Camilla Cho

It’s upfronts week, with many of the big TV networks, from NBCUniversal, to Fox to Disney, and Warner Bros. Discovery hosting their annual presentations. Streaming giants Netflix and Amazon are also joining the festivities.   Measurement is emerging as an important part of this upfronts season, as advertisers are searching for more than just scale — they want to tie measurement and attribution data back to business results — meaning there is a bigger focus on the full loop from reach to conversion. Add in all the jockeying to be the dominant measurement currency and there’s a lot to talk about - with perhaps nothing more foundational than #identityresolution (especially for the connected household). It was a pleasure to join Chris Brooklier from The Trade Desk to talk about all of these things--and how Blockgraph is playing the important role of "data draino" unclogging the pipes of addressable television (credit Jonathan Heller). #householdidentity #measurement #attribution #signalloss #connectedTV #privacy

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👏 👏 👏 Well done Nielsen for getting closer to a meaningful, holistic consumption snapshot. Next step: Parse this by age/demo to allow trend prediction modeling to become clearer. #TV #television #CTV #streaming #FAST #AVOD #SVOD #measurement #broadcast

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"Coming together is a beginning; keeping together is progress; working together is success." - Henry Ford In my recent interview, I highlighted the game-changing potential of our new CTV traffic direction. This innovation stems from long-standing partnerships, emphasizing how collaboration fosters breakthroughs. Partnerships are the bedrock of innovation, enabling us to pioneer unique offerings that drive performance and reshape the industry landscape. #PartnershipPower #InnovationLeadership

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On the heels of the Walmart acquisition of VIZIO, Roku has partnered with The Trade Desk, allowing TTD’s customers with access to Roku's data to enhance campaign optimization for streaming viewers via ACR data. This is in line with Roku’s partnerships strategy and creating more demand and collaboration within their walled garden to drive yield with enhanced audience precision, but this behind the velvet rope of PMP deals. What makes this interesting is that this play an important role with #CTV activation, but we cannot lose sight of the Roku data accounts for 38% of the US streaming hours and the wide array of companies participating in the Roku Measurement Partner Program, where Roku’s first-party data provides measurement partners a privacy safe, identity backbone – allowing for better coverage and accuracy when it comes to campaign reporting, verification, brand safety assessment and other measurement use cases. #CTV #Streaming #Inscape #Measurement #DataTargeting https://lnkd.in/eDRGGnDr

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This is such a wonderful news to learn that Connected TV is gaining traction in this marketing world. Honestly, everytime I see a brand buying the tiny bottom footer of the top header banners with illegible fonts and images on mobile, I cringe and almost want to scream. Cheap CPM and CPC is not about sacrificing your brand image to chase the reach figure. A reach is nothing to your potential customer is you can’t even communicate your message clearly and standout from the crowd. Time to rethink everyone? What metrics matter most? Ultimate is always the revenue and margins, not your reach and frequency figures. When will we shake off this mindset?

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Announcing our commitment to enabling clients to buy Roku #CTV inventory the way they want with all the necessary signals and data

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News is out that Beachfront is now part of Seedtag - but what does it mean? Seedtag is enhancing its contextual solutions to provide highly relevant and engaging content across all screens with: 🤝 Contextual Targeting + Premium CTV to reach highly relevant audiences with laser precision. 🍿 Expanded CTV inventory providing a broader range of premium CTV placements. 🔒 Privacy-first advertising that delivers putting user privacy regulations first. 💡 Deeper audience insights with more effective campaign planning and optimization. Ready to push the boundaries of #CTV advertising? Discover more: https://lnkd.in/eXsKpwBf #BeachfrontxSeedtag #ConnectedTV #ContextualAdvertising

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About 18% of TV/Digital Video is traded on media currencies defined by MRC, the other 82% is defined by Numeris. However, as media properties move from linear to streaming (story below) the MRC currency universe grows while the Numeris universe erodes. It's not about the size of the overall audience or time "tuned". It's about moving from GRP currency to Impression currency which severs the content metric from the ad metric.

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Today is a great day for the future of digital marketing in the world, as Ibotta, Inc. founded by Bryan Leach raised $577 million in IPO. Every founder has some inspirations. David Vélez had Capital One as one of his inspirations for Nubank. Being a much more mature market for entrepreneurship and innovation, the US has several benchmarks for Brazilian startups. As someone encounters a problem worth solving in our country, it is natural and wise to think someone else might be actively tackling the same problem elsewhere, as the timing of our market is different. Ibotta, Inc.'s IPO represents a bright moment for everyone who believes and foresees that first-party data players are the next generation of digital marketing, consumer insights and loyalty. By the end of 2024, Google is shutting down third-party cookies on Google Chrome to adapt its policies to GDPR. Chrome has 75% of market share and this completely changes the dynamics of the market. Brands have no option: in order to create better audiences for their marketing campaigns, they must partner with players which can access behavioral data in different ways. I have been lucky enough to have had some 1:1 lunches with David Vélez in the early days of Nubank and I never forget some of his words: "when it comes to disruption opportunities, if you ever find a market that could not have access to data at scale because simply there was no technology to make it happen, by the time the technology is ready, you have your window of opportunity". In other words, he was explaining to me the concept of "why now" for a startup thesis. In Brazil, there are QR codes on purchase receipts that made the tech side of our thesis possible, allowing us to extract the data. The cookieless era is the cultural shift in the market we needed in order for brands to push the demand for a product like ours forward. Well done, Ibotta, Inc.! Your resilience and journey inspires us all. Let's get back to work. Link to the news: https://lnkd.in/dnfaMR9b #startups #digitalmarketing #ipo #exits

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A really interesting and powerful performance management practice. "Use the “30-day test” to maintain a high-performance team. Create a reminder to ask yourself this question 30 days after someone joins the team: “Knowing what I know today, would I hire this person?” If the answer is yes, tell the person you’re excited about them and give them more equity—you’ll gain a lot of loyalty. If the answer is no, you need to fire them immediately, to avoid the inevitable damage they will cause to you, your team, and themselves." from Uri Levine Founder of Waze, via Lenny's podcast. https://lnkd.in/gyS2HzZP

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Great article on Digiday by Viafoura's own Dan Seaman on how publishers need to create new digital experiences to engage the next generation of media consumers. As Dan notes, "Integrating social features such as comments, polls, live chats and live blogging directly into news platforms can foster a sense of community and belonging, encouraging active participation and deeper connections with the content...The future lies in creating interactive, personalized and empowering news experiences that resonate with younger audiences, building a more engaged, loyal and vibrant news community for the digital age."

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With more businesses branching into FAST experiences, it's clear that this trend is only growing. One of the key outcomes of this is the TV-like experience being offered as part of a device service. This channel is accessible to all customers who purchased Roku’s low barrier-to-entry devices. The advantages of cable advertising are now in the domain of tech. #FASTTV #Innovation #AdTech

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The use of #HDMI CEC is an innovative way to hit an extremely targeted market, especially in the gaming industry. It'll be interesting to see how receptive consumers will be to this and what companies jump on board first. #RokuTV #TargetMarket

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💡 At this year's World Out-Of-Home Annual Congress, the spotlight was on the incredible growth in #OOH and #RetailMedia. As the only advertising format that can engage all five senses— 🧠 visual, audio, smell, taste, and touch—OOH is redefining customer interaction and delivering unmatched sensory experiences. 📱 With the deprecation of cookies, retail media is stepping up, offering brands unprecedented access to customer data. This evolution not only enhances customer engagement but also transforms traditionally low-margin retail operations into profit centres, capturing up to 80% margins from retail advertising offerings. ⚡ The key takeaway? OOH and retail media are about smart management of space, audience, and time, all powered by data. For brands and marketers, the future of advertising is sensory and data-centric, and the opportunities are boundless. #OOH #RetailMedia #WOOHK2024 #AdvertisingTrends #CustomerEngagement #DataDrivenMarketing

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I'm back with the New York edition of our Doxxing and Drinks event! If you couldn't make it to one at RSA, come join us for this one at New York Tech Week. We'll show you firsthand how easily your phone number can be compromised and how Cloaked can protect you. With Cloaked, you can generate unique, unlimited phone numbers and email addresses, shielding you from spam, scams, and fraud. Why is this important? The more you share, the higher your risk. We’re here not just to react to threats but to prevent them, ensuring that every interaction—online shopping, traveling, or socializing—remains secure. 🔐 Event Details: Where: Midtown Manhattan When: June 5th, evening Highlights: Interactive QR code scans, food, drinks, and invaluable privacy insights If you value your privacy and are ready for a safer digital life, join us to turn the tide against digital threats. Share this with someone who values their privacy and help us strengthen our defenses together. 🍹🛡️ RSVP now: https://buff.ly/3ystJLW #NYTechWeek #TechWeek #Tech #Privacy

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AI will make news and content even more a commidity.. human beings, unique positions as well as human connections will become the key to the #futureofmedia

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🚨 Bookkeeping is HARD - a Lesson from Synapse's Collapse 🚨 I was recently quoted in Mary Ann Azevedo's TechCrunch article on the bankruptcy of Synapse, a banking-as-a-service startup. As someone who works at a CPA firm that does bookkeeping for clients, the Synapse situation really resonated with me. Synapse had essentially one job - to sit between fintech startups and banks, and keep track of where each end-customer's funds went. Sounds simple, right? WRONG. Bookkeeping, especially in the highly-regulated world of finance, is incredibly complex. When Silicon Valley tries to "move fast and break things" in fintech without truly understanding the accounting complexities, people can actually get hurt. Supposedly, Synapse's collapse has impacted up to 10 MILLION consumers who now can't access their money. 😱 That's a lot of ordinary people who are going to have problems paying their rent or getting groceries. I'm seeing a similar wave of unkept promises hitting the small business accounting space. Startups saying that they can "automate" complex accounting tasks, but not really understanding what they actually need to do. And not taking into account how their mistakes will impact their small business customers. The last time this happened there were a lot of business owners who ended up losing a lot of their hard-earned cash when their supposed expert accountants messed up or dropped the ball. 😞 I'm sure that will happen again, and it bums me out. I'm all for moving fast and breaking things, but not if it hurts other people. https://lnkd.in/g6p_5viM?

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The job of a CFO in venture is "fascinating"... I've worked with the best!... Kim, Kristin, and now Mark Allen at GC. It requires precision, creativity and a collaborative spirit. Sasha Orloff captures it all in Mark's words... here in his latest podcast episode. 👇

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Start-up rules - Just say no - If you get an acquisition offer don't be afraid to say no. If you think about your greatest investments in life, investing and believing in yourself is usually a great return on investment. A few years into building Tripadvisor with my partners Steve Kaufer, Nicholas Shanny and Thomas Palka, we received a very attractive offer to buy the company. For all us it would have been life changing economics and a reward for years of hard work. After consulting with our board and doing a serious gut check, we decided to say no..... I would be lying if I did not say that saying no was very hard. All of us were young, with young kids and not much in savings and the payout from this acquisition would have been significant for all the founders and employees. However, we believed that what we were building was a unique service that had a great future and that farther down the road there would be a greater financial outcome. As time went along we received a few additional offers that we also turned down. Eventually we did sell the company to IAC/Expedia at a price far above the initial offer we turned down. Obviously not all start-ups get acquired and if your company does receive an acquisition inquiry you should consider if very carefully. Talk with your board and think carefully not only about yourself but your other shareholders and employees. It is a serious decision affecting many stakeholders. However, If you are fortunate to receive an offer to buy your company, don't be afraid to say no. Your best return on investment in life is usually an investment in yourself.

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