Josh Marshall

‼️ Big announcement alert ‼️ For the first time ever in the UK, brands can now connect with Snapchatters directly in Chat using Sponsored Snaps. We’re now putting brands directly where our community spends most of its time sharing real conversations. Why Sponsored Snaps matter! ✅ +16% higher purchases per click (vs. ads in other inventories) ✅ +20% higher purchases per ad view ✅ 8-10x longer dwell time on advertiser websites Brands like Wendy's, KFC, Cruzcampo and Gymshark - Sports Fashion have already entered the Chat and found success. Find out more here: https://lnkd.in/eEGXyawe 👻

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The race is on to make TV easy to buy - now what? Good article on how this is shaping up (see comments). Everyone’s now woken up to the potential in FELT (fat end of the long tail). Having just completed a survey on the buy-side with Dominic Finney Ascentinel, it’s good to see what the buy side was asking for being reflected in this story. Easy to buy was one of the biggest asks we found to ensure spend goes up, not down. And there’s a good reason for this. AI and a growing realisation that there’s money on the table is opening up a huge opportunity. But now that everyone’s seen the same opportunity, it’ll be interesting to see how it’s carved up. There are some potential bumps in the road. Premium environments are, well, premium and that means the ad experience is also pretty good, especially in EMEA. The barrier to entry helps ensure that the quality of the ads and the ad breaks justify the high CPMs. That confidence came through loud and clear in the study – buyers felt the extra cost of video was worth it. Now, I’m all for democratisation. I’m not saying SMEs can’t create quality ads – and of course, there are plenty of ads on my big screen that, to be polite, aren’t great. AI is there to help fix that. But what we shouldn’t forget is another big ask that came through loud and clear when we asked buyers what they wanted: measurement. If you want those high CPMs, measurement is essential. But more than that - there need to be checks and balances to make sure the cinematic experience of TV doesn’t end up looking like the click-farm chaos that many previously premium web environments have become. Measurement isn’t just about targeting it’s about understanding creative effectiveness combined with the halo effect of the big screen. Because in the rush to open up to the long tail, we risk killing the golden goose. It’s doable. We’re working on some fascinating projects right now at DAIVID 🦩 Creative Data that help quantify the combined impact of great content and creative on the big screen and the amplifying effect they have together. But there’s more work to do if we want high CPMs to keep delivering. Premium pricing needs premium proof. More collaboration is going to be needed - interested to hear other views on this.

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HUGE news 🚀 Infillion just launched Agent Connector, the industry's FIRST agent-native media execution platform built on MCP. It's a full-stack solution built specifically for AI systems to plan, buy, and optimize programmatic campaigns directly. Any AI system (commercial, custom, internal) can start operating campaigns immediately. Read all about it in AdExchanger's article below:

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Insightful piece from John Cassillo. It highlights nicely where sports sponsorship needs to move to. In the world of digital & streaming and data driven marketing, vanity metrics like the size of the ratings alone don't cut it any more. It's knowing who that audience is and enabling them to be converted from a fan to a customer. Deliver that and you're offering what's valuable to a brand today. Sports shouldn't obsess over ratings alone but how well they know their fans. #fandata #sportsadtech #modernizingsponsorship https://lnkd.in/gVi3Hiyt

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As suggested last week, we have a few more partnerships to proudly announce at PMG. This one is really exciting, it demonstrates our expertise in #FinancialServices and ability to retain great people (customers or rather friends of PMG) in Ciara Cox MCIM 🤝 Whilst the market trends down, we continue to push up. Always focused on and investing in the future - Tech & Talent. Never one or the other.

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Excited to share that Aperiam has invested in Bedrock Platform. Obvious statement of the century: programmatic advertising has a complexity problem. The infrastructure that was built to give media buyers control has, over time, done the opposite. Burying teams under layers of operational overhead, legacy tooling, and opaque supply chains. Bedrock is built on a simple but powerful thesis: what if you stripped away the bloat and rebuilt the stack around what actually matters... precision, transparency, and speed to execution. Their platform combines AI-driven campaign automation with curated, premium inventory across video, CTV, DOOH, and audio, and aims to be flexible and get smarter over time. Plus, the team (Shane, Austin, Ryan, James) has deep roots in the infrastructure layer of ad tech and understands the plumbing better than almost anyone. We believe the next generation of programmatic will be leaner, faster and AI-first. Bedrock is building that.

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As TV viewing continues to fragment, ACR is helping buyers recover lost reach across linear, BVOD and CTV particularly by identifying underexposed postcodes and reallocating spend more efficiently. Well worth a read. Dan Conneally Tom Stimpfig https://lnkd.in/eCb7eDQd

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Great piece from fellow ‘operative’ David Dembowski on the emergence of linear streaming & live sports. Despite all the hype about “the decline of linear” - the entire linear model is being re-imagined before our eyes via streaming and CTV. For anyone who’s studied the trend it’s clear that linear ratings are shifting more than they are declining. “Measurement” just hasn’t caught up to the rapid shift in consumption behavior, particularly among younger audiences. It’s the “zero-cell” problem all over again. https://lnkd.in/exeD5U3X

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Live ad delivery needs infrastructure built for game speed. In the latest episode of #ThePubWay podcast, Scott Young (Co-Founder and Chief Product Officer at Transmit) joins hosts Tina and Mike to unpack the infrastructure, formats and mindset shifts publishers need to power more dynamic live ad experiences. Listen now: https://lnkd.in/dVxs_GeK #Publishers #AdTech #DigitalAdvertising #ContextualAdvertising Seedtag

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Streaming has become the modern default for not just entertainment — but engagement. Our new Still Watching report uncovers how streaming has evolved into a space where variety fuels discovery, fandoms unite audiences across borders, and deep engagement creates rare opportunities for brands. If you want to meet audiences when they’re all in, this is your guide: https://lnkd.in/gkban4sy

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How neuro-contextual makes advertising feel human again ? Listen to the Behind the Numbers podcast from EMARKETER where Brian Gleason, CEO of Seedtag gives you all of the details. #NeuroContextual #DigitalAdvertising

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And here comes Part 2 of my #ModernMarketing analysis of Grand Prix winners at #CannesLions 2025. I was pleasantly surprised to find a bunch of strong cases in there -- and unsurprised to find stuff that reeks of scam. Part 2 covers brands like Clash of Clans, the 2024 Paris Olympic Games, Ziploc, and more. Read it at #WhatIsAnInsight: https://lnkd.in/dH-S34Za

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With the NBA season just 3 weeks away, we are incredibly proud to announce our new global partnership with Amazon Web Services (AWS). This strategic collaboration is set to transform the way fans around the world engage with the game by delivering innovative insights and experiences - all through the power of AWS. A huge thank you to Kristin Shaff, Jed Wang, Shelby Williams, Francessca Vasquez, Erik Gormley, and many others across AWS for your partnership. We cannot wait for all that is to come! Read more here: https://lnkd.in/ejcRbWvp

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New blog today! Multi-location brands don’t operate in one market. So why advertise like they do? We just dropped our new Multi-Location Playbook to show you how to achieve both national scale and local relevance. We’re breaking down exactly how to balance centralized brand control with hyper-local execution. The payoff? Less wasted ad spend, consistent messaging, and campaigns that drive real-world results in the exact areas that matter most. Ready to turn local complexity into a competitive advantage? Download the guide here: https://ow.ly/U0uP30sTSIn #MultiLocationMarketing #LocalAdvertising #BrandStrategy #MarketingPlaybook #AdSpendOptimization #LocalMarketing

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Sports advertising isn’t sticking to the old rules anymore. With streaming rights deals and fresh categories entering live sports, the playbook for brands and media sellers is evolving quickly. Discover the trends Gray Wheatley observed from The National Sports Forum → https://gag.gl/CTGRff

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MLS expands leaguewide StellarAlgo CDP partnership MLS (Major League Soccer) is turning personalization into infrastructure. A leaguewide CDP (customer data platform) takes identity resolution and activation out of the lab and into every club, compressing time from idea to offer. Expect tighter mini‑plans, smarter churn saves, and sponsor triggers tied to fan behavior—not broad strokes. The discipline is the differentiator: clean data in, measured tests out, repeat. Without that, you automate noise. With it, mid‑market clubs can punch above weight while top clubs scale craft. Why is this important? Easy. With 24 years of sports marketing experience and now another 30 in tech, I see it clear as day. Tools don’t sell tickets—operators do. The edge is playbooks and pace. I’d mandate five ready‑to‑run journeys per club, privacy‑first, measured weekly, retired fast if they stall. Treat consent as value and show fans the benefit of data done right. And this benefits the sponsorship sales efforts too. Sponsors follow signals, not slogans. If Mondays don’t start with a test plan and end with revenue screenshots, you’re decorating dashboards, not moving the turnstiles. It also means the ability for MLS to sell to entire leage sponsorships to conglomerates more easily, and then narrowcast their sponsorships by market. Thing P&G, the beer giants, soda brands, and even the bank holding companies with a national footprint, but different brands in each market. Market Impact: Makes advanced fan‑data strategies table stakes across MLS; levels the field for mid‑market clubs. 💡 Key Insight: Turning best practice into the minimum—winning shifts to speed, testing, and creative risk. 🎯 Action Item: Build quick‑launch, privacy‑first A/B journeys; tie each activation to dollars. 📈 GTM Angle: Offer “micro‑moment” campaigns—tickets/merch triggered by real fan signals. https://lnkd.in/gGTSYkQh Keith Blase Steve Pona Mark Fine Sergio del Prado Anthony Loiacono J.B. Bernstein

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At PI LIVE last month, our own Sean Sewell unveiled Vantage Point, and the response from partners was incredible. Hear from Martina Jedlickova, Partnership Sales Executive at Parkdean Resorts, as she reflects on how Vantage Point is helping brands navigate the evolving world of AI and zero-click attribution: “It was super interesting and really helpful on zero-click attribution… It’s all a bit scary at the moment with AI and how it’s going to roll out, but having that support and a way of doing something differently is really exciting. Being able to see that and get that from Partnerize and Konnecto is going to be key for us in the next year.” At Partnerize, we’re continuing to empower brands with smarter attribution, AI-driven insights, and the support of our world-class services team. #VantagePoint #PILIVE #AffiliateMarketing #Partnerships #AI #Attribution #Partnerize

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Sports advertising isn’t sticking to the old playbook anymore. With streaming rights deals and fresh categories saturating live sports, brands and media sellers are seeing rapid shifts in how the game is played. Discover the trends Gray Wheatley observed at The National Sports Forum → https://gag.gl/CTGRff

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Fantastic work from our Commercial and Research teams, in collaboration with Diageo, in targeting a key inclusive audience. With the use of Seedtag's Contextual Solutions and capabilities to source Diageo's progressive audiences in Spain, the results generated strong familiarity, awareness and likelihood to purchase. Learn more on our approach to these vital and underrepresented audiences, below. #seedtag #contextualai #progressiveaudiences #inclusivitiy

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