Michael Girard

Why is streaming advertising a great fit for local advertisers? 𝗘𝘅𝗮𝗺𝗽𝗹𝗲: Using a 𝟯𝟬-mile radius can reduce CPMs by 𝟵𝟭%. 𝗕𝗼𝘁𝘁𝗼𝗺 𝗹𝗶𝗻𝗲: Local is the next big wave for streaming TV. The market is wide open, and the dollars are real. https://screenwa.rs/1f703f

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Think your DSP’s fraud protection has you covered? Most pre-bid solutions only block basic fraud and ignore the sophisticated stuff. I break down why that’s costing you big time in this snippet. Watch now: https://hubs.la/Q03zLVwK0 #Anura #ThrowbackThursday #AdFraud #Programmatic #DigitalAdvertising #DailyPost #AnuraTalks

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"if an MNO loses a low-ARPU customer to an MVNO it hosts, it gains wholesale revenue from that customer while freeing up its resources to focus on higher-value segments. This effectively allows MNOs to “outsource” their lower-value base."

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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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Magnite has introduced pause ads into its SSP, now available to buy programmatically through ClearLine, major DSPs, and streaming partners, including DirecTV, Dish Media, and Fubo. This shift provides advertisers with access to a non-intrusive, obvious moment in the viewer's journey, when audiences are most attentive. With scalable inventory and emerging VAST standardization, pause ads will become a powerful addition to the programmatic toolkit. For brands, the opportunity is clear: diversify CTV campaigns, strengthen engagement, and drive ROI with a format built for today's streaming behaviors. Read on for more: https://heyor.ca/eu20le #CTV #Programmatic #DigitalAdvertising #MediaBuying

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Google releases more Agentic Shopping tools: Direct Offers allow customers to shop and buy within AI Mode. UCP enables Google Pay checkout (PayPal coming soon). Branded agents using Merchant Center. #Shopify #Google #Etsy #Ecommerce https://lnkd.in/ehjapxFv

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🚨 CTV isn’t just coming for national brands — it’s coming for local + SMB advertisers. 📺 If you sell TV or CTV → you need to know who’s buying and where. 💻 If you’re a DSP or platform → spotting these buyers early is how you win SMB demand before everyone else. ⚡ This shift is real. It’s fast. And it’s already underway. 👉 FairCher.com gives both sides a clear view of who’s buying across TV, cable & CTV — so you can move first, not last. 📰 Read the article: https://lnkd.in/eNT8tiJJ #CTV #TVAdvertising #AdSales #AdTech #Programmatic #SMB #LocalAdvertising #FairCher #ConnectedTV

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Most marketers use programmatic like it’s a vending machine: plug in budget, wait for results. Legends know better. Our latest blog, “Target or Die: How Programmatic Separates the Lazy from the Legends” lays bare the truth: programmatic doesn’t level the playing field, it tilts it in favor of those who actually know what they’re doing. If you’re not hands-on with automation, obsessed with attribution, and operating in real time, you’re losing. Full post here: https://lnkd.in/g27ugTXJ

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industry trade groups claim that a new rule from the FCC around TV station ownership could help broadcasters modernize in a landscape dominated by streaming. #mediamarketing #mediaplanning #mediabuying

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For years, we’ve treated domains as proxies for quality. They’re not. A single domain can generate thousands of completely different bid requests, each with wildly different outcomes. Quality doesn't live at the site level. It lives at the bid level The next phase of programmatic isn’t better lists. It’s better decisions. From inventory rationalization → to bid rationalization. Fewer requests. Better ones. Real outcomes. https://lnkd.in/dF2h_4Gc #SWYM SWYM.ai AdExchanger #optimization #algos #ADTECH #DSP #SSP #Programmatic #programmaticmedia

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Causal has partnered with Quorum, Inc. to unlock foot traffic attribution, helping destination marketers measure what really matters: real-world visits. In our first collaboration with a Florida DMO, we drove 2.3M attributed visits, with insights down to the DMA and ZIP-code level, powering smarter targeting and clearer ROI. Read more: https://lnkd.in/gYUngEfn

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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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🚨 New client spotlight from GetGeofencing! 🚨 We put Canyon Lake Storage on the map with targeted display + video ads that drive real customers, not just clicks. Need storage? They’ve got it. Need growth? We make it happen. #GetGeofencing #CanyonLakeStorage