Megan Conahan

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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Great read from Bill Duggan about the importance of standardization when it comes to retail media networks' measurement. "Retail media networks are walled gardens—they are ad ecosystems that don’t share data—making it difficult to compare RMNs. To optimize investment, marketers need to be able to make apples-to-apples comparisons between RMNs," writes Duggan. #PerformanceMeasurement #Retail #Media #Advertising

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Want to make the most of your advertising? LinkedIn Advertising Solutions and LiveRamp have partnered to help brands measure campaigns accurately, gain valuable audience insights, and deliver personalized ads while keeping data secure. Learn how we do it!

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Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting Per Advertiser Perceptions and NCSolutions: * System1Group Chief Customer Officer Jon Evans says, “Creative is the number one factor in explaining the performance of your advertising, and yet most marketers still don’t realize it. That means that those who focus on getting the creative right have a huge competitive advantage.” * Andrew Tindall, System1’s SVP of Global Creative & Media Partnerships, asserts, “We need to be bold, unapologetically say no to things to get time to make better ads, and partner with the right agencies the bring the talent, tools, and knowledge to make work that works.” * Les Binet and Sarah Carter caution, “Don’t target too narrowly. It may be efficient, but it’s rarely effective. Tight targeting means low sales and profits.” Via the link below, executive summary, video explainer, and deck.

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A smart move by Colgate-Palmolive. It's not that people don't want to share any of their data - they want a fair exchange of value in return (and they want to be the ones to make the decision, not the other way around). “We’re not collecting data just to have it. It’s important that there’s a reason behind everything we collect – a value proposition.” #FirstPartyData #DigitalMarketing

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The clean room future is no longer on the horizon – it’s here. And for leading companies in every industry, clean rooms are transforming marketing strategies. 80% of advertisers spending over $1B on media are already using them. But here's the thing – most brands are only scratching the surface. While many are using clean rooms for audience insights, only a third are leveraging advanced measurement like attribution and ROAS. And broader collaboration across partners and complementary brands offers even greater potential. Modern clean rooms are now fully interoperable, breaking down silos between brands, retailers, and media partners. In talking with companies across industries, I constantly hear their desire to get started, but also recognize that this represents unexplored territory for many. To help companies navigate the complexity, LiveRamp has put together a playbook of some of the most common tactics, and I've attached a link here. Happy reading!

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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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What. A. Rollercoaster. George London at Upwave via Marketing Dive does a masterful job discussing Google's reversal to now retain cookies after years of touting their deprecation. Quote: "The repercussions of Google’s failed experiment are far-reaching. The credibility of privacy-enhancing technologies has been tarnished by association. Many advertisers have doubled down on potentially less privacy-friendly alternatives to #cookies, or feel vindicated in never having tried to move off cookies at all. The uncertainty surrounding the open web’s future has accelerated the flow of ad dollars into walled gardens, ironically concentrating more user data in the hands of a few tech giants." This was a good read for anyone in the #digitalads space.

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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/gt2aM2jG

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Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

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Everybody's going to be a brand marketer over the next decade, because direct response traffic sources are going to go down, by and large. — Kipp Bodnar, CMO, Hubspot “I'm willing to stake my reputation as a B2B marketing thinker on the fact that if you successfully reach the whole buyer group, if you reach hidden buyers, just as well as target buyers, you will see an immediate spike in activity that will allow you to close more deals faster,” Schwarz told Mi3 in late July. https://lnkd.in/evmkGUDx #branding #b2b #marketing #backtothefuture

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CTV ads + first-party data = your new marketing power couple 🤩 Want to learn how brands like Kroger and Nielsen are making the most of CTV? LiveRamp's CTV Activation Guide for Brands is here to help you turn viewers into buyers, one ad at a time. https://lnkd.in/gvkYGNV9

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Adtech M&A is certainly heating up. Last week Digiday reported that Teads is exploring various sale options. This kind of news piques our Quo Vadis curiosity. So we did our best to puzzle together a fundamental valuation model. As imperfect as it may be, our model tells us that $2.2 billion is close to the magic number. Get the details and see how we get there: https://lnkd.in/ee6wEyXM Subscribe to Quo Vadis to follow this very interesting adtech valuation story! #adtech #programmatic #radicaltransparency

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Some good points are made by PubMatic’s Andrew Baron in AdExchanger’s latest Data-Driven Thinking column. Ironically, cookies were never that big of a problem in the first place—your humble, anonymous cookie is far less personal than a hashed email (which, as the FTC recently reminded us, is in fact still PII). But to the writer’s point, years of worrying about their impending deprecation have led to some very positive changes. First- and carefully curated and enhanced second- and third-party data will always yield better results, assuming you can protect the privacy of the consumers who produced it. And yes, whatever more personally identifiable data you’re working with—whether it’s sell-side targeting, modeled audiences, or contextual signals—alternative IDs have shown great promise in creating a layer of privacy protection. However, the real challenge arises when these identifiers traverse the bidstream and are shared with third parties. No matter how secure your encryption, once data leaves your control, it’s vulnerable to exploitation or reverse engineering. Anything can happen. The signals aren’t the problem—it’s the way we’re sharing them. We built Symitri to solve these inherent privacy challenges in adtech infrastructure. By ensuring that personally identifiable data never leaves the control of its owner, Symitri offers truly deterministic targeting without sacrificing privacy. With Symitri, you can achieve precision, performance, and privacy—no compromises necessary. #Symitri #Privacy #DataProtection #Trust #TRUSTX https://lnkd.in/eS9Aem8B

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Great conversation with Ian Michels! Some highlights: *️⃣ It’s much more of a human problem than an attribution problem; *️⃣ It’s not about the models that come with the tool, its how you’re getting everybody to agree with and understand the attribution data; *️⃣ Quality of data is a big challenge to using attribution; *️⃣ Everything goes better with great targeting On that last bullet -- your attribution reports are going to look a lot better when you filter them to your ideal customer profiles. Getting your ICPs right delivers huge benefits that extend well beyond attribution 🚀

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🎙️ This week on The Big Story: Josh Walsh of BranchLab discusses why a ban on TV drug ads under the Trump administration is unlikely, despite rising scrutiny. Plus, we dive into Forrester’s new SSP wave report. 🎧 Tune in for the full breakdown!

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Marketing, tech, and finance need to be on the same team if you want sustainable and lasting success in your marketing department, and as a company. Communication is key. Everyone needs to be on the same page, not just departments communicating with themselves. Get together for strategy building, and you'll find yourself with a clearer picture. #Marketing #MarketingStrategy #BusinessGrowth

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Signal loss is no longer something marketers can ignore. Deloitte recently reported that companies risk losing at least $91 million in revenue per year due to the deprecation of third-party ad IDs. Why is signal loss a problem, and what can you do about it? In part two of my new two-part series on signal deprecation, written with WasteNot, I explain how the loss of third-party data is impacting the two things marketers care about most: 🛍️Personalization 📊Measurement I also share guidance on how marketers can leverage first-party data and new innovations to not just survive, but thrive in 2024 and beyond. See part two here:

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CTV ads + first-party data = your new marketing power couple 🤩 Want to learn how brands like Kroger and Nielsen are making the most of CTV? LiveRamp's CTV Activation Guide for Brands is here to help you turn viewers into buyers, one ad at a time. https://lnkd.in/gJrD7qt3

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