The television screen has always been a prized space for advertisers. Historically dominated by big-name brands with deep pockets, recent technological advancements have democratized this space, allowing even smaller players to make their mark. In a recent enlightening interview with Annie Rector, Senior Director of Business Development at The Trade Desk, she offers her expert insights on the shifting digital landscape: the changes shaping TV advertising, a new Unified ID, and why a combined open web + walled gardens is the best media planning approach.
From Cable TV to Connected TV: A Paradigm Shift
Before the emergence of streaming and the growing popularity of connected TVs, brands had to allocate massive budgets to gain a spot in prime-time TV shows. Advertisers had to be part of the ‘upfronts’ or invest heavily in the ‘scatter’ market to ensure their commercials reached audiences. Annie Rector paints a clear picture:
“Previously, advertisers needed millions to be on the largest screen in the house. But with streaming and programmatic advancements, even the smallest ad budgets can now make a mark on TV.”
In this age of digital transformation, even smaller brands can afford “TV” advertising, leveling the playing field and democratizing advertising.
Addressing Data Deprecation: The Trade Desk’s Innovative Approach
One of the most pressing concerns for advertisers in recent years is data deprecation. With growing concerns about user privacy, platforms, and browsers are cracking down on third-party cookies, making it harder for advertisers to track and target their audiences. However, The Trade Desk, foreseeing this challenge, innovated with the Unified ID 2.0.
“Unified ID 2.0… is an industry-wide solution that helps preserve the value of relevant advertising,” says Rector. “We’ve done a horrible job of communicating the value exchange today of the Internet. We need an identity solution to maintain that free access to content.”
The Open Web + Walled Gardens
Every industry has its debates, and for digital advertising, it’s the benefits and drawbacks of advertising on the open web versus walled gardens. Rector believes that it’s not an “either-or” situation. While walled gardens once offered the most effective means of reaching audiences due to the fragmented nature of the open web, advancements in programmatic advertising have revolutionized the space.
“For a long time the walled gardens were the best option because the open Internet was… a potpourri of advertising,” says Rector. “Programmatic and platforms like the Trade Desk allow marketers to consolidate all of their open web media.”
By effectively utilizing platforms like The Trade Desk, advertisers can harness the power of the open web to their advantage, providing a richer, more tailored advertising experience for their audiences.
Watch the full interview
Annie Rector’s insights into the evolution of TV advertising and the importance of the open web are invaluable for any marketer looking to navigate the digital landscape. Her understanding of both the challenges and opportunities facing advertisers makes for an insightful watch.
We highly recommend taking the time to view the full interview, where Rector delves deeper into these topics and shares her predictions for the future of TV advertising and the digital space.
Watch the full interview to gain a holistic understanding of the current advertising landscape and what the future holds.