Channel 4 is selling ads in its streaming service via programmatic auctions for the first time.
| U.K. broadcaster Channel 4 has started selling ads in programmatic auctions in hopes it will attract digital advertisers to TV. Historically, the broadcaster has let advertisers bid on ads autonomously, but they had to be approved by a commercial exec before it was completed. Now, that process is fully automated. This is "a big step forward and means that the broadcaster can now start to compete with established premium online video players,” said Lawrence Dodds, client director at agency Universal McCann. Read more below. In order to maximize the money made from those auctions, advertisers agree to buy a fixed number of impressions from Channel 4, which then agrees to deliver them for a guaranteed price. Now that Los Angeles has eased its shelter-at-home restrictions, TV and film producers are preparing to return to shooting. But itchy as they are about getting back to work, they are wary of the rising number of coronavirus cases that could compromise their return. There are multiple ways publishers are prepping for the sunset of cookies, such as investing in subscription or registration strategies, diversifying revenue streams and working with vendors to make their first-party data more valuable and accessible to buyers. Craigslist founder Craig Newmark has donated millions of dollars to journalistic enterprises to fight misinformation, but in the latest episode of the Digiday Podcast, he said he he also helps generate conversations within his network about big issues in the industry. Other things to know about As a valued reader, we want your feedback. Take a moment to share your thoughts and let us know what you think in this extremely brief survey. Enterprise marketing teams need modern martech to both navigate the new landscape and continually enhance their strategies. As you’ll learn in this live webinar, the #CDP is the tech that can elevate their ROI. Sponsored by BlueConic. | | |
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