of media companies with programmatic advertising on streaming platforms.
Deep dives
Log file transparency and the importance of log file data for advertisers
Advertisers value log file data because it provides detailed information about impressions and allows them to analyze campaign performance, identify top-performing publishers and placements, and target specific audiences. Although not all ad tech companies willingly share log level data, it remains a crucial tool for advertisers to optimize their programmatic ad spend.
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