Bill Maslyn

I really enjoyed this Marketecture Pod by Harry Kargman. He said what we all know to be true: "If you even look at Trade Desk today...are they even a DSP or an ad network or a data company, or all the rest, you can't put anything in a box." But what I do know is what a black box looks like. So if you don't know where your ads are running (ie: domain level reporting with log files to back them up) or how much you are paying for them now, (beyond the platform fee, or the variable/blended margin), then I can tell you with a large degree of certainty that you are you are probably lighting 50-60% of your media dollars on fire once it actually gets to the end human, which you aren't also tracking to be true. Keep in mind, your screenshots are also made up. AI can do that for me now too. If you don't believe me, hit me up via DM and I'll tell you where you money is being wasted. https://lnkd.in/gHxmHeZ7 CC: Lizzie Black Brittany Smartt Batchelor

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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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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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Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gBPjigx6

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🎙️ Check out our latest podcast episode! We're diving into the two biggest topics in ad tech: the Google antitrust trial and the US presidential election—key issues for our democracy. As the trial approaches its conclusion, our editorial team shares insights from Programmatic I/O and explores the potential fallout. What if Google has to spin off part of its ad business? What would that mean for the ad tech ecosystem? What if they win? Don't miss this discussion!

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As Suzanne Persechino says at #NextTV #NYCTVWeek, A+E Networks is “KPI agnostic”. They can drive foot traffic or clicks. But are keen to partner with advertisers to drive (and even guarantee!) outcomes. At Comcast Advertising they are using a suite of identity assets to ensure the desired HH is reached, per Carmela Fournier. And Stuart Schwartzapfel of iSpot.tv says everyone wants to understand the UNIQUE reach/ aspects of each platform — and good cross platform measurement should be able to diagnose that.

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Many media buying teams *want* to support more diverse media suppliers—but it’s easier said than done. According to the latest research, ad buyers cite 4 major road blocks: (1) a lack of top-down support, (2) unclear investment opportunities, (3) trouble linking diverse supplier investment to ROI, and (4) budget constraints. (Interested in partnering with your org or clients to launch successful diverse media supplier programs using tech, people, and processes? https://lnkd.in/gjpehskr)

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𝗔𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗶𝘀 𝗮 𝗹𝗼𝘁 𝗹𝗶𝗸𝗲 𝗹𝗼𝘃𝗲 - hard to get, easy to lose, and darn near impossible to steal from cats on the internet 😐 Off the back of our partnership with Amplified Intelligence in 2023, we’ve officially released the next major step in our partnership research with Omnicom Media Group, ANZ Our “Hierarchy of Attention & Outcomes” study is now LIVE and builds on our previous "Attention in Context" study. This ground-breaking new attention study in partnership with brands like Velocity Frequent Flyer, Volkswagen Commercial Vehicles, and the Victorian Government Transport Accident Commission reveals the intricate hierarchy and interplay between device, format, domain, creative and brand which can supercharge your business. 𝗞𝗲𝘆 𝗹𝗲𝗮𝗿𝗻𝗶𝗻𝗴𝘀 𝗮𝗿𝗲: 1. CTV is the attention jackpot 🎰 It's serving up 9.7 seconds of active attention – that's 8x more than mobile and 16x more than desktop. Talk about screen domination 💪 2. Content is king, but context is queen. 👑 The neighbourhood your ad lives in matters. Premium real estate = premium attention. 3. Size matters... but only sometimes. 📏 Bigger brands thrive on passive glances, while the underdogs need that active attention to shine. 4. Mobile might not grab eyeballs like CTV, but it's got that sales mojo 💰 5. Branding isn't just a pretty face. It's the superhero cape your ad needs to fly off the shelves. 🦸‍♀️ Ready to turn those fleeting glances into lasting impressions? Read some of my thoughts here on Mumbrella: https://lnkd.in/gf_tj2vf Full "Hierarchy of Attention & Outcomes" Study here: https://lnkd.in/gxT36evB Karen Nelson-Field PhD Niki Zacharopoulou Michelle Stewart Miles Brehm Aimee Jenkins Tricia Murphy David Laird Lauren Berndt Bec Brooks John McNerney Dan Richardson Lorraine Donnelly Maddie Basso Keren Homan Kristine Celona #attention #yahoo #programmatic #amplifiedintelligence #branding

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Interesting insight into conversations between Google and publishers, all seemingly focused on yield optimization for their respective organizations with little discussion on improving advertiser campaign performance or return-on-ad-spend. Advertisers investing in programmatic digital media really need to take note of the continued lack of transparency, hidden ad tech fees, and manipulative pricing methodologies that are emblematic of this space and that are sapping their working media dollars.

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How is AI transforming data collaboration use cases? Machine Learning and Generative AI are game-changing enablers of data collaboration via clean rooms. What’s most exciting though: Generative AI is set to transform the collaborative efforts of non-technical users. Read the full LiveRamp report for all of our findings!

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