Rameez Tase

Has anyone ever sized the market opportunity the measurement/verification/attribution/optimization companies are fighting for a share of? Are long-term projections tethered to assumptions using math like we expect X share of a market sized Y, yielding revenue Z, margins A = valuation B? I suspect the pie is finite and not going to grow enormously, so in the end there is only room for a handful of players. And someone is going to have to lose significant share for even that to work. Especially as long as the sell side is paying most of the freight (directly and indirectly).

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Amazon is slowly democratizing TV advertising through Prime Video and its streaming TV platform. Big brands still dominate the advertising space on Prime Video, but recent updates to Amazon’s ad console—especially for non-endemic brands —are beginning to open up new opportunities for a wider range of advertisers. One of Amazon’s key moves in this direction is offering substantial incentives to brands, particularly by subsidizing the creation of video ads. For example, if a brand commits to spending $50,000 over a three-month period, Amazon may fully cover the cost of creating a 30-second video spot. While brands with smaller budgets don’t have full control over the creative process, they can gain more influence as their ad spend increases. Amazon is still focused on larger, incumbent brands, but is steadily working to bring smaller brands into the fold. By making TV advertising more accessible and providing financial support for content creation, Amazon is reshaping the advertising landscape—but it’s a gradual process that will take time.

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Our team at DoubleVerify has received numerous requests regarding matching Grapeshot 'Off the shelf' contextual targeting segments to DV Contextual segments in the DSP. To address this, we have released an article offering support in this area. If you or your team require assistance across EMEA or would like to discuss your contextual targeting or advanced pre-bid needs, feel free to reach out to me directly. #contextualtargeting #contextual #programmatic #audiences #media #mediaagency #mediaplanning #DSP #oracle #MOAT #grapeshot

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Google's search cash cow marches along.   Open-source Meridian MMM was highlighted in Alphabet Inc.'s Q3 earnings call this week, which is pretty amazing!  They are encouraging objective, holistic media measurement on an earnings call, wow.  Marketing analytics professionals with deep technical knowledge of econometrics and causal inference will benefit from Meridian.  Measured incrementality can interoperate with and calibrate any 3P MMM including Meridian   For marketers who don't have the deep technical expertise or who would rather engage an industry-leading 3P, Measured makes complicated triangulation turnkey, elegantly bringing together causality from experiments, MMM, and platform attribution for an all-in-one solution.

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AdAttributionKit: Unpacking Apple’s new ad attribution framework AAK unifies Apple’s various advertising attribution frameworks under a single umbrella product name and extends SKAdNetwork in meaningful ways, including with support for re-engagement and alternative app marketplaces. These are substantive improvements. But impediments to adoption remain: IP-based attribution is still widely viewed as a suitable alternative to Apple’s native iOS attribution framework, meaning that platform tools like Conversion APIs will take adoption priority.

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We have a better idea on how much revenue Dotdash Meredith is generating from its OpenAI deal. Yesterday, IAC reported its Q2 financials and we dug in on how things are going for DDM. Digital revenue is up, print revenue is down (but less than previous quarters), and across the board, it's profitable. But during the earnings call, the team talked about how much of the licensing revenue can be attributed to the OpenAI deal. We've got this plus the full analysis on the quarter over on A Media Operator. #media https://lnkd.in/ewibvCp7

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Advertisers accept ad tech vendors’ use of fingerprinting — and the misguided characterization of it as “probabilistic attribution” — to their peril. These methods are not future-proofed, but more than that, they mask the broader trend of user-level attribution ultimately, eventually being impossible. Advertisers should be adapting to an increasingly restrictive privacy environment with system-level changes. Not only does simply swapping deterministic identifiers with fingerprints introduce measurement imprecision / risk, it delays the inevitable, which is a wholesale transition to econometric ad measurement. Even genuine probabilistic methods shouldn’t be seen to facilitate user-level attribution. That’s a dead end. Advertisers should accept that, absent persistent deterministic identifiers, their measurement infrastructure should seek to answer three questions: 1. What’s the optimal level of ad spend? 2. What’s the optimal distribution of ad spend across historical channels? 3. Does my spend on any given channel deliver incrementally additive revenue? This — and the introduction of new channels — requires moderated, systematic experimentation. There is no “bottoms-up” methodology that can provide guidance. Advertisers should seek to achieve platform-level ad spend efficiency and maximize revenue using first-party data through personalization. It’s not just that fingerprinting isn’t reliable — what fingerprinting attempts to deliver, which is user-level attribution, isn’t possible as privacy interventions reduce the availability of deterministic identity.

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Taboola & Outbrain: Is Your CPL/CPA Too Expensive Despite Your Best Efforts? It Doesn’t Have to Be. It’s easy to blame the platform or assume audiences just aren’t connecting, but often, small tweaks can lead to big changes. On Outbrain for Performance and Taboola, subtle adjustments can be the difference between mediocre and breakthrough performance. Here are 4 quick fixes to try: * Switch Up Headlines: If your current headline isn’t performing as expected, test variations with new wordings. AI platform features can be incredibly helpful. ** Play With Images: Images are critical to Native Ads — experiment with visuals that better reflect your audience’s interests and emotions. *** Refine Your Targeting: Audience fatigue is real. Rotate your target parameters to capture fresh eyes and new clicks. **** Implement a Server-To-Server(S2S) Tracking: Significantly reduce discrepancies and improve the accuracy of collected data. Sometimes, it’s not about starting over; it’s about sharpening what’s already there. Small changes can create big improvements for your CPL/CPA. ----------------- At Schwartz Consulting, our goal is simple: support Brands in their ability to find success at scale on Outbrain & Taboola. If you enjoyed the post, simply like ❤️

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Pro Analytics Tool Tip: Adswerve dataLayer Inspector+🚀 Want real-time insights without the GTM preview hassle? Adswerve dataLayer Inspector+ is a must-have for seeing your data layer, and GA4 hits directly in your Dev Tools console. Dive deeper into this tool and elevate your analysis game! 👉 Discover more tools in our must-read productivity boosting blog post - https://hubs.li/Q02L51nx0 #ProAnalyticsTips #DigitalAnalytics #DataLayer #GA4 #WebDevTools #MarketingTech #Adswerve

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Are you looking to increase your new-to-brand sales on Instacart? Flywheel partnered with an over-the-counter (OTC) pharmaceutical brand to manage their advertising campaigns on Instacart. With a strong market presence, they aimed to drive new-to-brand sales while maintaining cost efficiency. Our team implemented a tactical approach, focusing on highly searched and basket-building terms. To further increase exposure to new shoppers, we leveraged Instacart's 'aquire' objective, targeting customers who hadn't purchased in the last 26 weeks. Through this partnership and optimized bidding with Instacart Ads, the pharmaceutical brand significantly increased their media efficiency and new customer acquisition. Swipe to see the full results ➡️ Partner with us to drive proven results on Instacart 🔗 https://bit.ly/3TKis1s #InstacartAds #eCommerce #NTB #ROAS #Advertising

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Instacart, Ibotta, and the digital shelf. Ibotta & Instacart just inked a digi-coupon deal. Ibotta is now Instacart’s 3rd-party coupon partner. Now, we’ve been running 1st-party coupons on Instacart for a while. So maybe look at this as a sort of digital coupon expansion. So then what’s the big deal with digital coupons? Well, I’ll tell you how we’ve been using them: -Help increase velocity on strategic SKU’s. -Help mobilize slow moving inventory. -Help stand out on the (digital) shelf. -Increase turns for short shelf items. -Create seasonal and holiday sales. In other words, it gives brands more control. That’s the other half of the digital shelf story. Digital shelf takes the whole store digital. The next chapter? Digital access for brands to in-store coupons and promos. Like it or not, we’re going digital. Quickly. ——— 🔹 We drive velocity in Sprouts, Whole Foods, Walmart, Target, Walgreens, CVS, Kroger, Sam's, COSTCO, and lots of other cool retailers. 🔹 We grow brands on Amazon. #cpg #cpggrowth #retailgrowth #retailvelocity #omnichannel #retail #amazonagency #retailmedia #shoppermarketing #instacart

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1/3rd of Wal-Mart's profit, yet .5% of their overall revenue comes from Ads. Again, media punches well above its weight for retailers.

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In 2008, Bob Moore co-founded RJ Metrics, an analytics platform that was among the first to innovate in e-commerce data analytics. It quickly attracted big names like Warby Parker, Casper, &Bonobos, scaling to $1M ARR & drawing VC investment with its cutting-edge tech. But everything changed when Amazon launched RedShift. Suddenly, RJMetrics felt like an extra cost. Analytics came bundled with Amazon’s offerings, making RJMetrics seem redundant. Growth stalled, & they lost their newfound product-market fit, forcing Bob’s team into a crisis. They had three options: 1. Raise more funds & push ahead, despite market headwinds. 2. Pivot hard, focusing on their data pipeline tech but cutting 70-80% of staff. 3. Sell RJMetrics & exit gracefully. Bob chose a 4th path—taking the best of all 3. He proposed a unique deal to Magento: sell(3) RJMetrics’ core tech but retain(2) the data pipeline as their own IP, using the sale to bankroll(1) a new venture. Stitch was born. Things were tough & Stitch had to find its market. But then something clicked. Previously, RJMetrics had lost deals to Looker & Redshift. Companies were now using Redshift as a central data warehouse, & analytics tools like Looker to visualize it. However, for platforms like Looker to draw insights, data from various sources still needed to be brought together efficiently—something Stitch excelled at. Stitch became the vital middleware to seamlessly move data from platforms like Salesforce & Mailchimp into Redshift, streamlining analytics through Looker. Stitch made Looker & Redshift more valuable. What was once RJMetrics’ competition became Stitch’s biggest referrer. Looker sales reps, wanting their product to shine, directed clients to Stitch to streamline data integration. Turning competitors into partners. Their biggest challenge became their greatest opportunity. The pipeline that RJMetrics once struggled to sell was now the very thing companies needed to make their products shine. With Magento’s acquisition, Bob didn’t just secure a win; he executed a masterstroke. He used the sale to fund Stitch’s future while retaining his best tech. RJMetrics’ original team didn’t have to be laid off—they joined Magento, ensuring their hard work would live on. Meanwhile, Stitch grew rapidly, reaching RJMetrics’ 8-year revenue milestone in just 19 months. All those deals that RJMetrics had lost? They became Stitch’s perfect pipeline. Like a surfer catching the perfect wave, Bob’s team rode the momentum, flipping challenges into opportunities & competitors into partners. If there’s one lesson to take away, it’s this: When a downturn comes, don’t run—surf. 🏄‍♂️ If you enjoyed this story & want to catch the full video, here's the link https://lnkd.in/gM3ZZ8g4 It’s a candid, nonchalant masterclass on building defensibility—MOAT for your startup, cultivating intellectual honesty, & using a downturn as a leg up for your next big move, among many other insights.

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How to grow into your valuation? 1) don’t go chase too high of a valuation 2) be exceptionally successful 3) launch a digital ads revenue stream Easy

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Ever Wondered Why Some Native Ads Just Seem to Hit the Mark Perfectly While Others Miss Entirely? Understanding the art of blending content with context is crucial for success in Native Advertising on platforms like Outbrain and Taboola. It’s not enough to simply craft a compelling Ad; it has to seamlessly fit into the reader's environment without disrupting their experience. The best practices are continually evolving, but a few timeless principles remain: 1. **Know Your Audience:** Tailor your content specifically to resonate with the audience of the platform you’re using. Different users have different expectations and behaviours on Outbrain versus Taboola - It is not the same Publishers' network. 2. **Engaging Thumbnails:** A picture speaks a thousand words, especially in Native Advertising. Invest time in choosing thumbnails that capture attention but also reflect the true essence of your content. 3. **Clear and Compelling Headlines:** Your headline should succinctly convey value and spark curiosity without being misleading. Remember, trust is paramount. Lastly, test and optimise your campaigns continuously! The digital landscape is dynamic; what works brilliantly today might need tweaking tomorrow. ----------------- At Schwartz Consulting, our goal is simple: support Brands in their ability to find success at scale on Outbrain for Performance & Taboola. If you enjoyed the post, simply like ❤️ #outbrain #taboola #nativeads #nativeadvertising

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Common sense and complexity in marketing measurement Yes, last-click attribution is suboptimal to other methods that consider and attempt to measure the contribution of all marketing efforts on commercial outcomes. Yes, last-click attribution introduces the risk that an advertiser invests money into a channel that does not deliver truly incremental outcomes. Yes, last-click attribution could result in analytics that wholly distort a business’ underlying marketing dynamics. But in certain circumstances, last-click attribution can be the best approach for measuring marketing outcomes.

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Amazon's non-endemic DSP is having a moment. Here are 5 reasons you'll be seeing a lot more non-marketplace brands advertising with Amazon this year: 1) The Death of the Cookie Larger, non-marketplace brands are looking for places to put their ad spend with the death of the 3rd party cookie. With Amazon's powerful 1P audience data, Amazon’s non-endemic DSP ads are an attractive option. 2) Broader Audience Reach: According to eMarketer, over 60% of all Americans over the age of 18 are Prime subscribers. Amazon has more audience data than just about any retailer out there. 3) Advanced Targeting and Personalization: Leveraging Amazon's deep data insights, advertisers can tailor their campaigns to specific audiences based on behavior, interests, and purchasing history. This level of personalization enhances ad relevance, potentially increasing engagement rates. 4) Improved Ad Performance and Attribution: The rich data available through Amazon DSP can lead to more effective ad campaigns with better ROI. Advertisers can track performance in real-time with AMC, adjusting strategies as needed to optimize results. 5) Brand Awareness and Expansion: For non-endemic brands, appearing on Amazon can significantly boost brand visibility among a wide, engaged audience. It provides an opportunity to reach potential customers who might not be encountered through traditional advertising channels. Have you noticed the shift? #DSP #NonEndemicAds #AmazonAds

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How to get un-addicted to 3PD top-line sales playbook: 1. Do the math. It's hard to do but do the work to figure out how profitable the channel is for you with and without advertising. Get help if you need it, but you gotta know. Profitable means "How much of every dollar in gross do I actually take to the bank after we make the food?" 2. Get a solid 1st party solution. You need app AND web ordering (web is CRITICAL; you can't acquire brand new customers who have never had your food with a requirement they download your app). 3. Capture 100% of digital guests into a CRM you can use to measure impact, calculate CAC payback, and use marketing automation to influence post-purchase behavior. 4. Automate, test, and iterate to improve conversion rates past the 1st purchase. 5. Prove positive CAC payback on advertising that runs to 1st party channel and then throw gas on that fire.