Kyle Udelson

Netflix streaming was one of Amazon Web Services (AWS) early success stories and proofs of concept (I'll drop a link in the comments). "Amy Reinhard, the company’s president of advertising, was clear: Netflix will roll out a proprietary ad tech platform by next year." Could Netflix in-house #adtech be the next Netflix <> AWS collab? There's history there and this could be a major win for proving the value of AWS for Advertising out in the wild... #adtech + #cloud = 🔥

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Streaming’s on fire, and we’re here for it! 🔥 LiveRamp's Adam Paul breaks down why CTV is dominating screens and what it means for advertisers. Ready to get ahead? Watch episode 3 of “Here’s the deal...”

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Hey Bay Area! In 2010, the Warriors started on a journey to transform from a basketball team into a larger sports media and entertainment company. Learn how the organization is reshaping its IT and data operations as well as redefining how it delivers digital experiences for its fans. #GoogleCloud #FanExperiences #genAI

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David Nyurenberg, your article struck a chord with me. It reflects where we’ve been as an industry and, hopefully, where we’re headed. I remember when media planning was rooted in quality and context. Early in my career, I worked on campaigns where publisher credibility was as critical as the creative. We poured over placements, ensuring ads appeared in environments that elevated the message rather than just reaching an audience. It wasn’t about chasing impressions; it was about creating resonance. But somewhere along the way, the allure of hypertargeting pulled us off course. I recall the first time I was asked to justify a campaign’s success using metrics that, deep down, I knew didn’t reflect true impact - CTRs on a subpar site that wouldn’t pass even the loosest brand safety checks. It felt like we were trading integrity for convenience. Fast forward to today, and your article highlights the consequences of that trade-off. Made-for-advertising sites, inflated metrics, and automation tools prioritising scale over quality are symptoms of an industry that has lost sight of its purpose. But as you pointed out, there’s hope. Voices like Hershey’s Vinny Rinaldi and Walgreens’ James L. pave the way for a much-needed shift that values the environments in which we place our messages as much as the audiences we target. This shift feels personal to me. It’s a return to what I first loved about marketing: the balance of art and science and the belief that where you tell your story matters as much as the story itself. The challenge now is to act. To hold platforms accountable. To educate teams on the importance of supply-path optimisation. To champion quality-first metrics. Your article reminds us that change is possible, but it requires all of us to step up. The question is no longer whether this shift is necessary - it’s whether we dare to lead it. Let’s ensure this moment isn’t just a reflection but the start of a revolution. Keep up the great work, my friend. Ivan

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I had the pleasure of joining Lou Paskalis, Tim Brown and the Association of National Advertisers to attempt to move the needle on buying quality media in lieu of cheap CPM inventory of questionable origin. Our panel dialogue, "Is the Programmatic Juice Worth the Squeeze," concluded it is because, among other things, quality media produces outcome metrics that matter. Drilling in specifically on news media -- a publishing category that continues to be in a world of hurt, Lou writes in AdExchanger that "... many presenters attempted to debunk the myth that brands that advertise adjacent to divisive or provocative content risk exposing themselves to backlash. Stagwell Global released research that showed virtually no difference in purchase intent for brands when their ads appeared next to editorial content, whether it was inflammatory or not. The question remains: Will marketers overcome their gut feelings in light of compelling research to the contrary?" I am always encouraged by this type of research, but I've come to expect that I'll be discouraged by the lack of change in media spend across trusted, professional journalism. IMHO, what we need to demonstrate *in addition to* these consumer sentiment findings is the hard data that shows equal or better RoAS (or other measurable outcome metrics) in the news content category. Evidence supports my hypothesis of better results in news vs. other content categories. For example, one recent TRUSTX advertiser experienced a 2.5x decrease in cost-per-acquisition on a campaign that was 59% targeted within news domains. News works because it's a lean-in environment where the audience is actively engaged. I am begging brands to give news a second chance. And not because its any advertiser's duty to save journalism, but because the stuff just works.

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AI is only as good as what goes into it. Diverse experiences and viewpoints are vital to making it useful.

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Instacart and NBCUniversal’s new partnership connects CPG with Streaming and has the potential to change retail. NBCUniversal and Instacart are broadening their existing collaboration to introduce a fresh retail media avenue, allowing Instacart’s CPG advertisers to interact with viewers through NBCU’s streaming and linear TV content. In late 2023, the two companies united to incorporate NBCU’s Peacock streaming platform into the Instacart+ membership package. Now, advertisers gain access to engage consumers through NBCUniversal’s content and analyze campaign effectiveness by leveraging ad exposure and purchase data from Instacart. Tim Castelli, VP of Global Advertising Sales at Instacart, highlighted the forthcoming capability for NBCUniversal advertisers to utilize Instacart’s first-party audience data to enrich their streaming campaigns and validate their impact through closed-loop measurement. This seamless integration presents a mutually beneficial scenario for consumers and brands alike, enabling viewers to encounter a CPG ad on streaming platforms and have the product delivered within an hour via Instacart. The rollout of this offering is slated for Q2 on the streaming service, with plans to extend to linear programming. With this collaboration, CPG brands can engage with the next wave of grocery shoppers in an immersive setting. This initiative aligns with a broader trend among established retail media players such as Instacart, aiming to integrate their first-party shopper data into third-party advertising environments. https://lnkd.in/g9rcxrVJ #digitalmarketing #retail #firstpartydata #CPG #advertising #OTT

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In today's issue of AdExchanger, Anthony Vargas discusses why media mix modeling aka MMA is back in a big and more powerful way for marketers c/o the best new solutions like FutureSight.online with the founder and CEO of the business, Marilois Snowman and measurement and research legend, Josh Chasin. Read more! #adeffectivness #MMM #measurement #attribution #omnichannelmarketing

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Day 144 - Not long after signing CandorWorks as a client and well after dropping #TrueQC as client, thanks to the #unethicalbehavior of Danny Sachdev towards Elliot Markowitz (who recently commented that he still hasn't been paid for that work, coincidentally I am still owed 2 months of my #retainer too). I decided to seek out a 3rd client as I felt I had the capacity. What I came across was an #opportunity to work with a #rare type of #company. I found Solution Publishing an #ABM #B2B #platform that was located right here in the #UnitedStates (#Florida of all places and #NorthernFlorida at that). They had a #callcenter in the #Phillipines but the #staff was right here in the #USA. They also had their own #software. The #ARCman platform that they use is a #comprehensive #endtoend #contentsyndication and #leadgeneration #system that handles all the parts of the #leadgen #process from #audiencebuilding to #qualitycontrol and #leaddistribution for which they are #API #integrated with all the major #CRM's and #MarketingAutomation (#MA) #tools on the #market today. More importantly they are like #Candorworks led by an #experiencedprofessional, Byron Crowell who cares more about the #qualityofwork and #happinessofcustomers than about the #profits. I could not appreciate this more than I do right now. Have you ever had the chance to work with people like that? Because if you have I want to hear about it. Please #shareyourstories in the comments and #staytuned for more #AdventuresInAdvertising

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After Paramount and Disney Advertising launched their ad platforms, Roku just released theirs. TL:DR in three bullet points: • Roku has launched Roku Ads Manager, a self-serve ad platform that allows advertisers to buy and optimize campaigns across all streaming inventory on Roku, not just individual streaming services. • The platform offers features such as geolocation targeting, audience segmentation, and outcome-based optimization. It also includes Roku's Action Ads, which allow for interactive elements like QR codes and prompts for app downloads or store locators. • Roku Ads Manager is designed to attract performance-oriented advertisers and includes shoppable TV capabilities, including an integration with Shopify that allows viewers to purchase items directly using their Roku remotes. AdExchanger https://lnkd.in/gcwivHrR

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Pause ads are gaining traction across streaming platforms, with Hulu, Prime Video, Max, Peacock, and Netflix all experimenting with this approach. Roku might be the next big player to join the trend! Roku is on the verge of expanding its ad capabilities with a new patent for "HDMI customized ad insertion." According to Morning Brew, the application in question is for “HDMI customized ad insertion.” According to the filing, the tech would be able to, through a display device’s HDMI connection to a media device, pick up when any kind of content is paused on a media device and proceed to display an ad. The patent could be issued soon following a Notice of Allowance from the US Patent and Trademark Office (USPTO). #Roku #AdTech #StreamingTV #PauseAds #Innovation #Marketing

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Hank Green, a creator OG, is sparking a conversation on the creator economy's future. Read it here: https://lnkd.in/gPNEef9S.   Here's why it matters to brands and creators:   Creators wield massive influence, building communities and impacting brands. But they're at the mercy of platform algorithms.   I think it’s high time that brands seriously consider creators as partners, not just content machines. Understand their audience and build genuine connections.   For investors, it’s also important to rethink creator investment. Creators are diverse. A one-size-fits-all funding model won't work. It might be a better idea to focus on creator sustainability instead.   For creators, authenticity and long-term value are key. Don't chase trends. Instead, build something that lasts.   The AI boom might fizzle, but human connection thrives. The future of the creator economy is about genuine connections.   Brands that invest in long-term partnerships with creators who prioritize value creation will succeed.   What do think? Share your thoughts on the future of the creator economy in the comments.   #creatoreconomy #creators #brands #futureofwork

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RIP to some real ones ~ Next TV,  B+C, and Multichannel News. When I first started 43Twenty I wrote my first thought leadership piece on Multichannel, so I'll always have mad respect for y'all, but rest assured... On behalf of The Streaming Wars, I WILL CARRY THE BATON FORWARD FOR YOU!! Make sure ya'll follow us on Linkedin, but more importantly grab our newsletter. We just wrapped up our first quarter in our expanded format and we're just getting started over here. We not only cover the streaming industry, but we're actually IN the streaming industry And unlike "traditional publications" which we're def not ~ I'm not afraid to share what we're working on this week, - People in our industry don't know actually what counts as a DTC subscribers, we're writing a piece on that - The Streaming Madman is gonna riff on the DirecTV and Dish merger ~ as well as give you his Top 5 worst mergers of all time. - Why all streaming services need to be cracking down on password sharing - A look at Audience Segmentation in CTV - And more thangs. WE OUT HERE! Former Next TV heads, let's connect!

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✅🖥️ Yahoo Finance (9/12): “In an early renewal of their multi-year deal, the companies said an ad-supported version of Max, which includes all HBO and Discovery+ content, will be available to all Spectrum TV Select packages. Charter is the nation's largest pay TV company. Max and Discovery+ will be added to Spectrum's bundle, which already includes streaming platforms such as Disney+, ESPN+ and Paramount+. As part of the agreement, Spectrum will continue to carry Warner Bros Discovery's TV network portfolio, including sports network TNT, CNN, Food Network and Discovery. The media and entertainment giant's TV business has been struggling due to cord-cutting by consumers and weak recovery in the advertising market.” ⬇️ #streamingtv #ctv #ott #mvpd #cordcutting #avod https://lnkd.in/ey68mGEB

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HireInfluence is not alone in building closer relations with social networks. In June, Sprout Social partnered with Snap to access profiles, insights and target audiences through its influencer platform Tagger. Influencer marketing platform CreatorIQ in May also inked a partnership with Snap to expand its creator discovery capabilities, making it easier for marketers to manage and measure engagement on creators programs. CreatorIQ works with some 1,200 global advertisers, from Logitech to Unilever. CreatorIQ’s integration with Snap comes after seeing a 140% year-over-year increase in its Snap campaigns in 2023. With this deal, CreatorIQ said it will be able to get optimized creator activations and measurement, such as targeting more audience engagement and brand recall. Previously, Snap did not offer API access — so CreatorIQ had to manually work with data, explained Tim Sovay, chief partnerships officer at CreatorIQ. “[It] severely limits scalability and the ability to optimize,” Sovay said. “Our customers want access to every social media platform where creators exist at scale.”

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Snapchat burst into the scene in 2011, a time before Stories and vanishing messages.   The platform has revolutionized communication with its ephemeral content.   What’s ephemeral content, you may ask?   Think snaps that disappear after 10 seconds. The same principle can be applied to Stories that vanish after 24 hours.   The fleeting nature of these fads creates a sense of urgency and excitement.   You can say the fear of missing out kicks in, encouraging users to engage in the moment.   But Snapchat’s impact goes beyond a quick thrill. We see echoes of Snapchat on Instagram and Facebook Stories.   Ephemeral content fosters authenticity. It inspires users to focus on the present.   But what does this mean for brands and marketers?   Snapchat’s sense of urgency can be leveraged to drive engagement and conversions.   It’s worth exploring Snapchat’s potential implications for marketing and beyond. This article does a great job ⬇️   #Snapchat #EphemeralContent #SocialMediaMarketing #Communication #TheFuture https://lnkd.in/gYR9se8G

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Fantastic article by Jaime Robinson in ADWEEK about independent agencies. For the past 6+ years Keynes Digital has always supported the indie agencies and we couldn’t be more excited about the future for these incredibly talented people. Jonathan Kantor Kejal Macdonald with Zuzu Digital exactly what we spent time discussing recently. #agency #independentagency #partnerships #owneroperators #marketing #mediamixmodeling #mmm #brand #brandmarketing #brandresponse #creative #graphicdesign #webdesign #emailmarketing #marketingagency #digital

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