Robert Rose

I moderated a fun panel at the AdTech Economic Forum with Eric Franchi, Sanja Partalo, and Darcy Frisch on the state of venture capital, angel investing, and innovation in the adtech space. Great conversation and stick around for the end when I ask a surprise question: "Will we have websites in 2030?" Thanks to Tom Triscari and Rob Beeler and the many sponsors, speakers, and attendees who made this an incredible inaugural event! How far have adtech conferences come in the past 25 years?!

120

15 Comments

Loved these IAB insights for #podcasting from their Annual Internet Advertising Revenue Report from 2023: "Audio advertising also saw a robust expansion, growing 18.9% to reach $7 billion. It is still the fastest growing channel" https://lnkd.in/eQfiTV7K #podcast #beautypodcast

2

💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

7

An open market that self proclaims the quality, category and identity of its inventory will always be suspect. Add to it vendors that provide these attributes while taking a share of the revenue from publishers creates an environment for bad actors and wolves in sheep's clothing. Here is an idea, rather than relying on the supply side to effectively pay for these services which are in fact suspect why not have the buy side deploy their own solutions for them instead ? Whether they are the same vendors or in house at least there would be a direct line of accountability. 🤔 #adtech

15

6 Comments

Feels like things are quickly escalating. ID bridging has been a problem for a long time with most folks having employed it not understanding what it actually did and who it impacted. If there was a revenue lift they were happy. As I've been saying for a while w.r.t a general need to shift towards more SaaS solutions, the fact these say business are literally incentivised to increase revenue creates a fine line between finding the most accurate match vs the most valuable one.. We need transparency and we need measurement across IDs. The new IAB spec is a great start. #idbridging #adtech

18

2 Comments

🚨 BREAKING: The FTC Just Announced the Final 'Click-to-Cancel' Rule. 🚨 Big changes are coming to the subscription industry. The new "Click-to-Cancel" regulation is here and will redefine how businesses manage cancellations and customer transparency. Read our news coverage here 👉 https://lnkd.in/eqWJEh6z 💡 What does this mean for your business? 💡 How can you ensure compliance and build better customer trust? We’ll discuss all this and more at next week’s Subscription Show in NYC! Don’t miss your chance to hear from experts, get actionable insights, and learn how to adapt your business to these new regulations. The conference is NEXT WEEK on October 24-25th. 👉 Click for more details https://lnkd.in/gS93G8v #SubscriptionEconomy #ClickToCancel #FTC #Compliance #SubscriptionShow #subscriptioninsider #Media #subscriptions #memberships #associations #saas #gaming #magazine #publishing #d2c #d2c #streaming #subscriptionbox #box #subscriptionbusiness #subscriptionmodel #DigitalSubscriptions #CustomerRetention #BusinessCompliance #AutoRenewal #SubscriptionServices #NegativeOptionRule #SubscriptionManagement #SubscriptionGrowth #AutoRenewal #SubscriptionServices #CXStrategy #CustomerExperience #RegulatoryCompliance

17

2 Comments

The decline in subscriber acquisition conversion rates is more pronounced in high-ticket and B2B subscriptions, where decision-makers are more conservative with their spending. Read more 👉 https://lttr.ai/ATyk3 #subscription #recurringrevenue #subscriptioneconomy #subscriptionmodel #subscriptionbusiness #membership #subscriptionservice #b2b #b2c

2

Good explanation of Paid Search and AI by Laura Jo S. and what execs, marketers, and decision-makers need to know. #paidsearch #SEM #PPC #digitalmarketing https://lnkd.in/e-2hTfMW

8

Programmatic advertising's rise, now dominating over 90% of U.S. digital transactions, is a testament to its transformative power. As we move forward, PDOOH is poised to redefine the out-of-home space, with dynamic data-driven strategies leading the charge. Embracing this evolution offers brands a unique opportunity to engage more effectively, especially as the demand for sustainability and personalization grows. #DOOH #Advertising #Media #ProgrammaticAdvertising

12

1 Comment

Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging

14

1 Comment

How can ad agencies leverage #AI to enhance user engagement and loyalty? AI-driven tools allow ad agencies to automate tasks such as data analysis, content creation, and customer relationship management, boosting productivity and streamlining operations. In this article, Dave Otis SVP of Independent US Agencies at Seedtag, discusses how agencies can use AI to create ad experiences that align with their audience's unique preferences. Learn more: https://lnkd.in/eqyxf2ng #AdAgencies #GenAI #AdTechBlog #AudienceEngagement

20

Demand and Speed:Agility: In the relentless race of market growth, the agility of a Fractional CMO to navigate through marketing intricacies is unparalleled. Read more 👉 https://lttr.ai/AYsQi #B2Btech #fractionalcmo #cmo #marketingleadership #b2btech #growthstrategy

1

Gen AI in ad tech is exciting and has a lot of potential, however, the LLM tech providers are disproportionately benefiting while traffic gets cannibalized away from publishers. Something will have to shift to get major acceptance and then content optimization for LLM crawlers by publishers. That will improve the quality of LLM responses but there has to be a give and take for the mid and long tail pubs as well. https://lnkd.in/gEUy_67b

26

3 Comments

There's some really good stuff in this episode, but I particularly like what Amit had to say about the challenge of MFA as it relates to current thinking about SPO. "The industry now is looking at SPO as, hey, let's take the entire chain and cut it down to a direct relationship between the sellers and the buyers. That may work for some of the big folks, but in most cases you want to work with a variety of partners." The answer to quality cannot be a wholesale return to direct. That creates barriers to entry for smaller clients and smaller publishers. Concentrating more money and power with a shrinking number of large players is not fixing the supply chain. Thanks for the insight, Amit Shetty and AdTechGod (™).

13

2 Comments

I'm generally supportive of the PET sub-sector, which is innovating not only to protect personal privacy, but to preserve the commercial model that underlies digital, and especially open-web programmatic advertising. It does, however, worry me when browser and device companies are in the privacy and data protection driver's seat. This approach is likely to mean more fragmentation, which makes it harder for brands and publishers to coordinate their audience addressability and measurement across media types, platforms and devices. It also creates an economic unevenness that has nothing to do with the actual value of an audience (see exhibit A: cookieless Safari CPMs). By way of example, let's take a look at Google Privacy Sandbox. Notwithstanding the multiple millions of dollars of investment required of most of us in adtech, Sandbox was designed to work initially with Chrome and eventually Android. That's nice, but totally unhelpful for brands and publishers that want to protect audiences using Safari, Firefox or any app in the iOS environment. And what about CTV? Mozilla is in a totally different category than Google, and as Allison reports, "... but as to whether Anonym will create any privacy-focused technology specifically for Firefox, Mozilla’s web browser, nothing’s been planned yet." Nonetheless, I think a degree of independence and cross-platform capabilities is key if we're going to succeed in preserving the value of trusted personal data relationships.

10

1 Comment