Matt Prohaska

While I can’t speak to the legitimacy of the accusations herein, this is still a worrying situation for advertisers everywhere. Publications whose reputations are staked on their image of legitimate business are not what many may expect to be perpetrators of MFA Ad fraud. That being said, we can better understand ad fraud by looking at the incentive changes on the supply side of these AdTech deals. Ad fraud particularly harms multicultural publishers, as their reach and impact receive decreased impact when improperly assigned to Ad spaces. #AdFraud #AdTech #ProgramaticSupplyChain

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In a highly divisive US election year and with AI being used to generate mis- and disinformation at an unprecedented scale, it's critical that nonpolitical advertisers dial up their placement control to protect brand safety. Check out our latest blog on navigating this environment 👇 #DigitalAdvertising #Adtech

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AI's impact shows why media companies need to get AI policies in place. Like yesterday. ⏳🚀 Without a defined policy, employees are left uncertain about expectations and the implications of new AI tools. 🤔🤖 Here are some things to consider when it comes to putting together an AI policy: 🔍 State Your Vision with AI Clear intentions from company leaders about AI usage are vital. Communicating that AI serves as an assistant to enhance journalism can help employees embrace these tools. 📋 Here are essential points to include in your AI Policy: • The tools you will use (and process for testing new tools) • The actions you want people to use the tools for (social, headlines) • When and how you will label the content that was AI generated • How you will use AI to create content or not and the impact on copyright • How you will handle visual content and usage • How you will approach editing through AI (will it be permitted?) 💡 Encouraged Uses for AI Employees should be encouraged to use AI for tasks like: • Getting SEO headline suggestions • Generating social media posts • Create summaries from meetings • Generating briefs (crime blotter, press releases) • Generating summaries for newsletters • Generating questions for interviews • Asking for better word choices • Asking for a better lede • Asking for background on a story or general topic • Asking for publicly-available data for your reporting • Generating story ideas and outlines for stories • Suggestions for experts on a specific topic • Sending emails to sources (election Q&A emails as an example) • Emails for sales prospects • PowerPoint presentations 🔧 Testing and Implementation Forming a small AI council to experiment and determine practical uses for AI can make AI applications more tangible and foster employee engagement. 👥🔍 #AI #MediaIndustry #AIpolicy #Journalism #MarketingAIInstitute #DigitalTransformation #DavidArkinConsulting #MediaInnovation Here is a guide we have built to help you:

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💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

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Ad fraud on MFA sites continues to be a widespread problem, and the fallout from many of the recent discoveries in the space is bringing this to the attention of advertisers everywhere. While this may inspire some firms to cut back on advertising or switch to other ad channels like OOH, it also serves as an opportunity for growing ad tech businesses that have built-in accountability measures that can restore trust. #AdTech #AdFraud

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"shrinking losses" to only 295M from a 511M loss -- look at all that revenue though - 1.87 BILLION Lots to work with #advertising #revenue #streaming #profit #Business #Loss #bundle During the latest quarter, the company hit 71 million Paramount+ streaming subscribers worldwide, up from 67.5 million Paramount+ customers at the end of its fourth quarter, with 3.7 million customers added during the past three months. "And the studio shrunk its streaming loss to $286 million for the first quarter, an improvement over a $511 million loss in Q1 2023. Direct-to-consumer revenue rose 24 percent to $1.87 billion, as advertising and subscription revenues were both up, driven by growth from Pluto TV and Paramount+" https://lnkd.in/ggJYiNwb

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Very insightful podcast with Les Binet on marketing effectiveness & ad pre-testing.

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Great post from Grace Carney Union Square Ventures on The Fragmentation Of Search: https://lnkd.in/egwnR95D Are consumers willing to pay for Search? We'll be able to answer that question in a subset of what current search excludes, when we launch our edtech MVP of MakeLoveNotPorn Academy in a few months' time: https://lnkd.in/e3jbrak6 - the aggregator hub for the best of the world's #sexed, searchable by age-appropriateness, cultural sensibility etc. At a time when open healthy #sexed is being censored and deplatformed everywhere (including deliberately in search), parents and teachers have told me for years, we'll pay anything for this service (while VCs/investors have refused to fund anything to do with this topic). We'll see - watch this space 😎

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As AI continues to empower all of us in our work, I for one like seeing where exactly marketers are feeling those boosts in confidence. With its “The 2024 B2B Marketing Outlook: The Data Confidence Divide” report, Anteriad sees marketers feeling optimistic about larger budgets, team expansions, new lead pipeline acquisition, and, best of all, revenue increases — confidences, Anteriad says, that are built from a solid data-strategy foundation. “B2B marketers who are highly confident that they have the right data strategy in place are 3x more likely than those with less confidence to have seen a significant increase in revenue in the last year,” the report says. “ Those who are confident are also expanding to new audiences, executing more effective personalization, and feel they can balance authenticity while using AI in their go-to-market strategies.” Almost half of the marketers surveyed believe it’s possible to strike the right balance of brand authenticity with AI, with 7 in 10 marketers believing that generative AI is a positive in innovation and consistency. “Start small and find ways your team can leverage AI to save time and foster innovation and creativity,” the report says. “Be careful not to rely solely on AI for content creation; the human touch is still important to ensure authenticity in your brand messaging.” #datastrategy #marketingdatastrategy #B2Bmarketing #AImarketing #marketingconfidence #brandmarketing #publishing #publishingindustry #digitalpublishing #mediapublishing #AIsoftware #AImarketingsoftware #digitalmarketing #digitalmediamanager #digitalmediamanagement #MarketingManager #MagazineManager (Photo Source: Anteriad)

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How Adelaide is helping publishes like the NYT realize the value of their inventory.

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What can European specialist media businesses learn from US niche publishers? Summary of best practice based on my in depth report for Media Makers Meet which included 20 case studies of B2B and consumer specialist media businesses in the US.

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Beyond excited to announce this new Contextual integration and next-gen product offering with The Trade Desk. Curation - up until this moment - has solely been a sell-side product with real time activation of these audiences previously only available through PMPs. Audigent’s new integration with The Trade Desk has changed this equation - allowing us to put these powerful “2.0” Contextual signals through the buy side and at the fingertips of so many of our brand and agency partners who enjoy the strong performance and scalability of our Contextual data. Cognitive (Predictive Audiences) and Indexed 1P Data with real time integrations are huge new frontiers for Contextual data and building a privacy-first future. Stay tuned as we roll out exciting new partnerships and products on this front which we know will benefit so many of our clients and ecosystem partners! Drew Stein Greg Williams Ted Smith Jake Abraham Gina Cavallo #data #programmatic #contextual

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Brit Morin, Jessica E. Lessin, Sam Lessin and Dave Morin had a really interesting conversation on a podcast this week about media businesses, the tribulations of the The Washington Post and how it's losing piles of money and subs. The discussion dipped into something Chris Anderson coined 20 years ago, perhaps before their time, called "long tail" content. Essentially his thesis called on creators to hyper-focus only on their niche, becoming the expert in hacking heat pumps or the best practices of dog grooming. Now, I'm one of those always looking to appeal to the broadest audience possible so naturally I've pushed against this framework, considering it too limiting. Then I met and worked under Robert Allbritton at POLITICO, where in spite of many in the company not on board with the philosophy, he talked about starting the company to deliver value to a sliver of the audience: those most powerful in the halls of government and soup of politics (and charge significant money for it). Needless to say it was a winning approach, because it's unlikely Axel Springer paid a billion dollars a few years ago for the ad-supported general news side of the house - as terrific as that content is. It was the subscription "Pro" product that overdelivered to that wonky sliver. And while the chatters on the pod did not say so, a similar strategy could well work for the Post: Turn 80% of the operation toward finding a little white space in the "political and policy makers" space, and become an absolute authority there ... and then, of course, license all that to the LLMs ;-) (But that's a story for another post.)

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The future of media and entertainment starts now with @Amazon Web Services (AWS) Cloud. From content creation to distribution, AWS offers purpose-built services for every step in the media supply chain. Discover how AWS helps media companies innovate, simplify operations, and engage audiences like never before. Interested in revolutionizing your media business? Contact Bubble Cloud/ Bubble Social Media Marketing for expert insights.

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So the 2024 B2B marketing outlook from Anteriad makes for interesting reading. Thanks Anthony Carraturo for flagging. Some things that jumped out at us at KoalaB2B... 1) Those using intent data are more likely to have seen a significant revenue increase' (about 30% YOY) 2) North America leads the way in its use of intent. 3) Those companies making the most of data are able to gain a crucial advantage Are you making the most of data in your sales efforts? KoalaB2B helps you unleash the power of intent data to drive pipeline. Let us see how we can help you. #intent #leads #automation

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#Session #11 #AdTech #Economic #Forum is 9 days away.  Buy your ticket today.  Get inside the AdTech bull’s head! https://lnkd.in/eKg5m_M2 When we say we’ve curated an amazing experience at the corner of #adtech and #economics we mean it. In Session #11, we turn to the #behavioral #economics that drives DSP and media buying decisions. Brian Wieser, CFA often talks about how decisions in the advertising world almost always come down to the least-worse alternative. Being the last least-worst is worth millions and billions of media dollars. In my fireside chat with Elizabeth Herbst-Brady from Yahoo, we'll blend her degree in psychology from Harvard University with her deep background and observational experience that spans all corners of media. The key question comes from the root of behavioral economics called #ProspectTheory published in 1979 by two legends — Daniel Kahneman and Amos Tversky. The theory says that a decision-maker like a media buyer will value losses more than gains. This is commonly known as “loss aversion.” It goes like this... • a media buyer gets overly influenced by the performance of certain technologies or inventory sources. • that sets a new reference point.  • #loss #aversion sets in making the media buyer more risk-averse. • at this point, the media buyer prefers strategies that ensure avoiding a loss over those that could potentially offer higher gains but with a risk of underperformance. So, how can you persuade a buyer stuck in loss aversion to buy whatever you are selling if the buyer perceives it (or you) as a risk? How do you jump-step to become the least-worst alternative in the buyer's mind? Come to The AdTech Economic Forum to find out! April 24 at The New York Times Center in collaboration with the amazing team at Beeler.Tech! https://lnkd.in/eKg5m_M2

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The martech landscape created a glut of tech solutions whereby the attribution tied to micro-metrics becomes the mission. If you asked martech solution providers the same question, “is your customer able to demonstrate ROI when using your technology?” I’m guessing that number would be a 6 or 7. Marketing spends a lot of time thinking about sales alignment. Vendor alignment and priorities can hide among the attribution and data points. “It can’t be the tech, it’s the message. It’s the audience… It’s the product…” It’s more likely the conflation of causation vs. correlation when reading the data. We see what we want to see. There are so many data points to choose from we can cherry pick the ones we want. We give technology the benefit of the doubt. Just look at the trust we all put in ChatGPT immediately. There’s a belief that human instincts are flawed, but tech is not. Maybe. And, yeah, I worked the word “whereby” into this post. That’s hard to do.

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I’m excited to share the findings from a recent collaborative study with YouGov, which delves into the effectiveness of product placement strategies in media. BENlabs & YouGov’s research was aimed at determining whether a "standout" integration strategy—characterized by bigger, fewer moments—is more impactful than a "standard" product placement strategy, involving a scaled campaign with multiple "average" moments. Our findings found the average standout product placement generated a Net Placement Value (NPV) of $412,400, compared to $299,803 for a single standard one, though various combinations (2 standard vs 1 standout, 4 standard vs 2 standout) lead to varying results. So what was the key takeaway? The study reveals that there isn't a one-size-fits-all answer to a brand's product placement strategy. While standout and standard placements both show significant benefits, the choice between them should align with a brand's overall marketing strategy, risk tolerance, and capacity to support a standout placement with additional marketing activities. Both scaled campaigns and significant moments in tentpole content hold their unique advantages. Brands are encouraged to consider how these strategies align with their marketing goals to maximize impact. If you need help from BENlabs pushing the boundaries of innovative marketing, I’m happy to help craft your brand’s strategy. #ProductPlacement #MarketingStrategy #BrandImpact #YouGov #ResearchHighlights https://lnkd.in/dDxEMvpZ

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Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

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