Mike Ng

Thank you to AdExchanger’s Allison Schiff for this multi-dimensional and cathartic discussion on the state of marketing measurement and optimization today. The widespread use of last-click is the scourge of marketing, and the broader economy. It must be relegated to only the most specific of circumstances…unless marketers like to overpay for conversions they would receive anyway. #adtech #measurement #incrementality Check out our chat below: https://lnkd.in/eem3NXhE

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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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In a world where speed and efficiency are paramount, how do we ensure automation enhances our strategies without compromising creativity? This recent article from AdExchanger highlights how automation tools can streamline processes like targeting and optimization, allowing marketers to focus on the creative aspects that drive results. At Perform[cb], we’ve been leveraging these advancements to boost campaign efficiency without sacrificing the uniqueness of each strategy. It’s all about finding that perfect balance. How are you incorporating automation into your marketing efforts? Share your thoughts below! Read the full article here: https://lnkd.in/gQzJysBy

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Packed house for #ATSL24 and a great discussion between Jeff Green, CEO of The Trade Desk and our own Ciarán O'Kane of FPC and ExchangeWire. The discussion touched on the lack of VC participation in AdTech (despite being a $1 Trillion addressable market). “Generalist VCs avoided AdTech because it’s complex. They often don’t understand why they’d win or lose”. This summed up exactly why FirstPartyCapital exists. A $1T+ complex sector needs specialists to fund innovation, provide deeper DD, illuminating context, access to networks and relevant portfolio support. Over time we hope this provides a stronger signal to generalist VCs and PEs. Look out for Rich Ashton Jack Tunney Alex Powell Mike Follett Mark Giblin Dan Jones Rafael Michelucci Ed French Shane Shevlin Lumen Research LightBox TV Contxt Media Bedrock Platform Exiber Pixels AI

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🎉 Big news, marketers! Wunderkind just launched our supercharged Identity solution, and it's a total game-changer. Here's why you should be pumped: 🚀 We've rolled out some seriously impactful upgrades: • Identity enrichment ecosystem • Cross-device graph • Server-side tracking • Renewed privacy compliance Why does this matter? Because in today's digital landscape, recognising your customers and delivering personalised experiences is everything! With these new features, you can: ✅ Collect first-party data like a pro ✅ Recognise consumers across devices (we're talking 9 billion+ annually) ✅ Deliver tailored messaging at scale Stay tuned for more details on how this can transform your marketing game. https://lnkd.in/eDS4YXET #MarketingInnovation #IdentitySolution #PersonalisedExperiences

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If, like The Trade Desk, you're concerned about bad ad-to-content ratios, Acceptable Ads might be the solution. The Acceptable Ads Standard, governed by the Acceptable Ads Committee, requires that "all ads that are visible in the browser window when the page first loads must not collectively occupy more than 15% of the visible portion of the web page." This is how you ensure that your ads are not only seen, but remembered, by users who have consented to seeing ads. https://lnkd.in/d_eFvcJz

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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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Competition continues to heat up in the search market, as AI and new technologies are forecasted to upend Google’s majority share, according to the Wall Street Journal. While some welcome this shift, many overlook the bigger issue: brands have focused heavily on acquisition, yet customer retention challenges remain. Marketing isn’t an either/or scenario; acquisition and retention are essential for sustainable growth. As marketers navigate the ever-evolving ad landscape, forward-thinking brands will seek innovative solutions (yes, AI) that boost profitability and deepen engagement within their existing customer base. https://lnkd.in/eCmpjEKk #digitalmarketing #marketing #innovation

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This is an incredibly big deal for Zeta Global. At A’Maison: The House of Amazon @ Cannes Lions 2024, we announced our partnership with @Amazon to advance generative AI by integrating AWS foundation models into the Zeta Marketing Platform. This powerful combination will bring easy access to omnichannel marketing capabilities for businesses. Check out this @ Forbes article to learn more about the impact of this product. 🌟 #CannesLions #GenAI #MarketingInnovation https://lnkd.in/grPpnaPy

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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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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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"The new data foundation that drives ad experiences will be built, above all, on optionality and consent." I know the unfamiliar isn't always appealing, but the sooner advertisers can wrap their heads around this idea, the better. It's what trust is built on. #Data #Trust #Consent #ConsumerTrends #Engagement

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#RetailData #Datadrivenmarketing understanding the overlap and unique audience reach of your publishers, data providers, and measurement partners is critical to succeeding in a rapidly changing identity landscape https://lnkd.in/gmwmRS9p Dollar General The Trade Desk

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New Breaking Through the Mayhem podcast episode alert! 🚨 I had the pleasure of joining Adam Katz, CEO of Sightly, for an engaging discussion on empowering the future of AdTech. We dove into topics like minimizing bias in AI, the importance of data quality, and career growth in our industry. We discussed the importance of fostering a culture of mentorship and providing opportunities for growth, especially for both those just starting out in the industry and seasoned leaders. I emphasized the need for companies to find eager people with grit and a can-do attitude, and to encourage collaboration across teams. Shoutout to Walt Cheruk for pushing me to learn ad ops hands-on early in my career at Carat, and to Jeffrey Bustos for some friendly competition in growing our LinkedIn networks! 😄 At the IAB, I'm proud of the work we've done, like our guide on minimizing bias in AI for marketing. I mentioned how the IAB has stepped up our game in recent years, offering events and programs that tackle the most pressing issues our members face. We're committed to helping them navigate the ever-changing digital landscape through thought-provoking content and actionable insights. Additionally, I touched on the importance of networking and collaboration. By bringing together diverse perspectives from across the industry, we can foster meaningful relationships, share knowledge, and drive innovation. 👉 Check out the full episode to hear more on nurturing talent, balancing efficiency and quality, and my motto "Find a need, fill a need." Let's empower the next generation of AdTech leaders together! https://lnkd.in/ecRxQF6c #AdTech #Careers #Leadership #IAB #BreakingThroughTheMayhem

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A killer blueprint for how to maximize value on premium domains. Friend.com founder @AviSchiffmann recouping his $1.8M investment in less than a week? I’d call that a win! 🏆 #domains #branding #growthhacking

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A really good point by Arielle Garcia in this story (read the whole thing) "Privacy-enhancing tech doesn’t make creepy and disruptive ads less creepy or disruptive in the eyes of the average user." Research presented at PrivacyCon says that "perceived privacy violations" for on-device systems that don't identify you individually are about the same as for conventional cookie-based tracking https://lnkd.in/gqA-bb5g That research is consistent with my experience answering end user questions about this stuff. People seem to be just as interested in turning off the new "privacy-preserving" ad features as the old-fashioned cookies—sometimes more. What I think is going on here is that, true, the new features don't identify you as an individual, but they still do some of the problem parts of "creepy" ads. A "privacy-preserving" ad system can still: * match scammers to likely victims * classify people into groups to enable price discrimination and other forms of discrimination

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Amperity hosted their annual "Amplify" conference yesterday and made a few product announcements, the most notable of which is the "Lakehouse" CDP. I understand the need to differentiate but I often cringe at yet another new moniker. But if it sticks, maybe I'll be eating my words in a few months. 😁 Why is it called a "Lakehouse" you ask? It likely has something to do with Amperity's close partnership with Databricks who some say coined the term "Lakehouse" way back when. For me, at the end of the day, this is yet another, [but elevated and refined] approach to Zero Copy architecture. Some companies achieve Zero Copy approaches using Pushdown Query, while others use some version of Data Sharing. This "Lakehouse" CDP happens to leverage those open source Delta Tables and Apache Iceberg solutions that many have been buzzing about the last few months. Of all the attempts at limiting data movement and establishing real-time data sharing in a brand's ecosystem, is this the most promising thus far? I would have to say yes. Is the vision complete? No, there are more ways to optimize this further, and I think Amperity as well as their peers recognize there is more work to do. I'm sure you will start to hear more announcements in the coming months... Kudos to Amperity for getting to market with this first, give them their flowers. #cdp

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Check out this episode of the Martech Podcast, featuring ARF President & CEO Scott McDonald as he discusses Retail Media Networks' impact on advertising and business longevity. He addresses the growth in retail media networks, potential cannibalization of other sectors, and long-term impact on brand equity. #AdvertisingResearchFoundation #advertisingresearch #retailmedianetworks

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