Phil Schraeder’s Post

#Cannes is nearly here and we've received over 100 meeting requests! We're so grateful and excited to see so many brands & agencies leaning into mindest and data-driven advertising. Join us for a series of discussions on CTV, contextual advertising, brand safety & more featuring executives from PMG, Horizon Media, LG Ad Solutions, Magnite, IRIS.TV, Expedia Group, Klick, AJL, FxM, Adform, The Trade Desk, Whalar, Publicis Groupe, Ad Fontes Media, and We Are Bridge. Our team at Relo Metrics will also be going big at Cannes this year, so if you're interested in measuring attribution for sports sponsorships, be sure to connect with their team and check out their space at Sport Beach: https://bit.ly/4aYKVq4 We have a bunch of other exciting activations planned and if you want to celebrate #Pride at Cannes, you won't want to miss our surprise on the Palais on Wednesday at 6:30. ;) Hope to see you there! https://bit.ly/3XmQWd0

If you're headed to Cannes and if any (or all of these) topics are a focus for you, hit me up. 1) Creative: in display, video, CTV, gaming 2) Data: advanced contextual audience targeting & insights or attention measurement 3) Sports sponsorships: measurement attribution If you're curious about how combining these solutions can help inform smarter media spend & a greater bottom line, then we should definitely chat :) https://lnkd.in/gtTtArkQ.

Yesterday we kicked off our first Mindset Newfront event in New York to dive into our vision for digital advertising. We got to hear from agencies about some of their pain points and what’s most important to them & their clients right now, and it’s mind-blowing how companies are touting contextual without proprietary or validated tech. With privacy-focused advertising taking center stage & cookies on their way out, contextual advertising is more important than ever. Unfortunately, these dishonest practices are taking advantage of the complexities of advanced contextual tech, making it hard to trust and get the best results. This is a critical moment in our industry and we have to be transparent. Even more, it's crucial for brands to demand full transparency & thorough validation from their ad tech partners. We want to help drive this change & if you haven't yet, check out our free certification course to upskill your contextual knowledge so you know how to select the best contextual partner: https://lnkd.in/ggwN_pY7 #adtech #contextualadvertising #transparency

Another day and another brand, and now their agency, duped into thinking a contextual tech provider's capabilities were proprietary and honest. We have to do better. We created an easy guide to help you understand a contextual partner’s tech. And here’s our accredited and published methodology: https://lnkd.in/gVyimU7V

We've been made aware of an alarming trend where people are being misled about advanced contextual capabilities & noticed there's a major gap in understanding best practices in selecting contextual providers. Transparency in tech is critical in our industry & with so many in the industry newly navigating cookieless tech, it’s even more important that we’re demanding transparency from our ad tech vendors. Brands especially need to lean into this. As such, I sent a letter to our global clients last week detailing this trend and shared resources on how GumGum is setting the standard for contextual transparency, like our checklist of questions you should be asking your contextual provider to understand their capabilities: - Where can I review your methodology? (Here's GumGum's: https://bit.ly/3JRCIsz) - Does the provider own their technology or are they tapping into someone else's? - How do they validate that their contextual approach is working? - Is the technology audited and accredited by a third party? - Can the technology understand the full context of a page? Beyond text and keywords, do you consider video, audio, and images for contextual classification? You can check out additional resources you can use when evaluating contextual providers in the comments below. Advanced contextual is key for the future of digital advertising and is critical to capturing the mindset of consumers, but not all contextual is created the same. I hope this encourages other contextual providers to publish their methodologies and provide transparency into their tech stacks as well.

I've been thinking about Google's announcement this week to delay cookie deprecation and its impact and while I'm not surprised by the decision, I am disappointed. As an industry, we need to move on from cookies & other identifiers. We've been putting people in binary boxes and using identifiers to try and assume that we know what consumers need and they've had enough. It's time we rally behind consumers & be thoughtful about how we're adding value to their digital experiences. Consumers are looking for brands to serve ads that are relevant & resonate with their current mindset as they bounce from one screen to the next. Cookies don't cut it and other solutions exist that are proven, scalable, and privacy-first that not only help you connect with consumers but can also influence how your creative can shine for them...just saying :) At GumGum, we understand this is a tough time to navigate and we're committed to supporting you in entering a new digital advertising era rooted in mindset. I presented our view of this last week at POSSIBLE and hope you can check it out: https://wi.st/44xT2Zb

I'm looking forward to next week's Possible event. We have a significant activation planned this year, featuring a mindfulness-inspired lounge by the pool. Also, Michelle Hulst will be presenting "The State of Brand Safety Today" on Monday morning and I'll be presenting, "The Rise of the Mindset Era" Wednesday morning. Please stop by and say hello. I look forward to seeing you in Miami.

Looking forward to speaking at ID5's Identity 2024 to discuss forward-looking use cases for identity. Register to watch the virtual event > https://lnkd.in/eht_a7aX

It is amazing to see what this team continues to do with our tech and all in an effort to shape a more thoughtful digital future for all of us. Thanks to our amazing partners for your continued input and support!