Michelle Kreitz

Connected TV offers many benefits to advertisers and consumers vs. linear TV. Amazon Ads CTV advertising uniquely has Fire TV, offering innovative video ad opportunities that allow brands to extend their reach and drive meaningful outcomes across the advertising funnel. Learn more in the Ad Age article. https://lnkd.in/g_uJTHFT

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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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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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Announcing Aperiam's Latest Investment: Gigi! 🍒 Aperiam continues to make strategic bets in commerce media and CTV, the fastest-growing segments of digital advertising. With Amazon Ads being the largest commerce media channel AND the fastest-growing Streaming TV ad platform, we are excited to introduce our latest investment: Gigi. Why Gigi? 1) The product. Gigi’s unique ability to integrate a brand's first-party commerce data with Amazon's data for audience enrichment and deterministic omnichannel measurement sets it apart. This powerful combination enables brands and agencies to buy and measure Amazon Streaming TV ads more effectively. 2) The team. The founders behind Gigi consists of experienced commerce media executives - led by cofounder and CEO, Adam Epstein - who have a bold vision for the future of Streaming TV, commerce media, and data collaboration and a history of success in commerce media. Their expertise ensures that Gigi is at the forefront of innovation in this space. We believe Gigi’s capabilities and the vision of its team will drive significant advancements in how brands leverage data to enhance their advertising strategies on Amazon’s platform. Check out Gigi here: https://gigico.tv/ cc: James Borow Joe Zawadzki Danilo Tauro, PhD

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Retail media is boring and Bad Impressions is back with new cohost Matt Walsh. "Oh Retail Media so exciting actually" oh yeah it rocks so hard that big box stores have ripped of Amazon's rip off of Google's physical product search marketplace and assorted semi-display placements, I would love to talk about that for hours, it's so novel and cool. "Oh it's about so much more than that" no the investment and ROI scale is all just those products. "Oh well everything else about it, is about to scale bigtime" hmm well if you listen to the episode you'll hear my take on that. Available on Spotify as linked but basically also every other major podcast platform. Follow us on the podcast platform and/or on LinkedIn because we've got lots more mouthing off to do after a couple years on the sidelines. #retailmedia #podcast #podcasts #marketing #advertising #digitaladvertising

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Yahoo's latest collaboration with Inspire Brands is reshaping TV advertising with the Yahoo DSP. By streamlining CTV buys primarily with one platform, harnessing the potential of PMPs, and implementing advanced identity strategies, Inspire Brands is elevating targeting and efficiency while setting the stage for the future of media buying. Want to delve deeper into this groundbreaking approach? Read more in AdExchanger: https://lnkd.in/ezuPdQw8

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You don’t need a crystal ball to understand your customers. 🔮✨ With cookies fading away, it's time to rethink your approach. From flexible data tools to privacy-first strategies, LiveRamp has you covered. Ready to see the future clearly? Read the 5 key insights for addressable marketing success.

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Digital fatigue is real! With the overwhelming barrage of online ads and emails, it's crucial to find effective ways to cut through the noise. This e-book's comparison of cost per lead (CPL) for targeted direct mail versus other channels offers valuable insights for navigating this landscape. Link here: https://bit.ly/3UUxhiO #Valpak #DigitalFatigue #DirectMail #MarketingInsights 📬📊

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X is suing major advertisers like Unilever, Mars, CVS Health, Orsted, and the World Federation of Advertisers for allegedly conspiring to boycott the platform, leading to billions in lost ad revenue. The lawsuit follows a decline in advertising due to concerns over brand safety. X seeks damages and an end of the alleged boycott, legal experts seem to believe the case might struggle against First Amendment protections. #X #Advertising #BrandSafety https://lnkd.in/eiJQQJYV

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Will be done right before Thanksgiving week holiday shopping kicks in, Google's announcement sounded a lot like the HCU, and more -> Google November 2024 Core Update Is Now Rolling Out - What We Know So Far via Barry Schwartz "This update is designed to continue our work to improve the quality of our search results by showing more content that people find genuinely useful and less content that feels like it was made just to perform well on Search." #google #seo

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Consumers are increasingly aware of the value exchange between their data and the content they consume and many feel the benefits of personalized ads don’t always justify the privacy risks. Contextual targeting strikes the right balance—delivering relevant ads while protecting user privacy and meeting the needs of both advertisers and consumers. Seedtag #contextual #privacy #digitaladvertising #advertising #digitalmedia #targeting

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Last week, I posted about the dominance of a few retail media networks, particularly how a significant portion of retail media investment is concentrated among Amazon, Walmart, and Instacart. These networks excel in justifying always-on investments compared to more episodic promotional strategies. Not only have they proven their ability to capture and convert demand, but they’ve also made impressive strides in demand generation tools. For instance, Amazon Ads now offers highly targeted connected TV programs and enhanced insights into the consumer journey from discovery to conversion. As we look beyond these giants, what strategies should we consider for emerging networks? Is an always-on approach justified, or should we focus on key consumer moments? I’d love to hear your thoughts!

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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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📹 Amazon is Shaking Up the Streaming Advertising Market! 📺 In January, Amazon made a bold move by making all Prime Video subscriptions ad-supported by default. Just six months in, the impact is clear and brands need to pay close attention to how this will further change the advertising landscape: 🔸 Subscription Changes: Prime Video now defaults to ad-supported at $14.99/month for Prime members and $8.99/month for non-Prime members. Want ad-free? It’s an extra $3/month. 🔸 Market Impact: Amazon joins Netflix and Disney in offering ad-supported tiers, leading to an oversupply in the ad marketplace and therefore companies like Disney are now working harder to attract advertisers. 🔸 Ad Market Dynamics: Prime Video could add over 50 billion impressions to the connected TV (CTV) market this year. Amazon's aggressive pricing strategy is pushing down ad costs, with CPM rates between $30 and $35 which is causing competitors, like Netflix, to lower their CPM rates to stay competitive. 🔸 Competitive Edge: Amazon’s extensive audience reach and customer data from Prime gives it a significant advantage! They can integrate their search advertising with Prime Video, enhancing content monetization and lowering ad prices. 🔸 Market Trends: More consumers are opting for cheaper ad-supported streaming plans. MoffettNathanson predicts a 33% growth in advertising video on demand this year. 🔸 Industry Adaptation: Amazon's approach is pushing the industry to focuse more on market share over high ad prices. SO... What are some things you should be thinking about for YOUR brand? 🔹 Commitment to a proper investment and appropriate flight length 🔹 Plan for ample amounts of video development and to A/B test 🔹 Leverage your data to create tailored targeting 🔹 Take advantage of competitive pricing NOW - test early & often 🔹 Look for the halo effect and take advantage of retargeting 🔹 Up your influencer marketing game - it can boost your credibility, especially with young shoppers 🚀 Exciting times ahead for streaming and advertising! We're following them closely here at The Topo Agency, so if you looking to learn more follow along, reach out to me or someone from my team and as always head over to our website at www.thetopoagency.com to learn more about service offerings! #Streaming #Advertising #Amazon #PrimeVideo #Marketing #TechTrends

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By 2025, Amazon and Walmart are projected to dominate over 84% of retail media ad spending. This highlights a significant challenge for smaller and midsize retailers, who often lack the digital footprint to compete effectively. While the overall ad spending has grown nearly fivefold since 2019, the share for smaller players has increased by less than 1%. Many are now exploring off-site digital channels to tap into budgets typically reserved for larger retailers. However, this requires substantial investment in technology and expertise. In our spring Acosta Group CPG Confidential survey, 79% of CPG retail media dollars were allocated to ‘Big Box’ retailers, specifically Walmart and Target. This raises important questions about how smaller retailers can innovate and find their niche in such a crowded market. What strategies do you think smaller retailers can adopt to thrive in this evolving landscape?

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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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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/g8J-Bme9

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📊💡 Demand Gen Ads are MUCH more profitable than display Ads as a whole, due to the much better policing of bot traffic that destroy most companies ad campaign profitability via the Google display network. This video will explain where display campaigns 1) typically have more usefulness to your business, and 2) when the demand gen ads should be the only type of Ads you should actually run. https://lnkd.in/gk8W5KxD Keywords: demand generation vs display advertising, demand gen vs display ads, demand generation campaign strategies, display ad campaigns, demand gen campaigns, what are demand gen ads?, why use demand gen campaigns over display campaigns?, are demand gen campaigns better than display campaigns?, demand gen campaigns vs. display campaigns #DemandGeneration #DisplayAdvertising #DemandGen #DisplayAds #DemandGenStrategies #DisplayAdCampaigns #DemandGenCampaigns #DemandGenAds #WhyUseDemandGen #DemandGenVsDisplay #BetterThanDisplayAds #AdCampaigns #MarketingStrategy #DigitalMarketing #LeadGeneration #CampaignOptimization #MarketingCampaigns #AdPerformance #AdvertisingTrends #MarketingComparison

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Retail Media Networks have started behaving more like media networks than retailers, and I am here for it. In case you missed it, two giant retail media networks have opened up to near-endemic and  non-endemic advertisers in the past few months. Walmart Connect in April, and now Albertsons Media Collective Walmart: https://lnkd.in/dBmKERhJ Albertsons: https://lnkd.in/dUCh_VtP btw, both are targeting advertisers from the same industries- automotive, entertainment, financial services and travel. However, it’s interesting to note that both have a very different type of offering for non-endemic advertisers. Walmart Connect’s offering is rooted primarily in data monetization. Non-endemic advertisers can leverage Walmart’s first party audience data for targeting shoppers on Walmart’s offsite network - walmart’s onsite inventory is NOT available to them. On the other hand, Albertsons Media Collective is monetizing its onsite ad inventory - only caveat being, the inventory available to non-endemic advertisers is on post purchase pages like order confirmation page. Now, why am I so excited about this? Four reasons. Three reasons come from the way retail media is evolving. The fourth one gives me bragging rights. Why is this a good thing for the retail media industry? → RMNs leaning exclusively on endemic brands are bound to hit an ad revenue ceiling - after all how much ad spend can be extracted from the same set of advertisers? → Thanks to first party targeting, non-endemic ads need not be irrelevant eyesores for shoppers - additional media dollars flow in without impacting shopper experience → Retailers get to charge advertisers a premium - third party cookies are dying, non-endemic advertisers also know that retail media is their best bet The fourth reason and why do I get bragging rights? → At Osmos, we foresaw this evolution in retail media. Hence, we already have the tech to enable non-endemic advertising on retail media networks - whether they want to go the Walmart Connect way or Albertsons Media Collective way. #retailmedia #non-endemic-ads #walmart #walmartconnect #albertsons #albertsonsmediacollective #osmos #offsite

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