Fraser Woollard

Why is video the future of #B2B marketing? 📈 Merkle's Sonya Hand and other execs reveal how video is helping brands break through the noise and connect with decision-makers in new ways. Explore the full discussion in The Drum: https://bit.ly/3XdzgPf

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Google 🍪 announcement + Oracle 💰 settlement signal a shift to Consumer-centric advertising. The recent #adtech developments at #Google and #Oracle may seem disconnected at first, but they signify a significant shift towards consumer-centric advertising. Alongside Apple, these tech giants are embracing privacy concerns and strategically repositioning themselves by prioritizing consumers. This move aims to reduce risks and drive growth by empowering consumers, advocates, and next-gen companies to innovate new approaches in place of legacy adtech. The ripple effect is evident, with companies like Amazon and Meta expected to follow suit to mitigate the legal and financial risks highlighted in the coverage of Oracle's recent settlement. I transitioned from retail and ecommerce to adtech two decades ago with a vision to revolutionize advertising by attacking the inefficiencies of offline methods adopted in the digital realm. Seemed like an easy fix but it turned out to be a long slog. I also saw the inherent risk from cookies that hold adtech together to this day. Now it seems the consumer is finally getting a seat at the advertising table, and they don't like cookies or spam. For advertising and publishing businesses, the time is ripe to pivot towards alternative strategies in alignment with this evolving landscape. Seeking expert guidance to navigate these transformations could be the key to staying ahead in this dynamic environment. DM me for a chat or simply to chew the fat :) Google announcement - https://lnkd.in/gu9a-wba Oracle coverage- https://lnkd.in/gA9H-Fey My take from 2013 - https://lnkd.in/gB8QCjF

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Is it retail media or commerce media? The distinction goes beyond semantics. As my Skai colleague Nich Weinheimer explains in his article for Total Retail, the classification determines "how advertisers will manage, staff, budget and strategize their programs. This distinction impacts everything from operational execution to strategic planning and will shape the next era of advertising." Read the whole thing: https://lnkd.in/ezKFcTV2

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AI Video will change the way brands approach video marketing. My thoughts in the article below.

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Are you running search campaigns across the globe? #GenAI can help with optimization and localization. Learn more in this blog post from Merkle: https://bit.ly/3Y1YYXl

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Please find the first in a series of articles I am authoring for the team at CMSWire Thank you to Dom Nicastro for this opportunity and thank you very much to Courtney Black for making this article flow so well. The gist -- Data transparency isn’t just compliance. It's a trust-building strategy that enhances brand loyalty, empowers customers with control and delivers lasting value. Building a Trust-First Brand: Transparency and Consent in Marketing https://lnkd.in/ep5AV5ih

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CMOs are focusing on new strategies as they anticipate a radically transformed business landscape, where future revenue will come from offerings that don’t yet exist. For deeper insights into how businesses are preparing for this shift, explore Merkle’s Global CMO Navigator: CX Edition report: https://bit.ly/3AkREy3

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Great article - these points still resonate for me on the #CMO role: **Data-Driven Insights**: Leverage data insights to drive strategic decision-making (but you have to HAVE the data). This enables CMOs to better understand customer behaviors and preferences, leading to more effective targeting and personalization. **Expanded Organizational Influence**: CMOs are now playing a more integral role in business strategy. Their influence extends across various departments, enabling them to contribute to broader organizational goals and drive innovation (marketing spread more thin as their stakeholders now reach the entire organization plus clients). **Enhanced Customer Journeys**: With the rise of digital platforms, CMOs are tasked with creating seamless and engaging customer experiences across all touchpoints. This requires a holistic approach to managing the customer journey, ensuring consistency and satisfaction at every stage (but requires insights shared from the business that marketing doesn't often receive).

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Excellent session on retail media at the Infillion Innovation Stage POSSIBLE with Laurel Rossi Dave Kersey Vinny Rinaldi Jatinder Singh Evan Hovorka 🛒 State of retail media - vast and somewhat confusing on agencies- what’s the right data set and how do we apply it to the consumer journey . A lot of information and data to mine through 🛒 Look at long term sales vs overnight 🛒 Clients will often seperate out brand vs. performance but it’s important to look at it holistically … it’s not an either/or but should be an “and”

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99% of orgs plan to leverage data collaboration to create more brand and business value this year. 💡 Download the new LiveRamp report “AI and Other Top Trends in Data Collaboration and Clean Rooms” to explore data collaboration use cases across industries.

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According to these editors at AdExchanger, "The Trade Desk should wield its power more often because it's cleaning things up." Having said that, they also talk about how much smaller The Trade Desk really is compared to the digital ad giants such as Amazon and Google. Regardless, the long arc of every market moves toward transparency, efficiency and symmetrical data. Think about how much more efficient buying a stock today is vs 30 years ago. Back then you had to look the price up in the paper, call a broker, wait days for the trade to settle, pay $30 for the privilege, and check the paper every day to see how you're doing. Today we have real-time stock data, expert research, advanced products, and modeling tools, all at our fingertips. Digital ads will get there too. Just a question of how quickly.

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Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gBPjigx6

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Discover how video is revolutionizing #B2B marketing! 🎥 In The Drum's discussion, Merkle's Sonya Hand and other leaders dive into the strategies behind today’s most impactful campaigns: https://bit.ly/3B3jj6U

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ADWEEK writes this morning on The Trade Desk’s new Sellers and Publishers report. The report looks at where advertising value is shifting on the internet. Today, consumers spend more of their time on the premium, open internet than they do within big tech walled gardens —a stark reversal from just a decade ago. This has been driven, in large part, by the doubling of consumer time spent with streaming TV and digital audio since the pandemic. Advertising dollars haven’t fully followed these consumer shifts. But that’s changing. Find out how by checking out the report here: https://lnkd.in/e3GFt-uc

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How many email addresses do you have? Using them for different accounts and logins presents a challenge for marketers who want to accurately target consumers with relevant ads and offers. In the latest episode of Here’s the deal… LiveRamp's Daniella Harkins talks “identity,” and how connecting those emails (and other identifying information) is the best way to create the personalized experiences your customers crave.

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Fake reviews trick one in four consumers, costing the UK between £50m and £312m annually. This growing concern highlights the urgent need for brands to prioritize authenticity and engage with both positive and negative feedback to build trust. As legislation tightens and consumer expectations evolve, brands that proactively address and learn from feedback will not only enhance their reputation but also drive long-term growth and loyalty. #ConsumerTrust #BrandAuthenticity

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Captify®'s Search Intelligence can reveal what audiences are looking for in real-time. See how Captify and Magnite work together to help advertisers activate those insights on CTV. https://lnkd.in/eRnbM-_h

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How do you measure success in advertising campaigns? Marketers focus on reach, views, clicks and likes but CFOs prioritize ROI. Nielsen shares five CFO-approved KPIs to show impact and inform budget strategies. DM me to learn more and read about it here! https://bit.ly/3QTpq2q

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