Alison Vacovec

💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

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At B2B Summit this year, my colleague Hannibal Scipio led a panel discussion with real talk from partner ecosystem leaders. Some key observations -- "Suppliers must prioritize and communicate the value of all ecosystem partners within their organization, not just through sales numbers, marketing narratives, and slide decks. It is essential to demonstrate a commitment to ecosystem-centric GTM success through actions, behaviors, and core principles – active listening, competence, trust, and leadership." Check out more in Hannibal's blog: https://lnkd.in/dUC4Us78 #partnerecosystems #partnermarketing #B2B

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There are implications both on the business front, but also on the personal front for many individuals as these big acquisitions take place. This article cites the expected $750MM in savings expected through this merger. As with any announcement of this magnitude it leaves many wondering what it means for them. The article also states "The surprising bid for further consolidation in the digital advertising industry is a sign that large companies view the incoming Trump administration as a green light for significant acquisitions—a sentiment Warner Bros. Discovery CEO David Zaslav has expressed outright." The CPG industry alone went from less than 30 acquisition transactions in 2006 to over 1,000 in the last couple of years. This means a lot of AMAZING talent is being displaced. I have never seen such a group of talented people and amazing humans that are currently looking for roles. What this onslaught of news means to the individual- network like crazy. Not on a mission, but as an important and embedded part of your day-to-day routine. Be externally focused always. Be helpful to those that are looking - these days it can be anyone at any given time. Make time, keep learning and be flexible. Given how many I have talked to that have been displaced or worried about being displaced ... I thought building a community to talk about the fast-moving and ever-changing job market might be helpful. A community to stay informed, expand your network, exchange tips and tricks, help each other, be proactive and maybe even laugh a little along the way. I started the Job Market Jungle group feel free to join and share with anyone you think might be interested! Just click on the link below. https://lnkd.in/gcfXhkwy https://lnkd.in/gAGYj5sT

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How can advertisers stay ahead of the curve while keeping their ad campaigns brand safe? Integral Ad Science SVP of Product Craig Ziegler sat down with Beet.TV to discuss why AI is key in the fight for brand safety, especially on emerging platforms. Want to learn more? Watch below! #BrandSafety #AI

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With more and more retailers developing their own advertising ecosystems, how should brands and agencies decide which retail media networks to invest in? My Skai colleague Nich Weinheimer recently outlined the key considerations to Street Fight: 🥅 Alignment with business goals and sell-through on the given channel 🎯 Assurance that the RMN's audience aligns with your target buyer group 🏹 Understanding of all of the targeting options that the RMN provides 🛒 Availability of multiple ad formats to leverage and test 🔍 Transparency into how the RMN measures performance For a deep dive into each of these, see the article link below in the comments. 👇

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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 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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Had a great, data-driven discussion with Scott Breitenother, CEO of the Brooklyn Data Co. (a Velir company). He shares some great tips for anyone seeking to make better use of #data and #dataanalysis within their organizations. Check out our new interview! #data #dataanalysis

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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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Good article from EMARKETER’s Meaghan Yuen illustrating the shift in ad dollars to #CTV. The underlying data is from IAB, Advertisers Perceptions, and Guideline with 364 U.S. agency and marketing professionals were surveyed. Keynes Digital works with your marketing team to evaluate the proper testing strategy to validate the incrementality using normalized data. Source article in comments. #CTVAdvertising #ConnectedTV #growthmarketing #performancemarketing #paidmedia #paidmarketing #mediamixmodeling

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I thought this was a great example of how advertising goals can align with culture and impact. Transformative approaches to leadership need to be in alignment with other strategies, and with leadership and data being so tightly intertwined, it makes sense that forward-thinking businesses are thinking about advertising in the context of their long-term organizational goals. #Culture #Advertising #Leadership

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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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NEW IAB REPORT: Connected TV (CTV) Ad Format Landscape: How Standardization Can Drive Programmatic Growth and Innovation 📲 https://okt.to/xCgsr1 As #CTV viewership and ad spending soar, it’s clear that the lack of standardization across platforms is stifling the industry’s potential. IAB’s new report explores how innovation in immersive, interactive ads can improve the experience for both advertisers and viewers, fostering a mutually beneficial ecosystem, and offers a comprehensive overview of established and emerging CTV ad formats while highlighting the urgent need for #standardization.

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Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

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More stuff on more channels = ⬇️ quality & effectiveness. Affordable testing is here from DAIVID 🦩 tho, so stop those leaky budgets

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We recently had the privilege of interviewing Opella CMO Claudine Patel on our podcast. This story in particular hit me hard. Early in her career at Coca-Cola, she was determined to launch a big, iconic billboard advertising campaign. Armed with every data point imaginable, she fought for her idea, convinced it would be a success. Her boss was skeptical, but Claudine pushed forward... The result? A costly flop. The billboard was so high in the air that pedestrians simply walked by without looking up. It was a hard lesson: data alone isn't enough. You need real-world observations too. But what struck me most was her boss's reaction. Instead of reprimanding her, he acknowledged the mistake but praised her for the learning opportunity it provided. This gave her the confidence to be bolder in her future endeavors and inspired her to give her teams the same gift—the freedom to take calculated risks and learn from them. At OpenFortune 🥠 we strongly believe in the same mantra: Growth often comes from our failures, not just our successes. But to fail, you need to be bold. Like Claudine says at the end of the clip, "You become more brave with permission." ps - nothing better than getting to do these pods live. s/o to ADWEEK and Brandweek for bringing us all together 🫡 (full ep link in comments)

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Some of your favorite brands started when you were young. Some experts predict Gen Alpha to be over 2B consumers. Here is how to align them to your brand for a lifetime. https://lnkd.in/dDd4sMv8 #genalpha #brandloyalty #kidoz

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Incredibly exciting and collaborative work! You can’t manage what you don’t measure. This is business 101. Sustainable advertising is just smart business. Very proud of the work we are doing across the ecosystem to create better outcomes for brands. It’s a win for marketers, publishers and the 🌎! #Sustainability #AdTech #MarketingEmissions #GreenMedia #Scope3 #DigitalAdvertising

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