Daily March 23

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The ad industry wants to make a little go a long way when it comes to programmatic advertising. GroupM and The Trade Desk are at the forefront of this shift with recently revived efforts to help advertisers buy more premium ad inventory. Even publishers are getting in on the act. All motivated by the same conclusion: the outlook for advertising in large swathes of the open web isn’t particularly promising so it’s crucial to hive off the parts of it that are. For an industry built on scale, that’s quite the pivot. Read more below.

• In ad tech, everyone wants less to mean more now.
• This week’s Digiday+ Future of TV Briefing looks at the tricky, two-part question of not only how content quality can be quantified but whether it can be quantified on the level of a measurement standard.
• As more shoppers spend more time streaming their content, a footwear company is spending big to meet them where they are.
• Even among 86 agency execs surveyed that actually spend client budgets on TikTok, less than 20% are at least “confident” it works, according to the latest Digiday+ Research.

From our sister site, WorkLife:

• Why neurodiverse talent can have a meaningful impact on the diversity of thinking at companies.
• WTF is ‘hotelification’ and how can companies cash in on the workplace trend?
• How the Great Resignation is unlocking surprising new career paths for women.