Ray Yang

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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ASR (automatic speech recognition) precedes the public boom of #genai It came way before #chatgpt or #gemini. So where does it stand now? Is it ubiquitous? How does ot work in the age of generative AI? What else do I need to know? I have the honor of hosting a webinar alongside my friend and colleague David Landsberg, discussing the state of ASR and results of the ASR survey that was recently published. It would be great to have you join and contribute to the dialogue.

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Interesting findings from recent reports from Integral Ad Science on how attention drives better outcomes - and what advertisers think about about the attention landscape in 2024: https://lnkd.in/eCbUr3eX

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Introducing 💡 Spotlight 💡 It’s your cheat sheet to HubSpot’s 100+ latest updates — including these 4 biggies we know you’ll love: 🧡 Service Hub connects service and success together to help customers faster 🧡 Content Hub takes content creation into the future with a single piece of content – remixing everything from blogs to social, and more 🧡 Commerce Hub makes B2B buying and selling SO MUCH smoother from wherever you transact 🧡 HubSpot AI powers all our Hubs and the Smart CRM so you can deliver the best experiences possible Reinvention starts here at hubspot.com/spotlight

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Measurement is key to maximize (and prove) marketing impact. Kroger shares how they hold traditional reach mediums like CTV accountable to actual conversion outcomes. Explore more from LiveRamp's #RampUp24 here: https://lnkd.in/eWWh3cGk

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Curious about how to navigate the ever-changing influencer landscape? Join me tomorrow at Morning Brew's NYC event, "Perfecting Your Influencer IQ" where I'll be speaking with Mae Karwowski, Founder & CEO, Obviously & Kyle Hagge, Chief of Staff, Morning Brew about: 🌟 Consumer Sentiments: Understand the current attitudes and behaviors about influencers. 💡 Maximizing ROI: Strategies to leverage influencer partnerships effectively. 📈 Trends: Discuss the latest trends shaping the influencer landscape and how to stay ahead. It's not too late to register: https://lnkd.in/dwvaDSiZ #InfluencerMarketing #ROI #ConsumerInsights #MarketingTrends #MorningBrew

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Check out our latest interview with Michelle Kempner, Director of Product Content at Meta! ✨ Discover her insights on mastering content product management and bridging the gap between content strategy and product success. 📈 #ContentManagement #ProductManagement #ContentStrategy #B2BSaaS

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Thx to the G Tom Woodger for sharing this and to Ana Andjelic for the insightful post. 🎯 take. Cultural marketing always meant paying attention to what’s happening and staying ahead of the curve so that your brand becomes apart of culture versus co-opting it. It’s great to see storytelling, creativity, brand and culture back in the conversation around the value of marketing after a decade plus of focusing on performance metrics that have ended up diluting the brand - consumer relationship. An approach that has now forced some of the most well known companies to rethink their strategy and shift from performance to focus on brand again.

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The marketing team at Aqfer has been hard at work on perhaps our most ambitious thought leadership effort to date. If you're interested in what's coming next with cookie deprecation and how to stay on top of it all, we've got you covered. You can access the paper here: https://lnkd.in/eja5dGnb Key insights from the whitepaper include: - The Impacts of Cookie Deprecation on the Digital Advertising Landscape - How Partitioned Cookies Can Help Businesses Navigate the Cookiepocalypse - How CHIPS Can Integrate into Your Identity Strategy (including diagrams to help make sense of it all) - How to Put CHIPS to work in Paid Media, Owned Media, and for Data Activation - A Good-Better-Best Preparation Strategy Thanks! #cookies #cookiepocalypse

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Ready to stand out among the billions of listings available daily across the eBay network? Want to be seen by millions of active buyers when they’re browsing and searching for what you’re selling, increasing the likelihood of a sale? To enable brands to drive stronger results, Skai is excited to announce our support of eBay Advertising's new General campaign strategy and Priority campaign strategy offerings for Promoted Listing ad types. Boost your product discoverability in the US, UK, and rest of Europe with our best-in-class capabilities: ➡️ Advanced Campaign Management ➡️ Advanced Planning and Optimization ➡️ Advanced Reporting and Analytics ➡️ Expert Services & 24/7 Support Find out more about how Skai's industry-leading advertising platform can ensure you meet your goals: https://okt.to/khLETe

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What makes Pinterest so addictive? 📌🤔 On a recent episode of Lenny's Podcast, former Pinterest Product Manager, Sarah Tavel, mentioned how conducting a propensity analysis was how Pinterest discovered that "pinning" was the biggest indicator that a user would be retained month to month. This allowed her team to focus on getting users to pin (vs. all the other actions they could do on the app, like saving, sharing, etc.), and it was a turning point in Pinterest's success and growth. ...so I was super excited when I found an artifact for Pinterest's propensity calculator on Reforge! (https://lnkd.in/gZWDV9bu) The calculator was really good, but I noticed that there were several more technical questions still left unanswered, so I had one of our data scientists help me assemble a more technical artifact for retention propensities for an e-commerce app. (The analysis we ran for this particular customer was really interesting because we found that the biggest source of new user churn (affecting over 13% of new users!!! 🤯) was a user adding a recommended item to their wishlist on day 1! Who would have seen that coming!? ) Anyway, we've done this analysis for a variety of apps in a handful of industries (e-commerce, subscription, health & fitness, education, food delivery, and more), and we learn something new every time we do it. If you want to see it on Reforge, here's the link: https://lnkd.in/g_rV-yYM It's already had a handful of saves and received some positive feedback. If you need any help or want us to run a propensity analysis for your app, drop me a note!

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Elevating brand experience through audience attention — Lancôme's campaign with Onyx by Outbrain sets a new standard for digital engagement. Discover how #AttentionMetrics and custom experiences led to a 57% boost in Attention Unit: https://outbra.in/48ZrZqi

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A few weeks ago I headed to Miami's POSSIBLE conference, which was buzzing with excitement and customer engagement.  I chatted with several CMO’s who were all asking the same question: "What shoud our AI strategy be?" The answer? You don't need an AI strategy. What you need is to use AI to SUPERCHARGE your existing strategy. On stage with Instacart CMO, Laura Jones we dove into how her team is doing exactly that! They are revolutionizing their business with Google AI. Always inspiring to hear real-world success stories. Missed the conference? You can find highlights from our fireside chat below. 👇  https://lnkd.in/dS2eCQ4U #AI #PossibleConference #GoogleAI

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Google just delayed third party cookie deprecation for the third time. My thoughts, and a link to the AdTech communities best humor on the topic. 1. Much of Google's AdTech ecosystem is built on cookies. So they aren't going to remove it without a strong competitive reason (like Apple did), or outside regulation forcing them. 2. Only 50% of website visits now offer cookies, so think about alternatives anyway. 3. The technologies exist to manage life beyond 3PC, but the investment cost/benefits don't outweigh inertia for most players in the ecosystem. 4. At LiveRamp, I was the Product Manager who built the cookie-less client side tag to track alternative IDs. Here are the cookie alternatives: 1. Fingerprinting - frowned upon, inaccurate, and illegal in many regions 2. MAIDs - blocked by platform players down the stack from the app/browser, such as carriers and device/app store companies (like Apple) 3. Emails and various forms of Oauth/repackaging the email - can be owned by the walled gardens, like, you guessed it: Google. Or sites and publishers need to implement proprietary logins (costly and inefficient for users) It's messy and where it gets messy, it can get funny. Click the link below for the humor. Personally, I don't think Google will actually go through with it until they are forced by outside players or regulation. What are your thoughts on this delay? https://lnkd.in/gXTg4ZPU

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AI Video will change the way brands approach video marketing. My thoughts in the article below.

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Auditable AI(TM) for targetable look-alike audiences that outperform today's black-box AI alternatives, in market today. Come see it to believe it!

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I wish more brands understood two things in influencer marketing... 1. large followings, high story views/link clicks, etc ≠ sales 2. expecting ✨ high conversions ✨ on a one-off partnership is insane And instead realized... 1. relationships = sales (those microinfluencers that you are passing up because they do not meet your "criteria", might actually be your best salespeople) 2. There's a reason the "rule of 7" exists. It takes a consumer on average 7 times of exposure before actually purchasing. Putting 2 story frames of a new product in front of my audience and expecting people to hit "buy" is just...bad marketing. Consumers need awareness first and then repeated exposure. 3. There can be substantial ROI, without seeing the tangible numbers on a spreadsheet. #influencermarketing #influencers

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