Roku, Trade Desk ink ID Graph deal for streaming ads
Roku and The Trade Desk have partnered to integrate Unified ID 2.0 (UID2) across Roku’s premium streaming inventory. This privacy-centric identifier, derived from user emails or phone numbers, aims to enhance ad targeting precision. Roku’s 83.6 million streaming households provide substantial reach, and the deal promises improved campaign performance and ROI for advertisers. This collaboration highlights a growing trend towards privacy-focused advertising solutions in the digital and connected TV space. Read more from MediaPost.
Meta’s AI vision: Automating creative and personalizing ads in real time
Meta reported a 22% year-over-year increase in Q2 revenue, reaching $39 billion, surpassing Wall Street expectations. Ad impressions on Facebook and Instagram rose by 10%, with the average price-per-ad also up by 10%. E-commerce, gaming, and entertainment sectors were the top growth drivers. Meta forecasts Q3 revenue between $38.5 billion and $41 billion. The company emphasizes its focus on artificial intelligence, which is enhancing marketing performance and has the potential to transform advertising fundamentals. Read more from Marketing Dive.
Non-political local ad spending expected to grow 5.5% in 2025, according to report
BIA Advisory Services forecasts that U.S. local ad spending will reach $171 billion in 2025, with digital ads surpassing traditional advertising for the first time at 52% of the total. The 2024 local ad spend estimate has been raised by $560 million due to increased political advertising, now expected to total $11.7 billion. Key growth sectors include restaurants, real estate, and retail. The forecast anticipates continued growth in digital platforms, with connected TV/OTT showing significant potential for advertisers. Read more from NextTV.
Report: Google Search traffic and queries not impacted by new competing AI search engines
New data from Datos, analyzed by Sonata Insights, reveals that Google Search traffic has not been impacted by the rise of AI search engines like ChatGPT and Microsoft’s Copilot. Google’s desktop visits grew by 1.4% from May 2023 to May 2024, while AI search competitors saw higher growth rates. Despite these new AI features, Google continues to dominate the search market, maintaining a significant lead in search users and activity. The study suggests that Google’s position in the search market remains strong amid increasing competition. Read more from Search Engine Land.
Noah, Simone, and Katie are golden – and so are Olympics on linear TV
Despite the rise of streaming, traditional TV remains the dominant platform for the Paris Summer Olympics, with NBC and USA Network capturing 86% of the audience. NBCU’s platforms are averaging 33 million viewers daily, significantly higher than the COVID-impacted Tokyo Games. Peacock also contributes, with 4.5 million daily viewers. This success, driven by prime-time and live afternoon coverage, mirrors pre-pandemic numbers and highlights TV’s enduring appeal. The Paris Games’ strong viewership bodes well for future Olympics, especially with upcoming events in Los Angeles and Milan. Read more from Sportico.
