David Fahey

By using AI to interpret real-time content signals, advertisers can now align messaging with where users are in the buying journey. The result? Fewer wasted impressions, stronger engagement and better ROI 📈 Seedtag’s latest blog unpacks how intent based marketing bridges privacy & performance by predicting readiness through real-time content analysis - no tracking required. https://lnkd.in/e8fzMCiC #AdTech #ContextualAdvertising #AIIntentionModels #AttentionToIntention

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Advanced measurement is moving from a “nice to have” to a requirement for brands that want to prove how marketing drives real business outcomes.✅ Nowhere is this more visible than in Retail Media Networks. RMNs like Instacart give brands access to closed-loop performance data tied to actual purchases. That data is powerful, but it also raises an important question for marketing leaders: How do we validate results beyond platform-reported metrics and understand true incremental impact? This is why third-party measurement is becoming a critical part of the RMN conversation. Circana has emerged as a leading independent measurement partner for retail media performance, including Instacart. By combining retailer point-of-sale data with broader market and category intelligence, Circana helps brands understand not just what sold, but what actually changed because of advertising. https://lnkd.in/gp4CghWf For food and beverage brands, this matters because RMN performance rarely exists in isolation. Retail media influences household penetration, repeat rates, brand switching, and category growth, not just attributed sales within a single platform. Third-party measurement helps separate signal from noise by providing a consistent view across retailers, channels, and time. The broader industry trend is clear. As RMN budgets grow, marketers are being asked to answer harder questions around incrementality, brand impact, and long-term growth. Platform dashboards alone are no longer enough. At Effective, we see advanced media performance reporting as a layered system. Platform data shows what happened. Third-party measurement helps explain why it happened and whether it was truly incremental. Together, they create a clearer connection between media investment and business results. This is how performance reporting evolves from tracking activity to proving impact. Jeff O'Shaughnessy Joelle Kaplan #MarketingMeasurement #RetailMedia #MediaPerformance #Incrementality #F&B #MarketingEffectiveness

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Most metrics will tell you what your campaign delivered. But attention is the metric that finally tells you why it worked. The new mCanvas × Lumen study takes the conversation far beyond clicks and vanity metrics. It clearly demonstrates how high-attention environments drive stronger recall, deeper consideration, and higher intent — the outcomes that genuinely move the needle for brands. A big congratulations to my amazing team at mCanvas (Roshni Verma Shubhangi Kale Ryan Dsouza Tariq Nahas Meghna Soni Abhilash Krishnan) and our partners at Lumen Research for bringing this research to life. Truly proud of the depth and clarity this adds to the attention narrative. Link in the comments 👇 #AttentionEconomy #BrandImpact #MediaEffectiveness #AdTechInnovation

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📺 Roku + Amazon are teaming up to revolutionize CTV advertising. This partnership allows Roku advertisers to access Amazon’s DSP and audience data, making targeting and measurement more powerful than ever. Monica Simmons explains how to enhance your campaigns: https://lnkd.in/eGsR2SNT

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Brian Gleason, CEO of corporate member Seedtag, explains on Inside the Stack why contextual advertising is surging as cookies and predictable discovery paths fade. The shift moves beyond targeting "who" to focus on "what" someone is experiencing and "how" that moment feels. Gleason cites neuroscience research showing stronger engagement when ads align with emotional context, proving that relevance alone isn't enough—resonance drives real impact. This neuro-contextual approach reflects a philosophical shift in digital advertising as traditional targeting methods break down. Read more. https://lnkd.in/gjB-ZwzG

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Jennifer Kattula, could not agree more -> "Generative AI is transforming marketing and how brands engage with their audiences. As much as I love AI, robots will not replace human taste, craft, curation, or nuance" What a wonderful conversation with Kristin Reagan from Annalect. Highly recommend this read.

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As its commerce media business accounts for 40% of revenue, Criteo’s Q4 revenue-slide marks the scale of challenge under Michael Komasinski. https://lnkd.in/dAwx_YXs

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Marketers today are navigating rising pressure with fewer resources and greater urgency. Ali Amarsy of Digitas North America joins Talks With Teads to reflect on how agencies and partners can lead by simplifying complexity and enabling smarter, faster decision-making. Explore his approach to supporting brands in uncertain times: https://lnkd.in/d7k8KChG

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The next era of marketing is a single intelligent system: Paid + Owned, unified. MarTech + AdTech, converged. AI, orchestrating the whole loop — from intent to outcome.

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LiveRamp Expands Meta Insights Available to Retail Media Networks 👉Learn more : https://lnkd.in/ef7Mvw2f 🤔Retail media networks can now unlock new attribution insights from their Meta campaign investments through the LiveRamp Clean Room. By connecting Meta campaign results with their own first-party sales data, RMNs and their partners can see how off-property sites, including Meta, drive sales, orders, and ROAS across campaigns, brands, and products. Let’s accelerate data collaboration and retail media 🔥

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At #PortadaChicago we will learn how cultural relevance can significantly boost advertising performance across different target segments. Sonia Morales, EVP, Head of Agile Planning, Starcom, John Marson, SVP, Managing Director, Horizon Media, and Sergio Leon, SVP Group Creative Director, VML will discuss the crucial role of cultural relevance in: - Messaging (creative) - Advertising around tentpole events - Engagement provided by the media used   - Programmatic vs. non-programmatic buys  - AI: Incorporating a Predictive View into the Media Planning Process 👉 👉 👉 https://lnkd.in/ei6XY_2y

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#retailmedia is going beyond traditional digitized shopper marketing. It's absorbing net new budgets, stretching into whole new categories of spend. As the playbook evolves, so do the advertising options for marketers in ways not even possibly thought of before. https://buff.ly/K5tmFfP #marketingspend #mediabudget

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It’s not often you get to hear from two OGs who helped build programmatic back when it all started. PubMatic's Rajeev Goel and Scope3's Brian O’Kelley reflect on how far we’ve come, and how the Ad Context Protocol could shape what’s next for digital advertising.

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Audio represents 20%+ of consumer media time but under 5% of ad spend (eMarketer). For pharma brands focused on reach, frequency, and trust, this unlocks smarter investment without sacrificing accountability. "Viant Technology’s direct integration with iHeartMedia... allows both companies to match their data graphs and create shared IDs for targeting audiences in digital audio, as well as broadcast radio, where audience ID signals are scarce." Net-net: we're making hard to measure channels measurable and heping healthcare marketers better understand who they’re reaching, how often, and how audio fits into the full patient and HCP journey. Audio has always driven impact. Now, with Viant, it drives insight too. #HealthcareMarketing #PharmaMarketing #Viant #Programmatic #AddressableAdvertising #MeasurableMedia #AudioAds https://lnkd.in/ek8J-iJE

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AI agents are rapidly transforming retail media and digital advertising, yet the blueprint for integrating these technologies is still evolving. Criteo’s recent earnings call underscored an ongoing debate: where do programmatic vendors fit in an age of agentic AI? James Hercher's latest article in AdExchanger explores the so-called “programmatic plug-in problem,” raising important questions about the future of retail media. This shift toward agentic AI doesn’t spell doom for the open web or retail media. Instead, it’s a chance to rethink how we deliver value and scale with a renewed focus on transparency and partnership across the ecosystem. The road ahead will be complex, but by prioritizing flexible, efficient, and transparent programmatic strategies, the industry can navigate this evolution and continue delivering measurable results for advertisers and publishers alike. Next Millennium Media https://lnkd.in/eMFf3FTD #AdTech #RetailMedia #Programmatic

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AI Unlocks a $100B Affiliate & Partnership Market. Introducing VantagePoint™ to Capture Value Beyond the Click. The Machine-Mediated Market is here. AI is fundamentally restructuring digital commerce—and with it, the economics of influence. Traditional content discovery is rapidly giving way to AI-mediated experiences. From search and social to the rise of conversational AI, these journeys are reshaping how consumers make decisions and how value flows through the ecosystem. The core challenge? Capturing the conversion value that happens beyond the click. This transformation is expanding the addressable market for Affiliate and Partnership Marketing dramatically. What is currently a $20B category now has the structural tailwinds to reach $100B over the next three years, driven by the essential shift from direct-response mechanics to comprehensive, influence-based attribution. At Partnerize, we’ve successfully navigated and built for technology transitions before: search, social, mobile. Each wave expanded the addressable market for partnership marketing. AI represents the largest opportunity yet. Today's launch of VantagePoint™ positions us firmly at the center of that shift. It is the first solution designed to measure influence across the full spectrum of AI-mediated journeys, allowing brands to capture value that extends well beyond the traditional click. As attribution continues to evolve, the opportunity is now to also fundamentally reconsider our measurement infrastructure. The companies that can prove value across both click-driven and clickless influence (the core of Answer Engine Optimization) will capture the expanding $100B TAM. That's the market we've built VantagePoint™ to own. A huge congratulations to Erez Nahom, Andy Crossen, and the entire team on the incredible work to make today possible. #VantagePoint #AI #PartnershipMarketing #AffiliateMarketing #Attribution #Partnerize #MachineMediatedMarket

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Personalization isn’t about channels or platforms. It’s about giving customers what they actually want. In this episode of Here’s the Deal, I share the marketer’s checklist for data activation, from unifying your data to optimizing campaigns in real time.

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You can keep your awards, your fancy galas, and any other boastful accolades this industry may shower on you throughout your career... Because at the end of the day, the only thing that matters is getting that famous Beet.TV "pink" treatment! Thanks to David Kaplan, Nikki Fabrizio, and of course, the inimitable Andy Plesser... because you should be able to cook an entire turkey in the amount of time they generously gave me to opine on the following topics: • Media and commerce have fully converged. Every impression can convert. • The consumer journey isn’t linear anymore. It’s barely a “journey.” • Consistency across channels is impossible. Contextual continuity is the new strategy. • Creators aren’t “media” or “brand” or “performance.” They’re all of it. • AI isn’t a tool. It’s an ecosystem AND the OS that accelerates everything (while probably, ultimately, replacing most of us). • Measurement isn’t a scoreboard. It’s a pulse check that shows what’s working and why.

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