Marc Gaccione

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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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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As an industry, we need better metrics to help make sure we're buying quality media in premium environments that drive results for our clients. We don't need to sacrifice quality for cost efficiency. From the linked article, "advertisers who prioritize data integrity and make a point of buying impressions from high-value publishers with better data practices see a 33% lower cost per action, a 32% reduction in CPMs and a 5% higher return on ad spend." https://lnkd.in/grKnzm_H

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In this week's column, I ask again if we in the TV industry are focused on transforming our core business. As I wrote previously, initiatives like datacasting are real and will provide meaningful revenue opportunities to transform how revenue is generated from broadcast spectrum. However, what about our core business? Creating and airing content that connects audiences with advertisers. Will streaming content on FAST services and apps transform the business? What about the audiences who are still viewing content on linear TV? Will these audiences still be of interest to advertisers? Shouldn't we be advancing the technology to ensure 100% of our audiences can drive the greatest value for broadcasters and advertisers? https://lnkd.in/gfMy6Cuh

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I spoke with Rachel (Eisenberg) Gantz from Comscore, Inc. about their new Certified Deal ID, why it's necessary to bring order to the chaos that programmatic often becomes, why they chose Magnite as their launch partner and what's next as the Certified Deal ID gains wider adoption. You'll note the word "quality" keeps coming up again and again around CTV advertising, as buyers look to maximize their ad spend and the industry realizes that not all impressions are created equal. That said, it is worth remembering that quality is in the eye of the beholder, that some impressions may qualify as quality impressions for some brands and not for others. Which is why having standards is so important. Read on! https://lnkd.in/eagkiHAF

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As the industry continues to map out the delineations between CTVOOH, CTV, and DOOH, VideoElephant's Johnny O'Neill shares a very valuable perspective from our own experience in this space.

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Thrilled to announce NCM’s new partnership with TransUnion, bringing cinema exposure data into cross-channel attribution for the first time. This unlocks measurable outcomes, clearer performance insights and real proof of how the big screen drives results across the full media mix. Today’s marketers need clarity, accountability and innovation. NCM is meeting that challenge head on by redefining cinema as a modern, data-driven channel that delivers both brand impact and measurable performance. #DemocratizingCinemaData https://lnkd.in/eQuBshHe

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CTV transparency continues to be a challenge for buyers. DoubleVerify is expanding our toolset to provide better insights for advertisers who want to ensure their spend on arguably the most impactful digital media is not wasted. More transparency creates greater trust between buyers and sellers and helps legitimate content producers get their fair share of the ad buy. Keep an eye out for more CTV developments from DV in the future!

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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/1Yw

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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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Programmatic audio isn’t coming — it’s here — and it’s scaling fast. For years, broadcast radio has owned the ears of America. It still does, reaching 90%+ of U.S. adults every week — more than any other platform. But today, that reach is colliding with precision. At iHeart, we’re seeing massive momentum in programmatic audio: ✅ Real-time optimization ✅ Data-enriched targeting ✅ Seamless activation across broadcast radio, streaming, and podcast ✅ National scale with local nuance And what’s fueling it? The same assets that made radio king: trusted voices, brand-safe environments, and daily rituals that drive real attention. Now we’re wrapping all of that in programmatic pipes — and the results speak for themselves. If you haven’t explored programmatic audio lately… it’s time.

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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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Advertising revenue has become the unifying force #reshaping content strategy across all platforms. An analysis of #TV and streaming markets across nearly 50 territories shows how this shift from subscription-only models to ad-supported #revenue streams is fundamentally altering what gets made, how it gets promoted and which audiences get prioritised. Read my full article published in The Media Leader via the link in the comments below. 👇 📺 🤓  https://lnkd.in/epqkNMhG

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we've posted a couple of reports in the past - but I think that this one is the BEST and most interesting one we published (...so far...) this is a true comparison of "attribution" vs. incrementality - comparing the actual aggregated, weighted, and indexed results based for the clients who share attribution data with INCRMNTAL Super interesting - get it below!

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Game on. Sports video creation just got the AI Treatment. Minute Media, powerhouse behind sites like Sports Illustrated and The Players’ Tribune, just closed its biggest deal ever, acquiring VideoVerse, the AI engine behind Magnifi. Magnifi’s AI, built on computer vision, NLP, and machine learning, instantly turns games into short-form video gold: think multilingual subtitles, auto thumbnails, metadata, and digestible clips. It’s basically automatic highlights at scale. Minute Media is also integrating creation, distribution, and monetization, powering everything from league rights holders to publisher partners around the globe. And with Magnifi, Minute Media is enhancing its STN Video platform, making it faster to launch TikTok-style highlight reels, hyper-personalized by team, player, or fan behavior. Yes, Minute Media is positioning themselves as a platform operator and not just a storyteller. Distribution + monetization across 1,000+ sites and millions of fans. Platforms that own the tech, the content, and the flywheel will own the audience and their wallets. Huge move by Minute Media, a laser focus on owning video’s value stream without the fluff. #SportsMedia #AIinVideo #MinuteMedia #VideoTech #StreamingStrategy #ContentTech https://lnkd.in/gCxs284i

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Brodeur Partners just launched #BrodeurRelevanceAI, a breakthrough suite of services helping brands increase their visibility in AI-generated answers. With more people turning to ChatGPT instead of Google, this shift changes everything for communicators. Check out the exclusive!

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👏 👏 👏 Well said Matt Barash in AdExchanger today, highlighting why the ad industry seems to be "waking up" to creative ad tech. Here's the wake-up call: ✔️ How many times have you heard someone running a campaign hasn't even looked at the creative? 🤔 ✔️ How well does a campaign perform if the person on the other end also ignores the creative? 🫣 ✔️ How has ad tech been 99% about the tech and only 1% about the ads? 🤷 Creative AI is changing things fast. "Creative" is going to be unbundled into its core components - strategy, concept, execution, adaptation across platforms, etc - and completely repackaged. To quote the Streets: this ain't a track. It's a movement. https://lnkd.in/eqnTZ9P6

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The DOJ’s ruling against Google’s ad tech practices confirms what many in our industry have long known: transparency fuels innovation. Here I share why this decision marks a turning point for publishers, advertisers, and consumers. Read now: https://lnkd.in/eH6AQf-z #FundedByAdvertising

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