Dave Rivera

Sign up now for our webinar on June 5th on the exciting developments in leveraging first party data using LiveRamp to achieve stronger ROI.

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For as much energy as #advertisers and agencies have put into supply path optimization over the years, the #programmatic supply chain is still in need of cleaning up. See the recent examples of made-for-advertising sites, Forbes and Colossus calling into question ad buyers’ abilities to control what inventory they’re purchasing programmatically. This helps to explain why Digitas North America is planning to take a stricter approach to how it sources inventory. In this piece by Tim Peterson, we speak to Leah Askew.

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4A's Matt Kasindorf and Association of National Advertisers' Greg Wright weigh in on today’s client-agency relationships, why success is still so subjective and the growing need to establish clear definitions of value via Ad Age’s Ewan Larkin. #CostofthePitch2 #advertising #TSEclientwork Read the full piece below 👇: https://lnkd.in/e8VnaP9m

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Busy week in the industry ahead of Cannes 🇫🇷 Roku Exchange will provide more signals advertisers want. The line between programmatic and direct buys is getting blurrier. 📺 Go Louqman Parampath! Oracle is shutting down its ads business. If you’re not 100% in the media business, the rapid changes in the privacy world pose too great of a risk. ❌ Seedtag acquires Beachfront! Contextual signals are super important for CTV, not just environments that rely on cookies. 🌐 LiveRamp RampID is now integrated into Nielsen ONE! Comprehensive measurement requires interoperability. 📊 Experian launches an onboarding business. If anyone can shake up the onboarding business its Experian! 💼 Shout out to old colleagues Kimberly Gilberti Adam Kobus ❤️ Albertsons Media Collective TV Launch. Another RMN expands to CTV where higher CPMs and additional inventory are a catapult for growth.  🚀 And this is only a snapshot of the news 🤯

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Retail Media Networks have started behaving more like media networks than retailers, and I am here for it. In case you missed it, two giant retail media networks have opened up to near-endemic and  non-endemic advertisers in the past few months. Walmart Connect in April, and now Albertsons Media Collective Walmart: https://lnkd.in/dBmKERhJ Albertsons: https://lnkd.in/dUCh_VtP btw, both are targeting advertisers from the same industries- automotive, entertainment, financial services and travel. However, it’s interesting to note that both have a very different type of offering for non-endemic advertisers. Walmart Connect’s offering is rooted primarily in data monetization. Non-endemic advertisers can leverage Walmart’s first party audience data for targeting shoppers on Walmart’s offsite network - walmart’s onsite inventory is NOT available to them. On the other hand, Albertsons Media Collective is monetizing its onsite ad inventory - only caveat being, the inventory available to non-endemic advertisers is on post purchase pages like order confirmation page. Now, why am I so excited about this? Four reasons. Three reasons come from the way retail media is evolving. The fourth one gives me bragging rights. Why is this a good thing for the retail media industry? → RMNs leaning exclusively on endemic brands are bound to hit an ad revenue ceiling - after all how much ad spend can be extracted from the same set of advertisers? → Thanks to first party targeting, non-endemic ads need not be irrelevant eyesores for shoppers - additional media dollars flow in without impacting shopper experience → Retailers get to charge advertisers a premium - third party cookies are dying, non-endemic advertisers also know that retail media is their best bet The fourth reason and why do I get bragging rights? → At Osmos, we foresaw this evolution in retail media. Hence, we already have the tech to enable non-endemic advertising on retail media networks - whether they want to go the Walmart Connect way or Albertsons Media Collective way. #retailmedia #non-endemic-ads #walmart #walmartconnect #albertsons #albertsonsmediacollective #osmos #offsite

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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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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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Ken Zachmann, CEO, Diverge Digital Media Inc., and I discuss issues around customer identity without third-party cookies. We also share some of the findings from IAB's recent State of Data 2024 report titled "How the Digital Ad Industry is Adapting to the Privacy-By-Design Ecosystem" Watch and listen to this MarTech podcast episode here: https://lnkd.in/eYUVdR9d And if you're interested in reading or downloading IAB's #StateOfData report, you can find it at: https://lnkd.in/e2bCcFJ9 #cookieless #measurement #privacysandbox #privacy #retailmedia #ctv #firstpartydata #adoperations #datasignals #measurement #addressability #privacyregulations #compliance #chrome #google #cookies #mediabuying #programmatic #consumerdata #identifiers #datastitching #signalloss

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Unlock the potential of #retailmedia with data-driven insights! Amy Worcester Lanzi, CEO of Digitas North America, reveals in our latest series with Beet.TV how understanding consumer behavior fuels smarter marketing decisions and boosts brand loyalty. Read more on our blog → https://lnkd.in/g8WhXpZw

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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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Anyone selling adtech/martech/data needs to remember: your prospects already have more of all that stuff than they can possibly manage. From the article: "AB InBev collects data from across more than 1,000 sources, including ecommerce, social and branded websites. It owns over 500 brands in 42 countries." AB InBev is a slightly extreme case, owning many of the world's largest consumer brands, but every company (at least the ones with any real budget to spend) has its own microcosm of this. The point is: the standalone value of your solution is not nearly as relevant as you might like, because no matter how performant it is, it's competing for finite mindshare and resources with literally thousands of other data sources, campaigns, channels, and technologies your client is already juggling. A few percentage points performance increase in one small corner of a client's digital marketing/advertising footprint often just doesn't matter very much. This is where it becomes CRITICALLY important to be able to zoom out on a client's business and understand all the ways your solution can add value and all the trade-offs and dependencies you need to help your client navigate. Every trade-off needs a rationale, and if you don't proactively help clients develop those rationales, they will just keep things status quo because it's a lot less work and a lot less risk. Great 1P data case study from Allison Schiff at AdExchanger. https://lnkd.in/gERHC3Rg

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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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What's the difference between correlation and causation in media measurement? Correlation: Consumer sees an ad and makes a purchase. The ad must have caused the purchase. Causation: When we stopped running this ad in this test market, we saw sales drop X% in that same market, compared to control markets. The media is causing this many sales. The question remains, how do brands get to causal measurement? Mahesh Jeswani, Measured's SVP of Product breaks down how brands are leveraging automating geo-testing to uncover the cause and effect relationship between marketing sales. Don't sleep on this Q&A session! 🔥 #mediameasurement #geoexperiments

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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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Check out Oracle Advertising's trends and #targeting tips to ensure your #MothersDay campaign is coming up roses. https://lnkd.in/gCmB4tes

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In a recent piece for AdExchanger, SafeGuard Privacy Co-Founder and CEO Richy Glassberg discusses the need for consistent, industry-wide privacy standards. Richy is one of our esteemed speakers for the #NAISummit. At the summit, he will give more insights into the future of the ad-tech industry.   Richy notes, “There are new requirements around what advertisers’ partners can and cannot do with consumers’ personal information. But it’s up to advertisers to ensure these requirements are met.”   Read the full piece: https://lnkd.in/eSEvAmXq   Register for the summit here: https://lnkd.in/gRJ-7SFz #movingprivacyforward

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🚀 Exciting insights from Amy, emphasizing the role of data & AI in retail media and how it enhances shopping experiences with real-time personalization. Merging commerce and media has become crucial with AI at the forefront of creating personalized consumer interactions. More insights in the full link to the content below! 💡 #RetailMedia #DataDriven #AI #Personalization #Commerce

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✅🖥️ AdExchanger (6/3): “Seedtag was mainly attracted to Beachfront’s SSP direct integrations with TV and streaming publishers, which is something that Seedtag doesn’t have much of. These publishers will attract new demand and more scale for Seedtag’s contextual ad products. Seedtag entered the US market in 2022. But it wasn’t until earlier this year that it launched its first CTV-focused contextual ad product that allows advertisers to apply contextual targeting signals to their streaming buys. More advertisers are now looking for addressable alternatives in light of signal loss and privacy concerns, which, in turn, is driving more interest in streaming ad products. Hence Seedtag’s decision to buy rather than build in order to capture that growing demand. Beachfront operates both a video-focused supply-side platform and ad server.” ⬇️ #streamingtv #ssp #dsp #ctvadvertising #spo https://lnkd.in/evvUE4hY

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