Chase McArthur

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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When APIs first came on the scene, they promised simplicity. Connect, integrate, innovate. Over time, we’ve seen the opposite. Version mismatches, endless updates, and a patchwork of integrations that often consume more resources than they free up. Unified, domain-driven APIs make a real difference. Reducing friction gives developers back the one thing that truly drives innovation...time. Investing in developer experience cultivates trust and loyalty with the very people shaping adoption decisions. #APIs #AdTech #DeveloperExperience

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Marketers don’t need to wait for the cookie to crumble. LiveRamp's Travis Clinger breaks down how authenticated identity is already enabling seamless, scalable, and responsible engagement across display, CTV, commerce media, and more.

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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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AI Unlocks a $100B Affiliate & Partnership Market. Introducing VantagePoint™ to Capture Value Beyond the Click. The Machine-Mediated Market is here. AI is fundamentally restructuring digital commerce—and with it, the economics of influence. Traditional content discovery is rapidly giving way to AI-mediated experiences. From search and social to the rise of conversational AI, these journeys are reshaping how consumers make decisions and how value flows through the ecosystem. The core challenge? Capturing the conversion value that happens beyond the click. This transformation is expanding the addressable market for Affiliate and Partnership Marketing dramatically. What is currently a $20B category now has the structural tailwinds to reach $100B over the next three years, driven by the essential shift from direct-response mechanics to comprehensive, influence-based attribution. At Partnerize, we’ve successfully navigated and built for technology transitions before: search, social, mobile. Each wave expanded the addressable market for partnership marketing. AI represents the largest opportunity yet. Today's launch of VantagePoint™ positions us firmly at the center of that shift. It is the first solution designed to measure influence across the full spectrum of AI-mediated journeys, allowing brands to capture value that extends well beyond the traditional click. As attribution continues to evolve, the opportunity is now to also fundamentally reconsider our measurement infrastructure. The companies that can prove value across both click-driven and clickless influence (the core of Answer Engine Optimization) will capture the expanding $100B TAM. That's the market we've built VantagePoint™ to own. A huge congratulations to Erez Nahom, Andy Crossen, and the entire team on the incredible work to make today possible. #VantagePoint #AI #PartnershipMarketing #AffiliateMarketing #Attribution #Partnerize #MachineMediatedMarket

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What sets Seedtag apart in today’s ad tech landscape? Our new CEO, Brian Gleason, sat down with AdExchanger to share his perspective. From his professional journey to Seedtag to why our neuro-contextual approach is a game changer, Brian breaks down how we're moving beyond standard contextual with a unique combination of audience understanding and agentic AI. 🧬 He also shares key priorities moving forward, including scaling the business globally and expanding our footprint with more publisher supply, particularly in CTV. Discover the full interview: https://lnkd.in/dF-FXqPs #AdTech #NeuroContextual #PrivacyFirst #AI #OneTeamOneDream

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Today, OpenX is launching OpenXBuild, our new suite of API tools that brings advertisers closer to the bidstream and unlocks real‑time control over bidding, identity, and auction insights. OpenXBuild is designed to empower buyers to build more efficient, data‑driven solutions directly within the programmatic stack. 

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What sets Seedtag apart in today’s ad tech landscape? Our new CEO, Brian Gleason, sat down with AdExchanger to share his perspective. From his professional journey to Seedtag to why our neuro-contextual approach is a game changer, Brian breaks down how we're moving beyond standard contextual with a unique combination of audience understanding and agentic AI. 🧬 He also shares key priorities moving forward, including scaling the business globally and expanding our footprint with more publisher supply, particularly in CTV. Discover the full interview: https://lnkd.in/dPYWiRDK #AdTech #NeuroContextual #PrivacyFirst #AI #OneTeamOneDream

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For years, digital advertising has claimed to be “contextual,” but most solutions have relied on keywords, not a true understanding. That approach overlooks nuance, culture, and emotion, particularly in non-English-speaking markets. AI is finally changing that. By reading meaning, tone, and context, AI-powered tools allow brands to engage audiences with relevance and respect, not just data points. This is how we move from talking at people to speaking with them and why OOH and premium media can lead the way in human-centered advertising.

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What sets Seedtag apart in today’s ad tech landscape? Our new CEO, Brian Gleason, sat down with AdExchanger to share his perspective. From his professional journey to Seedtag to why our neuro-contextual approach is a game changer, Brian breaks down how we're moving beyond standard contextual with a unique combination of audience understanding and agentic AI. 🧬 He also shares key priorities moving forward, including scaling the business globally and expanding our footprint with more publisher supply, particularly in CTV. Discover the full interview: https://lnkd.in/dNNBwcBK #AdTech #NeuroContextual #PrivacyFirst #AI #OneTeamOneDream

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When Facebook, Meta, and Amazon promise to manage campaigns end-to-end from creative to targeting to measurement...no one seems to question that they’re doing so within media ecosystems they themselves own. Good news for the holding companies: if they keep trying to compete with the big three while playing at a disadvantage, they likely won’t be around in 10 years.

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I spoke with AdExchanger about how creators are reshaping video ads. How we've built a brand partnerships approach at Donut Media where a single integration can span platforms and look less like a media buy, more like a sports sponsorship. https://lnkd.in/g7Mki76u

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Jennifer Kattula, could not agree more -> "Generative AI is transforming marketing and how brands engage with their audiences. As much as I love AI, robots will not replace human taste, craft, curation, or nuance" What a wonderful conversation with Kristin Reagan from Annalect. Highly recommend this read.

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Relevance alone isn’t enough. Resonance is where real impact happens. Brian Gleason, CEO of Seedtag, recently joined AdExchanger’s “Inside the Stack” podcast to discuss Neuro-Contextual advertising and how it shifts the focus from what someone is watching to how that content makes them feel. “Neuro-Contextual fundamentally changes how the ecosystem works. Looking ahead, we see a world where contextual isn’t an add-on at the end — it’s the foundation from the beginning,” he shares. 🎧 Listen to the full episode: https://lnkd.in/dEPZQuNJ #NeuroContextual #AdTech #PrivacyFirst

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Good read on AI's impact on CTV. Things change, things stay the same. Direct publisher access with supply transparency will continue to increase in importance. Timely measurement that provides a clear, results based understanding of channel performance in a world of AI slop will be essential. https://lnkd.in/gR9PAAWY

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Media budgets are tightening—but strategy is getting smarter. Nielsen’s 2025 Annual Marketing Report shows marketers leaning into CTV, retail media, and data-driven personalization, while facing big challenges around cross-media measurement and ROI. More than ever, success means unifying the message, the metrics, and the audience. 📲 Dive into the full breakdown: https://lnkd.in/gbuf6Sbx #DigitalMarketing #PredictiveAnalytics #AudienceTargeting #CTV

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Really interesting piece. We’ve spent years in ad tech chasing sophistication, whether that's smarter targeting, deeper insights, or more automation. Sophistication without connection, however, isn't really progress. In my experience, it's closer to paralysis. The truth is, most teams don’t need more data. They need usable data. They need systems that connect, not compete. When we get that right, marketing becomes less about simply managing platforms and more about making decisions that actually move the business forward. That's the kind of infrastructure that changes everything. It's not the shiny new tech, but the connective tissue underneath it.

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Another call for program-level buying in CTV. I wrote about this six months ago from the advertiser perspective. This needs to happen for both advertisers and publishers. It’s a win for both. Take a look: https://lnkd.in/eJvGknBe

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“For instance, marketers with the strongest YoY gains are more likely to spend on programmatic direct mail (40%) vs. 28%), in-game advertising (33% vs. 17%), and DOOH (28% vs. 19%). These top performers also invested in connected intelligence last year — data, personalization, creativity and orchestration.” #programmatic #data #personalization #marketers #creativity #orchestration

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