Michael Korsunsky

The cost of creation? Going to zero. The need for distribution? Fundamental. Scale, though? Scale is hard. Doing that with programmatic media investment like STV can be hard. Is solving scale a priority for your agency?

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The cost of creation? Going to zero. The need for distribution? Fundamental. Scale, though? Scale is hard. Doing that with programmatic media investment like STV can be hard. Is solving scale a priority for your agency?

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🎯 Your clients want results. Programmatic DOOH delivers. This isn’t about billboards anymore — it’s about: ✅ Contextual delivery ✅ Centralized access to premium inventory ✅ Clear performance data 📘 Our new guide shows why leading agencies are going all-in on pDOOH — and how you can too. 👉 Get the insights here:  https://lnkd.in/et2quXvE #ProgrammaticDOOH #DigitalOutOfHome #MediaBuying #AdTech #MarketingInnovation

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In the world of programmatic advertising, DSP & SSP are the engines driving smarter growth. 🚀 DSPs empower advertisers to reach the right audience with precision, optimize campaigns in real time, and maximize ROI. SSPs help publishers unlock the full potential of their inventory through transparent, competitive bidding. Together, they create a powerful ecosystem where data meets strategy and every impression delivers value. In a fast-moving digital landscape, mastering DSP & SSP isn’t optional — it’s essential. Because when technology meets intelligence, growth follows. ⚡ #ProgrammaticAdvertising #DSP #SSP #DigitalMarketing #AdTech #RealTimeBidding #MarketingTechnology #DataDriven #BusinessGrowth #AdvertisingTech

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For years, we’ve treated domains as proxies for quality. They’re not. A single domain can generate thousands of completely different bid requests, each with wildly different outcomes. Quality doesn't live at the site level. It lives at the bid level The next phase of programmatic isn’t better lists. It’s better decisions. From inventory rationalization → to bid rationalization. Fewer requests. Better ones. Real outcomes. https://lnkd.in/dF2h_4Gc #SWYM SWYM.ai AdExchanger #optimization #algos #ADTECH #DSP #SSP #Programmatic #programmaticmedia

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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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Media execution is critical for agencies, but many aren’t seeing the return. Less than half of agencies saw media revenue grow last year. Outdated myths are getting in the way. Our latest guide reveals the 10 most common misconceptions holding agencies back, and how to fix them. Download it today: https://lnkd.in/gDSgM4NV

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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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Publishers in MENA: Compete Alone or Collaborate to Survive the AI Era https://lnkd.in/dwg82NpD AI isn’t just changing how we create. it’s changing who gets credit for creation. Across MENA, our stories, journalism, and Arabic content are being scraped, summarized, and monetized by AI systems that rarely reward their original sources. If publishers keep working in isolation, this imbalance will only grow. But if we come together ,sharing standards, data rights, and innovation, we can redefine our role in the AI age. Now is the moment to build a unified publisher ecosystem: • Protecting regional content rights • Negotiating fair use with global tech platforms • Investing in authenticity and AI-detection tools • Driving new, sustainable revenue models AI can either erase the value of local content or amplify it. The difference will depend on how strongly we stand together. #Publishers #AI #MENA #DigitalEcosystem #MediaInnovation #Collaboration #ContentIntegrity IAB MENA

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Marketing budgets aren't coming back. Yet tech stacks keep growing. 62% of teams now use more tools than two years ago. The result? More complexity, less pipeline impact. Smart CMOs are rethinking their approach—prioritizing integration, automation, and measurable ROI over hype. See the principles separating high-performing teams from overwhelmed ones. https://bit.ly/49FPhUe

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Push notifications: powerful tool or potential overload?🔔 The Reuters Institute Digital News Report 2025 takes a closer look at how audiences react to mobile alerts - and what it means for publishers. Our latest article breaks it down: 📱 What types of users actually welcome notifications 📉 Why some audiences are opting out entirely 📈 How publishers can strike the right balance Read the insights and tips for smarter notification strategies: 👉 https://lnkd.in/drd_KArV #MobileNews #PushNotifications #DigitalNews #AudienceEngagement

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Your Static Timeout Is Costing You 20% at Peak Revenue Moments --- Traffic spikes crush static header bidding timeouts, slashing high-CPM bids and RPM by 15-20% during surges. Publishers need adaptive strategies to balance speed and yield now. --- Read the full article here: https://lnkd.in/ecW4RBY9

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$26.8 billion. As my partner likes to say, “with a B.” That’s how much U.S. programmatic ad spend will be wasted this year, according to EMARKETER and the Association of National Advertisers. And it’s not by accident. Less than half of every dollar actually reaches a real human. The rest disappears into fees, bots, fraud—or simply bad inputs the campaign was never going to optimize around. And this is happening in the same year global ad spend will top $1 trillion for the first time. Imagine knowing each dollar is less effective than it’s ever been. Georgia-Pacific LLC brought programmatic in-house to clean up the supply chain, gain transparency, and reclaim control. Smart move. But controlling the pipes means nothing if you’re pumping garbage through them. Here’s the real deal: I’ve seen media budgets evaporate while “the platform optimizes” — except it’s optimizing on bad assumptions. The meter eventually runs out, but the truth is these campaigns were never set up to win. The data backs it up: Only 36¢ of every dollar that enters a DSP reaches a real person. Even with improvements, only $439 of every $1,000 makes it through. That’s not optimization. That’s a pre-programmed net loss. Because this isn’t just about fixing where ads go. It’s about fixing what goes in. With the wrong inputs, optimization is a hamster wheel that stops only when the brand runs out of time, money, or both. That’s the reckoning we’re tackling in our upcoming Sooth® Hot Steaming Cup of Truth series. Not just the visible leakages, but the blindfolded “optimizing” that follows. Until we start using the right inputs and understanding to make marketing decisions, all the control in the world only buys you cheaper futility.

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Publishers who partner with Admailr gain access to premium advertisers, industry-leading CPMs, and sophisticated tools that simplify monetization while maintaining exceptional reader experiences. Read more 👉 https://lttr.ai/AlIfV #EmailAdvertisingTips #AdServer

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Well, this is interesting.  Leverage the established programmatic model to gain access to relevant publisher content versus relevant publisher audiences for your data-hungry AI solutions. So many questions…. -- Could this be a more scalable approach to gathering ‘targeted' content versus just-in-case ‘mass’ content licensing that only the biggest AI and advertising content consumers can afford? -- Would this established programmatic model ​scale faster than other net-new pay-per-crawl models (Cloudflare, RSL)? -- Will people hold out for the dreamy pay-for-use model that is grounded in real value, but requires massive trust in an industry that struggles with that? -- Do publishers establish partnerships with ‘independent’ content classifiers to help crawlers filter, determine, and justify the content topics they bid on (IAB) -- Will content classifications also include 'who' most consumes the content (3rd-party audience market, Seller Defined Audiences)? -- Will we need industry certifications and verifiers to police (MRC, IAS, DoubleVerify, Truthset, etc.)? -- Are verification audits even necessary, given the fact that crawlers pretty much have baked-in capabilities to validate publisher claims? - I could go on...

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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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The role of DSPs in CTV is changing fast, and opening new revenue opportunities for publishers. 🖥️ Seedtag’s new blog takes a closer look at how programmatic buying is evolving beyond third-party data into a new era of contextual signals, AI-powered insights, and premium PMP partnerships. Learn more: https://lnkd.in/dRbHhEH3 #CTV #ContextualAdvertising #SupplyAdTech

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Why is streaming advertising a great fit for local advertisers? 𝗘𝘅𝗮𝗺𝗽𝗹𝗲: Using a 𝟯𝟬-mile radius can reduce CPMs by 𝟵𝟭%. 𝗕𝗼𝘁𝘁𝗼𝗺 𝗹𝗶𝗻𝗲: Local is the next big wave for streaming TV. The market is wide open, and the dollars are real. https://screenwa.rs/1f703f

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