Lara Mehanna

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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Google 🍪 announcement + Oracle 💰 settlement signal a shift to Consumer-centric advertising. The recent #adtech developments at #Google and #Oracle may seem disconnected at first, but they signify a significant shift towards consumer-centric advertising. Alongside Apple, these tech giants are embracing privacy concerns and strategically repositioning themselves by prioritizing consumers. This move aims to reduce risks and drive growth by empowering consumers, advocates, and next-gen companies to innovate new approaches in place of legacy adtech. The ripple effect is evident, with companies like Amazon and Meta expected to follow suit to mitigate the legal and financial risks highlighted in the coverage of Oracle's recent settlement. I transitioned from retail and ecommerce to adtech two decades ago with a vision to revolutionize advertising by attacking the inefficiencies of offline methods adopted in the digital realm. Seemed like an easy fix but it turned out to be a long slog. I also saw the inherent risk from cookies that hold adtech together to this day. Now it seems the consumer is finally getting a seat at the advertising table, and they don't like cookies or spam. For advertising and publishing businesses, the time is ripe to pivot towards alternative strategies in alignment with this evolving landscape. Seeking expert guidance to navigate these transformations could be the key to staying ahead in this dynamic environment. DM me for a chat or simply to chew the fat :) Google announcement - https://lnkd.in/gu9a-wba Oracle coverage- https://lnkd.in/gA9H-Fey My take from 2013 - https://lnkd.in/gB8QCjF

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 As CTV ad spend increases, advertisers face ongoing challenges in the areas of measurement and attribution. With CTV now a critical part of the media mix, our new report with MNTN breaks down why brands need CTV-specific methodologies to confidently measure their campaign performance and outcomes. #sponsored https://lnkd.in/eJKzq3by

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LinkedIn's venture into Connected TV (CTV) advertising highlights a significant shift in B2B marketing, aiming to intersect personal and professional lives of users. By tapping into streaming platforms such as Roku, Samsung, and NBCUniversal, LinkedIn provides its B2B marketers with an innovative channel to engage with audiences beyond the typical work environment. This expansion underlines the platform's unique approach—utilizing detailed user data to target ads more effectively, based on professional roles and workplace information. Explore how LinkedIn’s new CTV placements can enhance your B2B marketing efforts. Learn more: https://buff.ly/3PSDLfa #marketing #advertising #digitalmarketing #content #cmo

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E-commerce remains a small part of retail — 16% of total retail or 22% of core retail as of the second quarter — but has lately contributed more than its share. Over the past four quarters, e-commerce drove 53% of growth. In the past, it was closer to 30%. It is interesting to see that, relative to 6.5% e-commerce growth, the largest retailers, Amazon and Walmart, and new upstarts from China, Shein and Temu, are outperforming the market. Meanwhile, many smaller players, including eBay and Etsy, saw flat or negative growth. #ecominsights https://lnkd.in/eqrKEv47

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Interesting insight into conversations between Google and publishers, all seemingly focused on yield optimization for their respective organizations with little discussion on improving advertiser campaign performance or return-on-ad-spend. Advertisers investing in programmatic digital media really need to take note of the continued lack of transparency, hidden ad tech fees, and manipulative pricing methodologies that are emblematic of this space and that are sapping their working media dollars.

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Discover why 99% of orgs plan to leverage data collaboration this year. 🤝 Download LiveRamp's latest trends report to: ✈️ Find out why data collaboration has become mainstream, expanding beyond marketing to new industries and use cases 🔍 Uncover the latest trends in data clean room adoption 💡 Learn how AI is transforming data collaboration use cases – and data collaboration itself

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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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With the rise of global privacy laws, the advertising industry is undergoing significant change. In conversation with Marketing Dive's Sara Karlovitch, Rachel (Eisenberg) Gantz, Managing Director of Proximic by Comscore, a Broadsheet client, discussed the company's inaugural State of Privacy in Advertising report, diving into some key challenges advertisers face in navigating mounting regulations. Rachel’s insights offer a clear reminder that privacy compliance isn't just about ticking boxes—it’s about creating a more trusted and effective relationship between brands and consumers. Check out the full article here: https://lnkd.in/gXn73WUf You can find the full State of Privacy in Advertising report here: https://lnkd.in/g7n2wr_R #AdTech #ClientInsights #Broadsheet #Proximic

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Relevant non-endemic ads perfectly compliments retail media. Learn 4 ways to unlock the benefits of non-endemic advertising with Rokt. Well said, Jason Sigalos!

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Don’t miss out on this opportunity to future-proof your digital strategy and discover how to leverage AI, retail media channels, and influencer collaborations to supercharge your marketing efforts. Webinar leader, Jeremy Kagan who literally wrote the book on Digital Strategy. #webinars #digital #advertisingagencies

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Yahoo DSP is ushering in 2025 as the Year of Choice & Control for advertisers. With privacy-first solutions, dynamic creative optimization, and cross-channel measurement tools, we’re giving marketers the reins to design campaigns that truly resonate. Check out Yahoo DSP’s GM, Adam Roodman's thoughts on what marketers can expect in 2025 in AdExchanger: https://lnkd.in/e-7w7x-N

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According to our 2024 Annual Marketing Report, 70% of marketers plan to increase performance marketing spend at the expense of brand building. This shift may drive immediate results but risks undermining long-term brand health and sustainability. For future success, marketers must balance short-term gains with long-term brand investments, guided by holistic, data-driven measurement. #BrandMarketing

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CDPs are on the critical path of helping brands become more customer centric. Thanks to David M Wallace of the IDC for his recent coverage of Twilio's intensified focus on Segment CDP. Check out the full report here https://lnkd.in/g7893edA

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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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Understanding and integrating the user's intent is how you create more profound, lasting relationships with your users. It’s one of the critical pillars of our Intelligent Experiences. Get a deeper dive from the legend Chidi Achara #IX #Huge

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