Active International
The corporate trade leader for four decades, we enable companies to maximize the value they receive for assets, increase their return on ad spend, and generate funding for unbudgeted expenses through innovative solutions.
March 5, 2025 Amazon’s entry into the streaming ad market has driven costs down, with advertisers now paying approximately $40 per thousand viewers on Prime Video, similar to Netflix rates. This shift has prompted competitors to lower their prices to remain competitive. The increased supply of ad inventory, especially from Amazon, has created a buyer’s market, leading to more efficient pricing for brands.
Roku is diversifying its demand sources to boost revenue. In 2024, Roku’s platform business, including ad sales and streaming distribution, grew by 18%, reaching $3.5 billion. The company is enhancing relationships with demand- and supply-side platforms and expanding its home screen ad inventory to include various brand verticals. This strategy aims to increase engagement and ad revenue while maintaining a positive user experience.
See full article on AdExchanger
Retail media networks reached record ad impressions in Q4 2024, growing 4% year-over-year to 75 billion. Specialty retailers like Chewy and non-retailers such as Uber saw the largest gains. Personal care brands were the most active, contributing 7 billion impressions, followed by home and garden, and food and beverage. Consumer electronics also saw a significant boost. As more industries adopt commerce media models, experts predict slower growth due to challenges with standardization and measurement. Despite this, retail media spending is expected to rise 20% to $62 billion in 2025.
See full article on Marketing Dive
As SEO evolves, businesses must shift their focus from solely growth to maintaining existing organic visibility. With the rise of AI-driven search and zero-click results, neglecting SEO can lead to significant declines in traffic. SEO not only drives growth but also defends against potential threats like algorithm changes, internal errors, and competitors. To prevent costly recovery, businesses should prioritize ongoing SEO efforts to protect their visibility and ensure long-term success.
See full article on Search Engine Land
Along with Alan Elkin, Arthur co-founded Active International in 1984. Since its inception, the company has been recognized as the global leader in Corporate Trade and maintains a footprint in 12 countries.
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