Alex Oganesyan

Your digital advertising just got a privacy reboot 🔒 Discover how data clean rooms enable brands and publishers to securely collaborate on audience insights while protecting customer data. LiveRamp's new guide explores 12 ways that top marketers: ✨ Build richer profiles from data locked in silos 🎯 Optimize targeting and frequency across walled gardens 📊 Measure granular ROAS and incrementality metrics Learn how smart marketers are turning signal loss into business wins: https://lnkd.in/d-xFJP_q #datacollaboration #dataprivacy #measurement

5

Excellent listen on the AdTechGod (™) pod with Catherine Perloff. A good glimpse into a bunch of topics from this year and into next: consolidation, shortening the supply chain, transparency, fraud, the role and impact of walled gardens, challenges creators are facing, and the influence of AI in journalism. Great to hear from the journalist perspective who can drill down clearly to the big key takeaways.

7

Check out the top takeaways from #AWNewYork24, including how industry leaders are leveraging AI and automation to drive data-driven insights, optimize media campaigns, and transform their organizations. https://ow.ly/aFqR50TL433

2

“The industry’s North Star of reaching the right person at the right time with the right message has always been a seductive fallacy. It requires us to turn a blind eye to innate human psychology and how consumers actually make purchase decisions. This pursuit has led us to prioritize technological capability over consumer reality, ignoring the complex and often irrational nature of human decision-making.” Absolutely spot on and prescient as we sit on the precipice of AI. Human behavior and psychology are maddeningly complex and unpredictable. While we invent new ways to quantify it (cookies, LLMs, propensity scoring) it will continue to surprise us and keep us guessing. That’s why marketing is a dynamic and exciting career to jump into and what keeps me coming back again and again.

14

With cookies disappearing, advertisers are exploring new approaches. In fact, programmatic growth is expected to outpace nonprogrammatic, as advertisers focus strategies on first-party data and invest more in closed ecosystems like walled gardens. Download the Programmatic Ad Spending Forecast H1 2024 from eMarketer to: ✅ Understand the impact of cookie deprecation on transaction methods and devices ✅ Discover why advertisers are turning to walled gardens and how this will affect advertising across the open web ✅ Learn what’s next for Google’s Privacy Sandbox, smaller advertisers, and 2024 TV upfronts trends Grab your copy now: https://lnkd.in/dX6D8FSz

3

1 Comment

🚨Mark Your Calendars 🚨 Join us at the Association of National Advertisers & Marketbridge event in Boston on September 4 to discuss reinventing growth, overcoming complexity, and accelerating performance in 2024 and beyond!

6

Looking to stay ahead in the evolving TV advertising landscape? Come read how the shift from traditional linear television to digital platforms is impacting the effectiveness of advertising efforts. Unlock the future of TV advertising with data-driven insights and targeting capabilities using Simpli.fi's ZTV solution.

14

"Agencies and brands are reevaluating strategies, with a renewed focus on first-party data, contextual targeting, and advertising," said Basis' Chief Investment and Media Officer April Weeks. The ad tech industry is experiencing its own renaissance, where what's old becomes new again. Keep reading via MediaVillage: https://ow.ly/RLpE30sCn39 #Adtech #DigitalAdvertising #MediaStrategies

1

A smart move by Colgate-Palmolive. It's not that people don't want to share any of their data - they want a fair exchange of value in return (and they want to be the ones to make the decision, not the other way around). “We’re not collecting data just to have it. It’s important that there’s a reason behind everything we collect – a value proposition.” #FirstPartyData #DigitalMarketing

13

Is your media measurement all grown up? 🌱 Take LiveRamp's quick 5-minute assessment to find out where your strategy stands—and unlock tips that’ll help you boost ROAS, engage your audience, and fill in the gaps.https://https://lnkd.in/gUqxw3Yw

10

Just in case quality is important to you, our very own Sean O'Donnell & Aladdin (Alaa) Selim just won the Award of Excellence from the NJ AD Club for their work in legal marketing ads!! Unique Strategies - Premier Content - Brilliant Adjustments - Client Success #legalmarketing #VideoMarketing #streaming #lawfirmadvertising #branding #lawyermarketing

1

Insightful commentary on the impact of political ad spend on local advertisers from Clelia Zattoni "Political ad spend drives saturation and inflates CPMs, particularly for local and regional businesses caught in political hotbeds. For example, we had to guide a furniture advertiser to reallocate their budget away from [specific] ZIP codes and congressional districts to avoid the rising CPM costs driven by political ad buys." AdExchanger

17

“Advertisers are naturally drawn to the promise of advanced targeting capabilities and deeper audience insights, and we anticipate that the smart TV OS trend will only gain momentum. We should expect notable shifts in ad spend budgets and dollars in the coming months and years.” Matt Krepsik, CEO of MediaRadar, Inc., commented in MediaPost about The Trade Desk's new streaming TV OS, Ventura. Check it out! https://gag.gl/QWp40o #MediaRadar #MediaPost #AdvertisingIntelligence #AdTech #StreamingTV

1

New research from Hub highlights how "Peak TV" is still delivering an abundance of beloved content, reinforcing a valuable insight for brands and advertisers: embedding your brand within content offers enduring value. As streaming services adopt windowed licensing deals similar to the classic cable-TV model, we're seeing a resurgence of discovery, affinity, and influence on programming decisions. For brands, this means embedding into the right content not only drives immediate engagement but creates a lasting footprint in viewer preferences as viewers explore content over time! 📺 #Streaming #ContentMarketing #BrandStrategy #Media https://lnkd.in/gYMy2kTQ

13

✅🖥️ DIGIDAY (Podcast; 7/16): “Tubi is having a good run. As of May, the free, ad-supported streaming service was taking 1.8% of monthly television viewing across streaming platforms, tying with Disney+ and beating Max, Paramount+ and Peacock, according to Nielsen Gauge. It could be considered a win in the streaming wars. Tubi, though, doesn’t consider itself to be part of said wars, according to ​​Tubi CMO Nicole Parlapiano. “We are in a category of our own in that way. A lot of people like to put us in the same grouping with the other free streamers. But our product experience is so different because the Roku and Pluto [platforms], all the linear, FAST channels, it’s not really VOD viewing.” the CMO said. “Then the other comparisons are being drawn to the other ad-supported tiers. At Amazon and Netflix, people are still paying to watch ads, but it is also very different. I’ve seen the streaming war. Some people are winning and some people, it’s been a rough go. It’s been hard on the industry as a whole. We have a lot of empathy for everybody. There’s certain things, like people getting into the ad-supported game that are actually good for the whole business because dollars need to shift out of certain channels and into streaming.” ⬇️ #streamingtv #ctv #ott #cordcutting #avod #smartTV https://lnkd.in/g_HBXkQx

19

2 Comments

✅🖥️ AdExchanger Interview: Vevo (12/6): “AX: Some have argued that all video – not just streaming and linear, but also social – should be thought of similarly. Do you agree? Vevo: I lean more toward yes than I ever have before. The next question, then, is what do you pay for it? What do you sell it for? Depending on where the impressions are, it’s always going to be supply and demand. I heard many cases during this year’s upfronts of advertisers that previously spent large volumes on mid-tier to long-tail cable are starting to replace those GRPs and rating points within social because the price point is very similar. And why is that? Because there’s an ocean of availability within the social platforms. But only the top 1% to 5% of that traffic is premium. AX: What’s holding brands back from investing more in social? Vevo: Transparency is an issue. The environments are so big, and brands still require, as they should, control of the content they’re adjacent to. I think you’ll start to see more YouTube Select or Google Preferred models, where platforms lean more on their best content partners to maximize price, yield and brand safety. AX: Do you anticipate social platforms will start to cooperate more on the transparency front? Vevo: It’s really hard to grow without getting smarter about how you organize your impressions and who you let help you. Look at YouTube, which generated $31 billion in ad revenue last year. Even they have publicly started to remove some of the friction points and play nicer in the sandbox, letting partners like us represent our own inventory and our content, but still giving advertisers credit toward their YouTube commitment. That’s one example that makes me want to answer your question with “yes.” “ ⬇️ #socialmedia #tv3point0 #ctv #ott #upfronts #music

2