More places to advertise
Advertisers gained access to more surfaces this year.
Intuit launched a media company aimed at helping brands target its QuickBooks small business customers. The New York City Subway expanded into programmatic buying. And United Airlines is mulling selling targeted advertising, The Wall Street Journal reported.
These developments not only expand the places ads can reach people, but, coupled with rising investment in retail media and CTV, can give power to publishers outside of the walled gardens, said Robert Webster, global vice president of strategy at marketing consultancy CvE.
“From CTV to retail media, the independent sector is fighting back and growing in importance,” he said.
Still, new media entrants are not yet perfect advertising solutions, with growing pains around standardized reporting and transparency.
