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Articles by James Colborn
Programmatic CTV, weak signals and wasted spend
As more viewers choose ad-supported streaming over paid subscriptions, the shift to CTV is turning into a gold rush. In the US alone, connected TV ad spend is set to surpass linear TV by 2028, growing to nearly $46 billion. But while original equipment manufacturers and leading apps can offer advertisers some certainty about their audiences, the open internet of CTV, which is dominated by free ad-supported streaming (FAST) and ad-based video on demand (AVOD) apps, is messier.
Are you ready? Two-thirds of publishers aren't prepared for a cookieless future
The digital media landscape is on the brink of a transformative shift with the impending phase-out of third-party cookies. Despite Google’s latest delay, adoption is slow while the urgency for adaptation remains high. Teads recently undertook a survey to shed light on the preparedness of global publishers. It reveals a striking disparity in readiness and confidence, and found an alarmingly low level of digital media companies that are prepared for the state of advertising in a cookieless world.
Cookieless Is Not Near, It’s Here!
Despite the fact it feels like we’ve all just started 2022, it’s only days until the end of Q1. That’s another quarter closer to a digital advertising ecosystem without 3rd party cookies. While conversations are all talking about preparation and getting ‘ready’ for a cookieless future, there are two major considerations that just aren’t being discussed enough; the industry is far from ready and immediate opportunities are constantly being ignored. Let me explain.
Stop Calling It an Apocalypse-It's an Identity Revolution
People have grown increasingly wary of the ways their online behaviors are being tracked, bought and sold. With little to no insight into how their data is being used, consumers are frustrated with the experience of intrusive, irrelevant advertising and are demanding greater transparency from the government and industry. Calls for privacy and control have put pressure on corporations to curtail user tracking, leading to browser deprecation of third-party cookies and Apple’s revised IDFA policy.
Speed Secrets Podcast (& Article)
I was very honoured to write and participate in some of Ross Bentley’s Speed Secrets programs over the past couple of weeks. Having recently returned to racing in what seemed like a lifetime (but was really only 18 months), I write and talk about all of the experiences that I’ve had returning to the sport. Whether it’s new tracks, new cars and new race procedures, all get talked about in these two programs.
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