Scout: TV Measurement Drama, Open Marketplace Tumult, and More in This Week’s Digest of Top Digital Marketing Content 

Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don’t have to. Here’s what to read from the week of 1/27/23– 2/2/23 to stay ahead of the curve:

The open programmatic market is in a tough spot [:05]

The programmatic open marketplace is in a precarious position, and Q1 data shows it. Which begs the question: Could private marketplace deals (such as programmatic direct and programmatic guaranteed) be having a moment to start 2023?

Has TV ad measurement’s day of reckoning finally arrived? [:06]

Reality TV isn’t the only place to get your daily dose of drama! Earlier this month, four major TV networks came together to form a committee focused on TV measurement solutions—this just two days before the launch of Nielson’s long awaited cross-platform measurement product, One Ads. Stay tuned for which measurement currencies will gain traction in the year to come.

3 Strategies to Help Tech Marketing Teams Weather Unpredictability [:06]

What the heck is going on in the turbulent technology sector? And how can advertisers in the sector adapt? Read on to learn strategies tech marketers can use to ride out turbulent times.

Breakup of Google’s Ad Business Would Reshape $500 Billion Sector [:05]

What would a government breakup of Google’s advertising business do to the $500 billion online ad market? And what companies might want to gobble up any spun-off business units? The DOJ’s antitrust case may be years from concluding, but the speculation surrounding any long-term impacts has already begun. 

As Cookies Wane, Retargeting Protocol Fledge Emerges as Privacy Sandbox Favorite [:04] 

Several years after Google introduced Fledge to the world as one of a suite of cookie replacements—and nearly nine months after Google opened up the product to testing for the wider industry—the retargeting solution is emerging as a favorite. Learn more about the cookieless solution in this deep dive.  

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