Cake.Shop

Time for a change. Independent agencies deserve true independence—free from the constraints of large holding companies and intermediaries. Big thanks to B&T for spotlighting this important message from Luke Hills.

At Cake.Shop, we built ATOM because we were concerned about how Australian's data is being shared across the digital supply chain. Marketing won't be possible without consent. We believe all agencies, brands and publishers should be able to collaborate without compromising privacy. They all deserve the same opportunities as their larger counterparts — without the burden of exorbitant costs or the risk of compromising privacy. Our Data Collaboration Platform, built on decentralised technology, ensures consumer privacy is preserved across the supply chain. For the first time, companies in Australia can collaborate compliantly, unlocking new opportunities for growth and innovation. Full story https://lnkd.in/gVdcijgF Thank you AdNews Australia Luke Hills Georgia Woodburne

#privacy #collaboration #transparency

Unlocking TV Advertising for All Brands. TV advertising isn’t just for big brands with massive budgets. Many companies have become addicted to last-click attribution, pouring money into channels where their customers are likely to convert anyway. This approach is not a sustainable strategy for building a brand of the future; in fact, it risks driving brands into the ground. To truly grow a brand, it must engage in continuous brand-building across the channels where consumers are consuming high-quality content and are most engaged. Fundamentally where they have a emotional connection to the content and where they are most attentive. Brands that personalise that connection through access and creative will win their trust but they aren't. Today, TV has transformed into a variety of formats—CTV, BVOD, AVOD, SVOD, FAST—and for many brands, this can seem inaccessible and overly complicated. However, that’s changing! Many brands are unaware that they can now access premium live content at scale. This represents a massive opportunity for brands that have heavily invested in last-click channels, often influenced by an attribution model that favors a select few. Agencies often profit from these channels, sidelining options like TV for larger brands with substantial upfront budgets, while relying on a limited panel to optimise schedules. This outdated model has been ripe for disruption for years. That’s why we founded Cake.Shop — to give brands of all sizes access to the best inventory through the most direct route to market, all at a transparent cost. Moreover access to creative studio to create ads that are personalised and engaging. The traditional linear TV buying model is outdated, reserved for agencies with the power to negotiate deals. Now, brands can buy live TV without needing to commit to budgets in advance. Technology has advanced, but the agency buying model has not kept pace. We now offer direct live TV buying for brands of all sizes, on their own terms, using their own data to target and measure effectively. Brands that move to this now, will have the advantage in the future. #Access #Buying #TVAdvertising

At Cake.Shop we understand the importance of making informed, data-driven decisions to reduce a brand’s carbon footprint. That’s why we’ve teamed up with Hiili to provide solutions that drive sustainable impact. “…Our partnership with Hiili allows for seamless pixel integration in any digital media campaign and use of AI, delivering actionable insights" Luke Hills, Cake.Shop "… Collaborating with Cake.Shop marks a significant step forward in empowering advertisers with the tools and insights needed to drive meaningful change towards sustainability," Steffen Svartberg and Tommy Torjesen, Hiili Read the full article on Mi3Australia https://lnkd.in/gHfX2Zdy

It’s official—we’re launching Cake.Shop U.S! Expanding stateside is a significant milestone for us. At Cake.Shop, we believe in empowering agencies and brands with transparent, sustainable ad tech solutions. We’re excited to bring our approach to a new market—who says you can’t have your cake and eat it too? cc Luke Hills Georgia Woodburne

This is in the same week that journalists are looking to strike at Nine for unfair pay and why publishers are going out of business at a rate of knots. There is a crisis in terms of journalism in Australia and other major ad markets and its got to change. I worked for nearly 15 years in agencies and this idea of brand suitability was always incorrect. Chopping news sites out of the inclusion list was never the answer and I remember getting calls to do this with little to know understanding of the wider impact of this wholesale strategy. I've also worked in ad tech where margin management is the number one strategy. This results in an ads running on sites humans don't go to and then obfuscated around some other metric. Likely fraudulent or completely made up. What sites deliver the largest margin, thats basically the entire market at the moment and the value exchange is terrible between advertiser and publisher. The commercial issue at Hold Co's today is a major problem for advertisers. They're all on watch from share holders and market pressures to deliver more margin to offset economic headwinds, labour costs and the ongoing disruption to the ad market. No doubt its tough but theres no excuse for this , especially when there's plenty of examples of this not happening. Worrying that this has been driven by senior people and its not a fair reflection of others who do have the knowledge in this area to stop this from happening. The fact is money talks in this game and even the people that do seek to do the right things by clients will always get a tap on their shoulder telling them what to do for the profit of the business. Its created a very unhealthy ecosystem which is at breaking point because they don't know how to change the model across multiple markets and jurisdictions. It honestly doesn't have to be like this. There are plenty of good examples where there is a disclosed model that an agency can share in. However its driven by the right people, who have the right knowledge to make a change to their tech and contractual choices. Whether the advertiser takes control or whether the agency proactively looks to address these issues or even more how are publishers can galvanise their offering around their audience and data. Make the change and make it quickly before you get found out and trust me you will eventually. Drive change. #transparency

Privacy is the number one concern for our clients at Cake.Shop. We wrote a comprehensive guide that takes a look at the new Privacy Act coming to market in Australia in 2024 and ways to help navigate the changes. It will effect all companies and non more so than brands, agency, ad tech vendors and publishers. We're helping companies prepare for these by offering transparency into commercial and data governance in the supply chain. No longer can you rely on others to protect your data or customers. Putting your media operations into opaque technologies and intermediaries will expose you to legal implications going forward. Reach out to the team to find out more about how we can help navigate the change. #privacy #adtech #forensictech

The Cake Shop team will be attending our first Cannes In Cairns next week and we can't wait. Looking forward to catching up with some of our clients and meeting new contacts up in the tropics of Northern Queensland. We're also excited to announce some new product and team updates over the course of the event. Reach out to set up a meeting over a coffee, beer, wine or cocktail 🌴 🍸 ☀ #adtech #creative #measurement