Mike Hauptman

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

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📊 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

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🚀 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

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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.

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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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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

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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

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From my perspective, it seems as though adjusting media types does little to combat Ad fraud. Instead, what makes this problem so prevalent is the lack of accountability in the programmatic supply chain. Firms leaning into advertising without any sort of accountability measures are met with an impossible Catch-22 wherein spending more leads to less impact and spending less delivers the same. #AdTech #Innovation #AdFraud

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While I can’t speak to the legitimacy of the accusations herein, this is still a worrying situation for advertisers everywhere. Publications whose reputations are staked on their image of legitimate business are not what many may expect to be perpetrators of MFA Ad fraud. That being said, we can better understand ad fraud by looking at the incentive changes on the supply side of these AdTech deals. Ad fraud particularly harms multicultural publishers, as their reach and impact receive decreased impact when improperly assigned to Ad spaces. #AdFraud #AdTech #ProgramaticSupplyChain

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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

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IMO, the claims of nefarious actions by Google won't hold up under scrutiny. Privacy Sandbox is pretty much the direct result of GDPR fines every other day, not an anti-competitive move. Google was given a Sophie's Choice and chose the conservative route, which is where Lawyers will always land. Further, the performance arguments are nonsense. Essentially, a sunk cost fallacy. If PS results in diminished performance then marketers should focus on the new best performing channel for their marketing spend, not continue to spend on Google. Marketers used to be all in on print, radio, and TV. Times change. OTOH, if Google is still the best, but not as good as it used to be, but the changes protect consumer privacy, and Google is subsidizing the transition, then what's the issue? All this blocking and tackling over business concerns is really about consent-less data capture. Google lawyers will point that out and things will quietly get back on track. I'm with Katsur on this one.

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Very insightful podcast with Les Binet on marketing effectiveness & ad pre-testing.

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Is SGE going to ruin SEO for lots of business and agencies? Probably! 😨 Thanks to John P. Mello Jr. for including me in his insightful article for TechNewsWorld. 💡 I thought Joe Karasin made a salient and pithy point about where things are going: "SGE is the next phase in Google’s attempt to create a zero-click search experience." #SEO #SGE #AI https://lnkd.in/ga5MffHq

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Thank you Andrew Birmingham for your great article on the intersection between sales and marketing, and for sharing the Arktic Fox Sales in Focus '24 report insights further and wider. I personally look forward to your next piece on the wild world (some may refer it to a messy jungle) of sales tech. #sales #salestransformation #b2b #salestech #b2b

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There's so much riding on the forthcoming #privacy act changes for the #marketing & #media industry - last night's panel at #dcoded certainly brought up a few of the considerations and challenges, not least of which is what in the world we're to make of 'fair and reasonable'. heads up - you probably have something you're doing that doesn't fit the bill. That plus more from the panel can be found here: https://lnkd.in/e9R4BqvY #advertising ,#privacyregulation

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💡 #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

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Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging

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A pragmatic approach that asks the industry to "reinforce the foundations of a digital advertising ecosystem that values authenticity and penalizes deceit." It's time to go back to the future and demand that advertising is placed alongside quality content.

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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

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