Chuck Schilling, MBA

From my perspective, it seems as though adjusting media types does little to combat Ad fraud. Instead, what makes this problem so prevalent is the lack of accountability in the programmatic supply chain. Firms leaning into advertising without any sort of accountability measures are met with an impossible Catch-22 wherein spending more leads to less impact and spending less delivers the same. #AdTech #Innovation #AdFraud

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Google 🍪 announcement + Oracle 💰 settlement signal a shift to Consumer-centric advertising. The recent #adtech developments at #Google and #Oracle may seem disconnected at first, but they signify a significant shift towards consumer-centric advertising. Alongside Apple, these tech giants are embracing privacy concerns and strategically repositioning themselves by prioritizing consumers. This move aims to reduce risks and drive growth by empowering consumers, advocates, and next-gen companies to innovate new approaches in place of legacy adtech. The ripple effect is evident, with companies like Amazon and Meta expected to follow suit to mitigate the legal and financial risks highlighted in the coverage of Oracle's recent settlement. I transitioned from retail and ecommerce to adtech two decades ago with a vision to revolutionize advertising by attacking the inefficiencies of offline methods adopted in the digital realm. Seemed like an easy fix but it turned out to be a long slog. I also saw the inherent risk from cookies that hold adtech together to this day. Now it seems the consumer is finally getting a seat at the advertising table, and they don't like cookies or spam. For advertising and publishing businesses, the time is ripe to pivot towards alternative strategies in alignment with this evolving landscape. Seeking expert guidance to navigate these transformations could be the key to staying ahead in this dynamic environment. DM me for a chat or simply to chew the fat :) Google announcement - https://lnkd.in/gu9a-wba Oracle coverage- https://lnkd.in/gA9H-Fey My take from 2013 - https://lnkd.in/gB8QCjF

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Sign up now for our webinar on June 5th on the exciting developments in leveraging first party data using LiveRamp to achieve stronger ROI.

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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

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With cookies disappearing, advertisers are exploring new approaches. In fact, programmatic growth is expected to outpace nonprogrammatic, as advertisers focus strategies on first-party data and invest more in closed ecosystems like walled gardens. Download the Programmatic Ad Spending Forecast H1 2024 from eMarketer to: ✅ Understand the impact of cookie deprecation on transaction methods and devices ✅ Discover why advertisers are turning to walled gardens and how this will affect advertising across the open web ✅ Learn what’s next for Google’s Privacy Sandbox, smaller advertisers, and 2024 TV upfronts trends Grab your copy now: https://lnkd.in/dX6D8FSz

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BIG NEWS: Google announced that AI Overviews are rolling out to all users in the US and globally very soon. Search has been transformed by the Gemini AI model. AI Overviews represent the Future of Search for Google. We at the Omnicom Media Group have prepared for this moment, and are already working with our clients on adjustments to make the most of this moment. #GoogleIO

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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

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Captify®'s Search Intelligence can reveal what audiences are looking for in real-time. See how Captify and Magnite work together to help advertisers activate those insights on CTV. https://lnkd.in/eRnbM-_h

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Inflation-fatigued consumers are more discerning than ever—they want real value before they spend. Our latest survey uncovers the key factors influencing their buying decisions. Valpak can help you empower your strategy with these insights. Discover what’s driving consumer behavior: https://bit.ly/3T83cv1 #ConsumerInsights #Valpak #Innovation #Clipp

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How many email addresses do you have? Using them for different accounts and logins presents a challenge for marketers who want to accurately target consumers with relevant ads and offers. In the latest episode of Here’s the deal… LiveRamp's Daniella Harkins talks “identity,” and how connecting those emails (and other identifying information) is the best way to create the personalized experiences your customers crave.

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In today's market, missing the mark with your audience not only wastes valuable resources but damages the overall customer experience. Historically, advertising lacked precise segmentation capabilities, relying on broad strokes to reach audiences and envision ideal customers because specificity was out of reach. But, retail media is gaining global momentum, particularly in the Asian market, offering precise targeting capabilities beyond anything we've seen previously. Retail Media Network (RMNs) offer precise targeting and segmentation capabilities, revolutionizing how brands connect with their audiences. These powerful data sources empower brands to deliver highly targeted and personalized advertising experiences based on a myriad of factors - what consumers are buying, where they're buying, and even the channels they're frequenting. As our understanding of channels and audiences deepens, so do our tools for engaging with them. We're uncovering insights into where they shop, how to drive them to physical or digital stores, and how to seamlessly transition between the two. No matter how stellar your product may be, it's relevance that truly strikes a chord with consumers. Read more about how retail media is transforming the ad landscape and empowering brands to connect with their audiences in a more meaningful way: https://lnkd.in/eedS-dmR

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Make your media network a front-runner!🏃 LiveRamp's eBook is like a playbook for winning the race. Discover 20 ways to outpace the competition with smarter targeting, better measurement, and next-level innovation.

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How can organizations get started with building an #AI strategy? Merkle's Courtney Trudeau breaks down the fundamentals in this article for The Drum: https://bit.ly/3WcN63I

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The efficiency of programmatic supply paths is one of the key topics driving both digital transformation in the industry, as well as being a sticking point when it comes to dealmaking. This has led to numerous innovative enablements in recent years, and it is time publishers got a fairer end of the deal. #AdTech #AdPublishing #Data

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Some helpful tips on following breaking news. Including resources like Mosheh O. of Mo News, Ad Fontes Media & On The Media.

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The IAB Tech Lab's Board of Directors AI Subcommittee is at the forefront of exploring the impact of AI on the digital media landscape. Experts like Michael James Palmer from GroupM, Jill Wittkopp from IAB Tech Lab, Artur Souza from Meta, and Aaron B. from Madhive discussed key areas to watch, ongoing changes, and future predictions. #AI #DigitalMedia #IABTechLab #IABTechLabSummit

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Hard to believe with all the data, tech and talent we have in marketing today, we're still having to have the #personalization conversation. We can all do better! Let's go! In new #research from Epsilon, we asked consumers how they feel about personalized, relevant advertising and marketing to better understand when they feel seen by brands and when (and why) they may feel ignored or misunderstood. Some of the key findings include: 📉 76% of respondents say they view brands negatively when they include inaccurate information about them in their advertising. 📬 91% of respondents see at least one irrelevant ad every day. 👍 82% say they view a brand positively when they advertise a product that a person needs. Download the full report for all the findings and analysis:

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Discover why 99% of orgs plan to leverage data collaboration this year. 🤝 Download LiveRamp's latest trends report to: ✈️ Find out why data collaboration has become mainstream, expanding beyond marketing to new industries and use cases 🔍 Uncover the latest trends in data clean room adoption 💡 Learn how AI is transforming data collaboration use cases – and data collaboration itself

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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

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