Podcast ad buyers hesitate to spend through DSPs

Also: Inside Blavity's focus on its commerce business While some podcast buyers have little to no interest in buying ads through a DSP, others are planning to test out or put more money into buying ads programmatically. February 14, 2023 Why podcast ad buyers are hesitant to spend through demand-side platforms While some podcast buyers have little to no interest in buying ads through a DSP, others are [planning to test out or put more money into]( buying ads programmatically. Additional coverage: - Associate vp of consumer media Melody Brown joined Blavity Inc last fall to help establish its commerce business as that revenue stream [becomes a larger focus and priority](. - As tech giants and startups build and scale tools for AI-generated content, experts say [it'll be important to figure out]( who should get access. - Ad tracking service AdImpact said the Super Bowl reached 124 million viewers, [leaving most advertisers quite content]( with the $7 million per 30-second spot they spent. - By making Super Bowl ads more interactive, marketers wanted to find ways to make sure consumers wouldn’t just passively watch, or worse, ignore their spots this year. More in this [Digiday+ Marketing Briefing](. - The number of revenue sources publishers rely on has fallen since the first quarter of last year, and [direct-sold ads are the top revenue source](, according to a Digiday+ Research survey. - Overwolf integrated ads into its popular game modification launcher, [propelling the company]( to over $50 million in ad sales last year and more than doubling its ad revenues between 2021 and 2022. Other things to know about - Only a few spots left: Join us from March 6-8 in New Orleans, La. for the [Digiday Media Buying Summit]( as we discuss the trials and successes of navigating very important industry challenges and connect with leaders from Dentsu, Publicis, Canvas Worldwide and more. - As digital marketers seek cookieless solutions to target relevant audiences, more teams are [optimizing campaigns for attention rather than clicks](. Sponsored by Nano Interactive. - Non-cookie-based targeting is providing many advertisers with better results now, and [applying audience targeting on the sell side]( is serving as a helpful tool to advertisers and media agencies alike. Sponsored by PubMatic. Top Stories [Audio Anywhere]( [Why podcast ad buyers are hesitant to spend through demand-side platforms]( While some podcast buyers have little to no interest in buying ads through a DSP, others are planning to test out or put more money into buying ads programmatically. howdy! [Content & Commerce]( [With display ad revenue falling flat, Blavity Inc is diversifying revenue with new commerce-first vertical ‘Home & Texture’]( Melody Brown joined Blavity Inc last fall to help establish its commerce business as that revenue stream becomes a larger focus and priority. [Sponsored by StackAdapt]( [Agencies and brands: What challenges are you facing this year?]( With the prevalence of economic uncertainty, agencies are adapting to ensure they remain vital partners for their clients. Brands, we want to know how you’re engaging with agencies. Agencies: What challenges do you anticipate for 2023? Take this survey and we’ll send you a $5 gift card. Advertisement howdy! [Brand Safety]( [As the generative AI race heats up, so does the potential for it to have an 'incredibly harmful impact']( As tech giants and startups build and scale tools for AI-generated content, experts say it’ll be important to figure out who should get access. [Sponsored by Best Buy Ads]( [Best Buy Ads is seeing a fork between opportunity and strategy in the RMN roadmap]( Retail media networks continue to evolve, with brands increasingly looking to create more content or invest in new customer value propositions. howdy! [Business of TV]( [Advertisers can feel good about Super Bowl LVII's ratings, even if viewers didn't love every ad]( Ad tracking service AdImpact said the game reached 124 million viewers, leaving most advertisers quite content with the $7 million per 30-second spot they spent. Advertisement [Sponsored by Sovrn]( [What new privacy regulations mean for publishers]( While it’s critical to safeguard consumer privacy and stay in compliance with ever-changing laws, publishers must also protect their ability to earn revenue. howdy! [Modern Newsroom]( [Digiday+ Research: Publishers streamline revenue sources, with direct-sold ads top money driver]( The number of revenue sources publishers rely on has fallen since the first quarter of last year, and direct-sold ads are the top revenue source. howdy! [Gaming & Esports]( [How Overwolf scored $50M in ad sales by serving ads alongside premium games]( By serving its ads using both a dedicated launcher application and in-game notifications overlaid on the gaming experience, Overwolf is able to place advertisements alongside and even inside popular titles such as Minecraft, World of Warcraft and The Sims. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](