![]() ESPN and sister network ESPN2 charge nearly $10 per month combined, according to research firm Kagan, a unit of S&P Global Market Intelligence. Niche channels make just a few cents a month per subscriber, while sports networks charge several dollars.ĭisney makes more money from cable subscribers than any other company, and that's solely because of ESPN. ESPN is a huge beneficiary, because media companies earn monthly subscriber fees from pay-TV providers regardless of how many people watch their programming. But Chapek was addressing an existential threat facing the media industry, and an issue that may one day rock the foundation of his media empire, which includes some of the most valuable studios and film franchises in the world alongside the dominant network for live sports.ĭisney's big dilemma for ESPN is whether and when to fully embrace a future without cable.īroadcast and cable networks still make billions of dollars per year from the traditional TV model. Chapek's generic response about the future for one of Disney's most valuable assets inspired no follow-up questions or headlines. “Most of the growing pains come from the fact that retail media is at its infancy compared to more traditional forms of media,” MikMak Founder and CEO Rachel Tipograph tells Marketing Dive. The delay of third-party cookie deprecation is holding back the category.īut the fact is that retail media is also just super new. Without third-party tracking links, retail purchases become one of the only options to validate attribution. CPG brand distribution contracts commit a portion of store sales back to retail marketing initiatives, like in-aisle displays and coupons.įor that reason, unlike most other ad tech players, retailer-owned ad tech truly does want the end of third-party cookies. One reason why is because there isn’t as strong a downward pressure on pricing in retail media. A very basic retail homepage takeover can be on par with primo CTV supply prices. They might not be Netflix-level CPMs, but they’re not far off. Retail media prices, for example, are absolutely crazy. Unlike CTV, which is a maturing channel, retail media is still floating down a river of optimism and the hype is swirling. ![]() ĬTV is a shiny object, but retail media is even shinier. Here’s today’s news round-up… Want it by email? Sign up here. This is where SDAs can make all the difference. Publishers often find themselves having to commit to primary domain designations like “news,” “sports” or “entertainment,” which may provide a high-level content label but fail to express the uniqueness of the actual people that derive recurring value from their content. In theory, there is a lot a publisher may know about how audiences interact with their content that doesn’t fit neatly into the way cookies operate or the broader categorization schemas that are used today. But time will tell whether they can provide the degree of granularity that advertisers need.Īt first glance, the initiative to organize audiences in a more standardized, nuanced manner brings back a level of control that has been slipping away from publishers. Seller Defined Audiences (SDAs) are poised to become a replacement standard for cookies. Today’s column is written by Andrew Rosenman, global product marketing lead for advanced TV and video at Equativ. “ The Sell Sider ” is a column written by the sell side of the digital media community. These sliders are set to show news from “all sides” by default.Īndrew Rosenman Global Product Marketing Lead for Advanced TV and Video Its “Politics” tab has sliders that users can adjust to see more news from sources that favor one or the other side of an issue. Whereas most political news recommendation feeds use behavioral data to create an echo chamber of ideas users likely already agree with, SmartNews aims to give users more control over that dynamic. That initiative is led by Rich Jaroslovsky, VP of content and chief journalist at SmartNews, and Managing Editor Christopher Chung. SmartNews is continually fine-tuning its political recommendation engine, which the company debuted in 2020. “We don’t have political advertising in the app,” said Kevin O’Kane, who joined SmartNews as chief advertising business officer this year after more than a decade at Google.īut SmartNews did have a strategy to capitalize on interest in the US midterm elections and drive more ad dollars to news publishers: recommendations. Although targeted political advertising can be lucrative, that’s where news aggregation app SmartNews draws the line.
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