Gina Waldhorn

As #thirdparty cookies near deprecation, ad tech companies are innovating to build audiences for media buyers. #Sellside curation is emerging as a key trend, where #firstparty customer data from buyers is matched with publishers' first-party audience data to create private marketplaces (#PMPs). This shift changes the traditional roles of #DSPs, #SSPs, and #DMPs, leading to new dynamics in the #programmatic ecosystem. Key Highlights: ✅ SSP Curation: SSPs now leverage first-party data from publishers, enabling large-scale activation of second- and third-party audiences without third-party cookies. ✅ Data Marketplaces: SSPs are partnering with third-party data providers to enhance audience matching, creating new data marketplaces. ✅ Real-Time Reporting: SSPs offer real-time data matching and reporting, improving transparency and efficiency. ✅ Flexibility and Control: Sell-side curation provides advertisers with more flexibility and control over audience identifiers, bypassing DSP limitations. ✅ Industry Impact: The evolving landscape is creating new opportunities and tensions, as SSPs gain prominence and DSPs adjust to reduced control. As the ad tech industry adapts to the loss of third-party cookies, sell-side curation is transforming how audiences are built and targeted, paving the way for a more connected and efficient advertising ecosystem. #sellsidecuration #programmatic #advertising

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A compelling argument for the importance of experiments and the use of Bayesian modeling. The objection/notion of isolated, walled garden experiments is slowly becoming obsolete. As advertisers increasingly leverage open-source or proprietary geo/user-based experimentation on their own internal metrics, the need for incrementality testing as the gold standard for establishing media causality becomes undeniable. Incorporating experimental data into a Bayesian framework should enable more accurate and actionable insights in this regard.

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I really enjoyed this Mi3 podcast episode featuring Toby Harrison and Dan Krigstein discussing their new research, "The Influence Code." They are critical of modern marketing, identifying declining effectiveness as the inevitable result of an overreliance on narrow metrics and a misunderstanding of influence. Toby and Dan propose a new framework based on a more nuanced understanding of influence, which includes information, authority, community, and affinity. They unpack the idea in the context of actual consumer behavior and societal trends. https://lnkd.in/eAEFJD_T

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Ad-measurement legend Bill Harvey summarized leading case studies from the Advertising Research Foundation (ARF) Marketing Analytics Accelerator. These cases reinforce that advertising is justified with Outcomes. And advertising Outcomes take a big leap forward when AI expands the foundation of high quality Ground Truth data. AI without real Ground Truth is No Truth. - Nielsen & IPG Mediabrands: Big-data TV measurement is inaccurate without human ground truth, so a hybrid is necessary to manage to Outcomes. - Mars & Realeyes - Vision AI: Human data, extended with AI, enables every ad to be measured to predict Sales Outcomes. - HexClad Cookware & Prescient AI :AI roots out the biases of conventional attribution models to better predict Sales Outcomes. - in4mation insights & John Fix: AI expands understanding of latent Outcomes that otherwise go undetectable. cc: Kristin Vento, Adam Isselbacher, Johanna Welch, Michael True, Cameron Bush, Steve Cohen, John Fix, Alice K. Sylvester, Jim Spaeth, Andy Fisher

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Programmatic is problematic---> Precision targeted, cost efficiency, real-time optimization? What well-raised marketer wouldn’t hitch their wagon to that runaway train of goodness? Find out here: https://lnkd.in/enva2NVf #marketingtips #marketingagency #integratedmarketing #aimhigher

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"Warner Bros. Discovery saw TV advertising fall 13% in the third quarter of 2023, to $1.71 billion. Paramount Global registered a 14% dip in the same category, to the same figure, while NBCU logged a decline of 8.4% to $1.91 billion. Disney noted “a decrease in advertising revenue” at ABC and its local TV stations and “a modest increase in advertising revenue” at ESPN and around its other sports programming. Even Fox, which relies more directly on sports, saw its overall ad revenue fall by 1.6%. These results challenge the conventional wisdom that TV advertising will grow even with declining ratings because major advertisers can’t resist the power of the medium’s mass-market reach. Many observers were surprised to see the double-digit drops at Paramount Global and WB Discovery, both of which are heavily dependent on big bucks from ads to bolster the bottom line." by Brian Steinberg https://lnkd.in/gzdhFfTF

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One of the most common questions I am asked by CMOs is "...how do we integrate adtech and martech so that we can present an AI experience using targeting data from both platforms?" Below is The AICX Institute's methodology for driving a fully integrated AICX, the AI-powered Customer Experience. The convergence layer key integration points are: 1) the CDP 2) the Data Warehouse and surrounding ecosystem (pre-CDP data flows) 3) the AI Predictive Environment (data science) 4) Ad Revenue Management (ARM) 5) BI Platform. Data integration is the key to providing the nextgen AI experience for your brand. Stay ahead of the AI personalization wars, join The AICX Institute, it's free: https://lnkd.in/g86MhJyY aicxinstitute.com #ai #martech #adtech #personalization #AICX #data #cdp

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Thanks for raising the issues again Finn. One clear problem is that unfortunately too many researchers confuse making surveys or qual response less stressful with gamification. For a decade I've heard a lot about the latter Nd how we can learn from the gaming market. In reality the industry too often thinks adding characters or more fun answer options or the " chance to win if you complete the fun tasks" as gamification. It's not. Go look at successful games, from angry birds to world of warcraft. They create worlds where the player is there for the game, the data collected is huge but indirect. The last few years I've spent more time with esports and gaming companies. Companies that create "gamification" that people pay to play. When was the last time a market researcher was paid by respondents so they could play ? When was the last time market researchers paid gaming companies to develop ways to get the answers we seek inside their games ( and yes I know smarter MR people ate starting to use in game social like Discord)?. It's a big subject .. more dis ussion needed.thanks again for reminding us

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CMO Council recently provided a report listing their CMO Intentions for next year: EXPECTATIONS - Top Line Revenue Growth - Operational Efficiency / Reduced Cost - AI-Driven Efficiencies - Brand & Customer Value Creation - Higher Sales Conversion IMPROVED MARKETING OPERATIONS - Improving ROI & Demonstrating Attribution - Functional Alignment & Execution across Organization - Customer Insights & Intelligence to Drive Action - Management & Optimization of MarTech - Digital Skills, Talent & Deployment As an Agency leader, CMO's are sharing with you what they want and need, how will you respond?

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Adtech M&A is certainly heating up. Last week Digiday reported that Teads is exploring various sale options. This kind of news piques our Quo Vadis curiosity. So we did our best to puzzle together a fundamental valuation model. As imperfect as it may be, our model tells us that $2.2 billion is close to the magic number. Get the details and see how we get there: https://lnkd.in/ee6wEyXM Subscribe to Quo Vadis to follow this very interesting adtech valuation story! #adtech #programmatic #radicaltransparency

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Gartner reports that marketing budgets are falling and most CMOs are banking on AI saving the day. But what are marketers giving up when they join this race to the bottom? Of course, we cannot lose sight of the transactional part of the funnel, but at some point you have to give people more than a rational reason to engage with a brand at the risk of commoditization. At @Firehouse, our approach has been to lean in even further into what we do best — strategy and creative — while sacrificing our media-buying department. We don’t need to handle all a big client’s business. We have to bring our care, thought, and creativity into every campaign, even the ones that go up one minute and disappear the next. I am not opposed to using AI. It’s about finding the right balance. Developing people’s affinity with a brand for long-term loyalty is the job of a good creative agency and precisely what AI doesn’t do well. Creativity and efficiency can be complementary. Just don’t hand over all your power and responsibility to the tool. #AI #machinelearning #Firehouse #creativity #agencies #marketing #advertising #efficiency

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Marketing Budgets: A 2024 Reality Check Based on a survey of 395 CMOs, marketing budgets now make up just 7.7% of overall company revenues on average in 2024. 📉 That's a notable drop from 9.1% in 2023. For context, pre-pandemic averages were around 11%. Ouch. What's getting cut? - Marketing technology - Labor - Agencies Not surprisingly, 64% of marketing leaders feel they lack the resources to carry out their 2024 strategies effectively. What's staying in? - Paid media—it makes up just under 28% of most marketing budgets. - Within paid media, 57.1% of budgets are going towards digital media like search, social media advertising, and display ads, compared to 54.9% in 2023. These numbers paint a clear picture of shifting priorities and the challenges ahead. What do you think about these trends? Share your thoughts and let's discuss how the marketing landscape is evolving! #Marketing #BudgetCuts #DigitalMedia #CMO #MarketingTrends #2024Strategy #seo #sem #adwords #socialmedia #digitalmarketing #marketingbudget #advertising

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Check out this AdExchanger piece by TrueData's own David Berman! Learn about factors impacting data collection across the internet that you should pay attention to and strike a balance between accuracy and scale to reach your audience effectively. https://lnkd.in/gDmdRiRB

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Can you truly afford to let whims and click data dictate your ad spend? It's time to treat advertising as the major investment it is. At Ipsos, we'll show you how to build a solid business case for creative effectiveness and insights-driven ad strategies that maximize ROI. Stop gambling your budgets on hunches - start justifying every ad dollar through proven consumer intelligence. Are you ready to confidently invest in advertising that delivers unbeatable returns? Click here to access our “Follow the Money” report: https://lnkd.in/gnfJe2Bi #AdvertisingROI #Ipsos

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What a wonderful podcast for attribution fans. Fantastic content from Ron Jacobson and great to hear about how Rockerbox are offering great attribution practice and technology for the market. Some months ago Ron and I had a, let's say robust debate on the merits of MTA. listening to this I still dint think we align but some of that will be down to precise definitions, semantics and use cases. Whilst I dont believe in the merits of what I perceived as MTA what Ron describes is definitely compelling. That being said its clear we agree more than we disagree. Attribution is so important and I really like the approach taken here. It's also amazing to see a company succeed on attribution, not an easy task history shows. I particularly love the idea of triangulation of different methodologies to be able to evaluate media. A lot of details I am sure on thus concept, it's what I call a multi discipline framework (triangulation is snappier).

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What we've learned about brand podcasts in this first ever benchmark report for branded podcasts.

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