Doug Kofoid

LinkedIn's venture into Connected TV (CTV) advertising highlights a significant shift in B2B marketing, aiming to intersect personal and professional lives of users. By tapping into streaming platforms such as Roku, Samsung, and NBCUniversal, LinkedIn provides its B2B marketers with an innovative channel to engage with audiences beyond the typical work environment. This expansion underlines the platform's unique approach—utilizing detailed user data to target ads more effectively, based on professional roles and workplace information. Explore how LinkedIn’s new CTV placements can enhance your B2B marketing efforts. Learn more: https://buff.ly/3PSDLfa #marketing #advertising #digitalmarketing #content #cmo

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Adtech M&A is certainly heating up. Last week Digiday reported that Teads is exploring various sale options. This kind of news piques our Quo Vadis curiosity. So we did our best to puzzle together a fundamental valuation model. As imperfect as it may be, our model tells us that $2.2 billion is close to the magic number. Get the details and see how we get there: https://lnkd.in/ee6wEyXM Subscribe to Quo Vadis to follow this very interesting adtech valuation story! #adtech #programmatic #radicaltransparency

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I’m excited about what the future of retail media means for our media tech clients but also for marketing leaders in general. BCG does a great job outlining why CMOs will want to increase retail media spend—and how RMNs need to step up their game to help them justify greater investment. If we are to believe analyst projections of $100 billion in U.S. retail media spend over the next 2-3 years, it seems many of the items on BCG’s RMN “to-do” list need to happen, especially: - Offering a more seamless customer experience across online and in-store to boost performance across the full consumer journey - Providing more and more data and actionable reports to enhance transparency, insight, targeting, and personalization - Deepening relationships to deliver increasingly tailored media solutions that are unique to each advertiser and its consumers - Achieving a level of sophistication that matches—or at least approaches—the performance, scale, and precision of leading digital ad platforms like Google and Meta (e.g., as Amazon has done) https://lnkd.in/gKJ53T-x

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As the CTV landscape evolves, contextual AI is becoming essential for advertisers, addressing key challenges like targeting limitations, transparency issues, and lack of real-time insights. Jon Wallett, VP of Sales, East Coast at Seedtag, emphasizes that innovation in contextual targeting is crucial for future success. Seedtag's contextual AI, Liz, enables brands to develop effective audience strategies, enhance creative messaging, and gain valuable insights, all while adapting to real-time trends. Wallett argues that embracing these advancements will drive greater transparency and more inclusive, interest-based targeting, making contextual AI indispensable for modern advertising. Watch the full interview here to learn more 📺 : https://lnkd.in/eJ9Q3PDJ #ContextualAI #CTVAdvertising #InnovationInMarketing

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Introducing Walmart Connect's in-store measurement capabilities: Discover Skai's how-to on bridging online advertising and offline sales and the 3 key metrics you should focus on: https://okt.to/Hp89Bn

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The opaqueness of the programmatic advertising industry has always baffled me. For years, I heard about kickback fees and backroom deals that simply did not make sense; where did this money come from? Why isn't the advertising itself cheaper instead? The Google Antitrust Trial that kicked off yesterday exposes exactly that. Huge margins by controlling all aspects of a very complex and opaque system thanks to strategic acquisitions. If you want to read more and follow along, this post is a great start: https://lnkd.in/eGkdxzTa

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🔧 #MarketingTipMonday: "Our CEO has full access to all datasets, and we encourage every team member to be analytically minded, which sets the tone for a data-backed decision-making culture." — Calvin Lammers, SVP Digital and Media at Nécessaire, Inc. In the CommerceNext Growth Show session, "Data-Driven Scaling: Leveraging The Five Pillars of Data Mastery For Growth," Calvin Lammers emphasized how Nécessaire, Inc. integrates data into everyday decision-making. By empowering everyone from leadership to entry-level employees with access to data, they ensure that decisions are backed by insights, not just opinions. ⭐For more insights on building a data-driven culture, watch the session recording here: https://lnkd.in/eCxyBYYg #CN2024 #retail #ecommerce #data #collaboration

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This week, I'm diving deep into the world of DSP Pricing! I break down the three major cost categories and fees buyers encounter when negotiating with a Demand-Side Platform (DSP). The typical fees and ranges are rarely talked about, but I explore the ranges and the key drivers behind larger fees.  I've got you covered with insights that can help you make more informed decisions. #DSP #AdTech #Marketing #CostAnalysis #DigitalAdvertising https://lnkd.in/gmDB6y3y

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📺 📺 📺 75% of in-store retail media will be deployed in the next 18 months!!!! This Grocery Doppio research paper is a wake up call to grocery, big box and large #retail chains. The time is now to get to moving or be left behind on one of the greatest profit drivers for brick-and-mortar retail. Some takeaways: --- Retail media is good for shoppers, brands and retailers --- 🛍 There is a 38% increase in shopper engagement with in-store media with 61% of shoppers saying the media content was useful! 💚 27% increase in impulse buys at grocers who enable in-store media 🛒 97% of grocers intend to adopt white-label or thirds party rather than build 📊 93% of #CPG brands want to to tie digital and in-store engagement. 📈 The number of #retailmedia networks will double in next 18 months --- Challenges to scale --- 👩‍💼 79% of retailers say they don't have the talent to scale their #retailmedia biz 💰 Only 3% of CPGs have significant additional budget for grocery media in 2024, and 89% want greater data accuracy for that market spend. Download the report here --> https://lnkd.in/ejJQmeSu Thanks for sending my way Lisa Goller, MBA

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Amazon launching a Temu competitor. Does this make sense as a standalone platform? And if so how does this impact the main brand? Also given there's a sign of a strong pendulum swing against fast fashion/retail on sustainability grounds (and in the US potentially against cheap imports from China) is this putting Amazon on the right side of market evolution? #ecommerce #marketing #circularity #retail

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I've been asked the same questions frequently lately regarding labelizer tools, segmentation scripts, and the Shopping Booster. Specifically about how to handle data post-sales period, when the data no longer reflects typical performance. 🛒📊 During sales periods, conversion rates, order values, and purchase intent are generally higher, while profit margins may be lower. 📈 This inflates product performance data, and when advanced campaign setups rely on past data to move products between performance buckets, it can become problematic. Historical data that doesn’t reflect future performance can lead to overspending on products that performed well on sale but may underperform afterward. Google offers a fantastic tool called Exclusion Period 🛠️, which helps adjust its algorithm post sale periods. However, this feature only impacts the algorithm itself, leaving reporting in Google Ads unchanged. Since tools like labelizer scripts and ProfitMetrics Shopping Booster base their product movement rules on historical reporting data from the API, that data still reflects inflated metrics. So, the question is: Should we disable these tools and scripts after sales end, then reactivate them with a shorter lookback window for performance data? The challenge is that many products won’t have enough data with a shorter lookback window. One workaround is to download custom labels for products before the sales period begins. Afterward, you could pause the tools/scripts, then re-upload those labels to restore pre-sales data. But let’s be honest, this can be time-consuming. ✨ That’s why we’ve introduced the Exclusion Period feature directly into Shopping Booster! ✨ This feature allows you to exclude specific sales periods directly in the settings: - With a 90-day lookback window, segmentation rules will consider 90 days of data while excluding your sales periods, such as Black Week (November 24–30). This ensures data reflects typical product performance. - You can also schedule exclusions! For example, you can set the exclusion period to activate on December 1, allowing you to continue segmentation during Black Week and seamlessly normalize your data afterward. 📅✅ Used alongside Google’s native Exclusion Period, this feature gives you better control over both algorithms and reporting while correcting for periods of inflated metrics. 💡 I'd love to hear your thoughts, how do you currently handle this challenge in your setup with labeling tools? 🤝

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Video advertising requires a new metric to determine the right balance of efficiency, attention and impact. Some agencies are already stepping up and using CPS Viewed, or Cost Per Second Viewed, as a primary metric. Find out what that means https://lnkd.in/gHfEYmk6 #advertising #videoadvertising

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More than just media.

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Offsite #retailmedia spending will surpass on site spend in 2024, according to EMARKETER. 🤯 This highlights the importance of integrating #digitalshelf signals into media bidding across both channels, especially since ads for out of stock products are not suppressed on offsite channels the way they are onsite. (i.e. Amazon won't show you an ad for an out of stock product on Amazon.com, but you might see an ad for that product on CNN.com) In short, you could be wasting a lot of offsite media dollars driving traffic to products that are unavailable, unless you have the ability to turn off campaigns at a geo-location level (which is possible with offsite). Thanks to Profitero's #shelfintelligentmedia integrations with The Trade Desk, Walmart Connect and Amazon Ads and our granular, store-level availability data, you can avoid wasted budget -- both online AND off.

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There are five large CPG companies (okay, maybe ten) capable of doing their own advanced measurement of digital media spend over an extended period of time – we’re talking about either multi-touch attribution (MTA) or sales lift and incrementality not solely tied to individual campaigns. The vast majority of top 25 CPG companies don’t have the internal resources or have partnered with data or measurement companies to help them understand what is working and what is not. Even the large CPG clients with massive data science capabilities find it difficult to sustain delivering insights where sales outcomes drive digital advertising decision making. They either lack the data, have challenges with carry through (comparing exposed audiences with users who actually bought) or simply have other priorities. Some CPG clients rely on their agencies for measurement work, but more than likely there are media and data providers helping with the measurement (sometimes grading their own homework) but ideally, third party measurement providers are involved. The “easy button” for activation in CPG has been to use major players like The Trade Desk and the LiveRamp Marketplace, even the Amazon DSP. CPG purchase data from a wide variety of sources is available, although a material source of inventory will be going away soon with Oracle Advertising ceasing operations in September. Measurement has gotten much harder. Changes in Apple’s privacy policy a couple years back has made it tougher to measure the effectiveness of digital campaigns in Apple devices. In spite of Google’s reversal on the deprecation of cookies, the writing’s on the wall and by giving consumers the choice to be tracked (or not) we all know how that’s going to end up – same way as 80% of iPhone users telling the App not to Track. I’ve been very encouraged over the last 6 weeks since I started my new gig at Scanbuy. Client-side execs at large CPG companies who own 1PD strategies are genuinely interested in the quality and scale of our purchase data: 100% opt-in from receipt scans and loyalty card programs, and 13MM MAUs representing spending across all classes of trade. Key brands and categories are well represented. The best part is we offer flexibility in measurement. Do it yourself if you have the data science team and the chops. Use our measurement partner. Use your own measurement partner after a short certification process with Scanbuy. Learn what is working and what is not. Optimize. Learn some more. You have to license the data in order to do measurement. Use this approach with your CTV spend. And other digital tactics. I find CTV the most interesting because so much spend is going there. Wouldn’t it be great to measure the sales impact? Hit me up or wait for me to ping you. We’re here to help CPG Innovators do cool things. #CPGmarketing #purchasedata #CTV #analytics

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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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Ever curious about the intricacies of Supply Side Optimization? This week, I had the privilege of chatting with Tim Stephens, a seasoned Programmatic Supply Specialist in Digital Advertising. We dove deep into essential insights, including: * The formats, signals, and attributes that truly excel in an exchange environment. * The strategies publishers use to maximize their revenue. * The pros and cons of increasing signal volume in the exchange. Don't miss out on these invaluable perspectives! Tune in and elevate your understanding of the digital advertising landscape. https://lnkd.in/gXzX-far  #DigitalAdvertising #Programmatic #SupplySideOptimization

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9 Leading Retail Media Networks Compared: Who is Leading, and Who is Lagging Behind? Our analysis of 9 leading retail media networks reveals a staggering performance gap. While Amazon and Walmart are dominating with sponsored products on nearly every search, retailers like Best Buy, Lowe's, and Albertsons are severely lagging behind. What is the key success driver here? It's mostly a demand issue. Those retailers who only serve Sponsored Products for a fraction of all searches have challenges in selling their inventory. How can you solve the demand issue? Through our retail media Supply-Side Platform (SSP), you can connect multiple demand sources, such as Retail Media Demand-Side Platforms (DSPs) and ad networks, to access readily available budgets. Comment below if you'd like to receive our full report with many more insights on the top 9 Retail Media Networks (RMNs).

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