Ali Manning

I had the honor of speaking this year again at the #AIMConf with Ben Witten from Placer.ai, covering how to leverage anonymized mobile location data for market research and advertising. We talked about the opportunities given by Placer to get to the table early, such as: • How to use anonymized mobile location data – for multifamily market research and advertising • How to understand market trends and migration patterns – population growth and change in rent/home prices, how urban and suburban markets are changing, how markets and submarkets are changing and attracting different demographics as residents seek affordability • Discover where prospects live, work, and play – what type of occupations dominate a submarket, how far are residents willing to commute, where they lived before • How to use geofencing advertising to supercharge your prospect engagement – targeting competitor residents, refreshing targeting and creative assets based on market changes, determining points of interest and how they change seasonally Check out the article by GlobeSt.com to see more about our session! #AIM #MultifamilyMarketing #Multifamily #DigitalMarketing

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Taboola & Outbrain: Is Your CPL/CPA Too Expensive Despite Your Best Efforts? It Doesn’t Have to Be. It’s easy to blame the platform or assume audiences just aren’t connecting, but often, small tweaks can lead to big changes. On Outbrain for Performance and Taboola, subtle adjustments can be the difference between mediocre and breakthrough performance. Here are 4 quick fixes to try: * Switch Up Headlines: If your current headline isn’t performing as expected, test variations with new wordings. AI platform features can be incredibly helpful. ** Play With Images: Images are critical to Native Ads — experiment with visuals that better reflect your audience’s interests and emotions. *** Refine Your Targeting: Audience fatigue is real. Rotate your target parameters to capture fresh eyes and new clicks. **** Implement a Server-To-Server(S2S) Tracking: Significantly reduce discrepancies and improve the accuracy of collected data. Sometimes, it’s not about starting over; it’s about sharpening what’s already there. Small changes can create big improvements for your CPL/CPA. ----------------- At Schwartz Consulting, our goal is simple: support Brands in their ability to find success at scale on Outbrain & Taboola. If you enjoyed the post, simply like ❤️

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Google's search cash cow marches along.   Open-source Meridian MMM was highlighted in Alphabet Inc.'s Q3 earnings call this week, which is pretty amazing!  They are encouraging objective, holistic media measurement on an earnings call, wow.  Marketing analytics professionals with deep technical knowledge of econometrics and causal inference will benefit from Meridian.  Measured incrementality can interoperate with and calibrate any 3P MMM including Meridian   For marketers who don't have the deep technical expertise or who would rather engage an industry-leading 3P, Measured makes complicated triangulation turnkey, elegantly bringing together causality from experiments, MMM, and platform attribution for an all-in-one solution.

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For over a decade, Caleb Benningfield has been at the forefront of developing customer data solutions. His post details the ongoing struggle to dismantle the longstanding silos in enterprise data management and describes how the lakehouse model is a significant advancement, combining the benefits of data lakes and warehouses while adding seamless data sharing capabilities. This integration allows each application to optimize its compute capabilities and features, while all data can be accessed through a single, unified interface. This not only simplifies data governance but also enhances flexibility, freeing up data engineering teams to refine and expand the data ecosystem rather than being bogged down with integrations. Do take a moment to read Caleb's post and explore how these insights could influence your strategies and solutions.

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Episode IV Advertising is Scientific - start with a question, do some research, form a hypothesis, test that hypothesis, look at data, wash, rinse, repeat. But, when I see a well-known "influencer" write copy this horrible, I have to wonder if, just maybe, a refresher on the "salesmanship in print" basics is in order. Here's the copy: PLEASE TAKE THIS SERIOUS 📕🎯 the opportunity is massive … BIG BRANDS continue to be slow to building brand and sales in Social, @vaynermedia is trying to help but they are moving slow, this means the opportunity for all you small businesses, influencers, creators, and VCbacked DTC brands is HUGE … this new book is the blueprint to growth … // end copy When you write copy this badly, your only hope is to post 2,000,000 times a day to make up the difference in volume... Maybe its why Gary's schtick is "post your face off" - because he/his team sucks at copywriting... but that's another show. Here's your to-do list: 1. Get Scientific Advertising, read it. 2. Get the Robbert Collier Letter Book, read that. Those will give you the fundamentals for writing effective copy, producing social media content, or anything else which requires a response from the viewer/listener/reader. (please don't give me the BS about "outdated") To be continued... (image credit: Facebook Ad Library & Gary V)

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Something the best ad agencies can learn from McKinsey -   McKinsey gives high-conviction advice.   Most times, it's right.   B/c they have an edge...their people and their playbook.   If a client consistently disregards their advice, they do something refreshing…   Something most consultants and agencies never do...   They fire the client.   TLDR - they prioritize reputation over revenue.   They'd rather bleed quality and have a reputation for outcomes than bank extra rev.   Chalk it up to a "third edge."   This is how we operate too.   It's not that we're never wrong…   We're learning every day, too.   But if you're not ready to move quick and learn together, we're not a fit.   B/c retainers with the wrong brand--no matter how large--aren't worth the cost.

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Meta is quietly rolling out Incrementality Optimization for sales campaigns, and while I’m generally skeptical about Meta’s announcements, this one does sound promising for advertisers focused on driving real sales. This development differs from their previous announcement about optimizing for results reported in third-party attribution tools like GA4 or Northbeam. So, what's different here? Meta claims they are leveraging data from tens of thousands of holdout tests conducted over the past decade. By doing so, they’ve gained a deep understanding of how ads need to be delivered to truly drive causal impact—hence, Incrementality Optimization. In practical terms, this means an increase in ROAS on Meta should more accurately translate into real sales on Shopify. It’s about achieving true incremental impact. Unlike traditional attribution models, which often focus on correlation, this approach focuses on actual incremental sales driven by ad exposure. It helps distinguish between ads that generate new sales and those that align with purchases that would have happened anyway. As it becomes available, it’s definitely worth experimenting with and observing the results.

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READ OF THE DAY! Insights on #AI impact on #search from Yoast's Carolyn Shelby Want to future-proof your SEO strategy? Focus on being the most trusted answer on the web. E-E-A-T and QC are just labels – the real job is to show your work.

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Expert advice from Pam Didner: “Stop using #AI as marketers for mediocre workflows. You know your product/service better than anyone. Add thoughtful complexity to your prompts, and (1) identify your core audience and (2) channel approaches before you build.” #DataQuality #B2BMX East

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If you're in the venn diagram of Marketing Nerd, Data Science nerd, and going to #MADS24 conference in San Diego next week, then Kevin Hunt and I are centered in your sweet spot. We'll get deep into the weeds of channel creation, gamma features, and just plain optimizing your ad spend (on and offline). Our talk is Wednesday but if you're there and we should connect, hit me up!

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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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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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Ever thought your TikTok content could be more than just a hobby? 📲 Our latest eBook, Maximize Your Earnings: Using TikTok’s Creativity Program, is your guide to unlocking real income from your videos—no big investment required. From trend-hopping to brand partnerships, this guide shares the strategies to make every view count. #CreatorEconomy #MonetizeYourContent #TikTokSuccess #SZEnterprises

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Excited to join noble’s advisory board! + 6 ways to increase buyer enablement: 1.Customer stories 2.Show your product Videos and/or product walkthrough tours 3.Thought leadership content Podcast, Industry report w/ proprietary data benchmarks, etc. 4.Connect buyers with customers Can do it before talking to Sales using Noble; can do it after using a customer reference list and/or Noble 5.Possible to schedule a meeting from your website 6.Public pricing What would you add to this list? P.S. if you haven’t checked out Noble, you should! It’s a cool product, especially if much of your ICP is on LinkedIn. #b2bmarketing #productmarketing #buyerenablement

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You (may) know #DSPs and #SSPs, but what do you know about #OSP, the new #TLA in town in AdTech ? At Broadpeak, we know a lot as we're pioneering the category 😉 OSP stands for #Operator Side Platform 🚀 It's the leading digital advertising model for Operators to leverage their core assets to help the #broadcasters grow again. 💰 It's a model that begs for the product of our three main innovations of the last 18 months. 1️⃣ #Spot2Spot to replace only the low value linear ads by higher value digital ads on operators' streams. 2️⃣ #Connect2Data to connect easily with all broadcasters and share valuable data in a privacy-by-design way 3️⃣ #Click2 to allow the most scalable shoppable solution, both on ads and content, thanks to the Operator native link between TV and mobile. So happy to build this platform with Xavier Leclercq, Mathias Guille, Olivier Karra, Manuel Bergerot and all the great team at Broadpeak and broadpeak.io. If you are an operator and you want to startup a new line of business, let's talk. Now. To #Make_TV_Grow_Again.

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Traditional MMM uses a maximum likelihood approach. This means that the results are purely focused on the correlations in the data over time. The reality is that this kind of analysis uses data that no marketer or manager would trust 100% to guide decisions. The #Bayesian estimation approach allows its users to incorporate multiple sources of information, including but not limited to MTA & incrementality testing results. By doing so, the model is more informed and more consistent with the brand's larger information estate. The more you know!

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IAS's Quality Sync pre-bid segment is now available in Amazon DSP for advertisers looking to optimize their workflows and programmatic advertising efforts. Learn more about this update below.

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Are you looking to increase your new-to-brand sales on Instacart? Flywheel partnered with an over-the-counter (OTC) pharmaceutical brand to manage their advertising campaigns on Instacart. With a strong market presence, they aimed to drive new-to-brand sales while maintaining cost efficiency. Our team implemented a tactical approach, focusing on highly searched and basket-building terms. To further increase exposure to new shoppers, we leveraged Instacart's 'aquire' objective, targeting customers who hadn't purchased in the last 26 weeks. Through this partnership and optimized bidding with Instacart Ads, the pharmaceutical brand significantly increased their media efficiency and new customer acquisition. Swipe to see the full results ➡️ Partner with us to drive proven results on Instacart 🔗 https://bit.ly/3TKis1s #InstacartAds #eCommerce #NTB #ROAS #Advertising

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One immediate post-election viewpoint for digital advertisers: many marketers will be reconsidering their positions on brand safety. In environments where anyone can post anything, there will continue to be risks. But there are massive communities where opinions are discussed freely with limited moderation, and missing them can mean missing a big chunk of the country. Now that the election is over (finally), more advertisers will be evaluating their stances on brand safety strategies. Sam Lessin, former VP Product at Facebook, posted a reflection on the election today (excerpted below): “the internet is a game of messaging iteration vs. messaging perfection where you can always hit ‘undo’ and you are going for spikes vs. playing defensively.” This is an uncomfortable approach for many advertisers. But if your brand can play offense and take risks, that can be a solid strategy in this environment to win share. There is an abundance of opportunity on the Internet to get your message out. You can’t win if you don’t take enough shots at goal.

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