Connect with us


Why Content Categories on Streaming Devices are Expanding – ReadWrite



Why Content Categories on Streaming Devices are Expanding - ReadWrite

Over the past year, content publishers have changed how they promote their content. Given the longevity of the COVID-19 pandemic, which continues to rage on in many countries, these changes are becoming permanent. In addition, advertiser demand for video impressions has always outstripped supply. So, it’s only continuing to grow as consumers use streaming video technology in large numbers.

This holds especially true for connected television (CTV), and more of those impressions have been made available programmatically. The pandemic has supercharged consumer behavior: for example, according to eMarketer, CTV ad spend will experience its greatest growth in years in 2021, jumping 40.1% to $11.36 billion in the US. What’s more, almost 60% of CTV inventory will be bought programmatically in 2021.

60% of CTV Inventory Will Be Bought Programmatically

Thanks to increased uptake during the pandemic, CTV-based content is becoming as popular with boomers as it is with younger generations. In addition, CTV viewers tend to be younger and more affluent, with 86% of Millennials and Generation Z watching CTV regularly. As a result, more channels are appearing, and new apps are appearing, making it a good time for video publishers and producers to move into CTV.

You Cannot Have Your Cake and Eat It

The rise of CTV and the opportunity it offers should be taken into context with the decline in 3rd party cookies. In January of last year, Google announced that it would be phasing out its support for Chrome-based third-party cookies within two years. And where this internet giant goes, the rest of the industry must follow – whether it wants to or not. This has been compounded by the increase in data privacy legislation in many parts of the world, like the European Union’s General Data Protection Regulation.

The demise of third-party cookies — a challenge

The demise of third-party cookies represents a significant challenge for advertisers who have been able to run tailor-made content for their targeted audience based on information collected by cookies. CTV-based ads, which target consumers via their televisions rather than their computers, offer a substitute, allowing advertisers to still collect actionable information to base their campaigns on, like viewing preferences, without compromising the viewer’s data privacy.

An Astronaut, a Doctor, or a Vlogger: Who Are CTV Content Owners?

CTV’s rise was preceded by the explosion in vlogging and other forms of video content published on sites like YouTube. Ask elementary school kids about what they want to be when they grow up. One of the most common responses might be ‘influencer,’ focusing on having their own video channel or joining a channel aggregator.

As the social media savvy discovered how to turn video platform sites into a lucrative opportunity, the same innovators will find that CTV offers a similarly promising environment.

A channel focused on kids’ entertainment content with 25 million subscribers on YouTube, Ryan’s World acted as a pioneer by joining Roku in 2019. The big guns of the industry, represented by CTV platforms like Apple TV and Amazon Fire, are creating their own market space.

The space works by giving access to individual content creators while also offering special services like live sports streaming. Many already produce their own films and TV series, while also hosting channels focused on travel, health & beauty, cooking, gaming – the list goes on.

How do you compare YouTube and CTV?

It may be inappropriate to compare YouTube and CTV as ecosystems in general. But still, according to VlogBox research, there’re publishers from animation and vlogging verticals that report CPM reaching $8 on CTV channels.

Advertising models

In addition, CTV offers a number of different advertising models for content creators to choose from, including subscription video on demand (SVOD), transactional video on demand (TVOD), and advertising-based video on demand (AVOD). These give content creators and businesses more operational flexibility.

Gaming Verticals

Gaming as a vertical has also shown a great breakthrough in terms of the development of the advertising environment. According to Samsung Ads, gamers spend approximately 2 hrs playing daily in the UK, Germany, France, Italy, Spain. With watching advanced TV, gaming verticals cover over 80% — which means the audience is barely reachable on traditional TV.

This is why connected TV seems to be a promising field, from advanced targeting, home page advertising, to precise analytics and new formats.

Breaking into SPO and DPO

Successful content creation cannot succeed without a strategy that will help it become successful, which is why it’s important to understand supply path optimization/demand path optimization (SPO/DPO).

SPO refers to how impressions are gathered to enable creators to identify what single supply-side platform (SSPs) or demand-side platforms (DSPs) they should be focusing on. DPOs, on the other hand, show how impressions are bought rather than sold.

The former highlights the ad tech vendors that are selling, the latter the vendors that are actually bidding on ads.

SSPs were the original model, representing a single platform publisher would work with, and DSPs then emerged to facilitate multiple ad exchange and data exchange accounts. However, overhead costs caused DSPs to become more expensive, so they focused back on SPO to determine SSP access to their data, in turn causing SSPs to focus back on DPO.

As SPO/DPO is predicated on bidding, the slightest change in price can make all the difference. However, only 20% of industry players have an SPO/DPO strategy. By focusing on quality rather than quantity, looking for unique demand, and experimenting, marketers can build their own innovative approach.

The same companies often own DSPs and their own exchange, they have an interest in limiting control on bids.

So make sure you’re working on SPO in a way you can control. Also, consider broadening the number of SSPs and DSPs you look at, as a number of publishers may not make their full catalog available.

In other words, it pays to shop around. Finally, remember that each organization has its own key metrics, so consider in your strategy whether you want to focus on reach, cost, win rate, etc.

While SPO/DPO are mirrored terms working similarly to one another while retaining their individual character, they are growing closer. As a result, according to some experts, the industry can continue to use SPO/DPO as it has done, or instead, focus on setting up a collective approach.

This would include creating an infrastructure that would allow advertisers and publishers to easily connect, target, and transact in one overarching structure, creating a hybrid system that publishers and advertisers alike would benefit from. The potential merging of SPO and DPO represents an opportunity for creators and advertisers alike to achieve what they want in tandem, rather than working in parallel.

Remember, as of 2021, over 50% of American adults regularly watch content streamed via CTV platforms for an average of two hours per session, across three devices.

That is over 150 million pairs of eyes watching your content or being targeted by your ads. This market is only continuing to grow, even among generations that are less associated with technological uptake. The market’s trajectory is only heading upwards, so to all the budding vloggers, animation studios, movie resellers, and edutainment content creators out there.

Image Credit: august de richelieu; pexels; thank you!

Alex Zakrevsky

Alex Zakrevsky. COO at VlogBox, CTV/OTT app development, distribution, and monetization platform. Product lover, advanced TV enthusiast, see the future in quality and digital.


Fintech Kennek raises $12.5M seed round to digitize lending



Google eyed for $2 billion Anthropic deal after major Amazon play

London-based fintech startup Kennek has raised $12.5 million in seed funding to expand its lending operating system.

According to an Oct. 10 report, the round was led by HV Capital and included participation from Dutch Founders Fund, AlbionVC, FFVC, Plug & Play Ventures, and Syndicate One. Kennek offers software-as-a-service tools to help non-bank lenders streamline their operations using open banking, open finance, and payments.

The platform aims to automate time-consuming manual tasks and consolidate fragmented data to simplify lending. Xavier De Pauw, founder of Kennek said:

“Until kennek, lenders had to devote countless hours to menial operational tasks and deal with jumbled and hard-coded data – which makes every other part of lending a headache. As former lenders ourselves, we lived and breathed these frustrations, and built kennek to make them a thing of the past.”

The company said the latest funding round was oversubscribed and closed quickly despite the challenging fundraising environment. The new capital will be used to expand Kennek’s engineering team and strengthen its market position in the UK while exploring expansion into other European markets. Barbod Namini, Partner at lead investor HV Capital, commented on the investment:

“Kennek has developed an ambitious and genuinely unique proposition which we think can be the foundation of the entire alternative lending space. […] It is a complicated market and a solution that brings together all information and stakeholders onto a single platform is highly compelling for both lenders & the ecosystem as a whole.”

The fintech lending space has grown rapidly in recent years, but many lenders still rely on legacy systems and manual processes that limit efficiency and scalability. Kennek aims to leverage open banking and data integration to provide lenders with a more streamlined, automated lending experience.

The seed funding will allow the London-based startup to continue developing its platform and expanding its team to meet demand from non-bank lenders looking to digitize operations. Kennek’s focus on the UK and Europe also comes amid rising adoption of open banking and open finance in the regions.

Featured Image Credit: Photo from; Thank you!

Radek Zielinski

Radek Zielinski is an experienced technology and financial journalist with a passion for cybersecurity and futurology.

Continue Reading


Fortune 500’s race for generative AI breakthroughs



Deanna Ritchie

As excitement around generative AI grows, Fortune 500 companies, including Goldman Sachs, are carefully examining the possible applications of this technology. A recent survey of U.S. executives indicated that 60% believe generative AI will substantially impact their businesses in the long term. However, they anticipate a one to two-year timeframe before implementing their initial solutions. This optimism stems from the potential of generative AI to revolutionize various aspects of businesses, from enhancing customer experiences to optimizing internal processes. In the short term, companies will likely focus on pilot projects and experimentation, gradually integrating generative AI into their operations as they witness its positive influence on efficiency and profitability.

Goldman Sachs’ Cautious Approach to Implementing Generative AI

In a recent interview, Goldman Sachs CIO Marco Argenti revealed that the firm has not yet implemented any generative AI use cases. Instead, the company focuses on experimentation and setting high standards before adopting the technology. Argenti recognized the desire for outcomes in areas like developer and operational efficiency but emphasized ensuring precision before putting experimental AI use cases into production.

According to Argenti, striking the right balance between driving innovation and maintaining accuracy is crucial for successfully integrating generative AI within the firm. Goldman Sachs intends to continue exploring this emerging technology’s potential benefits and applications while diligently assessing risks to ensure it meets the company’s stringent quality standards.

One possible application for Goldman Sachs is in software development, where the company has observed a 20-40% productivity increase during its trials. The goal is for 1,000 developers to utilize generative AI tools by year’s end. However, Argenti emphasized that a well-defined expectation of return on investment is necessary before fully integrating generative AI into production.

To achieve this, the company plans to implement a systematic and strategic approach to adopting generative AI, ensuring that it complements and enhances the skills of its developers. Additionally, Goldman Sachs intends to evaluate the long-term impact of generative AI on their software development processes and the overall quality of the applications being developed.

Goldman Sachs’ approach to AI implementation goes beyond merely executing models. The firm has created a platform encompassing technical, legal, and compliance assessments to filter out improper content and keep track of all interactions. This comprehensive system ensures seamless integration of artificial intelligence in operations while adhering to regulatory standards and maintaining client confidentiality. Moreover, the platform continuously improves and adapts its algorithms, allowing Goldman Sachs to stay at the forefront of technology and offer its clients the most efficient and secure services.

Featured Image Credit: Photo by Google DeepMind; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

Continue Reading


UK seizes web3 opportunity simplifying crypto regulations



Deanna Ritchie

As Web3 companies increasingly consider leaving the United States due to regulatory ambiguity, the United Kingdom must simplify its cryptocurrency regulations to attract these businesses. The conservative think tank Policy Exchange recently released a report detailing ten suggestions for improving Web3 regulation in the country. Among the recommendations are reducing liability for token holders in decentralized autonomous organizations (DAOs) and encouraging the Financial Conduct Authority (FCA) to adopt alternative Know Your Customer (KYC) methodologies, such as digital identities and blockchain analytics tools. These suggestions aim to position the UK as a hub for Web3 innovation and attract blockchain-based businesses looking for a more conducive regulatory environment.

Streamlining Cryptocurrency Regulations for Innovation

To make it easier for emerging Web3 companies to navigate existing legal frameworks and contribute to the UK’s digital economy growth, the government must streamline cryptocurrency regulations and adopt forward-looking approaches. By making the regulatory landscape clear and straightforward, the UK can create an environment that fosters innovation, growth, and competitiveness in the global fintech industry.

The Policy Exchange report also recommends not weakening self-hosted wallets or treating proof-of-stake (PoS) services as financial services. This approach aims to protect the fundamental principles of decentralization and user autonomy while strongly emphasizing security and regulatory compliance. By doing so, the UK can nurture an environment that encourages innovation and the continued growth of blockchain technology.

Despite recent strict measures by UK authorities, such as His Majesty’s Treasury and the FCA, toward the digital assets sector, the proposed changes in the Policy Exchange report strive to make the UK a more attractive location for Web3 enterprises. By adopting these suggestions, the UK can demonstrate its commitment to fostering innovation in the rapidly evolving blockchain and cryptocurrency industries while ensuring a robust and transparent regulatory environment.

The ongoing uncertainty surrounding cryptocurrency regulations in various countries has prompted Web3 companies to explore alternative jurisdictions with more precise legal frameworks. As the United States grapples with regulatory ambiguity, the United Kingdom can position itself as a hub for Web3 innovation by simplifying and streamlining its cryptocurrency regulations.

Featured Image Credit: Photo by Jonathan Borba; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

Continue Reading

Copyright © 2021 Seminole Press.