Sally Dugan

More than just media.

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In AdExchanger's newest story covering the #GoAddressable Summit and how "Addressable TV’s Slice Of The Advertising Pie Keeps Growing," our Chief Investment Officer Lisa Giacosa discussed how addressable TV requires marketers to be more precise with their methodologies and their clients’ goals. Read more here: https://lnkd.in/gwN75W7r #SparkofLeadership #AddressableAdvertising

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One of my favorite recent articles from the amazing Kiri Masters. In 2025, retail media networks will shift gears, moving beyond mere existence with an upcoming “charm offensive” that will prioritize user experience, emphasizing value and innovation in ad offerings instead of relying solely on their platform reach. Plus, B2B has entered the Retail Media realm. As competition intensifies, retailers will aim to attract higher ad spend by fostering brand loyalty and refining measurement strategies. Expect a year of fierce competition and strategic partnerships as retail media networks evolve to stand out in a saturated digital landscape. https://lnkd.in/eUr9zt2h

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As viewer habits continue to shift on Connected TV (CTV), advertisers must do everything to not fall behind. Streaming services now account for 41.4% of TV viewing, meaning there’s a significant opportunity to rethink marketing and ad strategies in this space. Balancing ad load is a necessity. While a slight decrease in ads per hour is encouraging, it’s important to avoid overwhelming viewers. With viewing sessions increasing nearly 7% year-over-year, this is a prime opportunity for brands to engage audiences more effectively. Transitioning budgets from linear to CTV is not just strategic but necessary. #CTV #Advertising #MarketingStrategy #ViewerEngagement #Marketing

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Today's report from Madison and Wall on IPG's results contains an interesting comment. Noting that IPG is behind Omnicom and Publicis in principal-based trading (aka Inventory or Proprietary Media), M&W states the following: "...because essentially all large clients by now accept that their agencies participate in these activities, additional growth opportunities will surely follow". Brian Wieser, CFA and his team are nearly always on the money but this time I'm not sure they are right. It is possible that all large clients know that their agency groups do this, but this is not the same as agreeing to do it. There are big advertisers who don't agree with the principle and practice of principal -based trading and do not allow it. The recent study by Association of National Advertisers showed that understanding of it is far from universal (although this wasn't only 'large' advertisers). Principal-based trading delivers very little advantage to advertisers compared to the benefits to the agency groups, and advertisers need to jump through many hoops if they agree to it but with limited upside. It is interesting that Publicis and WPP have engaged in trading blows over their reliance on this. It is far from certain that Principal-based media is the panacea it appears to be for the big groups. Steve Boehler

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Sign up now for our webinar on June 5th on the exciting developments in leveraging first party data using LiveRamp to achieve stronger ROI.

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For as much energy as #advertisers and agencies have put into supply path optimization over the years, the #programmatic supply chain is still in need of cleaning up. See the recent examples of made-for-advertising sites, Forbes and Colossus calling into question ad buyers’ abilities to control what inventory they’re purchasing programmatically. This helps to explain why Digitas North America is planning to take a stricter approach to how it sources inventory. In this piece by Tim Peterson, we speak to Leah Askew.

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Innovid’s new guide reveals benchmarks, tips, and case studies for effective CTV shoppable ads, helping brands increase engagement and sales this holiday season. Read the Latest full News - https://lnkd.in/dwkh9N3z #MarTech #MarTechedge #Innovid #ShoppableAds #CTV #InteractiveAdvertising #HolidayMarketing #AdTech #AdvertisingInnovation #ROAS #MarketingStrategy #ConnectedTV

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At Beet.TV's #BeetRetreat Berkshires, our SVP of Demand Facilitation Mike Evans gave his thoughts on how agencies can tap into the commerce media market efficiently. “Once you understand endemically what aligns with your brand, you can go a level deeper and start to understand what these folks have to offer in the market.” Check out the video here: https://lnkd.in/ewb-JeGF

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Cameron M. Hackett (Kiely), Sr. Director of Media Strategy (expectant new Mom) discusses the controversial topic of pregnancy in advertising and explains how agencies and brands can approach it differently. #LiveEmpowered #EmpowerMedia #Strategy #Advertising #Marketing #Pregnancy #Women #LargestWomanOwnedAgency

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Addressable TV Is a Must-Buy. With adoption surging to over 50% of advertisers—up from just 35% last year—addressable TV is no longer a "test budget" tactic. In the article below, industry leaders share insights on the rise of addressable and its benefits to advertisers. Representing 75% of U.S. Addressable households, Ampersand should be your first call when entering the world of addressable. We can't wait to hear from you. https://bit.ly/416yPtv #MovingTVForward #AddressableTV #TVAdvertising #AdTech

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Now accounting for over 40% of TV usage, streaming TV (STV) is transforming content consumption and challenging advertisers to rethink how they measure conversion rates, frequency, and engagement by moving beyond traditional metrics. #FutureOfStreaming #AdTargeting #Measurement #TV

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Magnite's recent growth underscores the power of programmatic CTV in the evolving advertising landscape. As reported by AdExchanger, Magnite, the largest independent sell-side ad platform, has continued to expand its footprint, driven by the surging demand for programmatic advertising on Connected TV (CTV). This growth is fueled by the shift in consumer behavior towards streaming platforms, which now represent a prime opportunity for advertisers to reach highly engaged audiences. Programmatic CTV offers unparalleled precision in targeting, enabling advertisers to deliver personalized ads at scale, a capability that traditional TV could never match. Magnite's success is a clear indicator of the growing importance of CTV in the digital advertising ecosystem. As more viewers cut the cord, advertisers are reallocating their budgets to CTV, and platforms like Magnite are at the forefront of this transition. For marketers, the takeaway is clear: investing in programmatic CTV is no longer optional—it's essential for staying competitive in a rapidly digitalizing world. As Magnite continues to innovate and expand, we can expect programmatic CTV to play an even more significant role in the future of advertising. #CTVadvertising #programmaticadvertising #advertising #CTV #Magnite

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As election season approaches, cutting through the noise becomes increasingly challenging. Political campaigns often dominate prime slots, leaving brands with fewer opportunities and rising costs 👨‍💻 So, what’s the solution? Focus on your customers! Monitor your engagement, craft messaging that aligns with your brand, and stay true to your identity. Remind your audience why they followed you in the first place 📣 For more tips on how to navigate the election wave effectively, check out the article below! #BrandAuthenticity

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Looking forward to this discussion on the future of #measurement & the incredible insights from this amazing panel! #attribution, #MMM, #MTA

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Addressable TV advertising has seen significant growth, with over 50% of advertisers now considering it a "must-buy." As streaming shifts to ad-supported content, brands are finding new ways to reach consumers, though challenges around costs and data persist. Explore the trends driving this evolution and what’s next for the future of addressable TV. https://lnkd.in/gDgFRjpm . . . #CTV #Advertising #Marketing #DigitalTransformation

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✅🖥️ AdExchanger (10/11): “Paramount’s move represents a serious shake-up because TV publishers that use Nielsen alternatives (like VideoAmp, iSpot and Comscore) typically do so in tandem with Nielsen, which has been the foundation of TV ad measurement for decades. In this case, however, Paramount and Nielsen failed to come to an agreement in time for their contract renewal. Despite the strong sentiment, a break from Nielsen’s services isn’t ideal for Paramount. Advertisers and media buyers have leaned on Nielsen ratings since the 1950s. That (fact) has been spurring a lot of conversations on LinkedIn lately. On the one hand, Paramount could be a trendsetter. “If Paramount is able to do business using VideoAmp without [a financial] downside, then other programmers will naturally start considering making the same move,” media measurement vet – and VideoAmp’s former chief measurability officer – Josh Chasin observed on LinkedIn. “This is a critical moment.” Chasin was commenting on a post written by Marshall Cohen, an industry vet and media and marketing consultant. Cohen notes that Nielsen keeps its service fees high not simply out of stubbornness, but because its business model doesn’t leave much room for negotiation. If Nielsen lowers its prices for one client, according to Cohen, they have to lower prices for everyone. “This,” he argues, is very difficult with private equity owners, who don’t understand the business [and just] want better returns.” Still, Cohen writes, it’s likely a renewed contract will – eventually – put an end to the contentious standoff between Paramount and Nielsen. “Rarely, if ever, does a media company go without Nielsen ratings for very long,” Cohen says.” ⬇️ #measurement #streaming #lineartv #ctv #ott #tvos #acr https://lnkd.in/eNaWgx7W

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With cookies disappearing, advertisers are exploring new approaches. In fact, programmatic growth is expected to outpace nonprogrammatic, as advertisers focus strategies on first-party data and invest more in closed ecosystems like walled gardens. Download the Programmatic Ad Spending Forecast H1 2024 from eMarketer to: ✅ Understand the impact of cookie deprecation on transaction methods and devices ✅ Discover why advertisers are turning to walled gardens and how this will affect advertising across the open web ✅ Learn what’s next for Google’s Privacy Sandbox, smaller advertisers, and 2024 TV upfronts trends Grab your copy now: https://lnkd.in/dX6D8FSz

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Are you curious how data-driven curation can help drive efficiency for brands? Stacy Bohrer shares how the role of the SSP has evolved to help buyers leverage curated data to refine their targeting to reach their desired audiences. Read more in our blog: https://bit.ly/3SzJat6 #DemandAddressability #Curation

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