Brian J. Quinn

So This is Fascinating and I am very pleased. This week I posted that we needed responsibility to come back into programmatic. Because otherwise everyone blames others and we end up with a polluted ecosystem (fraud, bad content, MFA, hate etc). I have been talking about this in different ways for years. We need some level of walls to keep out the bad actors. We need some level of responsibility to maintain standards. Its clear that TTD and Jeff Green agree. This is at the nub of the push to the premium internet. With TTD taking some level of responsibility for what happens on their platform. Its also worth saying that the easy option is to do nothing. Many platforms make millions out of poor content in the short term. We need more action like this for the long term. For thats the point. This is not altruistic but acting to secure the long term viability of the channel.

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Ever curious about what's under the curtain? Dailymotion has just unveiled Auto Path, a groundbreaking high-impact creative tailored specifically for the Auto Industry. By leveraging our Predictive Targeting audience insights and vast scale, we've crafted activations that resonate with car buyers, all while providing measurable in-ad actions with OLV and CTV. Key Standard Features: - Custom Multi-touchpoint elements envelop your video creative - Product feature hotspots seamlessly integrated within the video environment to capture attention - Outbound click features to enhance data collection, site traffic, and conversion rates Experience an exclusive peek behind the scenes... Let us guide you on a test drive and engage seamlessly across all screens! Hit me or our exceptional sales team Brenda Rodriguez Valeria Basmagi Edivaldo Junior to introduce you to this exceptional innovation in Latin America #autopath #Dailymotion #creativeinnovation #predictivetargeting

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Digital ad spend is expected to grow about 10% in both 2024 and 2025, led by continued growth in connected TV (CTV) and especially retail media, as partnerships between media companies and retailers have steadily increased in the last few years. #mediaplanning #mediabuying

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💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

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Protecting professional journalism is and has always been a primary TRUSTX focus. To reinforce this AdExchanger story, let me share a data point that demonstrates how news performs for advertisers willing to invest in the medium. One of our brand-side clients invested 59% of their campaign budget via TRUSTX in news. Through other SSPs, their spend was much less concentrated in this category. The brand tracked their cost-per-acquisition at 63% lower on the TRUSTX news-heavy campaign vs. the average across other general market SSPs. I think it’s pretty clear …. NEWS PERFORMS.

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✅🖥️ AdExchanger (6/7): “Show-level transparency for FAST channels and CTV overall has improved, but it’s not quite yet where buyers need it to be. One reason publishers consider it risky to share data about TV viewing at the show level is because it may violate the Video Privacy Protection Act if that information is tied to an identifier. Still, there are more ways to anonymize or aggregate data in a way that doesn’t reveal an individual’s identity, which is why publishers have been getting more comfortable providing some degree of show-level transparency in post-campaign reporting. But buyers want more than post-campaign reporting. They also want show-level data in the bid stream, and publishers have still other reasons for not giving it up. One is the historical fear among publishers that advertisers cherry-pick inventory, which they’re obviously more easily able to do when they have more insight into the specific shows their ads are running in. This is a fear FAST channels can capitalize on if they “enrich the bid stream by passing more through to buy-side partners,”one buyer said, referring to show-level metadata. While FAST channels have the same reasons as other streaming apps for not sharing show-level data, they have more motivation to cede some ground to fulfill a top item on most advertiser wish lists.” ⬇️ #streamingtv #ctvadvertising #fast #avod #ott https://lnkd.in/eKvQCRis

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I just read a new article on AdExchanger discussing the latest in CTV ad sales technologies. The piece highlights that while current tools are adept at identifying issues like inconsistent campaign pacing or sudden budget spikes as they occur, there's an urgent need for these solutions to not only detect problems but also significantly boost revenue, enhance the viewer experience, and maintain balance in the ad tech marketplace. To push CTV advertising forward, we need algorithms that don't just monitor data in real-time but also actively adapt to changes in the market. These algorithms should prevent common issues like ad saturation and timing errors, making ad campaigns more effective. CTV strategies must focus on profitability and consider viewer satisfaction, minimizing disruptions. By shifting from a reactive to a proactive approach, we can foster a healthier, more fair advertising environment that benefits everyone involved in CTV advertising.

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A welcome reminder on the limitations of programmatic advertising despite its incredibly widespread use. The lack of transparency regarding where ads are displayed and the quality of placements remains a significant issue. Also, programmatic platforms may not always ensure brand safety, with ads appearing alongside inappropriate or harmful content. On top of that, relying solely on programmatic channels can limit the control advertisers have over ad placements and targeting parameters. And this is before we get to the demise of the 3rd party cookie. Interesting article to read and not surprised Bloomberg switched to a clean, direct-sold model. #DigitalAdvertising #Programmatic #Monetisation #OnlineAdvertising

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Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging

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✅⬇️ AdExchanger (5/24): “To some degree, the digitization of TV marketing is inevitable. Wall Street investors prefer advertising and media companies with the most promising long-term profitability. One way to get there is for streaming companies to access shopper data and strike partnerships with retailers to court advertisers with the promise of performance and attribution. Publishers want to relabel connected TV as a performance channel, (an analyst) said. But if that happens, she continued, “CTV will lose its cred” among buyers and brands as a viable replacement for legacy linear commercials. Say what you will about linear, but it’s a mass reach vehicle. And if CTV doesn’t provide the same reach opportunity, Wall Street may cool on public companies with a CTV advertising business, (the analyst) said. The reality is, upper-funnel channels, like streaming, have a strong downstream impact on outcomes even if they don’t directly drive a purchase. For example, CTV’s ability to drive mass reach and brand awareness is why more retail media spend is moving to streaming, said Max Willens, a senior analyst at eMarketer, also speaking at Programmatic I/O this week. According to eMarketer, the proportion of retail media spend going to CTV should grow from 12% this year to 20% by the end of 2027.” ⬇️ #shoppabletv #streamingtv #programamtic #ctv https://lnkd.in/eu7AbtTU

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✅🖥️ New York Times (6/22): “Streaming has long been hailed as a promising business, because companies like Netflix can add additional subscribers at little extra cost. The more paying subs a service has, the more the company’s costs can be spread out over a large base, lowering the cost per sub. But those want lots of options, and the costs of making enough programming can be enormous. As a result, a streaming service’s profitability depends in large part on how many paying subs are needed before those TV shows and movies become cost-effective. There was a time when industry execs hoped that number might be as low as 100MM. But now the consensus among many of the executives interviewed is that the number is at least 200, and possibly more. “If you’re going to be a full entertainment service with live sports and tent-pole blockbusters today, 200MM is a number that can give you the scale with the hope for growth over time,” Amazon (execs have) said. Bob Chapek, Disney’s CEO until 2022, also agreed that 200 was the number that meant “you’re big enough to compete.” Netflix has reached that, and then some, with about 270MM paying subs. Moreover, those pay an industry-leading average of more than $11 per month. Netflix is highly profitable, with operating margins of 28 percent. In the first quarter of 2024, Netflix reported revenue of $9.4B, and $2.3B in net income. No one else comes close. Disney and Amazon are the only other streaming services with more than 200MM subscribers.” ⬇️ #streamingtv #ctvadvertising #avod #svod #ott #fast #upfronts

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Nobody should be surprised that despite alternative IDs in the bidstream, marketers aren't seeing scale in audience-driven media. Why? 1 - Advertisers have email addresses; open web publishers don't. The open web was built without authentication, and publishers haven't yet cracked the code on getting people to register for content. Publishers have 1P cookies, and "bridge IDs" were supposed to help. But as usual in our industry, bridging providers got greedy, messing with ID substitution, probabilistic matches and other junk, ruining their deterministic and consented solutions. As a result, we're stuck with incompatibility between buyers (emails) and sellers (1P cookies). 2 - Shared IDs pose a legal risk to 1P data holders. The larger the publisher, the more lawyers they hire. Thus, the publishers with the greatest scale recognize the regulatory risk of linking their valuable audience relationships to a permanent identifier in the bidstream. European case law questions the validity of consumer consent, as companies can't realistically ask audiences to share their data with unknown entities. Furthermore, how can a publisher revoke consent effectively? You can't put the toothpaste back in the tube. Consent is questionably valid at best. 3 - Smart publishers and advertisers don't want to share their most-valuable customers for free. Trusted consumer relationships are incredibly valuable. The last 15 years have taught us all that data leakage commoditizes premium inventory and fuels competitive intelligence between brands. It's an economic disaster we continue to perpetuate. No wonder shared IDs lack scale. ---- The bottom line?... Audience addressability and measurement depend on some level of connectivity. But there remains a significant incompatibility between buyers and sellers, and beyond the technical hurdles, throwing new-gen IDs into the bidstream and praying for protection isn't the answer.

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How Adelaide is helping publishes like the NYT realize the value of their inventory.

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The ad-tech consulting group DeepSee is rolling out a platform that they say can help improve transparency in an industry that’s been plagued by claims of potential fraud and waste. The platform is designed for advertisers and ad-tech intermediaries to use as a way to help gauge the quality of publishers across the expanse of programmatic advertising. #mediaplanning #mediabuying

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How can brands connect with their audiences interests across #CTV screens? 🔒 ‘Get to Know’ Contextual TV. This series breaks down the next-level technologies and unique capabilities that have helped position Seedtag as the leading global #contextual partner. 🚀 First up, in part one of a two-part episode, Mike Villalobos, VP of Strategy & Planning at Seedtag, will take us through the basics of Contextual TV and how it can help address advertisers’ challenges in the CTV landscape. Press play for Contextual TV: https://lnkd.in/ezC4ryc8 #GetToKnow #ContextualTV #Seedtag #ContextualAdvertising

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https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

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I enjoyed speaking to Dan Meier from VideoWeek about the new Publica by IAS CTV white paper, explaining how TV OEMs, AVOD & FAST services can build more intelligent ad breaks, and grow their advertising revenues. Link to download the CTV white paper in the comments below... 👇 #CTV #AdServing #SSAI #AVOD #FAST #Streaming #Programmatic

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I really enjoyed this Marketecture Pod by Harry Kargman. He said what we all know to be true: "If you even look at Trade Desk today...are they even a DSP or an ad network or a data company, or all the rest, you can't put anything in a box." But what I do know is what a black box looks like. So if you don't know where your ads are running (ie: domain level reporting with log files to back them up) or how much you are paying for them now, (beyond the platform fee, or the variable/blended margin), then I can tell you with a large degree of certainty that you are you are probably lighting 50-60% of your media dollars on fire once it actually gets to the end human, which you aren't also tracking to be true. Keep in mind, your screenshots are also made up. AI can do that for me now too. If you don't believe me, hit me up via DM and I'll tell you where you money is being wasted. https://lnkd.in/gHxmHeZ7 CC: Lizzie Black Brittany Smartt Batchelor

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Very insightful podcast with Les Binet on marketing effectiveness & ad pre-testing.

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