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It’s meant to be for a narrow group of actual friends, not a following.īeReal could add search-based ad opportunities. The idea behind BeReal is to give people content that’s, well, real, which typically doesn’t include ads. Cosmetics (familiar early adopters of channels like TikTok and Twitch) have tested BeReal, Digiday reports.īut BeReal doesn’t currently support advertising.Īdvertising goes against the terms and conditions, and even organic attempts can’t get that far because there’s a limit on how many users an account can add as “friends.” Which means marketers are circling like hawks.īig-name brands like Chipotle and e.l.f. Research says over 90% of BeReal users downloaded the app this year, 40% of whom are in the US. The French photo-sharing social media app launched in 2019, but got major traction this year. The Walmart Connect DSP is a walled garden with a familiar TTD interface. Everyone’s making wild concessions to land that anchor client.Īlso, retailers aren’t like digital publishers that contribute to open programmatic campaign inventory.

Just like Microsoft is flexible on its take rate for Netflix ads. The Trade Desk has the ultimate flagship client: the great ‘Wal’ itself, or Walmart.īut the Walmart deal isn’t lucrative for TTD.

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The category also already has 400-pound gorilla Criteo, plus Publicis-owned CitrusAd, Microsoft’s PromoteIQ and other strong contenders. It’s a different business, with more elements of search and requiring connections to warehouse and store inventory. “It creates a level of efficiency in the open internet that we’ve never had before.”įor one thing, retail advertising is new to The Trade Desk. “Now you can show an ad to a consumer and then see when that same consumer actually buys it in a brick-and-mortar store,” he told investors. Green says the market could soon reach $500 billion (retail media currently makes maybe $50 billion per year, $40 billion going to Amazon), Insider reports. The Trade Desk CEO Jeff Green touted retail advertising as a major growth opportunity at a presentation to TTD investors this week. Here’s today’s news round-up… Want it by email? Sign up here.