Rick Corteville

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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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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💡 #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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The relentless march of advertising tech has spawned trends that keep turning the industry on its head. Over the past decade, we've seen a tectonic shift from the old-school ways to a world where programmatic ads and paid searches reign supreme. From hyper-targeted ads to AI-driven campaigns, the advertising landscape is evolving faster than ever. Read on for more: https://bit.ly/4ea1QIN #AdTech #DigitalMarketing #ProgrammaticAds #FutureOfAdvertising #Innovation #MarketingTrends #DigitalTransformation

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📊 Ad Measurement 🎯 Attribution 📈 Incrementality 📺 Media Mix Modeling (MMM) 🧪 Testing As you know, these are all near and dear to the Round Barn Labs team and me, and they are central to our discussions of learnings on the Always Be Testing podcast! When budgets are tight, and more rigor than ever is needed to measure performance marketing, you better have your ad measurement game TIGHT or TOIT, depending on your preference 😉 Jeff Greenfield is an ad measurement veteran who nails Episode #43. 🏫 Built and sold C3 Metrics based on tagging solutions to understand multi-touch attribution 🏡 Rise of walled gardens, no impression tags in TikTok and Snap 🔏 iOS 14.5 changes 🍪 Pending Cookie Deprecation 💻 Measurement cannot be at the user level anymore 🚀 Launched Provalytics to address a hybrid of MMM and cookieless attribution "The Future of Ad Measurement is on-site improvements and ad and campaign updates." - don't sleep on CRO and its impact here. 🖥 He believes one vendor can take more of the ad measurement market 🔥 Most brands are overinvested in non-brand paid search b/c they are not invested in full-funnel enough. Spotify: https://lnkd.in/d4VhNDv3 Apple: https://lnkd.in/dHUP2HaY

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🚀 Unlock the Future of Marketing! 🚀 Ever wondered how cookie-less attribution is revolutionizing our industry? I had an in-depth chat with Tye DeGrange 📈 on the “Always Be Testing” podcast about this game-changing technology. 🔍 Discover the secrets to data-driven growth and how you can stay ahead in the evolving digital landscape. 🔗 Listen Now Spotify: https://lnkd.in/d4VhNDv3 Apple: https://lnkd.in/dHUP2HaY #MarketingRevolution #DataDriven #Podcast #Cookieless #GrowthHacking #attribution

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How often do you leverage old-school approaches like direct buying, contextual advertising, and brand lift studies? See why legacy strategies like these are making a comeback as advertisers adapt to signal loss 👇 #DigitalAdvertising #Adtech

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In today’s economy, how are CMOs reinventing themselves to ensure business and client success? Our very own CMO Jackie Cutrone spoke with EssenceMediacom's Global President, Kristin Gower, and Xerox's Chief Growth & Disruption Officer, Deena LaMarque Piquion to discuss the evolving role of B2B CMOs. Some of the transformations include: 🖥️Strategic Reinvention: Deena discusses Xerox’s shift towards a unified, service-led strategy for the hybrid work environment 🤖AI in B2B Marketing: Marketers are now leveraging AI for advanced personalization and segmentation 🧑‍💻Cross-Functional Collaboration: It’s important to break down silos within the company and include key IT and data leaders in marketing meetings to build trust and unify efforts Discover the full evolution here: https://hubs.li/Q02xZnY10

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As digital #advertising continues to evolve, #Amazon is actively tempting publishers, offering enticing opportunities to tap into its vast ecosystem. This article shares the strategies Amazon is employing to woo publishers, highlighting the symbiotic relationship between the #e-commerce giant and content creators. Publishers, in turn, are teaming up with Amazon to unlock new opportunities and reach even more eyes, which creates a win-win scenario for both parties. #AmazonAds #DigitalAdvertising #PublishingPartnerships Digiday Ronan Shields Seb Joseph

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More Waves Coming in the AdTech World! 🌊🌍 Seedtag just made a splash by acquiring Beachfront, a top-tier CTV ad platform! With this move, Seedtag is supercharging its contextual advertising capabilities by integrating premium CTV inventory. Imagine AI-driven, privacy-first ads reaching audiences with pinpoint accuracy across multiple channels. 📺✨ Jorge Poyatos, Co-CEO of Seedtag, calls this a game-changer for brands navigating the CTV landscape. With CTV ad spend set to hit $30 billion in 2024, this acquisition couldn't come at a better time! 📈 Stay tuned for more innovative ad solutions from this dynamic duo! 🤝 #AdTech #CTV #Innovation #Seedtag #Beachfront #Advertising #PrivacyFirst

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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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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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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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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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Couple months ago, I wrote a bit about streaming’s Marshall Plan and what ‘winning the peace’ might look like (https://lnkd.in/gVKkxXEr).  Well, we all know about subscription and AVOD revenue being an important driving force (which will be on display Thursday when Netflix releases its earnings) but what about the third revenue stream - licensing and syndication? Suits continues to be the high bar for the Streaming Peace. Blessed with Netflix’s magic touch, the show generated 57.7 billion minutes in 2023 and will now be distributed through the Fox-owned MyNetworkTV syndication service to its 11 owned and operated channels and 186 affiliates. While the deal harkens back to the heyday of traditional broadcast syndication, it smells like $. Make no mistake - this doesn’t happen without Netflix. And it remains a huge positive for the entire ecosystem. https://lnkd.in/gwbEt64u

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In this episode of Basis Technologies #AdTechUnfiltered, Why Of AI Founder and CEO, Alex Castrounis, chats with host Noor Naseer about the basics of AI and how advertisers can effectively leverage the emerging tech. Listen today: https://ow.ly/FR4U30sCuNK #Adtech #DigitalAdvertising #AI

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As third-party cookies become obsolete, companies relying solely on third-party data will struggle. In today's privacy-centric landscape, it's critical to collect data directly from your audience to not only craft a better, more defined user experience, but provide your advertisers better insights into the engagement of their digital marketing assets. Want to learn more on how Products Finishing continues to invest in audience development and how that provides our advertisers better analytics? tluciano@gardnerweb.com #dataprivacy #customerinsights #firstpartydata

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What's powering retail and commerce growth? Can AI impact the commerce experience? How can personalization be more relevant? What's on the horizon with the upcoming holiday season? All questions we tackled in the latest Beet.TV and Rokt feature! Thank you for the feature Andy Plesser! #commerce #crm #adressablerelationships #networkedexperiences https://lnkd.in/ebVEg6b9

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