Cake.Shop’s Post

If the word ‘curation’ isn’t in your vernacular, you must not be in adtech. Insightful article on AdExchanger about how sell-side curation is transforming the post-cookie supply chain. And another reminder of how the evolving adtech landscape keeps changing the rules. #programmatic #curation #advertising

I've been seeing a lot of posts on curated marketplaces in ad tech... Any kind of curation with an opaque selection criteria is very tricky - transparency is key here. 🔎 And no, fancy buzzwords like "premium", and "brand-safe" don't count as "transparency". ❌ I mean tech-driven, third-party verifiable selection criteria, where the curator does not benefit from prioritizing a publisher over the other, and neither does third-party verifier. 💰 And even then, why is sell-side curation with potential hidden motives better than the advertiser running a test & learn, reviewing results at the publisher level, and curating their own "marketplace"? 🤔 The tech is there for unbiased verification and transparent + granular reporting. If it's not available, it's only because true transparency would cost some of the major players a lot of ad dollars.

This week in Cannes, there will be a lot of discussions about curated marketplaces. What’s the role of a media alliance founded and owned by media companies in this debate? I have had many chats over last few years with and about Ozone | Powering the premium web. Now it is slightly different: having just started a video podcast, it is a great chance for me to share these conversations with everyone. I sat down with Dora Michail-Clendinnen, Chief Strategy Officer at Ozone, and didn’t leave a stone unturned. We spoke about their mission of protecting media brands' value. We discussed direct sales, and the acceleration from all sides towards curated marketplaces: threat or opportunity? I was told about a test that Ozone ran, comparing publisher IDs to the main identity resolution products. We debated what a quality content recirculation system might look like for the members of the alliance. Below is a breakdown of the chapters. You can watch the whole conversation via the link provided in the comments. Feedback is very much welcome! Chapters: 00:00 Intro 00:53 The Ozone media alliance 02:33 The raise of advertising curated marketplaces 05:00 Ad tech curated marketplaces vs. a media alliance O&O marketplace 09:21 How important are reach and scale? 11:13 Ozone’s test on effectiveness of IDs for the post third-party cookie world 18:03 Programmatic Open Marketplace vs Premium Marketplace vs Direct Sales 21:14 Recirculation of own premium content: can a media alliance ditch content recommendation providers? 24:45 Brand reputation 26:05 How a media alliance can support retail media’s audience extensions 29:08 Next steps for the Ozone media alliance, ECOzone and predictions for the next six months Danny Spears Bryan Scott Craig Tuck Matthew Townsend Paul de la Nougerede Amrit Mann Alex Maude Mercedes Shackleton García de Polavieja Charlotte Seagers #media #advertising #marketing #programmatic #identityresolution #contentrecommendation #monetisation #strategy #ai #SustainableAdvertising #AdTechForGood #sustainability

Walmart de México y Centroamérica is presenting a new Walmart demand-side platform (DSP) designed to help its advertisers improve the performance of their media plans with cookieless data, advanced formats, and audience and supply integrations. The new DSP also enables Walmart Mexico advertisers to leverage programmatic technology to drive performance with artificial intelligence (AI)-powered optimization and obtain access to the discounter’s first-party audiences and curated supply. Conversations On Retail, Chain Store Age

In today’s competitive #CPG landscape, #marketing has become the key driver of success, surpassing even product quality. The shift to digital platforms like YouTube and TikTok demands that brands deliver meaningful #content that builds trust and value. Operating on a single source of standardized #data enables faster, more robust #insights and enhances performance. It allows teams to work with consistent, accurate data across channels, improving decision-making and fostering better consumer relationships through a streamlined, data-driven approach. #datastandards #dataquality #contentsupplychain #bigdata #innovation #digitalmarketing #Claravine

"To be effective, content must be relevant, credible and/or entertaining," says Mark Ryski, Author, CEO & Founder of HeadCount Corporation. "The Best Buy/CNET partnership seems like an ideal fit. The days of posting product fact sheets are over. Retailers are coming to terms with the tremendous media opportunity that they have and combining their efforts with credible media players can make a meaningful difference. There’s no doubt that any retailer that has a large audience will be watching this and others in the industry who are blazing the trail. But this isn’t just about eyeballs, it’s about connecting the media content to sales outcomes. There’s also a lot at stake for the media companies and content providers. By leveraging their content (and creating new content) for retail partners, they create a new revenue stream. Retail media networks are big and they're going to get bigger and better – the Best Buy/CNET partnership is a good example of why." Check out more insights from one of the retail industry’s leading experts - https://buff.ly/3qRfPx2. More great comments on this topic by RetailWire's BrainTrust experts including: Neil Saunders, Carol Spieckerman, Georganne Bender, Gene Detroyer, Jeff Sward, David Spear, Lisa Goller, MBA, John Hennessy, Brandon Rael, Ananda Chakravarty, and David Biernbaum.

“Obsess the Consumer” was ingrained in me at Nike and continues with me at Amazon (a leadership principle is Customer Obsession). Understanding your customer - who they are, what / where / how they are engaging with you, and where are they going (anticipating what’s next) is key. ⭐️ Thought leaders at Cannes Lions Festival of Creativity are posting all week. A theme I’m seeing is the growth of retail media. Everything is becoming an ad network; Krogers, Chase, & United Airlines are hosting events to engage advertisers (not just Target and Walmart) ▪️They are using 1st party data & positioning commerce media as a leading force in the evolving digital advertising. ⭐️ Amazon Ads unveiled an ad-targeting solution called Ad Relevance that does not rely on cookies or other 3rd party identifiers. ▪️ It uses artificial intelligence (AI) to analyze billions of browsing, purchasing and streaming data points from across Amazon properties, matching those insights against what content a consumer is viewing in real time. https://lnkd.in/gCncrhmX https://lnkd.in/gYp2HaPK #futureofcx #futureofcommerce #futureofretail #retail #brands #advertising #retailmedia #businessnews

Prime day is coming! 👀 With the biggest retail event of the year just one day away, how do adtech industry leaders predict brands will approach it this time around? In an exclusive comment for Mediashotz, Savina Parvanova, Global Marketing Director, shares her thoughts: "Now that the industry knows how to get the attention of the audience, they will focus on what to do with that attention, namely, the emotional resonance of an ad on individuals, something AI cannot really understand. How do you actually get someone to relate to your product and eventually buy it? Marketers always say "content is king" but I think in the next few years, marketing messaging will become more important than ever," says Savina. To hear more from Savina, read her full comment below: https://lnkd.in/dZpGxpJN #amazonprime #primeday24 #LimelightInc #Technology #Marketing #adtech

We have the first solution of its kind to identify creators based on their audience’s actual purchasing behavior. This aligns creator selection with actual purchase behavior. Powered by Inmar’s first-party transactional data, Commerce Fitscore™ enables brands and retailers to select creators based on their audiences’ likelihood to drive sales performance. Check out more about Commerce Fitscore™ here: https://lnkd.in/gxmk-2jr

Simon Property Group is incorporating a retail media network, powered by Mirakl Ads. What does it mean? 👀 They care about their sellers. Mirakl Ads is the only retail media solution tailored for marketplace, empowering sellers to instantly and significantly boost their visibility and sales through advertising. 🏆 They care about their customers. Mirakl Ads is the only retail media solution leveraging proprietary AI to maintain curation and personalization at scale. 🚀 They care about their ROI. Retail media has a gross margin of 70-90%, and Mirakl Ads makes it possible for marketplace operators to launch their network in seconds, delivering results almost immediately. Learn more about what Mirakl Ads can do for you: https://lnkd.in/eA4EuzSt https://lnkd.in/eTaD3Vym #Retailmedia #MiraklAds #DigitalAdvertisting #EcommerceGrowth #Marketplace