Digital Connect October 30, 2025

Halloween is near, but there’s nothing spooky about staying ahead in media. DCW Connect+ is here with digital and traditional updates to keep your marketing sharp and fearless.

Platform Updates:

Podcast ads have become easier than ever. DCW's programmatic DSP partner, StackAdapt, now directly sells Spotify podcast audio and video inventory. Targeting includes demographics, geo location, categories, and placements by show. Podcast listeners are a uniquely engaged audience with interests that are virtually unlimited and diverse. DCW can now efficiently get client ads on Spotify podcasts through our existing partnership with StackAdapt, greatly expanding both reach and exposure.

From ChatGPT to TikTok, in-app e-commerce is everywhere. YouTube is one of the latest players in the online retail game, and it enjoys a unique position due to its ability to combine product discovery with on-platform purchasing. YouTube reports that over 40% of younger shoppers are more likely to trust brands that are featured by influencer personalities on the platform. YouTube also examined in-video content linked to sales, highlighting terms such as "summer," 'haul," "budget," and "makeup" among the top performers. DCW helps retailers turn video discovery into measurable sales by connecting influencer content with optimized product placements.

TV is getting smarter. NBC Universal, Paramount, and Fox are advancing audience-based buying through OpenAP, a shared identity platform that is redefining how advertisers plan and measure across linear and digital screens. Rather than relying on broad demographics, networks now map OpenAP’s audience segments onto their own first-party viewership data, allowing linear schedules to target specific groups such as prospective applicants, adult learners, or parents. OpenAP’s reach across more than 45 end points spanning linear, CTV, and SSPs supports unified measurement and consistent delivery. The use of OpenID, OpenAP’s identifier, enables advertisers to deduplicate reach and analyze cross-platform frequency, streamlining performance comparisons across screens. DCW uses this advancement to help clients extend their digital targeting precision into traditional TV schedules, creating cohesive cross-screen audience strategies with measurable outcomes.

OUTFRONT Media has partnered with AWS to enhance location targeting and attribution through AI-powered workflows. The platform processes billions of anonymized mobile location signals, using dwell-time modeling and proof-of-posting automation to estimate real-world exposure, reach, and engagement. Its attribution suite connects OOH exposure to lower-funnel actions such as store visits, web traffic, and app downloads. The collaboration with StreetMetrics deepens this connection by linking both static and transit OOH placements to measurable business results, closing the loop between billboard visibility and consumer action. DCW leverages these capabilities to deliver OOH campaigns that quantify real-world impact, combining audience intelligence with post-exposure attribution to drive measurable return on investment.