Matt Clark

Audio represents 20%+ of consumer media time but under 5% of ad spend (eMarketer). For pharma brands focused on reach, frequency, and trust, this unlocks smarter investment without sacrificing accountability. "Viant Technology’s direct integration with iHeartMedia... allows both companies to match their data graphs and create shared IDs for targeting audiences in digital audio, as well as broadcast radio, where audience ID signals are scarce." Net-net: we're making hard to measure channels measurable and heping healthcare marketers better understand who they’re reaching, how often, and how audio fits into the full patient and HCP journey. Audio has always driven impact. Now, with Viant, it drives insight too. #HealthcareMarketing #PharmaMarketing #Viant #Programmatic #AddressableAdvertising #MeasurableMedia #AudioAds https://lnkd.in/ek8J-iJE

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Love this - AI is the Oppenheimer moment for marketing. It fundamentally collapses the time and cost of production. A $2.5 million campaign that used to take four months can now be delivered for $500,000 in four weeks. Legacy firms that charge based on hours with the 'time-driven' model are existentially threatened by this.

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Excited to share that Aperiam has invested in Bedrock Platform. Obvious statement of the century: programmatic advertising has a complexity problem. The infrastructure that was built to give media buyers control has, over time, done the opposite. Burying teams under layers of operational overhead, legacy tooling, and opaque supply chains. Bedrock is built on a simple but powerful thesis: what if you stripped away the bloat and rebuilt the stack around what actually matters... precision, transparency, and speed to execution. Their platform combines AI-driven campaign automation with curated, premium inventory across video, CTV, DOOH, and audio, and aims to be flexible and get smarter over time. Plus, the team (Shane, Austin, Ryan, James) has deep roots in the infrastructure layer of ad tech and understands the plumbing better than almost anyone. We believe the next generation of programmatic will be leaner, faster and AI-first. Bedrock is building that.

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Digiday published a smart piece on the early momentum and real debate around AdCP and agentic standards. Thank you to Ronan Shields and the Digiday team for including my perspective in the conversation.   Agentic media has moved fast from emerging idea to assumed future, and when that happens, definitions and trade-offs get skipped.   Agentic systems aren’t models. They’re decision frameworks that coordinate predictive models, generative tools, and non‑AI logic to move from signal to action. Treating them as “just GenAI with autonomy” undersells both the opportunity and the risk.   Programmatic is the engine; agentic systems are navigation. When navigation is thoughtful and powered by high quality data, automation is an advantage. When it isn’t, you just get to the wrong outcome faster.   The winners here won’t be the fastest adopters. They’ll be the teams that define the problem first, design accountability early, and earn trust as autonomy increases. https://lnkd.in/eGCZh8ui

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It’s not often you get to hear from two OGs who helped build programmatic back when it all started. PubMatic's Rajeev Goel and Scope3's Brian O’Kelley reflect on how far we’ve come, and how the Ad Context Protocol could shape what’s next for digital advertising.

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Most metrics will tell you what your campaign delivered. But attention is the metric that finally tells you why it worked. The new mCanvas × Lumen study takes the conversation far beyond clicks and vanity metrics. It clearly demonstrates how high-attention environments drive stronger recall, deeper consideration, and higher intent — the outcomes that genuinely move the needle for brands. A big congratulations to my amazing team at mCanvas (Roshni Verma Shubhangi Kale Ryan Dsouza Tariq Nahas Meghna Soni Abhilash Krishnan) and our partners at Lumen Research for bringing this research to life. Truly proud of the depth and clarity this adds to the attention narrative. Link in the comments 👇 #AttentionEconomy #BrandImpact #MediaEffectiveness #AdTechInnovation

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The future of CTV is creative—but it needs structure to scale. I had the chance to speak with David Kaplan from Beet.tv at the Omnicom Leadership Summit about what I see as the next major unlock for our industry - standardization. We’ve seen this before—early digital advertising couldn’t scale until we aligned on formats. We’re now at a similar inflection point in streaming. Non-standard ad experiences are full of potential, but inconsistent specs and execution are holding back real progress. At Index Exchange, we’re proud to be working with the IAB and others to help define the next generation of ad formats—formats that don’t limit creativity, but enable it at scale. Check out my full interview here: https://lnkd.in/ePVvyufD

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Happy to help our partners at Amazon with this measurement initiative. Proof that real purchase data, not modeled proxies, is what closes the gap between streaming exposure and verified sales outcomes.

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Nice piece in AdExchanger about our acquisition of streamr.ai and how AI-powered technology will help empower small and medium-sized business (SMB) advertisers to invest more in streaming — unlocking the next major revenue opportunity for CTV publishers. https://magnite.smh.re/1Vw

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I had a great conversation with Anthony Vargas on the AdExchanger Talks podcast about the current state of publishing and the evolving role of monetization partners. We touched on a variety of critical topics, including: -Why the industry needs to rethink the “ad network” stereotype. -Why radical transparency needs to be a two-way street. -The real “us vs. them” isn’t buy-side vs. sell-side, it’s the open internet vs. walled gardens and other mediums. We can't ignore this! -How publishers can respond to GenAI search traffic shifts. The key? Build trust and direct relationships. -How publishers can fight AI with AI and not flood the world with slop. Thanks to Anthony for the thoughtful questions and conversation. There are a lot of nuances here, and it's so important that we dive deeper into these conversations openly and honestly. Listen here: https://lnkd.in/g7FijXpd To all the publishers out there: I'd love to hear what you're seeing, your thoughts, and how you're navigating these issues. We need more of these conversations!

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Every publisher wants to prove their value — but how many truly understand how a CMO evaluates media partners? In this 20-minute conversation, I sat down with Lauren Weinberg (former CMO at Peloton and Square) to talk about what really drives media investment decisions. We cover: • What CMOs actually care about (and what’s just table stakes) • The role of MMM, MTA, and incremental ROI • A winning case study: Peloton × Twitch • Why impressions ≠ outcomes If you're in publishing or ad tech, this is one to watch. 🎥 https://lnkd.in/gMrWYuui

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Most retail media networks don’t add incremental value. Michael Shields, with whom I had the pleasure to have dinner at Andy Plesser´s #BeetBerks event, said it well in his latest piece: Too many RMNs are too small to justify their place on a media plan, and even when they do, it's far from clear that retail media spend growth drives retail sales growth. We agree.    The big opportunity for retail media isn’t just to monetize existing shopper attention. It’s to anticipate shopper intent.    That requires more than ad slots on a single retailer's site. It requires:  ·       A relationship with the advertiser, so you understand brand goals.  ·       A relationship with the merchant, so you can unlock the right inventory.  ·       A relationship with consumers to understand their behavior across retailers, purchases, categories, and moments in time.    This is what makes PayPal Ads so unique.    We sit across tens of millions of merchants and 400M+ consumers, with visibility into over 1 billion shopping moments each month.     Not just clicks. Transactions.  Not just on one site. Across the internet. That allows us to help advertisers predict demand and help merchants participate in it. Take our latest innovation, Storefront Ads, for example. Instead of pushing only a single product, we can feature the merchants that sell the products. That means better performance for the advertiser and value for the merchant, not one at the expense of the other. Moreover, the PayPal Ads approach is crafted for this emerging Era of the Empowered Shopper in which the path to purchase is accelerating. In an agentic era, consumers won't navigate to a bunch of individual retailers' sites. So, both advertisers and merchants need a way to anticipate shopper demand and meet them everywhere. That’s how commerce media becomes more than a tactic for retailers to juice margins. And that’s how we break out of the “RMN” box and build something much bigger.    Give it a read and let’s discuss!

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Roku’s Snr Dir, global ad platform partnerships & biz dev, Miles Fisher, joins us for a deep dive into how Roku’s new Amazon Ads partnership will drive CTV’s full funnel future. https://lnkd.in/gc_cSZYh

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#Google may be pressing pause, but the #privacy-first future isn’t. Our EVP, Global Publishers, Stephanie Himoff, joins industry experts in Performance Marketing World to explain why it’s time for marketers to focus on first-party data and privacy-first solutions to build resilience — beyond any single platform. Read the full piece here: https://lnkd.in/gKiZYA9s

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🚨 The landscape of CTV Advertising has undergone a significant transformation with the recent Roku-Amazon Alliance announcement at Cannes Lions. This strategic partnership marks a pivotal moment, granting access to approximately 80% of U.S. CTV households, equivalent to around 80 million homes, as highlighted by John Tomase of LinkedIn News. 👉 Initial outcomes are already demonstrating the impact of this collaboration: - 40% increase in unique viewers - 30% reduction in repeated ads - 3x surge in the value of ad spend Having been part of Roku during its early stages, witnessing this development is not merely exhilarating but also the realization of our long-standing vision to establish a dominant presence in the CTV advertising realm through strategic alliances and unparalleled scalability. This partnership signifies more than a mere business deal; it marks a seismic shift in the future landscape of television advertising. 💡 Why This Development Is Significant: 1. The Strategic Move: Scale, Data & Authenticated Reach By amalgamating Roku's CTV reach with Amazon's DSP, a colossal authenticated identity graph is being constructed—a dream come true for advertisers. This translates to reduced wastage of impressions and enhanced precision in targeted, measurable ad delivery. 2. Leveraging Artificial Intelligence Empowered by extensive first-party data and user log-ins, AI can now be leveraged comprehensively to drive hyper-personalized ad experiences. Imagine dynamic ad placements based on real-time behaviors and preferences, transcending traditional demographic targeting. 3. Addressing Key Concerns Will this consolidation potentially stifle market competition? The dynamics of pricing control might shift with increased influence in Amazon's domain. The neutrality of DSP is under scrutiny—what implications will this have for platforms like The Trade Desk? 🔮 Anticipated Developments: ✅ Enhanced focus on authenticated data and AI integration ✅ Emergence of "super-platforms" consolidating inventory and data control ✅ Encouraging brands to adapt: If you're not already optimizing for Amazon’s DSP, now’s the time. ✅ Potential for both innovation and consolidation risks This is a moment of truth for the CTV ecosystem. As we adopt smarter, AI-powered advertising, we must also ask tough questions about data control, interoperability, and competition. Do you think this will reshape the future of media buying for the better or limit it? #CTV #Advertising #Roku #AmazonAds #DigitalAdvertising #MediaBuying #Marketing #AdTech #ConnectedTV Read more: https://lnkd.in/gAzSAAeb

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How do newsrooms thrive when traditional revenue models shift? The Local Media Association (LMA) found a path forward by empowering publishers to secure philanthropic funding. The results of their Lab for Journalism Funding are a testament to the community's desire for quality news: 194 local publishers were equipped with the tools to build pitch decks and write grant applications. Collectively, these organizations raised $35 million in philanthropic revenue. Georges Media Group in Louisiana expanded from 3 to 25 philanthropy-funded reporter positions. By identifying and pursuing these new revenue streams, these publishers are securing their future and the health of their local information ecosystems. Read more in the 2025 Google News Impact Report. https://lnkd.in/eV-ZNVus

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From The Rebooting's latest research report that surveyed 130 media product leaders. The Pivot to Engagement is real and it's happening now! #audiencengagement #publishers https://lnkd.in/eeHamnKC

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Catch my interview with Scope3's Brian O'Kelley on the launch of AdCP. We discuss what are we trying to achieve with AdCP, where does it fit in the ecosystem, and what to expect next.

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