David Roman

I think adtech is having the wrong debate (open web vs walled gardens). Programmatic can live on with proper curation and specifically more engagement between players on the buy side (beyond DSPs) and sell side. https://lnkd.in/gnjynVmd

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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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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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I had an absolute blast today discussing increased demand and enthusiasm in the ad market at Viva Technology. Loved having the opportunity to delve into topics like trust, streaming, and generative AI alongside Milka Privodanova, David A Steinberg, Adam Bishop, and Tom Pepper on an amazing panel. Thank you! #VivaTechnology #AdMarket #AI #TechTalks (To get into the spirit of things, I let AI write this post)

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Great read by James Grant from Equativ! Dynamic Creative Optimization (DCO) is a topic that deserves much more attention in the #adtech industry. The rapid growth of #CTV advertising means that CTV publishers must ensure their first-party audience and contextual data to truly set their inventory apart from the increasing competition. This data cannot only be used to efficiently target their audience but also has enormous potential to generate and optimize ad creatives. By doing so, publishers can: a) Match their audience in a more effective manner b) Deliver the most appropriate messaging at the right moment Although this topic is not new, it still holds significant potential for growth. Real-time DCO use cases could further enhance this potential by adjusting ad creatives on the fly. And Server-Side Ad Insertion (SSAI) combined with AI-driven integrations can certainly make this a reality.

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In our March San Francisco Beelieve Conference, Adam Lifshitz, Sr. Director of Product Subscriptions from Condé Nast, opened the Chargebee audience eyes to how Conde's media brands are constantly improving at acquiring and retaining millions of media subscribers through targeting, testing, and engagement of niche audiences. This has had had an "immense" impact on Conde's top line. 📈 From our new case study, now live: "Deploying Chargebee Retention transformed our strategy, allowing us to craft targeted experiences for niche audiences. By simply introducing this technology, we witnessed a notable increase in customer retention. Through a customized approach to retain subscribers, we initially focused on simply reiterating the value they gain by staying with us, which in itself resulted in a significant boost in retention right out of the gate." Adam Lifshitz thank you for you/your teams' efforts to constantly improve your subscription business with Chargebee - and for being a great partner! Case study linked in comments below ⬇

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What’s on everyone’s minds for the 2024/25 Upfronts? 📺 At the end of this year, nearly half of all advertising revenue will be driven by streaming, whether through direct sales or programmatic channels, and comprehensive Convergent TV strategies will be a must. LiveRamp's Tara Franceschini shares key trends to keep in mind as you approach this season’s deals, and ensure that each weighs into your 2024/25 Upfronts strategy. ⬇️

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TV's landscape is rapidly evolving, and this year's upfronts shed light on the emerging battle lines. Traditional TV networks are shoring up their defenses against the onslaught from Big Tech, while streaming platforms are capitalizing on surging viewership. What's fueling these strategies? Networks are fixated on measurement, believing they're not getting their due: "Despite all the talk about streaming, linear still has a higher percentage of usage when you think about the big screen” However, there's reluctance to embrace open measurement and on previous announcements: “99.9% of it turned out to be bullshit.” The rigidity in buying is a vulnerability for networks, which streamers are exploiting by emphasizing ease of transactions: “The biggest struggle with the upfront is that traditional media sellers are still not able to work in a modern world” On the other hand, Big Tech has the luxury of being able to play the long game, prioritizing innovation. But what about the currency discussions dominating prior upfronts?  “I think increasingly we’ll migrate away from a currency more towards a measurement framework, third party verifications and confidence that comes along with that.” Quotes from Adweek: https://lnkd.in/gUCXC-Qz Craig Service, Mark Schanzl, Isaac Stefaniw, Stu Carr, Simon Eames, William Montessori, Sam Bentley, Amie Warner, Cassidhe Lock, Erin Rolla, Kayla Jooste, Liz Lohman, Emily Duff, Helana Viliamu, Anthony Fitzgerald, Adrian Gonzalez, Grant Wechsel, Justin Lebbon #technology #tvmeasurement #adtech #insights #tvadvertising #vod #measurement #ai #aiadvertising

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Curious about how to navigate the ever-changing influencer landscape? Join me tomorrow at Morning Brew's NYC event, "Perfecting Your Influencer IQ" where I'll be speaking with Mae Karwowski, Founder & CEO, Obviously & Kyle Hagge, Chief of Staff, Morning Brew about: 🌟 Consumer Sentiments: Understand the current attitudes and behaviors about influencers. 💡 Maximizing ROI: Strategies to leverage influencer partnerships effectively. 📈 Trends: Discuss the latest trends shaping the influencer landscape and how to stay ahead. It's not too late to register: https://lnkd.in/dwvaDSiZ #InfluencerMarketing #ROI #ConsumerInsights #MarketingTrends #MorningBrew

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Great AdExchanger article (https://bit.ly/4cMoQvY) about video misrepresentation. Unfortunately, SSPs have been doing this for years. We were at the forefront of fighting against it at #Bidtellect years ago. Just like MFA there is not really an incentive to stop it. SSPs will just alter their bitstreams to play nice with the The Trade Desk while mislabeling against other less sophisticated DSPs.

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A decade before ChatGPT and other Large Language Models hit the market, Inuvo was already ahead of the curve with our IntentKey. Here's how IntentKey stacks up against general-purpose LLMs. #LLM #FutureOfAdvertising #ConsumerPrivacy

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Brands are demanding “more efficient programmatic supply paths with fewer tech partners between buyers and sellers” ahead of upfronts in the CTV space. Supply path optimization is on their brain and they’re going to do their best to receive the most bang for their buck. This strategy has grown more trendy and the evidence provided by Catherine Perloff in this source shows that. #Brands #CTV #AdTech #Programmatic

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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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FROM COOKIES TO CLARITY - The Israelites' golden calf story mirrors digital advertising's misplaced trust in third-party cookies. - Early ad tech fraud exposure showed addressable targeting's unreliability and data manipulation. - Google and Meta now use AI targeting, recognizing hyper-specific targeting's flaws. - Studies show 1:1 addressable data is inaccurate; broader targeting strategies may be better. - The ad industry should shift to AI-driven broad targeting, focusing on fundamental marketing principles and real outcomes. 📖 Article by AdExchanger : https://lnkd.in/gZms44JV 🌎To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf

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#SGE has officially arrived! Get insight on the new Google search experience and how your brand can take control in Intero Digital's article:

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Check out my a new piece #adexchager on how agencies can use AI to gain control over the platforms algorithms and enable better use of future-proofed media strategies. #razorfish

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🔍 Ever wondered what DSP, SSP, and Ad Exchange actually mean in the RTB ecosystem? 🤔 🌀 RTB has been a buzzword for 15 years already, yet the specifics often remain a mystery. Our short video, featuring Alen Nguyen, our Head of Growth, breaks it all down in a way that’s easy to grasp. Unravel the confusion and get a crystal-clear understanding of how ads are delivered in real-time. 🚀 Don't miss out on these insights that could transform your ad performance! 💡 👀 Watch now and let's demystify the RTB world together! #AdTech #RTBPanda #RTB #DigitalAdvertising #MediaBuying #openRTB #XML #JSON

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