Tom St. John

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.

19

🖥️✅ 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

6

Partnerize and Profound have teamed up to fill the AI attribution gap, linking brand exposure in AI search with authenticated business results. This collaboration allows advertisers to accurately measure ROI and enhance their AI-driven campaigns. https://okt.to/rP6Ew4

6

By using AI to interpret real-time content signals, advertisers can now align messaging with where users are in the buying journey. The result? Fewer wasted impressions, stronger engagement and better ROI 📈 Seedtag’s latest blog unpacks how intent based marketing bridges privacy & performance by predicting readiness through real-time content analysis - no tracking required. https://lnkd.in/e8fzMCiC #AdTech #ContextualAdvertising #AIIntentionModels #AttentionToIntention

16

Media owners are diversifying demand and revenue opportunities with high-impact ad formats like Home Screen, Tile and Pause Ads, enabling brands to connect with their audiences while driving outcomes. Read more by Magnite's Chris Signore, our Group VP, Business Development: https://magnite.smh.re/1bX

7

Some thoughts on the issues we know we face as an industry, and how we can start to unpack them….

40

3 Comments

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

20

2 Comments

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.

10

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

43

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

28

1 Comment

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

11

1 Comment

In today’s LG Newsfront event, Serge Matta and Esther Maguire announced that advertisers can now reach audiences beyond the LG screen (across trusted publisher networks) and see how every high-quality signal becomes a performance multiplier powered by Realize. With 28% uplift in conversions for one major US retailer, measureable CTV performance is now a reality. Exciting! #CTV #OpenWeb #PerformanceMarketing Adam Singolda , Xhemile Poley , Adam Doron ,Vincent Meyer , Tom Inbal

110

Teads is elevating the role of Connected TV with the launch of CTV Performance, introducing a new way to optimize and measure real business outcomes. This innovation allows advertisers to connect premium streaming exposure to measurable results, bringing brand awareness and performance closer together than ever before. https://lnkd.in/eJqdjEZS

35

So much of media today runs on automation and algorithms. We all know it; we've mostly accepted it. AI has revolutionized how advertisers reach people, but it hasn't figured out how to truly connect with them (yet). Radio has stayed human. Now it’s measurable too. Amazon Ads and iHeartMedia have expanded their partnership, enabling advertisers to buy radio, streaming, broadcast stations, and (soon) podcasts programmatically through Amazon DSP. In other words, you can now leverage the increasingly scarce opportunity for human-to-human connection and measure it with the same precision and accuracy that marketers have come to expect from digital. It’s the best of both worlds: real human connection, now fully measurable. https://lnkd.in/gVanyv-Z #digitalmedia #programmaticaudio #omnichannelcampaigns

28

Measuring deduplicated reach and frequency across Broadcast, Cable, CTV, and Digital campaigns is hard, made harder by fragmented viewership and ad tech. Political campaigns need this data fast to make real-time allocation decisions that impact election results. Cross Screen Media's partnership with LiveRamp and Snowflake directly addresses this challenge. Here are the results. https://lnkd.in/eCUDMZ6P

33

The newly released 2026 IAB Outlook Study is your roadmap for where #AdSpend is heading. Discover market-wide and channel-level projections, plus how media buyers are pivoting strategies in a world of AI-driven change and evolving consumer behavior. Download the full study to learn more: https://okt.to/Jw1CBK

5

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

104

5 Comments

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

6

3 Comments

🚀 Amazon and Roku Partner to Scale Addressable CTV Advertising Amazon and Roku are teaming up to unify their streaming audiences through Amazon’s demand-side platform (DSP). This collaboration allows advertisers to target logged-in users across both Fire TV and Roku OS—boosting reach and improving ad efficiency. 🆕 What’s New -Advertisers can now access 80 million U.S. connected TV households via Amazon’s DSP. -The integration enables cross-platform identity targeting using logged-in user data. -The service will be available to all Amazon DSP advertisers in the U.S. by Q4 2025. -Early results show a 40% increase in unique viewers reached and a 30% drop in ad repetition. 💡 Why It Matters This partnership directly addresses two of the biggest challenges in connected TV advertising: (1) Fragmented audiences across platforms and (2) Inefficient frequency control leading to wasted impressions. By consolidating identity and scale across two dominant ecosystems, Amazon and Roku are offering advertisers a more precise, cost-effective way to reach viewers. It also signals Amazon’s growing ambition to compete with major players like The Trade Desk and Google in the programmatic space. ❓ Big Question for Marketers Are advertisers prepared to shift their thinking about how to create audiences from sources not previously available? #CTV #AdTech #AmazonAdvertising #Roku #ProgrammaticAds #MarketingStrategy #MediaInnovation #DigitalMarketing

4