Sofia Wilson

The Secret Weapon Advertisers Overlook: APIs Ever feel like you’re never going to hit your target acquisition cost? APIs might sound intimidating, but they can be the game-changer advertisers need. Here’s how: • Filter data to focus only on paying for what’s more likely to convert. • Enable affiliates to craft better traffic distribution strategies (and make more money). • Speed up decisions with real-time, data-driven insights to maximize your ROI. It’s not just about streamlining processes—it’s about transforming how you approach results. So, advertisers, what’s holding you back from exploring APIs? If you are ready to have that conversation I’m an open book. APIs aren’t scary—they’re smart.

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Some solid advice here!

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Retail Media Ad Tech: Why cheap can cost you $$$ 🤑 In retail media, tech isn’t just a simple tool—it’s the engine driving ad revenue. Opting for budget tech may cut costs, but it often caps your growth potential. Here’s why: A retail media platform generating $50M in ad revenue might spend $5M on tech fees. Budget options could cut this to $1.5M, saving $3.5M—but that “savings” can cost you up to $200M in unrealized revenue. Advanced platforms double click-through rates and allow you to expand ad inventory, turning $50M into $250M. Leaders like The Home Depot and CVS know that high-performance tech is an investment that pays off. Oh, and we’re called Pentaleap for a reason—that’s the 5x our clients have seen in the many A/B tests we've run. Choose tech that drives growth, not just savings. #retailmedia #commercemedia #pentaleap

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D2C Brands: Are You Ready for Making the Most of Q1? The holidays are over, and Q1 is here—a golden opportunity to turn holiday shoppers into lifelong customers. Here’s your game plan: 1️⃣ Retention Campaigns: Send thank-you emails to holiday buyers with exclusive offers like “20% off your next purchase.” Launch a New Year-themed loyalty program to keep them engaged. 2️⃣ Data-Driven Personalization: Use purchase data to recommend complementary products. Example: “Bought winter boots? Here’s a care kit to keep them looking brand new!” 3️⃣ Post-Holiday Promotions: Create urgency with clearance sales like “Last chance to save on holiday leftovers!” Pro tip: Q1 is about building relationships, not just transactions. . . . . . . P.S. What’s your top strategy for retaining holiday shoppers? Let’s share ideas! . . . . . . #customerretention #ecommercegrowth #d2cmarketing #newyearcampaigns

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✅🖥️ AdExchanger (10/31): “…Samba TV was particularly interested in Semasio’s capacity for semantic analysis. The company indexes and analyzes 2.5B web pages a month to perform this function, which allows for better targeting based on a site’s content rather than the viewer. Under a typical audience targeting model, a user might go to an online tech publication and see an ad for a travel company that could feel out of place based on the site’s content, even if the user themselves is personally interested in travel. Contextual targeting that’s based on content, in contrast, would instead serve up ads more relevant to the tech publication’s purview. Notably, advertising based on content doesn’t require user data to work, making it more privacy compliant than previous models – and more actionable for the CTV landscape, where identity resolution was less robust even before the rise of signal loss. But video content is much more complex for AI models to analyze than text is, with more contextual factors at play. A travel ad makes a lot more sense juxtaposed against a culture-specific cooking show, for example, so only showing food-related ads on food-related channels would miss out on that possible connection point.” ⬇️🎃 #ai #streaming #ctv #ott #avod #dsp #ssp #fast https://lnkd.in/ejYkWZUy

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✅🖥️ AdExchanger (11/26): “There are already numerous big TV OS players on the scene, but it makes sense that more manufacturers are getting into the OS game. Advertising is a large and fast-growing revenue stream for hardware makers of all sorts. “If you are in the business of selling TVs today, your margins have been eviscerated,” said Dallas Lawrence, the chief strategy officer of smart TV manufacturer Telly. “You don’t make any money on selling televisions, so you have to have a new revenue stream.” Telly gives away free TV sets in exchange for showing personalized ads on a second screen and collecting data about what people watch. It runs an Android operating system rather than an OS of its own, which means its system can pair with pretty much any set-top box or stick. Lawrence claims this makes Telly “agnostic” in terms of the larger OS conversation. Regardless, the smart TV market is growing, particularly outside the US. As Alan Wolk, co-founder and lead analyst at TVREV noted, 40% of the world’s TVs don’t have an operating system, “so there’s a whole lot of space there for people to take over.” So, assuming consolidation is likely, what will differentiate the OS winners? User experience will be one big factor, especially where content discovery is concerned. But, more likely than not, consumers will gravitate to what’s familiar – which is also why free ad-supported streaming channels have taken off. FAST channels look more like traditional linear TV, with programmed content, regular ad breaks and even a return to the once-dreaded electronic program guide. The difference, of course, is in the cost – and in the data. Pluto TV, for example, has helped parent company Paramount achieve its second consecutive quarter of DTC profitability, while Fox’s earnings were boosted by Tubi.” ⬇️ #streaming #tvos #ctv #ott #fast #vmvpd #avod https://lnkd.in/eXcKicRn

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Some good points are made by PubMatic’s Andrew Baron in AdExchanger’s latest Data-Driven Thinking column. Ironically, cookies were never that big of a problem in the first place—your humble, anonymous cookie is far less personal than a hashed email (which, as the FTC recently reminded us, is in fact still PII). But to the writer’s point, years of worrying about their impending deprecation have led to some very positive changes. First- and carefully curated and enhanced second- and third-party data will always yield better results, assuming you can protect the privacy of the consumers who produced it. And yes, whatever more personally identifiable data you’re working with—whether it’s sell-side targeting, modeled audiences, or contextual signals—alternative IDs have shown great promise in creating a layer of privacy protection. However, the real challenge arises when these identifiers traverse the bidstream and are shared with third parties. No matter how secure your encryption, once data leaves your control, it’s vulnerable to exploitation or reverse engineering. Anything can happen. The signals aren’t the problem—it’s the way we’re sharing them. We built Symitri to solve these inherent privacy challenges in adtech infrastructure. By ensuring that personally identifiable data never leaves the control of its owner, Symitri offers truly deterministic targeting without sacrificing privacy. With Symitri, you can achieve precision, performance, and privacy—no compromises necessary. #Symitri #Privacy #DataProtection #Trust #TRUSTX https://lnkd.in/eS9Aem8B

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I know what side of the fence I'd want to be on.. "Some ad tech vendors, such as Trade Desk DSP, Walmart DSP, Ozone | Powering the premium web , Kargo SSP, and TrustX SSP, were not observed transacting any ad impressions on the sample of “Made for Advertising” websites observed in January 2024.The lack of their presence in this report may be due to the limits herein, and wider conclusions should be withheld until this topic is further researched. However, many other media agencies, verification vendors, DSPs, and SSPs were observed transacting MFA inventory on behalf of hundreds of different ANA brand members in January 2024, in some cases serving the same brands’ ads hundreds of times to the same individual consumer on an auto-refreshing MFA page. Several of these vendors had announced initiatives or policies to filter MFA inventory in various formats, but were still observed placing ads on MFA." https://lnkd.in/ey5YzA_e

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Announcing Aperiam's Latest Investment: Gigi! 🍒 Aperiam continues to make strategic bets in commerce media and CTV, the fastest-growing segments of digital advertising. With Amazon Ads being the largest commerce media channel AND the fastest-growing Streaming TV ad platform, we are excited to introduce our latest investment: Gigi. Why Gigi? 1) The product. Gigi’s unique ability to integrate a brand's first-party commerce data with Amazon's data for audience enrichment and deterministic omnichannel measurement sets it apart. This powerful combination enables brands and agencies to buy and measure Amazon Streaming TV ads more effectively. 2) The team. The founders behind Gigi consists of experienced commerce media executives - led by cofounder and CEO, Adam Epstein - who have a bold vision for the future of Streaming TV, commerce media, and data collaboration and a history of success in commerce media. Their expertise ensures that Gigi is at the forefront of innovation in this space. We believe Gigi’s capabilities and the vision of its team will drive significant advancements in how brands leverage data to enhance their advertising strategies on Amazon’s platform. Check out Gigi here: https://gigico.tv/ cc: James Borow Joe Zawadzki Danilo Tauro, PhD

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📹 Amazon is Shaking Up the Streaming Advertising Market! 📺 In January, Amazon made a bold move by making all Prime Video subscriptions ad-supported by default. Just six months in, the impact is clear and brands need to pay close attention to how this will further change the advertising landscape: 🔸 Subscription Changes: Prime Video now defaults to ad-supported at $14.99/month for Prime members and $8.99/month for non-Prime members. Want ad-free? It’s an extra $3/month. 🔸 Market Impact: Amazon joins Netflix and Disney in offering ad-supported tiers, leading to an oversupply in the ad marketplace and therefore companies like Disney are now working harder to attract advertisers. 🔸 Ad Market Dynamics: Prime Video could add over 50 billion impressions to the connected TV (CTV) market this year. Amazon's aggressive pricing strategy is pushing down ad costs, with CPM rates between $30 and $35 which is causing competitors, like Netflix, to lower their CPM rates to stay competitive. 🔸 Competitive Edge: Amazon’s extensive audience reach and customer data from Prime gives it a significant advantage! They can integrate their search advertising with Prime Video, enhancing content monetization and lowering ad prices. 🔸 Market Trends: More consumers are opting for cheaper ad-supported streaming plans. MoffettNathanson predicts a 33% growth in advertising video on demand this year. 🔸 Industry Adaptation: Amazon's approach is pushing the industry to focuse more on market share over high ad prices. SO... What are some things you should be thinking about for YOUR brand? 🔹 Commitment to a proper investment and appropriate flight length 🔹 Plan for ample amounts of video development and to A/B test 🔹 Leverage your data to create tailored targeting 🔹 Take advantage of competitive pricing NOW - test early & often 🔹 Look for the halo effect and take advantage of retargeting 🔹 Up your influencer marketing game - it can boost your credibility, especially with young shoppers 🚀 Exciting times ahead for streaming and advertising! We're following them closely here at The Topo Agency, so if you looking to learn more follow along, reach out to me or someone from my team and as always head over to our website at www.thetopoagency.com to learn more about service offerings! #Streaming #Advertising #Amazon #PrimeVideo #Marketing #TechTrends

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Just in time for the #WorldSeries-- Roblox users can now show off their team spirit on their avatars. Official Major League Baseball (MLB) team jerseys from all 30 teams are now available for purchase in our marketplace! Sports fandom lives on Roblox and wearing your team’s apparel is a key form of self-expression for fans. According to #GWI insights: ⚾ Half of Roblox users play sports video games with low duplication with some of the most popular titles. ⚾ Roblox users are 40% more likely than the average sports fan to have bought an official jersey in the last 6 months Thank you to Jamie Leece, Jason Schreiber, Paul Crockett at #MLB for bringing their teams to Roblox. Happy that now all fans can support their teams from the stands, their couch and the virtual world! #futureofsports #sportsmarketing #worldseries2024 #majorleaguebaseball #yankees #dodgers #immersivemarketing #genzmarketing #genz #fandomforthefuture

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Reddit, Inc. went public earlier in March, and it's first earnings call CEO Steve Huffman attributed this growth to an increase in Reddit’s daily active user base due to a boost in search traffic from Google. I found this interesting because as a juxtaposition, many companies are crying foul over Google's Search Core Updates which are now pushing traffic to certain larger publisher sites. The main issue is a lack of transparency of what's changed and why in the eyes of many SEO consultants https://lnkd.in/gqVnjkAD Regardless, it's clear Reddit is a winner 🏆 of these changes. "Huffman said the bump in logged-out traffic came disproportionately from search. It was prompted not by the partnership with Google that Reddit announced in February, but by improvements the platform has made to its page loading speeds, which improves its Google Search rankings." While this maybe true, I think there will be conspiracy theorists out there who will be skeptical given that partnership agreement which allows among other things, Google to license Reddit's user-generated content for model training.

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Exciting New AI-Powered Updates from Google Ads 🚀 We’re thrilled to announce new features in the G-Ads platform to supercharge results... 🌟 Asset-Level Conversion Reporting for Performance Max + Gain transparency with conversion metrics. + Optimize your creative with detailed insights. + Ensure brand suitability on YouTube and Display. 🎨 Expanded Generative AI Image Editing + Add, remove, or replace objects. + Expand backgrounds and crop to different ratios. 📱 Asset Generation for App and Display Campaigns + Accelerate creative asset building with improved AI tools. + Access new image generation models for better performance. 🤝 New Creative Partnership with Typeface + Seamlessly integrate assets from Typeface into Google Ads. + Follow best practices with provided templates for Performance Max. + Stay ahead of the curve and elevate your ad game with these powerful tools! https://lnkd.in/g8T5MzXi #GoogleAds #DigitalMarketing #AI #CreativeTools #PerformanceMax #Innovation

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Netflix is the latest titan to recognize the value of programmatic advertising with the announcement of its strategy to distribute unsold OTT/CTV ad space across several different providers. The Trade Desk, Google DV360, Magnite are cited as the next batch of providers. Up until now, CTV media buyers had to go through Microsoft Xandr DSP or book with Netflix publisher-direct. It reminds me of the moment when Lamar Advertising Company took the same bold step to ensure their unsold space was programmatically available in top notch, third party SSP platforms like Place Exchange and others. It’s a rite of passage. Expanding the surface area of buy-side and sell-side platforms unlocks massive revenue dollars, when done right. Some of the smartest people in the world of business work at Netflix. This is proof of that. Many hands make light work! This layers on a new dimension for marketers when they say that they can now “Netflix and Chilll”. 📺😎👏🏼 #programmaticadvertising #ctv #innovation #followthemoney https://lnkd.in/gJU9ytZi

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Is Spotify about to become the next big player in programmatic advertising? Spotify's move towards its own SSP is paying off, with media buyers reporting a surge in programmatic spending on the platform. As Spotify nears its first profitable year, programmatic buys have increased nearly 58% year-over-year, while direct buys grew only 4%. With Spotify’s growing user base and ad-supported tier, programmatic ads are expected to drive even more growth as the platform positions itself to meet marketers' needs in the programmatic space. #Spotify #ProgrammaticAds #DigitalMarketing

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✅🖥️ AdExchanger (6/3): “Seedtag was mainly attracted to Beachfront’s SSP direct integrations with TV and streaming publishers, which is something that Seedtag doesn’t have much of. These publishers will attract new demand and more scale for Seedtag’s contextual ad products. Seedtag entered the US market in 2022. But it wasn’t until earlier this year that it launched its first CTV-focused contextual ad product that allows advertisers to apply contextual targeting signals to their streaming buys. More advertisers are now looking for addressable alternatives in light of signal loss and privacy concerns, which, in turn, is driving more interest in streaming ad products. Hence Seedtag’s decision to buy rather than build in order to capture that growing demand. Beachfront operates both a video-focused supply-side platform and ad server.” ⬇️ #streamingtv #ssp #dsp #ctvadvertising #spo https://lnkd.in/evvUE4hY

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We've got no dog in this fight, have never done affiliate or adsense/programmatic, but effectively killing the affiliate model with March core/hcu and then trying to recreate it around their own ad platform is deeply cynical and anticompetitive https://lnkd.in/exVFqnc2

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Have you seen this? Search Engine Land has published a great summary of the DOJs closing statement in the Google antitrust trial. It had been clear throughout the trial how much pricing manipulation has been done, but seeing it summarized in one place makes it so much more striking. It's clear Google has not lived up to their "don't be evil" standard. And yet, here we are as marketers with no viable alternatives to the investments made in Google paid search. https://lnkd.in/eq2caTQi #paidsearch #cpcs

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Sponsored Display Ads on Amazon are continuing to bring the power of DSP to every brand. Over the last few years, we've seen a bunch of metrics and capabilities that were traditionally only in DSP become available through Sponsored Display. For example, you can set the same goals in Sponsored Display Ads as DSP. Same thing with accessing Streaming TV inventory. It's in the Ad Console now. Rather than replacing DSP, Amazon is doing this to give brands a low-risk way to try these features out. Why use Sponsored Display? 1. Driving traffic off of Amazon Brands can now use Sponsored Display Ads to drive traffic off of Amazon, which is huge for brands with a DTC presence (and especially Buy with Prime) 2. It can be cheaper Sponsored Display doesn't have minimum spend thresholds, whereas DSP does (to make it worthwhile). 3. Shorter engagements Spending larger budgets on DSP can force brands to commit to months-long engagements v. a "test and see" approach from Sponsored Display. Now, Sponsored Display isn't going to give you all the features you have from DSP, and I recommend that brands look to build strategies around DSP. But Sponsored Display can be a good proving ground for DSP. Build a capability and use case on Sponsored Display and then scale it on DSP. #SponsoredDisplay #DSP #AmazonSellers

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