Netflix is launching its own ad tech
Netflix announced that its ad-supported plan now has 40 million monthly active users globally, up from 23 million in January. Considering that level of growth, Netflix also shared plans to launch its own ad tech platform, plus new partnerships with more programmatic platforms and measurement vendors. The company will begin testing in Canada this year, with the goal of launching in the US by Q2 2025. The streamer also shared that The Trade Desk, Google’s DV360 and Magnite will join Microsoft as Netflix’s main programmatic partners. Read more from AdExchanger.
Google’s AI search results are already getting ads
Google only just rolled out AI summaries in search results — and now they’re getting ads. In an update on Tuesday, Google says it will soon start testing search and shopping ads within AI Overviews for users in the US. In the example shared by Google, the search engine’s AI overview lists a response to the question: “how do I get wrinkles out of clothes?” Beneath the AI-generated suggestions, there’s a new “Sponsored” section with a carousel showing wrinkle spray you can buy from places like Walmart and Instacart. Read more from The Verge.
Retail marketers name ecommerce, TikTok, generative AI as most important trends of 2024
Ecommerce everywhere, TikTok and social video, and generative AI are the top three trends that retail marketers worldwide are watching this year, according to a November 2023 MediaOcean survey conducted by TechValidate. US ecommerce sales will reach $1.217 trillion this year, an 8.2% increase from 2023. By 2028, ecommerce sales will represent just over a fifth (20.4%) of total retail sales in the US. US adults will spend an average of 50 minutes a day with social video, over half (58.4%) of total time spent with social networks, per the forecast. Read more from Insider Intelligence.
Meta adds video to its automated catalog ads
Meta’s rolling out a new, automated video ad option, with Catalog Product Ads now also able to utilize video assets. Previously known as Dynamic ad, Catalog Product Ads enable advertisers to upload their entire product catalog into Meta’s system, with Meta’s ad display process then showcasing the most relevant products to each user. Catalog Product Ads can be targeted based on similar products that users have shown an interest in, or on specific products that a user has checked out on your website, via retargeting. And up till now, these have only included still image placements, but now, video can also be included with your product listings, providing another way to expand your Catalog campaigns. Read more from Social Media Today.
Roku–MLB partnership marks a first for live sports on FAST platforms
For the first time, baseball fans will be able to watch Major League Baseball games on The Roku Channel. The deal, giving Roku the rights to broadcast an exclusive MLB game every Sunday, was announced earlier last week. It marks a shift in the evolution of free ad-supported television (FAST) platforms. It’s the first time one of the four major sports in the U.S. (NFL, NBA, MLB, NHL), will air live games on a FAST channel. With FAST grabbing 24.2% of the connected TV (CTV) market (and growing), according to research that market intelligence company IDC shared with The Current, this could be the first step to a seemingly bigger future for free live sports. Read more from The Current.
