Mike Chu

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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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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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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Wpromote ‘s VP of Integrated Media Sammy (Frankel) Rubin said it best: retail media networks (#RMNs) are evolving fast, but they need to step up on transparency, measurement, and #ROI to truly compete. Walmart’s acquisition of Vizio is a bold move to grab brand dollars, but advertisers are still in ‘wait and see’ mode, looking for proven results before diving in. https://lnkd.in/geaYym9a

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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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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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Meta is advising advertisers to ramp up their ad spend, especially with the holiday season approaching, and they might be onto something. By using Advantage+ Shopping Campaigns, Meta is recommending launching fresh ads every week for the best results—and it's not just talk. ✨ Why It Works: - Creative Diversification: A variety of ad formats helps Meta’s algorithm find what resonates with the right audience. - AI Optimizations: Trusting the algorithm to test and fine-tune ads is proving more effective than ever before. It’s not about guessing which audience works—AI does the heavy lifting. Read on for more: https://heyor.ca/POnObT #MetaAds #AIAdvertising #SmartMarketing #AdOptimization #HolidayCampaigns

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🎉 Really excited about this one.... An interesting thing is happening in the performance marketing ecosystem: digital media has become slower and more aggregated in terms of feedback, while OOH and DOOH have become more granular with faster reporting, meaning there's a 'meeting in the middle' and OOH is earning its rightful place in the sales funnel. There's a lot to unpack, but looking forward to chatting on it! #performancemarketing #ooh

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Google’s Privacy Sandbox has been met with no shortage of critics. Adtech has been vocal and quite loud when it comes to the shortcomings of Google’s solution to the cookieless future. So what are the biggest issues they have with it? In AdWeek, Catherine Perloff shares three of the biggest “gripes” Adtech has with the Privacy Sandbox and I have to say, they are right on the money. #Google #AdTech #Privacy #PrivacySandbox

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Don’t miss out on the digital revolution and the imperative for data-driven advertisers to embrace transformation. From investing in first-party data infrastructure to retooling technology —seize the moment and propel your business into the future. Read on for more: https://bit.ly/3UCj6i5 #DataDriven #DigitalTransformation #AdvertisingRevolution

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Announcing Aperiam's Latest Investment: Gigi! 🍒 Aperiam continues to make strategic bets in commerce media and CTV, the fastest-growing segments of digital advertising. With Amazon Ads being the largest commerce media channel AND the fastest-growing Streaming TV ad platform, we are excited to introduce our latest investment: Gigi. Why Gigi? 1) The product. Gigi’s unique ability to integrate a brand's first-party commerce data with Amazon's data for audience enrichment and deterministic omnichannel measurement sets it apart. This powerful combination enables brands and agencies to buy and measure Amazon Streaming TV ads more effectively. 2) The team. The founders behind Gigi consists of experienced commerce media executives - led by cofounder and CEO, Adam Epstein - who have a bold vision for the future of Streaming TV, commerce media, and data collaboration and a history of success in commerce media. Their expertise ensures that Gigi is at the forefront of innovation in this space. We believe Gigi’s capabilities and the vision of its team will drive significant advancements in how brands leverage data to enhance their advertising strategies on Amazon’s platform. Check out Gigi here: https://gigico.tv/ cc: James Borow Joe Zawadzki Danilo Tauro, PhD

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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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The digital marketing landscape is evolving, emphasizing the significance of attention metrics over traditional indicators like clicks and viewability. It's time for the industry to prioritize genuine consumer engagement to enhance media quality. #DigitalMarketing #ConsumerEngagement #AttentionMetrics https://lnkd.in/gVYfqj4V

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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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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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Vegas bound for #CES2025. Can’t wait to see you all bouncing around the Aria, and at the OpenAP Audience Summit. Details👇 -Audiences, Attention & AI in a Fragmented Web of Video Experiences with Joe Marchese, Jeffrey Katzenberg, & Michael Kassan -Streaming as a Brand Performance Channel: A Fireside Chat with Amazon’s Krishan Bhatia & Michael Kassan -More Than a Numbers Game: Utilizing Data to Drive Representation of Audiences in Media with TelevisaUnivision's Donna Speciale, dentsu's Cara Lewis, and Group M's Gonzalo del Fa - More Platforms, More Problems? Reaching Strategic Audiences in Data-Driven Video with Warner Bros. Discovery's David Porter, Mediahub's Mike Piner, Axios Pro's Kerry Flynn, & Disney's Lexi Swift - The Power of 1st Party Data for Reaching & Measuring Audiences Across Platforms with NBCU's Ryan McConville -The Race to Solve Identity with Acxiom's Martin Wexler, LiveRamp's Erin Boelkens, and Experian's Budi Tanzi

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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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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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"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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