Aaron Burnett

Is your intent data strategy truly giving you a competitive edge? Our new eBook, "The Deprecation of Third-Party Intent," explores the limitations of common data sources and the necessity of diversifying your approach. Discover how to move beyond false positives and bidstream issues to gain actionable insights. #B2BMarketing #IntentData #CompetitiveAdvantage

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Generative search is changing the search landscape! Gini Dietrich details how this affects your earned and owned media efforts https://lnkd.in/gCkAEx-K #GenerativeSearch #SEO #GenerativeAI

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Finding the right software to leverage AI and AMC is mission critical for brands. As marketers, we can't afford to ignore major capabilities that drive efficiency and performance. We've seen examples in the past of brands missing out on game-changing tactics like dayparting due to being locked into inflexible tech stacks. Those who lagged behind suffered reduced ROI until finally adapting years later. Fast forward to today, and we're facing a similar situation with AI and AMC. These buzzwords aren't just hype - they are real and essential tools for modern marketers. With AI-driven optimization and insights from AMC, brands can create more targeted, efficient campaigns that deliver real results. But not all software is created equal. Some platforms offer more robust AI capabilities or deeper integration with AMC, which surface insights and make the execution of new strategies easier. AI and AMC will give brands a competitive advantage, but the best tech makes adoption obvious and intuitive. That's why we work with several Ad Tech platforms, we are constantly seeking out the latest innovations to give our clients the edge they need to succeed. Ad tech consulting is a core part of our offering at Monks - feel free to reach out if you're evaluating your tech!

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Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gBPjigx6

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“First party data must come first.”

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As the allure of RMNs grows, marketers will need to exercise caution given the numerous challenges ranging from the lack of transparency to regulatory risks, and the growing acceptance of conquest marketing and the leverage that provides retailers.

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Pssst. Marketing leaders. Nervous to ask questions about data clean rooms? Here’s a cheat sheet for you. More of a guidebook, really. We laid out “12 essential strategies for marketers” to help wrap your head around how and why you should be using clean rooms and data collaboration. All 12 are important to understand, but here are my Top 4: 1. Build Richer Audience Profiles Leverage data clean rooms to go beyond basic demographics, combining your first-party data with retailers' email datasets and purchase histories to increase your first party data and better understand your audience. That way, you can compare match rates across channels while keeping personal data anonymous, in order to discover and refine your most relevant audiences. With these insights, you can tailor ad content and campaign strategies to specific interests and lifestyles, driving higher conversion rates. 2. Personalize at scale Now that you have increased the size and wealth of your, you have a better understanding of the specific needs and desires of different segments. That allows you to craft messages that speak directly to your customers. This level of personalization not only captures attention but also fosters a deeper connection with your brand, leading to higher engagement and conversion rates. 3. Retarget high-value, in-market buyers Imagine identifying users who visited your site, downloaded your app, added a product to their cart but didn’t convert. By matching your first-party behavioral data with retailers’ audience segments, you can precisely re-target these potential buyers with a special discount or related product recommendation. Example: Mondelēz International, a large US food and beverage company, collaborated with Pinterest and Albertsons’ Media Collective to enhance their targeting for a new charcuterie board campaign. By reaching in-market consumers who had purchased other brands of crackers, they saw a 16% sales lift and a 19% lift in new buyers! 4. Verify the reach of your campaigns Keeping track of your ad campaign's reach across numerous media channels can be a real challenge. By collecting impression-level data from each media partner through a data clean room, you can get a clear view of your cross-channel delivery and start measuring the quality of your audiences. Precise targeting, with robust data, is only valuable if it's driving results. Ensure you have a solution that is providing you with robust measurements so you can quickly optimize your campaigns. Download the full guidebook and check out all 12 strategies and reach out to LiveRamp with any questions!

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https://lnkd.in/g26enNWq This describes a significant shift in retail media, particularly in how digital screens and retail media assets are leveraged within physical stores. Traditionally, in-store media, such as digital screens, operated on a real estate rental model where the space was leased to media owners. The media owners then sold this to brands based on location, footfall, and brand affinity. However, the integration of retail transaction data with in-store media is what makes retail media a game changer. Media in Retail has now become Retail Media. Now, instead of just renting space, retailers such as Walmart have set up their own media business. With the right technology platform like Location Media Xchange as an enabler, they can open up their media inventory to Omni DSPs and their own Self Serve Platform. Media Planners and Buyers can now set up a campaign by selecting the brand specific product SKU, budget, and creatives, and the system will automatically handle the rest. The AI enabled system identifies the best-performing stores for that SKU, optimising the timing and placement of the creatives to drive maximum sales. The actual sales of that SKU from these stores guides and fine tunes the content and placement. This approach turns what was once a passive advertising medium into an active, data-driven marketing tool that continuously adjusts for the best results. Besides increased $$$ for the Brand which is also increased $$$ for the retailer, this opens up a completely new advertising $$$ stream for the retailer. This retail media automation and data integration elevate what was a simple rental model to a sophisticated, digital transformation strategy that can significantly boost sales. If you are multi-brand retailer, you should start now and the proof is in the pudding. Walmart has built a 3.4 Billion USD advertising business becoming one of the top 10 advertising companies globally. Their advertising income is expected to contribute to 20% of their overall income. The Time is NOW. Moving Walls #retailmedia #dooh #retail #advertising

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Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting Per Advertiser Perceptions and NCSolutions: * System1Group Chief Customer Officer Jon Evans says, “Creative is the number one factor in explaining the performance of your advertising, and yet most marketers still don’t realize it. That means that those who focus on getting the creative right have a huge competitive advantage.” * Andrew Tindall, System1’s SVP of Global Creative & Media Partnerships, asserts, “We need to be bold, unapologetically say no to things to get time to make better ads, and partner with the right agencies the bring the talent, tools, and knowledge to make work that works.” * Les Binet and Sarah Carter caution, “Don’t target too narrowly. It may be efficient, but it’s rarely effective. Tight targeting means low sales and profits.” Via the link below, executive summary, video explainer, and deck.

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As #thirdparty cookies near deprecation, ad tech companies are innovating to build audiences for media buyers. #Sellside curation is emerging as a key trend, where #firstparty customer data from buyers is matched with publishers' first-party audience data to create private marketplaces (#PMPs). This shift changes the traditional roles of #DSPs, #SSPs, and #DMPs, leading to new dynamics in the #programmatic ecosystem. Key Highlights: ✅ SSP Curation: SSPs now leverage first-party data from publishers, enabling large-scale activation of second- and third-party audiences without third-party cookies. ✅ Data Marketplaces: SSPs are partnering with third-party data providers to enhance audience matching, creating new data marketplaces. ✅ Real-Time Reporting: SSPs offer real-time data matching and reporting, improving transparency and efficiency. ✅ Flexibility and Control: Sell-side curation provides advertisers with more flexibility and control over audience identifiers, bypassing DSP limitations. ✅ Industry Impact: The evolving landscape is creating new opportunities and tensions, as SSPs gain prominence and DSPs adjust to reduced control. As the ad tech industry adapts to the loss of third-party cookies, sell-side curation is transforming how audiences are built and targeted, paving the way for a more connected and efficient advertising ecosystem. #sellsidecuration #programmatic #advertising

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Retail media ads receive a 183% higher engagement rate than the baseline average across all impressions tracked by DoubleVerify. High engagement comes at the cost of viewability, however, as only 36% of retail media ads placed on retailers’ owned inventory were seen, compared with 73% for audience extension inventory. Shout out to EMARKETER for their valuable Charts (and stats) of the Day. At Adsta, our CPGs and retailers continue to see the most success from balanced retail media strategies that include both onsite and offsite placements, often from different specialized providers. Offsite may have more reach, but onsite delivers engaged users in a buying mindset. #retailmedia #digitalmarketing #cpgs #consumergoods #groceryretail #retail #onsitemedia #offsitemedia

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Intent is inherently a human characteristic because it involves conscious decision-making, goal-setting, and the capacity for abstract thought. There's no shortage of debate about the risks and tension between AI and human intent (read: autonomous vehicles) but less about its value in designing better experiences for brands and organizations. My colleague Chidi Achara gives a great perspective on this and rebalancing the relationship between humans and machines in our latest IX podcast. Give it a listen and send us your thoughts.

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🔥 The lesson: Just as a consumer shouldn’t wait until a vendor has gone away to become more informed, so shouldn’t you wait until a data marketplace closes down to understand if the data you’re using is the best available.  🔥 Hot take from Henry O. at Stirista. So much truth in that statement. So many things to think about and questions to ask for data providers, and those who use data here: https://lnkd.in/e-CKsfTQ How does it feel to have your homework done for you? #compliantdata #accuratedata #dataavailability #dataduediligence #datamarketplaces And as always - LBDigital >> Third party data that doesn't suck 🥤

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So the 2024 B2B marketing outlook from Anteriad makes for interesting reading. Thanks Anthony Carraturo for flagging. Some things that jumped out at us at KoalaB2B... 1) Those using intent data are more likely to have seen a significant revenue increase' (about 30% YOY) 2) North America leads the way in its use of intent. 3) Those companies making the most of data are able to gain a crucial advantage Are you making the most of data in your sales efforts? KoalaB2B helps you unleash the power of intent data to drive pipeline. Let us see how we can help you. #intent #leads #automation

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AI Video will change the way brands approach video marketing. My thoughts in the article below.

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In this cluttered, competitive #adtech industry, buyers view tech as a commodity. Your product and your differentiator is your PEOPLE. If your PEOPLE are not kickass thought leaders / consultants in critical areas like identity, data collaboration, CTV, commerce media, curation, AI, etc., you are going to lose to the big walled gardens often, and you will leave $$$ on the table. DM me if you want to chat about how we can help supercharge your PEOPLE, and your growth in 2025. #KnowledgeIsRevenue

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I've been wanting to bring Tealium to our webinars for a while now & delighted we have such an experienced specialist like Steve Overton join our panel! Only 2 weeks to go! Thank you, to those of you, who have shared your questions already - please keep them coming - it's going to be a great webinar! #cdp #martech #customerdataplatform #customerdata #data #realtimedata #realtimemarketing #realtime #personalization #digitalmarketing #firstpartydata #cmo #cdo #1stpartydata #vendorselection #datastrategy #rfp #segmentation #crm #crmstrategy #crmsoftware #cto

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