Koto Max Ayodeji

Has anyone ever sized the market opportunity the measurement/verification/attribution/optimization companies are fighting for a share of? Are long-term projections tethered to assumptions using math like we expect X share of a market sized Y, yielding revenue Z, margins A = valuation B? I suspect the pie is finite and not going to grow enormously, so in the end there is only room for a handful of players. And someone is going to have to lose significant share for even that to work. Especially as long as the sell side is paying most of the freight (directly and indirectly).

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“Right user right place at the right time” is just marketing. Hundreds of adtech companies have used it for a decade. It’s not true. No one has ever gotten a unique ad delivered to them that no one else ever got. The lowest level of targeting and measurement you need to get is the household address. That’s the level at which you actually need to reach people, the level where important buying decisions are made, and where you can actually reliably tie ad exposure to incremental outcomes.  Consider CTV. It’s a full-funnel channel that creates demand and drives purchase decisions. It's a shared device so you can't possibly know which people in the household are actually exposed to an ad. So you can’t reliably tie the email a family uses to log into Peacock to all the members of the household. So, if Alice is using John’s email to watch Peacock, sees an ad, and makes a purchase, the brand won’t be able to tell that Alice was affected by their ad if they’re using John’s email as their ID. Household based IDs solve this. They create a reliable source of truth for ad exposure and purchase decisions that incorporate all members of the household without having to track people across sites and apps. And unlike cookies and email, they won’t be throttled by Big Tech. Stop trying to chase around individuals. The household is all you need.

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Get it here first - all the news from Google Marketing Live 2024!

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Brands are already using the right amount attention to increase cost efficient outcomes for both performance and brand activity. If you would like to explore how understanding attention can help your brand increase the quality of media they are buying, whilst simultaneously reducing the cost of your business outcomes, please get in touch #attention #outcomes

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Great event hosted by IAB Tech Lab in London yesterday celebrating their 10 years of vital contributions / standards / innovation to the advertising industry. A lot of very interesting presentations & panels getting into the weeds with a more tech focused audience which you love to see! My key takeaways are: 🏚 If you are not using a Data Clean Room in your tech stack right now either on the advertiser or publisher side, you are missing out. And no I am not talking about a walled garden one 🍪 Whether you are testing alternative identifiers or ID-less solutions, it is imperative to be doing something now on the buy / sell-side or get left behind 🐶 Privacy Enhancing Technologies are ultimately the future for every single advertising use case; time to invest in learning what these are and how to enrich your marketing strategy / approach with them 📉 Measurement is and always will be the most difficult problem to solve for. Sure you can use MMM / triangulation but there is still a need to evolve the in-platform approach whether it be cohort based, API based or somewhere inbetween & away from user level. 🔐 The ICO is just getting started, publishers and more importantly advertisers should be ensuring their consent management is in a good place before the ICO start auditing / calling out non-compliance in the UK 💵 Consent & Pay model is going to grow in adoption on the publisher side, which will be interesting to follow 🤖 Gen AI is driving a lot of innovation, but still a lot of question marks of some of its viability as well as the impact to sustainability given the large processing power #iabtechlab #digitalmarketing #digitalprivacy

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Netflix streaming was one of Amazon Web Services (AWS) early success stories and proofs of concept (I'll drop a link in the comments). "Amy Reinhard, the company’s president of advertising, was clear: Netflix will roll out a proprietary ad tech platform by next year." Could Netflix in-house #adtech be the next Netflix <> AWS collab? There's history there and this could be a major win for proving the value of AWS for Advertising out in the wild... #adtech + #cloud = 🔥

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Google's consent pop up, set to change the fabric of how digital advertising has worked since it's inception, is one step closer. UK Competition and Markets Authority have just had a massive box ticked in their assessment of Google Privacy Sandbox.... The CMA commissioned a study with Questrom School of Business, Boston University into the efficacy of Google Privacy Sandbox, specifically the Protected Audience API (nicknamed Paapi no less - and yes our business is related!)... https://lnkd.in/eGTZrKt3 The short of it - targeting users through Protected Audiences can deliver the same efficacy as 3rd party cookies (after the limiting factor of a partial roll out have been taken into account, and issues around latency on mobile have been addressed - which they will be) This removes one of the largest blockers for the CMA if performance is matched. We'd be so bold to suggest they can go further: 1) Addressability - when fully adopted should be much higher than 3rd party cookies today, which are already depleted (this is a permission setting which will be turned on in the chrome browser by default) 2) Targeting Accuracy - is 100% so it opens up wider communication opportunities other than just advertising/ more specific messaging, such as 'top up your new account' which wouldn't be risked today due to inaccuracies in targeting 3) Application more widely - Privacy Enhancing Technologies (or PETs) will become the future vehicle, we believe, for all digital communication between a brand and individual. It is not just Google building this out: Meta, Apple, Amazon, Mozilla, and Microsoft are all building their own PETs (bless). And you'd imagine messages delivered off domain by brands using their 1st party data, will be delivered more and more often not through squares on websites, but by AI agents interspersing them into conversations. This will happen through the same pipes. This is the future we're building for. But right now, if you want to continue retargeting in a few months time, you want to be testing buying and measurement through Protected Audiences. Paapi can help with that.

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Ok. Omnicom + IPG acquisition. My thoughts: (1) Networks will continue to commoditize. In the grand scheme it's not going to make much difference. The management consultancies are still going to continue to erode revenue from networks as they have for over a decade now and networks will continue to act shy of the C-Suite and allow themselves to continue commoditizing their services. (2) Boutiques will not boom. Those looking for specialized services, who prefer the vibe of a boutique or have personal connections at one will continue to use boutiques. A major bank or telco is still going to go with a scale agency who can field a large team immediately vs taking a risk with the scale-up promises of a smaller shop. No one is going to risk a career over that. (3) Noise. There's going to be a lot of noise. Omnicom will talk about efficiencies, scale, investment. They'll launch some branded tech-driven HR efficiency play, similar to what Publicis did the last time Omnicom failed to make a similar play happen. Independents will wave the freak flag a little higher. Memes will be created. (4) New acronyms. If you thought VMLY&R was ridiculous, wait until the FCBBDODDB press release makes its way to your inbox.

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The latest Advertising Association and WARC Expenditure Report presents a mixed bag for marketers, but Outbrain's Head of Enterprise NE, Alex Cheeseman, sees a silver lining, highlighting the remarkable resilience and innovation within the UK advertising landscape. Read the full article on Performance Marketing World to explore the future of UK ad spend.

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Second track at InfoSummit London with a fireside chat between Omnicom Media Group’s Sean Betts 🤓 and InfoSum’s own Ben Cicchetti. Yes another AI discussion but thankfully Sean and Ben cut through the buzz and get right into practical application and realistic use cases. 🧠💡🤖 “We talk a lot about innovation but how much do we actually see? It will take us 5 years for the media and advertising industry to properly test AI within simulations to actually enable innovation.” - Sean Betts 🤓 More questions for my network: How have you seen AI used in a productive way in adtech? Are we there yet? Should we be?

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GARM has been unceremoniously shut down. MOAT is no more. Contextual advertising is in flux. The concept of Brand Safety as we know it seems to be at a reckoning point. It's time to reassess what we mean by 'Brand Safety', and ask what the future holds for the concept. The industry wants to hear your views on what’s next for Brand Safety. https://lnkd.in/e2zm33_Z

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Am I connected to anyone that works on Meta's ad platform (or perhaps a third party expert that can help)? Grant Singleton and I are hitting some serious walls with our Meta ads integration, and have drawn a blank connecting with any sort of technical support from their team. Thanks in advance for any contacts or direction! #metaads #api #integrations

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𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗲𝗿𝘀 𝘄𝗮𝗻𝘁 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲, 𝗯𝘂𝘁 𝗽𝘂𝗯𝗹𝗶𝘀𝗵𝗲𝗿𝘀 𝗮𝗿𝗲 𝘁𝗿𝘆𝗶𝗻𝗴 𝘁𝗼 𝘀𝗲𝗹𝗹 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲𝘀🤔 Performance is no longer just about last-click attribution. As the definition of performance has evolved, publishers who understand and leverage this shift can tap into a much larger share of the advertising budget by focusing on: 𝟭: 𝗠𝗲𝗮𝘀𝘂𝗿𝗲𝗺𝗲𝗻𝘁 💡 – Go beyond basic ad recall. Document how you influence consumer sentiment, focusing on mid-funnel metrics like brand favourability and purchase intent. Documenting deeper value will unlock more budget from advertisers.  𝟮: 𝗜𝗻𝗰𝗿𝗲𝗺𝗲𝗻𝘁𝗮𝗹𝗶𝘁𝘆 🎯 – Use geo-split testing or spend-lift testing to document the impact of your ads. Track sales through coupons or promo codes, and encourage advertisers to ask customers at the point of conversion where they were inspired to purchase. Being able to demonstrate incremental uplift is a great way to get a much larger share of the ad spend. 𝟯: 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 📈 – Focus on engaging formats that keep readers on your site longer. Move conversions closer to your platform through interactive content like quizzes, lead forms, or even shoppable content. Advertisers are willing to invest more when they see real engagement and results from quality ads.

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Omnicom agrees to buy Interpublic in deal to create world’s biggest agency group 🤯 Is this a good thing for the industry or will it mean tens of thousands of redundancies? https://lnkd.in/edk_YAxB

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Great quick read on how agency founders are pulling together and lifting up rather than pulling down, which is great to see. I think the advertising/communications space as a whole seems more connected and collaborative than it has for years- on both sides of the Atlantic but particularly the US. It's not too surprising when you think about what the industry has been through in the last 18 months... acquisitions, mergers, hiring on mass, redundancies on mass, remote working to “not remote” working, challenging markets and budget cuts. Soon enough the turbulence will settle down and it will be business as usual but lets hope the collaboration stays.

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👻 Nothing gets Adtechies in the spirit of Halloween more than Mark McEachran's recent AdExchanger piece. #RIPCookies Advertising is changing. External drivers such as major FAANG plans no longer overshadow internal sell side strategic initiatives. It turns out executing against roadmap priorities: ♻️ mitigates engineering waste 😨 eliminates scope creep 🎁 secures tangible deliverables 🙄 There is nothing more irritating than committing to a roadmap, but everything under the sun and outside of your control delaying it. We know Google's announcements derailed things more than once. Now that the embrace of Alt IDs is taking shape, its time to focus more on analytic attribution instead of inferred uplift. Answering the question of ROI was always the more important and interesting conversation anyways. That said, Mark does a great job explaining the shift and I'd recommend taking a read if you haven't gotten around to it yet.

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Meta's new restricted targeting approach makes location an even more critical part of their offering. Brands advertising in the EU should really be thinking about how they can tap into tactics like hyperlocal area profiling and automated location budget optimisation for paid social. (Which is conveniently our specialism at crossover comms ) #meta #paidsocial #socialmediaadvertising

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Bing has bottomed... Well, in advertising revenue, anyway 😂 What does this mean for search advertising as a whole and SME's? Assuming this is just a market recovery after the 2021 boom cooled down, the trendline could continue and potentially knock out a future high as Bing gained market share in 2024, having first broken the 10.51% market share this year. There are underpriced opportunities at Bing, but it's never really front of mind for business owners and marketing teams. While Bing grows its share and before every business ends up spending there, it's worth taking it seriously before the unit economics become too tight. It's also super easy to import your campaigns from Google into Bing with a click of a button!

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