Rachel Allard

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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If you haven’t checked out the new OUTFRONT Advertising Trends Report yet, here’s a pullout of five top consumer trends.

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Adrianne Pasquarelli of AdAge just published this piece with advice from veteran CMOs to rookies https://lnkd.in/e7-X_hAS This is exactly why Marisa Mulvihill and I created this quick guide for new CMOs, including What to Ask, What do Do, and Where to Look (might be time to update resources!): https://lnkd.in/er-dEYh9

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"It's refreshing to work with a marketing team that isn't the brand police." This came up in a recent conversation and I've been thinking about it a lot lately. In many companies, Marketing teams spend so much time telling everyone what they can or can't do. But really, our job should be all about supporting growth. From Sales to Product to HR, our Social Mobile Marketing team is here to help. Whether it’s crafting sales pitches, designing an Experience Center, or creating a Go-To-Market strategy, we're in it together. And guess what? This year, we're focusing even more on outbound and growth marketing to support for our awesome sales team and help them hit their targets. And yes, it’ll be on-brand. But more importantly, it’ll be done together. #Marketing #GrowthMarketing #SalesSupport #Teamwork

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NEW TAXONOMY HELPS NEWS PUBLISHERS BYPASS BRAND SAFETY BARRIERS - Local Media Consortium launches NewsPassID with a new content taxonomy for programmatic ad deals. - Advertisers can buy brand-safe, contextually targeted inventory from vetted news publishers via a private marketplace. - New system bypasses automated keyword blocklists, addressing issues of demonetization for news content. - At launch, 5,000 vetted publishers offer inventory across multiple formats, categorized into 10 high-demand content areas. - The platform minimizes ad tech intermediaries, allowing publishers to collect the majority of ad revenue. 📖 Article by Anthony Vargas at AdExchanger : https://lnkd.in/gixraBh8 🌎To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf

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As customer interactions with brands cross channels, traditional attribution models face challenges in accurately attributing credit to each touchpoint. The evolving complexity of the customer journey has left CMOs in search of innovative solutions to measure impact effectively. Are your attribution models causing sleepless nights? What key metrics are you aiming to more deeply in Q4? #clicks #conversions #channels #viewthrough

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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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Pssst. Marketing leaders. Nervous to ask questions about data clean rooms? Here’s a cheat sheet for you. More of a guidebook, really. We laid out “12 essential strategies for marketers” to help wrap your head around how and why you should be using clean rooms and data collaboration. All 12 are important to understand, but here are my Top 4: 1. Build Richer Audience Profiles Leverage data clean rooms to go beyond basic demographics, combining your first-party data with retailers' email datasets and purchase histories to increase your first party data and better understand your audience. That way, you can compare match rates across channels while keeping personal data anonymous, in order to discover and refine your most relevant audiences. With these insights, you can tailor ad content and campaign strategies to specific interests and lifestyles, driving higher conversion rates. 2. Personalize at scale Now that you have increased the size and wealth of your, you have a better understanding of the specific needs and desires of different segments. That allows you to craft messages that speak directly to your customers. This level of personalization not only captures attention but also fosters a deeper connection with your brand, leading to higher engagement and conversion rates. 3. Retarget high-value, in-market buyers Imagine identifying users who visited your site, downloaded your app, added a product to their cart but didn’t convert. By matching your first-party behavioral data with retailers’ audience segments, you can precisely re-target these potential buyers with a special discount or related product recommendation. Example: Mondelēz International, a large US food and beverage company, collaborated with Pinterest and Albertsons’ Media Collective to enhance their targeting for a new charcuterie board campaign. By reaching in-market consumers who had purchased other brands of crackers, they saw a 16% sales lift and a 19% lift in new buyers! 4. Verify the reach of your campaigns Keeping track of your ad campaign's reach across numerous media channels can be a real challenge. By collecting impression-level data from each media partner through a data clean room, you can get a clear view of your cross-channel delivery and start measuring the quality of your audiences. Precise targeting, with robust data, is only valuable if it's driving results. Ensure you have a solution that is providing you with robust measurements so you can quickly optimize your campaigns. Download the full guidebook and check out all 12 strategies and reach out to LiveRamp with any questions!

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Just a few threats to a CMO's success: 🔹 Unclear GTM strategy or motion 🔹 'Silver bullet expectations' of marketing 🔹 'New day/new strategy' situations 🔹 Under-hiring for the stage 🔹 Over-hiring for the stage Thankfully, there's a model for countering those threats and building CEO/CMO alignment *before* Day 1. It was great to talk with James Lamberti from Georgian about this approach. If you're a CEO or investor hiring a CMO -- or a CMO looking to define your 'ideal CEO profile' -- you will find this conversation valuable. https://lnkd.in/eda2dBYq

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Video advertising requires a new metric to determine the right balance of efficiency, attention and impact. Some agencies are already stepping up and using CPS Viewed, or Cost Per Second Viewed, as a primary metric. Find out what that means https://lnkd.in/gHfEYmk6 #advertising #videoadvertising

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Many marketing leaders have made heavy investments in technology. But, is a growing tech stack a good thing? Based on some of the research and other conversations I have had, it may not be as helpful as many think. I take a look at this in my latest article. https://lnkd.in/ew2ySyr8 #martech #b2b #technology #growth #makegrowthsimple #ROI

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Does email marketing still work? ⬅ This is one of the most common replies I get when asking a biz owner how many emails they have and how often they are using them to connect. The perception is that email marketing sucks. No doubt it sucks for all of us with 1000's of unsolicited emails in our inbox. It annoys us so much we believe it can't possibly work! ASK YOURSELF: Why are all those marketers still sending so many emails? Because it works, and it's the most consistently performing marketing channel over many many years and not losing steam at all. SO, if you're struggling to grow your revenue and your customer base but you're not using regular email marketing tactics...? Here's a CHALLENGE for today, think of ten people you can reach out to by email to move that business along. Here's my fave TACTIC: when someone is not responding to 3-4 emails, fire them. Send an email saying obviously they're not interested and you don't want to bug them. You're taking them our of your database. Many will be fine with that, the ones that were actually interested but just missed responding will now get back to you. Happy selling :)

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FROM COOKIES TO CLARITY - The Israelites' golden calf story mirrors digital advertising's misplaced trust in third-party cookies. - Early ad tech fraud exposure showed addressable targeting's unreliability and data manipulation. - Google and Meta now use AI targeting, recognizing hyper-specific targeting's flaws. - Studies show 1:1 addressable data is inaccurate; broader targeting strategies may be better. - The ad industry should shift to AI-driven broad targeting, focusing on fundamental marketing principles and real outcomes. 📖 Article by AdExchanger : https://lnkd.in/gZms44JV 🌎To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf

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How is AI changing Google Ads? If your leveraging or considering paid ads (PPC), you should listen to this podcast by Jared Correia and Desire'e Martinelli. They discuss: 1. Proper Conversion Tracking on Google Ads. 2. Setting Up Effective Landing Pages for Higher Conversion Rates. 3. Overview of Automated Campaigns and AI in Google Ads. 4. Potential Ethical Violations with AI-Generated Ad Copies. https://lnkd.in/ed_-Xf2g

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Check out this AdExchanger piece by TrueData's own David Berman! Learn about factors impacting data collection across the internet that you should pay attention to and strike a balance between accuracy and scale to reach your audience effectively. https://lnkd.in/gDmdRiRB

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Artificial Intelligence, the future of measurement and privacy regulations are just some of the issues we’re discussing on Day 2 of the IAB Tech Lab Summit. #TheEndOfTheBeginning

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Digital video ad spend is becoming more performance-driven, with tangible metrics like sales, store visits, leads and website actions now the most important KPI for determining success with digital video. #mediaplanning #mediabuying

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I could have written this entire article- Except my version would read like a rant/screed on why 'traditional' broadcast style ads are SO bad despite the technology and streaming data. Those of you who work for big brands- that have CTV budgets- should be demanding more. In my humble opinion... #digitalmarketing #ctv #data #advertising #imo https://lnkd.in/eskyvn9X

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