Adam Rosenkranz

It didn't happen this year, but Google's phase-out of 3rd party cookies is inevitable. EMARKETER's Field Guide explores the varied identifiers available to marketers. The white paper examines: - Why marketers will need identifiers - How identity solutions can help - A full breakdown of Universal ID solutions and non-ID options. Hats off to Arielle Feger for the research and analyst Evelyn Mitchell-Wolf for advising. A special thanks to LiveIntent, Inc. for making the guide possible. Get it here ⬇️ https://lnkd.in/e7YJm6vN?

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Trying to determine your return on ad spend? You’re not alone. That's why organizations are shifting focus from data collection to measurement optimization in 2024. Check out this new report by Wakefield Research to: 👉 Learn what’s top-of-mind for leading marketing, advertising and brand management executives 👉 Find out how data collaboration can help you unlock the full potential of your data 👉 See why data clean rooms are key to illuminating better measurement and richer insights Download now:

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The recently released IAB Digital Out of Home (DOOH) & In-Store Retail Media Playbook offers an in-depth look at how brands and retailers are collaborating to deliver an omnichannel consumer experience and implement closed-loop measurement. See the playbook to learn about: - Merchandising and In-Store Shopper Marketing - Consumer-Centric Strategies in Retail Media Advanced Measurement and Optimization - In-Store Venues and Zones Download the playbook now: https://bit.ly/3yZDH7O

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📢 June trend alert! Last month, we rounded up some of our favorite articles from The Atlantic, The Hill, Fast Company, AdExchanger, Ad Age, Digiday, TechCrunch, and more, including research from EMARKETER and Forrester that highlights top trends in marketing and adtech. Top themes include: 🛠 AI Challenges and Opportunities Despite the excitement, AI adoption is hindered by a lack of expertise and job displacement fears. However, 77% of agency leaders see GenAI as a major disruptor. According to Forrester, investing in AI literacy and training is crucial. 🔒 Data Privacy Legislation Efforts for a federal data privacy law face setbacks in the US. The EU's GDPR sets the global standard. Trust and transparency are essential for AI's success. 🕵️‍♂️ Leaked SEO Secrets Content creators and marketers! Key insights leaked from Google documents reveal what tried and true practices are still working and new strategies that are making waves. 🛍 Retail Media Boom According to eMarketer, retail media ad spend will hit $33.86B this year, doubling by 2028. Major retailers like Amazon and Walmart are leading the charge. 📣 Data Axle News We’ve expanded our enterprise solutions team, emphasizing our client-first approach and leveraging AI in our next-gen data management application, Audience360™. Stay tuned for more updates next month and visit our website for the latest news! 🚀 Thanks to the awesome journalists and researchers reporting on all of the hottest industry developments: Allison Schiff, AdExchanger; Jay Pattisall, Forrester; Rebecca Klar, The Hill; Matt Kalkins, TechCrunch; Ann Sachs, Ad Age; Li Lu, Digiday; Meaghan Yuen, eMarketer; Sebastian Gabel, Duncan Simester, and Artem Timoshenko, Harvard Business Review.

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The IAB Predicts Social Video Will Overtake CTV This Year. Social video “is taking more of a lead over CTV” because it provides better campaign reporting based on an advertiser’s preferred business outcomes, a capability that CTV lacks in comparison. Marketers are under pressure to justify their investments by connecting their ads to results, which is why they’re raising investments in social video more than CTV this year. But in my experience while attribution remains the king, we need to think about incrementality. https://lnkd.in/dYze9K-3

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💡 Don't fall into "The ROAS trap" -- Your #retailmedia campaigns are delivering more than you realize. It's time to rethink how to define retail media success. Criteo's new report digs into data from 44K+ retail media brand campaigns and survey results from brand leaders globally to answer the most pressing questions about the value of brand investments in growing market share and acquiring new high-value customers. https://lnkd.in/eUtQF7XB

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💡🔓🌱 Unlock the power of Awin's Spring Release. Our latest enhancements are designed to empower advertisers of all sizes, drive greater success, and create more active partnerships. Learn more about the smart changes making big impacts: https://lnkd.in/euu9v9aM #AwinSpringRelease #AffiliateMarketing

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✅⬇️ AdExchanger (5/24): “To some degree, the digitization of TV marketing is inevitable. Wall Street investors prefer advertising and media companies with the most promising long-term profitability. One way to get there is for streaming companies to access shopper data and strike partnerships with retailers to court advertisers with the promise of performance and attribution. Publishers want to relabel connected TV as a performance channel, (an analyst) said. But if that happens, she continued, “CTV will lose its cred” among buyers and brands as a viable replacement for legacy linear commercials. Say what you will about linear, but it’s a mass reach vehicle. And if CTV doesn’t provide the same reach opportunity, Wall Street may cool on public companies with a CTV advertising business, (the analyst) said. The reality is, upper-funnel channels, like streaming, have a strong downstream impact on outcomes even if they don’t directly drive a purchase. For example, CTV’s ability to drive mass reach and brand awareness is why more retail media spend is moving to streaming, said Max Willens, a senior analyst at eMarketer, also speaking at Programmatic I/O this week. According to eMarketer, the proportion of retail media spend going to CTV should grow from 12% this year to 20% by the end of 2027.” ⬇️ #shoppabletv #streamingtv #programamtic #ctv https://lnkd.in/eu7AbtTU

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More than just media.

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Is your brand staying ahead in the evolving TV advertising landscape? Come read how the shift from traditional linear television to digital platforms is impacting the effectiveness of advertising efforts. And unlock the future of TV advertising with data-driven insights and targeting capabilities using Simpli.fi's ZTV solution.

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Has anyone ever sized the market opportunity the measurement/verification/attribution/optimization companies are fighting for a share of? Are long-term projections tethered to assumptions using math like we expect X share of a market sized Y, yielding revenue Z, margins A = valuation B? I suspect the pie is finite and not going to grow enormously, so in the end there is only room for a handful of players. And someone is going to have to lose significant share for even that to work. Especially as long as the sell side is paying most of the freight (directly and indirectly).

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Given notes, Core 1: Privacy Tech Core 2: Measurement & Analytics Core 3: Media Planning & Buying 👏👏👏

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The media measurement landscape is as complicated as it's ever been... but it doesn't have to be. Backbone Media's Data and Analytics team is launching a new series, Measure What Matters. In it, we will break down the challenges and the opportunities for brands. For far too long, we've all relied on clicks and pixels and ROAS... it's time to open up the aperture and look at how media can drive business goals and results.

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I really enjoyed this Marketecture Pod by Harry Kargman. He said what we all know to be true: "If you even look at Trade Desk today...are they even a DSP or an ad network or a data company, or all the rest, you can't put anything in a box." But what I do know is what a black box looks like. So if you don't know where your ads are running (ie: domain level reporting with log files to back them up) or how much you are paying for them now, (beyond the platform fee, or the variable/blended margin), then I can tell you with a large degree of certainty that you are you are probably lighting 50-60% of your media dollars on fire once it actually gets to the end human, which you aren't also tracking to be true. Keep in mind, your screenshots are also made up. AI can do that for me now too. If you don't believe me, hit me up via DM and I'll tell you where you money is being wasted. https://lnkd.in/gHxmHeZ7 CC: Lizzie Black Brittany Smartt Batchelor

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✅🖥️ AdExchanger (6/28): “AdExchanger: What about digital-native brands that want to treat streaming TV like a performance marketing channel? Gartner: Competent performance marketers are starting to embrace streaming, including using it to compare incrementality with the rest of their buys. Their dollars are helping contribute to the maturation of the market. At the same time, there’s a big difference between CTV and over-the-top (OTT). Because OTT encompasses devices other than television sets, like phones and desktops, there’s more signal and attribution there that’ll attract direct response advertisers. People still don’t interrupt their TV viewing sessions very often to go and buy things, but when they do, it’s much more likely to happen on a personal device, not a TV screen. AdExchanger: What streaming trends will dominate for the remainder of the year? Gartner: The digital-native platforms are taking control of connected TV – and it’s not just the new entrants to ad-supported streaming, like Netflix and Prime Video. YouTube’s grip continues to tighten on the CTV market. TV programmers and digital platforms will continue to compete for streaming ad dollars by trying to differentiate themselves. Ad load is an especially big question streamers are trying to tackle right now.” ⬇️ #streaming #ctv #ott #upfronts #avod #fast

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✅🖥️ WSJ (6/14): “The streaming ad market was upended earlier this year when Amazon converted its entire Prime Video subscriber base to a new ad-supported version, giving customers a chance to switch back to ad-free streaming for an extra $2.99 a month. Prime Video’s large ad-supported subscriber base means it has a significant amount of ad inventory that is affecting the negotiations that Netflix, YouTube, TV networks and other streamers are having with advertisers as they commit to buying billions of dollars in commercial time for the coming TV season—a process known as the “upfronts.” The e-commerce company is driving down ad prices for everyone, analysts and ad buyers said. While Amazon doesn’t disclose subscriber numbers, it has said the ad-supported tier of Prime Video has an average reach of 115 monthly viewers in the U.S. By contrast, Netflix told advertisers at its star-studded presentation last month in New York City that its ad tier reaches 40MM global monthly active users—a significant jump from the 23MM users the company disclosed in January. “Amazon in many ways is building the killer app,” said John Terrana, chief media officer at the ad firm VaynerMedia. It has “premium content, live sports, immense scale,” and advertisers can target ads to their customers and can often see if a viewer bought the product on the platform, he added. Although Amazon has plenty of reach, ad buyers said Netflix programming is attractive because it tends to be more popular and often generates more buzz in the marketplace. Netflix consistently ranks as the second most watched streaming option behind Alphabet’s YouTube, according to Nielsen.” ⬇️ #streamingtv #ctv #ott #fast #upfronts #smarttv #vaynermedia https://lnkd.in/eK6ukkdv

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