Jay Patel

“The whole trend points toward having a more connected experience when it comes to trading and activating audiences, and a more direct relationship between buyer and seller.” - "...Miles Pritchard, a partner at OMD focused on data and technology transformation." This is a great article by Anthony Vargas on Sell-Side Curation ("...matching a buyer’s first-party customer data to a publisher’s first-party audience data to create private marketplaces (PMPs).") and how the programmatic ecosystem is adapting to third-party cookie deprecation. This article is chock-full of great programmatic media buying mechanics: "SSPs (Supply Side Platforms): 1) "...Are building their own data marketplaces where buyers can pay to add additional audience data layers to their campaign targeting. In the past, such data marketplaces were mainly only available through DSPs...These partnerships with third-party data providers also help SSPs stand out – and perhaps even compete with DSPs – as buyers optimize their supply paths to include fewer trusted partners" 2) "...see this shift as an opportunity to differentiate their approach to using data by providing high-quality supply and transparency, said Scott Ensign, chief strategy officer at Butler/Till." 3) '...now can have more strategic conversations with buyers about what they’re buying and why they’re different from the next dozen SSPs,” Ensign said."' 4) "...can also match advertiser data sets to third-party data graphs and publisher first-party data in real time, eliminating the need to wait at least a day for the curated audience to show up in a DSP." and "...allow[s] partners to share measurement and reporting data far more quickly." "DMPs (Data Management Platforms): 1) "...matching data sets between partners" (for segmentation and activation) "...can also use lookalike modeling to scale a campaign’s reach beyond a buyer’s known customers and across multiple publishers." 2) "SSPs [then] package the resulting audience into a PMP. The SSP assigns that PMP with a deal ID that can be sent to DSPs, allowing the brand’s agency to buy impressions associated with that PMP programmatically." (through the agency's DSP)

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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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A pragmatic approach that asks the industry to "reinforce the foundations of a digital advertising ecosystem that values authenticity and penalizes deceit." It's time to go back to the future and demand that advertising is placed alongside quality content.

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As third-party cookies become obsolete, companies relying solely on third-party data will struggle. In today's privacy-centric landscape, it's critical to collect data directly from your audience to not only craft a better, more defined user experience, but provide your advertisers better insights into the engagement of their digital marketing assets. Want to learn more on how Products Finishing continues to invest in audience development and how that provides our advertisers better analytics? tluciano@gardnerweb.com #dataprivacy #customerinsights #firstpartydata

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Is SGE going to ruin SEO for lots of business and agencies? Probably! 😨 Thanks to John P. Mello Jr. for including me in his insightful article for TechNewsWorld. 💡 I thought Joe Karasin made a salient and pithy point about where things are going: "SGE is the next phase in Google’s attempt to create a zero-click search experience." #SEO #SGE #AI https://lnkd.in/ga5MffHq

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"As part of its upfronts presentation, YouTube announced the expansion of its YouTube Select program, which allows brands to run against curated content lineups...Advertisers will now have a takeover option via Select to buy out all the inventory against the top 1% of creator content on YouTube. More than 75% of YouTube Select campaign impressions ran on TV screens in the US during the first half of last year, according to Google." - "YouTube also announced an AI-powered ad format for reach campaigns optimized for TV screens. The format repurposes an advertiser’s existing non-skippable ad creative on YouTube so they don’t have to produce new assets." - "YouTube rolled out branded QR codes for TV that incorporate a brand’s logo to help bolster awareness." "...And according to data released by Nielsen earlier this week, YouTube is the second-most-watched media distributor overall on TV, with 9.6% of all TV viewing time, behind only Disney at 11.5% and trailed by NBCU (8.9%), Paramount (8.8%) and Warner Bros. Discovery (8.1%)"

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https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

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From my perspective, it seems as though adjusting media types does little to combat Ad fraud. Instead, what makes this problem so prevalent is the lack of accountability in the programmatic supply chain. Firms leaning into advertising without any sort of accountability measures are met with an impossible Catch-22 wherein spending more leads to less impact and spending less delivers the same. #AdTech #Innovation #AdFraud

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In TVREV, Magnite's SVP of Platform Revenue, Mike Laband, discusses the importance of user experience in TV advertising and how new ad formats like tiles and pause ads complement the streaming interface.

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A welcome reminder on the limitations of programmatic advertising despite its incredibly widespread use. The lack of transparency regarding where ads are displayed and the quality of placements remains a significant issue. Also, programmatic platforms may not always ensure brand safety, with ads appearing alongside inappropriate or harmful content. On top of that, relying solely on programmatic channels can limit the control advertisers have over ad placements and targeting parameters. And this is before we get to the demise of the 3rd party cookie. Interesting article to read and not surprised Bloomberg switched to a clean, direct-sold model. #DigitalAdvertising #Programmatic #Monetisation #OnlineAdvertising

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To AI or not to AI, that is the question echoing across the marketing realm. 🤔 Dive into the debate with CMI's latest article dissecting the strategies of brands like Dove and Brandtech Group. Should your brand shout its AI and marketing plan to the world? Learn more: https://lnkd.in/gNNRfbKj #AIinMarketing #BrandStrategy

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Exciting news for all digital marketers and advertisers! 🎉 Join Jacek Chrusciany and Adfidence for the #CampaignSetup Day NYC where you'll learn cutting-edge strategies for optimizing your campaign setups. Led by industry experts, this event is perfect for anyone looking to enhance their advertising performance. Don't miss this opportunity to gain valuable insights that will pay dividends! Learn more and register here: Campaign Setup Day NYC: https://lnkd.in/eQ2HymAF #DigitalMarketing #AdTech #CampaignSetup #AdFidence

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"...The Trade Desk, Google’s DV360 and Magnite will join Microsoft as Netflix’s main programmatic partners." "...Netflix unveiled new partnerships with iSpot and TVision, which are similar to partnerships with Kantar, Cint and NCSolutions announced last month. Netflix also works with Nielsen, EDO, DoubleVerify and Integral Ad Science." "Netflix announced that its ad-supported plan now has 40 million monthly active users globally, up from 23 million in January. Considering that level of growth, Netflix also shared plans to launch its own ad tech platform, plus new partnerships with more programmatic platforms and measurement vendors." "The company will begin testing in Canada this year, with the goal of launching in the US by Q2 2025. The platform should be globally available by the end of next year. The goal is for Netflix to have as much control over its ad tech as it does over its streaming tech, Reinhard told buyers, and, in turn, to give agencies more control and transparency into what they’re buying."

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Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

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In a world of overflowing information, clarity cuts through the noise. At RedNovius, we transform complex scientific data into engaging animated explainers. These 2-minute PubVisuals can help you share your message with impact. #scicomm #medicalanimation #simplicityisscience

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New ANA/4A's Guide Decodes Agency Compensation! Explore the new guide from the ANA/4A's on compensation models for marketers and agencies! This valuable resource dives deep into different models, explores the benefits of each, and provides a framework to help you choose the right one for your needs. https://lnkd.in/g25K3Z2a #ANAAFM #ANAmarketers

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Use ELE to help your brand navigate the marketplace/local variations, topics, platforms, and KOL preferences of individual audiences, and their future needs, to define next best action

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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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