Blockboard

Ad Tech's Shift: From Impressions to Measurable Outcomes

AdExchanger examines how 'outcomes-based advertising' has become a central, if loosely defined, trend in ad tech, with a particular emphasis on connected TV. The piece argues that campaigns are measured by tangible business results—sales, conversions, and even brand lift—while vanity metrics like impressions may be deemphasized unless they prove incrementality. It traces the rise of this ethos to data-driven optimization within walled gardens, notably Meta and Google, which enabled granular, scale-focused adjustments that encouraged budgets to shift toward search, social, and programmatic silos. The author highlights concerns that evaluating outcomes in isolation across channels can mislead, citing quotes from Jason Fairchild of tvScientific, Kasha Cacy of Known, and others about the need to define outcomes with advertiser input. The article discusses methods such as CPA, incrementality studies, and media-mix modeling as ways to prove incremental impact, while noting cost and accuracy challenges in linear and streaming TV. It concludes that sustainable outcomes balance performance with brand effectiveness amid uncertainty.

NBCUniversal Boosts Programmatic Ads and Live Inventory at CES

NBCUniversal showcases progress in Peacock programmatic advertising during CES. About 30% of Peacock ads are sold programmatically, and 2023 programmatic ad revenue rose 50% versus 2022. Growth is attributed to partnerships with alternate DSPs StackAdapt, Simpli.fi, and Blockboard servicing local and midsize advertisers. NBCU emphasizes live events, retail data, and identity as key levers, expanding live inventory programmatically in 2023 (began in February with The Trade Desk and Roku’s OneView) and reporting a 117% rise in advertisers for live Peacock content year over year. The company also signaled in bids whether ad calls are live or on-demand for transparency. Retail data integrations are underway via Amazon Publisher Cloud beta and a Walmart test on Peacock. UID2 identity testing with The Trade Desk is cited as a more reliable cross-platform signal, reflecting NBCU’s broader push to tie programmatic supply to real purchases.