Nola Solomon

Amid signal loss and increased privacy regulations, LiveRamp and the Albertsons Media Collective are delving into the possibilities of data collaboration to enhance activation, measurement, and insights across key channels. Read the blog to learn more about our efforts to create a connected ecosystem that enables brands and their collaborators to extract even more valuable insights from their data: https://lnkd.in/dbZaHqPE

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Love the potential implications of these moves! This would position Criteo to operate as a full one-stop shop RMN network that could give enough of the mid to long tail of RMNs scale to compete in the future Commerce Media landscape. This is particularly interesting globally where retail media is less mature/scaled and Criteo/Skai both have a very strong market presence. Lots of momentum around the Retail Media networks as we see Instacart developing solutions, Bridg/Rippl expanding a regional grocery network in the US to scale up offers and more. At the same time, there is momentum for data only deals via LiveRamp or through TTD. The critical question remains if we will witness a separation of data from RMNs or will we see the mid to long tail band together with partners like Criteo to compete with the larger players as consolidation hits the industry? If you are a brand, my recommendation is you should absolutely want to push for data only deals and with more moves like this, the time to do it is now. https://lnkd.in/eDxB2Pgp

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I really loved this OpEd by Jim Spanfeller. Global media at scale behind holdcos, black boxes, walled gardens, or "AI" and MAX+ product names du jor is broken. A vestige of the past. It will always have some place to be sure, but it will no longer be the leader with advertisers who care about where the money goes and how it reaches consumers. The future of ad tech is local. Reigniting publisher and buyer relationships which have stood since before the internet, private equity, management consultants. Real people connecting real brands to humans with the power of technology, supporting real publishers and local communities. And having fun while we do it. 😎 This was my favorite part: "What are the chances that change will come and Google will actually be broken up? The likelihood is very high. Google has not been playing fairly for some time. It’s a classic case study for why we have strong guidelines around monopolies. And it’s not the only platform in need of reform. While a Google breakup could present short-term challenges for premium digital publishers, it would, at the end of the day, offer substantial opportunities for increased revenue, improved search traffic management and greater control over content distribution. Publishers will need to adapt, as always, to the changing landscape and explore new strategies. But most will undoubtedly come out in a much better place. As will marketers! Injecting government control into open markets is always dangerous … unless, of course, you are dealing with a monopoly. And the idea that Google is not a monopoly in search and advertising is farcical." Anything is POSSIBLE Obligatory tag Ali Manning Adam Heimlich Joe Marino Vinny Rinaldi Arielle Garcia Joshua Lowcock Kamran Asghar

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How do you stay ahead of “mass mediocrity”? A good 'watch out' piece on AI highlights two major challenges: 1) Everyone's using the same LLMs, and it will show in the output—except for a few organisations that can afford their own models. 2) History repeating itself—if we keep going in the same direction, future output will resemble what we’ve already done. It's no surprise that humans will make the difference in the process. But more than that, it will be the innovators and risk-takers who apply AI to move the game forward—same as it ever was. Another way to safeguard against this sea of blandness is through testing. Much of the content we see isn’t awful*—it's just average. And that comes with a cost. If you haven’t seen The Cost of Dull research by Peter Field, it’s worth a look. With content increasing exponentially, the cost of dullness will rise—not because creating more digital landfill will drive up costs, but because effectiveness will drop off a cliff. As a result brands will need to push harder to create content that truly moves people and spend more on media to reach them. The ones we see succeeding understand which emotions work hardest for them—those that drive upper or lower funnel outcomes most effectively and grab attention and keep it. Or, they choose to explore a different emotional palette, stepping away from the norms and finding that "zig when they zag" moment. Ultimately, they’re using creative data to their advantage—not only to improve content but also to model it against actual sales data, predicting and improving hard metrics. *Recent research we conducted at DAIVID 🦩 revealed that a staggering 24% of content created by brands for TikTok is having a negative impact on consumers. https://lnkd.in/eJQxXptR

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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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A great overview of how OpenX has built and evolved our approach to curation (what we have historically called supply side targeting). Stacy Bohrer outlines the spectrum of curation opportunities that exist in programmatic and the specific assets that OpenX brings to the equation. https://lnkd.in/gHsXVpbU

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Netflix streaming was one of Amazon Web Services (AWS) early success stories and proofs of concept (I'll drop a link in the comments). "Amy Reinhard, the company’s president of advertising, was clear: Netflix will roll out a proprietary ad tech platform by next year." Could Netflix in-house #adtech be the next Netflix <> AWS collab? There's history there and this could be a major win for proving the value of AWS for Advertising out in the wild... #adtech + #cloud = 🔥

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✅🖥️ AdExchanger (column; 6/21): “Beyond video ad currencies, streaming publishers and ad tech companies are zeroing in on outcomes-based measurement. Also in Cannes this week, Disney announced a new partnership with retail data provider Affinity Solutions, which collects sales and purchase data from banks and credit companies. Using Disney’s clean room tech, brands and buyers can use Affinity’s purchase data to plan and measure campaigns across Disney inventory. And it isn’t just entertainment giants like Disney with plans to put more attribution data to work in streaming. Last week, for example, the DSP Madhive acquired the omnichannel marketing platform Frequence. For Madhive, the goal is to create more opportunities to retarget streaming viewers on other channels. Since TV ads don’t drive direct clicks, retargeting is a popular tactic for applying performance marketing to CTV. And Madhive isn’t the only programmatic platform buying up tools for video and CTV performance marketing. Seedtag and Equativ each acquired a video-focused SSP – Beachfront and Sharethrough, respectively – to bolster their repertoire of CTV and video supply. What I’m wondering is this: How will the buzz at Cannes shape measurement and currency deliberations between now and the end of upfront negotiations?” ⬇️ #streamingtv #crossscreen #measurement #ctv #ott #upfronts https://lnkd.in/eCDWm4Hg

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Excited to share our CEO Jason Fairchild's latest insights on what we’re calling TV 2.0 – a transformation that’s changing how brands approach TV advertising! With TV 2.0, advertisers can truly have it all: they can target traditional TV reach and frequency, or leverage CTV to drive advanced outcomes like store visits, online searches, and even conversions. Check out Jason’s article on TV 2.0 below, and feel free to reach out if you’d like to explore what this new era of TV can mean for your brand.

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Interesting findings from recent reports from Integral Ad Science on how attention drives better outcomes - and what advertisers think about about the attention landscape in 2024: https://lnkd.in/eCbUr3eX

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Yes - we're in the most challenging time the media industry has ever faced. TRANSPARENCY in all matters of the word is critical now. Brands need the most working media, while the supply chain supports our publishers and our journo's original content. Online ad spend is increasing by 9.3% YoY(OAER) in a soft market, but its up to us as an industry not to be ignorant and ask the right questions!! https://lnkd.in/geiMazi3 Yahoo Advertising #transparency #trust #omnichannel #digitaladvertising Dan Richardson Andrew Gilbert Maddie Basso Kenneth Koh

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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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Practices like these do so much more harm to the open-web ecosystem than they do good for the few bad actors who, for a quick buck, poison their brands, blow years of hard-earned trust with their audience, and give "premium" a bad name. This is a tough time for open-web publishers. Search and social referrals are in the toilet and media buyers are moving spend to data-rich walled gardens. Adding subpar inventory exacerbates the problem, eroding trust and driving away both audiences and advertisers. After a quick cash injection, the temporary high will fade quickly. For what its worth, at TRUSTX, we've dedicated the last seven years (Happy Anniversary this Saturday!) to building a safe haven for high-performant premium programmatic inventory. Case study after case study proves that our publishers make more when they deliver brands the quality inventory and engaged audiences they want. Our job is to make it easy for brands to buy what they want to buy. My colleagues and I are doing everything we can to keep this crap out of our market. But even we don't know how we'd find this garbage if one of our publishers decided to give it a whirl. We're doing the best we can. If anyone sees MFA coming through TRUSTX, please reach out to us. We'll drop it in a heartbeat. Revenue or not, here we come.

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OUTBRAIN Outbrain is nearing a deal to acquire or merge with Teads, owned by Altice. The negotiations are advanced but not yet finalized, and the deal could still fall through or face competition from another bidder. Article: https://lnkd.in/g8sPp9kY

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What are the best strategies for running successful Q4 campaigns? With the holiday season fast approaching, advertisers must create campaigns that not only stand out but genuinely connect with their audiences. 🤝👥 Marko Johns, Managing Director at Seedtag UK, joins the other IAB UK members to share his advice for standing out from the crowd, authentically resonate, and maximizing campaign impact. “Understanding that the rush to Black Friday and seasonal shopping starts earlier and earlier each year really is the key,” Marko says. Read the full article here: https://lnkd.in/etTaFnw9 #SeasonalShopping #ShoppingSeason #AdTech #BlackFriday #Insights

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TikTok has swiftly integrated into American consumer culture, reshaping trends in food and fashion. Its profound influence has prompted legislative scrutiny and demands for divestiture by its Chinese parent company, ByteDance, underscoring significant regulatory challenges for the platform today. Looking ahead, the TikTok algorithm’s ability to drive trends suggests it will continue to redefine digital marketing and consumer engagement strategies. #ConsumerTrends

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Check out my a new piece #adexchager on how agencies can use AI to gain control over the platforms algorithms and enable better use of future-proofed media strategies. #razorfish

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I think adtech is having the wrong debate (open web vs walled gardens). Programmatic can live on with proper curation and specifically more engagement between players on the buy side (beyond DSPs) and sell side. https://lnkd.in/gnjynVmd

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