Sean Black

Your Customers Are NEWS Consumers: 69% of consumers say advertising in “disconcerting” news has no negative effect on how they perceive a brand. And 94% of US consumers have a neutral or positive perception of brands that advertise in “quality” news content, according to IAB research.

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I still believe the best way to buy all media, when possible, is programmatically to enable decisioning. However, the current setup isn't efficient and frankly kinda sucks when it comes to TV. Between fraud and unnecessary middlemen that don't add value, we need a change. (Yes, Goodway Group is already on its way to a huge CTV buying overhaul that will deliver 30-40% more CTV value for brands shortly!)

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4A's Matt Kasindorf and Association of National Advertisers' Greg Wright weigh in on today’s client-agency relationships, why success is still so subjective and the growing need to establish clear definitions of value via Ad Age’s Ewan Larkin. #CostofthePitch2 #advertising #TSEclientwork Read the full piece below 👇: https://lnkd.in/e8VnaP9m

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In a piece highlighting the industry's rising nextgen media buyers, our VP, Integrated Investment, Katelyn Rodkey talks smart investment strategies + approaches for brands to win now and well into the future, including focusing on programmatic buying, leveraging emerging tech to be more reactive to changing trends and speed to market. Read more in Ad Age.

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As the CTV landscape evolves, contextual AI is becoming essential for advertisers, addressing key challenges like targeting limitations, transparency issues, and lack of real-time insights. Jon Wallett VP of Sales, East Coast at Seedtag, emphasizes that innovation in contextual targeting is crucial for future success. Seedtag's contextual AI, Liz, enables brands to develop effective audience strategies, enhance creative messaging, and gain valuable insights, all while adapting to real-time trends. Wallett argues that embracing these advancements will drive greater transparency and more inclusive, interest-based targeting, making contextual AI indispensable for modern advertising. Watch the full interview here to learn more 📺 : https://lnkd.in/eZadMN24 #ContextualAI #CTVAdvertising #InnovationInMarketing

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The majority of media services operated by holding companies are buoyed by principal based buying. This is a major concern of marketers and procurement executives, recently brought into focus by the Association of National Advertisers.    At CROSSMEDIA USA, we never compromise neutrality or engage in principal based buying. But as Jack Neff at Ad Age reported, we have a solution that turns principal based buying into procurement based buying.    The Cross Connect is designed to be a fully transparent, triple opt-in, triple-bid marketplace that secures quality inventory at principal rates. And the best part, the client knows exactly what they are paying for.    If you are looking for access to a $5B+ marketplace and full media operational transparency, let’s talk.    #transparency #mediabuying #procurement #neutrality #independence #ANA #CrossConnect

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Perhaps you noticed media costs increasing on some key digital platforms leading up the Presidential Debate.... well you are not alone! Check out our summary and POV on what to expect and what you can do as election season continues to heat up. #media #mediaplanning #agency #analytics https://lnkd.in/g83jUYmA

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Still processing last night's announcement of Chrome’s cookie deprecation delay? You’re not alone. Hear what Proximic by Comscore's Managing Director Rachel (Eisenberg) Gantz has to say about it 🍪 ⬇     “With the news last night of another Chrome cookie deprecation delay, many have resurfaced questions of what now? With ongoing privacy regulations and the resulting signal loss challenges each surface, today brings a call for the industry to maintain speed and urgency and not take our foot off the gas when it comes to developing more effective solutions to reach audiences at scale, with relevant messaging, while respecting user privacy.    We cannot look back – Proximic by Comscore’s ID-free Predictive Audiences are an example of using challenge to create something better. Our use of AI to bring together first-party and contextual data for privacy-resilient targeting has proven to deliver nearly double the reach of ID-based advertising at a one-third lower cost.    What the industry is grappling with is much broader than replacing cookies. It is an opportunity to improve the way media is bought and sold in a way that benefits consumers and the ad tech ecosystem at large and the latest delays should not deter our focus on that."  - Rachel (Eisenberg) Gantz   For more information about Proximic’s ID-free targeting solutions for advertisers and publishers contact us: https://lnkd.in/eh-3S95N Read the full story: https://lnkd.in/dDPhy_Bj #cookies #cookiedeprecation #chrome #programmaticadvertising

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Busy week in the industry ahead of Cannes 🇫🇷 Roku Exchange will provide more signals advertisers want. The line between programmatic and direct buys is getting blurrier. 📺 Go Louqman Parampath! Oracle is shutting down its ads business. If you’re not 100% in the media business, the rapid changes in the privacy world pose too great of a risk. ❌ Seedtag acquires Beachfront! Contextual signals are super important for CTV, not just environments that rely on cookies. 🌐 LiveRamp RampID is now integrated into Nielsen ONE! Comprehensive measurement requires interoperability. 📊 Experian launches an onboarding business. If anyone can shake up the onboarding business its Experian! 💼 Shout out to old colleagues Kimberly Gilberti Adam Kobus ❤️ Albertsons Media Collective TV Launch. Another RMN expands to CTV where higher CPMs and additional inventory are a catapult for growth.  🚀 And this is only a snapshot of the news 🤯

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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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“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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When was the last time you saw a TV commercial? Many consumers have moved to streaming television (CTV/OTT) over linear cable, but ads are quickly infiltrating what has been an ad-free arena. Two things are happening: the American public is moving to streaming, and ads on streaming are growing fast. A recent report by DoubleVerify and TVision highlights some compelling data on the growing influence of CTV ads, indicating a shift in viewer attention that marketers cannot afford to ignore. According to the report, U.S. viewer attention to CTV ads surged to 51.5% in the first quarter of this year, up from 49.2% the previous quarter. While linear TV still holds a slight edge in overall ad attention at 54.5%, premium CTV apps have now surpassed linear TV, achieving a remarkable 56.1% attention rate. This trend signifies a pivotal moment for advertisers. With CTV ad volumes increasing across major brand categories, industries like education, electronics, and consumer products are witnessing significant boosts in ad spend. Additionally, political and government ads have seen a surge as we approach the upcoming election cycle. The report also reveals interesting insights into consumer behavior. Most households use three or fewer CTV apps, with YouTube, Netflix, and Hulu leading in viewership. Furthermore, the reach of free ad-supported streaming TV (FAST) apps, such as The Roku Channel, has grown by 9%, reflecting the expanding CTV ecosystem. So, what does this mean for advertisers? 1️⃣ Enhanced Engagement: CTV offers an interactive and immersive viewing experience, capturing viewers' attention more effectively than traditional linear TV. 2️⃣ Targeted Advertising: With advanced data analytics, CTV enables precise audience targeting, ensuring that ads reach the right demographic at the right time. 3️⃣ Flexibility and Innovation: CTV allows for creative ad formats and dynamic content delivery, allowing brands to experiment and innovate. Yan Liu, CEO of TVision, aptly stated, “Each quarter, we see advancements in CTV advertising - in terms of reach and scale but also in terms of attention and engagement from viewers.” This sentiment is echoed by the report's findings, which underscore the increasing value and effectiveness of CTV advertising. As we continue to navigate the transformation of media consumption, it's clear that the CTV trend continues to grow despite naysayers. But evenmore importantly, in the same way that death and taxes are inevitable, so are ads. Brands that leverage the unique advantages of CTV will be better positioned to engage their audiences, drive conversions, and achieve long-term growth. ❓ What are your thoughts on the evolution of CTV❓ Comment 👇 For more insights, check out the full article here: https://lnkd.in/etw-q_Ri #Marketing #CTV #Advertising #DigitalTransformation #AdTech Data Genomix

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"Retail media is relevancy meets reach meets conversion." Jacquelyn Baker, CEO at Omnicom Commerce offers a deep dive on the transformation of the retail media industry in Rokt's Beet.TV Leadership Series. Watch her video and read more insights on our blog ↓

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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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As the nation’s attention is focused on the gridiron, advertisers are harnessing the potential of Connected TV (CTV) to engage with audiences in real time. Yet, without precise measurement tools, they risk missing out on invaluable insights into campaign performance and audience behavior. In the frenzy of the event, advertisers must ensure their CTV strategies are finely tuned to resonate with viewers across platforms and devices. With precise measurement, they can not only gauge the impact of their ads but also optimize future campaigns for maximum effectiveness. Check out the adage article below! https://loom.ly/CCm-zLs #CTV #DigitalStrategy #OnlineAdvertising

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Instacart earns MRC accreditation for the grocery tech company’s impression, click and viewability metrics across several ad formats, as retail media competition heats up. the Media Rating Council (MRC) has granted accreditation for the #grocery tech company’s impression, click and viewability metrics across Sponsored Product, Display, Shoppable Display and Shoppable Video ad formats in both the U.S. and Canada. Instacart’s MRC accreditation could give its #retailmedia offering a leg up as advertisers look for clarity and consistency for their ad spend in the rapidly growing channel. Instacart has looked to offer advertisers full-funnel ad options, with top-of-funnel discovery ad products including Shoppable Display and Shoppable Video ads using rich media to drive conversion while Sponsored Product ads help brands to maximize sales and category share. Previously, Instacart partnered with third-party verification providers DoubleVerify and Integral Ad Science around viewability and invalid traffic measurement. The company has also looked to scale its retail media offerings through deals with Google Shopping ads and artificial intelligence-powered smart carts. #advertising #retailmedia

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