Karl Rosen

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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What's the difference between correlation and causation in media measurement? Correlation: Consumer sees an ad and makes a purchase. The ad must have caused the purchase. Causation: When we stopped running this ad in this test market, we saw sales drop X% in that same market, compared to control markets. The media is causing this many sales. The question remains, how do brands get to causal measurement? Mahesh Jeswani, Measured's SVP of Product breaks down how brands are leveraging automating geo-testing to uncover the cause and effect relationship between marketing sales. Don't sleep on this Q&A session! 🔥 #mediameasurement #geoexperiments

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At #ShoptalkFall, dentsu and Merkle's Holden Bale will unveil exclusive data and insights on the future of retail and “unified commerce,” including growth forecasts and consumer shopping behavior. Check out the full agenda here: https://bit.ly/4eT813C

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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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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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Anyone selling adtech/martech/data needs to remember: your prospects already have more of all that stuff than they can possibly manage. From the article: "AB InBev collects data from across more than 1,000 sources, including ecommerce, social and branded websites. It owns over 500 brands in 42 countries." AB InBev is a slightly extreme case, owning many of the world's largest consumer brands, but every company (at least the ones with any real budget to spend) has its own microcosm of this. The point is: the standalone value of your solution is not nearly as relevant as you might like, because no matter how performant it is, it's competing for finite mindshare and resources with literally thousands of other data sources, campaigns, channels, and technologies your client is already juggling. A few percentage points performance increase in one small corner of a client's digital marketing/advertising footprint often just doesn't matter very much. This is where it becomes CRITICALLY important to be able to zoom out on a client's business and understand all the ways your solution can add value and all the trade-offs and dependencies you need to help your client navigate. Every trade-off needs a rationale, and if you don't proactively help clients develop those rationales, they will just keep things status quo because it's a lot less work and a lot less risk. Great 1P data case study from Allison Schiff at AdExchanger. https://lnkd.in/gERHC3Rg

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Unlock reliable, global data with Profiles by Kantar's Omnibus Surveys. 🌍 With coverage across 53 markets, robust sample sizes of 1,000+ respondents, and quick turnarounds with results in just a few days—you’ll receive diverse, actionable data to guide impactful decisions. Our Omnibus Surveys are perfect for one-off studies or regular tracking, helping you stay agile in an ever-changing market landscape. Start your next project with trusted data that drives confidence: https://lnkd.in/gCHaABEF #MarketResearch #GlobalData #KantarProfiles #OmnibusSurveys

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You don’t need a crystal ball to understand your customers. 🔮✨ With cookies fading away, it's time to rethink your approach. From flexible data tools to privacy-first strategies, LiveRamp has you covered. Ready to see the future clearly? Read the 5 key insights for addressable marketing success.

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This is a great read! Check out this report from Mars United Commerce that evaluates the benefits of multi-touch attribution vs. marketing mix modeling in understanding the impact of your connected commerce strategy: https://lnkd.in/gZq6fKdg

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Excited to announce updates from our continued strategic collaboration with Google, and solutions designed to drive innovation as well as efficiency and deliver unparalleled value to our clients, especially those seeking to optimize Workflow Automation, Real-time Measurement and Audience Activation. Learn more about our capabilities and a public use case here (https://lnkd.in/eknEks98) and read our newly published whitepaper therein, on a set of accelerators that help streamline data management and advanced analytics on the Google Cloud Platform. Would love to hear your feedback and comments, and please reach out to learn more about our collaboration with Google and the innovative solutions we're bringing to the market (watch this space for exciting developments in a couple of months). Follow us for updates on future innovations, and feel free to reach out with any inquiries. Thanks to the large team involved here (just tagging a few) Nathan Miller Joe Lamoureux Tom Miller Tara Kincade, Corey Koberg, John Baronello Corey Blenkarn Michael Kedzie Jenifer Gray and at least a dozen more Merkle-its from across different geographies who helped build the solutions. Deeply appreciative of Google's support, and excited about the future projects and collaborations that lie ahead. Tagging the Googlers who have continued to work ‘in the trenches’ with us, thank you! Phu Truong Yann Mora Sireesha Baljepalli Stephanie Diec Akanksha Joshi Omar Parker Alexis Popkin Wilton Moran #merkle #merkleproud #alliances #Google #GCP #innovation #Data #analytics #Media #Measurement #Audience #activation

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Marketers today must balance personalization with privacy, as consumers demand relevant experiences while regulations tighten. @AnalyticsIQ CEO Scarlett Shipp emphasizes that understanding your data, maintaining clear privacy policies, and leveraging predictive analytics are crucial strategies for navigating this challenge. As third-party cookies phase out, innovative tools like contextual targeting and data-driven insights can help marketers stay compliant while delivering effective campaigns. #Privacy #Personalization #MarketingData https://lnkd.in/g-7MTpzD

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Oracle's decision to shut its advertising business by the end of September has sent shock waves through the ad industry. Brands and agencies rely on Oracle's data cooperative, audience modeling, and data marketplace. With these tools disappearing, it's crucial for brands and agencies to adapt and find new paths forward. Read our latest article featured on AdExchanger to assess the impact and plan your next steps: https://lnkd.in/eemvFCeW #DataDrivenMarketing #MarketingStrategy

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No, no, and NO! Walled Gardens are NOT the answer (to 1st party data woes). The thought is cringy and the path is disempowering. Walled Gardens do have performance but the cost is bigger than transparency (at least Matt Kilmartin's criticism hits that nail). Locking yourself into a WG's approach, roadmap, limited (yes limited!) supply and channel expertise, and questionable ethics is not the panacea for long term success. Perhaps it's because many desire an easy button and become addicted to it. 🤷‍♂️ If you are responsible for your companies 1st party data, the conversation needs to start with TRUST, then performance and transparency. With a little effort, you can find privacy safe, multi-platform, multi-channel audience experts to do the heavy lift of 1st party data insights and optimization. #firstpartydata #1stpartydata #walledgardens #audiencedata https://lnkd.in/eP7KkHM9

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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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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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Read about Shirli Zelcer, Dentsu’s Chief Data & Technology Officer, discussing generative AI, cookies, and the future of data in this insightful interview with AdExchanger. 🌐🔍 #DataScience #AI #TechLeadership” 

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Comparing MMM to MTA is like comparing apples to oranges. These approaches are complementary and together they present a comprehensive view of the factors that drive sales. This piece goes into detail about why it's critical to not rely on a single model when it comes to measurement. Unified measurement is the future and these are just a few of the benefits: • Campaigns become more efficient • Customer journeys are more targeted • Long-term marketing goals are achieved #MMA #Marketing #MarketingMix #MTA #PerformanceMeasurement

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As of last week, Oracle has officially shut down its adtech operations, including well-known platforms like MOAT, Grapeshot, and BlueKai. Having utilized these robust tools in the past, it’s particularly striking to witness such pivotal services come to an end. This closure follows a drastic reduction in their advertising revenue, plummeting from $2 billion in 2022 to just $300 million in 2024. The end of Oracle’s adtech services is not only about adapting to user consent issues but also mirrors broader market shifts towards centralized data management and increasing privacy regulations like GDPR. These factors are prompting a departure from traditional reliance on third-party cookies and fragmented data practices. As the industry adapts, opportunities emerge for entities that offer integrated data solutions and prioritize user privacy. I am particularly keen to see how the businesses of Grapeshot and MOAT rebound, as the demand for contextual advertising and precise measurement continues to grow, promising a bright future in these areas. #AdTech #OracleAdvertising #DigitalMarketing #ContextualAdvertising #DataPrivacy #MarTech #Advertising #Marketing Check out MarTech's article on this.

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Your digital advertising just got a privacy reboot 🔒 Discover how data clean rooms enable brands and publishers to securely collaborate on audience insights while protecting customer data. LiveRamp's new guide explores 12 ways that top marketers: ✨ Build richer profiles from data locked in silos 🎯 Optimize targeting and frequency across walled gardens 📊 Measure granular ROAS and incrementality metrics Learn how smart marketers are turning signal loss into business wins: https://lnkd.in/d-xFJP_q #datacollaboration #dataprivacy #measurement

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