Lisa Utzschneider

The recently released IAB Digital Out of Home (DOOH) & In-Store Retail Media Playbook offers an in-depth look at how brands and retailers are collaborating to deliver an omnichannel consumer experience and implement closed-loop measurement. See the playbook to learn about: - Merchandising and In-Store Shopper Marketing - Consumer-Centric Strategies in Retail Media Advanced Measurement and Optimization - In-Store Venues and Zones Download the playbook now: https://bit.ly/3yZDH7O

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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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With cookies disappearing, advertisers are exploring new approaches. In fact, programmatic growth is expected to outpace nonprogrammatic, as advertisers focus strategies on first-party data and invest more in closed ecosystems like walled gardens. Download the Programmatic Ad Spending Forecast H1 2024 from eMarketer to: ✅ Understand the impact of cookie deprecation on transaction methods and devices ✅ Discover why advertisers are turning to walled gardens and how this will affect advertising across the open web ✅ Learn what’s next for Google’s Privacy Sandbox, smaller advertisers, and 2024 TV upfronts trends Grab your copy now: https://lnkd.in/dX6D8FSz

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Transform or Be Left Behind! In an opinion piece for AdExchanger, Broadsheet Client Bob Walczak, CEO of MadTech, emphasized the urgent need for businesses to invest in their transformation. "Rather than try to purchase your way into the future, organizations need to explore transformation from an accounting sense." As the advertising industry pivots away from third-party to first-party data, Bob sees this as the opportunity for businesses to retool and approach transformation through corporate accounting.  Read more here: https://lnkd.in/dFCE-hdU  #BroadsheetPR #ClientNews #adtech

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Why should political buyers warm up to CTV this season? Magnite's Head of Political Demand Erik Brydges spoke to AdExchanger about how political buyers are effectively using programmatic and ACR data.

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NEW IAB REPORT: Connected TV (CTV) Ad Format Landscape: How Standardization Can Drive Programmatic Growth and Innovation 📲 https://okt.to/xCgsr1 As #CTV viewership and ad spending soar, it’s clear that the lack of standardization across platforms is stifling the industry’s potential. IAB’s new report explores how innovation in immersive, interactive ads can improve the experience for both advertisers and viewers, fostering a mutually beneficial ecosystem, and offers a comprehensive overview of established and emerging CTV ad formats while highlighting the urgent need for #standardization.

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Is your media measurement all grown up? 🌱 Take LiveRamp's quick 5-minute assessment to find out where your strategy stands—and unlock tips that’ll help you boost ROAS, engage your audience, and fill in the gaps.https://https://lnkd.in/dgpP5Rwg

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Sign up now for our webinar on June 5th on the exciting developments in leveraging first party data using LiveRamp to achieve stronger ROI.

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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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Amen David Nyurenberg! Amen! "It is time to evolve beyond the addiction to addressable targeting and deterministic attribution, driven not by fear and doubt but by a commitment to rediscover how the empirically proven fundamentals of marketing effectiveness can be applied to the digital media era." This is exactly how we view the needs of the market and the direction the industry must go if we want to offer real value to brands, consumers, publishers, and everything in between. https://lnkd.in/evNqwWim

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A smart move by Colgate-Palmolive. It's not that people don't want to share any of their data - they want a fair exchange of value in return (and they want to be the ones to make the decision, not the other way around). “We’re not collecting data just to have it. It’s important that there’s a reason behind everything we collect – a value proposition.” #FirstPartyData #DigitalMarketing

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Love this short piece of James Rooke's address at the Future of TV in the UK. We're big fans of multi screen TV at Adgile, because as James says, Television works at every level of the "funnel" - from Awareness (Brand) to Conversion (Performance). Every "Brand" study in the last 25 years has demonstrated TV's power at the top of the funnel - but it's not an either or. To play in the performance space, though, you have to match the platforms for speed. To paraphrase "The truth is on our side, but if it's too slow it doesn't matter" That's where we come in. At Adgile, we're delivering metrics that prove digital and linear TV advertising works, in real time, at a granular level (so you can optimise your inputs in flight). The Power of Premium Video, with the simplification of platform reporting, delivered at speed ... to drive your business outcomes #FutureOfTV #Adgile #MultiScreenTV #Advertising #Marketing #BrandAwareness #PerformanceMarketing Craig Service Shaun Lohman Stu Carr

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Out Now: In-Store Retail Media: Current Utilization, Challenges, Measurement and Future Innovations 📊 Released by IAB and Path to Purchase Institute, this white paper provides insights on how retailers and brands can navigate the complexities of in-store digital media to create meaningful, impactful experiences for their customers. Download now: https://okt.to/HOybPZ #RetailMedia #Measurement #InStore

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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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The IAB Predicts Social Video Will Overtake CTV This Year. Social video “is taking more of a lead over CTV” because it provides better campaign reporting based on an advertiser’s preferred business outcomes, a capability that CTV lacks in comparison. Marketers are under pressure to justify their investments by connecting their ads to results, which is why they’re raising investments in social video more than CTV this year. But in my experience while attribution remains the king, we need to think about incrementality. https://lnkd.in/dYze9K-3

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What's really behind the sell-side curation craze? 🧐 AdExchanger’s Anthony Vargas spoke with Permutive co-founder and CEO Joe Root to better understand the programmatic market dynamics driving the intense interest in curation: 🔎 Why are CPMs and CPAs going up while performance is going down? 🔎 How should publications approach their curation GTM? 🔎 Does curation enable supply-path optimization? 🔎 Is a DSP backlash coming?  🔎 Is the open web still a viable concept? Answers to these questions and more ➡️ https://lnkd.in/eXW6gE-v

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Excellent listen on the AdTechGod (™) pod with Catherine Perloff. A good glimpse into a bunch of topics from this year and into next: consolidation, shortening the supply chain, transparency, fraud, the role and impact of walled gardens, challenges creators are facing, and the influence of AI in journalism. Great to hear from the journalist perspective who can drill down clearly to the big key takeaways.

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In an industry where scale and data-driven insights are paramount, a Roku acquisition could be a transformative move for any suitor, offering strategic leverage in the competitive landscape of connected TV and advanced advertising. Let the WalMart acquisition of VIZIO illustrate that retailers/marketers are working very hard to bolster first-party data, and by further integrating its retail ecosystem with streaming, its a winning strategy. #cannellamedia

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