Brett Shearing

I enjoy being able to discuss these topics to drive the ad tech industry forward. Want to know how to make this work for your business or media property? I have a few tricks up my sleeve if you want to get all Copperfield. 😏

21

1 Comment

A fair and well researched piece this morning. (No I was not a source.) Buried in it is this line. "though a far cry from reports of Oracle Advertising earning more than $2 billion in 2022" It's fair to wonder how Business Insider, came up with the wildly outlandish $2bb+ figure. My supposition is they talked to a single, misinformed employee and never bothered to verify the number. All of this makes the case for the open internet. A niche publisher, AdExchanger comes to market with a well researched thought out piece where the author James Hercher clearly interviewed multiple sources, verified his facts and presents the reader with a clear picture of the machinations behind the curtain. Meanwhile, the Business Insider pieces seem slapdash, sensational and poorly researched. Ironically one would think the larger, more resourced publication would have higher ethical journalistic standards. The reason I bring this up is 2-fold: ▶ This is a subject I have relatively strong knowledge in. Therefore, I am more able to separate facts from falsehoods. Understanding how poor BI's (pay gated) reporting is on the subject is concerning. In the scope of global life, this is a small story. But it's instructive as to the priorities of the modern newsroom. ▶ Independent publishing, which seems to be, in this case, vastly superior to pay-gated big publishing, is at serious risk with the pending demonetization of Chrome. As someone who has built a career in the industry, it's clear that the goal of maintaining a free, open internet is imperative. Lastly, I would encourage the Business Insider newsroom to take a look at their oversight and practices. I doubt that the individual authors of the Oracle Advertising stories are intentionally publishing false information. There is likely a culture that prioritizes speed over facts and clearly a focus on sensational headlines over thoughtful journalistic integrity. I hope as the business matures they can take a more ethical approach. https://lnkd.in/eR-EMUJ6

126

13 Comments

Another day, another article on MFA. This time, the article highlights the shady practices of premium publishers partnering with content farms to make a quick programmatic buck. As an industry, we need to rally behind Quality, Performance, and Transparency to gain back the trust in the system we all work in. At Playwire, I took a huge leap of faith in the last two years to move all our publishing partners (and yes, I call them partners because that is exactly what they are; we are in this together) to a model that adheres to focusing on exactly this - Quality, Performance, and Transparency. The industry has taken notice and rewarded us for doing so. If you're in this space, I urge you to take the high road. By making these changes over the past two years, the results have been astounding. We have lowered our requests by over 60%, our CPMS are up +168%, Revenue is up over 58%, bid density has increased, viewability is up 107%, and the DSP's and SSP's are leaning in and rewarding us. Let's all work towards a transparent and trustworthy industry!

43

2 Comments

Amid rapid changes like AI advancements and cookie deprecation, the new Sellers and Publishers Report highlights opportunities for marketers to grow audiences through emerging, premium channels on the open internet. As consumers shift away from walled gardens, leveraging connected TV and digital audio, and focusing on authenticated ad impressions, marketers can meet evolving consumer preferences while respecting privacy. https://lnkd.in/eExEdqSM

3

By auditing current processes, identifying roadblocks, and ensuring communication across departments and teams, we can minimize inefficiencies and better drive brand impact. What comes after that? How do we keep the momentum that comes form fresh perspectives and processes? Ongoing training and regular tech evaluations can ensure that teams are supported in the right areas with the right tools and processes to reinforce brand alignment, especially in fast-paced or growing companies. This mindset creates a proactive, adaptable brand culture, aligned with sustainable, strategic growth. #brandstrategy #brand #strategy #marketing #marketingstrategy #cmo #csuite

6

1 Comment

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

11

1 Comment

In Q1 2024 cookie alternative SOV grew by 3X for Retail and Finance advertisers year-over-year (YOY), while publishers grew their cookieless revenue SOV by 18% quarter-over-quarter (QOQ) in Q1 2024.

1

Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

14

3 Comments

🔎 Transparency in digital advertising is more critical than ever. As a TrafficGuard employee, I believe this article on the trust challenges with Google highlights the importance of independent oversight. Our commitment to integrity and independent validation is making a real difference in the industry. Check out the full article 🔗 https://lnkd.in/gP5Dsys6

20

1 Comment

Get that #ai panic out of your system over the holiday weekend? I didn't think so, but this should do it. Our SEO team has numbers, insights, and recommendations to help you build a strategy for the AI Overview era. Sign up to get into it tomorrow at 12pm PT.

5

This case demonstrates Amazon Cloud value in retail digital selling! 📈 Follow this link to discover how Nieman Marcus leveraged AWS to speed app development and create better digital sales tools for associates. If you'd like to learn more, reach out to Bubble Cloud/ Bubble Social Media Marketing.

1

First-party data is great... but it’s only half the story. Watch LiveRamp's latest episode of Here's the deal... with CEO Scott Howe to understand why data collaboration is the key to better advertising performance.

36

Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging

14

1 Comment

There's lots of data showing that "unsafe" inventory on premium publishers outperforms outcome/lift benchmarks. Is there any way to buy/target this inventory specifically? Tangentially does anyone help publishers donate "unsafe" inventory and claim a deduction? I work with a great get out the vote nonprofit that could make use of a bunch of free/low-cost inventory adjacent to election coverage.

29

15 Comments

Growth in 1st party data and Connected/Streaming TV are set to lead advertiser growth in 2025 according to the latest Myers Report https://lnkd.in/gXfc8u8Y

6

2 Comments

Mr. Miyagi's Two Rules for #GTM in 2025. 1) The days of big outbound machines are long gone. Your GTM engine should focus on two components. Acquiring the most inbound "at bats" within your designated budgets, and giving those at bats to the players you know will hit the most home runs. 2) First learn rule #1

9

2 Comments

Thank you Pattern® #accelerate24 for the opportunity to share what Keynes Digital is doing to help brands scale their customer acquisition and growth via #DTC and Amazon and other channels. #CTV is the fastest growing paid channel and the #CACs are as profitable as #search #social and other paid channels. The most important component of any CTV campaign is validating performance and we will be prepared to share what Keynes does to ensure your #adspend is delivering the #ROAS to make this a profitable and scalable channel. The opportunity to speak with brands directly about our #CTVadvertising services will only help these companies scale their business, even when political advertising drives up the cost of marketing for these brands. We look forward to showcasing what is possible when you partner with a partner like Keynes Digital “Parting ways with our self-service platform, we decided to work with Keynes Digital for programmatic media buying and CTV. They were able to offer far more data providers + integrations for audience targeting and a strategic POV that our self-service platform could not. We have not only been very impressed by their client service and partner collaboration but also very satisfied with our results over the past 2 years. They operate as a true extension of our team, and I trust them explicitly. 5 stars, highly recommended.” Allyssa Kaiser, VP DTC & Marketing, NEST New York "CTV has become an essential component of any company's media portfolio. Its effectiveness in generating broad top-of-funnel visibility, coupled with precise audience targeting, has been instrumental in not only elevating brand awareness but also in driving conversions. With Keynes, there's a genuine focus on what benefits our brand most, steering clear of self-serving strategies or monopolizing credit. They provide clarity on funnel targeting opportunities and collaborate closely on devising the optimal business strategy. Their approach is top-notch, and their team stands out as one of my preferred partners — quick to respond, highly knowledgeable, and all-around exceptional." Nicole Goldberg, Director of Growth Marketing, Faherty #SLC #SaltLakeCity companies and those attending #Accelerate. I look forward to seeing you in-person and in-session. #paidmedia #programmatic #growthmarketing #SiliconSlopes

59

8 Comments