Bruce Budkofsky

As viewer habits continue to shift on Connected TV (CTV), advertisers must do everything to not fall behind. Streaming services now account for 41.4% of TV viewing, meaning there’s a significant opportunity to rethink marketing and ad strategies in this space. Balancing ad load is a necessity. While a slight decrease in ads per hour is encouraging, it’s important to avoid overwhelming viewers. With viewing sessions increasing nearly 7% year-over-year, this is a prime opportunity for brands to engage audiences more effectively. Transitioning budgets from linear to CTV is not just strategic but necessary. #CTV #Advertising #MarketingStrategy #ViewerEngagement #Marketing

5

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

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

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!

108

2 Comments

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.

5

What are the best ways to safeguard privacy while delivering personalized ads on CTV? Check out my chat with Sean Cunningham, President & CEO at VAB during the Big TV Summit tomorrow morning. We'll discuss how AI is transforming media activation, day-zero planning, and Seedtag's innovative approach to CTV targeting and measurement. 📍 NYC, NY 📅 September 18th ⏰10:10-10:30 am (EDT) Discover the event here: https://lnkd.in/ejY387r7 #ContextualAdvertising #CTV #AdTech #privacy

28

1 Comment

Data, data, data! With Atlanta being recognized as a sports epicenter, using data to target sports fans has never been more valuable combined with OOH. Like peas and carrots! #Advertising #outofhome #atlanta #data #mobilesolutions

6

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

14

One of my favorite recent articles from the amazing Kiri Masters. In 2025, retail media networks will shift gears, moving beyond mere existence with an upcoming “charm offensive” that will prioritize user experience, emphasizing value and innovation in ad offerings instead of relying solely on their platform reach. Plus, B2B has entered the Retail Media realm. As competition intensifies, retailers will aim to attract higher ad spend by fostering brand loyalty and refining measurement strategies. Expect a year of fierce competition and strategic partnerships as retail media networks evolve to stand out in a saturated digital landscape. https://lnkd.in/eUr9zt2h

17

3 Comments

✅🖥️ AdExchanger (8/1): “Roku added 2MM HH accounts last quarter, bringing its total to 83.6MM. And advertisers can match these Roku accounts with UID2 identifiers to target their audience on Roku. By adding UID2, Roku advertisers will be able to “achieve more precise targeting,” said Charlie Collier, president of Roku Media. And Roku advertisers who want to use UID2 can use the Roku Exchange, a more direct, data-enriched path between Roku supply and programmatic demand launched in June. Roku Exchange is integrated with an array of DSPs, including The Trade Desk. Roku’s new integration with The Trade Desk is only a couple of months old, Collier said, but “we’re pleased with the progress and we think this will continue to drive demand [to Roku].” ⬇️ #streamingtv #ctv #ott #smarttv #tvos #cordcutting #programmatic https://lnkd.in/ekZP8fna

7

How is AI transforming data collaboration use cases? Machine Learning and Generative AI are game-changing enablers of data collaboration via clean rooms. What’s most exciting though: Generative AI is set to transform the collaborative efforts of non-technical users. Read the full LiveRamp report for all of our findings!

10

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

Interested in understanding the intricacies of Attention in advertising? Curious about its correlation with clicks, memories, and driving sales? 🤔 Check out this insightful video where the CEO of Lumen Research Ltd delves into their attention model, a framework that we at Teads also heavily leverage. #Advertising #Attention #Marketing #Sales #Teads #LumenResearch

6

1 Comment

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.

1

Email marketing’s potential often outshines paid media, but are you measuring its full impact? Discover how a performance-driven #CRM approach can maximize #ROI and elevate your strategy by focusing on data, testing, and streamlined content in Merkle's blog: https://bit.ly/3TSPZ9s

1

Earlier this week, The Wall Street Journal wrote about how Television Advertising has lost its relevance - but I think they're misreading signals. Television advertising remains incredibly powerful - 60% of consumers in our most recent AD.VANTAGE study told us TV ads helped them make purchase decisions - outpacing all other forms of advertising. The problem? Brands and marketers have stopped knocking each other over to BUY television ads - we need to SELL them again - and most sales teams aren't set up to, you know..... sell. More details and some proposed solutions in our blog at Magid.com - or shoot me a note and let's chat about how to accelerate demand for your sales teams. #broadcastsales #salesstrategy #GTM #leadgen #aitools #aisalestools #aimarketing

3

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

Great read from Bill Duggan about the importance of standardization when it comes to retail media networks' measurement. "Retail media networks are walled gardens—they are ad ecosystems that don’t share data—making it difficult to compare RMNs. To optimize investment, marketers need to be able to make apples-to-apples comparisons between RMNs," writes Duggan. #PerformanceMeasurement #Retail #Media #Advertising

3

What’s the key to unlocking retail media’s full potential? Alignment on measurement models. Dive into the IAB Connected Commerce Summit replay to explore game-changing insights from LiveRamp. Replay available now: https://lnkd.in/d4BnW7uX

8