Paul Bannister

The really interesting bit in here is how Vox Media is going to use GenAI through this partnership with OpenAI on Forte, their first party data platform, and Concert, their publisher-led premium advertising marketplace. There was already some really smart dynamic segmentation and also smart creative optimization using ML in those platforms, but will be super interesting to see how they use the capabilities of LLMs here to advance that. Obviously there will be plenty of really interesting newsroom and UX applications of AI in media, but I love to see organizations experimenting with the revenue generating applications that may quietly make the most meaningful impact on the business.

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Has anyone ever sized the market opportunity the measurement/verification/attribution/optimization companies are fighting for a share of? Are long-term projections tethered to assumptions using math like we expect X share of a market sized Y, yielding revenue Z, margins A = valuation B? I suspect the pie is finite and not going to grow enormously, so in the end there is only room for a handful of players. And someone is going to have to lose significant share for even that to work. Especially as long as the sell side is paying most of the freight (directly and indirectly).

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Let’s chat SEO!

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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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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 reporting from Catherine Perloff from ADWEEK about DTCs turning to independent measurement from the Walled Gardens. There is a lot of chatter about MFAs and other gaming in programmatic, and this highlights that its also happening in the Walled Gardens when products like Meta's Advantage+ games ROI credit. Chalice Custom Algorithms is built to optimize to any independent measurement source because we believe independent measurement is important for brands who want verified ROI and incremental lift in outcomes. We've been fans of Measured for a long time and glad to see them highlighted here. https://lnkd.in/e3QVYz9j

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A welcome reminder on the limitations of programmatic advertising despite its incredibly widespread use. The lack of transparency regarding where ads are displayed and the quality of placements remains a significant issue. Also, programmatic platforms may not always ensure brand safety, with ads appearing alongside inappropriate or harmful content. On top of that, relying solely on programmatic channels can limit the control advertisers have over ad placements and targeting parameters. And this is before we get to the demise of the 3rd party cookie. Interesting article to read and not surprised Bloomberg switched to a clean, direct-sold model. #DigitalAdvertising #Programmatic #Monetisation #OnlineAdvertising

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Meta Advertisers: If your conversion tracking & ad structure are wrecked, creative can’t save you.   Just talked to a $25M brand running a strong creative motion.   But it looked like a 5th grader set up conversion tracking and ad accounts.   They’re putting out great statics & videos every week.   Starting with great creative frameworks & high-converting ad templates.   Even running a proper whitelisting play.   But it wasn’t enough to scale ads aggressively. B/c they had:   😡 Limited server-side tracking   😡 Only CAPI v. better options - Blotout, Elevar   😡 No micro-conversions - only orders   😡 Broken attribution - inaccurate GA4, no Northbeam   😡 Too many campaigns - crushing Meta’s ML’s potential   😡 Bad budget allocation - to Tests vs. Winners   😡 Too much ABO, too little CBO   😡 Too much retargeting - faking growth w/o incremental profit   --   Bums me out when good brands get in their own way (often bc of bad agencies). Yes, creative is a massive lever. But you’ll never be A+ if sleeping on the above.

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For brands and publishers: "When it comes to managing identity... it’s important to employ a mix of each of the types of solutions, paying special attention to the underlying risks and where they come from." Check out Adam Klee's latest article in AdExchanger on evaluating your identity strategy! https://lnkd.in/gCjfVW93

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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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#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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Hmmmm... Been reading industry reactions to last week's news from The Googs on the 3rd delay to 3P cookie deprecation in Chrome... doesn't look like it's been met with surprise or shock! This time the reason given: 'industry and regulatory pressure make it impossible to move forward'... nothing of course to do with Chrome Privacy Sandbox not being fit for purpose as an impartial and fair alternative solution. Many brands and ad tech players have been experimenting with Sandbox... the click-based retargeting ad techs for one. So, is it telling then, that when one of them announced more layoffs in prep for D-day the other week having stated it could wipe as much as £30-40m off their topline in the second half of the year, that the Privacy Sandbox they have been testing is not a reliable and trusted alternative solution. One thing's for sure... these delays are becoming rather embarrassing for our 'privacy-first, do-it-for-the-greater-good knights in shining armour!' Just pull the rip chord already!

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🚨🚨IT’S ABOUT TIME 🚨🚨 It is frustrating how slowly (most) brands and (almost all) agencies make moves in media. - It’s been crystal clear for a decade that this was the trajectory and low-and-behold, brands are (finally) adjusting spend despite agencies urging them to waste ever more billions on the geriatric TV audience; - What’s also clear… interruptive spot advertising is a TV thing and doesn’t port well to digital native. We are all thankful to the inventor of the SkipAd button. For brand marketers: when the ad isn’t skipped, it’s not that they’re into your product… they’re probably on a second screen or got distracted; - What’s painfully clear is authentic connection between creator and brand can drive so much value. I recently worked with a creator who loves a popular kids breakfast product. This creator has over 10M followers…in the kids space! No brainer? NOPE! It was impossible to get the brand’s ad agency to see what the genuine love this creator had for the brand could do to sales (they even told me once “I’d talk about _____ for free, I love it so much!!”). - Instead brands source creators like they were products on a grocery shelf, selecting them for various reasons but never asking themselves or the creator about the emotional connections between creator<>brand<>audience. Instead, they give these creators an overworked brief and tons and tons of notes along the way. We have a LONG way to go… - Brands need to evolve their thinking; - To do this they need to ask critical questions of their agencies; -Agency incentives need to fundamentally change from simply putting dollars to work (on which they scrape a %). They need drive actual relevance in a changed (and changing) media landscape.

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Even if the projections for political ad spending on CTV are somewhat overly optimistic, there's still a lot to be encouraged about here with CTV spending projected to grow 5X vs. the 2020 political cycle. It's also interesting to note that 81% of CTV ad spending is now programmatic, underscoring the critical importance of building and maintaining a well-designed ad stack for any ad-supported CTV player. Eagle Dock Media #CTV #ProgrammaticAds #PoliticalAdSpending #DigitalAdvertising

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https://lnkd.in/gZbWK9eQ "As we look ahead, the relationship between content, advertising and consumers will continue to evolve. The main challenge for streaming services remains: To ensure ads are not excessive nor intrusive to push away viewers." My belief is that brands will find that as they move away from ads....into entertainment...value creation and consumer centric content...essentially, content #foryou. They will it very profitable for brand and business. Studies show that on TikTok, ads by creators drive 5x more completions (not skipping!), 27x more Likes (no frustrations) and they double conversions - creating positive impact across the funnel. 😉

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Why is everyone obsessed with making Google's Privacy Sandbox successful? Criteo found that "the Privacy Sandbox creates an enormous advantage for Google’s advertising business, including putting Google Ad Manager in a position to boost its market share from 23% to 83%." And as if to be a consolation prize, Todd Parsons offered, "... one thing that would help level the playing field at least somewhat, however, is if everyone in the online ad ecosystem, including publishers and other ad tech vendors, would engage in more rigorous testing." Folks ... the digital advertising industry needs an independent personal data security system that, without conflict, protects the interests of publishers, advertisers and consumers. It is in no one's best interests to adopt privacy-enhancing technologies from organizations that profit from processing personal data. Period.

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

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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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“Now we're going to talk about how agencies will survive the cookie apocalypse—which is the slowest apocalypse ever," quips Anthony Vargas of AdExchanger #ProgIO. Allison Schiff perceptively notes that 3rd-party cookie deprecation is kind of a "boiling frog" situation... So is that frog cooked yet? Also, the whole industry is kind of the frog, right? (Except for the Walled Gardens, maybe?) “We could have had this same conversation last year, and I’m sacred we’re going to have the same one next year," Schiff notes. And guess what? For a lot of advertisers/brands, dealing with cookie deprecation is not a priority. Why? Do they not feel the urgency? Well, deprecation has been happening for so long that they seem to have tuned out. They don’t feel like the real solutions have appeared yet. "We’ve been burned on the client side," Alan Silverberg, EVP, Data & Platform Solutions, Publicis Collective. We were told to test, and many of those tests were not fruitful. The tools were not privacy compliant (lawsuits!) or ineffective/limited. Clients very gun shy about privacy especially with new laws coming on the books. Is there investment in alternate IDs? “It’s one tool in the toolbox,” comments Brittany Schermerhorn, SVP of Media for Razorfish. How viable are clean rooms? Super important, but fragmented. You’ll have to think about a primary one and some others that supplement, Silverberg says. Schermerhorn adds: Everyone wants it to be the silver bullet, but really it’s just one tool in the shed. What about UID2? (Awkward silence.) Silverberg bites: It’s nice, broad, but not where it needs to be—not super scalable as is. How many alternative IDs are we going to need? Not sure, Schermerhorn says—think globally, there will be a need for geo-specific ideas. It’s not one, but not sure how many we need. Curious to see how the landscape evolves—consolidation? Grow higher? She adds: There’s been panic about collecting all the data, but you have to understand WHY you’re collecting the data in the first place. You have to be intentional—how are you going to activate it? Silverberg: With collecting first-party data, you have to start with use cases. What would/could I do with this? What about contextual— Michelle Nagelberg, Group Director, Business Intelligence Lead, choreograph. It’s extremely important, but clients don’t want to talk about it. It’s not fun Silverberg: Contextual does well upper-mid-funnel, but struggles lower funnel to drive consumers to take an action. (Hmmm, I wonder what DotDash Meredith thinks about that…) What about giving all your money to the walled gardens? Silverberg: They’re not driving the client business like they used to—diversification is necessary. We really need them to open up a bit, share more with each other even. Privacy Sandbox? Silverberg: I don’t think we’ve seen enough information to say this will be the primary solution going forward. We’ve seen some success, but not a scalable solution at this point.

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