Dalton Dorné

Consumers are increasingly aware of the value exchange between their data and the content they consume and many feel the benefits of personalized ads don’t always justify the privacy risks. Contextual targeting strikes the right balance—delivering relevant ads while protecting user privacy and meeting the needs of both advertisers and consumers. Seedtag #contextual #privacy #digitaladvertising #advertising #digitalmedia #targeting

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Magnite's latest research “SPO: A Buyer’s Perspective” surveyed advertisers in the US, UK, and Australia and found that they work with an average of 4–6 SSP and DSP partners. Download the research here: https://lnkd.in/etis9dh5

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Google reiterates at 5:12 in the video that the feedback submitted after the March core update has been discussed with the Search Quality and Ranking teams. To quote John, "it's been really helpful in evaluations and discussions." I'm eager to see how the next core update looks for sites that have been working hard on improving after the 'fall of 2023 updates' + the March 2024 core update. :) Link to the part of the video below: https://lnkd.in/eXfgEtGz #google #seo

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How is AI changing Google Ads? If your leveraging or considering paid ads (PPC), you should listen to this podcast by Jared Correia and Desire'e Martinelli. They discuss: 1. Proper Conversion Tracking on Google Ads. 2. Setting Up Effective Landing Pages for Higher Conversion Rates. 3. Overview of Automated Campaigns and AI in Google Ads. 4. Potential Ethical Violations with AI-Generated Ad Copies. https://lnkd.in/ed_-Xf2g

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SafeGuard Privacy co-founder and CEO Richy Glassberg punctuates the end of Advertising Week with a blunt yet sage op-ed in AdExchanger. Read more about why he thinks CTV Advertising Sucks and what to do about it. Link to full article: https://lnkd.in/g88HH4mA #Adtech #Standards #CTV #TVAdvertising #AdvertisingROI

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Check out our latest work on helping brands understand just how much #attention they need to drive outcomes. It’s a fascinating space. Different brands, products and creatives and more all convert attention into outcomes in very different ways. Understanding your #OptimalAttention requirements and then selecting media that will meet or exceed that goal is key! Link to whitepaper below. #attentioneconomy #mediaplanning #mediastrategy #mediabuying

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Sometimes I get the question from clients and partners “It’s great that you specialize in Yield Management for Digital Media”, but do I even need a Yield Team? Many major companies might not have a dedicated Yield or Revenue Management team, but they often have similar key functions under different names. This week, I dive into this topic and address these common questions in a short video.  https://lnkd.in/gneVrQFQ Check it out to learn more about the importance of Yield Management and how it can drive success for your business! #YieldManagement #DigitalMedia #RevenueOptimization #BusinessStrategy

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This article concerns #AI, so now that I've said that, I'm sure you'll read it. It is also worth reading everyone else's thoughts on the challenges facing marketers this year. #AI #behavioralmarketing #Marketing

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If you are an exec focused on understanding customers, this paper by Alexander Chernev and Ryan Hamilton is a great read. Most execs do not consider the role consumption plays in our own identity formation. Some choice quotes below. It is all worth a read. The commonly held belief is that consumers look to brands as tools of self expression. Either the brand tells the world something about them or reinforces something they believe about themselves. I carry an Alo tote to let people know I am athletic or use a Nalgene to show I care about the environment. The Author's research suggests that individuals have a finite desire for self expression and that consumption is only one way to satisfy that need. There are others. It is an important conversation to have, both when considering brand expression but also when designing experiences. "This unprecedented access to personally relevant self-expressive offerings and information raises the question of how this increase in the means of self-expression—both in terms of number and access—sways consumer preferences." "Brands create value for customers on two dimensions: by serving to signal the quality of the underlying offerings and creating meaningful associations that add value beyond the intrinsic product attributes." "Merely making consumers aware of the different means they already use to express their identity is likely to decrease their need to self-express in subsequent choices...[W]hen a consumer’s need for selfexpression has already been met by some brands, additional self-expressive brands are relatively less attractive." "Consumers’ need for self-expression can be satiated not only by a brand’s direct competitors but also by brands from unrelated product categories, nonbrand means of self-expression, and self-expressive behavioral acts." https://lnkd.in/gx-jYRyK

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The big decision for advertisers: should they allocate their budgets to the open web or invest in walled gardens? 💰 In this new episode of ‘Contextual Curiosity’, Lora Feinman, SVP Head of US Sales at Seedtag, explores the dynamics of the open web and walled gardens, diving deeper into where advertisers should focus their investments while covering: 🌐 The current advertising landscape 👩‍💻 Shifts in consumer behavior 🔐 A privacy-first solution for advertisers Watch now on the video below, or the link in comments. #ContextualAdvertising #OpenWeb #WalledGardens #ContextualCuriosity

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I'm torn on the seemingly non-intuitive outcome of this Advertising Research Foundation (ARF) and Kroger study on attention metrics. On the one hand, I totally understand why "viewability, which is a prerequisite for attention, did show meaningful correlation with incremental sales." On the other hand, I would think that when consumers pay attention, they're more likely to absorb the ad content and thus take action. Here's a theory. Viewability is boolean. If a consumer doesn't see the ad, it cannot possibly generate a result. Period. The likelihood of an action is zero. With zero as a starting point, any viewability is significantly better than none. It's a 0 to 1 change. Attention, on the other hand, is incremental. You're at 1, paying attention might bring you to a 1.1 or 1.2 (or according to the study, a correlation to lift of just 0.003 to 0.12). I can thus understand why the first (viewability) materially moves the needle and the second (incremental attention) is less apparent. When we launched TRUSTX eight years ago, we built in a 100% viewable guarantee for every display ad placed through the marketplace. Our mantra was (and still is), "if the ad isn't viewable, you don't pay." Brands swear by the results. Media buyers see consistently higher performance when buying the same inventory via TRUSTX vs. other exchanges. I'd love to hear some market feedback on this. What's your theory why viewability correlates to outcomes, but attention seems to fall short?

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Learn about the differences in consumer responses to established activist brands versus emergent activist brands in the latest episode of the \#JournalofAdvertisingResearch podcast. This discussion provides practical insights for \#brands looking to navigate the complex landscape of purpose-driven \#advertising and much more. \#Podcast \#BrandActivism \#MarketingResearch \#PurposeAdvertising \#ConsumerBehavior \#BrandStrategy \#the_ARF

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Why is contextual advertising gaining so much attention? 👀 Brian Danzis, President of North America at Seedtag, joins the MarTech Podcast for a two-episode series. In this second episode, he walks us through the renaissance of contextual advertising and explains how recent innovations have made it a powerful, privacy-first solution for advertisers. “[Contextual advertising] works because you're leveraging AI to cut through biases. You're getting more granular on different interests, and you can spot trends in the interconnectedness of key categories,” Brian explains. Listen to the full episode in the link below. #contextualadvertising #privacyfirst #contextualAI

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💡 Great thought shared here by Sarah Schmidt 💡 I completely agree that it's no longer enough to rank on Google—brands must now consider how AI aggregates and presents information to shape consumer perceptions. From my perspective, the opportunity to strategically shape these AI-generated overviews through earned media and authoritative content is massive. This is where intentional digital footprints and organic visibility play a pivotal role.

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https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

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In the world and industry of #digitalmarketing, this is why it is important to diversify your strategy, campaigns, and social platforms! #lookattheanalytics #demographics #salesfunnels #sustainability

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Adrianne Pasquarelli of AdAge just published this piece with advice from veteran CMOs to rookies https://lnkd.in/e7-X_hAS This is exactly why Marisa Mulvihill and I created this quick guide for new CMOs, including What to Ask, What do Do, and Where to Look (might be time to update resources!): https://lnkd.in/er-dEYh9

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💡 AI-Powered Ads: The Future of Consumer-Brand Conversations Imagine asking a digital ad the same questions you’d ask a store associate—about product size, availability, or price—and getting instant, accurate answers. Welcome to the era of Generative Response Ads, a groundbreaking AI-driven innovation redefining customer engagement. As Riikka Söderlund, COO of Katana Cloud Inventory, aptly points out in a recent feature: “This puts pressure on brands to have real-time product and inventory data connected to their e-commerce. AI can only operate based on available data, so having visibility to what is in stock is crucial.” Riikka’s insight underscores the power—and challenges—of conversational AI in marketing. With this technology, brands can build deeper connections and accelerate purchase decisions, provided they invest in robust, real-time data infrastructure. As we enter a record holiday season, the potential for personalized, two-way communication in advertising could be transformative. However, success will depend on balancing innovation with user experience. How do you see conversational AI shaping the future of #advertising and #ecommerce? Thanks, Jon Swartz, for the great piece! Techstrong.ai ⬇️ #AI #ConversationalAI #Advertising #CX #MakingMoments

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