Shiv Gupta

Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gt2aM2jG

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Captify®'s Search Intelligence can reveal what audiences are looking for in real-time. See how Captify and Magnite work together to help advertisers activate those insights on CTV. https://lnkd.in/eRnbM-_h

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How valuable is Add To Cart (ATC) as a metric? Meghan Howard, Chicory’s CRO, discusses this and the need for standardization as the retail media space continues to grow in her latest op-ed with AdExchanger! Retail Media Has Its Own Last-Click Addiction – And The Problem With Add-To-Cart Rates: https://lnkd.in/esXmqhfC

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Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gBPjigx6

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Is your intent data strategy truly giving you a competitive edge? Our new eBook, "The Deprecation of Third-Party Intent," explores the limitations of common data sources and the necessity of diversifying your approach. Discover how to move beyond false positives and bidstream issues to gain actionable insights. #B2BMarketing #IntentData #CompetitiveAdvantage

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Yahoo's latest collaboration with Inspire Brands is reshaping TV advertising with the Yahoo DSP. By streamlining CTV buys primarily with one platform, harnessing the potential of PMPs, and implementing advanced identity strategies, Inspire Brands is elevating targeting and efficiency while setting the stage for the future of media buying. Want to delve deeper into this groundbreaking approach? Read more in AdExchanger: https://lnkd.in/ezuPdQw8

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In this episode of the Revenue Engine Podcast, I talked with Mark McEachran, Senior Vice President of Product Management at Yieldmo, to discuss the evolving landscape of digital advertising. We explore the importance of first-party data, the role of contextual targeting in a post-cookie world, and future opportunities for privacy-focused startups. Check out the latest episode of the Revenue Engine Podcast. Link in the comments.

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In a world where speed and efficiency are paramount, how do we ensure automation enhances our strategies without compromising creativity? This recent article from AdExchanger highlights how automation tools can streamline processes like targeting and optimization, allowing marketers to focus on the creative aspects that drive results. At Perform[cb], we’ve been leveraging these advancements to boost campaign efficiency without sacrificing the uniqueness of each strategy. It’s all about finding that perfect balance. How are you incorporating automation into your marketing efforts? Share your thoughts below! Read the full article here: https://lnkd.in/gQzJysBy

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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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#RetailData #Datadrivenmarketing understanding the overlap and unique audience reach of your publishers, data providers, and measurement partners is critical to succeeding in a rapidly changing identity landscape https://lnkd.in/gmwmRS9p Dollar General The Trade Desk

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As the allure of RMNs grows, marketers will need to exercise caution given the numerous challenges ranging from the lack of transparency to regulatory risks, and the growing acceptance of conquest marketing and the leverage that provides retailers.

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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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At B2B Summit this year, my colleague Hannibal Scipio led a panel discussion with real talk from partner ecosystem leaders. Some key observations -- "Suppliers must prioritize and communicate the value of all ecosystem partners within their organization, not just through sales numbers, marketing narratives, and slide decks. It is essential to demonstrate a commitment to ecosystem-centric GTM success through actions, behaviors, and core principles – active listening, competence, trust, and leadership." Check out more in Hannibal's blog: https://lnkd.in/dUC4Us78 #partnerecosystems #partnermarketing #B2B

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Drumroll...for today's episode of CMSWire's CMO Circle - *How to Become a CMO*: https://lnkd.in/eUAX6dTa Today’s interview explores the journey to CMO, and the steps you can start taking now to get there. Watch and learn: - How to set clear career goals and work backward to build your skills - The skills beyond marketing you need to develop - The importance of building a strong, reciprocal network

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Great day 2 with The Alexander Group at their Executive Forum. Amazing time with multiple cross industry leaders….and it boils down to the same thing in an increasingly converged landscape no matter where you are: 1) Have a plan 2) Empower employees (happy employees=happy customers) 3) Listen/Communicate 4) Customer first

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This is a great read! Check out this report from Mars United Commerce that evaluates the benefits of multi-touch attribution vs. marketing mix modeling in understanding the impact of your connected commerce strategy: https://lnkd.in/gZq6fKdg

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Google 🍪 announcement + Oracle 💰 settlement signal a shift to Consumer-centric advertising. The recent #adtech developments at #Google and #Oracle may seem disconnected at first, but they signify a significant shift towards consumer-centric advertising. Alongside Apple, these tech giants are embracing privacy concerns and strategically repositioning themselves by prioritizing consumers. This move aims to reduce risks and drive growth by empowering consumers, advocates, and next-gen companies to innovate new approaches in place of legacy adtech. The ripple effect is evident, with companies like Amazon and Meta expected to follow suit to mitigate the legal and financial risks highlighted in the coverage of Oracle's recent settlement. I transitioned from retail and ecommerce to adtech two decades ago with a vision to revolutionize advertising by attacking the inefficiencies of offline methods adopted in the digital realm. Seemed like an easy fix but it turned out to be a long slog. I also saw the inherent risk from cookies that hold adtech together to this day. Now it seems the consumer is finally getting a seat at the advertising table, and they don't like cookies or spam. For advertising and publishing businesses, the time is ripe to pivot towards alternative strategies in alignment with this evolving landscape. Seeking expert guidance to navigate these transformations could be the key to staying ahead in this dynamic environment. DM me for a chat or simply to chew the fat :) Google announcement - https://lnkd.in/gu9a-wba Oracle coverage- https://lnkd.in/gA9H-Fey My take from 2013 - https://lnkd.in/gB8QCjF

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