Tech Recipes

How Marketers Can Navigate CTV Walled Gardens

AdExchanger's On TV & Video column examines the rise of walled gardens in connected TV as major players like Amazon, Roku, Samsung, Vizio, and LG Ads offer their own DSPs. This fragmentation forces buyers to choose between omnichannel DSPs with cross-channel measurement or direct purchases from each device owner's DSP, reducing holistic reach. The piece outlines pragmatic steps: prioritize first-party data, form trusted data-sharing partnerships, and insist on transparent reporting. It also highlights privacy and identity challenges including iOS 14 updates, Google’s FLoC, and the use of cookies through 2023, noting that a universal UID across platforms is unlikely soon. The article ends with seven negotiation questions for advertisers to pose to partners.

How To Find And Attract In-House Talent

Brian Chap’s Data-Driven Thinking column examines the complexity of moving advertising in-house and the governance structures needed to improve ROI. The piece suggests that in-housing can be 100% in-house or hybrid, with agencies providing support as needed. For large organizations (250+ employees), three core roles are recommended: Media Lead, Measurement Lead, and Audience Science Lead, to oversee strategy, analytics, and data segmentation. The author notes that internalizing planners and traders is possible, with platform training (for example, the Xandr DSP) used to understand planning and buying. Talent sourcing is a focal point: companies outside major metros can source via virtual talent, outsourcing, or international hires; competition for local talent requires strategic incentives such as flexible work arrangements and training. The article emphasizes hiring, upskilling, and partnering with external experts to define use cases, address gaps, and modernize business models, while tailoring approaches to each organization.