Kerri Bailey

🖥️✅ AdExchanger (6/16): “Because both platforms require users to be “100%” logged in, said Roku. In other words, those audiences are very easily identifiable thanks to a wealth of first-party data parameters, so it’s easy to target and measure them with a higher degree of accuracy compared to other available methods. The two companies expect that their combined data footprint will allow advertisers to reach roughly 80 million CTV households through Amazon’s DSP. According to data from Comscore, this represents over 80% of the total CTV households in the United States. Not surprisingly, much of that coverage comes from Roku. Roughly 50% of the total streaming consumption in US households already happens via the streaming provider’s own operating system across all their devices, Roku told AdExchanger. Although the public launch won’t actually occur until Q4 of this year, so far both teams are happy with the outcomes of the initial closed tests. Per Amazon DSP, the combination of Roku and Amazon’s data has achieved three times improvement in return on ad spend, as well as 42% more unique reach at the same media budget and a 27% frequency reduction, meaning how often users see the same ad. Ideally, the final launch will benefit all the different players within the digital advertising industry. Publishers will have an easier time serving ads to the right customers, marketers will reach those same customers with more precision, and the users themselves will have a better experience, said Amazon.” ⬇️ #programmatic #biddable #upfronts #ctv #ott #fast #tvos https://lnkd.in/eQtyxtyt

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A powerful example of what happens when innovative leadership, comprehensive brand & consumer intel and the power of agentic AI collide.

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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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Check out MadTech in AdExchanger as Bob Walczak shares his 4 tips for building a future-ready data foundation within the commerce media space - data readiness and seamless connectivity is key! https://lnkd.in/e6GJKVPp

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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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AI search has been redefining the consumer path to purchase. In my latest piece for Mediapost, I dig into why this channel is rapidly becoming a top driver of conversions, and what brands need to consider to win in this new landscape. Read more here: https://lnkd.in/eW5cKf5R #BrandInsider #networkedexperiences #connectedcommerce

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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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Jon Watts from AdExchanger “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,” Watts 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.” This why Eaglecom talks more about economic media buying approach than precise targeting for nonprofits when it comes to to driving giving demand. https://lnkd.in/ewcJA37t

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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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Retailers vs. AI: The next decade of ad revenue will go to whoever controls product curation in AI responses. Skai Chief Strategy Officer Nich Weinheimer outlines three possible futures: 1. Retailer Control 2. AI Platform Control 3. Messy Hybrid Swipe to explore each scenario—and learn what advertisers will need to thrive in a more complex landscape. Read the full analysis: https://okt.to/4uWVzy #GenAI #RetailMedia #DigitalAdvertising #CommerceMedia #FutureOfAdvertising

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As account-based strategies evolve, the real differentiator is how effectively we activate first-party data at scale. Bombora is very excited to announce we are expanding our partnership with Adobe. https://lnkd.in/esi3uSC2

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Turning transactions into loyalty. 🤝 In this episode of LiveRamp's "Here’s the deal...", Lori (O'Neal) Johnshoy shares why commerce media networks are redefining how brands connect with customers, and why any company with rich first-party data should get in on the action.

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📣 Few announcements are as impactful as this one. “Retail Media Networks can now unlock powerful new attribution insights from their Meta campaign investments through the LiveRamp Clean Room.” As Meta continues to play a pivotal role across nearly all offsite strategies for RMNs, the ability to connect transactional data in a secure, neutral environment represents a major breakthrough. This enables more precise performance measurement, deeper audience understanding, and smarter investment decisions. https://lnkd.in/e93A3zmV

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CTV is moving fast, and DSPs are leading the charge. 🖥️ Seedtag’s latest blog explores how Demand Side Platforms are reshaping programmatic buying with smarter, AI-driven context, log-level transparency, and more strategic PMP deals that drive more value and control for publishers. Learn more: https://lnkd.in/eEQWtntn #CTV #ContextualAdvertising #SupplyAdTech

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Walled gardens offer "safe" automation, but it comes at the cost of your control. Agentic buying in programmatic isn't about minor tweaks; it’s a power shift that allows marketers to reclaim their media planning from rigid, closed ecosystems. As Omri Argaman recently noted, platforms have "reduced the manual controls that once allowed marketers and agencies to customize campaigns." At PubMatic, we’re helping brands move beyond these limitations to regain that autonomy. The next phase of performance isn't about settling for "good enough" automation. It’s about using agentic tools to own your strategy and drive the results you define. Interested in learning more or asking questions, send me a note. #agentic #programmatic #mediabuying https://lnkd.in/eJTjsXnp

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"“I mean, what else is there than outcomes, really?” Samuel quipped." Anthony Vargas, thank you for your time with Mike Peralta and me. I am glad to be 'quippy' around Helix's core expectations: to drive results for our clients - it really is that simple. Officially in Open Beta in the US today, we're excited to offer Helix's data science-based predictions to our clients. AdExchanger + Future https://lnkd.in/g34QeytW

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In this new piece for Retail TouchPoints, Jenni Jacot and Sachin Panjwani of 🦄 Digitas North America unpack why CRM and loyalty are more than marketing tools, they’re survival strategies. Learn how smart brands are deepening emotional connections, driving repeat value, and building long-term resilience. https://lnkd.in/gC4J4k_b __ #ConnectedCRM #CRM #Loyalty

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Tight budgets. Shifting priorities. Higher scrutiny. In the “era of accountability,” marketers have realized that proving the true impact of retail media investments is no longer negotiable. With shoppers increasingly spread across multiple stores and channels, it’s harder for brands to tell the full story on their own. That’s where third-party measurement comes in. In my latest article in #TotalRetail, I explore how third-party measurement helps brands and retailers capture the “halo effect”, or the impact that goes beyond store walls. Read the full article here for more, and check out #InMarket for more on how to make the most of your retail media measurement: https://lnkd.in/g4uwyqVK #RetailMedia #Measurement #Marketing #InMarket

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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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