Giancarlo Maniaci

AdAttributionKit: Unpacking Apple’s new ad attribution framework AAK unifies Apple’s various advertising attribution frameworks under a single umbrella product name and extends SKAdNetwork in meaningful ways, including with support for re-engagement and alternative app marketplaces. These are substantive improvements. But impediments to adoption remain: IP-based attribution is still widely viewed as a suitable alternative to Apple’s native iOS attribution framework, meaning that platform tools like Conversion APIs will take adoption priority.

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In today’s Marketecture newsletter, in the context of the recent attention directed at the business model of Honey, the POS coupon surfacing service, Ari Paparo asks whether CMOs should be intimately familiar with the machinations of their marketing channels. My response is that they absolutely should — that understanding where budget is deployed and how those recipient channels deliver value is the essence of the CMO role. I don’t think there’s any level of altitude, or any scale of operational complexity, that absolves a CMO of that obligation. But this doesn’t necessitate that a CMO fundamentally understand the business model of Honey (or any other affiliate-like channel) specifically. Rather, it entails instilling a culture of disciplined analytical rigor within the organization. A CMO can be completely unaware of Honey’s commercial model while still demanding that the marketing team test it (and every other channel) for incremental impact.

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Turn one event into 2.8+ million impressions? New case study w/ Vin Matano 🐝 and Demandbase out now! - Follow our DICE framework to maximize your event ROI so you don’t have to roll the dice with in-person content. D-esign I-deate C-apture E-dit - DESIGN your event content plan before the event. Factor the RSVP list, influencer partners, and key marketing messaging before the start time. This will inform the topic selection and shot planning during the event. The more homework you do upfront, the easier it is to hit a home run at the event. IDEATE on content topics and thoroughly prepare. Be intentional and formulate a concrete shooting plan. This can include video topics, storyboarding, branding, and questions for the participants. You want to focus primarily on execution during the event, so it’s key to get the preparation in order. CAPTURE your event in a versatile manner. Now that you have your content plan, you can focus on 1) DOCUMENTING the event and 2) CREATING original content at the event. You want a fair balance of both so you can produce versatile videos (short form, interviews, hype video, recap, long form) with original b-roll. EDIT your raw assets into usable content. Think carefully about how you want to distribute the content. Fast-paced short form is great for organic social while more cinematic shots can serve as promotional reel for future events and sponsor activation. DO NOT post anything raw. Create with audience enjoyment top of mind. - Watch the full video for a detailed breakdown. Hosting an event and interested in turning it into a content factory? Hit up EventShark 🦈

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What are your thoughts on the future of collectibles? 🔮 At Fanatics Fest, thousands of sports fans were introduced to collecting for the first time. Here's a quick video with my thoughts on how collectible products are going to evolve. What do you think is the most exciting thing that will happen in collectibles in the next few years? Share in the comments below. ⬇ #thehobby #whodoyoucollect #sportscards #topps #paniniamerica #panini #basketballcards #tradingcards #baseballcards #nba #footballcards #psa #rookiecard #mlb #nfl #cardcollector #rookie #baseball #autograph #upperdeck #cards #basketball #football #sports #sportscardsforsale #cardcollection #collect #nbacards #sportscardscollector #rookiecards #HobbyShop #HobbyTrends #HobbyBusiness #SmallBusiness #RetailTrends #RetailBusiness  #alternativeassets #fanatics  #sportstech  #nhl #mls #collectibles #collecttech #cardshow #innovation #pokemon  #magicthegathering #ecommerce #retailtech #pos #square #shopify #clover #ecommerce #marketing #business #digitalmarketing #ecommercebusiness #entrepreneur #onlineshopping #website #seo #webdesign #b #marketingdigital #socialmedia #onlinebusiness #fashion #branding #shopify #smallbusiness #socialmediamarketing #webdevelopment #online #amazon #shopping #onlinestore #onlineshop #design #instagram #ecommercewebsite #wordpress #dropshipping

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A killer blueprint for how to maximize value on premium domains. Friend.com founder @AviSchiffmann recouping his $1.8M investment in less than a week? I’d call that a win! 🏆 #domains #branding #growthhacking

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💼🚀Invest in Newsmax Today!🌟 Now’s your chance to invest in Newsmax Media, Inc.! The SEC requires investors to be Accredited Investors, and you can qualify with one of the following: 1️⃣ Income of $200,000+ in previous two years ($300,000 for joint income)   2️⃣ Have a net worth of over $1 million Invest now to be part of this fast-growing news network! 📈 Get qualified and join the future of news today! 👇 https://lnkd.in/eiKFAGH5 #Newsmax #GoingPublic #InvestmentOpportunity #IPO #NewsIndustry #BusinessUpdate #FinancialGrowth #InvestInNewsmax #PublicListing #InvestorNews This is a paid advertisement for Newsmax’s Regulation D Offering. Additional information on the company and risk factors related to the offering can be found in the offering circular.

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If anyone is in North County San Diego, on Thursday May 2nd, we will be hosting a tech entrepreneur and investor meet up at 5:30pm. We’ll have a couple speakers, one of which is a fin-tech start-up raising a round, followed up by a presentation on the state of the stock & crypto market. We host these events quarterly and usually get a lot of founders and investors to attend. If anyone is interested, please message me and I can send you the details. LaunchPad San Diego #startups #startupincubator #entrepreneur #investing #crypto #meetup

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For media tech SaaS startups, strategic capital expenditure (CAPEX) planning over 5 years is crucial for long-term growth and sustainability. Here's a breakdown to guide your financial roadmap: 🔹 Infrastructure Investments: Prioritize scalability with services like AWS or Google Cloud to handle future growth without a hefty upfront cost. 🔹 Product Development: Plan for annual upgrades to stay ahead of the curve and enhance user experience (UX). 🔹 Tech Stack & Integration: Budget for integrating AI/ML tools, analytics platforms, and third-party APIs to enhance your product's functionality. 🔹 Talent Acquisition: Hiring top tech talent is key—skilled teams drive innovation and product success. 🔹 Compliance & Licensing: Plan for compliance-related CAPEX, including licensing fees, data protection protocols, and IP management. With smart CAPEX allocation, media tech SaaS startups can stay competitive, deliver consistent value, and position themselves for long-term success. Plan now to grow tomorrow! 📈 #SaaS #MediaTech #StartupGrowth #CAPEX #Innovation #TechStartups

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It can take 2-3 months just to get approval to run ads for RMG operators. That’s before you even think about testing, scaling, or optimizing campaigns. It’s frustrating, it’s slow, and it’s filled with red tape. But having someone on your side who knows the ins and outs of this process is everything. Here’s what it actually looks like when you’re trying to launch a campaign in this space: Month 1: Compliance Checks & Waiting Around You’ve filled out every form, submitted all your documents, and followed every rule in the book. Now you wait. And wait. If you’re lucky, you’ll get feedback from Meta or Google saying you missed some tiny detail. If not, your account just sits in “review” for weeks. Month 2: Maybe Some Progress...Maybe Not If you get approved on one platform—great! But don’t get too comfortable. You might find out that the ad creative isn’t compliant or your landing page needs tweaks. Best case? We launch a small campaign to test the waters. Worst case? We’re still going back and forth. Month 3: Finally, Some Traction! By now, we’re hopefully live on one or two platforms. But instead of blasting out your full budget, we need to scale cautiously. Spend too fast, and you risk getting flagged. Plus, the data we collect in these early stages is crucial for optimizing the long-term strategy. Here's why it's worth it: Most agencies rush in, set up a campaign, and are shocked when approvals don’t come through. They’re not built to handle the waiting, the compliance setbacks, or the constant pivoting. But we’ve done this before. We know how to navigate every roadblock and keep things moving. Because at the end of those 2-3 months, when everything’s finally dialed in, you’re not just live—you’re set up to scale. 🔥

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A marketing measurement perspective that I don't see represented often is that, for a substantial proportion of advertisers, last-click really is optimal. If a fairly new mobile app with low TAM penetration scales exclusively on Facebook, how much actionable insight is gained by introducing complex measurement machinery? While I'm certainly guilty of advocating it, the viewpoint that more sophisticated measurement infrastructure is always better strikes me as overly generalized. In certain contexts, orchestrating experiments or building, tuning, and deploying probabilistic models probably won't meaningfully impact advertising efficiency. And in those specific (again: not all!) contexts, with limited data and a homogenous (possibly, single-channel) channel mix, reducing interpretability and overhead might do more harm than good. Creating complexity where last-click may perform just as well as an ensemble of methodologies doesn't actually optimize the bias/variance tradeoff -- it may not reduce bias sufficiently to compensate for a large increase in variance.

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Powerful and Memorable AdMeteorite.com.com Premium Domain, Available for Buy Now and Lease https://admeteorite.com/ Boost Your Reach with Ad Meteorite! 🚀💡 Effortlessly launch high-impact ad campaigns that hit the mark. With Ad Meteorite, you can: ✅ Plan smarter strategies 📊 ✅ Launch campaigns in seconds ⏱️ ✅ Analyze real-time performance 📈 Perfect for: E-commerce: Drive traffic & boost sales 🛒💥 Tech Startups: Gain visibility fast 💻⚡ Real Estate: Showcase listings like never before 🏡✨ Hospitality: Attract more guests to your door 🏨🌍 Education: Grow enrollment with targeted outreach 🎓🎯 🌟 Ad Meteorite: Precision. Power. Results. Try it now! 💥 #Domainforsale #Ad #Meteorite #Ecommerce #Finance #Tech #Startups #Real Estate #Hospitality #Technology #Power #Marketing #Education #DigitalAssets #Brands #Future

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The Secret Weapon Advertisers Overlook: APIs Ever feel like you’re never going to hit your target acquisition cost? APIs might sound intimidating, but they can be the game-changer advertisers need. Here’s how: • Filter data to focus only on paying for what’s more likely to convert. • Enable affiliates to craft better traffic distribution strategies (and make more money). • Speed up decisions with real-time, data-driven insights to maximize your ROI. It’s not just about streamlining processes—it’s about transforming how you approach results. So, advertisers, what’s holding you back from exploring APIs? If you are ready to have that conversation I’m an open book. APIs aren’t scary—they’re smart.

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Amazon Is Shutting Down Freevee Amazon is shutting down Freevee, its free, ad-supported video streaming service, which was launched under the  IMDb brand five years ago. Content will be absorbed under Prime Video & Amazon MGM Studios brand. Freevee will offer free content to non-Prime users in the U.S., U.K., Germany, and Austria under Prime Video's "Watch for Free" umbrella. Amazon's Prime Video ad launch in January sparked speculation about mothballing Freevee, despite previously denying a report of its shutdown in Q2 2024. Is anyone surprised? If you are, then you need help understanding Amazon. Amazon wants to utilize every space available for advertising. Freevee was an easy way to grow Amazon Prime Video membership by offering free content to customers who were initially unwilling to pay for Prime Video. Secondly, over the past year, Amazon has invested in live sports such as the National Football League (NFL) on Thursday, the National Basketball Association (NBA) and the WNBA (Women's National Basketball Association), National Hockey League (NHL),  Major League Soccer, and NASCAR in 2025, and the National Women's Soccer League (NWSL), which will draw audiences who will pay for content. #FreeveeFarewell #PrimeVideoTakeover #AmazonKillsFreevee #RIPFreevee #FreeveeGoneButNotForgotten #PrimeVideoEvolution #WatchForFreeRevolution #AmazonAdsEverywhere #FreeveeMemories #PrimeVideoMonopoly

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Advertisers accept ad tech vendors’ use of fingerprinting — and the misguided characterization of it as “probabilistic attribution” — to their peril. These methods are not future-proofed, but more than that, they mask the broader trend of user-level attribution ultimately, eventually being impossible. Advertisers should be adapting to an increasingly restrictive privacy environment with system-level changes. Not only does simply swapping deterministic identifiers with fingerprints introduce measurement imprecision / risk, it delays the inevitable, which is a wholesale transition to econometric ad measurement. Even genuine probabilistic methods shouldn’t be seen to facilitate user-level attribution. That’s a dead end. Advertisers should accept that, absent persistent deterministic identifiers, their measurement infrastructure should seek to answer three questions: 1. What’s the optimal level of ad spend? 2. What’s the optimal distribution of ad spend across historical channels? 3. Does my spend on any given channel deliver incrementally additive revenue? This — and the introduction of new channels — requires moderated, systematic experimentation. There is no “bottoms-up” methodology that can provide guidance. Advertisers should seek to achieve platform-level ad spend efficiency and maximize revenue using first-party data through personalization. It’s not just that fingerprinting isn’t reliable — what fingerprinting attempts to deliver, which is user-level attribution, isn’t possible as privacy interventions reduce the availability of deterministic identity.

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Fintech companies are increasingly tapping into their transaction data to power ad platforms, with PayPal being the latest to jump into the game.  Dr. Mark Grether, who previously led Uber’s billion-dollar ad business, announced that PayPal Ads is set to launch in time for Black Friday. Leveraging data from over 400 million PayPal users, 90 million Venmo users and the 225 billion transactions processed by its merchants, PayPal’s new ad network will allow advertisers to target their ideal clients more precisely and to measure conversions more effectively by handling the whole customer journey, from seeing an ad for a product to paying for it. Initially, ads will run PayPal owned properties such as PayPal, Venmo and Honey. However, starting next year, PayPal Ads will expand to its network of more than 30 millions merchants. Fintechs like Klarna and Revolut are also developing their own ad network to capitalize on their transactions data. Modeled after Retail Media Networks (RMN) that have emerged from retail giants Walmart and Amazon, that allow anyone to display ads in their marketplace and leverage their transactions data, the industry calls those ad networks launched by financial firms Financial Media Networks (FMNs). According to emarketer, ad spend on these networks will quadruple in the next two years on those networks to reach 1.5 billion USD in 2026. This rising importance of fintech data in advertising is driven by the decline of third-party cookies, increased privacy regulations around the world and limitations imposed by private platforms such as Apple that makes it harder for advertisers to track users online. Tech entrepreneur James Borow summarized this shift from behavioural ad networks like Google and Facebook to ad networks powered by transaction data in a recent post on X: “Payments are the new cookies (no matter what Google says about them) and Shopify has one of the best hands to play in ads as a result.“ Companies that have access to transaction data indeed have an increasing competitive edge in targeting consumers. Amazon, with $46.9 billion in ad revenue in 2023, is a good example. Shopify, whose e-commerce and payment platform power no less than 4 millions online stores, keep refining its ad network called Shopify Audiences and recently started allowing advertisers to exclude current customers from their campaigns’ target audiences. As someone who launched a fintech relying on transaction data to recommend financial products, I’ve been expecting this shift for a while. Companies with logged-in users and transaction histories hold a powerful advantage. PayPal, Klarna, Shopify and Revolut are just the beginning, and I would be surprised if the likes of Stripe or Adyen didn’t launch an ad network of their own at some point. This story was initially published in this week’s issue of Global Fintech Insider. To read the newsletter in full, click the link in the comments.

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