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Edition #464
Viant launch something tangible to point at, Perplexity posters and will the Google breakup be everything everyone wants?
This week we have Joe Zappa joining us for the intro, he’s been a sage voice of recent on adtech marketing & positioning and I’ve been enjoying how he shines the light on the good stuff in the industry.
Joe here. Monday Viant launched ViantAI, an “autonomous advertising” platform that automates a great deal of the media buying process. As the demo (released on CEO Tim Vanderhook’s LinkedIn page) shows, all a ViantAI user needs to input into the chat interface is the brand, timeframe, budget, and goals. The AI then creates a detailed media plan for the campaign.
Media planning is the start, but ViantAI will soon include four modules: planning, buying, decisioning, and measurement. All of this will be easily accessible through the Viant DSP. Of course, you can expect every significant DSP to roll out its own version of this AI-driven, increasingly automated functionality in the coming months and years.
One possibly unforeseen consequence that these innovations may have for the ecosystem is a positive impact on publishers, who will be able to sell to a much broader swath of advertisers. Making advertising autonomous means SMBs can easily buy from many places on the open web that are currently available to them due to a lack of bandwidth or expertise.
So, AI won’t just drive a realignment in terms of advertising jobs. It’ll affect where ad dollars go, too, possibly to the benefit of the open web.
Thanks Joe! Give him a follow on Twitter, Linkedin, or subscribe to his note and if in NY buy him a beer 🍺.
And a reminder next week getting advertisers together and then on the Thursday, folks in the attention space. Please do come along, say hi.
Notable stories this week
- Viant launches ViantAI.
- Sephora and TikTok are partnering to help beauty marketers make more inclusive branded content.
- Why branded content streaming TV is growing.
- Instagram overhauls teen accounts with sweeping privacy, age verification changes.
- A newswire for editorial content from brands?
- Inside CAA’s media and entertainment partnerships department.
- Snap debuts operating system for AR glasses.
- Onetag & Adelaide introduce attention-based programmatic media planning & activation.
- Google might be close to a breakup, but sources warn authorities to ‘be careful what you wish for.
- MGID announces new, all-in-one solution for premium publishers.
- Retailers are opening themselves to programmatic – but will they regret it?
- Lucia shares insights from the latest Netflix engagement report.
Deals/M&A
- KKR, Axel Springer reach deal to beak up the media giant.
- The Guardian in talks to sell The Observer.
Campaign of the week
- Perplexity posters, I mean, using own product to produce these, but smart using a nostalgic aesthetic to help bring meaning & feeling to a digital only brand. The smart take would be to place these out of home all around the world (maybe they are).
View all 2024 best campaigns.
Smartest commentary
- “The data will yield actionable insights only if something actually happened that is actionable in and of itself AND that is reflected in the data AND it is then uncovered in the data.” –Tim Wilson, Facts and Feelings.
Datapoints of note
- Viewtime on Netflix was up to 94b hours in 2H 2023.
- 37% of US Marketers shift Ad Spend from Digital to prDOOH Campaigns.
Events
- Next week, getting advertisers together and then on the Thursday, folks in the attention space.
View all 2024 datapoints of note.
That’s it for this week.
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