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Jon Mansell reposted thisJon Mansell reposted thisCTV has won consumer attention. The next challenge is winning performance budgets. One takeaway from FreeWheel's Summit panel, "Closing the Loop: How CTV Powers Commerce Outcomes," that has stayed with me over the past month is how quickly the conversation around CTV is evolving. At Mastercard Commerce Media, we're seeing marketers shift their focus beyond impressions and reach to -> measurable outcomes, attribution, and understanding how advertising influences consumer behavior across the purchase journey. That's where Mastercard Commerce Media is focused: • Connecting media exposure to quantifiable, transaction based commerce outcomes • Measuring incremental impact and advertising performance • Optimizing campaigns based on real consumer behavior Thank you to FreeWheel Jon Mansell and my fellow panelists Elizabeth Neubauer-Donovan at Acxiom and Sharmilan R. at Amazon Ads for the engaging discussion on how we can make media more accountable, measurable, and valuable for advertisers. #CTV #CommerceMedia #RetailMedia #Advertising #Measurement #Attribution #ConnectedTV #PerformanceMarketing #MediaInnovation #FreeWheel #MastercardCommerceMedia
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Jon Mansell reposted thisJon Mansell reposted this
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Jon Mansell shared thisGrateful to have had the forum to discuss programmatic's commerce convergence with the incisive Elizabeth Neubauer-Donovan (Acxiom), and Marketecture Media’s Jeremy Bloom 🌞 Let's make true outcome-based, biddable programmatic CTV scale!Jon Mansell shared thisThe future of CTV performance starts with a better understanding of the consumer. Commerce signals are becoming more valuable as first-party data and identity solutions connect behaviors across channels – helping brands understand not just who someone is, but how they engage across different moments and contexts. In the latest conversation from the FreeWheel Premium Programmatic Summit, Jon Mansell (FreeWheel), Elizabeth Neubauer-Donovan (Acxiom), and Marketecture’s Jeremy Bloom 🌞 discuss how a plug-and-play infrastructure enables publishers, commerce networks, and advertisers to activate and connect commerce signals across channels – helping brands extend audiences into CTV and move closer to true closed-loop measurement.
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Jon Mansell shared this"Get a broom, because... its a mess!" - Marty Huggins There was something of a gold rush to CTV Programmatic during in the first half of this decade. That rush made quite the mess to clean up. In concert with our publisher partners, FreeWheel is very excited to see the industry cleaning up one of its biggest messes and bringing proper show-level transparency to the Buyer Cloud (formerly Beeswax) platform.Jon Mansell shared thisFor the better part of the past decade (at least), many streaming ad buyers have complained about not knowing what shows their ads appear in when purchasing programmatically. Well, those complaints should start to quiet down. In this piece by Tim Peterson, we speak to Michael Treon, head of CTV and video strategy at PMG; Jon Mansell, vp and U.S. head of demand at FreeWheel; and Joseph Lerner, vp of programmatic at A+E Global Media. https://lnkd.in/e5TnQ5eqFuture of TV Briefing: FreeWheel adds show-level reporting to tackle streaming’s transparency problemFuture of TV Briefing: FreeWheel adds show-level reporting to tackle streaming’s transparency problem
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Jon Mansell reposted thisJon Mansell reposted thisWe're building the future of programmatic the right way, together. Some 📸 from our Premium Programmatic Summit last week in NYC.
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Jon Mansell reposted thisJon Mansell reposted thisBehind the scenes of Jon Mansell and I being interviewed about the importance of first party data commerce signals for CTV via Acxiom. Thank you Jeremy Bloom 🌞 of Marketecture Media for capturing this important conversation before we got on stage at the FreeWheel Programmatic CTV Summit.
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Jon Mansell reposted thisTwo great roles on a great team! Please reach out to Jane if you're interested!Jon Mansell reposted thisWe’re excited to be growing the team to support the continued momentum of FreeWheel's Buyer Cloud. I’m currently hiring for two roles that will play an essential part in scaling our efforts and deepening support for our customers. If you’re interested in joining a fast-moving team at the center of this growth, or know someone who might be a great fit, please reach out to me. Read more about the roles here: -Account Manager: https://lnkd.in/gbypVqZn -Sr. Manager, Strategic Accounts: https://lnkd.in/gtrT_jbvFreeWheel - Sr. Manager, Platform Demand Strategic Accounts Job at Comcast in Comcast CorporationFreeWheel - Sr. Manager, Platform Demand Strategic Accounts Job at Comcast in Comcast Corporation
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Jon Mansell reposted thisJon Mansell reposted thisFor years, we've largely treated IP-based geo-targeting as one of the safest assumptions in digital advertising. If I target a ZIP code, city, or DMA, there's an expectation that my ads are actually reaching that geography. Over the past several months, the Intermedia Advertising team worked with the team at Adstra on research examining the stability of the identity and location signals that underpin CTV targeting. What we found challenged assumptions I think many of us have probably taken for granted. The study found that only 23% of residential IP addresses ultimately reached the intended geographic target when downstream IP mapping approaches were used. To me, that's much bigger than a CTV statistic. Think about how much of our industry depends on geographic targeting. Local advertising. Retail. Healthcare. Political campaigns. Attribution. Incrementality. Cross-screen measurement. If the location signal is uncertain, every decision built on top of it inherits that uncertainty. The only companies with deterministic knowledge of where residential IP addresses are assigned are the ISPs issuing those addresses, companies like Comcast Advertising and Spectrum Reach. That's exactly what makes their first-party data so valuable. Nearly every major DSP, SSP, and adtech platform ultimately relies on a relatively small number of IP intelligence providers to power geo-targeting. MaxMind, for example, states that "it is not possible for us to guarantee 100% geolocation accuracy" and that "GeoIP geolocation data is never precise enough to identify or locate a specific household, individual, or street address." Somewhere along the way, our industry stopped treating those signals as probabilistic and started treating them as deterministic. I think that's one of the biggest disconnects this research highlights. This isn't happening in a vacuum. Truthset's State of Data Accuracy report raised broader concerns around identity quality in CTV and their research with Go Addressable & Coalition for Innovative Media Measurement (CIMM) highlighted challenges with downstream IP targeting. Our research adds another piece of evidence that we need to pay far more attention to the quality and confidence of the signals powering our industry. None of this means IP intelligence isn't valuable. It absolutely is. But it does mean we should stop pretending probabilistic signals are deterministic ones. As marketers, we don't benefit from putting our fingers in our ears when multiple studies point in the same direction. We benefit from acknowledging the limitations, measuring confidence in our data, and building better standards around it. This conversation becomes even more important as AI takes on a larger role in planning, optimization, measurement, and attribution. AI doesn't know whether a signal is right or wrong. It simply optimizes against the data we give it. Thank you to Kendra Barnett & ADWEEK for covering. Link in the comments.
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1mo
Congrats Alex! Incredible grit and perseverance you have shown. Proud to call you a friend, but I also consider you a role model. WPP is getting a big win here.
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Jon Mansell liked thisJon Mansell liked thisWHAT. FUN. Feels good to say that as gamescom 2026 draws to a close. Yes, the numbers were fantastic for us and continue to grow. Yes, we introduced wonderfully rich IP from China AND the West to new audiences for the first time, proving out our business model and connecting worlds. Yes, we featured three trailers on ONL and two on Future Game Show. Yes, we had fantastic support from our western partners such as IGN Entertainment, Future and XBOX, to name a few. But honestly, sat here right now, I can say this is the most fun I’ve had in my career. Say what you’re gonna do, plan it, deliver it. Thank you to our wonderful studios - NEKCOM GAMES (Showa), Hoothanes (Defiant), Genigods (Nezha), Eschatology Entertainment (Guns of Eschaton), CangMo (JinYiWei) and SwordPandaGames (Sword Sage Awakening) for showing up and delivering. And thanks to the thousands of fans who packed our booths every day to get a look at our games. After all, that’s what this is all about. Special mention to Markus Wilding for his relentless professionalism and sheer bloody mindedness to pull off something of such magnitude, with a team of 1 and me bugging him every day for 6 months. And to our partner support teams - Renaissance PR (Stefano Petrullo), UberStrategist, ICO Partners, Black Soup, PLAYSENSE, Achievo (Zoran Roso 🔜 Gamescom), Trusted Events GmbH. And finally, thank you to our sponsor XPG Global without which none of this would be possible. 2027…? Too soon, but sure.
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Jon Mansell reacted on thisJon Mansell reacted on thisVery disappointed in Google Google Maps has decided to show Lake Ontario as “Lake America” to users in the United States. Google was not legally required to make this change. It chose to follow a unilateral political decision reflected in a U.S. government database, even though Lake Ontario is shared with Canada and remains Lake Ontario here. Some may see this as just a name, but I think it raises a much larger question. Technology companies increasingly shape the information people see and believe. If political decisions can so easily be presented as geographical facts, what does that mean for the trust we place in those same companies as they develop and control AI? https://lnkd.in/gRqHNdKg
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Jon Mansell reacted on thisJon Mansell reacted on thisAn update for the unexpectedly large number of people who are now part of my seat belt fine community. The show goes on! To get everyone up to speed, AI originally determined that I wasn't wearing a seat belt. I appealed. Since then, Service NSW has now reviewed my dispute and, remarkably, reached the same conclusion once more. I've attached the photo again so everyone can conduct their own independent measurement. Now, I appreciate that there is a very rational school of thought here: Just pay the fine. Move on. Find something more productive to do with your life. A position Kayla F. so eloquently dunked on me with on my first post, and the internet actually enjoyed more than my post itself. Unfortunately though, I believe we've moved beyond rationality and we're too far deep. My remaining option is court. Which, given the level of interest in the first post, I'm starting to think could be an incredible Q4 end of year client & partner event. Dan vs the State of NSW 🥊 We could network, head to court proceedings, and then have drinks afterwards. The venue & bar tab would of course be dependent on the judges ruling. At this point it feels irresponsible to not see this through......
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Jon Mansell reacted on thisJon Mansell reacted on thisWe have been forced to accept questionable practices, sloppy products, and violations of rights in the name of accelerated automation. Governing AI means saying NO to that.
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Jon Mansell reacted on thisJon Mansell reacted on thisSo Adtechgod just took down their incredibly sexist and insulting post. Perhaps they're unaware that everything lives forever on the internet. So once again, Women of Adtech: Stop giving your money and time to leaders and organizations who only wear the mask of allyship when it's convenient.
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Jon Mansell reacted on thisJon Mansell reacted on thisI have three examples with me today that prove my point. 1. Even though Taylor Swift got married at MSG (a venue known for its heavy use for facial recognition) she had every guest's phone confiscated and scanned for hidden cameras, even Meta smart glasses. Not one photo leaked. 2. Even though home surveillance companies sell themselves with the cute "find your lost dog" pitch, Flock's founder told Forbes what he's really building: cameras that will "eradicate almost all crime in the U.S." within ten years. We already know how flexible zhe definition of the word "criminal" gets, depending on who's holding the camera. 3. Even though every new car sold in Europe now has to carry a front-facing camera just so more and more data can be harvested from you (in the name of safety ofc) , guess who's actively trying to avoid installing them? The high-end luxury brands. The Bugattis. The Paganis. The Koenigseggs of the world. If we keep going down this road, privacy will end up a luxury reserved for the lucky few who can afford it. As a tech critic who has studied these patterns and wrote a book about it, I want to tell you this. Don't buy into it. Surveillance will get pushed on us one way or another. Sometimes it comes wrapped in an emotional story, sometimes it's sold in the name of safety, sometimes it's just marketed to you as a fashion choice like finally, Kylie Jenner is making these creepy spy-glasses look cute enough for women to actually want to wear (yay?). In every one of these cases, the story is addressing a need that's completely and utterly manufactured by the industry. You don't need these tools to be safer, to be a better parent, or to be cool. You know why? Because these tools will never make you feel safe/cool/good enough in the first place (or they would stop making money). You know what will keep you somewhat safe? Keeping your private life PRIVATE from the big tech founders working hand in hand with fascist governments worldwide. This will always be, the safest form of protection for you and the people you love. ------- If you like these types of posts on your timeline, follow me for more. I will never waste your precious time with any ads. I make money talking about these topic on stages and selling my book. Thank you for your support. It means the world.
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Jon Mansell reacted on thisJon Mansell reacted on thisCTV has won consumer attention. The next challenge is winning performance budgets. One takeaway from FreeWheel's Summit panel, "Closing the Loop: How CTV Powers Commerce Outcomes," that has stayed with me over the past month is how quickly the conversation around CTV is evolving. At Mastercard Commerce Media, we're seeing marketers shift their focus beyond impressions and reach to -> measurable outcomes, attribution, and understanding how advertising influences consumer behavior across the purchase journey. That's where Mastercard Commerce Media is focused: • Connecting media exposure to quantifiable, transaction based commerce outcomes • Measuring incremental impact and advertising performance • Optimizing campaigns based on real consumer behavior Thank you to FreeWheel Jon Mansell and my fellow panelists Elizabeth Neubauer-Donovan at Acxiom and Sharmilan R. at Amazon Ads for the engaging discussion on how we can make media more accountable, measurable, and valuable for advertisers. #CTV #CommerceMedia #RetailMedia #Advertising #Measurement #Attribution #ConnectedTV #PerformanceMarketing #MediaInnovation #FreeWheel #MastercardCommerceMedia
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