Willis Chan

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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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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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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‼️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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I enjoy being able to discuss these topics to drive the ad tech industry forward. Want to know how to make this work for your business or media property? I have a few tricks up my sleeve if you want to get all Copperfield. 😏

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According to Lotame's The State of Data Collaboration: A Global Perspective report, 98% of marketers are struggling to fully harness their data. So, what's the path forward? Data collaboration platforms could be the solution that can help marketers integrate data, break down silos, and unlock new use cases. #Martech #DataCollaboration #FutureOfMarketing

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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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How can ad agencies leverage #AI to enhance user engagement and loyalty? AI-driven tools allow ad agencies to automate tasks such as data analysis, content creation, and customer relationship management, boosting productivity and streamlining operations. In this article, Dave Otis, SVP of Independent US Agencies at Seedtag, discusses how agencies can use AI to create ad experiences that align with their audience's unique preferences. Learn more: https://lnkd.in/e3wQj7np #AdAgencies #GenAI #AdTechBlog #AudienceEngagement

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"When I started in programmatic in 2013, I never imagined how far it would come—or how important the human touch would remain. AI is transforming the industry, but traders still bring something irreplaceable: intuition, creativity, and the ability to adapt to the unexpected. It's not just about the tech; it's about how we use it to make smarter decisions and create real impact. The future of programmatic isn't just AI-driven—it's human-powered. #ProgrammaticAdvertising #AI #HumanTouch #DigitalInnovation"

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There is nothing better than joining a podcast with a colleague and now friend! Arjun Chopra - thank you for this wonderful opportunity and insightful conversation! Check out our convo below about all things digital, innovation, cx, and tech #cxwithchopra #innovation #digital #customerexperience

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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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From the rise of in-store digital media to the push for omnichannel measurement and multi-touch strategies, 2025 will see retail media evolve into a seamless, data-driven ecosystem that bridges physical and digital spaces while maximizing shopper engagement 🛍️📈 The future of retail media is looking bright for: - Zachary Weinberg, Zenith - Matt Lane, dentsu - Kelly Gerrard, Marshall Associates - Jacob Snelson, The Bluebird Group - Gemma Spence, VML

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Captify®'s Search Intelligence can reveal what audiences are looking for in real-time. See how Captify and Magnite work together to help advertisers activate those insights on CTV. https://lnkd.in/eRnbM-_h

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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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People often discuss SPO in programmatic, but there’s not enough emphasis on limiting the apps and publishers you run with in CTV. Prioritizing premium inventory—while accepting higher CPMs—and being selective about who you run with is key. If you’re blindly buying across CTV publishers, it’s time to rethink your strategy. Algorithmic or modeled solutions are great, but you still need to regulate inventory to optimize the algorithm’s decision-making in this channel.

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You don’t need a crystal ball to understand your customers. 🔮✨ With cookies fading away, it's time to rethink your approach. From flexible data tools to privacy-first strategies, LiveRamp has you covered. Ready to see the future clearly? Read the 5 key insights for addressable marketing success.

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You don’t need a crystal ball to understand your customers. 🔮✨ With cookies fading away, it's time to rethink your approach. From flexible data tools to privacy-first strategies, LiveRamp has you covered. Ready to see the future clearly? Read the 5 key insights for addressable marketing success.

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It's good to see such helpful leadership. Without it, many marketing professionals' insights and analytics efforts are less actionable in the digital media environment. Take a look:

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✅🖥️ AdExchanger (11/8): “Well, without breaking out new revenue metrics, The Trade Desk divulged some interesting tidbits about their business. For instance, while the company doesn’t disclose CTV revenue, CEO Jeff Green said CTV is now the largest media channel for TTD. CTV has flipped the equation on web display and mobile. Similarly, a year ago, Criteo finally reported retargeting revenue as less than half of its total. The Trade Desk is touting its long-held ambition to have more CTV than banner ads. Currently, video ads, which encompass CTV, are close to 50% of TTD’s overall business. Soon, TTD will be primarily a video ad buyer. “It’s hard not to be bullish about CTV when it’s both our largest channel and our fastest growing,” Green said. And while CTV and retail media have been staples of every Trade Desk quarterly report for years on end, Green also put the focus on a few new opportunities, now that CTV has matured into the business, not just a rhetorical goal. The other premium media channel for programmatic to unlock is live sports, Green said. “I expect over the coming years to see programmatic spot markets and sports become best friends,” Green said. Live sports are counterintuitive for programmatic advertising. Those spots tend to have a very high premium and go to sponsors, rather than an open auction. But, Green said, “because (live sports inventory) is often scarce and often highly sought out by brands, and it changes very quickly, it really is built for programmatic advertising.” ⬇️ #streaming #ctv #ott #livesports #avod #fast #tvos

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