PROGRAMMATIC 2.0: First up this morning, an update on the programmatic landscape through the lens of the following AdExchanger article. It’s interesting to see how direct PMP deals between advertisers and publishers are growing in prominence over third party open exchanges and agency trading desks. This trend could affect SSPs, whose relevance will be diminished as they’re not utilized in PMP setups. And finally the emergence of header bidding, which allows DSPs to bid on a publisher’s inventory without the publisher having to directly serve the ads. All of these trends make it feel like we’re heading into 3rd-4th inning of an ever-changing programmatic ballgame. Stay on top of this stuff people! http://adexchanger.com/on-the-ecosystem/changing-auction-mechanics-agencies-go-direct-publisher/?mkt_tok=eyJpIjoiWkRkbVpqTXpPVGRqT1RVNSIsInQiOiJBZVFQb2o1SFVPSHNDdFBibzMxNmt3aU90d3hQSFlxVFwvbSt0K0s5TGFMZG9kRWMrc2N2d2E4RGJNVHhDN2lCdG1YNWFLd1JsK3dSSjFMOFQ1aVdwZHdualwvWjVoQklVcXhveitIUFMrOW5jPSJ9
FANTASY BLUES: A few weeks ago I shared some stats about the NFL’s TV ratings being down 10-15% so far this year. To add insult to injury, it looks like there’s another player on the field causing havoc with TV ad revenues – fantasy football. According to SMI TV ad revenue dropped 13% YoY in September, and most of the drop is attributed to Draft Kings and FanDuel’s decreased ad spending. Just think back to last September – you couldn’t get out of the way of one of these ads as the “play every week” FF model went berserk. But just as quickly as it spiked, the spending has come back down to Earth. This creates attrition for the category spending, and also lowers the overall pricing for every other advertiser in TV due to a large demand decrease. Who knew Roger Goodell could be such a pain in TV’s rear? http://www.adweek.com/news/television/september-broadcast-ad-sales-dropped-13-due-fanduel-and-draftkings-rapid-decline-174278
THE ULTIMATE BEER RUN: Auto Team take notice – the future has just arrived in the form of a beer truck. Think self-driving cars are still not ready for the open road? Well check out this article and video about 18-wheeler full of Bud flawlessly making a 120 mile drive on the open highway. The fact that self-driving technology has progressed to the point that trucks (much less cars) no longer need drivers, could lead to an amazing boom, and even bust, for the auto industry. Who would want to purchase a self-driving car? . . . how about everyone! But could this eventually lead to vehicle transportation becoming completely commoditized, where individuals wouldn’t own a car and instead hail a ride to/from wherever from a giant driverless taxi-like service. No wonder the big auto makers are racing to build their own driverless tech and are investing in up and coming rideshare companies. http://www.adweek.com/news/technology/ubers-self-driving-truck-delivered-semitrailer-full-budweiser-120-miles-174258
Have a great Thursday guys!
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