Daniel Manu

Sell-side curation is on the rise, but publishers are pushing back. SSPs are forming deals without input from publishers, leading to concerns over data transparency, pricing, and direct sales impact. As the curation craze grows, publishers need more control and clearer terms. https://lnkd.in/eMc6XJN4

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It's a little scary to read headlines like these! As cookies have been on the decline for years, IP addresses have allowed for continued digital ad targeting and measurement in the form of: ✅ Targeting based on household level signals  ✅ Household level frequency tracking ✅ Cross device retargeting ✅ Tracking overall online habits The phasing out of cookies has been less scary knowing IP targeting is still a very functional alternative. If IP addresses are phased out as well, no doubt a crop of tech companies will come up with savvy alternatives - but they may not be as effective. For advertisers: this may mean your KPIs for measurement have to be adjusted and all the old benchmarks will be thrown out. For agencies: this means you can't measure prior performance against new standards. It also means more contextual targeting and a lot more pre-campaign testing. Attribution may rely more on modeled data vs. exposure to sale attribution. We'll be watching to gauge the impact as the digital ecosystem is rapidly changing! ~Lauren Read the full story on Marketing Brew: https://lnkd.in/gxVeSU_X #advertisingtech #advertising #mediatrends #advertisingtrends

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[Voiro Podcast] In a fascinating conversation with Kavita Shenoy, Soumya Gupta (of The Signal) talks about how local or regional print media is gaining traction while English-based print media is seeing a slump. Soumya goes on to say how regional reporting is impacting both audiences and advertisers. Watch or listen to the full conversation: https://lnkd.in/gWC7C6TR Subscribe to Soumya on The Signal: https://lnkd.in/dV5GpSJK #voiropodcast #printmedia #media 

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Monday morning announcement! ❤️ 💪 🚀 🎺 Hot off the press today, we can confirm that Utiq's partnership with Equativ is extending into programmatic curation, with the integration of our Authentic Audiences solution. Utiq’s Authentic Audience segments are unique within the digital advertising ecosystem, enabling scaled, deterministic, secure and encrypted addressability to real people that have freely and unambiguously provided consent for marketing purposes, via a real-time, end-to-end secure consent signal match – our first party data identifier. This first feature-enabled SSP integration for Utiq means our Authentic Audiences are now available via Equativ ’s Buyer Connect curation platform, enabling easy, intuitive, custom deal access to address real people at scale, without ever compromising consent or privacy rights. Utiq’s Authentic Audiences will be available in France, Germany and Spain, accessing inventory integrated through client-side header bidding. Buyers can benefit by simply selecting one deal ID and then activating through any DSP integrated with the Equativ SSP. With this next step in our partnership, Utiq and Equativ aim to enable privacy-safe marketing, with highly stable, deterministic reach and frequency capping within the SSP that enhances publisher monetisation and advertiser ROI. To read more about this story, visit here: https://lnkd.in/eMcM74D7 Marc Bresseel Will Harmer Julia Gloning Jana Moran Laurent Norridge Norman Wagner Pascale Arguinarena Richard Finer Sophie Poncin Michail Piperakis Monica Rodriguez Paz Carlos Molina del Rio Boris Weiss julien delhommeau Beatrice Lhopitallier Alexandra Jaspar Sara Vincent Catherine Murray Gunter Everink Kostas Chrysovitsiotis Christina Lundari #adtech #data #digitalmarketing #innovation #technology #marketing #change #digitalsovereignty #brands #publishers #audiences #privacy #trust #people #digital #advertising #media #business #digitaladvertising #tech #telco #cookieless

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Shifting programmatic landscape presents opportunities & challenges for publishers. Private deals are gaining traction,offering higher CPMs and brand safety, but also increasing competition. Focus on quality content and audience engagement is key to success. The article also discusses revenue volatility, the need for innovation, and the importance of adaptation in this evolving market.

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AMP's Co-CEO Adam J. Epstein spoke with Allison Schiff on the latest AdExchanger Talks podcast to discuss the pending ruling in the DOJ's landmark antitrust suit against Google. 🎙️ “This ruling could change the game and unleash innovation in search that you really haven’t seen in 20 years," Epstein proclaimed. 🔍 Tune in to hear more about how the outcome of the antitrust trial could fundamentally reshape the search advertising landscape. Listen to the full podcast below 🎧 https://lnkd.in/e2jMGSHb #Antitrust #TechInnovation #SearchAdvertising

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Peak advertiser body, the Association of National Advertisers, is again telling marketers to wise up on agency trading models. But some suggest marketers, and their procurement teams, "sometimes prefer" arbitrage. More on this in the latest blog from AlikeAudience ⬇️ https://lnkd.in/gXf_PG4Y

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Monique (Nikki) Bhargava is quoted in MarTech's article on the new 'Click to Cancel' rule. She summarises the IAB's challenge to a new FTC rule requiring clear and conspicuous cancellation methods for subscriptions. Find out more information here #FTC #IAB #subscriptions #digitaladvertising

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https://lnkd.in/gn6s3rnu An annual survey from #Advertiser Perceptions finds that there’s an appetite for alternative TV #measurement currencies among advertisers and agencies. That said, Nielsen remains the dominant player in the space — and a previously expected shift to new currencies in the last upfront didn’t happen, according to Ad Age, which reported on Advertiser Perceptions’ findings. Nielsen declined to comment on the survey. The survey finds two-thirds of advertisers agreed that a multi-currency marketplace is the future, but it’s not quite that simple: advertisers also believe the industry should agree on a limited set of currencies, ideally no more than 5. Among agency and marketer respondents, 46% in the latest survey are “very familiar” with new TV currencies. In 2022, it was 29%. “The survey, part of a syndicated offering by Advertiser Perceptions and not commissioned by any measurement company, comes as the market faces a sort of forced adoption of one new currency — VideoAmp,” Ad Age says in the article. “A contract showdown between Paramount and Nielsen is entering its second month, leading Paramount to no longer price deals using Nielsen data.” In the approximately $80 billion U.S. TV market, VideoAmp — previously the currency for less than 3% of the market — will unmistakably see its profile rise now that Paramount’s contract with Nielsen has expired. Paramount, which represents almost 17% of ad-supported linear and connected TV inventory, has transacted primarily with VideoAmp since its Nielsen deal ended Sept. 30. About three in five Advertiser Perceptions survey respondents already said they’ve used alternative currencies for TV transactions in the past 12 months — and most found the results acceptable. Overall, nearly half (49%) said alternative currencies were just as effective as Nielsen; 36% said they were more effective; and 15% said they were less effective. “The survey also found that 68% of respondents identified performance concerns as the biggest obstacle to alternative currency adoption — led by a lack of historical data or benchmarks and lack of standardization of terms or metrics among providers,” Ad Age says. “Marketer respondents were slightly more likely than agency respondents to identify performance concerns with alternative currencies.” The Advertiser Perceptions survey was fielded July 22-31 among 200 marketer and agency respondents.

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By examining the impact of programmatic political ads on the ecosystem of connected TV and social media, EMARKETER sheds light on the evolving nature of political communication and the challenges it poses for democracy, media ethics, and digital advertising practices. https://lnkd.in/eDJ2yAT4 #programmaticmedia #emarketer #advertising

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Don't head into #Upfronts without receipts 👏 Reach out to your Guideline rep for a look at recent upfront price increases and the latest scatter ratio to understand demand. #Scatter prices usually spike in February, and in Feb 2024 we saw the highest scatter premium on record back to 2019. Head to https://www.guideline.ai to request more information to bring to the negotiating table. #mediabuying #upfrontseason #newfronts

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One topic making headlines in media and advertising is made-for-advertising websites. But when it comes to identifying MFAs, does a one-size-fits-all approach work? This article shares three industry-backed trust signals publishers can implement to stand apart from MFAs. https://hubs.li/Q02zG1Hm0 #advertising #marketing #auditedmedia

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ICYMI: Achieve better business results with cross-channel measurement. IAB's guides offer a comprehensive approach to goal setting, advanced attribution, and privacy compliance. https://lnkd.in/daPk9er7 #contentmarketing #contentstrategy

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We analyzed 10 top news podcasts to find out if today's brand safety tools are harming the news industry. Current brand safety tools rely on keyword-based measures, flagging podcasts that discuss sensitive topics without considering the context of the conversation. This lack of contextual understanding can unfairly penalize news podcasts that handle these discussions with civility, depth, and nuance. In partnership with Oxford Road, we discovered that high-quality news podcasts are being flagged for brand safety risks due to their coverage of hot-button topics, despite receiving high Civility Scores. Learn more from brand suitability expert Pat LaCroix on why context matters in brand suitability, both for advertising reach and the future of news. Read our findings: https://bit.ly/3Wa64rN

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We talk a lot about independent agencies because we spend a lot of time talking WITH independent agencies. Recent conversations inspired us to team up with AdExchanger and gather insights to support "The State of Media Execution for Independent Agencies" research report. This exclusive, free report is grounded in industry research data gathered from over 100 of the most successful independent agency leaders and experts. Download our free report to learn about: 📈 Media Execution Models: Insights into current strategies. 🔍 Cookie-less Future: Adapting to the loss of third-party cookies. 🤖 AI Impact: How AI is reshaping advertising. 📺 Navigating Fragmentation: How agencies are driving continued success. Check out the full report below to stay informed on the latest industry trends, strategize effectively with actionable insights, and adapt by preparing for future challenges. https://lnkd.in/gp_nKN3n #DigitalMedia #IndependentAgencies #AI #Advertising #AgencyGrowth

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Why Branding Matters… Podcast ad revenues have surged by 26% in 2023, with branded content accounting for 12% of this revenue. Custom integrations in established shows were found to offer similar advantages, with 72% of listeners becoming more inclined to purchase from the sponsoring brand after hearing a branded bonus episode. Signal Hill's 2024 Branded Podcast Benchmark Report.

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Explore how Mediavine's strategic alliance with Sertify streamlines diversity certification for publishers, empowering inclusivity in digital advertising. Join the movement toward equitable media representation. Read the Latest full News - https://lnkd.in/dc8x_Zev #martech #martechedge #strategicpartnership #collaboration #certification #advertising #digitalexperience #diversity #technology

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