Jeff Ragovin

💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

7

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

51

4 Comments

📊 Ad Measurement 🎯 Attribution 📈 Incrementality 📺 Media Mix Modeling (MMM) 🧪 Testing As you know, these are all near and dear to the Round Barn Labs team and me, and they are central to our discussions of learnings on the Always Be Testing podcast! When budgets are tight, and more rigor than ever is needed to measure performance marketing, you better have your ad measurement game TIGHT or TOIT, depending on your preference 😉 Jeff Greenfield is an ad measurement veteran who nails Episode #43. 🏫 Built and sold C3 Metrics based on tagging solutions to understand multi-touch attribution 🏡 Rise of walled gardens, no impression tags in TikTok and Snap 🔏 iOS 14.5 changes 🍪 Pending Cookie Deprecation 💻 Measurement cannot be at the user level anymore 🚀 Launched Provalytics to address a hybrid of MMM and cookieless attribution "The Future of Ad Measurement is on-site improvements and ad and campaign updates." - don't sleep on CRO and its impact here. 🖥 He believes one vendor can take more of the ad measurement market 🔥 Most brands are overinvested in non-brand paid search b/c they are not invested in full-funnel enough. Spotify: https://lnkd.in/d4VhNDv3 Apple: https://lnkd.in/dHUP2HaY

1

🚀 Unlock the Future of Marketing! 🚀 Ever wondered how cookie-less attribution is revolutionizing our industry? I had an in-depth chat with Tye DeGrange 📈 on the “Always Be Testing” podcast about this game-changing technology. 🔍 Discover the secrets to data-driven growth and how you can stay ahead in the evolving digital landscape. 🔗 Listen Now Spotify: https://lnkd.in/d4VhNDv3 Apple: https://lnkd.in/dHUP2HaY #MarketingRevolution #DataDriven #Podcast #Cookieless #GrowthHacking #attribution

4

1 Comment

So This is Fascinating and I am very pleased. This week I posted that we needed responsibility to come back into programmatic. Because otherwise everyone blames others and we end up with a polluted ecosystem (fraud, bad content, MFA, hate etc). I have been talking about this in different ways for years. We need some level of walls to keep out the bad actors. We need some level of responsibility to maintain standards. Its clear that TTD and Jeff Green agree. This is at the nub of the push to the premium internet. With TTD taking some level of responsibility for what happens on their platform. Its also worth saying that the easy option is to do nothing. Many platforms make millions out of poor content in the short term. We need more action like this for the long term. For thats the point. This is not altruistic but acting to secure the long term viability of the channel.

12

1 Comment

Honored to have been on a panel discussing the Top 5 Innovations Coming to Ad Tech at Pattern®'s Acceleration Summit at Salt Lake City, together with Destaney Wishon (BTR Media), Sreenath Reddy (Intentwise) and Bret Bardsley (Pattern). Top takeaways: 🔶 AMC - Set up an AMC account to understand and react to path to purchase data 🔶 Amazon's COSMO AI platform is transforming search from "text based" to "intent based" 🔶 Brands Integrating AI more deeply into their growth strategies 🔶 Use AI more proactively for creative 🔶 Performance marketing with SB video ads using single purpose ads Great conversations, awesome people! Want to learn more about Pattern and the Acceleration Summit? Click here: https://lnkd.in/gQqpyjg8 Acceleration Summit #amazonadvertising #amazonppc #amazonads #amazon #amazonseller #amazonfba #ppcninja #amazonfbaseller #amazonjapan #amazonagency  #amazonconsulting  #amazonfba #amazonseller #amazonfbaseller #amazonjapan #amazonindia

73

7 Comments

https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

15

6 Comments

3 ways retail media and merchant teams can use offsite contextual recipes to maximize in-store marketing.  1. Space utilization: 📌 In-store and onsite space is limited. Offsite inventory that contextually targets shoppers on relevant recipe content extends the retailer's digital environment—complementing in-store displays by aligning messaging that reaches new and lapsed shoppers when they are most likely to be thinking about food and building their grocery list. 2. Product placement: 📌 Shoppability across offsite publishers is becoming table stakes for creating an engaging customer experience. Shoppable in-recipe placements tap into relevancy by matching a shopper's mindset when building their list and planning their shopping trip. Merchant teams using historical sales data to build end caps and holiday merchandising plans will benefit from their retail media networks' offsite partnerships by aligning messaging across multiple touch points where shoppers are most reachable, away from retailer.com. 3. Visuals: 📌 Here are the Holiday food trends Chicory saw across the network of over 5,200 food/recipe sites. These offsite food trends can inform in-store visuals specific to a given retailer and allow RMN teams to find additional ways for products to stand out and benefit advertisers. Brands tapping into these trends can align with retailer plans by matching offsite messaging with onsite and in-store priorities. https://lnkd.in/gAh6km55.

3

Oh yes we did!👏🏾💥 (hope you brought your shades 😎 because NEON just made the future even brighter) “What we have developed with NEON will change the experience of all marketers seeking to better understand their campaign performance – in real-time, not bogged down by months of reporting delays. We knew this platform would be transformative in planning, measuring, and optimizing retail media investments, but the success that our clients have seen has been extraordinary.  For example, one of our CPG clients was at a competitive disadvantage by measuring performance with a marketing mix model with four-month reporting delays and optimizing campaigns on a separate platform. We introduced NEON, and it now provides weekly ROI, as well as the platform upon which to optimize. This improved workflow, aligning leadership and media managers through planning and optimization, is accelerating performance and market share.” — Randy Browning, President of Night Market #innovation #ai #roi #marketing #businessispersonal

24

The ad-tech consulting group DeepSee is rolling out a platform that they say can help improve transparency in an industry that’s been plagued by claims of potential fraud and waste. The platform is designed for advertisers and ad-tech intermediaries to use as a way to help gauge the quality of publishers across the expanse of programmatic advertising. #mediaplanning #mediabuying

3

Thank you to AdExchanger’s Allison Schiff for this multi-dimensional and cathartic discussion on the state of marketing measurement and optimization today. The widespread use of last-click is the scourge of marketing, and the broader economy. It must be relegated to only the most specific of circumstances…unless marketers like to overpay for conversions they would receive anyway. #adtech #measurement #incrementality Check out our chat below: https://lnkd.in/eem3NXhE

49

6 Comments

Digital ad spend is expected to grow about 10% in both 2024 and 2025, led by continued growth in connected TV (CTV) and especially retail media, as partnerships between media companies and retailers have steadily increased in the last few years. #mediaplanning #mediabuying

7

Exciting news for all digital marketers and advertisers! 🎉 Join Jacek Chrusciany and Adfidence for the #CampaignSetup Day NYC where you'll learn cutting-edge strategies for optimizing your campaign setups. Led by industry experts, this event is perfect for anyone looking to enhance their advertising performance. Don't miss this opportunity to gain valuable insights that will pay dividends! Learn more and register here: Campaign Setup Day NYC: https://lnkd.in/eQ2HymAF #DigitalMarketing #AdTech #CampaignSetup #AdFidence

16

1 Comment

Another great read from AdExchanger. Allison Schiff continues to shine a light onto the worst of the worst Made For Arbitrage shenanigans. I know some people argue it's tough to differentiate between MFA and simple ad cluttered sites. But the fraud and absolute content garbage is exactly what it looks like. My take? There is too much ad tech crossover between buy side and sell side. Too much disincentive for major change. https://lnkd.in/eEvMhYjn

4

What a wonderful podcast for attribution fans. Fantastic content from Ron Jacobson and great to hear about how Rockerbox are offering great attribution practice and technology for the market. Some months ago Ron and I had a, let's say robust debate on the merits of MTA. listening to this I still dint think we align but some of that will be down to precise definitions, semantics and use cases. Whilst I dont believe in the merits of what I perceived as MTA what Ron describes is definitely compelling. That being said its clear we agree more than we disagree. Attribution is so important and I really like the approach taken here. It's also amazing to see a company succeed on attribution, not an easy task history shows. I particularly love the idea of triangulation of different methodologies to be able to evaluate media. A lot of details I am sure on thus concept, it's what I call a multi discipline framework (triangulation is snappier).

4

6 Comments

As digital #advertising continues to evolve, #Amazon is actively tempting publishers, offering enticing opportunities to tap into its vast ecosystem. This article shares the strategies Amazon is employing to woo publishers, highlighting the symbiotic relationship between the #e-commerce giant and content creators. Publishers, in turn, are teaming up with Amazon to unlock new opportunities and reach even more eyes, which creates a win-win scenario for both parties. #AmazonAds #DigitalAdvertising #PublishingPartnerships Digiday Ronan Shields Seb Joseph

4

1 Comment

As third-party cookies become obsolete, companies relying solely on third-party data will struggle. In today's privacy-centric landscape, it's critical to collect data directly from your audience to not only craft a better, more defined user experience, but provide your advertisers better insights into the engagement of their digital marketing assets. Want to learn more on how Products Finishing continues to invest in audience development and how that provides our advertisers better analytics? tluciano@gardnerweb.com #dataprivacy #customerinsights #firstpartydata

4

Ever curious about what's under the curtain? Dailymotion has just unveiled Auto Path, a groundbreaking high-impact creative tailored specifically for the Auto Industry. By leveraging our Predictive Targeting audience insights and vast scale, we've crafted activations that resonate with car buyers, all while providing measurable in-ad actions with OLV and CTV. Key Standard Features: - Custom Multi-touchpoint elements envelop your video creative - Product feature hotspots seamlessly integrated within the video environment to capture attention - Outbound click features to enhance data collection, site traffic, and conversion rates Experience an exclusive peek behind the scenes... Let us guide you on a test drive and engage seamlessly across all screens! Hit me or our exceptional sales team Brenda Rodriguez Valeria Basmagi Edivaldo Junior to introduce you to this exceptional innovation in Latin America #autopath #Dailymotion #creativeinnovation #predictivetargeting

22