Alberto Brea

More than just media.

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Auditable AI(TM) for targetable look-alike audiences that outperform today's black-box AI alternatives, in market today. Come see it to believe it!

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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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Interesting insight into conversations between Google and publishers, all seemingly focused on yield optimization for their respective organizations with little discussion on improving advertiser campaign performance or return-on-ad-spend. Advertisers investing in programmatic digital media really need to take note of the continued lack of transparency, hidden ad tech fees, and manipulative pricing methodologies that are emblematic of this space and that are sapping their working media dollars.

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With a world focused on instant gratification sometimes the importance of consistent brand presence goes unnoticed. Chief Brand Officers are the unsung heroes that keep the ship from hitting that iceberg. This is a good read if you are interested in finding out how instrumental branding is to your success.

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I don't think one-click purchasing (e.g., Amazon), fast fashion and deep-discount apps like Temu/Shein have been DELIBERATELY conditioning us to adopt AI, but I think that's one way it could play out in hundsight. As certain kinds of online shopping become a steadily more throwaway (i.e., less intentful and more compulsive) experience, I think human shoppers won't really have a problem outsourcing the actual act of shopping to an AI agent. Thanks to Lynne d Johnson and Tameka Kee for having me on their pod. We talked about a lot of interesting stuff! Please give it a listen.

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Big news in CPG ecommerce advertising! Our client Duke's Mayonnaise and Wright Brand Bacon teamed up for a wildly successful Instacart joint marketing campaign. By collaborating to reach grocery shoppers at the digital point of sale, they achieved: - 44% sales lift for Duke's Mayo - 69% sales lift for Wright Brand Bacon - 6.4x ROAS The keys to success: - Pairing two complementary, iconic brands - Engaging creative featuring recipes with both products - Robust targeting of high-intent Instacart shoppers - Native, non-disruptive ad placements Kudos to Duke's, Wright Brand, and Instacart on this innovative, data-driven partnership that shows the power of strategic collaboration in driving digital sales! 🙌 Excited to see more CPGs embrace this approach to achieve outsized results. Brainlabs is proud to help clients like Duke's push the boundaries of what's possible in digital advertising. #ecommerce #cpg #advertising #instacart

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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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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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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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A compelling argument for the importance of experiments and the use of Bayesian modeling. The objection/notion of isolated, walled garden experiments is slowly becoming obsolete. As advertisers increasingly leverage open-source or proprietary geo/user-based experimentation on their own internal metrics, the need for incrementality testing as the gold standard for establishing media causality becomes undeniable. Incorporating experimental data into a Bayesian framework should enable more accurate and actionable insights in this regard.

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Brand safety is kind of a given in terms of marketer expectations in 2024, but the reality of making brand safety happen is a bit more complex. Let's talk about it at the TAG "State of the Fight" event during Advertising Week New York!

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Why is video the future of #B2B marketing? 📈 Merkle's Sonya Hand and other execs reveal how video is helping brands break through the noise and connect with decision-makers in new ways. Explore the full discussion in The Drum: https://bit.ly/3XdzgPf

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The clean room future is no longer on the horizon – it’s here. And for leading companies in every industry, clean rooms are transforming marketing strategies. 80% of advertisers spending over $1B on media are already using them. But here's the thing – most brands are only scratching the surface. While many are using clean rooms for audience insights, only a third are leveraging advanced measurement like attribution and ROAS. And broader collaboration across partners and complementary brands offers even greater potential. Modern clean rooms are now fully interoperable, breaking down silos between brands, retailers, and media partners. In talking with companies across industries, I constantly hear their desire to get started, but also recognize that this represents unexplored territory for many. To help companies navigate the complexity, LiveRamp has put together a playbook of some of the most common tactics, and I've attached a link here. Happy reading!

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5 areas that AI will impact Advertising 1. Search - chatGPT will change how people search 2. Gen AI can improve predictive relevance in programmatic 3. Creative process - people with machines 4. Cost efficiency and productivity - people will become more interprtors and editors vs creators 5. AI for customer experience - CX software, recommendation engines, shopping assistants #ANAAFM

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Good news for us #B2C marketers out there! And super interesting... wonder how many other institutions might follow suit... and if this is a long or just short-term workaround to third-party data restrictions. 🤔 #digitalmarketing #datatracking #marketing

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Great conversation with Ian Michels! Some highlights: *️⃣ It’s much more of a human problem than an attribution problem; *️⃣ It’s not about the models that come with the tool, its how you’re getting everybody to agree with and understand the attribution data; *️⃣ Quality of data is a big challenge to using attribution; *️⃣ Everything goes better with great targeting On that last bullet -- your attribution reports are going to look a lot better when you filter them to your ideal customer profiles. Getting your ICPs right delivers huge benefits that extend well beyond attribution 🚀

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