Newswire - October 2021

Many digital experts believe that programmatic advertising -- once opaque, jargony, and confusing -- has reached a crossroads, with new market leaders emphasizing clarity and efficiency. For an industry that began by “making up rules as it went along,” this long-term push towards more transparent business practices has been a net-positive for advertisers, publishers, and programmatic platforms themselves. (AdWeek)

Recent surveys show that three-quarters of Americans aged 65 and up spend time online, causing marketers who recognize these signs of generational turnover to reevaluate the strategies they’ve used to reach older consumers in the past. Social media, display, and other types of online ads are increasingly being layered alongside traditional media to better reach this newly digitally-savvy demographic. (Digiday)

The Media Ratings Council recently stripped Nielsen of its national ratings accreditation, news that has dramatically impacted linear TV (which relies on ratings to measure both reach and precision) but has left connected TV largely unaffected. This is because CTV gives advertisers access to accurate, real-time programmatic reporting and the ability to target an audience itself rather than a show or channel with a particular rating. (The Wall Street Journal)