Jeff L. Herrmann

Google 🍪 announcement + Oracle 💰 settlement signal a shift to Consumer-centric advertising. The recent #adtech developments at #Google and #Oracle may seem disconnected at first, but they signify a significant shift towards consumer-centric advertising. Alongside Apple, these tech giants are embracing privacy concerns and strategically repositioning themselves by prioritizing consumers. This move aims to reduce risks and drive growth by empowering consumers, advocates, and next-gen companies to innovate new approaches in place of legacy adtech. The ripple effect is evident, with companies like Amazon and Meta expected to follow suit to mitigate the legal and financial risks highlighted in the coverage of Oracle's recent settlement. I transitioned from retail and ecommerce to adtech two decades ago with a vision to revolutionize advertising by attacking the inefficiencies of offline methods adopted in the digital realm. Seemed like an easy fix but it turned out to be a long slog. I also saw the inherent risk from cookies that hold adtech together to this day. Now it seems the consumer is finally getting a seat at the advertising table, and they don't like cookies or spam. For advertising and publishing businesses, the time is ripe to pivot towards alternative strategies in alignment with this evolving landscape. Seeking expert guidance to navigate these transformations could be the key to staying ahead in this dynamic environment. DM me for a chat or simply to chew the fat :) Google announcement - https://lnkd.in/gu9a-wba Oracle coverage- https://lnkd.in/gA9H-Fey My take from 2013 - https://lnkd.in/gB8QCjF

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Amid signal loss and increased privacy regulations, LiveRamp and the Albertsons Media Collective are delving into the possibilities of data collaboration to enhance activation, measurement, and insights across key channels. Read the blog to learn more about our efforts to create a connected ecosystem that enables brands and their collaborators to extract even more valuable insights from their data: https://lnkd.in/dbZaHqPE

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Your digital advertising just got a privacy reboot 🔒 Discover how data clean rooms enable brands and publishers to securely collaborate on audience insights while protecting customer data. LiveRamp's new guide explores 12 ways that top marketers: ✨ Build richer profiles from data locked in silos 🎯 Optimize targeting and frequency across walled gardens 📊 Measure granular ROAS and incrementality metrics Learn how smart marketers are turning signal loss into business wins: https://lnkd.in/d-xFJP_q #datacollaboration #dataprivacy #measurement

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Dive into Verizon's Q1 Earnings & 5G Future! 🚀 Wireless growth vs. declining EPS. What's next? Can Verizon turn the tide? Discover the insights & risks of Verizon's 5G gamble. READ MORE 👉 https://lnkd.in/g5MbfNjm $VZ #Verizon #5G #TechInvesting

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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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📺 TV advertising has evolved dramatically, shifting from age-and-gender targeting to advanced audience-based buying. Alison Levin, NBCUniversal’s president of advertising and partnerships, discusses this transformation on the latest AdExchanger Talks episode. Discover how advanced targeting improves ad relevance over traditional demo-based methods. Tune in to hear more!🎧

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Why is video the future of #B2B marketing? 📈 Merkle's Sonya Hand and other execs reveal how video is helping brands break through the noise and connect with decision-makers in new ways. Explore the full discussion in The Drum: https://bit.ly/3XdzgPf

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I am delighted to share an enlightening article from Insight250 CEO Crispin Beale on the insight trends beyond AI. AI is dominating our conversation at the moment, so it is useful to remember the real issues that are impacting on our industry and effecting clients' businesses. I was particularly pleased to see Sir Martin Sorrell's perspective on the vital importance of measurement. At a time when CMOs are under increasing pressure to measure the impact of activity, the traditional metrics we have used for decades, like Share of Voice and Media Reach are eroding in their usefulness. When Crispin contacted me, I shared with him a Google Trend chart on search for Share of Voice (SOV) versus Share of Experience (SOE) - which he has kindly included - and was interested to see how SOE has been growing in popularity. Back in 2014 Keith Weed (CMO, Unilever at the time), wrote in an HBR article with other colleagues "we believe that the most important marketing metric will soon change from "share of wallet" or "share of voice" to "share of experience."" We are finding Share of Experience to be a superhero metric that has an extremely strong correlation with market share, and is helping clients to shine a light on how present their brand is in a real world context. I would love to hear more about marketing metric challenges that people are facing and the solutions that are helping them to address these. Brian Jacobs Karen Fraser MBE Renee Wynn Dana DiGregorio Clare Lawson Karen Nelson-Field PhD Jet Cooke David VanderWaal Pete Markey You are all people who's views I value enormously! #marketingmetrics #ShareofExperience #SOE #marketingeffectiveness

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Explore the #FutureTitansofAdvertising! The team at MediaRadar, specializing in research and analytics, has meticulously examined brand, media, and creative strategies across more than 30 channels, covering upwards of 95% of media expenditure in the U.S. These insights into the trends and strategies molding the future of advertising are too valuable to overlook. Dive in here: https://gag.gl/yQneuf

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From a more simplified buying experience for advertisers to better viewer experiences for consumers, leaders at Comcast Advertising make six predictions about multiscreen TV's ongoing evolution. - Via Ad Age #FreeWheelEmp https://bit.ly/4gxeAK9

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Retail is not just about "experiences" in 2024—it's about connected experiences, says #RetailMediaSummit keynote Jessica Hendrix, EVP and CMO of Hy-Vee, Inc.. And that's where #retailmedia comes in—expanding the relationship between shopper and retailer to also include brand advertisers. As a regional chain, Hy-Vee has always been deeply integrated into communities, offering regional insights beyond national chains. Demonstrating the evolution of experiences, Hy-Vee has installed food courts in stores (inspired by Eataly)—Chinese, Italian, and American fare. Shoppers have shown time and again they will spend more money at a location if they connect to the experience. Capturing shopper attention is harder than ever, but delivering relevancy is about diving deeper into the shopper data—beyond demos to psychographics and behaviors. Also, kid influence is much stronger now with parent shoppers than in the past. But there are challenges in measuring relevance—what did the shopper communicate all the way to the register? Biggest trends for the next 12 months: • In-store media will become more important. • Brands/agencies will build centers of excellence to maximize their retail media spend/campaigns. • Value of 1st-party data will continue to evolve. And the big question going forward: how will AI fit more specifically into #retailmedia? How will it become integrated into our needs? Path to Purchase Institute

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Virtual assistants should resonate with your target audience, build trust, and deliver exceptional customer experiences. Check out highlights from a recent Ipsos study on AI vs human support in this @Retail Today article featuring @Stephanie Bannos-Ryback: https://lnkd.in/eWzqPArC #Ipsos #CustomerExperience #AI

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Are you missing out on crucial ad spending trends? Learn how to leverage competitive advertising intelligence to make informed decisions and outmanoeuvre competitors. Explore insights on timing and market dynamics in Nielsen’s latest article: https://bit.ly/4d753IN.

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I thought this was a great example of how advertising goals can align with culture and impact. Transformative approaches to leadership need to be in alignment with other strategies, and with leadership and data being so tightly intertwined, it makes sense that forward-thinking businesses are thinking about advertising in the context of their long-term organizational goals. #Culture #Advertising #Leadership

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"The real power of #AI isn’t replacing humans—it’s supercharging humans," says Merkle’s Global President Pete Stein. Read how this emerging tech is providing businesses with better insights and #CX in Forbes: https://bit.ly/3ORBxvE

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How often do you leverage old-school approaches like direct buying, contextual advertising, and brand lift studies? See why legacy strategies like these are making a comeback as advertisers adapt to signal loss 👇 #DigitalAdvertising #Adtech

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#shifthappens. A lot. And very often. And now publishers can see it live & direct when using our unic Sense plaftform! The Independent put search at the core of their strategy and they are right! If you are a publisher in my network and want to know more about Sense outputs and capabilities, reach out to Pascal, Jean-Baptiste or myself, don’t be shy, we’re here to show you the magic. #captify #cookielessnow #searchintelligence #buildingaudiences #leadwithintent

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The Forrester B2B Marketing and Sales Data Strategy Model and Process have been redesigned to better meet the demands of B2B #DataQuality improvement while your business remains in motion. Changing the tires on a moving car...and other impossible things.

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Let us help you with your thought leadership content efforts. Learn how research can be used effectively for this purpose.

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