Lara Koenig

The recently released IAB Digital Out of Home (DOOH) & In-Store Retail Media Playbook offers an in-depth look at how brands and retailers are collaborating to deliver an omnichannel consumer experience and implement closed-loop measurement. See the playbook to learn about: - Merchandising and In-Store Shopper Marketing - Consumer-Centric Strategies in Retail Media Advanced Measurement and Optimization - In-Store Venues and Zones Download the playbook now: https://bit.ly/3yZDH7O

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A compelling argument for the importance of experiments and the use of Bayesian modeling. The objection/notion of isolated, walled garden experiments is slowly becoming obsolete. As advertisers increasingly leverage open-source or proprietary geo/user-based experimentation on their own internal metrics, the need for incrementality testing as the gold standard for establishing media causality becomes undeniable. Incorporating experimental data into a Bayesian framework should enable more accurate and actionable insights in this regard.

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Brands aren't just leveraging influencers for reach anymore—they're tapping into their audience data + industry insights to inform larger strategies. Megumi Robinson recently chatted with Matthew Schwartz about what's changing in influencer marketing on the Association of National Advertisers Champions of Growth Podcast. Access a conversation recap and the full episode here: https://bit.ly/3AqO5Gv #b2b #b2bmarketing #influencermarketing #newstrategies #trends

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Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

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Why should advertisers be working with SSPs on curation? Stacy Bohrer spoke with MarTech Series on working with trusted partners to navigate constant change and how OpenX's people-based identity graph helps advertisers' targeting. Catch the interview here: https://bit.ly/3WZ7Mhy #DemandAddressability #Curation

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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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If you're looking to learn more about measurement in creator marketing, definitely check out what Gazmend Alushi has to say on the FutureView Podcast! https://lnkd.in/eR7uFthy

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Earlier today, Omnicom announced a strategic partnership with Amazon around its Amazon Ads service. This partnership will connect audience data to browsing and shopping insights. Annalect's Chief Experience Officer, Clarissa Season, noted the following: “We‘ve created an ecosystem that allows us to connect viewership data to audience data to the Amazon sales data, with the addition of Flywheel. We’re able to say . . . Here’s the consumer we want to go after, here’s what they’re watching. And then, what did they buy as a result of being exposed to that ad? It really is kind of full funnel.” See the full Digiday article here: https://lnkd.in/eb_YxSSt #CannesLions #OmnicomCannes

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Measurement is key to maximize (and prove) marketing impact. Kroger shares how they hold traditional reach mediums like CTV accountable to actual conversion outcomes. Explore more from LiveRamp's #RampUp24 here: https://lnkd.in/gEfnYkfz

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Our CMO, Ashley Fletcher, joined CEO at Optmyzr, Frederick Vallaeys, on PPC Town Hall to discuss the impact of SGE on paid search. Is Google's Search Generative Experience shaking up your PPC strategy? The way users search is evolving, and advertisers need to adapt! 🤓 In the webcast, Fred and Ashley dive into: 👉 How Generative AI & SGE affects both organic and paid search performance 👉 Strategies for navigating privacy regulations in Google Ads 👉 Solutions to extortionate Brand CPC increases with Google Ads Watch the webcast now in case you missed it: https://lnkd.in/emYYfR57 #ppc #sge #googleads #genai #ai #brandcpc #webcast #ppctownhall Plus, check out our Brand Activator solution in the comments to see how you could save 20% on brand search ads. 👇

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Day one of the Digiday Media Buying Summit starts now! Catch Christopher Morse on stage at 3:40pm as he tackles data misconceptions and shares how agencies can evolve into strategic partners that meet brands' growing demands. While you're there, be sure to connect with the rest of the Alliant team—they're ready to chat! Schedule a meeting: https://hubs.ly/Q02Tp--K0 #DigidayMediaBuyingSummit #AudienceTargeting #DataStrategy

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Our CMO Jon Schulz sat down with Bevin Fletcher of StreamTV Insider to discuss how #ViantAI is simplifying the complexity of media planning and campaign execution. A shift that Needham & Company analyst Laura Martin says will be "huge, huge." Read the full discussion below. #AI #Advertisers #Marketers #DSP #Programmatic #GenAI #Automation #AdTech

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AI in creative development is no longer about trial and error. New research from Yieldmo and Ascendant Network highlights how marketers are applying AI strategically. #sponsored https://lnkd.in/eq7HbTmm

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🔍 Have you explored our latest report yet? We're revealing how marketers are harnessing #AI strategically to elevate creative and drive results. Dive into the insights and discover how AI can boost efficiency and innovation in your campaigns! Linked below ⬇

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Earlier today, Omnicom announced that it will be the first holding company to integrate into the new Instacart Developer Platform (IDP), a publicly available API program that leverages Instacart's industry-leading online grocery platform to supercharge third-party digital experiences. Our Chief Experience Officer, Clarissa Season, noted: "This integration legitimizes influencers as a media channel even more because of the clarity it provides. We view this level of outcomes-based measurement as a significant step forward." You can read the full Digiday piece here: https://lnkd.in/gm7DbAY5 #OmnicomCannes

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Writing for Association of National Advertisers, Peter Crofut, VP of Business Development at Wurl, explores how innovations in emotional targeting, GenAI, and strategic partnerships are paving the way for a new era in CTV. Read his full piece at: https://lnkd.in/eKgWMgY4

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Adrianne Pasquarelli of AdAge just published this piece with advice from veteran CMOs to rookies https://lnkd.in/e7-X_hAS This is exactly why Marisa Mulvihill and I created this quick guide for new CMOs, including What to Ask, What do Do, and Where to Look (might be time to update resources!): https://lnkd.in/er-dEYh9

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Are we in a new era of retail media? Retail media spending is projected to reach $55 billion this year – but the challenges of this channel haven’t gone away. Read the full report to learn how CTV is providing advertisers more retail media options. https://bit.ly/46IXfdh

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