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I'll be joining a panel of industry peers at the inaugural Media Product Forum in NYC discussing strategies for navigating the ever-evolving digital…
I'll be joining a panel of industry peers at the inaugural Media Product Forum in NYC discussing strategies for navigating the ever-evolving digital…
Shared by Renn Turiano
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Gannett | USA TODAY NETWORK
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Antony Yiu
This is such a wonderful news to learn that Connected TV is gaining traction in this marketing world. Honestly, everytime I see a brand buying the tiny bottom footer of the top header banners with illegible fonts and images on mobile, I cringe and almost want to scream. Cheap CPM and CPC is not about sacrificing your brand image to chase the reach figure. A reach is nothing to your potential customer is you can’t even communicate your message clearly and standout from the crowd. Time to rethink everyone? What metrics matter most? Ultimate is always the revenue and margins, not your reach and frequency figures. When will we shake off this mindset?
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Carlos Mesquita
Witnessing the transformative power of AI in shaking up the digital landscape has been a thrilling experience. As we bid farewell to promising contenders like Neeva, it's enlightening to see innovation continue to flourish. Neeva might have been a beacon of "sustaining" innovation, aiming to captivate users with its unique subscription model, yet its journey reminds us of the relentless pace of progress in the tech world. Now, the spotlight turns to the emergence of AI-driven platforms that are redefining our online experiences. Enter the realm of AI Browsers like Arc and Answer Engines such as Perplexity, representing a dynamic shift away from conventional search (blue links) towards more personalized, user-centric services. These startups are not just competing with industry titans like Google; they're challenging them to elevate their game, compelling a refocus on enhancing user experience over appeasing advertisers. This evolution sparks a captivating dialog about the future of digital search and navigation. How will these innovations reshape our interaction with the web? How will giants respond? The landscape is changing, and it's been fun to watch, and learn from the sidelines. #AIInnovation #DigitalTransformation #FutureOfSearch #ProductManagement #Strategy #FutureofBrowsers https://lnkd.in/e8XPSUby
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Paul C.
💡 #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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Adam Kranitz
A recent Wall Street Journal article by Isabella Simonetti (gifted link below) reveals that TV networks are embracing their aging viewership and challenging the notion that younger demographics are the most valuable targets for advertisers. With the median age of viewers now in their 50s and 60s (MTV viewers average 51 years old!) for many networks, executives argue that reaching consumers based on their purchasing habits, rather than age, is the key to effective advertising. Older viewers often have more disposable income, are less sensitive to price increases, and are still making brand decisions. By focusing on the mass-market reach of TV and targeting people likely to buy a product, regardless of age, media buyers are adapting to the changing landscape of television viewership. As media and entertainment professionals, it's crucial to recognize the importance of this demographic shift and adapt our approaches accordingly. What do you think about this? #advertising #consumerhabits #mediastrategies #mediaproduction
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Peter Ilberg
On the heels of the Walmart acquisition of VIZIO, Roku has partnered with The Trade Desk, allowing TTD’s customers with access to Roku's data to enhance campaign optimization for streaming viewers via ACR data. This is in line with Roku’s partnerships strategy and creating more demand and collaboration within their walled garden to drive yield with enhanced audience precision, but this behind the velvet rope of PMP deals. What makes this interesting is that this play an important role with #CTV activation, but we cannot lose sight of the Roku data accounts for 38% of the US streaming hours and the wide array of companies participating in the Roku Measurement Partner Program, where Roku’s first-party data provides measurement partners a privacy safe, identity backbone – allowing for better coverage and accuracy when it comes to campaign reporting, verification, brand safety assessment and other measurement use cases. #CTV #Streaming #Inscape #Measurement #DataTargeting https://lnkd.in/eDRGGnDr
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Paul Frampton-Calero ⚡️
Profound insights from Bozoma Saint John (ex Netflix and Apple CMO) on the future ahead with AI at a brilliant event hosted by Microsoft & Magnet Media, Inc. earlier in the week. - We all want to show up smart but not one of us is an expert in so we must all be deeply curious - AI will change the course of history so we must think consciously now about how we want that future to be shaped for future generations Yesterday Elon Musk spoke at the Palais in #CannesLions and shared his view that he believes there is a 4 out of 5 chance that AI in 5 years gives us all unthinkable abundance so we don’t know what to do with our spare time and a 1 out of 5 chance that it takes the world to a very dark place.. My own insights from the table I facilitated earlier in the week were: * If you launch a drug or new food a company must jump through regulatory hoops yet new AI can be shipped without any checks or balances today * AI can do good by removing the bad from the digital ad industry - fraud, misinformation, bad actors * AI gives the opportunity to create a better balance of work and play for our children * With great power comes great responsibility and there’s no established standard for now * Those with more data and more willingness to experiment will gain competitive advantage * AI will fundamentally change the creative process and agencies forever The thing about technology is that even if you’ve just missed the train that left the station, there’s always another train about to come in..whether that’s in 10 mins, 10 hours or 10 years and if you jump on that train faster than others, you get another chance to lead.. Strikes me that Microsoft Advertising is a great example of this as indeed is NVIDIA which this week became America’s most valuable company.. Theo Theodorou Ravleen Beeston Kya Sainsbury-Carter #Ai -#generariveAI
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Jeff Rosenblum
For those who have been poring over data about what consumers really want, the decline of TV advertising seems long overdue. But in many ways — talking about TV is like talking about telephone poles. It's just the delivery mechanism. Who caught this fascinating Suzanne Vranica The Wall Street Journal article over the weekend? (Linked it here: https://on.wsj.com/3UyJaJK) While it’s interesting to see major brands like Oreos shift to new media platforms (cutting TV ad dollars entirely on recent campaigns) — successful modern marketing is not simply moving dollars from TV to OTT, CTV or streaming services… It requires a FUNDAMENTAL SHIFT in strategy, creative, and the way that brands tell their stories to empower their audiences. Advertising has been based on interruptive techniques and a reach and frequency model: A brand creates one great campaign and repeats it over and over again. Consumers don’t want that — not on TV or elsewhere. They want brands to carry them through their journey with MEANINGFUL CONTENT that meets their very granular needs throughout their journey. This content can be EMOTIONAL, inspiring people to be a better version of themselves. It can be very FUNCTIONAL as people look for specific features, functionality, differentiators and reasons to buy. Consumers want brands to SOLVE THEIR PROBLEMS and help them make SMARTER PURCHASING DECISIONS. Shifting away from traditional TV is just one small step forward. There is a MASSIVE OPPORTUNITY for brands to capture market share through a data-driven, journey-based approach while most corporations remain addicted to antiquated advertising techniques. Agree? Disagree? Let me know your thoughts!
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Carole Hussey
What do you think, is it worth the hype? A colleague shared this article with me today, and it is too good not to share more broadly. IMHO, most public sector orgs are far from ready for GenAI: 1.) because the tools are not mature enough, and 2.) because most orgs have some housekeeping to first (e.g. data, policy, processes). As my colleague pointed out, we haven't even really tapped into the full potential of more mature types of AI yet and some are ready to leap ahead to the unknown of GenAI. I'm here for it and excited about it, BUT...use caution when running toward the shiny new thing! https://lnkd.in/ePsappRB
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Jackie Cutrone
To get a first hand account of how the role of the CMO continues to shape-shift, I sat down with Chief Growth and Disruption Officer at Xerox, Deena LaMarque Piquion and Global President of EssenceMediacom, Kristin Gower to hear their thoughts on the subject. Our conversation ranged from changing titles to AI and everything in between. Three insights that might ring true for you: 1. CMO as Growth Orchestrator – We saw this last year with EssenceMediacom's research too: With an expanded remit, CMOs are now responsible for multifaceted, data-driven strategies and the ability to scale initiatives quickly and globally. 2. Tracking Brand Health and Customer Insights to Drive Growth – Using brand studies and NPS surveys to understand strengths and focus areas, particularly targeting emerging decision-makers, to identify growth opportunities and refine engagement tactics. 3. Redefining the B2B Marketing Playbook with Emotion – Adopting a more human and playful approach, using platforms like TikTok to engage younger buyers, and aligning with digital transformation trends for more relatable and impactful messaging. Full scoop here: https://lnkd.in/eZjhffm9
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Jeana McNeil
Most of us (myself included) are guilty of abusing the term Strategy from time to time. I like this reminder from Electronic Arts' Chief Strategy Officer about what strategy is and is not. At Isurus, the research we provide is most often designed to inform strategy--providing the context of the market, buyer trends, competitors, etc. Of course, some engagements are more tactical in nature. The key is to define from the start the research goals and the business decisions that will be informed by the findings. Check out the full interview with Mihar Vaidya - https://lnkd.in/en5vKDVe #b2bmarketresearch Electronic Arts (EA)
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Hans Fischmann
IMO, the claims of nefarious actions by Google won't hold up under scrutiny. Privacy Sandbox is pretty much the direct result of GDPR fines every other day, not an anti-competitive move. Google was given a Sophie's Choice and chose the conservative route, which is where Lawyers will always land. Further, the performance arguments are nonsense. Essentially, a sunk cost fallacy. If PS results in diminished performance then marketers should focus on the new best performing channel for their marketing spend, not continue to spend on Google. Marketers used to be all in on print, radio, and TV. Times change. OTOH, if Google is still the best, but not as good as it used to be, but the changes protect consumer privacy, and Google is subsidizing the transition, then what's the issue? All this blocking and tackling over business concerns is really about consent-less data capture. Google lawyers will point that out and things will quietly get back on track. I'm with Katsur on this one.
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Lara Krumholz
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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Jeremy Sinon
Heads up. Is there a new SEO in the age of AI? 👀👀 This study shows evidence of LLM’s being manipulated to increase viability. If true, there is an excellent chance to get ahead of the game now. Great breakdown in this tweet thread as well - https://lnkd.in/gw7zXcSP #ai #seo #llms #artificialintelligence
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Katie (Risch) McAdams
In a highly divisive US election year and with AI being used to generate mis- and disinformation at an unprecedented scale, it's critical that nonpolitical advertisers dial up their placement control to protect brand safety. Check out our latest blog on navigating this environment 👇 #DigitalAdvertising #Adtech
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Jon Evans
"Chaos asks questions of you order never will" The wonderful Colleen DeCourcy retells her experience working with Dan Wieden when she took over as Chief Creative Officer at Wieden+Kennedy Her immediate response to me asking about working with Dan was this quote about chaos. We have a natural reaction against chaos because it can be destructive and unsettling but what if we reframed it as a necessary condition for achieving something truly breakthrough 🌪 Chaos propels you forward while order maintains the status quo 🌪 Chaos creates leaders while order creates managers 🌪 Chaos demands a response while order delays it 🌪 Chaos reveals the cracks while order papers them up 🌪 Chaos forces ownership while order delegates it 🌪 Chaos fosters creativity while order fosters compliance 🌪 Chaos requires trust while order replaces it It got me thinking whether there is an optimal mix of Chaos and order required to achieve breakthrough ideas and momentum? We spend most of our time creating order but what if what we actually needed was an injection of chaos? To hear more from this episode check out the links in the comments John Kearon Kerry Collinge Orlando Wood
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David Polinchock
With Comcast announcing a new bundle, it seemed like a good time to revisit something my daughter and I wrote 5 years ago. For several years, I gave most of the presentations at the AT&T AdWorks Lab and of course, talking un-bundling and cord-cutting was always part of the discussion. At the time, I used to say that I thought that cord-cutting was potentially more of a point in life thing and less of a generational issue. When you're single and loving alone or with roommates, you don't want to be the one stuck wit that monthly bill, so it makes sense. As you get older and have a family, you start to realize how much all of the channels cost to deliver all of the content you really want. Back in 2019, I asked Sydney Polinchock about the state of TV and here's what she had to say: "Consumers don’t like sifting through multiple layers to find what they’re looking for. While new streaming services such as DC Universe and Disney+ may seem like a good idea to wealthy business men looking to get wealthier, I don’t think consumers will be as excited about this trend. For them, it just means their favorite shows and movies are being removed from the sites they already pay for. They will have to pay for multiple streaming services in order to get the assortment of movies and shows they want. I can easily see this causing strife between consumers and streaming services. Personally, I am very upset that the new season of Young Justice is only available on DC Universe when I watched the first two seasons on Netflix. As a member of #GenZ, I can assure you we find ways to watch what we want, even if it’s not through conventional channels. Whether on Youtube or another less than legal website, Gen Z would rather find their own way to get the content they desire then pay for something they don’t want. However, there is a point where the desire for good content overpowers pride. In order to appeal to consumers, these new services need to keep their prices down and their options open. Users are more likely to switch if they believe the transition will be easy and painless. It is clear the decision to make individual streaming services was based on a desire to make more money, so streaming services will need to work hard to prove that they care about the customer’s experience too." TV would've failed at the very start if I needed to pay differently for each channel. I don't think we'll see these established channels failing, but there's no doubt that in a few years, we'll be back to paying someone to bundle everything again and complaining about how much it all costs. As always, love to hear your thoughts on the subject! #TV #Cable #Content https://lnkd.in/e6NtEV3b
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Tim Weinheimer
Want to hear about my thoughts on the release of Google Gemini? If so, check out this share. My biggest word of advice with this new tech is to keep an eye on sources that the AI models are pulling from. If sources have inaccurate or incomplete information, AI might be unintentionally communicating misinformation. #GoogleGemini #AIModel #AISearch
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Andrew Covato
Thank you to AdExchanger’s Allison Schiff for this multi-dimensional and cathartic discussion on the state of marketing measurement and optimization today. The widespread use of last-click is the scourge of marketing, and the broader economy. It must be relegated to only the most specific of circumstances…unless marketers like to overpay for conversions they would receive anyway. #adtech #measurement #incrementality Check out our chat below: https://lnkd.in/eem3NXhE
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