Josh Nannen

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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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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I'm kicking off a new blog post series called Attribution Deep Dive where I dive into the nitty gritty of marketing attribution. This series is going to cover, in detail, all of the technical aspects of marketing attribution from cookies to fingerprinting, url parameters, lookback windows, Apple ITP and beyond. The first article was supposed to be an introduction to marketing attribution but I got bored of writing that halfway through and decided to just skip to the good stuff. Here is the first article in the series, I talk about how tracking pixels track the customer journey by using cookies and fingerprinting: https://lnkd.in/ebJ5tTBq. #Shopify #Ecommerce

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More stuff on more channels = ⬇️ quality & effectiveness. Affordable testing is here from DAIVID 🦩 tho, so stop those leaky budgets

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CTV ads + first-party data = your new marketing power couple 🤩 Want to learn how brands like Kroger and Nielsen are making the most of CTV? LiveRamp's CTV Activation Guide for Brands is here to help you turn viewers into buyers, one ad at a time. https://lnkd.in/g8J-Bme9

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I'm torn on the seemingly non-intuitive outcome of this Advertising Research Foundation (ARF) and Kroger study on attention metrics. On the one hand, I totally understand why "viewability, which is a prerequisite for attention, did show meaningful correlation with incremental sales." On the other hand, I would think that when consumers pay attention, they're more likely to absorb the ad content and thus take action. Here's a theory. Viewability is boolean. If a consumer doesn't see the ad, it cannot possibly generate a result. Period. The likelihood of an action is zero. With zero as a starting point, any viewability is significantly better than none. It's a 0 to 1 change. Attention, on the other hand, is incremental. You're at 1, paying attention might bring you to a 1.1 or 1.2 (or according to the study, a correlation to lift of just 0.003 to 0.12). I can thus understand why the first (viewability) materially moves the needle and the second (incremental attention) is less apparent. When we launched TRUSTX eight years ago, we built in a 100% viewable guarantee for every display ad placed through the marketplace. Our mantra was (and still is), "if the ad isn't viewable, you don't pay." Brands swear by the results. Media buyers see consistently higher performance when buying the same inventory via TRUSTX vs. other exchanges. I'd love to hear some market feedback on this. What's your theory why viewability correlates to outcomes, but attention seems to fall short?

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Addressable TV Hits Prime Time: From Niche to Must-Buy -51% of advertisers see addressable TV as a “must-buy,” up from 35% last year. -Challenges like signal loss, ad fraud, and rise of ad-supported streaming fuel adoption. -Addressable is now essential for multi-screen advertising, says Larry Allen of Comcast -High costs and CPM misconceptions still deter some traditional TV advertisers. Source: AdExchanger by Victoria McNally Research by Advertiser Perceptions & Go Addressable ✉️Sign up for The Refresh newsletter: https://lnkd.in/g-gjn7GU Source: https://lnkd.in/g-jNfh4C

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I could have written this entire article- Except my version would read like a rant/screed on why 'traditional' broadcast style ads are SO bad despite the technology and streaming data. Those of you who work for big brands- that have CTV budgets- should be demanding more. In my humble opinion... #digitalmarketing #ctv #data #advertising #imo https://lnkd.in/eskyvn9X

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Interesting findings from recent reports from Integral Ad Science on how attention drives better outcomes - and what advertisers think about about the attention landscape in 2024: https://lnkd.in/eCbUr3eX

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Google made some important changes to the SERP yesterday. Here are some notes and recommendations from Backbone Media on what the Search Generative Experience means for brands/clients/retailers and how to evolve your SEO and SEM strategies in this new environment.

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FROM COOKIES TO CLARITY - The Israelites' golden calf story mirrors digital advertising's misplaced trust in third-party cookies. - Early ad tech fraud exposure showed addressable targeting's unreliability and data manipulation. - Google and Meta now use AI targeting, recognizing hyper-specific targeting's flaws. - Studies show 1:1 addressable data is inaccurate; broader targeting strategies may be better. - The ad industry should shift to AI-driven broad targeting, focusing on fundamental marketing principles and real outcomes. 📖 Article by AdExchanger : https://lnkd.in/gZms44JV 🌎To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf

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Is your intent data strategy truly giving you a competitive edge? Our new eBook, "The Deprecation of Third-Party Intent," explores the limitations of common data sources and the necessity of diversifying your approach. Discover how to move beyond false positives and bidstream issues to gain actionable insights. #B2BMarketing #IntentData #CompetitiveAdvantage

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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/gt2aM2jG

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A great read that demonstrates publishers can boost profits without relying on 3rd party cookies (34.3% increase in win rate!) Check out Yahoo and LiveRamp were able to do so. #cookies #data #advertising #targeting #cookieless https://lnkd.in/gk9RBnYF

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📹 Amazon is Shaking Up the Streaming Advertising Market! 📺 In January, Amazon made a bold move by making all Prime Video subscriptions ad-supported by default. Just six months in, the impact is clear and brands need to pay close attention to how this will further change the advertising landscape: 🔸 Subscription Changes: Prime Video now defaults to ad-supported at $14.99/month for Prime members and $8.99/month for non-Prime members. Want ad-free? It’s an extra $3/month. 🔸 Market Impact: Amazon joins Netflix and Disney in offering ad-supported tiers, leading to an oversupply in the ad marketplace and therefore companies like Disney are now working harder to attract advertisers. 🔸 Ad Market Dynamics: Prime Video could add over 50 billion impressions to the connected TV (CTV) market this year. Amazon's aggressive pricing strategy is pushing down ad costs, with CPM rates between $30 and $35 which is causing competitors, like Netflix, to lower their CPM rates to stay competitive. 🔸 Competitive Edge: Amazon’s extensive audience reach and customer data from Prime gives it a significant advantage! They can integrate their search advertising with Prime Video, enhancing content monetization and lowering ad prices. 🔸 Market Trends: More consumers are opting for cheaper ad-supported streaming plans. MoffettNathanson predicts a 33% growth in advertising video on demand this year. 🔸 Industry Adaptation: Amazon's approach is pushing the industry to focuse more on market share over high ad prices. SO... What are some things you should be thinking about for YOUR brand? 🔹 Commitment to a proper investment and appropriate flight length 🔹 Plan for ample amounts of video development and to A/B test 🔹 Leverage your data to create tailored targeting 🔹 Take advantage of competitive pricing NOW - test early & often 🔹 Look for the halo effect and take advantage of retargeting 🔹 Up your influencer marketing game - it can boost your credibility, especially with young shoppers 🚀 Exciting times ahead for streaming and advertising! We're following them closely here at The Topo Agency, so if you looking to learn more follow along, reach out to me or someone from my team and as always head over to our website at www.thetopoagency.com to learn more about service offerings! #Streaming #Advertising #Amazon #PrimeVideo #Marketing #TechTrends

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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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New to Incrementality testing? Here’s a simplified roadmap 🗺️ 📍Start by testing the overall incrementality of each channel to find the average lift 📍Next test each channel’s prospecting and retargeting campaigns to understand incremental lift by tactic by channel 📍Then test specific campaign types (Pmax, ASC, DSA, etc.) to see how incremental each campaign type is 📍Finally, you can begin testing different components of your campaigns. Like: -attribution settings -bid strategies -broad match vs phrase match -different ad types or creatives Rinse and repeat 🛁 Tools like Stella makes this very easy to execute.

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AUTOMATION BOOSTS RANKER'S AD REVENUE WITH MAGNITE'S DEMAND MANAGER - Milliseconds are crucial in programmatic advertising for maximizing revenue. - Ranker increased ad spend by 5% using Magnite’s automated Prebid optimization. - Automation adjusts auction timeouts in real-time based on individual bid requests. - Ranker now optimizes Prebid setups without overburdening its web dev team. - Automation helps Ranker prioritize SSPs and optimize bid requests effectively. 📖 Article by Anthony Vargas AdExchanger https://lnkd.in/g7cBhFAj 🌎To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf

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Check out this AdExchanger piece by TrueData's own David Berman! Learn about factors impacting data collection across the internet that you should pay attention to and strike a balance between accuracy and scale to reach your audience effectively. https://lnkd.in/gDmdRiRB

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