- The Widget
- Posts
- TWW 062
TWW 062
Friday 1st July
šIām back from being a Euro pilgrim swanning across Italy and ready to dive into the latest stories in Media, Tech, and Digital. Oh, and the Widget has a new structure!š
šThings you may have missedš
š¤ÆThe BIG storiesš¤Æ
With Netflix losing more people than the town of Hawkins, theyāve turned to an ad-supported model but who will be the technology partner to help them? Will the Google āMind Flayerā thrive on the subscribers or will the Trade Desk do a āVecnaā & absorb the souls?
What an RFP to respond to. I canāt imagine Netflix would partner with such a competitor as Google, it doesnāt make a lot of business sense! Imagine the PMPs you could set up with Netflix though, the targeting would be a dream.
It seems that old Jeff has a been a busy man, as The Trade Desk inks a deal to integrate the Unified ID 2.0 with Amazon Web Services - the biggest partner yet for the rollout of the email-based identifier.
Very significant news, given that AWS (as Robert Webster pointed out) is often utilized by advertisers to deploy their own data warehousing solutions. So simply put, First-party data stored in the data warehouse(emails of consumers) easily converted to UID 2.0, activated in media without ever sharing with a third party. Smart.
šCool & Creativ3š
Token-gated commerce. Yep, NFTs are still a thing despite us entering the chilly crypto winter. The ever-innovative Shopify has added web3 functionality to their stores, with the ability to connect wallets & reward your fandoms.
A VERY smart application of web3. The ability for token holders to connect their wallets and be rewarded with special access by having your NFT or token, opens up an easily accessible avenue for brands looking to enter this space. Itās like theyāve listened to the community & read Zoe Scamanās workš
šStudies & Researchš
Well, well, well, whaddya know. Another eye-tracking and contextual-focused study, finds shockingly that an ad that appears in context has greater attention than an ad thatās out of context - plus leads to higher brand favorability.
Iāll let you decide your own POV here, itās a pretty standard study but get ready for tonnes more studies like this to start appearing as we get ready for cookies to disappear and IAS continues to spruik their ācontext controlā.
š¤Technology & Trackingš¤
One of the biggest talking points at Cannes - apart from how much the industry āneeded itā- was Connected TV. Gary Vee proclaimed that nobody watches TV anymore and the adtech bros agreed, not linearly anyway. Oh yeah, the news. Roku debuts commerce with TV ads
The number 1 TV streaming platform teamed up with the worldās larger retailer to create a checkout experience on connected TV. Forget QR codes, you can now buy a toaster you saw in an ad immediately!