Mark Schwartz

Oracle's decision to shut its advertising business by the end of September has sent shock waves through the ad industry. Brands and agencies rely on Oracle's data cooperative, audience modeling, and data marketplace. With these tools disappearing, it's crucial for brands and agencies to adapt and find new paths forward. Read our latest article featured on AdExchanger to assess the impact and plan your next steps: https://lnkd.in/eemvFCeW #DataDrivenMarketing #MarketingStrategy

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The AI conversation in retail often gets stuck on automation, but here's what excites me: AI's potential to create intensely personal, human experiences at scale. It's not just about efficiency - it's about crafting those meaningful moments that make customers feel truly seen and understood. 🤝 Michele Fitzpatrick nails it in this Retail Today roundtable - it's about using AI to transform digital interactions into deeply personal connections. Think less 'robot efficiency' and more 'digital empathy.' This piece beautifully breaks down how retailers can harness AI to create those magic moments that turn shoppers into loyal advocates. Great read for anyone passionate about using technology to deliver intensely personal human experiences in retail. The future of retail isn't just automated - it's authentically and personally connected. 🎯 #RetailInnovation #RetailTechnology #AIinRetail #RetailStrategy #FutureOfRetail #CustomerLoyalty #AI #MarketingAutomation

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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/gt2aM2jG

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Automation offers some benefits, but the inherent risks to automation in the programmatic supply chain point toward an existing legacy of #AdFraud and unbalanced deals in the space. If the industry cannot be trusted in its current form, what can make advertisers feel secure should even more of the process be conducted by black box algorithms? Trust is valued at a premium, and the way things are going, there is little confidence in automation's ability to bolster that trust. #AdTech #Innovation #AI

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At #ShoptalkFall, dentsu and Merkle's Holden Bale will unveil exclusive data and insights on the future of retail and “unified commerce,” including growth forecasts and consumer shopping behavior. Check out the full agenda here: https://bit.ly/4eT813C

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E-commerce remains a small part of retail — 16% of total retail or 22% of core retail as of the second quarter — but has lately contributed more than its share. Over the past four quarters, e-commerce drove 53% of growth. In the past, it was closer to 30%. It is interesting to see that, relative to 6.5% e-commerce growth, the largest retailers, Amazon and Walmart, and new upstarts from China, Shein and Temu, are outperforming the market. Meanwhile, many smaller players, including eBay and Etsy, saw flat or negative growth. #ecominsights https://lnkd.in/eqrKEv47

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"A food and beverage company could mine half of its value from a digital and Al transformation of the customer and channel management innovation zone." McKinsey & Company states in an analysis released on October 3rd. For my CPG community on Linkedin, please comment & share what have you implemented so far and what the pain points have been (if any). Check out "Fortune or fiction? The real value of a digital and Al transformation in CPG" https://lnkd.in/eZbZmHPN

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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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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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#RetailMedia #Incrementality - can you say buzzwords, anyone! This fantastic article by our talented Josh Dreller and incrementality guru Kenzie O. gets to the heart of the matter - sorry, #iROAS is important but not THE silver bullet. "Your retail business isn't one dimensional - and your incrementality measurement shouldn't be either. This means iROAS is a great foundation when you start with a customized approach, but it is vital to also look to the future to see how iROAS should pair with other incrementality indicators to provide you with holistic measurement support." Read the article for more: https://okt.to/a6xMbe Comment with your thoughts - what else is critical to consider in defining incrementality for YOUR business?

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🛒 Hot off the press: Publicis Groupe has been named a Leader in “The Forrester Wave™: Commerce Services, Q2 2024” by Forrester. Read the release and download the full report here: https://lnkd.in/e2tCcGYh #digitascommerce #totalcommerce #PublicisCommerce #CommerceLeader #Forrester #ForresterWave #ForresterCommerceWave #CommerceWave #ForresterLeader 

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Some thoughts about private label in my latest Op-Ed. Be sure to also ask about our Private Label webinar filled with all sorts of actionable intelligence powered by our growing #commerce #data set! Thank you Retail TouchPoints. #marketing, #advertising

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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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Oracle's decision to shut its advertising business by the end of September has sent shock waves through the ad industry. Brands and agencies rely on Oracle's data cooperative, audience modeling, and data marketplace. With these tools disappearing, it's crucial for brands and agencies to adapt and find new paths forward. Read our latest article featured on AdExchanger to assess the impact and plan your next steps: https://lnkd.in/euA_fgRY #DataDrivenMarketing #MarketingStrategy

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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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Just read another insightful article from GDS Group! Consumer preferences are evolving continuously, and retail industry leaders are embracing the changing landscape. Discover the key predictions retail experts shared at the recent GDS Retail Summit NA, including leveraging AI, shifting towards emotion-centric loyalty strategies, and utilizing data for hyper-personalization. Access the article here: https://ow.ly/Ti0M30sEil7 #GDSSummits #RetailIndustry #RetailTrends #ConsumerFocus #CustomerLoyalty

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Retail Media continues its meteoric rise as a crucial advertising channel. With the vast amount of traffic and commerce still occurring online both retailers and brands are leaning into in-store solutions as part of their retail media strategy. Non-endemic and offsite are also quickly gaining traction as part of a holistic RMN strategy.

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A fair and well researched piece this morning. (No I was not a source.) Buried in it is this line. "though a far cry from reports of Oracle Advertising earning more than $2 billion in 2022" It's fair to wonder how Business Insider, came up with the wildly outlandish $2bb+ figure. My supposition is they talked to a single, misinformed employee and never bothered to verify the number. All of this makes the case for the open internet. A niche publisher, AdExchanger comes to market with a well researched thought out piece where the author James Hercher clearly interviewed multiple sources, verified his facts and presents the reader with a clear picture of the machinations behind the curtain. Meanwhile, the Business Insider pieces seem slapdash, sensational and poorly researched. Ironically one would think the larger, more resourced publication would have higher ethical journalistic standards. The reason I bring this up is 2-fold: ▶ This is a subject I have relatively strong knowledge in. Therefore, I am more able to separate facts from falsehoods. Understanding how poor BI's (pay gated) reporting is on the subject is concerning. In the scope of global life, this is a small story. But it's instructive as to the priorities of the modern newsroom. ▶ Independent publishing, which seems to be, in this case, vastly superior to pay-gated big publishing, is at serious risk with the pending demonetization of Chrome. As someone who has built a career in the industry, it's clear that the goal of maintaining a free, open internet is imperative. Lastly, I would encourage the Business Insider newsroom to take a look at their oversight and practices. I doubt that the individual authors of the Oracle Advertising stories are intentionally publishing false information. There is likely a culture that prioritizes speed over facts and clearly a focus on sensational headlines over thoughtful journalistic integrity. I hope as the business matures they can take a more ethical approach. https://lnkd.in/eR-EMUJ6

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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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