Scott Bender

NEW IAB REPORT: Connected TV (CTV) Ad Format Landscape: How Standardization Can Drive Programmatic Growth and Innovation 📲 https://okt.to/xCgsr1 As #CTV viewership and ad spending soar, it’s clear that the lack of standardization across platforms is stifling the industry’s potential. IAB’s new report explores how innovation in immersive, interactive ads can improve the experience for both advertisers and viewers, fostering a mutually beneficial ecosystem, and offers a comprehensive overview of established and emerging CTV ad formats while highlighting the urgent need for #standardization.

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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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First-party data is great... but it’s only half the story. Watch LiveRamp's latest episode of Here's the deal... with CEO Scott Howe to understand why data collaboration is the key to better advertising performance.

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Good article from EMARKETER’s Meaghan Yuen illustrating the shift in ad dollars to #CTV. The underlying data is from IAB, Advertisers Perceptions, and Guideline with 364 U.S. agency and marketing professionals were surveyed. Keynes Digital works with your marketing team to evaluate the proper testing strategy to validate the incrementality using normalized data. Source article in comments. #CTVAdvertising #ConnectedTV #growthmarketing #performancemarketing #paidmedia #paidmarketing #mediamixmodeling

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I enjoy being able to discuss these topics to drive the ad tech industry forward. Want to know how to make this work for your business or media property? I have a few tricks up my sleeve if you want to get all Copperfield. 😏

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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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Brand safety and suitability protection is a performance driver - not a cost. Smart companies lean into smart tools to make it happen.

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Why is video the future of #B2B marketing? 📈 Merkle's Sonya Hand and other execs reveal how video is helping brands break through the noise and connect with decision-makers in new ways. Explore the full discussion in The Drum: https://bit.ly/3XdzgPf

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What are the best ways to safeguard privacy while delivering personalized ads on CTV? Check out my chat with Sean Cunningham, President & CEO at VAB during the Big TV Summit tomorrow morning. We'll discuss how AI is transforming media activation, day-zero planning, and Seedtag's innovative approach to CTV targeting and measurement. 📍 NYC, NY 📅 September 18th ⏰10:10-10:30 am (EDT) Discover the event here: https://lnkd.in/ejY387r7 #ContextualAdvertising #CTV #AdTech #privacy

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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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Interesting insight into conversations between Google and publishers, all seemingly focused on yield optimization for their respective organizations with little discussion on improving advertiser campaign performance or return-on-ad-spend. Advertisers investing in programmatic digital media really need to take note of the continued lack of transparency, hidden ad tech fees, and manipulative pricing methodologies that are emblematic of this space and that are sapping their working media dollars.

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You've all searched the internet for answers and gotten an AI summary of the answer based on high-ranking sources. I bet you also didn't click on the article the answer came from. AI search is accelerating the decline of publisher traffic and it's transforming the earned media model as we know it. Here's how we need to adapt:

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From promoting your brand to enhancing customer engagement, AI can help #SMBs thrive in a variety of ways. But every AI application must be guided by a clear and cohesive #AIstrategy.

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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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Shared some additional detail on research we put out demonstrating the effectiveness of Seedtag Contextual Audiences and how our AI Liz deploys DCO and DPO to drive stronger results than standard targeting and creative. Seedtag #contextual #privacy #digitalmedia #advertising #creative

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It’s upfronts week, with many of the big TV networks, from NBCUniversal, to Fox to Disney, and Warner Bros. Discovery hosting their annual presentations. Streaming giants Netflix and Amazon are also joining the festivities.   Measurement is emerging as an important part of this upfronts season, as advertisers are searching for more than just scale — they want to tie measurement and attribution data back to business results — meaning there is a bigger focus on the full loop from reach to conversion. Add in all the jockeying to be the dominant measurement currency and there’s a lot to talk about - with perhaps nothing more foundational than #identityresolution (especially for the connected household). It was a pleasure to join Chris Brooklier from The Trade Desk to talk about all of these things--and how Blockgraph is playing the important role of "data draino" unclogging the pipes of addressable television (credit Jonathan Heller). #householdidentity #measurement #attribution #signalloss #connectedTV #privacy

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I'm incredibly honored & grateful to be Inducted into the NJ Ad Club Advertising Hall of Fame. The recognition for my passion for disruptive adtech innovation moving our industry forward means so much to me and also belongs to the amazing teams I have collaborated with over the years. #advertising #adtech #digitalmedia #digitalmarketing #marketing #media #adagency #digitaltransformation

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The clean room future is no longer on the horizon – it’s here. And for leading companies in every industry, clean rooms are transforming marketing strategies. 80% of advertisers spending over $1B on media are already using them. But here's the thing – most brands are only scratching the surface. While many are using clean rooms for audience insights, only a third are leveraging advanced measurement like attribution and ROAS. And broader collaboration across partners and complementary brands offers even greater potential. Modern clean rooms are now fully interoperable, breaking down silos between brands, retailers, and media partners. In talking with companies across industries, I constantly hear their desire to get started, but also recognize that this represents unexplored territory for many. To help companies navigate the complexity, LiveRamp has put together a playbook of some of the most common tactics, and I've attached a link here. Happy reading!

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How is AI transforming data collaboration use cases? Machine Learning and Generative AI are game-changing enablers of data collaboration via clean rooms. What’s most exciting though: Generative AI is set to transform the collaborative efforts of non-technical users. Read the full LiveRamp report for all of our findings!

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