Shailin Dhar

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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Traditional pricing based on billable hours and costs per employee is being replaced by more innovative compensation models. We share our perspective on compensation models and options along with some of our peer agencies including Bullish in this recent Ad Age article. Maybe it's time to reevaluate what and how you're paying for agency and media services. Feel free to get in touch. #agencycompensation #agencymodels #performancemarketing #vujadedigital

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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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A great overview of how OpenX has built and evolved our approach to curation (what we have historically called supply side targeting). Stacy Bohrer outlines the spectrum of curation opportunities that exist in programmatic and the specific assets that OpenX brings to the equation. https://lnkd.in/gHsXVpbU

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Another article on curation, but this time with some insightful perspectives on Data & Taxonomies from Joe Root that caught my eye. Worth a read. Totally agree publishers (and to some extent Data Sellers) should have differentiated data taxonomies that go from Direct/PG (most granular) to PMPs (middle) and then open curation (least granular). SDAs are still not the answer (as I've highlighted in previous posts) as as they don't allow adequate pricing control from the publishers side. In addition, the market is also dealing with a disconnect from buyers vs. sellers of data as it relates to the granularity of audience segments. High level taxonomies, sometimes even sub categories, are not what buyers are typically looking for. Movies lovers? Way too high level, what does that even mean? Sci-Fi Movie lovers? Maybe, but buyers often ask for a level deeper, like Star Wars (and then usually want some other audience metrics added). But now we get down to levels where I'd highly question the scale of these audiences in market (especially with continued signal loss).

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Practices like these do so much more harm to the open-web ecosystem than they do good for the few bad actors who, for a quick buck, poison their brands, blow years of hard-earned trust with their audience, and give "premium" a bad name. This is a tough time for open-web publishers. Search and social referrals are in the toilet and media buyers are moving spend to data-rich walled gardens. Adding subpar inventory exacerbates the problem, eroding trust and driving away both audiences and advertisers. After a quick cash injection, the temporary high will fade quickly. For what its worth, at TRUSTX, we've dedicated the last seven years (Happy Anniversary this Saturday!) to building a safe haven for high-performant premium programmatic inventory. Case study after case study proves that our publishers make more when they deliver brands the quality inventory and engaged audiences they want. Our job is to make it easy for brands to buy what they want to buy. My colleagues and I are doing everything we can to keep this crap out of our market. But even we don't know how we'd find this garbage if one of our publishers decided to give it a whirl. We're doing the best we can. If anyone sees MFA coming through TRUSTX, please reach out to us. We'll drop it in a heartbeat. Revenue or not, here we come.

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Had a great, data-driven discussion with Scott Breitenother, CEO of the Brooklyn Data Co. (a Velir company). He shares some great tips for anyone seeking to make better use of #data and #dataanalysis within their organizations. Check out our new interview! #data #dataanalysis

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I am pleased to share that my latest article, "The Growing Complexity of Today’s Media Buying," is now live on the Association of National Advertisers (ANA) website. In this piece, I delve into the evolving challenges and opportunities within the digital advertising landscape.   My goal was to highlight the following issues: #EvolutionofMediaBuying: From simple print negotiations to navigating platforms like DV360, Meta, Amazon, and Walmart’s retail media networks. #BrandSafetyandBudgetWastage: The importance of protecting brand reputation and avoiding costly inefficiencies. #StrategicExpertiseRequired: The need for a strategic approach and deep understanding of digital platforms. #OpportunitiesAmidstComplexity: How mastering digital nuances can open new doors for brands. For a deeper dive into these insights, check out the full article!   #DigitalMarketing #MediaBuying #BrandSafety #AdTech #MarketingStrategy   https://lnkd.in/dNBgeM9s

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Few interesting points I took in from The State of Agency Operations report 2024*: (1) 73% of agency leaders believe AI will enhance their profitability and efficiency. (2) Agencies are trapped in a cycle of outdated processes, and the cost is steep. Over-reliance on manual tasks is leading to a cascade of issues that hinder efficiency and accuracy. The Agency market is certainly challenging, and similarly one of the biggest challenges that tech businesses have in taking AI products to market is that this stuff is all new. Decision makers are nervous (they lack understanding of the benefits), there are gatekeepers in organisations that are protecting their positions (short sighted view), and in many cases the tech isn't enterprise ready (difficult to use = difficult to adopt). Numerous barriers - that result in point (1) not solving point (2). But forward thinking Agencies - that are ready to innovate, invest and adopt are genuinely now seeing the benefits, and I've seen the impact AI solutions such as Wooshii Assist can deliver to an Agency's bottom line. Publicis Pro are one such partner to Wooshii who are taking massive strides in this area (thanks Jon Lonsdale 💪 ). Economic uncertainty can not only impact investment but also lead to stagnation - but it's absolutely an opportunity for forward thinking Agencies to lean into innovation and take share. There's a window. * Thanks to research carried out by Teamwork & Censuswide, surveying 503 agency c-suite decision makers and owners across the US and UK with majority of respondents in mid-large sized agencies (34% 51-200 employees; 28% 201-500 employees). #aimarketing #ai #agency #wooshii #publicispro #thestateoftheagency

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📣 Scoop by Sara Fischer at Axios📣 📺Maybe I am dense and maybe I am talking to the wrong people, but I have yet to hear from anyone who thinks this is a good idea. The article notes that they will "partner with other hardware companies, such as smart TV manufacturers, as well as various television distributors, such as airlines, hotel chains, and gaming companies." I mean, great, but who? In the US, all of the. major OEMs already have their own proprietary OS: Samsung, LG, VIZIO, Roku, Hisense, Amazon. How many people actually watch TV on an airplane (versus watching movies or their own media.) Gaming companies? Decent sized market, but it would require people not sure the OS already on their TV. And the truth is most people are pretty happy with their OS. The promise of a better ecosystem for *advertisers* does not seem to be something consumers would particularly care about. Are they thinking they will compete with white-label TV OS companies like Titan OS and Whale TV? Because those companies have also been looking out for advertisers... and, more importantly, consumers. Am I missing something? Anyone? Bueller? https://lnkd.in/eWm8YaXi

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Contextual Moments = Reaching viewers when content has conditioned the optimal mindset. It is where art and science can drive outcomes for advertisers and a delightful viewing experience for users.

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A welcome reminder on the limitations of programmatic advertising despite its incredibly widespread use. The lack of transparency regarding where ads are displayed and the quality of placements remains a significant issue. Also, programmatic platforms may not always ensure brand safety, with ads appearing alongside inappropriate or harmful content. On top of that, relying solely on programmatic channels can limit the control advertisers have over ad placements and targeting parameters. And this is before we get to the demise of the 3rd party cookie. Interesting article to read and not surprised Bloomberg switched to a clean, direct-sold model. #DigitalAdvertising #Programmatic #Monetisation #OnlineAdvertising

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Through direct integrations with publishers Teads has sight of consumers digital reading habits...those familiar with Teads will see this as 'old news', but here is where it gets interesting....we are now combining this with our understanding on the content they watch to create a single profile across multiple screens, unlocking new targeting, measurement & product solutions for our customers. #omnichannel #teads #targeting #measurement

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So, Omnicom's proposed deal to acquire IPG is official. That was the easy part. Now they need to get it past shareholders and regulators. Most observers think that should be largely straightforward. The biggest task is the integration of two huge companies with tens of thousands of staff. That involves dealing with client concerns, layoffs, and bruised egos when senior staffers are overlooked for the remaining key roles. The short-term disruption offers opportunities for rivals to poach clients and talent. But in the long term, this deal is all about scale and moving the advertising company further in the direction of the way the marketing world is moving. Current OmnIPG workers (and shareholders) will be hoping that any cost savings are reinvested in areas like tech, AI, data, creativity, and commerce. Read my analysis of the $13 billion advertising megamerger at Business Insider With thanks to Simon Nicholls, Sir Martin Sorrell, Laura Desmond, Simon Francis, Greg Paull, and others who helped with this piece #omnicom #ipg #advertising #agencies https://lnkd.in/gApjZDBu

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👻 Nothing gets Adtechies in the spirit of Halloween more than Mark McEachran's recent AdExchanger piece. #RIPCookies Advertising is changing. External drivers such as major FAANG plans no longer overshadow internal sell side strategic initiatives. It turns out executing against roadmap priorities: ♻️ mitigates engineering waste 😨 eliminates scope creep 🎁 secures tangible deliverables 🙄 There is nothing more irritating than committing to a roadmap, but everything under the sun and outside of your control delaying it. We know Google's announcements derailed things more than once. Now that the embrace of Alt IDs is taking shape, its time to focus more on analytic attribution instead of inferred uplift. Answering the question of ROI was always the more important and interesting conversation anyways. That said, Mark does a great job explaining the shift and I'd recommend taking a read if you haven't gotten around to it yet.

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#SGE has officially arrived! Get insight on the new Google search experience and how your brand can take control in Intero Digital's article:

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I agree with Jonathan Joseph: Publishers need to "reposition themselves as champions of data dignity" The news media industry is predicated on consumer trust + syndication which drives a cycle of monetization. The cycle is in peril for countless dynamics outside the publisher's control. At lockr, data dignity is exercised by consumers via our consumer platform and SSO. Beyond creating a kick ass consumer suite, we've been putting our heads together with publishers to see what else we can do to juice revenue numbers. Times may be hard, but the future is looking ☀ 🚀 🚀 🚀 #publishing #datadignity #data #revenue #digitalmedia

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Great work of Abhishek Sen and team at NumberEight (on of our portfolio companies at COREangels Big Data & AI Europe) towards privacy-first-advertising by creating a framework and guideline for so called "ID-less online advertising solutions". The demand for ID-less solutions is increasing for clear reasons: persistent identity signal loss, regulatory oversight, privacy-oriented browser modifications, and the need to retain some level of addressability. As outlined in the report, an ID-less solution is defined as one that maintains an individual's anonymity while still enabling addressability. “The shift isn’t easy, but those who act now will lead the industry into the future.” NumberEight CTO Chris Watts was quoted in an article about the new guideline at adexchanger: https://lnkd.in/dxEg66zA

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What should the marketing community do about problematic ad placements? If the fundamentals are missing or broken, then it's almost impossible to do anything more complicated on top of that. The most basic function of an ad agency, going back to letterpress days, has been tear sheets -- inform the brand decision-maker about the context in which their ad ran. When the web advertising business has trouble doing that, and an advertiser doesn't get a comprehensible report about what they're sponsoring, then it's first priority to fix. The agency has a responsibility to make it clear to the client where their ad is running, and the adtech scene has the responsibility to give them the tools to do it in a clear and practical way. And yes, the agency's responsibility to inform the client about what they're sponsoring is more important, not less, in situations where the client would prefer to pretend not to see what they're sponsoring.

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