Julia Bemis

Marketers don’t need to wait for the cookie to crumble. LiveRamp's Travis Clinger breaks down how authenticated identity is already enabling seamless, scalable, and responsible engagement across display, CTV, commerce media, and more.

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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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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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Excited to announce the launch of our 2026 Influencer benchmarks report! This report analyzes performance trends across 17 key data points including how Influencers are impacting sales, viewability metrics, brand lift, organic vs. paid trends and more. Also includes key takeaways and industry predictions for the year. You can download the free report here: https://lnkd.in/exbHMdUU

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Media budgets are tightening—but strategy is getting smarter. Nielsen’s 2025 Annual Marketing Report shows marketers leaning into CTV, retail media, and data-driven personalization, while facing big challenges around cross-media measurement and ROI. More than ever, success means unifying the message, the metrics, and the audience. 📲 Dive into the full breakdown: https://lnkd.in/gbuf6Sbx #DigitalMarketing #PredictiveAnalytics #AudienceTargeting #CTV

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Until recently, channels like Roku, Paramount, Pandora, or iHeartMedia were reserved for enterprise-scale advertisers with advanced programmatic infrastructures. For emerging and mid-sized CPGs, these platforms were too complex, too fragmented, or too expensive to navigate. Some recent announcements from Kroger Precision Marketing have changed that. Service-Led Activation Model: KPM provides a managed-service approach - handling all the technical complexity of programmatic buying on behalf of the brand. This removes the barrier of entry for brands lacking in-house programmatic expertise. Data-Powered Precision: Campaigns are entirely fueled by Kroger’s massive first-party data set (over 60 million households), ensuring that ads on CTV or audio platforms are precisely targeted to verified, high-value shoppers. Closed-Loop Accountability: KPM is not just selling reach; it’s selling a measurable outcome. The managed service is tied directly to Kroger’s sales data, allowing brands to prove that an ad seen on a streaming platform led directly to a product purchase in a physical or digital store. #RetailMedia #CommerceMedia #CPGMarketing #AdTech #KrogerPrecisionMarketing #ConnectedTV

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Attention is the new currency. Get the playbook behind how top agencies are cashing in on conversions: https://lnkd.in/e98CiTyw High-performing teams are breaking down silos, integrating stacks, and aligning brand with performance to drive consistency across the funnel. Download our latest research report to see how top marketers are shaping their conversion strategies: https://lnkd.in/e98CiTyw

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The advertising industry is facing economic turbulence, with global ad spend forecasts dropping and consumer confidence waning. My expert colleagues at Basis share how agencies and brands can stay resilient: https://ow.ly/9A7450VLlon

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2026 PREDICTIONS Digitas North America's "The Social Shift" explores how community and creators will redefine the brand landscape by 2026. From the rise of intimate "dark social" spaces to the explosion of niche subcultures like BookTok and women’s sports, this report breaks down how influence is shifting from top-down ads to lateral co-creation. Read more here: https://lnkd.in/e-xAeeF8

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“For instance, marketers with the strongest YoY gains are more likely to spend on programmatic direct mail (40%) vs. 28%), in-game advertising (33% vs. 17%), and DOOH (28% vs. 19%). These top performers also invested in connected intelligence last year — data, personalization, creativity and orchestration.” #programmatic #data #personalization #marketers #creativity #orchestration

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In a recent meta-analysis of past #MMMs across category advertisers within the US, Nielsen found that #Reddit ads helped advertisers drive a nearly $2 ROAS, outperforming the aggregate averages achieved by other social platforms, digital partners, and TV.  

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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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#Retailmedia myths fly around in this maturing industry. Don't fall victim to the noise — read our blog "Debunking 4 retail media myths" by Epsilon's Adam Skinner to separate fact from fiction. https://ow.ly/oGi330sPwW2

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✅🖥️ Adexchanger (5/1): “Thursday marked the launch of audience measurement provider Nielsen’s new report, which will serve as an extension of its existing Gauge insights. According to the inaugural report, streaming TV makes up just over 42% of all ad-supported TV, while broadcast and cable make up under 29%. When compared against Nielsen’s current Gauge insights, this means that traditional TV makes up 56% of ad-supported viewing even though it only represents 44% of overall viewership. But developing the technology and reporting capabilities took a lot of work over the past nine months, specifically with regard to streaming. Ideally, Nielsen will eventually be able to break down ad-supported versus non-ad-supported viewership on a platform-by-platform basis. But not yet, mostly out of respect for Nielsen’s clients – and certainly not right before TV upfronts season. Advertisers that use Nielsen Ad Intel will now be able to track CTV spend across 41 different streaming platforms representing 95% of the US market, with global expansion soon to come.” ⬇️ #possible #newfronts #upfronts #ctv #ott #avod https://lnkd.in/eeHnFnux

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What sets Seedtag apart in today’s ad tech landscape? Our new CEO, Brian Gleason, sat down with AdExchanger to share his perspective. From his professional journey to Seedtag to why our neuro-contextual approach is a game changer, Brian breaks down how we're moving beyond standard contextual with a unique combination of audience understanding and agentic AI. 🧬 He also shares key priorities moving forward, including scaling the business globally and expanding our footprint with more publisher supply, particularly in CTV. Discover the full interview: https://lnkd.in/dF-FXqPs #AdTech #NeuroContextual #PrivacyFirst #AI #OneTeamOneDream

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Another call for program-level buying in CTV. I wrote about this six months ago from the advertiser perspective. This needs to happen for both advertisers and publishers. It’s a win for both. Take a look: https://lnkd.in/eJvGknBe

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Entering the Nigerian market requires more than generic data. Learn how localized market research in Nigeria, powered by deep consumer insights, is the key to successful brand launches.

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