Loren Wilson

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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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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If the ads you're seeing on your various CTV channels are feeling a tad too personal, chances are that's more of a coincidence than truly hyper-precision targeting. Nevertheless, it's an opportunity to discuss advertising experience and the concept of personal vs collective/communal advertising (a really interesting challenge for a mass medium to consider!). I spoke to Mark Stenberg and ADWEEK about that fine line between creepy and effective . #advertising #targeting #ctv #experience https://lnkd.in/eK9X67MK

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Oh, Tom Triscari, bless your heart for reducing the adtech dumpster fire to "it is what it is." That’s like saying, “The Titanic is sinking, but hey, it’s what ships do.” You’re absolutely right about one thing: the adtech market is indeed giving marketers what they’re asking for—or at least what they think they’re asking for. Your take is refreshingly pragmatic, and honestly, the world could use more folks as sharp as you breaking things down so succinctly. But (and you knew this was coming), I think we’re looking at the same picture and seeing two very different things. Let’s break this down with a little less kumbaya and a lot more reality check: "Inefficiencies aren't just a vibe; they're a drain." Talking about the inefficiencies in adtech isn't about whining—it’s about survival. The system is bloated, riddled with middlemen taking their cut without adding value. Fixing that means brands get more bang for their buck, and the entire ecosystem doesn't collapse under its own weight. Innovation doesn’t happen in echo chambers where everyone shrugs and cashes their checks. "Transparency is not a given—it’s a pipe dream." Your argument assumes that brands and agencies actually know what they’re paying for and agree to it. Spoiler: they don’t. Many marketers have no idea how much of their budget is siphoned off in the labyrinthine supply chain. The ANA report cracked that door open, and surprise—people didn’t like what they saw. It’s like learning the “service charge” at your favorite restaurant was funding the waiter’s third Tesla. "The adtech tax is not just a line item—it’s a leech." The industry has gotten cozy with this tax on inefficiency, but let’s be clear—it’s a problem. Advertisers are paying through the nose for “solutions” that don’t even deliver measurable results. If your shiny system isn’t proving its worth, what exactly are we funding here? A new yacht for some SSP’s CEO? "Let’s not pretend the bidding system is a free market utopia." The whole premise of open programmatic as a fair market? It’s cute but false. If there’s price discrimination—or worse, coordinated efforts to fix prices—then you’re flirting with violations of the Sherman Act and the Robinson-Patman Act. Don’t even get me started on bid rigging. Regulators and attorneys I’ve spoken with are sharpening their knives, and no amount of hand-waving will make them go away. So while I admire your pragmatism, I think shrugging this off as “no big deal” risks ignoring the bigger issues at play. Fixing these inefficiencies isn’t just a nice-to-have—it’s necessary if we want this market to thrive without collapsing under its own bad habits.

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Retail Media Ad Tech: Why cheap can cost you $$$ 🤑 In retail media, tech isn’t just a simple tool—it’s the engine driving ad revenue. Opting for budget tech may cut costs, but it often caps your growth potential. Here’s why: A retail media platform generating $50M in ad revenue might spend $5M on tech fees. Budget options could cut this to $1.5M, saving $3.5M—but that “savings” can cost you up to $200M in unrealized revenue. Advanced platforms double click-through rates and allow you to expand ad inventory, turning $50M into $250M. Leaders like The Home Depot and CVS know that high-performance tech is an investment that pays off. Oh, and we’re called Pentaleap for a reason—that’s the 5x our clients have seen in the many A/B tests we've run. Choose tech that drives growth, not just savings. #retailmedia #commercemedia #pentaleap

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We're past the first-mover advantage of AMC. If you're running DSP and not leveraging AMC, you're behind. We've seen brands come to us spending a significant amount on DSP, but they aren't using AMC. The truth is, without AMC, they can't completely understand the impact of those ads and ad spend, and they can't fully understand if it's effective. They lack the confidence to spend that the data can provide. It's not that brands using AMC have an advantage, it's that brands that aren't are at a huge disadvantage. #Amazon #AMC #AmazonSellers

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"We track 57% more events than a leading competitor" -- a bold statement esp when the competitor is named Elevar in sales calls. Listen -- it's no surprise there have been new providers jumping into the conversion tracking space. It's a HUGE need. In the end it's great for brands and forces innovation. But not all solutions are created equal. Anyone can offer a CAPI or Klaviyo solution...but it could be feature, compatibility, and data poor. Back to 57% more tracked events claim. 1. Our promise, er, guarantee, for years has been tracking 100% of purchase conversions. We display, alert, and provide money back guarantee on this promise. You can't send > 100% unless you are duplicating events. 2. Allow me to educate on Klaviyo event tracking (and likely more I don't know of): a) Klaviyo has an app that installs client-side tracking. Depending on the browser, the cookie(s) Klaviyo uses can last 24 hours up to 90+ days. If a user at any point submitted an email or SMS then this cookie (while valid) will connect activity (like Add to Carts) to Klaviyo profiles to power flows, etc. ❌ There is no incremental value when a vendor like Elevar, or anyone else, sends these events to Klaviyo (b/c Klaviyo already matched) b) Klaviyo adds identifiers to inbound links from emails. Ex. user gets newsletter => clicks link in email => visits website. The user activity is also connected at this point, even if the original cookie from a) had expired, because this has now been reset/updated in this new session. ❌ There is no incremental value when a vendor like Elevar, or anyone else, sends these events to Klaviyo (b/c Klaviyo already matched) c) Klaviyo has built-in integrations with apps that collect user data and use these interactions + integrations to connect data between the two. Ex. User opts into Attentive popup => email and session info synced to Klaviyo ❌ There is no incremental value when a vendor like Elevar, or anyone else, sends these events to Klaviyo (b/c Klaviyo already matched) Now a few other points: d) A service tries to GUESS who the user is (aka "Anonymous User/ID" detection). They will then capture events and send this to Klaviyo with the GUESS of who the user is. ❌ This is bad. You have to be 100% accurate with user data. If you are only 95% accurate then that means 5% of your profiles are being corrupted and worse you may be spamming the wrong people impacting deliverability rates, etc. Event Fingerprint.js is not 100% accurate. e) A service uses an ID and builds profiles around this user (ex. email submitted, etc). When service recognizes this returning user, events are sent server-side to Klaviyo with profile data to power flows, etc. This is Elevar's Session Enrichment. ✅ This is the incremental value brands get above Klaviyo tracking -- In short, simply comparing Event Counts is shortsighted and misleading. Compare REVENUE LIFT through Klaviyo Segments over 30 days (or different pixels on Meta)

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It's pretty awesome to have Doug Laux, former CIA, NYT best seller, consultant, and media executive on the GTM Secrets podcast by Identity Matrix. We talked about... - Using intelligence in marketing - Dealing with high-stakes pressure - Focusing on what you're good at, not doing everything at once ... and so much more. Get the full podcast on Spotify, Amazon, YouTube, and Apple today. #b2bmarketing #marketinganalytics #salesintelligence

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Check this out: 61% of Marketers spending over $500k/yr on media are working on better and/or faster Media Mix Modeling (MMM). Why? Not only has click-based attribution become less reliable (when used as the primary source of media performance), but the bar to implement MMM has also been dramatically lowered, thanks in part to Google and Meta open-sourcing their MMM libraries. What should you do? Well, if you aren't part of that 61%, you'd better either: A) Double-check to make sure your current use of MMM is up to snuff (especially with the pace that this space is innovating right now) OR B) Take a few minutes to learn how click-based attribution (on its own) is a guaranteed path to misinvesting your media spend, then ask yourself again, should MMM be a part of your measurement stack?

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My Take on Amazon's New Veeqo Profit Analyzer Amazon’s latest tool, the Veeqo Profit Analyzer, has officially entered the scene – and I have a feeling it’s going to shake up the landscape for third-party apps in a major way. As someone who's worked closely with Amazon sellers for years, I can confidently say this is a bold move. With Veeqo being tightly integrated into Amazon’s ecosystem, it could leave many third-party profit-tracking tools scrambling to stay relevant. Why? Because Amazon is bringing sellers the data they need, directly on their platform, in real-time – no extra fees, no external apps needed. It’s clear that third-party tools will have to step up their game, but let’s be honest – competition breeds innovation, and this could lead to even more exciting developments in the eCommerce space. https://buff.ly/3XQANMI #AmazonSellers #Veeqo #EcommerceTrends #AmazonFBA #DigitalInnovation #ProfitAnalyzer #BusinessGrowth

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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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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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ATG Breaks it down… I decided to spend some time breaking this down for you… in my own ATG way. (Source: EMARKETER chart) Digital Media's Absolute Dominance: With a staggering $302.77 billion in ad spending, digital media isn't just leading; it's eclipsing traditional media, which lags far behind at $86.72 billion. This highlights a trend where digital channels are the primary battleground for advertisers. Mobile as the Powerhouse: Among digital devices, mobile emerges as the undeniable powerhouse, commanding $199.41 billion in ad spending. This figure underscores the critical importance of mobile-first strategies for brands aiming to capture consumer attention. Traditional Media's Diminishing Role: Traditional media, while still holding ground with $86.72 billion, is clearly in decline. Linear TV, the largest segment within traditional media at $58.99 billion, is overshadowed by the combined force of digital platforms. Radio, print, and directories, once staples of advertising, are now mere fractions of the total spend, signaling their waning influence. CTV's Strategic Ascent: Connected TV (CTV), with $28.75 billion in spending, represents a significant yet growing player. While still smaller than mobile and desktop/laptop, its presence shows a crucial opportunity for advertisers to reach audiences. The Decline of Legacy Media: Print and directories, with ad spends of $7.72 billion and $0.33 billion respectively, are relics of a bygone era. Their minimal contributions reflect their rapid descent as advertisers pivot toward more dynamic, measurable, and impactful channels.

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🚀 A Conversation with Jonah Goodhart: Insights from an Ad Tech Pioneer 🚀 Picture this: I'm sitting across from Jonah Goodhart, the ad tech virtuoso who co-founded Moat and sold it to Oracle, yet chose to dive back into the fray with Montauk Labs. Our chat was a delightful spiral into everything from cosmic coincidences to the emotional triggers behind insurance ads—refreshing in an industry often suffocated by its own ego. The full version is available in our newsletter tomorrow! Here are ten pearls of wisdom Jonah shared, each resonating deeper than I'd care to admit: Embrace the Cosmic Accident: Sometimes, success stems from seizing random opportunities rather than meticulous planning. Keep your eyes open for those unexpected chances! Mentors Matter: Wisdom can come from unexpected places. Jonah's pivotal mentor, Mike Walrath, taught him that anyone—regardless of their title—can offer valuable insights. Don’t hang up on that cold call; it might lead to your next big break. Age Is Just a Number: Whether young or seasoned, don’t let societal expectations define your path. Your vision and drive matter more than your age. The Art of the Pivot: Setbacks can be redirections. Jonah's refusal to sell his first company paved the way for greater success. Remember, failure isn’t the end; it’s just a plot twist. Emotion Drives Everything: Emotions influence consumer behavior more than data ever could. Understanding this can lead to more meaningful connections and campaigns. Context Is King: The same content can carry different meanings based on context. Don’t underestimate the power of the environment in which your message appears. Work-Life Balance Is a Myth: Instead of compartmentalizing life and work, find joy in the chaos. Integrate your passions to create a fulfilling existence. Surround Yourself with Great People: Your environment matters. Collaborate with those who energize and inspire you—life’s too short for toxic workplaces! Build Habits That Matter: The daily grind might not be glamorous, but it’s essential. Consistency is key; build habits that propel you forward. Retirement Is for Quitters: Jonah believes in staying intellectually curious and making a positive impact. If you love what you do, why stop? As we wrapped up, I asked Jonah what advice he’d give his younger self. His response? "Build good habits, reduce stress, and surround yourself with people you care about. Optimize for happiness." In a world chasing the next big thing, Jonah's insights remind us of the timeless truths that can truly make an impact. 🌟 LISTEN TO HIS FULL INTERVIEW HERE: https://lnkd.in/gXideqDH What lessons resonate with you? Let’s discuss! #AdTech #Entrepreneurship #Mentorship #CareerAdvice #Innovation

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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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🔮 We’ve dusted off our crystal balls to see what 2025 holds for podcast advertising—and the future is looking bright. With 9 million new listeners in the U.S. alone each year, podcasting's continued growth brings new opportunities for brands to connect with highly engaged audiences in more ways than ever. But as the medium evolves, so do the challenges. That’s why we asked some of the sharpest minds in the industry (I do not count)—including experts from Acast: Valerie Reimer, and Shantae Howell (she/her); Sounds Profitable's Bryan Barletta; and Tinuiti's Shasta Cafarelli—to share our predictions for 2025. From the rise of omnichannel campaigns and advancements in AdTech to the untapped potential of emerging markets, these insights give you peek into what's next in the podcast queue ⏭️ https://lnkd.in/e3zYtvyu #PodcastAdvertising #DigitalMarketing #AdTech #MediaTrends

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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 LTV Trap A common problem I see advertisers face is what I call the "LTV Trap": an advertiser's LTV model is overly complex, likely overspecified, suffers from high variance, and overfits. This becomes clear when the model doesn't generalize either over time or in other specific but not uncommon circumstances (eg., a promotion is run), so the team adjusts the model and waits for more data to accrue. Meanwhile, management or the product team has lost confidence in the LTV model's credibility, generally, and they become suspicious of the model's predictive power going forward. It's very easy to build an LTV model that dramatically overfits. In general, I think teams tend to spend too much time building overly complex LTV models and not enough time building cash flow forecasting tools to help them allocate budget optimally. There's often more value in right-sizing the budget at a cohorted ROAS target than trying to achieve precision with unit economics.

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