Digiday’s Post

Important read 👇

How Misinformation Publishers Are Exploiting Ad-Tech Supply Chains https://lnkd.in/e4pWi3Qe New study exposes how misinformation publishers exploit the ad-tech supply chain, deceiving reputable brands. Urgent action needed.

At Think Catalyst LLC my business partner Vivek Kuchibhotla and I help all type of agencies (old and new) position and storytell for success. Let us know if we can help!

The world of advertising is no more odd to change. Remember the name change in 2011, when the Cannes Lions International Festival of Creativity took its current form? That shift mirrored the evolving idea of the business. We are right here, after twelve years, seeing another change – another period set apart by new advertising rules. The current year’s Cannes Lions put the spotlight not on great professions, but rather on versatile growth models. This features a more extensive pattern – the convergence of advertising and marketing. To flourish in this new landscape, brands should embrace these new advertising rules. #advertising #rulesofadvertising #socialmedia #newrulesofadvertising

As the advertising industry evolves, a surge of new players is emerging! Meet the trailblazers making waves by creating innovative niche-focused #agencies that cater to today's market demands and discover how these new players are shaping the future of #advertising. 

„#Publishers affiliated with the #trade #organization the Brand Safety Institute (#BSI) are lobbying leading #measurement firms to better help them understand how such #platforms flag #MFA #content, Digiday has learned. If successful, they aim to launch a “publisher portal” to help cash-strapped media owners better understand how not to fall foul of #vendors such as DoubleVerify and Integral Ad Science, with involved parties asking for direct input to the operation. The parties involved favor such an approach over fears that existing #guidelines on how best to avoid MFA websites published by #advertising #authorities are now being “gamed” by fraudsters while also penalizing legitimate #publishers.“ Oh, the irony 😇 as long as these discussions are mainly driven by marketing executives / c-level, this is lacking the „view under the hood“. #AdTech #knowledge as well as #programmatic expertise is vital for solving this - as shown by Adalytics, Dr. Augustine Fou and others countless times…

Great piece on the rise of new agencies and offerings. Is finding a niche the key to success? Or is being decisive and abundantly clear about what you do, or more importantly, what you do well, then overdelivering. Industry change is upon us. And to those considering starting their own thing, come on in. The water is warm. #marketing #startups #risingtides

While I'm sad to be leaving the most amazing colleagues and leadership at Epsilon, I'm excited to share that my old Walmart/Triad colleague Jay Given recruited me to join an innovative cookieless DSP that was fully designed and built around deep learning, called AdLook. Everyone has been talking about AI, and while technically, the machine learning that we've all been using for 20+ years falls under "AI," the real forefront for leaps in performance (especially post-cookie) is in deep-learning. Deep learning is able to take in much more unstructured data, and continuously learn. -Machine Learning examples: LAL's, Search, modeled 3PD, standard programmatic buying algos, etc. -Deep Learning examples: ChatGPT/LLMs, Facial/object recognition, self-driving cars, and now, cookieless programmatic targeting and decisioning :) AdLook's cookieless advancements, and 10 years experience in deep learning in programmatic is able to guarantee outcomes (viewability, CPC, & CPCv & attention) while driving meaningful cost savings. AdLook is future-proof in terms of privacy (even GDPR compliant), transparent, and unbelievably easy to use. ...Most people don't realize that buying a million programmatic video impressions drives more CO2 emissions than a flight to Europe, and it doesn't need to. So I'm personally passionate that AdLook also enables sustainability (with just a single click) without any additional cost, PMP premium, or change in performance. Interestingly, sustainability drives supply path optimization in a beneficial way. I'm really excited to be a part of these kinds of future-forward solutions. Send me a message if you'd like to learn more!

Some in advertising - especially those who have entries or won at Cannes claim that any criticism of the Cannes Awards stems from jealousy. That’s BS. There are enough creative superstars (who don’t need any certificate about their ability, body of work, creativity and effectiveness of work) who have called out the many genuine problems of awards, especially the premium, super expensive ones like Cannes. As I have said before, the chief grouse is that as a business these awards encourage creation of ‘non-genuine’, ‘made for awards’ work. There is no denying it. Both big name & upcoming agencies have special projects teams who focus only on such - even if it is for a big advertiser, and not some neighbourhood chiropractor (which was the case a few years ago). These projects hardly run in mainstream media and more often than not don’t address any genuine marketplace opportunity, problem or need. Any business impact shown is to be taken with a lot of skepticism. In fact, it’s all about the slick case study video than any real impact. Some claim to have ‘solved’ large scale systemic problems in society with some simplistic creative solution (made with Generative AI of course), which reeks of fraud. Anyhoo, it’s a business in varying scale. On the lower end we have magazine cover ‘awards’ or some felicitation for a few lakhs. Of course, genuine work with a strong business rationale and outstanding creative thinking also wins - as we saw with the DoorDash work during Super Bowl (as real as it can get) which was fantastic. It won the Titanium Grand Prix at Cannes. So was the Tide one last year. But the urge to win awards is so strong and all-encompassing that it has become an unhealthy obsession. But the juggernaut will roll on. #advertising Some views on this and my weekly round up of creative ads here. Do give it a read and share your comments: https://lnkd.in/gQWnjSgF

In all vertical cultures examined, status benefits emerged as a dominant theme in advertising, often overshadowing appeals emphasizing pleasure, uniqueness, or relationships. Learn more: #culture #business #advertising #advertisement #status #pleasure #relationships