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Articles by David
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The Winners and Losers in the Opt-in Game - post-IDFA LTV & Monetization
The Winners and Losers in the Opt-in Game - post-IDFA LTV & Monetization
I had the opportunity to join a few industry friends this week on a virtual panel at the App Growth Summit to discuss…
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David Simon shared thisBig day for Mobivity and Mistplay! Mobivity's distributed app offering creates an incredible opportunity for the Mistplay team to bring their world class solution of matching app developers and consumers to those places where consumers can see the most benefit. Phenomenal work by the team, Bryce Daniels, Kim Carlson, Tom Akin to get this deal done and a big congrats to the Mistplay team, Tricia Han, Tom Cox, and the team at GrowthCurve Capital! It's been a pleasure to serve on this board and to be a part of the turnaround of the business while in the public market spotlight. Very grateful for the opportunity. https://lnkd.in/ezsiMFYjMistplay Announces Acquisition of Mobivity's Connected Rewards™ Platform to Expand Loyalty Gamification for BrandsMistplay Announces Acquisition of Mobivity's Connected Rewards™ Platform to Expand Loyalty Gamification for Brands
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David Simon shared thisThere is a ton of noise in the retail media market about AI enablement of smarter ad decisioning but frankly, I'm calling BS. AI only works well when there is a direct connection between ad dollars spent and products sold. (Look at mobile advertising for the broader media industry's best example of this working well.) For the vast majority of CPG dollars spent, this closed loop doesn't exist any where near real time or even at a sufficiently granular level to be useful for what we consider reasonable media optimization. How optimized can I be if I have to wait 3 weeks for a report to tell me whether we sold anything and whether that spend was truly incremental? With that said, this article from Path to Purchase Institute highlights a very exciting evolution in the relationship between retailers and brand category managers. McKinsey & Company's research explains how category managers are optimizing the best ways to fill their allocated shelf space. If the data flow between retailers and brands is created to optimize the decisions of shelf space utilization, then we can repurpose that data to optimize ad dollars too. The future is bright...but it's still the future. Retailers need to think about their sku-level sales data as the fuel for an AI machine. The faster we get there, the faster the RMNs will scale revenue...when they can show that a dollar in equals two dollars out. cc Vibenomics, a Mood Media company Jackie Barba Mood Media Path to Purchase Institute The CPG Guys https://lnkd.in/exAXVmdg3 Ways AI Will Bring Category Management Into a New Era3 Ways AI Will Bring Category Management Into a New Era
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David Simon shared thisWe just eliminated the final barrier to unified retail media buying, finally connecting advertisers to the physical point of purchase where the vast majority of retail sales occur. Today, In-Store Marketplace and Koddi announced the next phase of our ongoing partnership, making in-store inventory accessible through the same DSP interface advertisers already use for onsite and offsite campaigns. Yahoo DSP users can now activate in-store media across 30,000+ retail locations with zero additional complexity. Same workflow. Same platform. Unified buying across the entire retail media ecosystem. For the first time, in-store media is on equal footing with every other digital channel, solving the problem of retailers feeling trapped by technological complexity. No separate logins or additional workflows. This is just the beginning of what's possible when in-store media gets the infrastructure it deserves. A special thanks to Nicholas Ward for his help in bringing this partnership to life. https://lnkd.in/e25wj5Ne
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David Simon shared thisStarting Xmas shopping in July for five kids is the only way to ensure that by the time the holidays actually arrive, I've completely forgotten what I bought and can be surprised right along with them.David Simon shared this'Tis the season! 🛒✨
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David Simon shared thisGreat conversation on the future of in-store #RetailMedia. Thanks for having me, Shelley E. Kohan! https://lnkd.in/eayHbA4Z #RetailInnovation #CustomerExperience #InStoreAdvertising #RetailStrategy #RetailUnwrappedDavid Simon shared thisGreat retail experiences don’t just happen—they’re designed. In this Retail Unwrapped clip, David Simon joins Shelley E. Kohan to unpack how immersive experiences drive both customer loyalty and new revenue streams. 🎧 Watch the full episode → https://hubs.li/Q03KTyNN0 #RetailUnwrapped #RetailStrategy #CustomerExperience
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David Simon posted thisWhen I started in this business, 85% of TV budgets got locked up in upfronts. Last year? Just 48%. The shift wasn't because upfronts are inherently bad — it's because #advertisers demanded flexibility that the market wasn't providing. Retail media is walking straight into this trap. The legacy JBP structure made sense when #retailers only had physical shelf space to manage. Lock in your $50 million commitment, get your end caps, everyone's happy. But now these same advertisers are being asked to commit the same rigid dollars across #onsite, #offsite, and #instore — channels that need completely different optimization approaches. The other day, I watched a #brand try to move $5 million from their underperforming sponsored product spend to in-store audio mid-quarter. Couldn't do it. The JBP structure didn't allow for it, even though both tactics served the same business objective. The smart retailers are already adapting. Instead of one massive commitment, they're offering tiered plans with built-in flexibility. Commit to $125 million, but move money between tactics based on performance. Keep your guaranteed inventory, gain the agility to optimize. TV learned this lesson the hard way. Retail Media doesn't have to. Ask yourself what's stopping your team from building more flexibility into your #RetailMedia commitments.
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David Simon shared thisFirst post since jumping into the retail media space! A few weeks ago, Ari Paparo wrote his Marketecture Media post on geography as an identity alternative and it reminded me of one thing us ad tech people are often guilty of - forgetting what matters to the brands. Ari's point about geo being a solid identifier shouldn't be dismissed and in fact, it's only half the story. In addition to the concept of identity mapping he laid out, it’s also important for the one-to-many advertising initiatives, particularly for in-store media. Geography is the universal data point that's (almost) always available. That's why the vast majority of sales data that brands use to measure media efficacy defaults to location — DMA, zip code, state, radius — these are the standards when marketers are managing their P&Ls. Additionally, every media format normalizes to geography: Web: IP-based targeting Mobile: Device ID to lat/long CTV: Household addresses Linear TV: DMAs In-store: Store coordinates Location data maps to how brand managers actually run their businesses. Forget cookies, device IDs and MAIDs. They want: "How much did I spend in Dallas, and how much did I sell there?" In-store media already operates this way by default. You can draw direct lines between ad spend in specific markets and sales performance in those same areas. That's the same measurement framework brands use across every other channel. And despite all the focus on 1 to 1 measurement, after 20 years in this business, I have yet to find a measurement framework that I couldn’t game to my advantage. I can’t say the same for dollars in and revenue out, as measured by a specific geo. At In-Store Marketplace, we've seen this play out repeatedly. Brands want to target by store lists, measure by DMA, and understand performance at the geographic level that matches their business reporting. Brands need consistent measurement across channels, not perfect measurement in isolation. https://lnkd.in/e4PEeaDw
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David Simon posted thisJob update! I'm thrilled to be joining the Mood Media team as President of our Vibenomics, a Mood Media company and In-Store Marketplace (ISM) divisions. Mood Media was not a company that was on my radar. That said, I my thesis is that the next several years of growth and success in our industry will be driven in part by companies who have a strategic moat but exist on the periphery of media and advertising. In the Retail Media space, this is particularly true, and Mood Media has one of the best moats I’ve come across: Here are a few thoughts on why I jumped at the chance to join this company. To all my ad tech friends, see if this movie feels familiar: - Retailers are building walled gardens, expanding from on-site to off-site, and now into in-store audio and video. It’s early innings, but in-store is primed for explosive growth as legacy media dollars shift toward richer, more measurable experiences. However, they are concerned about protecting their legacy businesses and are working hard to add their new digital products to their shopper marketing programs. They use business rules and their existing commitments to drive adoption, often under-monetizing inventory for the sake of “creating their walled gardens.” We know that this can’t last as buyers demand more optionality in their media execution plans. In store ad inventory is starting to be looked at through the same yield management principles that every media company has had to adopt. - After years in the ad tech “knife fight,” Mood Media stood out. We’re the world’s largest in-store media provider globally, with exclusive control in 500K+ locations. When we win a retailer account, it's a multi-year commitment with significant hardware and software deployment, and critically, we're the only provider in the store. That’s a moat you don’t see often. - Every successful business I've been a part of has had diversified revenue streams, and Mood Media is no exception. Our model supports both brands and retailers, powering ad networks, enabling geo-targeted campaigns, and delivering shopper marketing where it matters most — in store. Looking forward to bringing a strong technology stack to this space. Feel free to reach out if we can support your in-store media strategy.
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David Simon liked thisDavid Simon liked thisI co-founded Glean in 2019. Now it is valued at $7.2 billion, but in the early days, customers eluded us. Many enterprises had been burned. Enterprise search was a promised land for 15 years. A long list of startups claimed big things, but none of them delivered. Buyers didn't believe anyone could solve it. But Glean was the first company that did. Here's why: 1. Search is extremely counter-intuitive and experience matters. What seems most obvious or logical is often not the best approach. And, a number of us at Glean had dealt with these problems before. We'd come from the early Google search team – an amazing environment to learn search and develop a rigorous way of thinking about hard technical problems. 2. Everyone else built a 'build your own search' platform. Instead of solving the hard problems, they let customers build their own search. For example, they'd hand over a set of APIs and connectors and say 'here, tune the relevance yourself, define personalization this way, add a list of synonyms here, define spelling corrections.' Given (1), you can imagine how that went. 3. Most lose the battle by not correctly defining the problem Designing a ranking system is very much like designing a complex product. You have to understand all possible use cases – and refine to what you care about. Then break those down into categories and define the layers of your system. What is the role of each layer and what problem are we solving in each layer? This is the rigor with which we're building at Aida. I hear a lot of 'lets throw all the data to LLM overlords and pray that the demo holds up'. 60% of the time, it might. The other 40% of the time it falls apart. Define the problem properly before you pick the solution. Then create the product around that. Not the other way around.
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David Simon liked thisDavid Simon liked thisI am 10 minutes into the Jounce Media SPO Summit and blown away by the quality analysis Chris Kane is sharing with the industry. 👏🏻👏🏻👏🏻
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David Simon liked thisDavid Simon liked thisI’m excited to announce that Sierra has acquired Opera Tech in Japan. Opera’s co-founders, Keita Morikawa and Kiyo (Kiyohito) Kunii, started the company with the simple idea that AI could help businesses deliver high-quality customer experiences at scale. We’re so excited to have them join us to lead Sierra in Japan. https://lnkd.in/gJvr5rvk
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David Simon liked thisNeeded thisDavid Simon liked thisAmazon Leo is coming to Delta Air Lines. Delta will install Amazon Leo on hundreds of aircraft across its fleet, bringing fast, reliable Wi-Fi to tens of millions of customers who fly Delta every year. An initial installation on 500 aircraft will begin in 2028. Read more: https://spr.ly/6042B6myku
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David Simon liked thisDavid Simon liked thisOver the past six months, I’ve been part of work at AccuWeather that I’m genuinely proud of. After the devastating floods in Texas Hill Country last summer, especially the heartbreaking loss of children at Camp Mystic, I couldn’t stop thinking about how something like that happens, and what could have made a difference. What stood out to me is that the tools to help already existed. We didn’t need to invent something new. We just needed to make sure the right people had access to the right information at the right time. So that’s what we focused on. Across teams at AccuWeather, a lot of people came together to do something that sounds simple, but took real coordination and persistence: getting our proven alerting and weather tools into the hands of camps, local leaders, and communities across Texas Hill Country. No headlines. No big product launch. Just making sure what we already have reaches the people who need it most. Because when conditions change fast, minutes matter. Clarity matters. Access matters. I’m proud of this work not because it was flashy, but because it was practical. And, it has the potential to help keep kids safer and communities better prepared. Grateful to work with people who care about doing the right thing, even when it’s not the loudest thing. #AccuWeather #PublicSafety #SuperiorAccuracy #Teamwork https://lnkd.in/euT8u4qR Kudos to Jonathan Porter, Nick Mamola , Sarah Glenn, Guy Pearson , Matt Peck, Don Coash, Ross Machurick, Adrianne Burke, Charles M., Chris von Seeger, Helen Swenson, Gene Petriello, Badinn Chobhaphand , Jessie Harrisson, Tyler Knowlton, Bill Wadell, Lilyan Rogers, Trish Mikita, Jill Greenwood, Steven R. Smith, and the entire team at AccuWeatherAccuWeather rolls out camp weather alert system after deadly Texas floodAccuWeather rolls out camp weather alert system after deadly Texas flood
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David Simon liked thisFor anyone who joined Alia Lamborghini's client event you'll be not-shocked to hear that I am still getting into spats with my agent and even less surprised to hear that I was in the wrong. Also shout out to Michael Macdonald for the Seattle Seahawks helmet making it's appearance while I talk about our agentic strategy. Please accept my request to connect, I have ideas! Yahoo DSPDavid Simon liked thisNew pod alert - Yahoo DSP boss Adam Roodman attempted to explain agentic, MCP and other fascinating protocols too me, while predicting the future of AI
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David Simon liked thisDavid Simon liked thisInteresting new research from Karsten Weide. The end-state prediction: the industry contracts from hundreds of intermediaries to roughly 10-15 global transaction platforms. Walled Gardens on top, a few Unified Ad Platforms (UAPs) competing for the open internet in the middle, and niche specialists surviving at the edges. It is interesting to think about this potential end-state in relation to current ad tech moats and the impact AI is going to have on each. MOATS WEAKENED: - Learned Interfaces / UIs - Business Logic / Custom Workflows - Public Data Access - Bundling - Identity & Clean Room Infrastructure MOATS INTACT / STRONGER: - Proprietary Data or Inventory - Network Effects & Liquidity - Regulatory Lock-in - Buying Leverage - Transaction & Infrastructure https://lnkd.in/edVAMzbi
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Alejandro Rodriguez
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Eric Franchi
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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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Maor Sadra
INCRMNTAL • 11K followers
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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David Kohl
Morgan Digital Ventures • 3K followers
With principle-based buying returning to the forefront, Brian Chap's recipe for agency accountability takes me back to Jon Mandel's explosive rebate disclosures back in March 2015. Jon's kimono-opening moment was undoubtedly the catalyst that woke us all up to the billions leaking from media budgets by way of non-transparent kickbacks and fees. The can of worms has yet to be closed. That's why principle-based buying doesn't sit well with me. It feels like we're rewinding the tape after making so much progress over the last decade. BUT ... if you're a client-side media buyer that chooses to engage with a principle-based agency, there are three of Brian's "BENCH" framework activities that I think should be prioritized to the top. These three are relatively simple to do and can dramatically increase transparency and accountability. 1 - Secure platform access to your ad server, your DSP and the major SSPs through whom you are buying. Ensure you know how to compare media costs at each step in the supply-chain. 2 - Conduct audits. Whether as Brian recommends or simply by contacting a handful of publishers where you buy media, you should be able to reconcile your cost input to your media value output. And while you're at it, you'll be strengthening your direct publisher relationships, which has many longer-term benefits both in terms of media cost and priority. 3 - Most definitely hold your agency accountable. This applies also to every adtech vendor in your media supply-chain. I am not a fan of principle-based media buying. But if you're going to try it out, you need to remember that this is far from a set-it-and-forget-it approach to advertising. https://lnkd.in/eDw-Z3w8
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Ryan Jack
Keynes • 4K followers
If you are a Performance/Growth Marketer testing or looking to test CTV, this article is a must read. CTV inventory is primarily non-clickable so the industry relies on Cross Device to connect the device visiting the website to the TV in which the ad was served (and vice versa). Here's the problem - most CTV vendors use IP Address (Wifi) as the sole source of truth for cross device tracking. This is both antiquated and heavily flawed, but they do it anyway and hey, it certainly doesn't hurt in-platform performance. Data validation provider Truthset conducted this study on behalf of CIMM (Coalition for Innovative Media Measurement) and Go Addressable to definitively understand the accuracy of IP Address for Cross Device tracking applications (CTV). "Truthset analyzed records from six major data vendors, including 1 billion email addresses, nearly 250 million IP addresses and 164 million postal addresses." Here are some key findings: > IP-to-Email matches: 16% accurate >IP-to-Postal matches: 13% accurate If you are a brand allocating ad dollars to a CTV campaign leveraging IP Address for cross device tracking/targeting, is this accuracy acceptable? “There’s this promise in the industry of completely accurate, deterministic data that matches sophisticated and vast advertising targets and attributes onto individuals and households,” Jon Watts, Managjng Director of Coalition for Innovative Media Measurement (CIMM) said. “This leads marketers to believe that when they buy against a particular target, they’re reaching that target – and, unsurprisingly, the truth is much more complicated than that.” IP Address Match Rates Are a Joke – And It’s No Laughing Matter https://lnkd.in/gwGa_iBt Keynes Digital #crossdevice #CTV #connectedtv
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Mark Zagorski
Gannon University • 4K followers
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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Ken Ripley
Ripley Media Agentic • 2K followers
We keep calling AdCP vs programmatic a standards conversation. I don’t think that’s the real fight. Agentic changes where leverage lives: workflow, orchestration, optimization, and measurement. With IAB Leadership coming up at the end of the week, it got me thinking. I believe when new ideas get “standardized,” institutional gravity usually pulls them into the shape of the current ecosystem — often reinforcing existing rails and disproportionately benefiting closed-loop platforms, aka walled gardens. I connected this moment to a lesson from TiVo in 2001: we had the right idea (second-by-second viewing), but we were too early — adoption and incentives weren’t aligned, and the market wasn’t ready to re-engineer its currency. This moment is crucial; let's make sure we're having the right conversation. Full piece (with an incentive map for agencies, DSPs, SSPs, publishers, and walled gardens): 👉 link in comments If you’re a DSP/SSP/agency leader: what’s the shippable path to agentic interoperability?
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Bob Regular
18K followers
Excited to announce our direct integration and partnership with Stack Adapt DSP to make Infolinks Curated Propriety Placement inventory accessible to StackAdapt advertisers. “Partnering with Infolinks gives our advertisers a unique edge,” said Gregory Joseph, VP of Inventory Development at StackAdapt. “We’re able to offer not only their premium proprietary placements but most importantly true curation at its core without any added fees being absorbed by our advertisers.” Read our press release: https://lnkd.in/euKEWUSC
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Matt Gilbert
Partnerize • 3K followers
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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Cliff Campeau, MBA, PCM®
AARM | Advertising Audit &… • 2K followers
Most would agree with the perspective on the programmatic ecosystem shared by PubMatic's CEO, stating that it is “multifaceted, certainly complex.” Unfortunately for marketers, this is dramatically compounded by the lack of transparency, which allows intermediaries to siphon media dollars into fees, direct advertiser investment to “owned” solutions, and compounds the failure to constrain non-human traffic.
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Andrew Altersohn
SWYM.ai • 4K followers
Ravi Patel's point in AdExchanger is spot on: we’ve been treating programmatic quality as a domain problem. But domains are just containers. The real signal lives in the bid request. Performance variance is often within a domain, not across them, which means domain lists alone can only take you so far. The shift is toward bid-level intelligence, selecting better opportunities, not just better publishers. That’s exactly what SWYM.ai is built for, applying intelligence directly in the bidstream before the auction, ensuring advertisers only compete on impressions most likely to drive results. Take a read…let us know your thoughts. #SWYM #StopWastingYourMoney #BidLevelIntelligence #Adexchanger https://lnkd.in/eptEbTev
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Jay Friedman
Stealth • 6K followers
Retail Media Networks + Non-endemic? I'm *very* short (esp in US.) I've met with dozens of retailers who dream of monetizing their data to non-endemic only to abandon those plans within 12 months because the cost, time, and level of effort doesn't produce a return above other uses of that time and money. I've met with dozens of brands who recoil at the thought of buying a patchwork of retail media networks when Google, Meta, and TTD/Open Internet already have excellent data, collected in a known privacy-safe way, across the majority of the U.S. population.
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Sam Karow
Effective Marketing… • 4K followers
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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Heather Macaulay
MadConnect • 4K followers
Another AdExchanger article on CAPIs as they become table stakes - CAPIs unlock performance in a privacy-first world. Adoption lags not necessarily from lack of demand, but because integrations are hard... "...while CAPI adoption may have plateaued," Michael Nicolosi said, "recent advancements in interoperability with data platforms and server-to-server integrations could spur more advertiser interest." MadConnect solves integrations challenges with one integration into all major CAPIs (TikTok, Meta, The Trade Desk, Yahoo DSP , Snap Inc. and more...). Let us know if you need help! Bob Walczak Laura McElhinney https://lnkd.in/e8_QTeGH
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Anna Bager
14K followers
For years, digital advertising has claimed to be “contextual,” but most solutions have relied on keywords, not a true understanding. That approach overlooks nuance, culture, and emotion, particularly in non-English-speaking markets. AI is finally changing that. By reading meaning, tone, and context, AI-powered tools allow brands to engage audiences with relevance and respect, not just data points. This is how we move from talking at people to speaking with them and why OOH and premium media can lead the way in human-centered advertising.
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Hugh Scallon
VaynerMedia • 9K followers
✅🖥️ Mike Shields / Substack (3/3): “How does this jibe with what everyone was telling me last week, about how 50, 60, or 70% of their deals are now ‘programmatic?” Well, it sort of comes down to hair-splitting ad tech definitions (as it often does) - or what counts as programmatic or not. The more you push buyers and sellers, the more you realize that the CTV ad market is far from open and dynamic (like say the display or social worlds). Most TV business is still through direct deals (with many negotiated during - yes - the upfronts). These deals may be booked using ad technology, and may employ tactics such as private marketplaces or programmatic guaranteed - but they are ‘programmatic’ with lots of guardrails. And they are still only available to the high-paying few. “Unlike other media, say display, the concentration of supply in CTV is phenomenal,” said Tatari’s CEO. “90 percent of all of our streaming impressions placed for brands or agencies come from the same top 10 publishers. It is what you and I watch. There is no long tail. It’s a big head with even a very small torso.” It may explain why connected TV ad growth has been somewhat stagnant, despite all the recent hype. By Tatari’s estimation, the CTV market in the US is $30B per year (it should be noted, he is not counting YouTube - which is highly debatable). He’s not far off from eMarketer’s latest forecast. “About half of that today is direct transactions,” the CEO said. “The other half is through programmatic biddable, $15B. And probably half of it is fraud or low-quality inventory. It’s really only $7B or $8B of premium inventory. This is kind of, again, what we talk about in the press every day…it’s where we see a lot of other companies truly hanging their hat on. But they’re ignoring the other $15B.” Why are there so many ad tech middlemen chasing after whatever percentage is available? Well, that’s because they can’t get access to the top stuff, but they still want the high CPMs and premium associations that TV offers - at least that’s Tatari’s take.” ⬇️ #ctv #ott #shoppable #programmatic #avod #vmvpd https://lnkd.in/e7GeNb_d
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wmb[at] ora.im
Lavender • 28K followers
We're continuing to increase Ora's COGs in order to prioritize the most recent and relevant data to facilitate hyper-personalized emails. Ora combines data from numerous third party vendors, including the most recent news and events, with your first-party CRM data and Lavender 💜🔮 www.ora.im's email intelligence derived from analyzing billions of sales emails. The result? Dynamic emails and sequences that are specifically crafted for the individual, not just the company or the persona. No templates, no fluff, but all based on best practices from top performers. We closed self-service signups to focus on onboarding new users, but will reopen the waitlist soon. www.ora.im
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Scott Conine
Dutchbridge Capital • 4K followers
Really interesting piece. We’ve spent years in ad tech chasing sophistication, whether that's smarter targeting, deeper insights, or more automation. Sophistication without connection, however, isn't really progress. In my experience, it's closer to paralysis. The truth is, most teams don’t need more data. They need usable data. They need systems that connect, not compete. When we get that right, marketing becomes less about simply managing platforms and more about making decisions that actually move the business forward. That's the kind of infrastructure that changes everything. It's not the shiny new tech, but the connective tissue underneath it.
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Ellis Verdi
DeVito/Verdi • 17K followers
CMO’s and agencies are so enamored with bottom-funnel targeting tactics that they totally lost the ability to move people effectively—their judgement is out of balance with real needs today. The targeting down funnel ‘disease’ gives marketers a feeling that they aren’t being wasteful but so much is showing they aren’t being effective either. “This ….reveals …a fundamental mismatch. Respondents are applying bottom-of-funnel tactics to what they've identified as top-of-funnel brand building objectives.”
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Larry Harris
MokaMoto Worldwide • 6K followers
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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