Daniel H.

Why should political buyers warm up to CTV this season? Magnite's Head of Political Demand Erik Brydges spoke to AdExchanger about how political buyers are effectively using programmatic and ACR data.

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It’s not just about hype in the advertising landscape anymore—advertisers need real, actionable solutions for challenges like addressability and measurement. Register today to join Basis' Noor Naseer and Kaitlin O'Brien on December 4th, as they tackle the realities advertisers must face and share insights on what's ahead in 2025:https://ow.ly/1EV650UjmTI #2025Trends #DigitalAdvertising

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Curious about how to navigate the ever-changing influencer landscape? Join me tomorrow at Morning Brew's NYC event, "Perfecting Your Influencer IQ" where I'll be speaking with Mae Karwowski, Founder & CEO, Obviously & Kyle Hagge, Chief of Staff, Morning Brew about: 🌟 Consumer Sentiments: Understand the current attitudes and behaviors about influencers. 💡 Maximizing ROI: Strategies to leverage influencer partnerships effectively. 📈 Trends: Discuss the latest trends shaping the influencer landscape and how to stay ahead. It's not too late to register: https://lnkd.in/dwvaDSiZ #InfluencerMarketing #ROI #ConsumerInsights #MarketingTrends #MorningBrew

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“Now we're going to talk about how agencies will survive the cookie apocalypse—which is the slowest apocalypse ever," quips Anthony Vargas of AdExchanger #ProgIO. Allison Schiff perceptively notes that 3rd-party cookie deprecation is kind of a "boiling frog" situation... So is that frog cooked yet? Also, the whole industry is kind of the frog, right? (Except for the Walled Gardens, maybe?) “We could have had this same conversation last year, and I’m sacred we’re going to have the same one next year," Schiff notes. And guess what? For a lot of advertisers/brands, dealing with cookie deprecation is not a priority. Why? Do they not feel the urgency? Well, deprecation has been happening for so long that they seem to have tuned out. They don’t feel like the real solutions have appeared yet. "We’ve been burned on the client side," Alan Silverberg, EVP, Data & Platform Solutions, Publicis Collective. We were told to test, and many of those tests were not fruitful. The tools were not privacy compliant (lawsuits!) or ineffective/limited. Clients very gun shy about privacy especially with new laws coming on the books. Is there investment in alternate IDs? “It’s one tool in the toolbox,” comments Brittany Schermerhorn, SVP of Media for Razorfish. How viable are clean rooms? Super important, but fragmented. You’ll have to think about a primary one and some others that supplement, Silverberg says. Schermerhorn adds: Everyone wants it to be the silver bullet, but really it’s just one tool in the shed. What about UID2? (Awkward silence.) Silverberg bites: It’s nice, broad, but not where it needs to be—not super scalable as is. How many alternative IDs are we going to need? Not sure, Schermerhorn says—think globally, there will be a need for geo-specific ideas. It’s not one, but not sure how many we need. Curious to see how the landscape evolves—consolidation? Grow higher? She adds: There’s been panic about collecting all the data, but you have to understand WHY you’re collecting the data in the first place. You have to be intentional—how are you going to activate it? Silverberg: With collecting first-party data, you have to start with use cases. What would/could I do with this? What about contextual— Michelle Nagelberg, Group Director, Business Intelligence Lead, choreograph. It’s extremely important, but clients don’t want to talk about it. It’s not fun Silverberg: Contextual does well upper-mid-funnel, but struggles lower funnel to drive consumers to take an action. (Hmmm, I wonder what DotDash Meredith thinks about that…) What about giving all your money to the walled gardens? Silverberg: They’re not driving the client business like they used to—diversification is necessary. We really need them to open up a bit, share more with each other even. Privacy Sandbox? Silverberg: I don’t think we’ve seen enough information to say this will be the primary solution going forward. We’ve seen some success, but not a scalable solution at this point.

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Hmmmm... Been reading industry reactions to last week's news from The Googs on the 3rd delay to 3P cookie deprecation in Chrome... doesn't look like it's been met with surprise or shock! This time the reason given: 'industry and regulatory pressure make it impossible to move forward'... nothing of course to do with Chrome Privacy Sandbox not being fit for purpose as an impartial and fair alternative solution. Many brands and ad tech players have been experimenting with Sandbox... the click-based retargeting ad techs for one. So, is it telling then, that when one of them announced more layoffs in prep for D-day the other week having stated it could wipe as much as £30-40m off their topline in the second half of the year, that the Privacy Sandbox they have been testing is not a reliable and trusted alternative solution. One thing's for sure... these delays are becoming rather embarrassing for our 'privacy-first, do-it-for-the-greater-good knights in shining armour!' Just pull the rip chord already!

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You gotta play the long game. Jeff Bezos has famously quoted Benjamin Graham, the “father of value investing,” when he said: “In the short run, the market is a voting machine but in the long run, it is a weighing machine.” I was reminded of this quote today, seeing the incredible growth of Amazon - the $50B run rate of our Ads business as one key ingredient - contrasted with the precipitous stock drop. Somehow this didn’t surprise me. One of my favorite aspects about working at Amazon is the dual focus on near-term excellence via mechanisms and long-term strategic bets (mixed in with the willingness to be wrong using “two-way door” decisions). I would bet that senior leaders are checking the stock price today, but not wasting much energy as we double down on our multi-faceted efforts across the myriad business lines throughout this unique company. And with it, a reminder to always play the long game (in life, not just work). Important to focus on a hopeful future and take active steps to achieve, always open to pivot along the journey.

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On the Eve of another National Football League (NFL) Thursday Night Football game on Amazon, I am excited to say that Tinuiti has had advertisers run on all 3 weeks thus far, including 3 advertisers last week alone (I'd like to know another agency that can say that). Its a good thing we picked last week to over index on advertising because it was the #1 most-streamed NFL regular season game in history, +6% vs. previous high, and highest rated game on Prime Video ever (based on Panel-only)! Season-to-date Prime Video ranks as the #1 NFL distributor based on P18-34 (AMA, rank among weekly NFL distributors) with Cowboys-Giants up a whopping+20% vs. the equivalent 2023 Week 4 matchup (Lions-Packers 9/28/23) 20% growth YoY on an equally great matchup is impressive! Fun Fact: Viewers are 27% more likely to search for CPG brands advertised during TNF on Amazon than viewers of CPG ads during Competitive Primetime NFL 2024. (Source: EDO, Based on Google Search Rate) Glad we filled those retargeting pools for Amazon Prime Big Deal Days next week! #NFL #Streaming #LiveSports

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The IAB Tech Lab has been working especially hard the last few years. Their latest initiative is about "ID-less" solutions, which Allison Schiff reports is "one that preserves the anonymity of an individual while also supporting addressability." Here’s my core issue: addressability isn’t the problem, measurement is. For years, precision in measurement has been the backbone of digital advertising ... especially the programmatic kind. Real-time insights, actionable data, performance optimization and outcomes all rely on the precision and accuracy that identity enables. So if we're planning to rip off the ID band-aid, then we must confront the reality that giving up ID's risks undermining these core strengths that are at digital advertising's foundation. I've been advocating for a balance. Publishers and advertisers that are privileged to possess a critical mass of consumer data need to protect these highly valuable assets like they're gold. But at the same time, without a controlled level of audience data accessibility, these assets are worthless. And it goes without saying, we all must do a far better job protecting every individual's fundamental right to privacy. So where do I think we need to land? The Tech Lab has its doors open for feedback through Dec 19. My two cents is that we've got a lot more to do on the measurement side before considering digital advertising without the post-exposure connectivity that identity enables.

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Imagine if shoppers didn’t have to leave their email to make a purchase. Clinikally (YC S22) tried this with their product recommendation emails, boosting conversion rates to 71%. Here’s their approach: ✅ Added an interactive product recommendation widget via Mailmodo ✅ Subscribers could shop directly in their email—adding items, adjusting quantities, and entering shipping details ✅ This fast-tracked checkout and increased sales Check out their template and read the full success story - https://lnkd.in/gi5zcC5Y #emailmarketing #shopify #ecommerce

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Here is a thought exercise: What if Warner is right about the NBA? Warner is getting dragged through the mud right now for letting NBA rights slip out of their fingertips. But what if they’re right? What if it’s not worth the $2.5B that NBC is forking over? If you think about it, the bear case becomes clearer. For starters, the NBA has a long season, and more and more of their young fans are watching highlights on YouTube and TikTok over regular season games. That makes monetizing those games on TV harder as fans can just keep up with the games elsewhere. Further, there is more allegiance to players over teams at this point. So it’s not like all 30 teams are must watch TV - instead, it’s more like 10-15 players. Plus, the NBAs stars are aging up and out in the next few years - LeBron, KD, Curry, etc. The new crop is strong, but not to the levels of these players. Just look at NBA playoff ratings - without these players in the mix, playoff ratings are down 11% YoY through the 2nd round. A year ago, LeBron, KD and Curry were all in the mix in the 2nd round, and LeBron made it to the conference finals. Finally, look at the NBA ownership trends. Mark Cuban just sold his stake in the Mavs, along with MJ. When smart people and owners start signaling they think the valuations have peaked, pay attention. I’m not saying Warner is making the right move to not retain the rights - but it’s possible they are right that the NBA rights are being overvalued. Time will tell who is right. (Post inspired by Joe Pompliano great podcast this weekend with Alex Sherman. Check it out!)

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Thanks Alyssa Boyle and AdExchanger for covering my session last week on CTV and FAST Channel monetization strategies and for the shoutout! Friends, it's a transitional time in CTV and future proofing your monetization strategy, ad stack and programmatic partnerships is key. I'm always happy to talk shop, so feel free to drop me a message if you want to chat. #AdTech #CTV #Adexchanger #Programmatic #FAST

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Breaking Boundaries in CTV Advertising 🚀 CTV isn't just for performance marketing anymore. As Needham's Laura Martin points out, we're seeing a shift in how brands leverage Connected TV. It's not just about direct response; it's about building brand equity and innovatively reaching diverse audiences. In today's evolving digital landscape, CTV offers a unique blend of traditional TV's storytelling power with the precision of digital targeting. Don't limit your strategy—embrace CTV's full potential to create memorable, impactful campaigns that drive brand awareness and performance. #CTV #DigitalMarketing #BrandBuilding #AdvertisingInnovation #ProgrammaticAdvertising https://lnkd.in/e9RrYQkV

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Ad tech’s has a huge blind spot: The growing dominance of Walled Gardens. As Google, Meta, and Amazon capture over 60% of US ad spend, many in the open web are too focused on the battles between themselves while losing sight of this larger war. The real risk? Marketers giving up and go all-in on walled gardens. CTV, streaming audio, AI and superior measurement products are our biggest assets to rebalance the scales of ad spend. Supply chain chaos, ad fraud and last touch atttibution are our biggest issues that need to get solved. The same actors and gatekeepers surrounding these issues have been at it for over a decade (or two) and it’s killing us. Marketers don’t believe walled gardens have these issues. We need to create better ad products that compete with the WG’s and we need to solve our glaring issues that make the open web much less accessible to the millions of advertisers on WG’s.

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Contextual Moments = Reaching viewers when content has conditioned the optimal mindset. It is where art and science can drive outcomes for advertisers and a delightful viewing experience for users.

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𝗔𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗶𝘀 𝗮 𝗹𝗼𝘁 𝗹𝗶𝗸𝗲 𝗹𝗼𝘃𝗲 - hard to get, easy to lose, and darn near impossible to steal from cats on the internet 😐 Off the back of our partnership with Amplified Intelligence in 2023, we’ve officially released the next major step in our partnership research with Omnicom Media Group, ANZ Our “Hierarchy of Attention & Outcomes” study is now LIVE and builds on our previous "Attention in Context" study. This ground-breaking new attention study in partnership with brands like Velocity Frequent Flyer, Volkswagen Commercial Vehicles, and the Victorian Government Transport Accident Commission reveals the intricate hierarchy and interplay between device, format, domain, creative and brand which can supercharge your business. 𝗞𝗲𝘆 𝗹𝗲𝗮𝗿𝗻𝗶𝗻𝗴𝘀 𝗮𝗿𝗲: 1. CTV is the attention jackpot 🎰 It's serving up 9.7 seconds of active attention – that's 8x more than mobile and 16x more than desktop. Talk about screen domination 💪 2. Content is king, but context is queen. 👑 The neighbourhood your ad lives in matters. Premium real estate = premium attention. 3. Size matters... but only sometimes. 📏 Bigger brands thrive on passive glances, while the underdogs need that active attention to shine. 4. Mobile might not grab eyeballs like CTV, but it's got that sales mojo 💰 5. Branding isn't just a pretty face. It's the superhero cape your ad needs to fly off the shelves. 🦸‍♀️ Ready to turn those fleeting glances into lasting impressions? Read some of my thoughts here on Mumbrella: https://lnkd.in/gf_tj2vf Full "Hierarchy of Attention & Outcomes" Study here: https://lnkd.in/gxT36evB Karen Nelson-Field PhD Niki Zacharopoulou Michelle Stewart Miles Brehm Aimee Jenkins Tricia Murphy David Laird Lauren Berndt Bec Brooks John McNerney Dan Richardson Lorraine Donnelly Maddie Basso Keren Homan Kristine Celona #attention #yahoo #programmatic #amplifiedintelligence #branding

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Announcing Aperiam's Latest Investment: Gigi! 🍒 Aperiam continues to make strategic bets in commerce media and CTV, the fastest-growing segments of digital advertising. With Amazon Ads being the largest commerce media channel AND the fastest-growing Streaming TV ad platform, we are excited to introduce our latest investment: Gigi. Why Gigi? 1) The product. Gigi’s unique ability to integrate a brand's first-party commerce data with Amazon's data for audience enrichment and deterministic omnichannel measurement sets it apart. This powerful combination enables brands and agencies to buy and measure Amazon Streaming TV ads more effectively. 2) The team. The founders behind Gigi consists of experienced commerce media executives - led by cofounder and CEO, Adam Epstein - who have a bold vision for the future of Streaming TV, commerce media, and data collaboration and a history of success in commerce media. Their expertise ensures that Gigi is at the forefront of innovation in this space. We believe Gigi’s capabilities and the vision of its team will drive significant advancements in how brands leverage data to enhance their advertising strategies on Amazon’s platform. Check out Gigi here: https://gigico.tv/ cc: James Borow Joe Zawadzki Danilo Tauro, PhD

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“It’s all about being a step ahead of the consumer. For example, if it’s football Sunday and a consumer adds tortilla chips to their cart, we want to leverage ads to immediately surface a complementary product like salsa. … It’s all about relevance and making ads feel more like engaging content." - Daniel Folkman At Gopuff, we are committed to empowering brands with tools to target specific audiences effectively. Our suite of tools and insights enables partners to reach new to brand (NTB) and lapsed buyers through digital search environments, ensuring personalized and tailored interactions. #retailmedia #marketing #personalization #advertising #commerce #commercemedia Read more: https://lnkd.in/e5icbYdz

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At Meta, we believe that AI is an opportunity for marketers to do the most creative and strategic work of their careers. As a follow up to our Newfront presentation, today we launched new generative AI features to help advertisers unlock their full potential. Now, with full image and text generation features in Advantage+ creative, advertisers can easily create ads faster and maximize performance gains.    Huge thanks to Wesley Ng from CASETiFY and Scott Kramer from AS Beauty Group for joining me and John Hegeman to share their experience using the Meta Advantage suite and our new generative AI tools. Casetify and AS Beauty are both living the “creative is the new targeting” mindset and using AI to create content that reflects their diverse customer bases.    Casetify is using our background generation tool to create variations of ads quickly and they saw a 13% increase in their return on ad spend when they combined this feature with Advantage+ shopping campaigns. AS Beauty is using another one of our generative AI tools, text variation, to create ads that speak to their diverse customer base.   Now is the time to act on AI and use these tools as the foundation of your marketing strategy, and I’m looking forward to watching how Wes and Scott continue to lead the industry ahead of our next AI-powered holiday season, which will be here before we know it.

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The CTV/streaming space continues to shake up as more live sports agreements expand to these platforms. Netflix continues to make moves in live broadcasting, now adding NFL games. With this addition, it will now take 7 different subscription services (including cable or YouTube TV) for viewers to watch all of the league’s games. 📺🏈 #media #CTV #streaming #upfronts2024

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