Articles by Jeff
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3 Location Data Myths That Are Now Officially Busted (Part 2 of 3)
3 Location Data Myths That Are Now Officially Busted (Part 2 of 3)
Location data doesn't mean what it used to. There was a time when it was simply for firing off discount ads to nearby…
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3 Location Data Myths That Are Now Officially Busted (Part 1 of 3)
3 Location Data Myths That Are Now Officially Busted (Part 1 of 3)
Six weeks into my new role at GroundTruth, I'd come to realize that much of the advertising industry's ideas about…
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Jeff Hackett posted thisHad one of those moments last night that just sticks with you. A former teammate of mine at The Trade Desk reached out to share that he was promoted to Director and to thank me for recommending his elevation. Couldn’t be happier for him. He’s the kind of person every team and leader hopes for… so coachable, thoughtful, and always operating in service of others. The kind of teammate who quietly does the work, lifts others up, and just keeps getting better. I told him how proud I was. But more importantly, I reminded him of this: It didn’t “just happen.” He made it happen. Leadership isn’t about taking credit for someone else’s success. It’s about helping people recognize their own strengths and giving them the confidence to go chase what they’re capable of. And when they get there? They should own it. We all should. Take the moment. Give yourself the credit. You earned it.
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Jeff Hackett posted thisOver the past few years, one thing has become increasingly clear to me: the real world is becoming more valuable in media, not less. After nearly five years at The Trade Desk, I’m starting a new chapter leading digital at OUTFRONT Media. My years at TTD were truly special. Together with our agency and brand partners, we helped accelerate growth while challenging traditional assumptions about how brands identify and reach high-value audiences, optimize delivery, and measure impact in an omnichannel world. I’m incredibly proud of what we built and grateful for the deeply talented teammates and partners who pushed me to be better every day. There are far too many colleagues to name individually, but I hope you know how much I appreciate the role you each played in that journey. And keep going — the work you’re doing matters more than ever. I’m thrilled to join the leadership team at OUTFRONT Media alongside Nick Brien, Jim Norton, Mark Bonanni, Stacy Minero, Premesh Purayil, Laurie Rosenfield and many others as we continue building the leader in IRL media. The digital world is becoming more fragmented and harder for brands to break through. At the same time, brands are rediscovering the impact of the real world. Brand equity can’t be built in feeds alone. What’s driving the shift: • Acceleration in programmatic IRL media buying • Creativity that intersects with culture • IRL media that amplifies and multiplies digital investment The future of media isn’t digital vs physical. It’s digital amplified by the real world. Looking forward to building what’s next with the OUTFRONT Media team. 🚀
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Jeff Hackett shared this👇 Spot on Macy! We can all be better and do better - and that begins within each of us.Jeff Hackett shared thisThe Gap isn’t just a store. Or something to mind in London. It’s the distance between having an idea and bringing it to life, and that intention-action gap might be the single biggest predictor of whether life turns out ordinary or extraordinary. Not talent. Not circumstance. Just how quickly you close the gap. Think about all the amazing thoughts you’ve had. (Not to brag but my intentions could win awards.) Research shows only 30–50% of those ever become action. And to be fair a lot gets in the way. But most often? Self-sabotage. Here are a few behaviors that quietly widen it. Do any of these resonate with you? Ready to build a bias toward action? Reach out - let’s talk. The world is waiting...
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Jeff Hackett shared thisWell said Pat👇. We will stay focused on delivering growth and value for our clients and ecosystem partners. Because that’s what matters.Jeff Hackett shared this"Amazon will not beat The Trade Desk," per Digiday's predictions for 2026 (link in comments). The Trade Desk's ethos is not one of "I win, you lose," or, in Digiday's semantics, "I beat you." It's one of "win-wins" -- or even "win-win-wins." Wins for the advertiser, the publisher and the partner(s) powering that synergy. In 2026, let's focus on collective wins, not winning at the cost of others. Despite the noise, hot takes and misleading headlines, that is what matters.
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Jeff Hackett shared thisSo proud of you Tara Vassallo-Hackett!! Keep chasing your passion and living by your values. Your impact across so many individuals and communities is profound.Jeff Hackett shared thisSharing this article that perfectly encapsulates one of my favorite career moments of 2025, and quite possibly of my lifetime. Raising funds is easy when you believe in the cause. Celebrating and empowering our neurodivergent students at Adelphi University is something that connects to me on a personal and professional level. I have spent almost a decade advocating for students as a member of my local school board, and it has been a joy working for Adelphi University who shares the Rockville Centre school district's mission: All means all. Three simple words that say so much. Thank you Michael and Cyrece Lehrman for putting this beautiful mission in the spotlight. https://lnkd.in/eseuM7wNAdelphi Gala Celebrates Neurodivergent Students | Natural Awakenings NYC & Long IslandAdelphi Gala Celebrates Neurodivergent Students | Natural Awakenings NYC & Long Island
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Jeff Hackett shared thisThe most accurate measurement isn’t always the easiest path. The easiest measurement isn’t always accurate. Choose accuracy > make better decisions > fuel your growth (vs someone else’s). Avoid the easy way out, put the important work in 👇 and reap the benefits.Jeff Hackett shared thisHow UTM conversion lift study in TTD can show programmatic incrementality (and how you can use it to calculate iCPA/iROAS) Programmatic is usually the first channel to cut. But that’s not always the right move - it actually drives value. The problem is, many of those conversions get attributed to other channels. So what is a cross-channel conversion lift study? It’s a study that helps you understand how your programmatic efforts impact the performance of other channels. It doesn’t show your real incremental conversions, but it definitely helps explain why your client doesn’t see programmatic conversions in GA4 - they’re simply attributed elsewhere. There are limitations though. It’s not ID-free - you need some kind of identifier to match impression and conversion data across devices. And it doesn’t show the full picture, it’s more directional. How this usually works: You implement pixels that capture traffic for each channel using UTM parameters - direct, organic, paid search, paid social, email, etc. Then you contact your DSP rep (or use a built-in feature) to set up the study. The test will capture users exposed to your ads, match them with conversion data, and show the source/medium that drove the conversion. The output typically includes a few key tables: total population, converters, and format (Video, CTV, Display, or any mix of campaigns). What you see afterwards is each channel and channel mix (Video, Display, CTV, Video+Display+CTV, etc.) combined with UTM sources (direct, paid search, etc.), showing the number of conversions with and without programmatic exposure. That difference gives you a sense of where programmatic actually contributes. Using raw data from this report, I built (using chatGPT, of course) a deterministic model/tool that calculates iROAS and iCPA. For incremental conversions, it only counts low-to-moderate increases in baseline CVR - because that’s where real lift comes from. When baseline CVR is already high (for example, email + programmatic retargeting), it assumes those users would’ve converted anyway. With this data, you can get iCPA/iROAS by channel and for programmatic overall, showing how your campaigns impact total incremental performance. It’s not the most advanced or precise way to prove incrementality, but it’s one of the fastest and most accessible. And it helps you explain what really happens when clients think “programmatic doesn’t drive conversions.” It does - you just have to know where to look.
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Jeff Hackett shared thisGrateful and fired up to be part of this incredible team driving real growth for our clients and partners. It’s been the most inspiring work of my career - and we’re just getting started. Let’s go!Jeff Hackett shared thisThe Trade Desk outperformed again. The Trade Desk has consistently performed and delivered what it said it would. We beat our previous guide and raised our forward looking estimates for the 35th time as a public company. And we’ve only reported as a public company 37 times. We set a new Q3 record of $739M, representing a 22% year-over-year growth excluding political from Q3 2024. I’m so proud of the team and what they’ve done this year. Some might mistakenly confuse TTD stock price with The Trade Desk’s company performance. This year has been our biggest and best year of innovation. Because of our partners, clients, and investors we are able to keep growing and innovating. And this year's innovation will be paying off for many years to come.
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Jeff Hackett shared thisLove this collaboration! This is exactly how we together can improve the market and create the conditions that drive greater value and higher performance for each participant. Not by PR stunts and giving away things that don’t add value (to your partners) or live up to their promise. Game on.Jeff Hackett shared thisAt PubMatic, we’re focused on driving better outcomes and reducing friction for our clients. PubMatic CRO Kyle Dozeman shares how our new API-based integration with The Trade Desk drives better performance for deal-based campaigns. By automating manual deal workflows, we're helping advertisers and publishers transact with greater precision, transparency, and scale. Learn more via AdExchanger: https://lnkd.in/exQzkU78The Trade Desk And PubMatic Are Done Pretending Deal IDs Work | AdExchangerThe Trade Desk And PubMatic Are Done Pretending Deal IDs Work | AdExchanger
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Jeff Hackett reposted thisJeff Hackett reposted thisOn the eve of the Prebid Summit, I am sharing some thoughts on the strategy of OpenAds. Looking forward to discussing more in person tomorrow!
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Jeff Hackett liked thisJeff Hackett liked thisThere’s an important conversation happening about what “modern” really means in data and identity. It’s easy to mistake signals like email, IP, and behavioral data for the strategy. They’re not. They’re the inputs. What matters and what’s changed materially is how those inputs are connected, governed, and activated across today’s fragmented ecosystem. A modern data and identity approach is about enabling three things: First, interoperability and federation The ability to federate both identity and data, connecting Acxiom’s Real ID with other identity frameworks while also federating the underlying data including first-party, transactional, media, and behavioral signals that power discovery, engagement, and conversion across cloud platforms, clean rooms, media ecosystems, and walled gardens without forcing everything into a single system. All of this is grounded in a privacy by design approach that ensures data is used responsibly and compliantly from the start, and anchored in a durable data and identity layer that connects individuals, households, and devices across both digital and physical environments. Second, real-time adaptability Identity that can flex across channels like retail media, social, CTV, and emerging AI-driven environments, not lag behind them. Third, measurable outcomes Not just knowing who someone is, but understanding which signals and data are actually driving discovery, engagement, and conversion across the journey. This also includes deep integration with platforms like YouTube, TikTok, Instagram, and retail media networks, as well as owned channels like email and brand websites, enabling measurement and intelligence within the environments where consumers are actually spending time. These ecosystems don’t replace identity. They increase the need for a durable, privacy-first foundation that can connect signals across them. That’s the new standard for how value is realized. From static profiles to dynamic, interoperable identity From siloed data to connected intelligence From assumptions to measurable outcomes And perhaps most importantly, this isn’t about introducing another piece of technology into an already complex ecosystem. It’s about helping enterprises realize the full value of the technology they’ve already invested in by making it work together. The future of marketing isn’t less identity. It’s better identity, built for an open, complex ecosystem. That’s what modern looks like. And it’s exactly what we’re building at Acxiom.
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Jeff Hackett reacted on thisJeff Hackett reacted on thisYou'll know us when you see us. 🟢 💚 🍀 Look for the #GreenCar at the entrance of the Fontainebleau Miami Beach. Skydeo Inc. at POSSIBLE — and if audience targeting, consumer insights and AI Activation is cool to you - find us. Special Thanks to Keith "Kappy" Kaplan for riding shotgun for the last "couple" years. Miami Twice Let's talk #Possible2026 #SkydeoCar #GreenCar #Skydeo #CTV
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Jeff Hackett reacted on thisJeff Hackett reacted on thisBig milestone this week - my wife and I officially became U.S. permanent residents (the vaunted green card)! I feel incredibly fortunate to have had the opportunity to move to the U.S. and build a life here, and I’ll be forever grateful to Michael and Douglas for making that possible. Immigration has been ever-present in my family story, on both sides, across generations. Going through the process reminded me how deeply it fuels innovation, collaboration, and growth for all. In my experience (for whatever that is worth), every idea, team, and industry I’ve worked in has been stronger because of the global mix of talent behind it. And a belated thankyou to the AMPLIFI (🧡) team for a stirring rendition of This Land Is Your Land!
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Jeff Hackett liked thisJeff Hackett liked thisKristina Shepard of NBCU Advertising & Partnerships discusses the evolution of CTV, shifting advertiser demands for measurable performance and the growing role of AI in optimization in this interview at the Beet.TV AI Media Summit with Horizon Media. Video interview coming soon! #BeetHorizon
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Jeff Hackett liked thisJeff Hackett liked thisOOH has always been about presence, showing up in the real world where people live, move, and pay attention. That's one of the reasons I'm so excited about OUTFRONT’s new partnership with AdQuick. Because now, presence meets precision. This partnership is rooted in connecting insight, strategy, and measurement in a way that actually works for real companies, brands, and campaigns. Advertisers and agencies can move from idea to execution faster, with clearer data, better reporting, and more confidence in outcomes. The most powerful media is the one that shows up, is understood, and delivers impact. This partnership gives OOH the tools to do all of that at scale, in real time, and with accountability. We continue to innovate, continue to expand out capabilities, and continue to find more ways to meet the modern needs of the brands and businesses we serve. Real presence. Real insight. Real impact. #OOHMedia #RealWorldMedia #MarketingStrategyOutfront Media partners with AdQuick for multi-year collaborationOutfront Media partners with AdQuick for multi-year collaboration
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