Megan Conahan

Marketing, tech, and finance need to be on the same team if you want sustainable and lasting success in your marketing department, and as a company. Communication is key. Everyone needs to be on the same page, not just departments communicating with themselves. Get together for strategy building, and you'll find yourself with a clearer picture. #Marketing #MarketingStrategy #BusinessGrowth

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Some good points are made by PubMatic’s Andrew Baron in AdExchanger’s latest Data-Driven Thinking column. Ironically, cookies were never that big of a problem in the first place—your humble, anonymous cookie is far less personal than a hashed email (which, as the FTC recently reminded us, is in fact still PII). But to the writer’s point, years of worrying about their impending deprecation have led to some very positive changes. First- and carefully curated and enhanced second- and third-party data will always yield better results, assuming you can protect the privacy of the consumers who produced it. And yes, whatever more personally identifiable data you’re working with—whether it’s sell-side targeting, modeled audiences, or contextual signals—alternative IDs have shown great promise in creating a layer of privacy protection. However, the real challenge arises when these identifiers traverse the bidstream and are shared with third parties. No matter how secure your encryption, once data leaves your control, it’s vulnerable to exploitation or reverse engineering. Anything can happen. The signals aren’t the problem—it’s the way we’re sharing them. We built Symitri to solve these inherent privacy challenges in adtech infrastructure. By ensuring that personally identifiable data never leaves the control of its owner, Symitri offers truly deterministic targeting without sacrificing privacy. With Symitri, you can achieve precision, performance, and privacy—no compromises necessary. #Symitri #Privacy #DataProtection #Trust #TRUSTX https://lnkd.in/eS9Aem8B

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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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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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Check out my latest blog post for @SEMpdx: Navigating the @Reddit Rabbit Hole: #SEO Opportunities and Pitfalls for Brands https://ow.ly/ROYW50TOAwR #reddit #redditSEO #redditmarketing

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Interesting insight into conversations between Google and publishers, all seemingly focused on yield optimization for their respective organizations with little discussion on improving advertiser campaign performance or return-on-ad-spend. Advertisers investing in programmatic digital media really need to take note of the continued lack of transparency, hidden ad tech fees, and manipulative pricing methodologies that are emblematic of this space and that are sapping their working media dollars.

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I think "local at scale" #marketing is the future of brand marketing. Where-to-buy-nearby coupled with real-time #local inventory and #clickandcollect will surely delight online shoppers.

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Auditable AI(TM) for targetable look-alike audiences that outperform today's black-box AI alternatives, in market today. Come see it to believe it!

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Digital video ad spend is becoming more performance-driven, with tangible metrics like sales, store visits, leads and website actions now the most important KPI for determining success with digital video. #mediaplanning #mediabuying

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Check out my latest blog post for @SEMpdx: Navigating the @Reddit Rabbit Hole: #SEO Opportunities and Pitfalls for Brands https://ow.ly/XTpN50SnEvC #reddit #redditSEO #redditmarketing

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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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Hear how the CTV landscape is changing, the advantages it gives pharma marketers and practical use cases that can be applied across your own advertising on this Swoop and Roku MM+M podcast.

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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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Relevant non-endemic ads perfectly compliments retail media. Learn 4 ways to unlock the benefits of non-endemic advertising with Rokt. Well said, Jason Sigalos!

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‼️ICYMI ‼️Rachel O'Hara, Laura DeCristofaro, Sammy Natour, and Matthew Tilley sat down with AdExchanger to talk about the evolution of contextual targeting last week. 🚨SPOILER ALERT 🚨— traditional taxonomies are out, custom AI-enabled categories are in. Watch the full webinar here — https://lnkd.in/earNZGhZ

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The Trade Desk's recent earnings report higlighted its shift in focus from the "open internet" to the rebranded "premium internet." With CEO, Jeff Green, emphasising the distinction between the two. The company has traditionally positioned itself as a champion of the open internet, but now it’s drawing a distinction between spammy content on the open web and high-quality content it wants to offer advertisers. Green noted that there is growing awareness about the role of walled gardens in distributing low-grade advertising inventory and the brand suitability risk of user-generated content. Is he right to highlight the ad-to-content ratio across walled gardens being "through the roof" and brand safety concerns around user generated content? You bet he is…. But not all walled gardens are the same and certainly it’s hard to argue the open web doesn’t have its own set of problems. The Trade Desk's focus on the premium internet aims to differentiate high-quality content from low-quality content and provide advertisers with more effective and safer ads, with The Trade Desk repositioning itself as a champion of high-quality, which is absolutely the right path to be taking in my view. https://lnkd.in/ejYcSYdB

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Check out my latest blog post for @SEMpdx: Navigating the @Reddit Rabbit Hole: #SEO Opportunities and Pitfalls for Brands https://lnkd.in/g_GDusWM #reddit #redditSEO #redditmarketing

Check out my latest blog post for @SEMpdx: Navigating the @Reddit Rabbit Hole: #SEO Opportunities and Pitfalls for Brands https://lnkd.in/g_GDusWM #reddit #redditSEO #redditmarketing

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Check out my latest blog post for @SEMpdx: Navigating the @Reddit Rabbit Hole: #SEO Opportunities and Pitfalls for Brands https://lnkd.in/g_GDusWM #reddit #redditSEO #redditmarketing

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