Shawn Mulroney

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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✅⬇️ 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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The issues and risks of Principal Media have been well covered over the past few weeks. For specific actionable guidance, check out the Managing Media Playbook from MMC. If you don't have your copy yet, I'll send it to you.

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This category is gaining momentum. A consideration for endemic or non-endemic advertisers, on-site or off-site. Activate valuable retail data to execute omni-channel campaigns on formats like CTV, Social and out-of-home (OOH) formats. 😎 #Advertising #RetailData #OmniChannelMarketing

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I love the testimonial from Madan Bharadwaj and the experience that I had teaching courses for and then working directly with the M^2 team. “Impressed with Michael and his team’s GA expertise, I had them teach the GA module in my class. We also asked them work on our own site and bundle them as part of our advanced analytics offering. MediaConfidant’s GA expertise is second to none.” - Madan Bharadwaj There's new case study out on the site that goes into more depth on our work together - teaching advanced analytics, data governance, data integrity, eventually working on the M^2 site and rolling into being a part of their Analytics offering. If you don't want to click through, here's the synopsis: It started out with MediaConfidant leading an initial course on Google Analytics and data integrity to make more informed decisions on Media Mix Modeling. It was so well received that we were asked a more advanced course that dove deeper into the root causes as well as highlighting where there are potential PII and site hacking vulnerabilities that you can use Google Analytics to find. Afterwards, M^2 brought MediaConfidant in to work on its own site. It was less of the typical account issues that we see - they're experts in data already. We were working with them on complex tagging challenges, tying back-end to front-end data that the tools don't inherently do - like connecting new vs returning customers across different systems for different products and different channels... After we ran the initial audit and set the foundation within the Analytics systems, Aaron King's expertise in understanding the back end data systems and the platform that M^2 is built on helped us to create a custom solution for M^2. Now, we're a part of M^2's advanced analytics offering and we're looking forward to partnering together more in the future. It's truly humbling when data and analytics experts choose us to work with MediaConfidant and I highly recommend that anyone who is interested in Analytics and MMM sign up for the M^2 masterclass - you may just see me make another guest appearance ;-) Thanks to an expert industry networker Chris Cloney for the introduction. #Googleanalytics #GA4 #dataintegrity #advancedanalytics #Msquared #digitalanalytics #sitetracking #sitetagging

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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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✅🖥️ New York Times (6/22): “Streaming has long been hailed as a promising business, because companies like Netflix can add additional subscribers at little extra cost. The more paying subs a service has, the more the company’s costs can be spread out over a large base, lowering the cost per sub. But those want lots of options, and the costs of making enough programming can be enormous. As a result, a streaming service’s profitability depends in large part on how many paying subs are needed before those TV shows and movies become cost-effective. There was a time when industry execs hoped that number might be as low as 100MM. But now the consensus among many of the executives interviewed is that the number is at least 200, and possibly more. “If you’re going to be a full entertainment service with live sports and tent-pole blockbusters today, 200MM is a number that can give you the scale with the hope for growth over time,” Amazon (execs have) said. Bob Chapek, Disney’s CEO until 2022, also agreed that 200 was the number that meant “you’re big enough to compete.” Netflix has reached that, and then some, with about 270MM paying subs. Moreover, those pay an industry-leading average of more than $11 per month. Netflix is highly profitable, with operating margins of 28 percent. In the first quarter of 2024, Netflix reported revenue of $9.4B, and $2.3B in net income. No one else comes close. Disney and Amazon are the only other streaming services with more than 200MM subscribers.” ⬇️ #streamingtv #ctvadvertising #avod #svod #ott #fast #upfronts

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One size fits all marketing just doesn’t cut it. Know who your audience is to make meaningful connections.

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Google has delayed the deprecation of third-party cookies on Chrome again. Some feel frustrated, some not surprised. We view it differently. 💡 “Whether cookie deprecation is imminent or a year away, Seedtag’s AI-powered contextual solutions remain a powerful tactic for finding and engaging with nuanced audiences through their interests, values, and passions,” said Brian Danzis, President, North America at Seedtag. “Google’s delay gives advertisers more time to test, understand, and quantify the value of alternative solutions and how they can be incorporated into targeting playbooks, ensuring a smooth transition once cookies inevitably disappear. At Seedtag we have 1000s of brands that have experienced the superior performance of AI-powered contextual and with a little more time (and data to back it up) we expect even stronger adoption of this unique approach.” Interested in learning more about Google's cookie phase-out and getting a glimpse into alternative solutions? 🔎 Read our full post here: https://lnkd.in/ep8WaRTv #CookieDeprecation #PrivacySandbox #PrivacyFirst #Contextual

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Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

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Influencers and Connected TV (CTV) share key strengths: storytelling, authenticity, interactivity, and data-driven insights. As these two forces converge, brands are unlocking new opportunities to connect with audiences and drive meaningful actions. Learn more: https://lnkd.in/eyWHxt4F _ #GroupMMENA #CTV #influencermarketing

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Internet culture versus pop culture, what’s the difference? A client recently asked SPCSHP about pop culture versus internet culture. This was such a great question that sparked interesting conversation with our crew. Too good not to share. In under a decade we’ve gone from seeking the hottest cultural news from sources like TMZ or Us Weekly to an always-on, fluid hit of cultural need-to-knows through our social feeds. This shift created an interdependent relationship between pop and internet culture. How so? Remember when Beyoncé dropped Texas Hold ‘Em in February? If you’re a TikTok user, you also recall your feed was inundated with dance trends, playing off her song. Everyone wanted in! There’s even Texas Hold ‘Em Dance Fit tutorials. Don’t believe it? Search it up. In that moment, pop culture informed internet culture. But what about the flip side of that, where internet culture has informed pop culture? Remember Tube Girl, the confident TikToker who danced her way through London tubes (who doesn’t). Tube girl a.k.a. Bahsoon is now a M.A.C. cosmetics girl too. The brand jumped on the opportunity to partner with her and feature her in their London Fashion Week runway show. So, to answer the question of what’s the difference between internet culture versus pop culture…you tell me.

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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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For brands, managing the relationship with key retailers is a challenging task. But establishing truly collaborative, business-building partnerships is a strategic imperative for brands looking to drive sustainable growth. Join us for this webinar on May 14 as The Mars Agency's Kandi Arrington and Meghan Heltne will discuss how brands can elevate the relationship and unlock growth that's transformational for both parties. Learn more and register here 👇 #brandstrategy #retail #retailerrelationship #webinar

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By understanding TV viewing habits, advertisers can tailor campaigns to audiences like Millennials, Gen Z, live sports fans, or frequent streamers, optimizing reach and engagement. Insight into audiences like these from AnalyticsIQ can help marketeres craft targeted and effective campaign strategies for better ROI on CTV ads. #DigitalAdvertising #TargetedAudience #CTV https://lnkd.in/gsCpczyg

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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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In the below, JiYoung Kim, GroupM’s NA COO, shares the best kind of advice: that which is learned first hand. Her journey is inspiring - and it’s very cool of her to share it here. Ji is a brilliant friend and leader — and we (all) have plenty we can learn from her. These 3 lessons are worth a read. Enjoy! #leadership #lifelessons

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