31 MEDIA INSIGHTS
SPEND & TRENDS REPORT
Advertisers will not be working with anyone exclusively. They will need a way to bring all of that data together and for that you need third and independent measurement and attribution.
utilize all the audience signals across all of their media partners and channels. Once again this is mirrored in the trends that Omdia sees on the media owner side, with many of the new premium video services investing in in-house platforms and integrating tools such as
identity solutions and data clean rooms. This will allow publishers to offer their advertiser partners new ways to deepen their partnership and drive efficient audience targeting while maintaining both high levels of user privacy and using rich first party datasets.
Marija Masalskis Senior Principal Analyst, TV, Video and Advertising Omdia
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