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Matt Gilbert shared thisAI isn’t becoming the checkout. It’s becoming the recommendation engine for the entire internet. That shift has big implications for how digital commerce operates. If discovery increasingly happens inside AI systems, the real challenge isn’t transactions. It is how we measure and reward the influence behind those recommendations. The companies that move fastest to build credible measurement and economic models around AI-driven discovery will help define how the next phase of digital commerce operates. That work is already underway, and the pace is accelerating. Appreciate the team at Hello Partner including my perspective in this piece. 🔗 https://lnkd.in/e9_Kyukd #AIDiscovery #AIInfluence #AICommerce #AEO #DigitalCommerce (Posting from Partnerize)"AI's Real Role is Recommendation" Industry Reacts to ChatGPT Checkout U-Turn"AI's Real Role is Recommendation" Industry Reacts to ChatGPT Checkout U-Turn
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Matt Gilbert shared thisAI systems are rapidly becoming the front door to commerce. But the market still does not know how to price the influence they create. The marketing industry has focused on solving for AI visibility. Now it needs to solve for AI economics. Until now marketers have worked to understand which brands appear in AI answers, how often they appear, and where they rank. That work matters. But it only solves half the problem. The real challenge is economic. If AI systems are influencing purchase decisions, the market needs a way to verify what that influence was worth and allocate value to the partners who created it. Until now, there has been no infrastructure to support that. Today, Partnerize and Profound announced a collaboration to standardize the economics of AI discovery. Profound brings discovery intelligence across AI systems. VantagePoint™, the Partnerize governance and measurement layer, connects AI citations to verified conversions and allocates value across the partners that actually drove revenue. This is about more than measurement. It is about giving marketers, publishers, and platforms a way to turn AI discovery into a defensible, investable growth channel. Because in the AI era, visibility alone is not enough. Markets ultimately run on verified outcomes. Read more here: https://lnkd.in/eJwsYK4p #VantagePoint #MachineMediatedMarket #ZeroClickEconomy #EconomicInfrastructureStandardizing the Economics of AI Discovery: Partnerize and Profound Establish Infrastructure for Zero-Click CommerceStandardizing the Economics of AI Discovery: Partnerize and Profound Establish Infrastructure for Zero-Click Commerce
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Matt Gilbert shared thisEmbracing uncertainty is our only realistic path to sustained credibility. Brook Schaaf just published a compelling reflection on the "liminal" state of our industry as we head into 2026. He captures a shift that many are feeling but few have codified: the move from a purely deterministic past to a probabilistic, journey driven future. It was great to see Brook reference the recent data and insights from Max Willens and Kevin Edwards. Their analysis of the "whiplash" we felt in 2025 provides the perfect context for why the industry is now bracing for a reset. As Brook notes, this isn't about abandoning the one to one relationships that built this channel. It is about adding the layer of economic infrastructure required to remain credible in a world where AI and zero-click journeys are the norm. Partnerize built VantagePoint™ specifically to provide that layer of "modeled truth." When the traditional click disappears, the value of the publisher's influence does not. Our goal is to ensure that as the customer journey becomes more complex, our measurement standards become more sophisticated to match. Thank you, Brook, for the thoughtful call-out and for leading this vital conversation on where we go next. #AffiliateMarketing #VantagePoint #AI #MarketingMeasurement #EconomicInfrastructure #Partnerize #MachineMediatedMarket
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Matt Gilbert shared thisGreat work by Nate Elliott and EMARKETER to deliver the kind of clarity this market has been scrambling for. It is understandable that "agentic commerce" and native LLM shopping carts would get the headlines after the launch of UCP (Universal Commerce Protocol). But at this critical moment, the real data says those aren't the threats or the opportunities anytime soon. Nate’s conclusion is clear: "On-platform checkout isn't going to change commerce....The vast majority of AI commerce revenue will come from platforms driving conversions on retailers' sites and apps. If you're a retailer chasing AI sales, focus on those referrals, not on the shiny on-platform offerings." This is a powerful validation for what Partnerize is building with VantagePoint™. The real economic value is being driven by the publishers and creators whose content has been scraped and is now guiding customers towards your site without a click. This influence is increasingly happening in "zero-click" journeys where legacy tracking fails to see the connection. Recognizing this value and finding ways to compensate these partners is the single biggest growth lever available for brands in the AI era. It allows you to protect and scale the very referrals that will determine your future growth. You must understand the zero-click journey and ensure publishers and creators are rewarded for their influence even when a click never happens. #AI #Commerce #VantagePoint #AffiliateMarketing #Retail #EconomicInfrastructure #ZeroClickMatt Gilbert shared thisIt doesn't matter whether OpenAI or Google wins the on-platform AI checkout battle -- because on-platform AI checkout itself doesn't matter. Of course there are compelling reasons to think Google's Universal Commerce Protocol will easily defeat ChatGPT Instant Checkout: 1. Google has a lot more AI users than you think. They're probably weeks away from reaching 1b monthly genAI users (Gemini + AI Mode combined). If they launch UCP on AI Overviews, that's 2b users. And if they drop it into Google search (why not?), that's 5b. 2. Google's already really good at getting people to spend money. 50m+ people in the US use Google Wallet, and tens of millions pay Google for content, services, and devices. OpenAI has maybe 10m US subscribers and has never sold a single device. But the more important fact is this: On-platform checkout isn't going to change commerce. This year just 0.1% of total US online commerce will happen on AI platforms. Even in 2029 that number will only be 1.7% -- meaning all the US on-platform sales from every genAI platform combined still won't outsell the Dollar Tree. The vast majority of AI commerce revenue will come from platforms driving conversions on retailers' sites and apps. If you're a retailer chasing AI sales, focus on those referrals, not on the shiny on-platform offerings.
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Matt Gilbert posted thisGetting Seen ≠ Getting Paid We are currently seeing a massive surge of investment energy around AEO (Answer Engine Optimization) and the logistics of how content gets ingested by AI. This focus on "crawling" and "connectivity" is a sign of a market desperate for visibility, but it misses the most important step: the payday. Being noticed by an AI is a vanity metric. The industry is currently confusing logistics (moving data) with economic infrastructure (moving money). Connectivity is a commodity. Influence is the only currency that matters. While others focus on building "toll booths" that rely on specific server permissions or waiting for Big Tech to "invite" them in, At Partnerize we have established VantagePoint™ as economic infrastructure. We did not build a bridge that requires a permission slip from an LLM to function. We built the platform-agnostic framework to reverse the charges and settle the value of your influence. Don’t settle for a cover charge while others profit from your performance. A toll on the crawl is a payout ceiling; a verifiable claim on the outcome is a growth engine. If your monetization strategy depends on an AI platform’s "invite," you aren't an owner. You're a guest. Stop selling access to your data and start owning the value of your influence. To provide the market with an indisputable source of truth, we secured formal certification from the Alliance for Audited Media for the VantagePoint Fractional Commission Standard™ (VPFCS). This establishes the first verified link between advertising investment and contextual influence—providing the transparency and accountability required to lead in a machine-mediated market. The era of guessing is over. Own the outcome. [I have included the links for Publisher Early Access and the Advertiser Hidden Influence Forecast in the first comment below.] #VantagePoint #AffiliateMarketing #AEO #AI #MachineMediatedMarket #Partnerize #EconomicInfrastructure #ZeroClickEconomy
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Matt Gilbert shared thisAppreciate the coverage of Partnerize launch of VantagePoint for Publishers from Sol Wilkinson and Hello Partner.Partnerize Launches VantagePoint for Publishers to Tackle Zero-Click AttributionPartnerize Launches VantagePoint for Publishers to Tackle Zero-Click Attribution
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Matt Gilbert shared thisThe click isn’t dead. But it’s no longer the unit of truth. AI is collapsing discovery into a single surface. Consumers still buy, but more decisions are being made inside AI-mediated experiences where the click never happens. That creates a structural challenge for commerce measurement: influence is happening upstream across premium content, creators, social, and AI discovery, but the systems used to measure value and trigger compensation increasingly cannot see it. Publisher influence is rising at the exact moment measurement visibility is shrinking. And if influence can’t be measured defensibly, it can’t be compensated fairly. That’s why we built VantagePoint™. Not as another dashboard, but as verification-grade infrastructure for quantifying and monetizing commerce influence beyond the click. We built VantagePoint to be auditable, governable, and adoptable on neutral terms, because that’s what a credible standard requires. Categories don’t scale on belief. They scale on trusted measurement and fair economics, supported by commercial-grade infrastructure. Grateful to Joanna Gerber and AdExchanger for covering the launch: https://lnkd.in/ecsURQgF #affiliatemarketing #partnerships #measurement #attribution #adtech #martech #AI #VantagePoint #PartnerizePartnerize Wants To Reimagine Affiliate Attribution – And It Doesn’t Involve Clicks | AdExchangerPartnerize Wants To Reimagine Affiliate Attribution – And It Doesn’t Involve Clicks | AdExchanger
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Matt Gilbert shared thisProud to see Partnerize recognized for leading the way as partnership marketing enters the AI era. As generative AI reshapes how consumers discover products, visibility and activation are now table stakes. The real challenge for brands is what comes next. In a zero-click world, without the ability to measure influence and compensate it fairly, there is no way to truly capitalize on the opportunity AI creates. That’s exactly why we built VantagePoint a category redefining measurement and compensation system for AI-mediated journeys. It moves beyond surface-level signals to quantify fractional influence, connect it to outcomes, and enable brands to act with confidence and partners to be compensated equitably for the role they play in the journey. Peer recognition like this matters because it acknowledges us for moving early and decisively, building the infrastructure the category now needs. If you’re thinking seriously about how partnerships evolve in a clickless future, VantagePoint is a good place to start: 👉 https://lnkd.in/e6p2hjvp #Partnerize #VantagePoint #AffiliateMarketing #AI #Measurement #Compensation #ZeroClick #MachineMediatedMarketMatt Gilbert shared thisProud moment for the Partnerize team. We’ve been shortlisted for Best Use of AI Implementation, Best New Partnership Technology, and Best Tracking and Attribution Tech. This recognition reflects what we set out to do early and decisively: build first-to-market solutions that don’t just adapt #affiliate marketing to the AI era, but actively refine the category for it. As AI reshapes discovery, #influence, and conversion, accurate measurement and fair compensation matter more than ever. We’re honored to see our work recognized for helping brands and partners operate with clarity, confidence, and integrity in a machine-mediated market. Grateful to our customers, partners, and the #Partnerize team who continue to push the category forward.
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Matt Gilbert shared thisAccurate measurement and fair compensation, not just visibility, are inseparable in partnership marketing. New Partnerize research shows publishers influence 2× more conversions than traditional attribution captures. The value was always there. What changed is our ability to measure it properly and compensate it appropriately. At Partnerize, we moved first and decisively to build the measurement and compensation standards the category needs as AI increasingly mediates discovery. This work is about understanding true commercial contribution and allowing the ecosystem to evolve responsibly. Brands that get this right will invest with confidence and reward partners for the role they actually play in delivering outcomes. Link in comments. #affiliatemarketing #partnershipmarketing #machinemediatedmarket #AI #incrementalityPartnerize Research Reveals Publishers Influence 2× More Conversions Than Traditional Attribution CapturesPartnerize Research Reveals Publishers Influence 2× More Conversions Than Traditional Attribution Captures
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Matt Gilbert liked thisMatt Gilbert liked thisGender imbalance in entrepreneurship is insane… Only 15% of tech startup founders are women. I couldn’t be more proud of Nancy Marzouk, founder & CEO of MediaWallah. She’s building, scaling, and delivering (while balancing it all) with persistence, grit and zero noise. Just results. We need more women smashing through the glass ceiling like Nancy! Proud to call you a partner… congrats on this article from Madeline Mitchell at USA TODAY. 👊 https://lnkd.in/eQfDpwUHWhat does it take to be a top 1% income earner? She found out.What does it take to be a top 1% income earner? She found out.
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Matt Gilbert liked thisMatt Gilbert liked thisI’m very excited to share that I’ll be joining the jury for the European Affiliate Awards 2026! 🏆 It’s an honour to help celebrate the innovation, collaboration and excellence driving the affiliate industry forward. I can't wait to review the amazing submissions alongside this powerhouse lineup of industry experts: Aleksandra Szol-Czajka, André Koegler, Andrea Springer-Ferazin, Bernd Vermaaten, Cornelius Frey, Florian Jetzlsperger, Floris Westerik, Henrique Almeida, Kevin Edwards, Lee-Ann Johnstone, Lee Boulton, Matthias Stadelmeyer, Niklas Schwake, Rhodri W., Roos van Dop, Sascha Pareigat Will I be seeing you in Berlin this September?
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Matt Gilbert liked thisMatt Gilbert liked thisThe most thankless job at any startup is that of your lawyer (typically fractional). I say fractional because its rare for any early stage company to get someone fulltime, which makes it even more thankless. You don't call them when things are good. You call them when something is on fire. They're the butt of every joke, the voice that slows things down. And you're never quite sure if asking about the weather counts toward the six-minute billing interval. We've worked with John Coughlan since day one at Yoodli AI Roleplays. He's both my SOS call and my celebration call. We followed him from Lane Powell to Ballard Spahr. The moment he told me he was spinning out on his own, we signed up immediately. John makes a genuine effort to know you - he understands what drives us, our communication styles, and weaknesses. And shows up in person. When something falls outside his wheelhouse, he pulls in the right specialist immediately. He's AI-forward in a profession that tends to resist it, which means turnaround times that would be unthinkable at a big firm. John's navigated four years of tricky VC situations, hard red lines with prospects, difficult people decisions all with a smile and calm (even when I've been the opposite) Lawyers don't get credit for what they actually do - ensure founders don't botch a dream because they're running too fast. Thank you John. You've helped build Yoodli in so many more ways than show up on a cap table.
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Matt Gilbert liked thisMatt Gilbert liked thisCapital markets are prediction markets for companies. Daversa is the prediction market for talent. After thousands of executive searches across the most important technology and AI companies in the world, you start to see the signals early. We see where the money is flowing, where the technology is bending, and—most importantly—who the best people are betting their careers on. Right now the odds are compressing. The number of executives who can actually adapt to the AI shift is far smaller than the market thinks—and the signal is getting louder by the day. I’m also spending time with founders who look like deer in the headlights. That’s understandable. The pace of change right now is unlike anything we’ve seen. To those founders you already have heard this from me - this is not the moment to cling to old playbooks. -Tear them up. -Flatten the org. -Move faster for talent- your moving too slow ! -Pay what it takes for the few people who can actually operate in this new environment- I mean it! Your losing and it’s about density not headcount ! And if your board pushes back, stand your ground have a back bone ! Some investors will tell you to be disciplined about compensation and titles. That play book is older than me ! In this market, discipline often means losing the people who actually know how to build the future. You didn’t build a revolutionary company by following someone else’s rules. Don’t start now when it comes to building the team. Founders and CEO’s in moments like this, companies don’t lose because of product. They lose because they hesitated on talent.
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Tyler Kelly
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As brands and agencies brace for economic volatility, proactive steps are essential for ensuring media investments remain effective. From scenario planning and prioritizing transparency to competitive intelligence, it’s vital to prepare for varying economic conditions. Historical insights show that brands maintaining advertising spending fare better and recover faster. Marketing leaders must keep tone sensitivity in mind as consumers become more deliberate about spending. Adaptation is key. #MarketingStrategy #EconomicUncertainty #Advertising #BrandGrowth #MediaInvestments #Leadership #ScenarioPlanning
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David Kohl
Morgan Digital Ventures • 3K followers
With principle-based buying returning to the forefront, Brian Chap's recipe for agency accountability takes me back to Jon Mandel's explosive rebate disclosures back in March 2015. Jon's kimono-opening moment was undoubtedly the catalyst that woke us all up to the billions leaking from media budgets by way of non-transparent kickbacks and fees. The can of worms has yet to be closed. That's why principle-based buying doesn't sit well with me. It feels like we're rewinding the tape after making so much progress over the last decade. BUT ... if you're a client-side media buyer that chooses to engage with a principle-based agency, there are three of Brian's "BENCH" framework activities that I think should be prioritized to the top. These three are relatively simple to do and can dramatically increase transparency and accountability. 1 - Secure platform access to your ad server, your DSP and the major SSPs through whom you are buying. Ensure you know how to compare media costs at each step in the supply-chain. 2 - Conduct audits. Whether as Brian recommends or simply by contacting a handful of publishers where you buy media, you should be able to reconcile your cost input to your media value output. And while you're at it, you'll be strengthening your direct publisher relationships, which has many longer-term benefits both in terms of media cost and priority. 3 - Most definitely hold your agency accountable. This applies also to every adtech vendor in your media supply-chain. I am not a fan of principle-based media buying. But if you're going to try it out, you need to remember that this is far from a set-it-and-forget-it approach to advertising. https://lnkd.in/eDw-Z3w8
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Michael Batalha
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Larry Harris
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Michael Batalha
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Ellis Verdi
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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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Ryan Jack
Keynes • 4K followers
If you are a Performance/Growth Marketer testing or looking to test CTV, this article is a must read. CTV inventory is primarily non-clickable so the industry relies on Cross Device to connect the device visiting the website to the TV in which the ad was served (and vice versa). Here's the problem - most CTV vendors use IP Address (Wifi) as the sole source of truth for cross device tracking. This is both antiquated and heavily flawed, but they do it anyway and hey, it certainly doesn't hurt in-platform performance. Data validation provider Truthset conducted this study on behalf of CIMM (Coalition for Innovative Media Measurement) and Go Addressable to definitively understand the accuracy of IP Address for Cross Device tracking applications (CTV). "Truthset analyzed records from six major data vendors, including 1 billion email addresses, nearly 250 million IP addresses and 164 million postal addresses." Here are some key findings: > IP-to-Email matches: 16% accurate >IP-to-Postal matches: 13% accurate If you are a brand allocating ad dollars to a CTV campaign leveraging IP Address for cross device tracking/targeting, is this accuracy acceptable? “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,” Jon Watts, Managjng Director of Coalition for Innovative Media Measurement (CIMM) 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.” IP Address Match Rates Are a Joke – And It’s No Laughing Matter https://lnkd.in/gwGa_iBt Keynes Digital #crossdevice #CTV #connectedtv
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Heather Physioc
VML • 5K followers
New Tow Center report highlights growing tension in AI-era search: “We’re the providers of information…but Google now wants to be the distributor.” As zero-click answers rise, publishers face renewed pressure to prioritize direct audience relationships. https://lnkd.in/gzxcsgtY
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Sam Karow
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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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Vitor Bellote 🇧🇷🇮🇹
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Eran Goren
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Kevin Mero
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Anna Bager
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6 Comments -
Megan Conahan
8K followers
I got quoted in Skai 2026 State of Retail Media report this week - this one is all about measurement. According to Skai, only 15% of brands say they're highly effective at measuring retail media performance. From all my conversations... that sounds about right. But the tools are out there, and the agencies to support you are out there (hint... we do this extremely well). It's not because the tools or the knowledge don't exist. It's not because the methodology is too complex. It's not even a data access problem. The real barrier? People and ownership. 56% said they lack internal analytics or data science resources. Nearly 1 in 5 said there's no clear cross-functional ownership between sales, media, and analytics. In my opinion lack of analytics access is the excuse. Lack of ownership is the problem. I stand by that. Here's what I see constantly with brands: the retail media budget grows, the channel count grows, the retailer portals multiply and the analytics infrastructure stays exactly the same. We keep pouring spending into the machine and then wonder why we can't explain what it's doing. And the incrementality gap is brutal. 75% of brands say incrementality measurement is their #1 challenge. But only 20% are actually good at both measuring AND applying those insights to decisions. Everyone knows it's the north star. Almost no one has operationalized it. The aspirations vs. reality data were the most telling part of the whole report. Brands hope incrementality will unlock profit margin improvements (68% said so). Only 24% have actually achieved that. That gap isn't a measurement problem. It's an organizational design problem. If you're a Head of #eCommerce staring down a budget conversation right now, here's the honest takeaway: You don't need another dashboard. You need to invest in this and give authority to someone who owns #incrementality end to end, standardize definitions your media, finance, and analytics teams all agree on, and a decision cadence that actually changes what you do next. As always, I'm here to help. DM me with any questions.
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Sonia Carreno
IAB Canada • 5K followers
Here’s a sharp read by Michael Hahn that underscores a reality the digital advertising industry knows all too well: compliance is complex, costly—and non-optional. While we continue to advocate for reasonable, harmonized regulation that reduces unnecessary burden, one thing is clear—cutting corners is not a viable strategy. Frameworks and tools developed by industry, for industry—like those from IAB Europe, IAB Canada, and IAB Tech Lab —are built with rigour, interoperability, and accountability in mind. Avoiding their adoption in favour of patchwork solutions only multiplies the risks down the line. Policy-backed ad tech exists for a reason. Let’s use it. https://lnkd.in/gnfTV78u #DigitalAdvertising #AdTech #Compliance #PrivacyByDesign #IAB #DigitalPolicy #ResponsibleInnovation #IAPP
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