Ezra Doty

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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What. A. Rollercoaster. George London at Upwave via Marketing Dive does a masterful job discussing Google's reversal to now retain cookies after years of touting their deprecation. Quote: "The repercussions of Google’s failed experiment are far-reaching. The credibility of privacy-enhancing technologies has been tarnished by association. Many advertisers have doubled down on potentially less privacy-friendly alternatives to #cookies, or feel vindicated in never having tried to move off cookies at all. The uncertainty surrounding the open web’s future has accelerated the flow of ad dollars into walled gardens, ironically concentrating more user data in the hands of a few tech giants." This was a good read for anyone in the #digitalads space.

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Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging

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As a media tech startup, your value proposition drives both innovation and audience engagement. Focus on solving real industry challenges, like content delivery, audience growth, or monetization. Highlight how your solution streamlines workflows or increases reach while showcasing your unique approach to media technology. It’s not just about tools—show the transformative value you bring to content creators, platforms, or advertisers. #MediaStartup #MediaBusiness #MeriaTech #Entrepreneurship

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New Open Market episode featuring Jay Friedman, CEO of Goodway Group. This one’s packed with insights for anyone in ad tech, agencies, or media. Key Highlights: -Why Jay believes marketing belongs at the top of the boardroom agenda. -Goodway Group's incredible 95-year history and evolution. -How Jay’s perspective on remote work has shifted. -The critical role of incrementality in proving marketing’s value. -Smart advice for ad tech CEOs on how to effectively sell to agencies. As always, expertly guided by Joe Zappa. Check it out—link in comments.

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The ad tech industry has been making waves with the rise of "digital twins." Brands now use first-party data to create archetypal personas, enabling them to test campaign strategies and product development in a virtual sandbox. AWS's focus on synthetic data highlights the shift towards privacy-conscious testing. Think of it like simulating a football season on Madden—predictive but not perfect. 🏈💡 #AdTech #Advertising #Data #AWS

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As election season ramps up, many brands might feel tempted to pause or reduce their ad spend due to concerns about political ad fatigue. But, according to new research from iSpot, there’s no need to go dark. In fact, 37% of consumers report paying more attention to non-political ads during this time. With the right strategy and careful messaging, your brand can still thrive—even in the midst of a heated election season. Check out this insightful piece from AdExchanger to learn more: https://lnkd.in/evE83mKs

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#adtecheconomicforum VC panel — Brian O'Kelley, Scope3, demands to know the hot trends of... 2030. Darcy Frisch, Hearst Ventures: By 2030 the cookie will actually be deprecated! For #adtech: The power in targeting and analyzing with AI will be fully realized and streamlined. Sanja Partalo, S4S Ventures: So many parts of adtech that are labor intensive will become more automated. That's the big promise of AI in adtech. Eric Franchi, Aperiam: AI is already prevalent in streamlining workflow, data analysis, dynamic creative production. The consumer experience is going to change dramatically—which means the advertising experience O'Kelley: Will companies need websites in 2030? Partalo: They all will need some kind of digital presence. Franchi: You'll be able to exist without a website in 2030. O'Kelley: What % of search traffic is left on Google in 2030? (Awkward silence.) Hirsh: 80% Partalo: 65% Franchi: 0. (Audience laughs.) I had to! Tom Triscari notes that nets out at a ~47% prediction. Beeler.Tech

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How can you ensure brand safety on CTV? 📺 Brian Danzis, President of North America at Seedtag, joins the MarTech Podcast for a two-episode series. In this first episode, he discusses the importance of brand safety in CTV advertising and how contextual AI is revolutionizing this space. "Brand safety has certainly gone through an evolution. A new term over the last couple of years has evolved that is brand suitability," Brian explains. He highlights how, by leveraging Seedtag's contextual AI, Liz, brands can effectively engage with consumers in their area of interest while safeguarding their image and reputation. Listen to the full episode here: 🎧 https://lnkd.in/eddV2qi3 #CTV #BrandSafety #ContextualAdvertising

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The US Ad industry is pumping. The latest Magna forecast for 2024 in the US: 👇🏼 https://lnkd.in/gpakmvqT - 11.4% overall growth in U.S. ad spend. - $10 billion in incremental ad revenue. - $377 billion total ads purchased in the US in 2024. - 19.3% growth in ad-funded streaming. - 5.3% growth for out of home (with double digit % growth for DOOH, though it wasn’t cited) Hopefully lower interest rates, lower inflation and the finalization of the national elections will add even more consumer confidence and in turn, corporate confidence, to further fuel the marketing 🔥. Things are on the up and up! #advertisingindustry #growthmetrics

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Laurel Rossi speaks the truth. I don't think anyone can argue the link between consumer attention and results. And as Laurel points out, when advertising engages consumers, brands benefit across the entire marketing funnel. When we launched TRUSTX eight years ago, we understood the power of attention and built 100% viewability into the core of our display advertising marketplace. Why? Because it's impossible for a person to pay attention to an ad they can't see. And from day one, our promise to advertisers has been that they'll get better results when they buy media across the premium publishers connected to TRUSTX. Let me reinforce Laurel's pitch with two TRUSTX client-provided performance metrics. >> 2.5x lower CPA: That's how much less an automotive brand spends with TRUSTX vs. other supply-paths to the same publishers to drive a request for a test drive. >> 25% better engagement rate: A global technology brand tells us that TRUSTX delivers the lowest cost per engaged visit and highest engagement rate across all their DCO exchanges. As a supply-side exchange, we can't directly measure full funnel results. But I can tell you that when you put together highly engaging premium content and 100% viewability, there can be no doubt in the results. Laurel is spot-on.

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Very insightful podcast with Les Binet on marketing effectiveness & ad pre-testing.

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The clean room future is no longer on the horizon – it’s here. And for leading companies in every industry, clean rooms are transforming marketing strategies. 80% of advertisers spending over $1B on media are already using them. But here's the thing – most brands are only scratching the surface. While many are using clean rooms for audience insights, only a third are leveraging advanced measurement like attribution and ROAS. And broader collaboration across partners and complementary brands offers even greater potential. Modern clean rooms are now fully interoperable, breaking down silos between brands, retailers, and media partners. In talking with companies across industries, I constantly hear their desire to get started, but also recognize that this represents unexplored territory for many. To help companies navigate the complexity, LiveRamp has put together a playbook of some of the most common tactics, and I've attached a link here. Happy reading!

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Klaviyo rounded up the partners for its Q4 Release webinar recently and here’s what we’re excited about: REPUTATION AI If deliverability falls below 50%, Klaviyo will automatically recommend segments in the Audience section of the Campaign Builder that could be excluded to improve deliverability until it increases back to 75%. Our verdict: Nice move. EMAIL AI TO CREATE TEMPLATES Klaviyo can now generate full email templates based on text prompts. Our verdict: For now…wow. But let’s see how well it works. SMS UPDATES 🇪🇺 SMS will now be available in Italy, Portugal, and the Nordics—with free sender ID, but no 2-way messaging in Europe for now. AUTOMATED SMS CONVERSATIONS Get ready for triggered automated replies based on user keywords, with the ability to segment and follow up automatically according to the user’s reply. Each reply can also be recorded as a custom property, making it easier to collect customer insights and data. Our verdict: Could be a game-changer… or go badly wrong. REDESIGNED SEGMENT BUILDER You can now add multiple "where" clauses on a single event (where Product equals, Collection equals, etc.), instead of one at a time. That’s going to save our team A LOT of time. Our verdict: At last! Our Christmas just came early PROFILE PREVIEW JOURNEY TOOL This will help you see how a profile moves through a flow with a breakdown of touch points, paths, messages received, and exits. For each profile, click ‘View details’ to view the criteria a profile did or didn’t meet. Our verdict: Badass. Allows us to offer even better value to our clients. PARTNER UPDATES Now you can add your name and logo to Klaviyo resources in the Partner Centre and present them to your clients to illustrate flows etc. Our verdict: Pretty, pretty… good. What’s missing? If you had to pick a feature that you’re still waiting for from Klaviyo, share it in the comments below. #Klaviyo #ecommerce #automationplatform

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It’s here! Seedtag Academy has launched ‘Contextual for Advertisers’ Our most successful certification is back to include the current trends shaping digital advertising, with a whole new course that empowers advertisers to go beyond cookies, with the keys to privacy-first advertising, GenAI, contextual advertising fundamentals and how to launch your own campaigns in 5 steps. 🚀 Get certified for free - in under one hour: https://lnkd.in/eUaAZ5gN #SeedtagAcademy #Certification #ContextualAdvertising

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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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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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Interesting insight into conversations between Google and publishers, all seemingly focused on yield optimization for their respective organizations with little discussion on improving advertiser campaign performance or return-on-ad-spend. Advertisers investing in programmatic digital media really need to take note of the continued lack of transparency, hidden ad tech fees, and manipulative pricing methodologies that are emblematic of this space and that are sapping their working media dollars.

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