Tanner Hanson

Meet the Google 'Performance Max' Expert for advanced tips and a sneak peek of what’s to come. #ppc #googleads

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Some good points are made by PubMatic’s Andrew Baron in AdExchanger’s latest Data-Driven Thinking column. Ironically, cookies were never that big of a problem in the first place—your humble, anonymous cookie is far less personal than a hashed email (which, as the FTC recently reminded us, is in fact still PII). But to the writer’s point, years of worrying about their impending deprecation have led to some very positive changes. First- and carefully curated and enhanced second- and third-party data will always yield better results, assuming you can protect the privacy of the consumers who produced it. And yes, whatever more personally identifiable data you’re working with—whether it’s sell-side targeting, modeled audiences, or contextual signals—alternative IDs have shown great promise in creating a layer of privacy protection. However, the real challenge arises when these identifiers traverse the bidstream and are shared with third parties. No matter how secure your encryption, once data leaves your control, it’s vulnerable to exploitation or reverse engineering. Anything can happen. The signals aren’t the problem—it’s the way we’re sharing them. We built Symitri to solve these inherent privacy challenges in adtech infrastructure. By ensuring that personally identifiable data never leaves the control of its owner, Symitri offers truly deterministic targeting without sacrificing privacy. With Symitri, you can achieve precision, performance, and privacy—no compromises necessary. #Symitri #Privacy #DataProtection #Trust #TRUSTX https://lnkd.in/eS9Aem8B

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What’s the key to unlocking retail media’s full potential? Alignment on measurement models. Dive into the IAB Connected Commerce Summit replay to explore game-changing insights from LiveRamp. Replay available now: https://lnkd.in/d4BnW7uX

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New Case Study Alert! 🚨 Discover how Marian from OTTO, one of Germany’s leading e-commerce companies, optimized their marketing spend using Adjust’s incrementality solution, InSight. 📈

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Advertisers can now utilize Walmart's data for targeted ads on Hulu and Disney+ programmatically, enabling improved ad targeting and attribution insights. https://lnkd.in/gJMqWVSw #retailmedia #programmatic #datatargeting #attribution

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🚀 New Metrics Alert: Say Goodbye to ROAS! Traditional ad metrics like ROAS (Return on Ad Spend) have served us well, but it’s time for a fresh perspective. Enter ROMO (Return on Marketing Objectives). 🎯 Key Takeaways: ROMO vs. ROAS: ROMO considers broader business objectives beyond direct returns. It’s not just about the dollars; it’s about achieving strategic, more holistic goals. ROAS has historically provided a more singular approach to returns on specific channels or through outdated metrics such as last-click attribution. We all know how that can be unreliable. Enter the world of ROMO. 🌎 Measurement Challenges: Implementing ROMO requires surveys, non-programmatic tools, and data modeling. It’s worth the effort! Incremental Attribution: Industry giants like Google, Meta, and Amazon are shifting toward metrics that focus on new customer acquisition and holistic impact. Let’s embrace the future of retail metrics! What are your thoughts? 🤔 #MarketingMetrics #DigitalStrategy #RetailMedia #ROAS #MediaAttribution #PerformanceMarketing More here... 👇🏼

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Learn about the effects of Google's latest reputation update on publishers and find out how to adjust your monetization strategies to remain competitive. Explore Partnerize's valuable perspective on this topic here: https://okt.to/o2m9Ic

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✅🖥️ AdExchanger (6/7): “Show-level transparency for FAST channels and CTV overall has improved, but it’s not quite yet where buyers need it to be. One reason publishers consider it risky to share data about TV viewing at the show level is because it may violate the Video Privacy Protection Act if that information is tied to an identifier. Still, there are more ways to anonymize or aggregate data in a way that doesn’t reveal an individual’s identity, which is why publishers have been getting more comfortable providing some degree of show-level transparency in post-campaign reporting. But buyers want more than post-campaign reporting. They also want show-level data in the bid stream, and publishers have still other reasons for not giving it up. One is the historical fear among publishers that advertisers cherry-pick inventory, which they’re obviously more easily able to do when they have more insight into the specific shows their ads are running in. This is a fear FAST channels can capitalize on if they “enrich the bid stream by passing more through to buy-side partners,”one buyer said, referring to show-level metadata. While FAST channels have the same reasons as other streaming apps for not sharing show-level data, they have more motivation to cede some ground to fulfill a top item on most advertiser wish lists.” ⬇️ #streamingtv #ctvadvertising #fast #avod #ott https://lnkd.in/eKvQCRis

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🚀 Exciting news for Awin advertisers. We've integrated with BrandSwap, providing a rapid route to implementing brand-to-brand partnerships, just like Currys did. Now, advertisers can effortlessly embed relevant rewards into their customer journey to drive various goals. Learn more about this innovative solution here. #RetailMedia #BrandPartnerships

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https://lnkd.in/dKSdQGsE This week Steve Pinto and team have released a brilliant white paper that dives deep into Amazon Ads approach to ad relevancy, specifically around Bid Shading techniques in Amazon DSP. Digital Advertising and software still relies heavily on ad IDs to assess the value of impressions and make strategic bids. This is increasingly difficult as OS and Browser developers remove signals like third-party cookies. In one effort to make our core systems more durable, Amazon DSP has worked hard to enhance our bid shading techniques that help brands maximize ROI, cut unnecessary costs, and create a transparent and efficient marketplace. This release will help you learn more about what bid shading is and why it’s crucial for advertisers. Kudos to Niklas Karlsson, Daniel Miller, Mariona (Ona) Prat Vila and Steve Pinto. Until recent launches like these Amazon ADSP hasn’t really been public about how we perform bid shading for ALL customers by default. In fact, we do not take a % of savings or charge for this, despite the effort that goes into making sure our models are durable to weather any industry changes. Three innovative strategies to adapt bid shading for a future without third-party cookies Download here: https://lnkd.in/gKfe2qSy

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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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Forget growth hacks—trust wins every time. I’ve had so many opportunities to build a "boost" feature into our content distribution platform. Vetted brands on the platform are eager to reach publishers….and publishers are eager to get free, relevant content to engage their audiences. So it’s natural that some marketers would ask "can I pay you to get in front of more people?" It’s tempting, but short-term revenue isn’t the goal here. Our platform runs on trust, giving publishers control over what’s best for their audience—not what’s paid for or what we might get a revenue share from if we manufacture clicks. It was great to hear the same (and know I'm not crazy) from Anthony Vennare of Fitt Insider on The Rebooting Show. Paraphrasing Anthony at the 16 minute mark: "I’m not trying to get you to read [our content.] If you’re going to read it, it’s going to be valuable….if you read or don’t read it, it’s doesn’t bother me.” Anthony’s positioning his company as the de facto experts in the health & wellness space. They’re betting on themselves that people will WANT to read the content. So what ARE we building? With thousands of stories going across the newswire, we do need to build SOMETHING in terms of personalization. There are two key priorities at the moment: 📬 For publishers: Automated, personalized recommendations based on publishing habits; as well as hand-curated promotions that tie into news pegs that week 📈 For brands: Strategy insights tailored to reach your specific audience. But ultimately, trust is the number 1 priority, and I’ll say no to new features any day of the week to maintain that trust. Have you had a similar experience having to say no to features that could bring in revenue? Let me know!

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✅🖥️ AdExchanger (11/8): “Well, without breaking out new revenue metrics, The Trade Desk divulged some interesting tidbits about their business. For instance, while the company doesn’t disclose CTV revenue, CEO Jeff Green said CTV is now the largest media channel for TTD. CTV has flipped the equation on web display and mobile. Similarly, a year ago, Criteo finally reported retargeting revenue as less than half of its total. The Trade Desk is touting its long-held ambition to have more CTV than banner ads. Currently, video ads, which encompass CTV, are close to 50% of TTD’s overall business. Soon, TTD will be primarily a video ad buyer. “It’s hard not to be bullish about CTV when it’s both our largest channel and our fastest growing,” Green said. And while CTV and retail media have been staples of every Trade Desk quarterly report for years on end, Green also put the focus on a few new opportunities, now that CTV has matured into the business, not just a rhetorical goal. The other premium media channel for programmatic to unlock is live sports, Green said. “I expect over the coming years to see programmatic spot markets and sports become best friends,” Green said. Live sports are counterintuitive for programmatic advertising. Those spots tend to have a very high premium and go to sponsors, rather than an open auction. But, Green said, “because (live sports inventory) is often scarce and often highly sought out by brands, and it changes very quickly, it really is built for programmatic advertising.” ⬇️ #streaming #ctv #ott #livesports #avod #fast #tvos

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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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✅🖥️ AdExchanger (5/31): “Programmers are trying to “slow down the pace of adoption” for auction-based bidding, said a buyer. One way they’re doing so is by limiting the supply they make biddable. Instead, pubs prefer to gatekeep their prized inventory with a high price tag attached to the “premium” label. Programmers can also maintain this level of control and pricing with PG deals, which are essentially automated insertion orders sent through programmatic pipes. But because CTV publishers are slower to make their inventory available in open auctions, agencies still consider programmatic as a nice-to-have – and not a requirement – for CTV campaigns, the buyer said. The majority of CTV ad buys are still happening via insertion orders or programmatic guaranteed deals. Agencies want to be able to bid on more CTV inventory for better scale, targeting and cost effectiveness. But for that to happen, buyers must make their sell-side counterparts reconsider the meaning of “premium.” ⬇️ #streamingtv #programmatic #avod #ctv #ott https://lnkd.in/ehnQj5Wu

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This is worrying. I like the cookie, I believe they were an elegant solution - and they still will be in the 1PD world. However, as the article rightly points out, once Chrome releases whatever consent mechanism they will deploy, we’re going to see a big or dramatic drop-off in available cookies. Now is not the time to lose focus, now is the time to invest in exploring the new and not so new solutions for both targeting and measurement. Thoughts?

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✅🖥️ WSJ (7/19): “The streaming company added 8.05MM subs in Q2, compared with 5.89MM net new subs during the same period a year earlier. It expects new customer additions to be lower in the current quarter than the same period last year, when it began limiting password sharing in earnest. Revenue rose nearly 17% year over year to $9.56B in the second quarter, beating the company’s projections. Netflix raised its revenue growth forecast for 2024 to 14% to 15%, up from 13% to 15%. The strong performance is a sign that Netflix’s efforts to change its plan pricing and lineup, limit password sharing and expand the advertising tier of its service are bearing fruit. Netflix continues to lead the pack in streaming as entertainment companies such as Disney and WBD try to balance a decline in revenue and viewership of their traditional TV businesses while investing more in their streaming platforms. It ended the second quarter with 277.65MM customers globally. Netflix on Thursday said it would begin phasing out its lowest-cost, ad-free $11.99 a month basic plan in the U.S. and France. The company made similar moves in Canada and the U.K earlier this year. More than 45% of all sign-ups in countries in which the ad tier is available come from that plan, the company said.In May, the ad-supported plan had 40MM global MAUs, up from 5MM a year ago.” ⬇️ #streamingtv #ctv #ott #avod #svod #upfronts https://lnkd.in/e9su2saE

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