Amy Murray

NEW IAB REPORT: Connected TV (CTV) Ad Format Landscape: How Standardization Can Drive Programmatic Growth and Innovation 📲 https://okt.to/xCgsr1 As #CTV viewership and ad spending soar, it’s clear that the lack of standardization across platforms is stifling the industry’s potential. IAB’s new report explores how innovation in immersive, interactive ads can improve the experience for both advertisers and viewers, fostering a mutually beneficial ecosystem, and offers a comprehensive overview of established and emerging CTV ad formats while highlighting the urgent need for #standardization.

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Digital video ad spend is becoming more performance-driven, with tangible metrics like sales, store visits, leads and website actions now the most important KPI for determining success with digital video. #mediaplanning #mediabuying

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Check out this AdExchanger piece by TrueData's own David Berman! Learn about factors impacting data collection across the internet that you should pay attention to and strike a balance between accuracy and scale to reach your audience effectively. https://lnkd.in/gDmdRiRB

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Great read from Bill Duggan about the importance of standardization when it comes to retail media networks' measurement. "Retail media networks are walled gardens—they are ad ecosystems that don’t share data—making it difficult to compare RMNs. To optimize investment, marketers need to be able to make apples-to-apples comparisons between RMNs," writes Duggan. #PerformanceMeasurement #Retail #Media #Advertising

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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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Interesting insight into conversations between Google and publishers, all seemingly focused on yield optimization for their respective organizations with little discussion on improving advertiser campaign performance or return-on-ad-spend. Advertisers investing in programmatic digital media really need to take note of the continued lack of transparency, hidden ad tech fees, and manipulative pricing methodologies that are emblematic of this space and that are sapping their working media dollars.

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“The industry’s North Star of reaching the right person at the right time with the right message has always been a seductive fallacy. It requires us to turn a blind eye to innate human psychology and how consumers actually make purchase decisions. This pursuit has led us to prioritize technological capability over consumer reality, ignoring the complex and often irrational nature of human decision-making.” Absolutely spot on and prescient as we sit on the precipice of AI. Human behavior and psychology are maddeningly complex and unpredictable. While we invent new ways to quantify it (cookies, LLMs, propensity scoring) it will continue to surprise us and keep us guessing. That’s why marketing is a dynamic and exciting career to jump into and what keeps me coming back again and again.

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How does contextual targeting ensure privacy and precision for #CTV? With audience-based data losing its edge due to fragmentation and privacy concerns, contextual targeting emerges as a long-term solution for Connected TV, offering: 🎯 Precise, content-aligned targeting without relying on user data 🔐 Full compliance with privacy standards 🤝 Actionable contextual signals through strategic adtech partnerships Discover more in this ADWEEK article by Kartal Goksel, CTO at Seedtag: https://lnkd.in/ekmW-W5H #PrivacyFirst #ContextualTargeting #AdTech

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Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gBPjigx6

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📺 TV advertising has evolved dramatically, shifting from age-and-gender targeting to advanced audience-based buying. Alison Levin, NBCUniversal’s president of advertising and partnerships, discusses this transformation on the latest AdExchanger Talks episode. Discover how advanced targeting improves ad relevance over traditional demo-based methods. Tune in to hear more!🎧

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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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Advertisers can now utilize Walmart's data for targeted ads on Hulu and Disney+ programmatically, enabling improved ad targeting and attribution insights. https://lnkd.in/gJMqWVSw #retailmedia #programmatic #datatargeting #attribution

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The digital marketing landscape is evolving, emphasizing the significance of attention metrics over traditional indicators like clicks and viewability. It's time for the industry to prioritize genuine consumer engagement to enhance media quality. #DigitalMarketing #ConsumerEngagement #AttentionMetrics https://lnkd.in/gVYfqj4V

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To stay competitive in 2025, businesses must embrace key shifts in go-to-market strategies. AI and automation 🤖 will streamline marketing operations, enabling smarter, data-driven decisions. Personalization will reach new levels, allowing brands to deliver tailored customer experiences that resonate deeply on an individual level. Seamless omnichannel integration will ensure a cohesive journey across all platforms, enhancing engagement and consistency. Focusing on customer experience will be vital for brands aiming to stand out, as customers increasingly expect exceptional interactions. Ethical data practices 🔒 will play a central role in building trust, with transparency becoming essential for both compliance and customer loyalty. Together, these trends will shape a more dynamic, customer-centered approach to market strategies. Read the full article here: https://lnkd.in/g93cykCK Looking to elevate your brand’s marketing strategy? Call LMA at (858) 537-9600 ext. 109 to get started today! #GTMStrategy #MarketingInnovation #BusinessGrowth #DigitalTransformation #CustomerExperience

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Love this short piece of James Rooke's address at the Future of TV in the UK. We're big fans of multi screen TV at Adgile, because as James says, Television works at every level of the "funnel" - from Awareness (Brand) to Conversion (Performance). Every "Brand" study in the last 25 years has demonstrated TV's power at the top of the funnel - but it's not an either or. To play in the performance space, though, you have to match the platforms for speed. To paraphrase "The truth is on our side, but if it's too slow it doesn't matter" That's where we come in. At Adgile, we're delivering metrics that prove digital and linear TV advertising works, in real time, at a granular level (so you can optimise your inputs in flight). The Power of Premium Video, with the simplification of platform reporting, delivered at speed ... to drive your business outcomes #FutureOfTV #Adgile #MultiScreenTV #Advertising #Marketing #BrandAwareness #PerformanceMarketing Craig Service Shaun Lohman Stu Carr

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Data quality is the unsung hero of marketing influence. Without clean, integrated data connecting your CRM pipeline to marketing efforts, you're flying blind on: - Attribution - Pipeline influence - Budget justification Tech integration isn't just an ops problem. It's marketing's lifeline to the C-suite. Clean data = Clear insights = Concrete influence

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Is your media measurement all grown up? 🌱 Take LiveRamp's quick 5-minute assessment to find out where your strategy stands—and unlock tips that’ll help you boost ROAS, engage your audience, and fill in the gaps.https://https://lnkd.in/dgpP5Rwg

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Don’t miss out on the digital revolution and the imperative for data-driven advertisers to embrace transformation. From investing in first-party data infrastructure to retooling technology —seize the moment and propel your business into the future. Read on for more: https://bit.ly/3UCj6i5 #DataDriven #DigitalTransformation #AdvertisingRevolution

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