Matthew Conlin

More and more retailers are building ad platforms. But how should brands decide which retail media networks to work with? Nich Weinheimer, Skai's EVP of Strategy, has three key factors to consider : 👥 1. Align Goals & Audience: Match RMN with your goals & target buyers. Think beyond purchase locations! 🎯 2. Target Smartly: Use RMN data to target by demographics & purchase history. Understand each network's options. 📏 3. Metrics Matter: Ensure the network measures success aligned with your goals (e.g., customer lifetime value). Learn about the other key factors in this Street Fight article: https://okt.to/FhtNla

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I shared our new partnership with Nano Interactive yesterday…and already we can see proof of the value for Brand Advertisers as detailed in this case study involving The HEINEKEN Company. It exemplifies a significant advancement in ID-free targeting solutions for CPG advertisers. This collaboration has proven its value by enhancing brand metrics and driving substantial ROI through a pilot campaign with Heineken, focusing on the Cruzcampo beer brand in the UK. Key Outcomes of the Cruzcampo Campaign for Heineken Enhanced Brand Awareness and Market Penetration •           The partnership's pilot campaign with Heineken aimed to increase brand awareness and market penetration for Cruzcampo, a relatively new beer brand in the UK market. By leveraging Nano’s ID-free Intent Personas and Circana’s ProScores™ data, the campaign effectively targeted potential customers in a privacy-friendly manner
 Significant Return on Investment (ROI): • The use of sophisticated modeling techniques and real-time consumer journey data allowed for precise targeting and optimization of campaign spend. This strategic approach led to an ROI that exceeded the set benchmark by 43%, demonstrating the financial viability and effectiveness of the partnership
 Improved Consumer Consideration: • The campaign not only focused on enhancing brand visibility but also aimed at increasing consumer consideration for Cruzcampo. By utilizing in-store shopper sales data, Nano and Circana were able to measure brand uplift and adjust their strategies to maximize impact on consumer perception and buying behavior
 Strategic Implications for CPG Advertisers The success of the Nano and Circana partnership through the Heineken case study provides several strategic insights for CPG advertisers: • Privacy-Friendly Targeting: In an era where consumer privacy concerns are paramount, the ability to deliver effective advertising without relying on personal identifiers is a significant advantage. This approach aligns with current data protection regulations and consumer expectations
 • Data-Driven Decision Making: The integration of Circana’s PoS data with Nano’s contextual analysis tools enables advertisers to make informed decisions based on comprehensive market insights. This data-driven approach ensures that advertising spend is optimized for maximum effectiveness
 • Scalability Across Markets: The demonstrated success of the pilot campaign suggests that this ID-free targeting solution can be scaled across different markets and brands within the CPG sector. This scalability makes it a versatile tool for global CPG companies looking to enhance their advertising strategies https://lnkd.in/ghXtrx3U


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Ready to enhance your privacy-first advertising strategy? Seedtag Academy is excited to introduce ‘Privacy-First Advertising Pro.’ This new certification brings you the essential knowledge and skills to excel in privacy-first advertising. Discover everything to implement effective strategies that prioritize user privacy, including: 📈 The evolution of privacy in advertising 👨‍💻 How user data is collected and implications for advertisers 🔐 Key elements for crafting privacy-first campaigns 🚀 Emerging trends that are shaping the future Get certified for free in less than an hour: https://lnkd.in/e2YS_V4M #SeedtagAcademy #Certification #PrivacyFirst #DigitalAdvertising

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✅🖥️ AdExchanger (11/8): “Well, without breaking out new revenue metrics, The Trade Desk divulged some interesting tidbits about their business. For instance, while the company doesn’t disclose CTV revenue, CEO Jeff Green said CTV is now the largest media channel for TTD. CTV has flipped the equation on web display and mobile. Similarly, a year ago, Criteo finally reported retargeting revenue as less than half of its total. The Trade Desk is touting its long-held ambition to have more CTV than banner ads. Currently, video ads, which encompass CTV, are close to 50% of TTD’s overall business. Soon, TTD will be primarily a video ad buyer. “It’s hard not to be bullish about CTV when it’s both our largest channel and our fastest growing,” Green said. And while CTV and retail media have been staples of every Trade Desk quarterly report for years on end, Green also put the focus on a few new opportunities, now that CTV has matured into the business, not just a rhetorical goal. The other premium media channel for programmatic to unlock is live sports, Green said. “I expect over the coming years to see programmatic spot markets and sports become best friends,” Green said. Live sports are counterintuitive for programmatic advertising. Those spots tend to have a very high premium and go to sponsors, rather than an open auction. But, Green said, “because (live sports inventory) is often scarce and often highly sought out by brands, and it changes very quickly, it really is built for programmatic advertising.” ⬇️ #streaming #ctv #ott #livesports #avod #fast #tvos

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✅⬇️ AdExchanger (5/24): “To some degree, the digitization of TV marketing is inevitable. Wall Street investors prefer advertising and media companies with the most promising long-term profitability. One way to get there is for streaming companies to access shopper data and strike partnerships with retailers to court advertisers with the promise of performance and attribution. Publishers want to relabel connected TV as a performance channel, (an analyst) said. But if that happens, she continued, “CTV will lose its cred” among buyers and brands as a viable replacement for legacy linear commercials. Say what you will about linear, but it’s a mass reach vehicle. And if CTV doesn’t provide the same reach opportunity, Wall Street may cool on public companies with a CTV advertising business, (the analyst) said. The reality is, upper-funnel channels, like streaming, have a strong downstream impact on outcomes even if they don’t directly drive a purchase. For example, CTV’s ability to drive mass reach and brand awareness is why more retail media spend is moving to streaming, said Max Willens, a senior analyst at eMarketer, also speaking at Programmatic I/O this week. According to eMarketer, the proportion of retail media spend going to CTV should grow from 12% this year to 20% by the end of 2027.” ⬇️ #shoppabletv #streamingtv #programamtic #ctv https://lnkd.in/eu7AbtTU

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Temu is heading into the Q4 holiday shopping season with its weakest US Google shopping ads presence since Q1 2023. While it had briefly risen to rival Amazon in terms of the number of US retail and ecommerce advertisers under Tinuiti management that saw it as a competitor back at the end of 2023, those days have now long since passed. By comparison, Amazon’s shopping impression share against US advertisers is higher than it was a year ago. And while there was a one-week period in the middle of September during which it looked like Amazon was pumping the brakes, it quickly rebounded the next week to where it was earlier in the quarter. For US retail and ecommerce advertisers, Temu isn’t a non-factor in Google shopping auctions, but it is much more similar to eBay these days than it is to the leading US ecommerce site. It will be interesting to see how that plays out in Q4, a period in which Temu rapidly expanded its shopping presence back in 2023.

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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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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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As the allure of RMNs grows, marketers will need to exercise caution given the numerous challenges ranging from the lack of transparency to regulatory risks, and the growing acceptance of conquest marketing and the leverage that provides retailers.

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✅🖥️ DIGIDAY (6/27): “NBCU and Warner Bros. Discovery (WBD) are making inventory on the Peacock streaming platform and the Eurosport website and supporting apps available to buy in private marketplaces (PMP for programmatic advertisers). That development could mean brands with smaller budgets can access huge Olympic audiences previously fenced off to big spenders. Peacock is set to carry the entire Olympic schedule — over 5,000 hours of live sports — and ads running against that coverage will all be available to buy programmatically, via a partnership with ad tech provider The Trade Desk. At the same time, Warner Bros. Discovery, which holds coverage rights across Europe via its Eurosport brand, has also begun to make inventory on its Olympic coverage available programmatically. It launched a new marketplace in May, WBD Connect, which gives advertisers access to ad inventory across CNN International Commercial (CNNIC) and WBD Sports Europe, including Eurosport, in partnership with ad tech vendor Magnite. While Eurosport streaming ads WBD’s streaming platforms Max and discovery+ will not be available to buy programmatically, the publisher has put ads on the Eurosport website and apps on the table. Like NBCU, the majority of WBD’s inventory is available via PMPs, though it’s also making a limited inventory available to the open market via pre-bid and in-app mediation.” ⬇️ #streamingtv #programmatic #olympics #ctv #ott #avod #smarttv https://lnkd.in/eeGpq4d7

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More than just media.

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Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging

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Great Digiday piece we collaborated on regarding "Incrementality Testing." Punch Line: Majority of consumer brands are over relying on platform data and GA4 for media mix and budget decisions. Without broader match-market testing, controlled experimentation and customer survey processes, brands are not looking at the full picture and are often misallocating 10-30% of media spend. We see it often where brands are so focused on Meta and Google optimization (because the reporting is familiar) that when we test expansion channels like YouTube, CTV, OOH, Linear, Direct Mail, the same impact and results are expected. Often the last click data on these investments is low, but through incrementality testing, they are often much more demand generative than brand search, retargeting budgets, etc. Brands need the right measurement approach and data to drive growth and make sure their dollars are going to the most demand generative areas. https://lnkd.in/ef9AcT7B

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

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In Q3, we saw that advertising verticals maintained their focus on cookieless inventory. Most likely because this is the direction the industry is heading and third-party cookies will slowly make their exit. See how top advertiser broke down their programmatic budgets. https://lnkd.in/erK_zKCN

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This is absolutely worth a read for any brand looking to explore the RMN space and any advertiser assessing where to invest their dollars for the greatest impact in 2025.

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✅🖥️ AdExchanger (8/1): “Roku added 2MM HH accounts last quarter, bringing its total to 83.6MM. And advertisers can match these Roku accounts with UID2 identifiers to target their audience on Roku. By adding UID2, Roku advertisers will be able to “achieve more precise targeting,” said Charlie Collier, president of Roku Media. And Roku advertisers who want to use UID2 can use the Roku Exchange, a more direct, data-enriched path between Roku supply and programmatic demand launched in June. Roku Exchange is integrated with an array of DSPs, including The Trade Desk. Roku’s new integration with The Trade Desk is only a couple of months old, Collier said, but “we’re pleased with the progress and we think this will continue to drive demand [to Roku].” ⬇️ #streamingtv #ctv #ott #smarttv #tvos #cordcutting #programmatic https://lnkd.in/ekZP8fna

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What’s the key to unlocking retail media’s full potential? Alignment on measurement models. Dive into the IAB Connected Commerce Summit replay to explore game-changing insights from LiveRamp. Replay available now: https://lnkd.in/d4BnW7uX

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