Justin T.’s Post

"This mode of engagement, where readers spend minutes—not mere seconds—immersing themselves in our content, speaks volumes about the value we offer advertisers." I dive deep into why independent publishers and news platforms represent a critical opportunity for advertisers today. As the co-founder of Man of Many, I've seen firsthand the unique value these entities bring to the table, far beyond traditional ad placements. Despite Australians spending 64% of their online time on the open internet, these platforms only account for only 33% of ad budgets. (source: The Trade Desk Survey - 2023) We're not just another ad space; we're a trusted voice in a crowded digital world, offering credibility, quality content, and a deeply engaged audience. In an era where brand safety and meaningful connections are paramount, aligning with digital publishers is not just a choice but a strategic imperative for agencies and advertisers looking for true impact. Mumbrella #Media #Advertising #IndependentPublishing #Engagement #ManofMany

Lou Paskalis, Ad Fontes Media Chief Strategy Officer, labels News as the best channel for advertising investments. Based on the study conducted, news consumers often possess valuable socioeconomic and demographic factors beneficial for brands. Time to put news back on your advertising plans! #media #advertising #newschannel

The “Forbesgate” incident is an effective confirmation of the validity of many points we are regularly making about the future of media monetisation and digital advertising. - We have been able to single out Forbes because it has a recognisable name and “face”. Buying direct is always the best approach for advertisers and agencies that want to know where their budgets are going. And counteract surgically if, where, and when problems arise. - What happened with Forbes is part of a legacy issue. Historically, many quality media owners handed over the keys to their monetisation strategies to ad tech execs, rather than media execs with a holistic sensitivity, knowledge, and approach. For them, the ad-slot is the product, not the content. The audience consists of IDs, not people. The objective is advertising revenue and not, i.e., ARPU. And the hard-to-die obsession/delusion with infinite scale contributes to the rest of the issue. It serves as another wake-up call for the need for media monetisation strategies to have a holistic, aligned nature within the organisation. - Misaligned and plainly wrong incentives are at the roots of the “Forbesgate”. I don’t know to what extent “Media.net” is involved in the monetisation of Forbes, but protecting its own environment should be the top priority for any media brand that isn’t MFA. Handing it over to third parties could be… risky. - Most, if not all, of the inbound traffic to the “MFA Forbes” came from content recommendation widgets, usually employed by… quality publishers. This turns “Forbesgate” from being an opportunity for differentiation for quality, trustworthy media owners, into a potential accusation of being indirectly complicit. - Ultimately, there are contradictions among many of those highlighting the difference between real Forbes vs clone Forbes and calling it a disgrace and a scandal. If they were so concerned about the destination of their budgets, they would be buying direct in the first place. By doing so, they could take firm action when their trust is betrayed, but knowing exactly “which bell to ring”. I am posting some articles I wrote during the years on the individual points above in the comments. #media #advertising #adtech #publishers #mfa #monetisation #strategy #userexperience #audience #data #privacy #engagement #context #content #contentrecommendation

📢 Advertising online can be profitable, but it comes with the major risk of funding hate, extreme content and disinformation. CCDH research found that social media platforms are placing ads for big brands near digital hate and misinformation, therefore spreading harmful content and damaging brand reputations. There are 4 critical steps that advertisers can take to stop funding online hate & disinformation. ✔️ Actively seek control of ad placement data ✔️ Develop policies to address ad placement near harmful content ✔️ Create a list of keywords that you want to see near your ads ✔️ Learn about social media platforms’ brand safety tools #SocialMedia #DigitalAdvertising #BrandSafety Read the full explainer to learn more: https://lnkd.in/eDAtuDys

💡Excited to share insights from our Joint Chief Strategy Officers, Geoff de Burca & Richard Kirk, as they delve into the future of media in their latest feature for Creative Salon Worldwide. They comment on the evolving landscape of '2024 Media Trends: Search, Community-Powered Partnerships, and Creative Planning.' 🔍 Check out the full article here 👉https://bit.ly/3SJyNSv #2024MediaTrends #Search #GenAI #MediaInnovation

What a privilege to be featured in this month's industry profile in AdNews Australia. As a Founder, these thought pieces are a good opportunity to pause and reflect on what you have achieved, what keeps you going and a reminder to relax and have some fun along the way! Hope you find a bit of inspiration in here 🤗 #entrepreneur #femalefounder #womeninresearch #womeninbusiness #startup #marketresearch #data

Why traditional media is still so important in a digital world https://lnkd.in/ggEwNyy9 'It’s about how you use traditional and analogue media with digital that's so important', says Suzana Lay #media #analogue #digital

🔴 "#X" is #DOOMED 🔶️ A record number of #advertisers plan to pull back from X next year because of concerns over being associated with #extreme #content. 🔶️ According to a global survey of industry executives by analytics group Kantar, a net 26% of #marketers planned to cut advertising spending on X in 2025, the biggest recorded pullback from any major global advertising platform.

The engaging debate about The Trade Desk's strategy continues. In their latest Digiday analysis, Seb Joseph and Ronan Shields dissect the pros and cons of TTD's latest moves, and the rationale behind them. It was a pleasure to contribute with my opinion, which I further expanded in a newsletter that I titled "Don't blame The Trade Desk" (link in the comment below). What this discussion shows us, once again, is that having a long-term strategy is the single most urgent requirement for media owners. Nothing happens accidentally, and the current developments result from a clear path that started taking shape years ago. It is nothing new, and the question about a premium advertising environment built on exclusivity has always been about when, not if. But many media companies always seem to realise the bigger picture in their advertising channels at the very last moment. It's not too late, and it is as important as ever, because a digital advertising ecosystem without self-sustainable media owners is destined to fail, no matter how we dice and slice it, or if we focus on the top 10, 100, or 10,000 media brands. #media #advertising #marketing #adtech #programmatic #monetisation #strategy #walledgardens #userexperience #audience #data #engagement #identityresolution #content #contextual https://lnkd.in/ekJ_CK2x

📊 As the 2024 political season approaches, it's poised to reshape the media landscape like never before. With record-breaking ad spend and groundbreaking advancements in AI-generated content, the challenges and opportunities abound. Some of the top priorities include navigating inventory scarcity and safeguarding brand reputation amidst divisive content. Want to stay ahead? Uncover some key insights and strategies in this article to prepare for the political season! #PoliticalAdvertising #MediaTrends #MarketingInsights