Clayton Peters

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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🚨 The landscape of CTV Advertising has undergone a significant transformation with the recent Roku-Amazon Alliance announcement at Cannes Lions. This strategic partnership marks a pivotal moment, granting access to approximately 80% of U.S. CTV households, equivalent to around 80 million homes, as highlighted by John Tomase of LinkedIn News. 👉 Initial outcomes are already demonstrating the impact of this collaboration: - 40% increase in unique viewers - 30% reduction in repeated ads - 3x surge in the value of ad spend Having been part of Roku during its early stages, witnessing this development is not merely exhilarating but also the realization of our long-standing vision to establish a dominant presence in the CTV advertising realm through strategic alliances and unparalleled scalability. This partnership signifies more than a mere business deal; it marks a seismic shift in the future landscape of television advertising. 💡 Why This Development Is Significant: 1. The Strategic Move: Scale, Data & Authenticated Reach By amalgamating Roku's CTV reach with Amazon's DSP, a colossal authenticated identity graph is being constructed—a dream come true for advertisers. This translates to reduced wastage of impressions and enhanced precision in targeted, measurable ad delivery. 2. Leveraging Artificial Intelligence Empowered by extensive first-party data and user log-ins, AI can now be leveraged comprehensively to drive hyper-personalized ad experiences. Imagine dynamic ad placements based on real-time behaviors and preferences, transcending traditional demographic targeting. 3. Addressing Key Concerns Will this consolidation potentially stifle market competition? The dynamics of pricing control might shift with increased influence in Amazon's domain. The neutrality of DSP is under scrutiny—what implications will this have for platforms like The Trade Desk? 🔮 Anticipated Developments: ✅ Enhanced focus on authenticated data and AI integration ✅ Emergence of "super-platforms" consolidating inventory and data control ✅ Encouraging brands to adapt: If you're not already optimizing for Amazon’s DSP, now’s the time. ✅ Potential for both innovation and consolidation risks This is a moment of truth for the CTV ecosystem. As we adopt smarter, AI-powered advertising, we must also ask tough questions about data control, interoperability, and competition. Do you think this will reshape the future of media buying for the better or limit it? #CTV #Advertising #Roku #AmazonAds #DigitalAdvertising #MediaBuying #Marketing #AdTech #ConnectedTV Read more: https://lnkd.in/gAzSAAeb

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Here's a great example of AI-first adtech creating real business value for media companies. Aperiam portco Gray Swan is partnering with Operative to bring AI-powered observability to media companies managing converged linear, streaming, and digital advertising operations. GraySwan's agentic AI layer continuously monitors performance signals across supply, demand, pricing, and delivery. It automatically surfaces anomalies, inventory and pricing optimizations, and incremental revenue opportunities in real time. No more hours spent pulling reports or missing critical signals. As Zeev Neumeier, GraySwan's Founder and CEO, put it: media is now a data-driven business, and the power comes from turning that data into action. Proud to support the team GraySwan as they bring this vision to the world's leading media brands.

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Roku’s Snr Dir, global ad platform partnerships & biz dev, Miles Fisher, joins us for a deep dive into how Roku’s new Amazon Ads partnership will drive CTV’s full funnel future. https://lnkd.in/gc_cSZYh

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✅🖥️ AdWeek (6/16): “The integration, timed to coincide with the beginning of Cannes Lions, will let marketers activate against Roku’s logged-in audience directly through Amazon’s DSP, creating a pool of users spanning the Fire TV and Roku operating systems, as well as the streaming apps Prime Video and The Roku Channel. To do so, it uses a shared identifier that enables deduplicated reach, frequency capping, and full-funnel measurement across devices and services. Ultimately, this will let marketers track CTV ad exposure to Amazon sales. According to Amazon, early tests of the integration led to a 40% increase in unique reach and a 30% reduction in over-frequency, letting advertisers deliver three times more value from their campaigns without increasing spend. For Roku, the deal underscores its role as a distribution hub: More than 50% of U.S. TV streaming time occurs on Roku, according to the company. It also signals its intention to remain open and interoperable, even as competitive tensions with other DSPs rise.” ⬇️ #programmatic #streaming #upfronts #streaming #fast #tvos https://lnkd.in/epjXt3Tc

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My First AI Post @2025 (and thank you to the Aperiam AI Fellows and to Dawn West and Alex Netelkos for making that happen!): If viewability was the training wheels of digital measurement, attention is the carbon-fiber racing bike we’ve just learned to ride. Erica kicked us off by pointing out the obvious: “viewable” doesn’t mean “seen,” and certainly doesn’t mean “engaged.” McKinsey’s neat formula — time × focus × intent — resonated as a starting point, but the real magic is in using that across channels and across the funnel. Why does this matter now? Because omni-channel is no longer a buzzword — it’s the messy, lived reality. CTV, digital out-of-home, mobile gaming, social feeds — each has wildly different engagement norms. An attention metric gives marketers and publishers a lingua franca, a Rosetta Stone to compare value and outcomes without pretending a click on a banner is the same as leaning into a big-screen spot. Publishers want credit for premium environments. Marketers want to normalize buys across hundreds of brands, countries, and media types. Attention-weighted CPMs (ACPMs) start to solve both. Even a global CPG can look across Meta, YouTube, stadium signage, and print — and make sense of it. Is it perfect? No. Is it better than a stack of inconsistent KPIs and gut feel? Absolutely. And yes, AI is in the wings — not as the protagonist, but as the stagehand making the hard stuff easier. It can normalize messy data, connect attention signals to outcomes, and embolden teams to try bolder experiments. Which brings us to the closing provocation: What if a few brave brands and publishers agreed to really transact on attention — rough edges, no gaming, shared responsibility for outcomes? The moment feels right to test whether attention can become not just a metric, but a currency. Marc Guldimann Adelaide David Zapata AB InBev Michael Shields Cory Treffiletti Rembrand McKinsey & Company

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CTV is a driving force for digital ad spend growth, but those of us who have been around since the days of "Ad Network 1.0" know that non-transparent "ad bundles" and fuzzy PMPs with fancy logos and no accountability will burn out the minute that the supply - demand imbalance come into play. With the rise of Amazon Prime Video and the growth of FAST channels reaching saturation overload, we are just about there. Program level transparency and full impression-level accountability across all CTV sources is only a matter of time.

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Amazon x Roku: A Game-Changer for CTV & Retail Media Just announced at Cannes Lions — Amazon Ads and Roku are teaming up to launch a joint advertising initiative that will give media buyers access to over 80% of U.S. connected-TV households by Q4 2025. This is a giant leap in scale, targeting, and efficiency: 1) Ads across Prime Video, The Roku Channel, and other services via Roku + Fire TV OS 2) Powered by Amazon’s DSP for smarter, data-driven placements 3) Early tests are showing a 40% unique viewers reached, a 30% decrease in ad fatigue and 3X ad spend efficiency. Could help a lot of brands get a return on DSP where SUG has our own seat as an Amazon premiere partner! At Straight Up Growth = Amazon 📈, we’ve helped Amazon brands drive $1B+ in sales through performance-led media. And this move? It opens up CTV as a real conversion channel, combining Amazon shopper intent data with streaming scale like never before. For brands: This isn't just about brand awareness anymore — it's about attribution, purchase behavior, and full-funnel growth. Let’s talk if you're ready to leverage Amazon DSP + Roku to fuel your growth. #AmazonAds #Roku #RetailMedia #CTV #AmazonDSP #BrandGrowth #StraightUpGrowth #PerformanceMarketing #CannesLions #AdTech

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AI that understands advertising context like a brain 🧠 In this interview, Grego Martínez, SVP of Product at Seedtag, speaks with Andy Plesser, CEO at Beet.TV, about how innovations like network-level analysis & embeddings are taking contextual advertising beyond simple keyword matching — paving the way for neuro-contextual AI. “We discovered that with new technologies like embeddings, we could train a system in something way more complex: understanding context like a brain. This is where neuroscience meets contextual,” Grego shared. Watch the full interview: https://lnkd.in/dZdp5K_y #AdTech #NeuroContextual #AI

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🚀 Amazon and Roku Partner to Scale Addressable CTV Advertising Amazon and Roku are teaming up to unify their streaming audiences through Amazon’s demand-side platform (DSP). This collaboration allows advertisers to target logged-in users across both Fire TV and Roku OS—boosting reach and improving ad efficiency. 🆕 What’s New -Advertisers can now access 80 million U.S. connected TV households via Amazon’s DSP. -The integration enables cross-platform identity targeting using logged-in user data. -The service will be available to all Amazon DSP advertisers in the U.S. by Q4 2025. -Early results show a 40% increase in unique viewers reached and a 30% drop in ad repetition. 💡 Why It Matters This partnership directly addresses two of the biggest challenges in connected TV advertising: (1) Fragmented audiences across platforms and (2) Inefficient frequency control leading to wasted impressions. By consolidating identity and scale across two dominant ecosystems, Amazon and Roku are offering advertisers a more precise, cost-effective way to reach viewers. It also signals Amazon’s growing ambition to compete with major players like The Trade Desk and Google in the programmatic space. ❓ Big Question for Marketers Are advertisers prepared to shift their thinking about how to create audiences from sources not previously available? #CTV #AdTech #AmazonAdvertising #Roku #ProgrammaticAds #MarketingStrategy #MediaInnovation #DigitalMarketing

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U.S. TVOS platform revenue by company: 1) Roku OS (Roku) - $3.5B (25%) 2) Fire TV (Amazon) - $2.4B (17%) 3) Android TV (Alphabet) - $2.2B (15%) 4) Tizen Smart Hub (Samsung) - $1.5B (11%) 5) Apple TVOS (Apple) - $763M (5%) 6) WebOS (LG) - $759M (5%) 7) SmartCast (Vizio) - $738M (5%) 8) Xumo (Comcast/Charter) - $189M (1%) 9) Other - $2.4B (17%) Read the full post: https://screenwa.rs/9337d9

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This is Big. And part of a trend. For years there has been a open v closed ecosystem debate. I have long said a pure open auction is not the way. Some walls are needed. This trend has long been apparent and now extending particularly in ctv. Youtube is no 1 in ctv and its got high walls. Netflix is number 2 in viewership (not yet ads) and whilst its ad platform is new, it definitely has walls. Here Amazon plus Roku is a clear no 2 in ads. More trends. The collaboration between tv networks in the US, the UK and globally. Broadcast quality ctv almost exclusively has walls. This is a good thing. Death of a DSP? Well thats click baitey but it does relegate the importance of the DSP. That being said the likes of TTD have their own powerful ecosystems. Its these private ecosystems that then fight for share.

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we've posted a couple of reports in the past - but I think that this one is the BEST and most interesting one we published (...so far...) this is a true comparison of "attribution" vs. incrementality - comparing the actual aggregated, weighted, and indexed results based for the clients who share attribution data with INCRMNTAL Super interesting - get it below!

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When APIs first came on the scene, they promised simplicity. Connect, integrate, innovate. Over time, we’ve seen the opposite. Version mismatches, endless updates, and a patchwork of integrations that often consume more resources than they free up. Unified, domain-driven APIs make a real difference. Reducing friction gives developers back the one thing that truly drives innovation...time. Investing in developer experience cultivates trust and loyalty with the very people shaping adoption decisions. #APIs #AdTech #DeveloperExperience

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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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Retail media's Wild West chapter is officially closing. The industry must align on incrementality and measurement. Now. That is David Cohen's message as IAB CEO. April 14. The IAB launches "Building a More Competitive Commerce Media Ecosystem." The shift: from growth mode to maturity mode. The agenda: in-store media, cross-channel activation, new org structures, and AI-driven commerce. The goal: alignment on measurement and impact.   Is operational discipline the real driver of retail media's next phase, or just a polite way of saying growth is stalling? Full article in the first comment

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Big news: Advanced Contextual is now part of  Azerion. When we started AC, we believed advertisers needed more transparent, performant alternatives to black-box targeting and outdated contextual taxonomies. That belief has only grown stronger. What makes AC different is our foundation: True page-level contextual analysis across 3.5B pages and 125K sites Unique topic/keyword analysis so we define the right audience Unique article page level only segments to find the right content High attention scores Transparency down to the URL level so brands have confidence in how their segment audience is defined We’ve spent years building solutions that help advertisers replace lost signal in platforms like Meta — and drive real outcomes. Now, with Azerion, we can take that work global. They bring the scale, salesforce, and infrastructure to put our tech to work at a whole new level. The team and I are thrilled to become part of the Azerion team and leverage what we have throughout the company.

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Significant and important to understand the power of Amazon's Shopper audiences that underpin this powerful TV opportunity...#primevideo Vector Retail Media

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Big news in the audio advertising space, Amazon has just expanded its partnership with iHeartMedia, unlocking programmatic access to streaming music, radio, and soon podcasts and broadcast stations via Amazon DSP. That means advertisers can now reach listeners across 870+ stations in 160 markets with precision targeting and omnichannel measurement. This isn’t just about scale....it’s about performance. With Amazon’s clean-room tech and iHeart’s deep listener engagement, we’re seeing audio evolve into a fully addressable, measurable channel. That’s a game-changer for marketers who want to connect with audiences where they are .... and when they’re most engaged. 📈 For those of us leading large sales & marketing organizations, this is a reminder: the future of media is frictionless, data-driven, and everywhere. If your strategy doesn’t include audio, it’s time to rethink. 🔗 Read the full story here: https://lnkd.in/gU8g5fhA iHeartRadioiHeartMedia

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