Tyler Rhodes

Netflix streaming was one of Amazon Web Services (AWS) early success stories and proofs of concept (I'll drop a link in the comments). "Amy Reinhard, the company’s president of advertising, was clear: Netflix will roll out a proprietary ad tech platform by next year." Could Netflix in-house #adtech be the next Netflix <> AWS collab? There's history there and this could be a major win for proving the value of AWS for Advertising out in the wild... #adtech + #cloud = 🔥

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More than just media.

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David Nyurenberg, your article struck a chord with me. It reflects where we’ve been as an industry and, hopefully, where we’re headed. I remember when media planning was rooted in quality and context. Early in my career, I worked on campaigns where publisher credibility was as critical as the creative. We poured over placements, ensuring ads appeared in environments that elevated the message rather than just reaching an audience. It wasn’t about chasing impressions; it was about creating resonance. But somewhere along the way, the allure of hypertargeting pulled us off course. I recall the first time I was asked to justify a campaign’s success using metrics that, deep down, I knew didn’t reflect true impact - CTRs on a subpar site that wouldn’t pass even the loosest brand safety checks. It felt like we were trading integrity for convenience. Fast forward to today, and your article highlights the consequences of that trade-off. Made-for-advertising sites, inflated metrics, and automation tools prioritising scale over quality are symptoms of an industry that has lost sight of its purpose. But as you pointed out, there’s hope. Voices like Hershey’s Vinny Rinaldi and Walgreens’ James L. pave the way for a much-needed shift that values the environments in which we place our messages as much as the audiences we target. This shift feels personal to me. It’s a return to what I first loved about marketing: the balance of art and science and the belief that where you tell your story matters as much as the story itself. The challenge now is to act. To hold platforms accountable. To educate teams on the importance of supply-path optimisation. To champion quality-first metrics. Your article reminds us that change is possible, but it requires all of us to step up. The question is no longer whether this shift is necessary - it’s whether we dare to lead it. Let’s ensure this moment isn’t just a reflection but the start of a revolution. Keep up the great work, my friend. Ivan

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Great article for us to take cognisance of category and brand maturity models to identify how and where to spend media marketing money to get the best attribution. Upper-funnel advertising products prove especially effective for small brands, while medium-sized and large brands benefited most from lower-funnel advertising. Similarly this will also change if it’s a pureplay marketplace or specialist retailer as on platform search is dependent on brand and category’s maturity.

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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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Today, programmatic now accounts for three-fourths of all CTV transactions as digital video ad spending becomes more focused on performance-driven outcomes like sales, leads, and website actions. #AdSpend #Advertising #CTV #Programmatic

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Why should political buyers warm up to CTV this season? Magnite's Head of Political Demand Erik Brydges spoke to AdExchanger about how political buyers are effectively using programmatic and ACR data.

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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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As #thirdparty cookies near deprecation, ad tech companies are innovating to build audiences for media buyers. #Sellside curation is emerging as a key trend, where #firstparty customer data from buyers is matched with publishers' first-party audience data to create private marketplaces (#PMPs). This shift changes the traditional roles of #DSPs, #SSPs, and #DMPs, leading to new dynamics in the #programmatic ecosystem. Key Highlights: ✅ SSP Curation: SSPs now leverage first-party data from publishers, enabling large-scale activation of second- and third-party audiences without third-party cookies. ✅ Data Marketplaces: SSPs are partnering with third-party data providers to enhance audience matching, creating new data marketplaces. ✅ Real-Time Reporting: SSPs offer real-time data matching and reporting, improving transparency and efficiency. ✅ Flexibility and Control: Sell-side curation provides advertisers with more flexibility and control over audience identifiers, bypassing DSP limitations. ✅ Industry Impact: The evolving landscape is creating new opportunities and tensions, as SSPs gain prominence and DSPs adjust to reduced control. As the ad tech industry adapts to the loss of third-party cookies, sell-side curation is transforming how audiences are built and targeted, paving the way for a more connected and efficient advertising ecosystem. #sellsidecuration #programmatic #advertising

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Reddit, Inc. went public earlier in March, and it's first earnings call CEO Steve Huffman attributed this growth to an increase in Reddit’s daily active user base due to a boost in search traffic from Google. I found this interesting because as a juxtaposition, many companies are crying foul over Google's Search Core Updates which are now pushing traffic to certain larger publisher sites. The main issue is a lack of transparency of what's changed and why in the eyes of many SEO consultants https://lnkd.in/gqVnjkAD Regardless, it's clear Reddit is a winner 🏆 of these changes. "Huffman said the bump in logged-out traffic came disproportionately from search. It was prompted not by the partnership with Google that Reddit announced in February, but by improvements the platform has made to its page loading speeds, which improves its Google Search rankings." While this maybe true, I think there will be conspiracy theorists out there who will be skeptical given that partnership agreement which allows among other things, Google to license Reddit's user-generated content for model training.

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It’s no secret that we are approaching a 100% digitally delivered TV future. What does the new advertising ecosystem look like? And how are brands like Roku and SiriusXM integrating generative AI content without losing brand voice and authenticity? Join Ad Age and yours truly today in New York.

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Building a media network? Don’t leave money on the table! LiveRamp's checklist is like your blueprint for data monetization success, helping you lay a strong foundation for growth. This checklist has everything you need to start paving your way to new revenue.

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CTV ads + first-party data = your new marketing power couple 🤩 Want to learn how brands like Kroger and Nielsen are making the most of CTV? LiveRamp's CTV Activation Guide for Brands is here to help you turn viewers into buyers, one ad at a time. https://lnkd.in/g8J-Bme9

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Time-based pricing models have been problematic since inception, yet tend to be the default for many agencies. Moving away from this system isn't easy, but it will become increasingly important in a world powered by AI. A recent piece in AdAge (link in the comments) argued that Modern agency pricing models should prioritize relationships over time-based costs. Imagine a world where agencies and clients focus on partnerships, not transactions. A world where the true value of creative work shines through. Where shared success takes precedence over clock-watching. 🌟 What are your thoughts on shifting from time-based to alternative models?

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Dear Pinterest Ads Manager, In the past decade, you've had the advertising world at your hands for the taking. You have uniquely ironed out your space as the 'Discovery' platform. You are undoubtedly driving inspiration for planners across home decor, DIY, food/bev, beauty, fashion, and more. 𝘞𝘩𝘺 𝘪𝘴 𝘪𝘵 𝘴𝘰 𝘩𝘢𝘳𝘥 𝘧𝘰𝘳 𝘺𝘰𝘶 𝘵𝘰 𝘥𝘳𝘪𝘷𝘦 𝘥𝘪𝘳𝘦𝘤𝘵 𝘴𝘩𝘰𝘱𝘱𝘪𝘯𝘨 𝘧𝘳𝘰𝘮 𝘺𝘰𝘶𝘳 𝘢𝘥𝘴? - Your algorithm is light years behind, despite having the best in-platform signals for real-time shoppers. - Your ad creative opportunities are limited, despite a native focus on visual aesthetics and product imagery. - Your landing page experience is frustrating, despite people actively seeking product information. Performance+ is a step in the right direction but please, be better. ADV+ and PMAX are eating your lunch. Sincerely, Performance Advertisers

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Join Theorem's Michele (Schuessler) Bavitz and SiriusXM Media's Molly Fuard for a fireside chat at the TV and Streaming Summit on the 21st and 22nd May! 🔥 As an #advertiser or a #marketer, you will be amazed to see where the #digital age #advertising has reached through #connectedtv and similar networks. 📈 A new-age marketing platform to learn more about and experiment with, as a #digitalmarketer. 🧪 🔊 Check it out and then check us out there! 💯 Cheers! 🚀 #digitalmarketing #onlinemarketing #connectedtvnetwork #ads #adnetworks #digitalmedia #onlineads #onlineadvertising #digitaladvertising

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AI used to scare me and now I’m started to see its usefulness. By seamlessly integrating AI into creative workflows, brands can scale production, enhance personalization, and optimize performance like never before. As AI continues to evolve, embracing its capabilities alongside human creativity is key to staying agile and achieving impactful brand outcomes. #AIinAdvertising #CreativeAutomation #AdvertisingTrends

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