Dave Rosner

More than just media.

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Insightful deep dive into news mis/disinformation today at Google. As we navigate the largest election year in history, the importance of fact-checking, debunking, prebunking, and fostering media literacy across all ages is more critical than ever.

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Netflix streaming was one of Amazon Web Services (AWS) early success stories and proofs of concept (I'll drop a link in the comments). "Amy Reinhard, the company’s president of advertising, was clear: Netflix will roll out a proprietary ad tech platform by next year." Could Netflix in-house #adtech be the next Netflix <> AWS collab? There's history there and this could be a major win for proving the value of AWS for Advertising out in the wild... #adtech + #cloud = 🔥

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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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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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I really loved this OpEd by Jim Spanfeller. Global media at scale behind holdcos, black boxes, walled gardens, or "AI" and MAX+ product names du jor is broken. A vestige of the past. It will always have some place to be sure, but it will no longer be the leader with advertisers who care about where the money goes and how it reaches consumers. The future of ad tech is local. Reigniting publisher and buyer relationships which have stood since before the internet, private equity, management consultants. Real people connecting real brands to humans with the power of technology, supporting real publishers and local communities. And having fun while we do it. 😎 This was my favorite part: "What are the chances that change will come and Google will actually be broken up? The likelihood is very high. Google has not been playing fairly for some time. It’s a classic case study for why we have strong guidelines around monopolies. And it’s not the only platform in need of reform. While a Google breakup could present short-term challenges for premium digital publishers, it would, at the end of the day, offer substantial opportunities for increased revenue, improved search traffic management and greater control over content distribution. Publishers will need to adapt, as always, to the changing landscape and explore new strategies. But most will undoubtedly come out in a much better place. As will marketers! Injecting government control into open markets is always dangerous … unless, of course, you are dealing with a monopoly. And the idea that Google is not a monopoly in search and advertising is farcical." Anything is POSSIBLE Obligatory tag Ali Manning Adam Heimlich Joe Marino Vinny Rinaldi Arielle Garcia Joshua Lowcock Kamran Asghar

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A recent article in AdExchanger caught my eye, highlighting the discussion at the Green Media Summit about making programmatic advertising more sustainable. While publishers are eager to reduce their carbon footprint, a key takeaway is that data is critical for them to make informed decisions without sacrificing revenue. As the article points out, publishers often lack the data they need to optimise auction settings. Publishers need to be able to build their own robust first-party data that can be normalised against publisher datasets to provide reach across the board. The path to a greener ad ecosystem requires collaboration between publishers, ad tech providers, and advertisers. How can we, as an industry, better support publishers in building their data capabilities and achieving their sustainability goals? Share your comments below Read the full article here: https://lnkd.in/evnkP-xT ‌ #greeneradvertising #adtech #publishers #firstpartydata #Novatiq

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We see a lot of media mix modeling RFPs here at Recast. Unfortunately, a lot of them put a ton of emphasis on things that don’t actually matter that much to rolling out a successful MMM practice. Every MMM RFP should focus on 3 things: • Verifiability of the model The first (and most important) thing that you should be thinking about is verifiability and how are you going to validate the results are actually correct. It is trivially easy to run “an MMM”, and it is very, very difficult to run a good one. You want to ask every vendor you meet how transparent are the results going to be and how –specifically– are you going to be able to verify and validate them. What you should look for here is a way to validate the vendor’s results outside of the model itself. • Model operations You also want to think about all the operational components of your MMM. Make sure you’re asking questions like: - What's the refresh cadence going to be? - How often are you actually going to be re-estimating the model and re-estimating all of the models' parameters, or are you just re-using stale parameters on fresh data? - What's the procedure for identifying when things have changed? Beware that a lot of MMM vendors use confusing terms here or have different types of refreshes that aren’t actually refreshers… put simply, you really want to be clear on exactly what's happening. • Usability of the results Here, you want to ask questions like: - How are we going to have access to the results of the model? Is it a PDF / powerpoint? What is available in the dashboard? - How will we actually use these results in our planning workflow? - What underlying data are you going to have access to? If you want to use MMM in a fast-paced, on-demand way, great usability is what unlocks it. If every time you want something you have to ask a support question and they have to ask their team in some foreign country to pull the data, it will slow you down a lot. Whether you use Recast or not, I highly recommend you ask all these questions in your MMM RFP. Now, question for you: would it be useful if we made a free MMM RFP template you could download? If so, we’ll do it. Just let me know in the comments.

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We see a lot of media mix modeling RFPs here at Recast. Unfortunately, a lot of them put a ton of emphasis on things that don’t actually matter that much to rolling out a successful MMM practice. Every MMM RFP should focus on 3 things: • Verifiability of the model The first (and most important) thing that you should be thinking about is verifiability and how are you going to validate the results are actually correct. It is trivially easy to run “an MMM”, and it is very, very difficult to run a good one. You want to ask every vendor you meet how transparent are the results going to be and how –specifically– are you going to be able to verify and validate them. What you should look for here is a way to validate the vendor’s results outside of the model itself. • Model operations You also want to think about all the operational components of your MMM. Make sure you’re asking questions like: - What's the refresh cadence going to be? - How often are you actually going to be re-estimating the model and re-estimating all of the models' parameters, or are you just re-using stale parameters on fresh data? - What's the procedure for identifying when things have changed? Beware that a lot of MMM vendors use confusing terms here or have different types of refreshes that aren’t actually refreshers… put simply, you really want to be clear on exactly what's happening. • Usability of the results Here, you want to ask questions like: - How are we going to have access to the results of the model? Is it a PDF / powerpoint? What is available in the dashboard? - How will we actually use these results in our planning workflow? - What underlying data are you going to have access to? Whether you use Recast or not, I highly recommend you ask all these questions in your MMM RFP.

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A great overview of how OpenX has built and evolved our approach to curation (what we have historically called supply side targeting). Stacy Bohrer outlines the spectrum of curation opportunities that exist in programmatic and the specific assets that OpenX brings to the equation. https://lnkd.in/gHsXVpbU

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Check out Tal's interview on Page Six at Cannes Lions International Festival of Creativity to learn how we're leveraging technology to create personalized, high-impact ad solutions that adapt to evolving consumer behaviors. #canneslions #advertising #AI

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No matter how great the underlying strategy is, ad creative has a major impact on the performance of CTV campaigns. That's why we're teaming up with experts from Innovid, Spaceback, and Sharethrough to discuss CTV creative best practices. Register for tomorrow’s webinar to get all the details: https://lnkd.in/gMgAt6St Can’t attend? No problem. We'll share the recording and additional resources for upping ROAS with all registrants. #conntectedtv #advertising #streamingmedia

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Thrilled to share our feature on Forbes spotlighting Quality Media and our first-to-market offering "Performance Publishing"! "Developed by full-service performance marketing agency Quality Media, performance publishing sits at the intersection of third-party validation, storytelling, and paid amplification. It’s a tidy place to be, especially when you’re trying to stand out and stay competitive. Lauren Kleinman Lee Joselowitz and I noted that our brand partners have seen other financial outcomes, including a 30% higher return on advertising spend (ROAS) rates and a 20% reduction in customer acquisition costs (CAC). Why? The answer lies in the innovative way that performance publishing plants and grows what traditional digital marketing methods overlook: trust." Check out the full spotlight below! https://lnkd.in/gpuaMf3f

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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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A welcome reminder on the limitations of programmatic advertising despite its incredibly widespread use. The lack of transparency regarding where ads are displayed and the quality of placements remains a significant issue. Also, programmatic platforms may not always ensure brand safety, with ads appearing alongside inappropriate or harmful content. On top of that, relying solely on programmatic channels can limit the control advertisers have over ad placements and targeting parameters. And this is before we get to the demise of the 3rd party cookie. Interesting article to read and not surprised Bloomberg switched to a clean, direct-sold model. #DigitalAdvertising #Programmatic #Monetisation #OnlineAdvertising

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Fascinating to see The Trade Desk's announcement of their new TV operating system, Ventura. There are some huge incumbents in this space, but it's a still highly fragmented market with all to play for. How will the TV OS wars reshape the future of advertising, and where do consumers, brands, and publishers stand in this fight? I'm grabbing some popcorn and settling down to watch how this plays out, going to be a better watch than Tyson vs Paul! #CTV #TVOSWars #AdTech #TheTradeDesk #FutureOfTV #DigitalAdvertising

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Fast channels are paving the path for a new era of streaming digital advertising opportunities especially in the multicultural digital space. Lean in. https://lnkd.in/eYf8aktT

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At Esparza Digital, we strive to make a difference by guiding voters away from AI-generated ads that communicate false information about the election. @Alyssa_writes_ highlights that even though intimidating, brands must advertise during election season. AI can actually help monitor and identify false claims or misleading information that may impact a campaign. Your company can maintain credibility and trust by addressing misinformation promptly and transparently. #AI #Advertising #Election

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