Colossus SSP: The Dark Lord of Programmatic Advertising?

2024-05-10

In a galaxy far, far away, where the mystic forces of programmatic advertising wield their power across the vast digital cosmos, an ominous shadow has emerged from the depths. A force so dark, it makes Darth Vader look like a Sith acolyte sipping blue milk. Ladies, gentlemen, and droids, behold Colossus SSP—the dark lord of the ad-tech universe, whose algorithms might as well have been written in the Sith language.

The ad-tech world has been rocked by a bombshell report from Adalytics, accusing Colossus of a sinister scheme of misdeclaring user IDs across its programmatic bid requests.

In this saga worthy of a Star Wars spinoff, Colossus stands accused of manipulating identifiers like the force-wielding emperor himself, swapping user IDs between Chrome cookie storage and auction-time declaration to create a labyrinth of mismatched numbers. Advertisers, who thought they could reach their target audience with Jedi-like precision, are now stumbling through an informational maze like bounty hunters lost in the spice mines of Kessel.

The fallout is seismic. Misaligned IDs throw marketers into a maelstrom of inflated costs as their intended audience becomes a distant mirage, leaving them grasping for data that’s vanished into cosmic smoke. Meanwhile, consumers are bombarded with repetitive ads so relentless, it would make even a battle-hardened stormtrooper beg for mercy. This isn’t just an issue of privacy—it’s turning programmatic buying into a junkyard of dubious impressions and phantom clicks.

In the treacherous terrain of digital marketing, where the Media Rating Council has drawn a clear line between the virtuous and the unscrupulous, Colossus’s sins fall squarely in the category of Sophisticated Invalid Traffic (SIVT). The term might sound like arcane wizardry to outsiders, but it’s a chilling reality for brands bleeding their budgets on invalid traffic. The Media Rating Council (MRC) considers this behavior “cookie stuffing, recycling or harvesting,” all forms of SIVT. And it’s happening right under the noses of supposed gatekeepers like Oracle’s MOAT and HUMAN Security, whose glowing MRC credentials seem as effective as a blaster against a lightsaber.

But how does the dark side keep its grip on the galaxy? Adalytics points to Bidswitch, a Criteo-owned middle-layer vendor, as the slippery conduit through which Colossus wields its dark sorcery. Yet, this isn’t just a tale of one Sith Lord—Bidswitch partners with tons of other players who’ve managed to dodge similar scrutiny. This tangled web leaves many marketers scratching their heads, wondering if a Jedi mind trick could be at play.

Meanwhile, Colossus’s blatant disregard for deterministic identifiers, those precious beacons of clarity demanded by The Trade Desk, raises suspicions of a deliberate sleight of hand. “Tdid,” The Trade Desk’s master identifier, is supposed to bring transparency to the programmatic galaxy. Instead, Colossus swaps these identifiers like a desperate sabacc player, leaving marketers high and dry, paying top credits for a bucket of bantha fodder.

One Fortune 500 marketing executive didn’t hold back, stating, “This research shows us that millions could be wasted on irrelevant advertising.” It’s a nightmare scenario where carefully orchestrated campaigns are left in ruins, with even the most diligent brands duped by Colossus’s cloak-and-dagger tactics.

Nathan Thomas, Senior VP of Data Sales at Playwire, aptly pointed out that legacy verification providers were “not built for this,” noting how surprising it is that they haven’t adapted over the years to handle the manipulation baked into Colossus SSP’s open RTB bid requests. He highlighted that detecting viewability and hidden ads “is clearly not enough,” with the battleground now shifting to “auditing bid requests, cookies, ID bridging, and more.”

To put it simply, these verification systems haven’t evolved to match the cunning, Sith-like tactics at play, leaving the programmatic galaxy vulnerable to Colossus SSP’s tricks. Their outdated capabilities are like a lone X-wing in the Death Star’s trench run—woefully under-equipped to handle today’s threats. The ecosystem needs an upgrade, or it’ll continue to be blindsided by the dark side’s manipulative strategy.

Colossus SSP works with third-party verification companies Oracle Advertising (MOAT) and HUMAN Security for IVT measurement. Both are accredited by the Media Rating Council (MRC) for Sophisticated Invalid Traffic Detection/Filtration and Trustworthy Accountability Group (TAG) certified. But let’s be real—this accreditation right now is about as reliable as stormtroopers aiming at rebels. Sure, their credentials look good on paper, but in practice, they’ve been as effective as using the Force to fix a hyperdrive. The dark side’s grip is tightening, and if these companies don’t step up their game, they’ll be just another set of pawns in Colossus’s sinister empire.

It’s high time Oracle Advertising and HUMAN Security do some serious Jedi training. Their glowing MRC badges are supposed to signify mastery in identifying Sophisticated Invalid Traffic (SIVT), but if Colossus can still weave its web of deception right under their noses, it’s clear they’re not using the Force as effectively as they could. They need to bolster their defenses, refine their detection capabilities, and ensure that their algorithms can see through Colossus’s cloak-and-dagger tactics. It’s not enough to be accredited—they need to be battle-hardened warriors against invalid traffic, ready to unleash their lightsabers on any form of cookie stuffing, recycling, or harvesting.

So, Oracle Advertising and HUMAN Security, the galaxy is watching. The Rebel Alliance (a.k.a. marketers) is counting on you to not just wear your Jedi robes but to wield your lightsabers with precision. The programmatic battlefield is ruthless, and Colossus SSP is no ordinary Sith Lord. If you’re going to protect advertisers from inflated costs, frequency capping failures, and privacy rights violations, it’s time to prove that your MRC and TAG certifications are worth more than a couple of stormtrooper blaster shots. May the Force be with you—because the ad-tech universe can’t afford any more Death Stars.

One thing that’s glaringly obvious amid all this cosmic chaos is Colossus SSP’s alarming lack of experienced staff. Their CEO, with seemingly less than a decade in the programmatic space, has about as much seasoning as a Jawa fresh off Tatooine. And the company is “virtual,” which might sound like the kind of tech-forward setup the Rebels would be proud of, but it actually means their staff is scattered all over the galaxy like stormtrooper helmets after a skirmish on Endor.

To make matters worse, the company has no executive staff except for the CEO, leaving a void at the top that’s about as inviting as the Sarlacc pit. With leadership that could fit inside a TIE fighter cockpit, Colossus’s operations are more fragmented than a droid post-battle.

The result? A lack of cohesion that’s allowed this sinister empire to wield its dark algorithms unchecked, manipulating identifiers like a desperate sabacc player and leaving marketers stranded in a labyrinth of phantom clicks and dubious impressions.

It’s clear to experts that I spoke to that Colossus SSP’s antics are no accident. This is a deliberate act of sabotage, a calculated plan to twist reality and cheat advertisers out of their credits while defrauding the entire ad-tech ecosystem.

Someone over there made the decision to wield their algorithms with the precision of a Sith acolyte, manipulating identifiers like a sabacc player who knows exactly which card to swap and when.

This isn’t the handiwork of a well-meaning protocol droid miscalculating their arithmetic. In my professional opinion, it’s a purposeful strategy designed to defy transparency and bamboozle marketers, turning the programmatic galaxy into a junkyard of phantom clicks, mismatched impressions, and sky-high CPMs.

The result is a fragmented labyrinth where advertisers stumble blindly, left paying top credits for the privilege of endless repetition that makes a hardened stormtrooper beg for mercy.

The ecosystem is caught in this tangled web because Colossus didn’t just cross a line—they obliterated it, relying on a maze of middle-layer partners like Bidswitch to launder their misdeeds.
There needs to be repercussions for companies that do this, including being banned from the ecosystem.

In the meantime, the digital galaxy awaits a hero who can restore order—a figure who can cut through this shadowy data fog, illuminate the dark corners of Colossus SSP, and reveal the true identity behind this cosmic deception. Until then, advertisers brace themselves against the forces of the digital empire, hoping that this time, the good guys don’t finish last. May the force be with them.

The Future of Shoppable TV: The Grand Merchandising Merge

Pesach Lattin

2024-05-09

In the glittering world of shoppable TV, where retail empires and entertainment titans collide, a new hybrid of consumerism is emerging, poised to revolutionize how we think about vegging out in front of the tube. Forget lounging around in sweatpants, mindlessly snacking while binge-watching the latest culinary showdown. With the click of a button or scan of a QR code, you could be seamlessly whisked away into the glorious world of commercialized consumption where every product is a coveted treasure waiting to leap into your digital shopping cart.

Retail media is climbing the ranks, promising gold-lined pockets for streaming platforms that dare to turn TV into the ultimate shopping experience. Andrew Lipsman, oracle of retail media prophecy, estimates that U.S. retail media connected TV (CTV) ad spend will skyrocket to $5.63 billion by 2027. That’s a staggering figure for an industry barely out of its digital diapers.

Enter Amazon, Walmart, Disney, and NBCUniversal—the fearless forefathers of this new era, each forging their paths to get you buying stuff while binging on screen time. Amazon is charging forward, prepping to unleash a series of shoppable ad units across Prime Video and Freevee channels like a sneaky Trojan horse disguised as entertainment. While they account for only 2.8% of streaming time, their comprehensive commerce ecosystem stands ready to lure Prime viewers into shopping nirvana with the precision of a targeted missile. Will Prime’s relentless ads cause its subscriber base to dwindle? Maybe. But Jeff Bezos didn’t become Bezos by playing it safe.

Walmart, not one to be outdone, has thrown its retail gauntlet into the ring with its Add to Heart series, boasting over 330 products across TikTok, Roku, and YouTube. Partnerships like the one with NBCUniversal’s Below Deck Mediterranean on Peacock are a testament to their ambitions. QR codes during nautical hijinks let you buy that cheeky sailor hat while rooting for the crew to navigate stormy seas. With Vizio under its belt, Walmart envisions a seamless TV shopping wallet baked right into the OS, where your cravings for a new air fryer or those stretchy jeggings can be satisfied with the flick of a thumb.

But TV retail isn’t just a two-horse race. Enter Gary Mittman, the wizard of “aha moments” in shoppable content. If Amazon and Walmart are the juggernauts, then Mittman is the visionary architect of a digital utopia where commerce blends seamlessly into entertainment. His Kerv platform is a masterstroke, leveraging pixel edge recognition technology to identify those high-value moments when viewers are most likely to reach for their wallets. By weaving brand safety and contextual relevance into every click, Mittman ensures that viewers don’t just watch—they shop with intention. His strategy is as simple as it is brilliant: guide consumers down the purchase path without breaking the immersive spell of their favorite shows.

The Kerv platform aligns with some of the biggest names in the industry, including Magnite, networks, FAST channels, and streaming platforms. Magnite, the programmatic powerhouse, helps Kerv distribute shoppable tags across multiple networks, making monetization feel as easy as flipping a switch. By partnering with streaming platforms like Roku and LG Channels, Mittman ensures that his vision of contextual relevance reaches viewers wherever they tune in. FAST channels, with their free, ad-supported streaming model, are a natural fit for shoppable TV, providing viewers with quality entertainment while subtly nudging them to act on those irresistible retail impulses.

Mittman’s Kerv platform is designed to make shoppable TV a thing worth sticking around for. Gone are the days when viewers were bombarded with ads that lacked relevance or were tediously repetitive. Instead, Mittman’s pixel edge recognition technology ensures that the ads you see are not only relevant but perfectly aligned with the narrative. Watching a high-octane cooking competition? Expect to see that high-end blender used in the final round or the chef’s signature spice blend available for purchase. By creating a seamless shopping experience that respects the viewer’s attention and time, Mittman is leading the charge to make shoppable TV not just a fad but an integral part of our media landscape.

Meanwhile, Disney launched its Gateway Shop initiative, planting the seeds of the perfect, non-intrusive second-screen experience that brings your favorite characters into your living room—and your wallet. By gently nudging viewers with emails, push notifications, and QR codes while you revel in Elsa’s latest ice capade, Disney weaves its magic spell, subtly blending targeted ads into the show without breaking the enchantment.

NBCUniversal is also in on the game, offering viewers the chance to shop through Instacart during the Olympics. Imagine the thrill of watching athletes pole-vaulting their way into immortality while simultaneously stuffing your virtual cart with electrolyte drinks and compression socks. They’ll get you buying on adrenaline alone.

However, the vision is not without its challenges. Even with all this effort, shoppable TV could crumble under the weight of fragmentation if the industry doesn’t introduce it with a unified strategy. Picture it: Amazon Fire TV, Apple TV, Roku, and the whole motley crew, each crafting their own walled gardens like tech-savvy Rapunzels. Every platform wants a piece of the pie, but instead of baking one colossal apple cobbler that everyone can dig into, they’re busy hoarding their slice, leaving advertisers and brands to navigate a confusing labyrinth of incompatible standards. The result? A patchwork of niche ecosystems that might dazzle individually but fail to unlock the full potential of shoppable TV on a grand scale.

Take Amazon, for instance. Jeff Bezos and his band of merry merchandisers are cooking up a storm with Prime Video and Freevee, each offering seamless “shop the show” tech that can link viewers’ eyeballs to their overflowing shopping carts. But even with Amazon’s relentless focus on being your go-to platform for shoppable content, it’s still trapped in its own carefully curated domain. Prime Video’s reach is limited to Amazon’s devotees, and the company’s competitors, like Netflix and Disney+, aren’t exactly lining up to share their audiences with the Bezos empire.

Apple TV is playing its own game of retail keep-away, prioritizing the sanctity of its minimalist interface over any real attempts to integrate with third-party commerce giants. Sure, Apple Pay has the potential to transform the entire shoppable TV landscape, but convincing Tim Cook to hand over the keys to the kingdom is like asking the Pope to officiate a Vegas wedding. They’re more likely to see ad dollars slipping through their fingers before they loosen their grip on their precious walled garden.

And let’s not forget the lovable rogues at Roku. With partnerships with Best Buy, Instacart, and Kroger, Roku is eager to make TV shopping a reality. But it’s still a mad scramble as they try to marry data from 80 million accounts with their programmatic ad tech. The result is a bit like trying to duct-tape together a gourmet meal from your leftover Uber Eats orders: creative, but hardly cohesive. Even Walmart’s partnership with Roku only scratches the surface of what’s possible when streaming platforms and retail giants align their interests.

So, while shoppable TV is on the cusp of greatness, it will need more than just strategic partnerships and QR codes to become the next big thing. The industry’s biggest players will need to come together, drop their swords, and find common ground. Otherwise, shoppable TV could end up being yet another tech trend that fizzles out, buried under the weight of fragmented ecosystems and conflicting interests. Let’s hope they figure it out before the public gets bored and goes back to scrolling through TikTok to find their next must-have gadget.

YouTube, however, could be the wild card. It’s got streaming time surging and shopping-friendly content from travelogues to unboxing videos. But can Google translate this eclectic mass into the kind of retail experience that makes credit card numbers fly? Fulfillment remains an issue, and convincing other companies to team up with Google for T-commerce is a tall order.

Netflix, the problem child, accounts for a disproportionate amount of streaming time but has only begun to dabble in ads. Their obsession with clean UI means they’re unlikely to clutter their pristine app with shopping any time soon.

And TikTok, already making competitors squirm with its TikTok Shop phenomenon. Here, buying isn’t born of necessity but of whimsical “fun” shopping—a rabbit hole of impulse buys where a $15 fruit peeler becomes a must-have. But is that enough to bring TikTok’s magic to the CTV screen?

Also there is one and only Apple, the perennial wild card. Wouldn’t it be nice if we could buy stuff regardless of who sells it and where it’s advertised? With Apple Pay’s digital wallet widely distributed, it could theoretically unlock T-commerce across platforms, apps, and networks. But will Apple’s fledgling streaming service and small TV ad business get in the way?

All in all, the retail media renaissance is upon us. Whether it’s Amazon, Walmart, YouTube, or one of the other players leading the charge, we’re staring at a future where the age-old act of sitting on your couch becomes a thrilling, interactive shopping spree.

Will you embrace it? Or will you be left behind in the golden age of shoppable TV? Either way, grab your remote, your wallet, and a bag of popcorn—it’s going to be quite a show.

From Schmidt to Space: How Michael Cammarata’s AI Ambitions Could Fry the Grid

Pesach Lattin

2024-05-09

When life hands you lemons, you might make lemonade—but if you’re Michael Cammarata, you turn those lemons into a lemonade empire that’s both sustainable and tech-savvy.

Welcome to another episode of “The Adotat Show,” where host Pesach Lattin isn’t just stirring the pot; he’s reinventing it. Today, we dive into the world of a man who’s turned digital battlefields into boardroom triumphs, proving that the right mix of strategy and irreverence can make even the sternest Unilever exec crack a smile.

In this episode, we unwrap the enigma that is Michael Cammarata, a virtuoso of innovation who has journeyed from commanding armies in StarCraft to orchestrating major plays in the wellness and tech sectors. Known for his role in transforming Schmidt’s Naturals from a quirky, indie brand into a powerhouse acquired by Unilever, Cammarata has not only shifted paradigms but has also paved new roads for AI in customer service.

Join us as Pesach probes into Michael’s past victories and future ambitions, blending Kara Swisher’s incisive questioning with Howard Stern’s bold, unfiltered humor. It’s a conversation about conquering new frontiers, both on Earth and beyond, and it’s as insightful as it is unabashed. So, buckle up—or as Michael might say, upgrade your firmware—we’re about to launch into a masterclass on turning wild ideas into wild success.

Michael’s journey into the world of entrepreneurship isn’t your typical tale of lemonade stands and high school ventures. It began in the realm of pixels and strategy—specifically, the strategic battlegrounds of StarCraft. Here, Michael didn’t just play games; he mastered the art of war, resource management, and tactical foresight. This digital playground was his first classroom, teaching him lessons in competition, strategy, and the importance of thinking several moves ahead.

As he maneuvered through virtual challenges, Michael’s real-world entrepreneurial spirit was taking shape. The transition from gaming to business seemed almost predestined. His first foray into the business world wasn’t borne out of a desire for profit but a practical need to sustain his gaming habits. At a remarkably young age, he ventured into web hosting, not for the allure of tech start-up culture, but to keep his servers running and his games uninterrupted. This early venture was less about the bottom line and more about keeping the digital lights on.

However, these early experiences were far from child’s play. They instilled in Michael a profound understanding of the internet’s potential and the foresight to see beyond mere web hosting. He recognized early on the transformative power of the internet and technology—not just as tools for creating spaces where gamers could converge but as foundations for future enterprises that could address real-world needs and challenges.

This blend of gaming acumen and entrepreneurial initiative set the stage for what would become a career characterized by bold moves and even bolder visions. Michael’s ability to see opportunities where others saw obstacles became his trademark.

After cutting his teeth in the world of gaming, Michael Cammarata quickly realized that his knack for digital strategy could be a golden ticket into the business world. He ventured beyond the virtual battlegrounds, setting his sights on the tangible, profit-laden territory of brand building and technology-driven entrepreneurship.

His first significant leap from gaming into the business sphere saw him launch and scale digital ventures that married his strategic flair with his growing interest in health and wellness. This pivot wasn’t without its challenges, but Cammarata showed a preternatural ability to spot opportunities that others missed. He sniffed out trends with the precision of a digital bloodhound, identifying the emerging consumer desire for natural, sustainable products long before they became buzzwords.

One of his most notable coups was transforming Schmidt’s Naturals from a humble deodorant startup into a global powerhouse. Cammarata’s approach was less about gimmicks and more about creating a brand identity that resonated with a modern, health-conscious audience. He understood that consumers didn’t just want another stick of deodorant—they wanted a story, a mission, and a brand they could rally behind. Under his stewardship, Schmidt’s became a symbol of the movement toward safer, eco-friendly personal care products.

When Unilever came knocking, Michael didn’t just sign on the dotted line; he saw it as an opportunity to take Schmidt’s global, leveraging Unilever’s resources to amplify the message of natural wellness while maintaining the brand’s authenticity. This acquisition wasn’t just a business transaction; it was a strategic maneuver that allowed Michael to continue pushing boundaries while delving deeper into his next passion—artificial intelligence.

Cammarata had always seen AI as the ultimate tool for personalization and efficiency, and his next venture, Alexander, was an AI-driven customer service tool designed to convert unhappy customers into loyal brand advocates. It was a testament to his belief that technology, when used correctly, could create genuine connections between companies and their customers.

But Michael wasn’t content to stop at Alexander. His ambitions grew even bolder with Genghis Khan, an AI project aimed at redefining the customer journey. He envisioned a future where AI could deliver seamless, personalized experiences that would fundamentally change how brands interacted with their customers.

Michael’s empire-building wasn’t just about profits; it was about redefining industries. He emphasized the importance of balancing aggressive expansion with a strong ethical compass. Whether it was natural deodorant or AI-powered customer service, Michael believed in creating products that genuinely made people’s lives better. His passion for tech and sustainability merged seamlessly, allowing him to build a business empire that thrived on innovation, integrity, and a touch of gaming ingenuity.

When Michael Cammarata looked at customer service, he saw not just a necessity but an opportunity—an opportunity to revolutionize the way brands interact with their customers. Enter Alexander, an artificial intelligence program named after one of history’s greatest conquerors, Alexander the Great. Michael’s vision was to create an AI that could do more than just respond to customer queries; it would turn negative experiences into brand-building opportunities.

Alexander was designed to analyze customer interactions and learn from them, using data to improve responses and outcomes over time. This AI wasn’t just about handling more customer service tickets; it was about enhancing the quality of each interaction. Under Michael’s guidance, Alexander evolved to not only suggest responses to customer service reps but also to autonomously handle queries, ensuring that every customer felt heard and valued.

The success of Alexander led Michael to embark on an even more ambitious project: Genghis Khan. This next-generation AI aimed to personalize marketing at a granular level, creating a one-to-one conversation between brands and consumers. Michael envisioned a world where marketing was not just a broadcast but a dialogue, tailored to the individual needs and preferences of each customer.

Michael Cammarata’s passion for sustainability isn’t just a component of his business strategy—it’s a guiding principle. As he ventured deeper into the world of artificial intelligence with projects like Alexander and Genghis Khan, he became acutely aware of the energy demands these technologies entail. With AI’s potential to exponentially increase power consumption, Michael recognized an urgent need to address the sustainability of power grids.

His concerns about AI and technology’s energy consumption led him to advocate for innovative solutions to enhance energy efficiency. Michael’s approach combined his tech savvy with a strategic focus on biotechnology and nanotechnology. He imagined a future where technology and biology merge, not only to improve human health through medical innovations like nanobots but also to enhance the energy efficiency of tech infrastructure itself.

Michael foresaw a significant challenge in scaling these technologies responsibly. He emphasized the importance of government and industry collaboration to upgrade and secure energy infrastructures capable of supporting the next wave of technological innovation. His vision extended beyond mere adaptation to a proactive overhaul of energy systems, ensuring that the tech industry could grow without exacerbating the global energy crisis.

Through these initiatives, Cammarata continues to demonstrate that entrepreneurship and environmental responsibility can go hand in hand. His work serves as a call to action for other leaders to consider the environmental impact of their technologies and to innovate towards a more sustainable future.

Cammarata sees the merging of technology and neuroscience as the final frontier before the space age fully arrives. In his vision, AI and neuroscience are bound to collide, creating innovations that will reshape how humans interact with technology. He’s not afraid to dream big, either—he firmly believes that this convergence will revolutionize everything from how we understand the human brain to how businesses operate.

He considers the potential of AI and neuroscience to diagnose, treat, and even prevent diseases as humanity’s next great leap forward. Michael emphasizes that while AI will play a significant role in healthcare, it must also be guided by ethical considerations. He advocates for systems that recognize and address biases in data and decision-making, ensuring that technological advancements uplift all communities fairly.

He sees this synergy between AI and neuroscience as key to solving some of our most pressing challenges, from power grid management to personalized healthcare. With projects like Alexander and Genghis Khan already making waves, Michael is excited to see what other visionary minds can achieve in this new era.

Despite the complexity and challenges of the future, Cammarata remains optimistic. He sees the evolving relationship between technology and humanity as both a challenge and an opportunity. While AI and tech can strain existing resources, they can also offer unprecedented solutions for sustainability, healthcare, and customer engagement.

Michael advocates for more transparent and collaborative efforts between governments, corporations, and individual innovators to navigate this complex landscape. He’s particularly enthusiastic about the potential of small, agile teams to drive breakthroughs that change entire industries. He believes that with the right structures in place, emerging markets can be transformed by the merging of tech and biotech, creating holistic solutions that tackle both local and global challenges.

In his signature bold fashion, Michael emphasizes that failure shouldn’t deter innovation. Instead, he encourages leaders to see setbacks as opportunities for learning and growth. Ultimately, his vision for the future combines technological innovation with ethical responsibility, advocating for a global landscape where tech empowers rather than burdens.

With a mind as inventive as Michael’s, we can expect to see him at the forefront of whatever new frontier lies ahead. Whether it’s AI, neuroscience, or something that hasn’t even been imagined yet, one thing’s for sure: Cammarata is far from retiring and will be right there, leading the charge into the unknown.

Michael Cammarata isn’t shy about sharing the wisdom he’s earned along his journey. When asked what advice he’d send back in time to his 11-year-old self, he answers without hesitation: “Get your confidence first.” He believes in pushing boundaries, trying new things, and taking risks, especially in fields like AI and neuroscience that are destined to shape the future.

He’s candid about the misconceptions around retirement, laughing off the idea that he could ever settle down, because every new venture reinvigorates his entrepreneurial spirit. He wants the next generation to recognize the opportunity of a lifetime that lies in the merging of technology and humanity and advises them to be bold and fearless in exploring these uncharted waters.

As the Adotat Show wraps up this episode with the indomitable Michael Cammarata, one thing becomes clear: the intersection of tech, business strategy, and gaming prowess has shaped his career in remarkable ways. From digital battlefields to the boardrooms of Unilever, his journey epitomizes the power of calculated risk-taking and innovation.

Despite his success, Cammarata remains grounded and focused on solving problems that will outlast him. His commitment to healthier, more sustainable alternatives, combined with a relentless curiosity, makes him a leader worth watching. Whether advocating for personalized brand experiences or steering his companies toward ethical AI practices, Cammarata embodies a daring spirit that challenges the conventional.

A special thanks goes out to Troutman Amin, LLP, for sponsoring this episode and allowing us to dive into the brilliant mind of marketing and tech’s finest.

Stay tuned for the next episode, where Pesach Lattin will bring yet another visionary guest onto the Adotat Show, ready to share insights that challenge and inspire in equal measure.

Ricky Strauss Takes a Bow: Apple TV+ Marketing Guru Exits Stage Left

Pesach Lattin

2024-05-09

Well, folks, it’s official: Ricky Strauss is stepping down as head of marketing at Apple TV+. The maestro of movie magic and streaming strategy is leaving the tech juggernaut’s Culver City nest after just a year and a half. Apple’s PR wizards confirmed that Strauss will be moving on to (wait for it) “other creative endeavors,” which, in Hollywood speak, is the classiest way to say, “I’m outta here.”

It’s still anyone’s guess if Strauss’ position will be filled—or if Tor Myrhen, Apple’s VP of marketing communication, is shaking in his well-polished boots about finding a replacement. But really, who needs an exacting marketing chief when you have an ever-growing vault of Ted Lasso optimism and lessons in nocturnal diplomacy from Silo?

Let’s not forget the Strauss Effect that the streaming world felt. His resume is hotter than the latest Apple product keynote. Before leading the charge at Apple TV+, Strauss was Disney’s content and marketing czar, where he played midwife to the Disney+ launch back in 2019. During his decade-long mouse tenure, he championed our favorite Marvel heroes and Jedi knights, and put the Disney princesses and Pixar gang on every cereal box in the Western Hemisphere.

And what about that “Incredibles 2” campaign? Talk about flying high—and not just because of Jack-Jack’s laser vision.

Before Disney, Strauss was the president at Participant Media, where he got a taste of Oscar glory by serving up socially conscious hits like “An Inconvenient Truth” and “The Help.” You know, those “save-the-world” kind of movies that make you rethink your carbon footprint and how you tip your nanny.

But it seems even Strauss couldn’t resist the siren call of Cupertino and joined Apple in January 2023, tasked with overseeing Apple TV+ marketing campaigns, advertising, and promotions. With shows like “The Morning Show” and “Severance,” he definitely gave Netflix execs a reason to sweat in their vintage Lululemon.

As Strauss gracefully bows out of the Apple orchard, leaving behind polished promos and perfectly timed trailers, one can only imagine what’s next for him. Perhaps he’s off to helm another marketing empire, or maybe he’s just tired of convincing people that “The Afterparty” is worth another subscription. Either way, the entertainment world will surely be watching his next move with rapt attention.

In the meantime, it’s up to Tor Myrhen and the rest of Apple’s marketing brain trust to keep that Apple TV+ subscription ship afloat. Will they find another Strauss-like visionary? Or will it be up to Siri to come up with the next big marketing strategy? Stay tuned, because one thing’s for sure: there’s never a dull moment in the streaming wars.

From Zero Ads to Hero Cash: Amazon’s Prime Video Gambles with Your Screen Time

Pesach Lattin

2024-05-07

Hello, Amazon shoppers and screen-staring society! What happens when a retail giant dabbles in ads? They don’t just enter the market—they crash through it with the subtlety of a Prime delivery van on two-day shipping deadlines. Amazon’s first-quarter financial revelations for 2024 are in, and it’s clear that advertising within Prime Video isn’t just a trial balloon; it’s a Macy’s Thanksgiving Day Parade float.

In the grand, bustling digital advertising circus, Amazon has muscled its way to the center ring, flexing like a new strongman determined to outshine the seasoned performers. This quarter, they’ve hoisted up a staggering $11.8 billion in ad revenue, marking a robust 24% increase from the previous year. It’s a feat that not only demands attention but also commands respect, especially as it eclipses the growth rates of tech’s old guards like Google and, yes, Facebook—or should we say Meta? Amazon’s bold strides in ad revenue are turning heads and setting benchmarks, proving that in the digital realm, there’s a new titan in town.

Meanwhile, over at Meta, the rebranding machine has been working overtime, presumably to help everyone forget the labyrinth of existential crises and antitrust investigations it’s meandering through. By slapping on a new name, the company seems to hope it’ll magically erase the skepticism swirling around its business practices like bad perfume. Yet, despite the shiny new label, Meta’s growth in the advertising sector hasn’t quite kept pace with Amazon’s meteoric rise. This highlights not just a shift in industry dynamics but also a potential shift in where advertisers are putting their trust—and their budgets.

Google, on the other hand, remains a venerable force in advertising, its algorithms and ad platforms having set the gold standard for what digital advertising can achieve. However, even this titan seems a bit less invincible as Amazon’s ad revenues climb ever upward. Google’s steady, though comparatively modest, growth suggests it may need to glance over its shoulder more often. Amazon’s aggressive expansion into advertising shows that it’s not content to play second fiddle; it’s here to lead the band.

This intense competition underscores a broader transformation within the digital advertising landscape. As Amazon carves out its niche, it’s not just participating in the market—it’s actively reshaping it. The company’s ability to integrate ads across its vast ecommerce platform, and now within its streaming content, provides it a unique leverage point that traditional tech companies like Google and Meta can’t mimic. This integrated approach not only enhances user engagement but also creates new opportunities for targeted advertising, making Amazon’s ad space increasingly valuable to marketers.

Amazon’s CEO, Andy Jassy, sporting the confidence of a man who knows he’s got the best streaming content and NFL rights, shared in an earnings call that it’s “very early for streaming TV ads” but the consumer response has been encouraging. Encouraging is perhaps an understatement when you’re raking in billions and giving traditional TV a run for its money.

Now, let’s address the mammoth in the media room—or should we call it the barrage of commercials breaking up your binge-watching bliss? Amazon’s decision to inject ads into the hallowed halls of Prime Video was about as warmly received as a pop-up ad in the middle of a marriage proposal. Yes, that’s right, in a move as audacious as a raccoon at a camping trip, Amazon decided to turn its once ad-free oasis into a billboard bonanza. But fear not, dear viewer, for the privilege of uninterrupted viewing can still be yours—for a mere $3 more per month. It’s like paying for silence, which in the streaming world, is golden.

This pivot wasn’t just a minor tweak in the user interface; it was a major change t in the streaming landscape that had advertisers and audiences alike doing double takes. Viewers, accustomed to ad-free tranquility, were suddenly thrust into the bustling streets of Commercialville. The option to pay more to avoid advertisements might seem like a modern-day indulgence, but it’s really a clever strategy by Amazon to monetize the silence that so many of us took for granted. As a result, the introduction of ads has turned every couch potato’s lair into a potential gold mine, with Amazon tapping directly into the veins of viewer attention spans.

The reaction from the ad world was a mix of awe and envy, with marketers marveling at Amazon’s boldness and scrambling to figure out how they might emulate such a move. For advertisers, the opportunity to place their products in front of millions of captive, couch-bound consumers is like striking oil in your backyard. It’s a dream scenario that promises to deliver eyeballs and open wallets. Meanwhile, viewers are left navigating this new terrain, weighing the cost of their loyalty against the annoyance of interruptions. As Amazon boldly monetizes what many considered sacred, it redefines the rules of engagement in the streaming era, proving once again that in the quest for revenue, nothing is off-limits—not even your movie night

And don’t think for a second that Amazon is just dabbling in ads. No, they’ve gone all-in, turning their streaming service into a veritable treasure chest of commercials that feels more like a timeshare presentation than a relaxing movie night. Whether you’re deep into a sci-fi series or just chilling with some cartoons, expect an ad or three to roll like uninvited guests to your streaming party. It’s Amazon’s world, and we’re just streaming in it, navigating through ads that pop up with the persistence of a particularly determined telemarketer.

This quarter, Amazon’s ad business didn’t just chip in; it blasted through expectations and accounted for a hefty 8% of the company’s total revenue. That’s right, what started as a side hustle, perhaps envisioned in a corporate backroom with echoes of “What if?” has blossomed into a full-on revenue romance novel. Picture it: “Growth in the Time of Streaming”—a tale of love and monetization, where every plot twist includes a strategically placed ad for athletic socks or gourmet coffee.

With the flair of a blockbuster premiere, this revenue stream has become a key player in Amazon’s financial portfolio. It’s as if Amazon has found a way to print money by capitalizing on our collective addiction to binge-watching. Every ad viewed is another coin in the coffer, turning Prime Video from just a service into a golden goose. And let’s be honest, in the grand tradition of corporate America, who doesn’t want their very own goose that lays golden eggs? Especially if those eggs keep multiplying with every new subscriber who decides they can stomach a few ads for cheaper streaming.

But it’s not all roses and revenue. A lawsuit claiming deceptive practices about the sudden ad invasion has popped up like an inconvenient truth. But with $143.3 billion in net sales, up 13% from last year, it’s clear Amazon isn’t just surviving; it’s thriving, lawsuit or not.

Jassy, in his unbounded wisdom, seems to think the key to our hearts (and wallets) lies in a combination of high-stakes NFL games and Middle-Earth adventures. His vision for a Prime world is a smorgasbord of content that keeps viewers glued to their screens and advertisers tripping over themselves to throw money at the glossy display of consumer captivation. It’s a bold strategy, akin to using a flamethrower to light a candle, but hey, this is Amazon—why go small? Under Jassy’s lead, Prime Video is turning into an all-you-can-eat buffet where you can binge-watch “The Boys” and the “Lord of the Rings” series, all while a sneaky pop-up ad tries to sell you a replica of Frodo’s sword.

This isn’t just your run-of-the-mill network TV; it’s Amazon’s attempt at creating a hybrid entertainment-commerce beast, masterfully blurring the lines between watching and shopping. Imagine a world where you can cheer on your favorite NFL team during Thursday Night Football and at the same time, get tempted by ads for exclusive fan gear—available with one-click, of course. This clever integration of content and commerce is like having a Swiss Army knife for entertainment; whether you need a screwdriver or a spoon, Amazon has it all. And in this metaphor, the corkscrew is just another ad break away.

Jassy’s strategy here is clear: make Prime Video indispensable by making it the only place where you can get your fill of both orc battles and quarterback blitzes. The platform aims to be the digital age coliseum where viewers come for the spectacle and stay for the convenience of shopping. By marrying rich, exclusive content with targeted advertising, Amazon isn’t just playing the media game—it’s attempting to reinvent it. They’re building a world where the line between entertainment and e-commerce doesn’t just blur; it vanishes, leaving behind a seamless landscape of consumer delight—or dystopia, depending on how much you enjoy unexpected ad interruptions during your movie night.

With a record-setting performance in both ad revenue and AWS growth, Amazon is not just playing the game—it’s attempting to own the game board. The ad market is just their latest piece to maneuver. As Amazon’s empire expands, from cloud computing to ad-powered video streams, one thing is clear: in the world of tech giants, Amazon is bent on being the biggest show on earth.

So, advertisers, place your bids, and viewers, prepare your watchlists. The Prime Video ad era is just beginning, and if Amazon’s plans hold true, the intermissions between your movie marathons will be more than just a chance to refill your popcorn. They’re turning the ad world into a blockbuster, and we’re just living in it—or streaming it, as Amazon would have it.

Cracking the Code: How CVS Media Exchange is Rewriting the Rules of Retail Media with a Rebel Yell

Adotat Staff

2024-05-06

Welcome to the world of retail media, where the stakes are high, the competition is fierce, and the jargon is dense enough to make even the most seasoned ad execs reach for a double espresso. But amidst the usual corporate drone, something interesting is happening. CVS Media Exchange (CMX), a relative newcomer launched in the chaotic depths of 2020, is not just playing the game. They’re aiming to redefine it with a blend of bold innovation and irreverent swagger that would surely get a tip of the hat from Howard Stern combined with a knowing nod from Kara Swisher.

Praveen Menon, the head of analytics and business intelligence at CVS Media Exchange, isn’t just a suit. He’s a pioneer in the rough-and-tumble frontier of retail media, a space where data is gold and transparency is the law of the land. At the Possible event, Menon took the virtual stage while being interviewed by BeetTV, with the calm cool of a veteran sheriff stepping into a saloon brawl. “Measurement is the foundation that allows brands to confidently invest their media dollars because of the first-party data we’ve collected,” he declared. This wasn’t your everyday corporate platitude; this was a rallying cry for a new era of openness in a sector notoriously veiled in smoke and mirrors.

His claim set the tone for a candid discourse on the state of retail media—a veritable digital wild west, brimming with opportunity but plagued by a lawlessness born from inconsistent metrics and shadowy data practices. Menon, with the analytical sharpness of a seasoned gunslinger, laid out the terrain. It’s a world where precise measurement acts not just as a tool but as the very sheriff tasked with taming the chaos. In Menon’s view, the lack of standardized metrics is akin to a town where every clock tells a different time, making it nigh impossible for businesses to sync their strategies effectively.

Diving deeper, Menon described the challenges lobbed by clients, concerned with the foggy outcomes of their ad campaigns. “The challenges from our clients revolve around campaign performance,” he noted, pinpointing the crux of the frustration in the industry. But CMX isn’t in the business of merely reacting to problems. No, they are the sculptors of a new landscape, chiseling away at the old to make way for the new. With Menon at the helm, CMX is driving toward a future where retail media networks don’t just coexist but operate under a common standard that ensures fair play and clear results.

The strategic goal, as Menon laid it out, is ambitious yet vital: to engineer standardized metrics that would allow advertisers to navigate the retail media networks as effortlessly as channel surfing on a lazy Sunday afternoon. This would mean that advertisers could evaluate and adjust their media spends with the confidence that comes from comprehensible and comparable data across different platforms. Such standards would not only simplify decision-making but also elevate the entire industry, encouraging investment and innovation.

Menon’s vision for a standardized approach stretches beyond mere convenience. It speaks to a fundamental shift in how retail media could be perceived and utilized. By establishing a unified metric system, CMX aims to transform the landscape from a wild frontier into a civilized marketplace, where every player, big or small, knows the rules and how to play the game to their best advantage. This isn’t just beneficial for marketers and advertisers—it’s a potential windfall for consumers who would benefit from more targeted, effective, and engaging advertising experiences.

As he concluded his interview, Menon left the audience with a sense of impending revolution in the retail media space. With CMX leading the charge towards transparency and standardization, the future of advertising could be on the brink of a major transformation—a shift from a scattered array of uncoordinated interactions to a streamlined, sophisticated system where clarity reigns supreme.

This, Menon asserts, is the path to unlocking true growth and innovation in the industry, a goal that CMX is not just aiming for, but actively shaping with every strategic move they make.

Now enter Parbinder Dhariwal, the Vice President and General Manager at CMX, who isn’t just playing second fiddle to Menon’s visionary proclamations.

He’s the reak architect building a towering structure upon the solid foundation laid out by his colleague. With the swagger of a tech titan and the precision of a master craftsman, Dhariwal amplifies the mission. “Providing a level of transparency around measurement and how we deliver that back to our advertisers creates a fair play environment for all retail media networks,” he proclaims. This isn’t just about playing nice; it’s about redefining the rules of the game. Dhariwal’s aim is clear and ambitious: to elevate CMX from a player to a powerhouse that dictates the pace and direction of the retail media industry.

Dhariwal’s blueprint for revolution is meticulously detailed. Recent enhancements at CMX are not just incremental; they are transformative leaps. The client performance dashboard, a critical tool in the advertiser’s arsenal, has received a significant facelift. Now fully aligned with the Interactive Advertising Bureau/Media Rating Council standards, this upgrade isn’t just a step forward—it’s a quantum leap. “It’s about turning viewable impressions into measurable conversions,” Dhariwal quips, his words slicing through the industry buzz like a scalpel. This commitment goes beyond mere tracking; it’s an overhaul designed to magnify the impact and precision of every ad dollar spent.

This strategic overhaul reflects a broader commitment to not just meet industry standards but to set them. Dhariwal and his team at CMX are crafting a narrative where transparency isn’t just a buzzword; it’s the cornerstone of their business strategy. By ensuring that metrics are not just visible but actionable, they are pioneering a model that could become the gold standard for retail media networks everywhere.

The implications of these enhancements are profound. For advertisers, the revamped dashboard means data is not only accessible but interpretable in ways that were previously unimaginable. This level of clarity in measurement empowers advertisers to make more informed decisions, optimizing their campaigns in real-time and adjusting strategies with a precision that was once the stuff of dreams.

Moreover, Dhariwal’s vision extends beyond the confines of conventional retail media metrics. By setting a new benchmark for what counts as standard in the industry, CMX is challenging other players to elevate their game. This isn’t just about leading the pack; it’s about expanding the playing field itself, pushing the boundaries of what is possible in digital advertising.

As Dhariwal wraps up his discourse, the message is clear: CMX is not here to merely compete; they are here to lead, innovate, and redefine the future of retail media. Under his guidance, CMX is not just adapting to changes in the digital advertising landscape—they are the ones driving these changes. With a blend of earnestness and bravado, Dhariwal is not just participating in the evolution of retail media—he’s spearheading a revolution, one dashboard upgrade at a time.

As the industry grapples with the impending demise of third-party cookies, CMX is doubling down on its technological prowess. They’ve integrated cutting-edge data clean rooms, courtesy of a partnership with LiveRamp, originally pioneered by Pinterest. This isn’t just about adapting; it’s about leading the charge in a privacy-first digital world. “What we’re bringing to the table is a way for advertisers to not just see but understand the impact of their campaigns,” Dhariwal adds, outlining a future where data privacy and ad effectiveness are not at odds but in harmony.

As retail media continues to evolve, with advertisers increasingly favoring platforms that offer both on-site and off-site consumer engagement, CMX is strategically positioned. Their collaborations extend beyond traditional media, leveraging relationships with platforms like The Trade Desk to enhance off-site targeting capabilities and creating a “surround sound” marketing approach that echoes across multiple consumer touchpoints.

In this raucous rodeo of retail media, CMX stands out not just for its robust data capabilities but for its unapologetic approach to reshaping the industry. Dhariwal’s vision for the future is clear: “We are here to not only compete but to set the pace. It’s about creating a holistic view of the consumer journey that marries on-site engagements with off-site insights.”

The path forward for CMX involves not just navigating the current landscape but actively transforming it. As they push for more transparency, better measurement standards, and deeper consumer connections, they invite the rest of the industry to either keep up or get left behind. In a world where precision equates to profitability, CMX isn’t just playing the game—they’re busy crafting new rules, with a mischievous grin and a no-apologies attitude that keeps everyone on their toes.

The Intriguing Dance of Privacy, Google, and the IAB: A Closer Look at the MSPA and National String

Pesach Lattin

2024-05-02

In a move that might not set the world on fire but will certainly simmer some interest in the pots of privacy enthusiasts and ad tech aficionados alike, Google has thrown its considerable weight behind the IAB Tech Lab’s new darling, the Global Privacy Platform (GPP). Oh, and they’re not just endorsing this shiny new toy, they’re bringing the MSPA US National Privacy Technical Specification—or “National String” as the cool kids call it—into the mix.

Why should you care? Well, if you’re knee-deep in the digital ad mire, trying to navigate the murky waters of U.S. state privacy laws, Google’s announcement is less a gentle breeze and more a gusty wind promising some direction. This isn’t just about Google adopting a new standard. It’s about setting a path that might just lead to a semblance of uniformity in a landscape as fractured as a dropped smartphone screen.

The GPP itself is an ambitious attempt by the IAB Tech Lab to create a standardized framework for managing user privacy consent across the board. Think of it as a Rosetta Stone for privacy preferences, designed to decipher the babel of conflicting state laws into a language that digital platforms can actually understand—and importantly, implement.

Google’s embrace of the MSPA’s “National Approach” and its corresponding privacy strings is significant. For the uninitiated, the MSPA (Multi-State Privacy Agreement) aims to harmonize the cacophony of state regulations into a single, coherent strategy. This isn’t just about compliance; it’s about simplifying a complex system to ensure that personal data doesn’t just slip through the cracks.

Here’s where it gets spicy: Google not only supports the GPP but has also nudged its ad products into alignment with the MSPA’s Certified Partner Program. This means that when Google speaks, the ad tech sector listens—and likely follows. The implication? A broad adoption of the MSPA and the National String could transform the way personal information is processed during digital advertising transactions.

Let’s be real, though: the GPP and the National String aren’t the magic bullets that will solve all privacy issues overnight. They are, however, a step towards a more unified approach in the U.S., offering a framework that could make compliance less of a headache for publishers and other industry players.

Skeptics might eyebrow-raise at the notion of Google playing privacy peacemaker, given its gargantuan stake in digital advertising. But if you can look past the irony—and yes, it’s there—there’s something almost noble in trying to tidy up the privacy mess with a standardized solution.

For more on this techno-tangle, you can teleport directly to the heart of the matter with Google’s announcements on the Global Privacy Platform and the MSPA Certified Partner Program. Just follow the digital bread crumbs to their respective websites, and dive into the details that could shape the future of digital advertising and user privacy. No crystal ball needed, just a keen eye on how these initiatives roll out.

As the digital landscape continues to evolve, the collaboration between giants like Google and industry bodies like the IAB Tech Lab may just pave the way for a privacy protocol that brings some order to chaos. Stay tuned, because this conversation is just getting started.

No More Ads? How Apple’s New Safari Could Topple Google’s Empire

Pesach Lattin

2024-05-02

Get ready, internet adventurers, as Apple prepares to jazz up Safari with a suite of zippy updates and eccentric tools aimed at redefining your browsing sessions. This isn’t just any update; it’s a full-on, bells-and-whistles facelift that promises to make every other browser out there green with envy.

First up, we’ve got the “Intelligent Search” browser assistant. Imagine a hyper-aware librarian that not only finds your books but also summarizes them in a blink. This tool uses Apple’s on-device AI tech to scan through webpages, picking out key topics and phrases, and delivering neat summaries. It’s like having CliffNotes for the entire internet, which could either be your study buddy or a cheeky way to avoid reading the fine print.

Next in line is the intriguing “Web Eraser” tool. Ever wished you could use a magic wand to make those annoying pop-ups or sidebar ads vanish into thin air? Well, Safari is about to grant your wish. This tool allows users to zap unwanted parts of a webpage into oblivion. And the best part? These changes stick around—like a grudge—unless you decide to forgive (revert) them.

But wait, there’s more! Safari is also introducing a nifty quick-access menu that springs out of the address bar like a tech-savvy Jack-in-the-box. This new menu is a cozy home for various page tools, relocating some old friends from the Share Sheet neighborhood to more convenient digs right alongside these fresh features.

The Safari transformation isn’t just for your beloved iPhone. Those wielding iPads and MacBooks can rejoice as the iPadOS and macOS versions of Safari are set to become even more twinsy, working together more smoothly than ever. These updates are doing their stretches and warm-ups in the secretive gyms of Apple’s internal builds of iOS 18 and macOS 15, gearing up for their big reveal at the Worldwide Developers Conference (WWDC) in June.

Peering further into the crystal ball, 2025 might greet us with a pumped-up version of Visual Look Up. Apple is reportedly beefing this feature up to let you get the 411 on products just by ogling images. See something you like? Just point and shoot (with your camera, of course) to pull up all the deets.

In the more immediate future, Bloomberg’s Mark Gurman hints that iOS 18 will turn the mundane into the magnificent, revamping Apple’s core apps like Notes, Mail, Photos, and Fitness. With WWDC’s keynote on the horizon this June 10th, we’re on the edge of our seats, popcorn at the ready, for what promises to be a show-stopping preview of Apple’s next-gen operating systems, which should hit devices everywhere come fall.

Envisioning Apple’s strategy, the “Web Eraser” tool emerges as a pivotal game changer, allowing users to surgically remove ads from their view. This seemingly small tweak hints at a larger scenario where publishers might shift away from traditional web platforms, squeezed out by reduced ad visibility and revenues, and pivot towards app-based content delivery. This shift could usher in a new era where content creators rely more on subscription models than ad revenues, effectively reshaping the internet economy. Apple, with its robust app ecosystem, stands to gain, while Google, the titan of web-based ad revenues, could find itself on shaky ground.

So, grab your metaphorical surfboard and get ready to ride the colossal wave of updates crashing out of Cupertino. Safari is setting up to not just navigate the wild web but to throw a party while doing it, potentially leading a parade where Apple sets the beat, and the rest of the tech world scrambles to keep up.

Kroger Precision Marketing Teams Up with Yahoo Advertising for Data-Driven Delights

Pesach Lattin

2024-05-02

In the ever-evolving landscape of digital advertising, partnerships between industry giants can often resemble a high-stakes game of chess – each move strategic, each alliance carefully calculated. In this latest move, Kroger Precision Marketing (KPM), the retail juggernaut’s retail media network, has thrown down the gauntlet, teaming up with Yahoo Advertising to offer a tantalizing array of purchase-based audiences directly in the Yahoo Demand-Side Platform (DSP).

The announcement, made on Tuesday, sent ripples through the marketing world, signaling a seismic shift in how advertisers can harness the power of data without relying on traditional tracking cookies. With Yahoo DSP advertisers now able to tap into Kroger’s vast repository of audience insights, the possibilities for targeted, effective advertising have never been more promising.

“We’re really excited to partner with the Yahoo team to ensure that our data set can be available in their DSP, and advertisers have more opportunities to leverage Kroger’s data,” remarked Jill Smith, Vice President of Sales at KPM, in an exclusive interview with Lisa Granatstein, editorial director of Beet.TV.

But what does this collaboration mean for advertisers? For starters, it opens up a world of possibilities for delivering more relevant ads to consumers. By leveraging Kroger’s purchase-based audiences, advertisers can tailor their campaigns with pinpoint accuracy, ensuring that their message resonates with the right audience at the right time.

Furthermore, with Yahoo ConnectID in the mix, advertisers can activate sustainable, future-proofed retail data, providing invaluable insights into which segments are driving incremental growth. And on the measurement front, advertisers can utilize KPM’s platform to attribute store sales to media exposures from the Yahoo DSP, offering a comprehensive view of campaign performance and ROI.

However, it’s worth noting that only mutual customers of the Yahoo DSP and KPM will benefit from this collaboration, underscoring the importance of strategic partnerships in today’s competitive landscape.

“Using first-party data is crucial to future-proof against third-party cookie deprecation, and applying Kroger’s retail data will help to ensure addressability for our advertisers,” explained Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo. “This new offering not only reinforces our privacy-safe approach but also demonstrates our commitment to interoperability and allows advertisers to activate high-quality data across campaigns through the Yahoo DSP.”

In essence, this partnership between Kroger Precision Marketing and Yahoo Advertising represents more than just a collaboration – it’s a testament to the power of data-driven decision-making in the world of digital advertising. As the industry continues to evolve, strategic alliances like this one will undoubtedly play a crucial role in shaping the future of marketing. So, buckle up, fellow advertisers, because the ride is just getting started.

Roblox’s Year of Scale: How Ads Became the Name of the Game

Pesach Lattin

2024-05-02

Alright folks, the digital playground where avatars roam free and creativity knows no bounds, is diving headfirst into the wild world of advertising. Yes, you heard that right. The same place where you can build your dream theme park or race against friends in a virtual drag race is now aiming to rake in a cool $1 billion from ads.

Now, you might be thinking, “Roblox and ads? Isn’t that like putting a billboard in the middle of a roller coaster?” Well, hold onto your pixelated hats because Roblox isn’t just slapping ads on virtual billboards; they’re flipping the script with a whole new video ad format.

Picture this: your avatar strolls by a billboard, and bam! A video ad starts playing, getting louder as you get closer. It’s like being stuck in a never-ending loop of commercials, but hey, at least you can’t hit the skip button.

Yeah, there is more. You can’t just click on these ads and magically teleport to the advertiser’s website…yet.

Roblox is still tinkering with that feature, but they’re not stopping there. Oh no, they’ve teamed up with Walmart to let players buy real-life stuff inside the game.

Because nothing says “I’m living my best virtual life” like ordering processed food from China while battling zombies in a dungeon.

And who’s behind this grand plan, you ask? Well, meet Stephanie Latham, Roblox’s VP of Global Partnerships, who’s leading the charge into the brave new world of advertising. With a team stacked with talent from big names like Meta and Google, Roblox is ready to shake things up like a virtual earthquake.

Roblox’s advertising escapades are gearing up for a wild ride in 2024, with Christina Wootton, the platform’s partnerships boss, declaring it the “year of scale” after a hefty bout of experimentation in 2023. . It’s like a digital gold rush, but instead of panning for nuggets in a river, we’re diving headfirst into a sea of pixels.

Picture this: Roblox, the digital playground where imagination runs wild, is now the epicenter of an advertising revolution. With no shortage of ambition and a penchant for pushing boundaries, Roblox is set to shake up the advertising world like a virtual earthquake. So, grab your virtual popcorn, folks, because the show is about to begin, and trust me, you won’t want to miss this wild ride through the metaverse of marketing madness!

So, as Roblox gears up for what they’re calling the “year of scale” in advertising, one thing’s for sure: this ain’t your grandma’s gaming platform anymore. It’s a brave new world where ads are as common as virtual high-fives, and Roblox is leading the charge, one pixel at a time.

Let’s break it down: how exactly do these video ads work in the wacky world of Roblox? Well, it’s a bit like stumbling upon a TV commercial in the middle of your favorite game, except instead of reaching for the remote, you’re reaching for your virtual popcorn.

These ads pop up on billboards and screens scattered throughout Roblox’s virtual playgrounds, and they start playing when your avatar saunters on by. And get this—the closer you get, the louder they blare. It’s like being trapped in a virtual ad maze, with no escape in sight.

Now, here’s the kicker: you can’t just click on these ads and teleport to a brand’s website—at least not yet. Roblox is still tinkering with that feature, but they’ve got big plans. Remember that Walmart partnership? Well, they’re testing out a nifty little trick where players can buy actual physical goods inside the game. Because who needs to leave the house when you can shop for groceries while dodging virtual bullets?

But don’t go reaching for your wallet just yet. These video ads are just the tip of the iceberg. Roblox is cooking up all sorts of surprises in their virtual lab, and who knows what they’ll come up with next. So strap in, folks, because the ride is just getting started, and Roblox is steering this ship straight into uncharted waters.

So what about the cool cats who’ve already dipped their toes into Roblox’s ad pool? We’re talking big names like Warner Bros. Pictures, Walmart, HUGO, and e.l.f. Beauty—yeah, they’re all in on the action. These folks aren’t just testing the waters; they’re diving in headfirst, ready to ride the virtual wave of advertising glory.

But what do they have to say about it? Well, let’s just say they’re pretty jazzed. According to insider gossip, they’re loving the chance to reach Roblox’s millions of Gen Z users in a whole new way. It’s like being handed the keys to a digital kingdom, and they’re not about to let that opportunity slip through their fingers.

As Roblox gears up for what they’re calling the “year of scale” in advertising, one thing’s for sure: this ain’t your grandma’s gaming platform anymore. It’s a brave new world where ads are as common as virtual high-fives, and Roblox is leading the charge, one pixel at a time.

Stephanie Latham leading the charge as VP of Global Partnerships—reminder that she’s the brains behind this whole operation. And she’s not alone. Roblox has assembled a dream team of talent, poaching top dogs from Meta and Google to ensure they’re at the forefront of the digital advertising game. Roblox isn’t just playing around when it comes to building its ad empire.

Latham, recently unveiled their latest innovation at the IAB NewFronts: a brand-new video ads product now available to all advertisers. In her own words, Latham expressed her excitement, stating, “Hot off the presses from IAB NewFronts: excited to launch our video ads product available to all advertisers as of today. This is a new way to connect with tens of millions of Gen Z community members on Roblox—and reach the digitally savvy generation that’s increasingly hard to reach through traditional and 2D media. All brands can now easily leverage our video ads in their campaigns.”

With this bold move, Roblox is poised to revolutionize how brands engage with the elusive Gen Z audience. Latham also extended her gratitude to early partners like E.L.F. Beauty, HUGO BOSS, Walmart, Warner Bros. Entertainment, dentsu, and Hearts & Science for their invaluable collaboration and feedback, underscoring their pivotal role in bringing this vision to life.

With heavy hitters like Ben Fox, former Yahoo Ads chief product officer, and David Vesper, fresh from the halls of Google, Roblox is stacking the deck in their favor. These folks aren’t just here to play; they’re here to win. And with a team like this, it’s hard to bet against them.

Alright, let’s look into the digital retail revolution happening right here in the whimsical world of Roblox.

Picture this: you’re leisurely strolling through Roblox, zigzagging past virtual dragons and scaling digital mountains, when suddenly, you stumble upon a virtual Walmart store. But hold onto your pixelated hats because this isn’t your run-of-the-mill shopping experience—oh no. This is the future of e-commerce, where you can peruse virtual versions of real-world products and, with just a few clicks, have them whisked to your doorstep faster than you can say “add to cart.”

But wait, there’s more. Roblox isn’t content with just being a playground for gamers; they’re flipping the script on online shopping as well. With their innovative integration of e-commerce into the gaming experience, they’re blurring the lines between virtual and reality in the most delightful way possible. Whether you’re battling virtual baddies or exploring new worlds, you’ll now have the option to shop ’til you drop without ever leaving the comfort of your digital universe.

And while Roblox is still fine-tuning this futuristic shopping spree, the possibilities are as endless as the virtual horizons. Imagine a world where you can buy groceries, gadgets, and goodies—all while embarking on epic quests and forging friendships with fellow players. It’s a brave new world of digital commerce, and Roblox is leading the charge with style, sass, and a healthy dose of pixelated pizzazz.

Now that we’ve explored the wild world of Roblox’s advertising endeavors and its groundbreaking foray into e-commerce, let’s take a peek into the crystal ball and glimpse the future of this ever-evolving platform. With video ads now a staple of the Roblox experience and e-commerce integration on the horizon, the possibilities for growth and innovation are virtually limitless.

Imagine a world where virtual billboards not only showcase the latest blockbuster films but also offer interactive experiences that blur the lines between entertainment and advertising. Picture a realm where players can seamlessly transition from battling virtual foes to browsing real-world products, all within the vibrant tapestry of Roblox’s digital landscape.

As Roblox continues to push the boundaries of what’s possible in the realm of online entertainment and commerce, one thing’s for sure: this isn’t just a gaming platform; it’s a digital metaverse where pixels meet profits in the most delightful—and lucrative—of ways. So, buckle up, fellow adventurers, because the journey is just beginning, and the future of Roblox promises to be one heck of a ride.

Alright, fellow pixel pioneers, it’s time to strap in and embrace the wild ride that is Roblox. With its bold ventures into advertising, e-commerce, and beyond, this digital playground isn’t just for gamers—it’s for anyone ready to dive headfirst into a world where imagination knows no bounds.

What are you waiting for? Join the revolution, embrace the chaos, and let your imagination run wild. Because in the world of Roblox, the only limit is your imagination—or maybe just your internet connection.

As we bid adieu to this whirlwind tour of Roblox’s ad-infused universe, let’s toss a virtual high-five to the wild ride we’ve been on. From dodging digital dragons to window shopping in the virtual Walmart, Roblox has thrown open the doors to a world where imagination runs rampant and pixels reign supreme.

Whether you’re a brand trying to crack the Gen Z code or a player itching for a new adventure, Roblox beckons you to join the party. With its irreverent charm and knack for turning the mundane into the extraordinary, Roblox isn’t just a gaming platform—it’s a pixelated paradise where the rules are made to be broken and the fun never ends.

So, raise your virtual glasses, folks, because we’re riding the Roblox tsunami straight into the future. And let me tell you, the view from the top of this digital wave is nothing short of spectacular. So grab your surfboard and hang on tight, because with Roblox leading the charge, the only way to go is up—way, way up.

Paramount’s Corporate Musical Chairs: Bakish Leaves, Power Trio Plays On

Pesach Lattin

2024-05-02

As Paramount Global shuffles its deck with the departure of CEO Bob Bakish, the media giant might seem like it’s channeling a bit of Hollywood drama. Bakish, who ascended the corporate throne at Viacom back in 1997 and later took the reins at Paramount following the Viacom-CBS merger, has officially left the building—or rather, the boardroom. The company announced his exit alongside the spicy tidbit that merger talks with Skydance Media are still on the table.

Stepping into Bakish’s big shoes is not one, but three top executives in a sort of “CEO Voltron” arrangement. Enter George Cheeks of CBS, Chris McCarthy from Showtime/MTV, and Brian Robbins of Paramount Pictures and Nickelodeon fame, poised to pilot the Paramount ship as a triumvirate. They, along with CFO Naveen Chopra and the board, are tasked with whipping up a “long-range plan” to boost growth, slash operations to the bare essentials, fortify the company’s finances, and polish its streaming strategy. If that sounds like a lot, it’s because it is.

During their first-quarter earnings call—which was less of a call and more of a quick hello—Paramount teased these future plans. Chopra led this under-10-minute teaser trailer of a call, conspicuously devoid of analyst Q&A. They promised more details soon, but not too soon, because who doesn’t love a little suspense?

On the advertising front, Paramount is flexing its muscles just days before the industry’s annual “upfront” market, where TV networks try to sell off their commercial inventory in bulk. They’re rolling out a new suite of data tools, in partnership with Mastercard and EDO (shout-out to co-founder Ed Norton), aimed at proving that their ads don’t just get seen—they get results. This “attribution” model, which is all about linking commercials to concrete consumer actions like web visits or showroom stops, is Hollywood’s latest blockbuster idea, only with more data and fewer explosions.

John Halley, president of Paramount Advertising, put it this way: “Our goal here is to provide full transparency across outcome metrics not typically associated with premium video so that advertisers can better understand the value of our products.” That’s corporate speak for “We’re going to show you exactly how our ads help you sell stuff.”

Paramount isn’t the only one playing the attribution game. A+E Networks, Discovery Communications, and even the old guard at Nielsen have been tinkering with similar strategies. It’s like everyone suddenly decided that if you’re going to spend millions on ads, you might as well try to prove they actually work.

So, as Paramount gears up under its new trio of chiefs and flirts with the idea of a sale by Shari Redstone’s National Amusements, it’s clear they’re not just surviving—they’re trying to script their own comeback story. And in true Hollywood fashion, they’re keeping us all on the edge of our seats. Whether this will turn into a blockbuster hit or a box office bomb, only time will tell. But one thing’s for certain: in the world of media, the show must go on.

Welcome to the Jungle: How IAB NewFronts 2024 Turned NYC into a Digital Ad Playground

Pesach Lattin

2024-05-02

Welcome to the jungle, otherwise known as IAB NewFronts 2024, where the air is thick with the smell of freshly brewed strategies and even fresher corporate swagger.

New York City’s glittering skyline was merely the opening act as digital advertising’s heaviest hitters, from Google to Vizio, lined up to flaunt their latest gadgets in the great gold rush of modern marketing. This isn’t your grandmother’s needlepoint circle—this is where the future of digital advertising gets a shot of espresso and a kick in the pants.

Right out of the gate, Google was throwing punches with a rallying cry to herd all your streaming ad buys into its behemoth of a platform, Display & Video 360 (DV360). The message was clear: Let’s make programmatic TV as mundane as checking your email. Meanwhile, Vizio zigged where Google zagged, opting to seduce the crowd with visions of home screen takeovers and ad formats that pop up faster than a toaster strudel.

Strap in, folks. This ride through the NewFronts is bound to be as bumpy as a Brooklyn cab ride with all the subtlety of a Times Square billboard.

Google stomped into NewFronts with a swagger, proclaiming the virtues of its Display & Video 360 (DV360) ike a preacher on Sunday. They weren’t just selling a product; they were selling a revolution—centralize your ad buys, or be left in the digital dust. With a reach covering 92% of all CTV viewing households and exclusive rights to YouTube’s treasure trove, Google’s pitch was less invitation and more royal decree. And with Sean Downey at the helm, rethinking programmatic TV apparently means Google-ifying the whole shebang.

Vizio, with the flair of a Vegas showman, sauntered onto the NewFronts stage, ready to flip the script on passive viewing. They unveiled a strategy bold enough to make even the most seasoned ad execs sit up: transforming every idle TV screen into a bustling billboard. In Vizio’s world, the home screen isn’t just another channel to skip; it’s prime real estate in the high-stakes game of digital advertising. By turning these screens into dynamic ad spaces, Vizio plans to capture viewer attention from the moment the TV flickers on, embedding marketing seamlessly into the user interface.

The company’s arsenal for this assault on viewer apathy? An innovative lineup of content hubs and ad formats designed to intercept every possible moment of screen time. Imagine sipping your morning coffee while your TV subtly nudges you towards Dunkin’ Donuts, or the screen pausing your thriller to tempt you with a snack—this is Vizio’s vision for a new kind of ambient, omnipresent advertising. Beyond just peddling products, these features aim to create a more intuitive and responsive viewing experience, blurring the lines between content consumption and consumer action. Whether it’s a full-blown takeover ad that launches as the TV powers up, or more nuanced pause ads that slide sleekly into your viewing break, Vizio is crafting a world where ads are not just seen but experienced.

But Vizio’s ambitions stretch beyond just dominating downtime; they’re also tailoring their offerings to niche markets with culturally curated content. The introduction of the Hispanic Heritage Collection is a testament to this strategy, tapping into the growing demand for personalized content that resonates with diverse audiences. This move not only broadens their appeal but also fortifies their position in a market that’s increasingly fragmenting along cultural lines. In doing so, Vizio is not just playing the game—they’re setting the rules, establishing niche as the new normal in the mainstream media mix. This strategic pivot underscores a broader shift in advertising: the move towards a more segmented, personalized approach that seeks to turn every idle moment into a potential engagement opportunity.

At the IAB NewFronts, a particularly solemn mood settled over the room as the focus shifted to the embattled realm of news publishing. This wasn’t your typical tech-flavored dog and pony show; it was a clarion call to arms. The gathering took on the gravitas of a wartime council, with the CEOs of venerable institutions like The New York Times and CNN stepping up to the mic. They weren’t there to hawk ad space. Instead, they delivered a potent plea for the advertising community to come to the aid of news journalism. In a world increasingly skeptical of media, where keyword blocking snuffs out revenue streams and public trust is at an ebb, these leaders presented a united front, portraying news media not just as a victim of digital age woes but as a pillar of democracy urgently in need of support.

The message was stark and straightforward: news organizations are more than content factories; they are the sentinels of public discourse, wielding words to weave the fabric of society. Yet, here they were, cap in hands, asking not for charity but for a lifeline of ad dollars to keep them afloat. The assembly painted a vivid picture of the challenges—ranging from the rampant use of ad blockers to the pervasive atmosphere of distrust that has tarnished the reputation of media houses. This session was less about the commercial viability of news outlets and more about their existential crisis, highlighting the harsh reality that without a steady infusion of advertising revenue, many could face diminution or disappearance.

The appeal to the ad world was framed as a mutual benefit rather than mere altruism. By investing in news, advertisers wouldn’t just be saving a floundering industry; they would be sustaining an ecosystem vital for informed public discourse and maintaining a marketplace where ideas can flourish and democracy can thrive. The plea made clear that supporting journalism isn’t just good practice—it’s a cornerstone of societal well-being. As the session concluded, the call was not just for survival but for a renaissance in how news is funded and consumed, urging advertisers to see beyond the immediacy of ROI towards a more robust and responsible engagement with the news media landscape.

Pamela Drucker Mann of Condé Nast came out swinging, ready to mix up the stale cocktail of digital advertising norms. Her approach? Treat the red carpet like a sports event—there are winners, losers, and plenty of drama to monetize. Drucker Mann isn’t just trying to sell ad space; she’s pushing a cultural shift, spoon-feeding culture to buyers who are hungry for innovation in a market bloated with the same old cereal. She’s not just in the business of news and lifestyle; she’s in the business of redefining what those words mean to advertisers and audiences alike.

Google’s dynamic duo, Sean Downey and Kristen O’Hara, took the stage to elaborate on their master plan to streamline the chaos of media buying. With DV360, they’re promising a world where fragmented markets and scattered audiences come together in one harmonious view. Think of it as conducting an orchestra where every instrument is a different content platform, and Google is aiming to be the maestro. They’re not just selling a service; they’re selling a symphony.

The titans of the news industry, representing stalwarts like The New York Times and CNN, strode onto the stage not just to talk shop but to showcase their latest foray into the tech frontier. With a swagger reminiscent of Silicon Valley moguls, they unveiled their newest ventures into artificial intelligence. This wasn’t about AI as a theoretical marvel or a future potential; it was presented as the here and now, integral to their operational warp and weft. From generating synthetic audio that can narrate articles in soothing, lifelike tones to deploying real-time translation AI that breaks down language barriers as the news breaks, these media giants are not just keeping pace with technology—they are setting the pace. Their message was unambiguous and boldly delivered: in the cutthroat world of news media, it’s innovate or perish.

The use of AI is transforming these venerable newsrooms from mere observers of the tech revolution into active participants shaping its trajectory. The New York Times and CNN, among others, demonstrated how they’re harnessing AI to enhance content accessibility and engagement. Synthetic audio, for example, isn’t just about giving articles a voice; it’s about amplifying reach and deepening connection with audiences who might prefer audio over text. Similarly, real-time translation technologies are not merely about crossing linguistic borders but about expanding the global footprint of these media houses. By integrating these advanced tools, they are effectively redefining the boundaries of traditional journalism and audience interaction.

But this tech embrace comes with a stark caveat: innovate or be left behind. This principle was echoed loudly throughout their presentations, underlining the necessity of continuous evolution in the digital age. The integration of AI tools by these media powerhouses is a clear signal that the future of news consumption is here, shaped by a blend of journalistic integrity and technological innovation. As they adapt these sophisticated tools to meet the demands of modern news dissemination, they challenge the rest of the industry to follow suit or risk obsolescence. With cameras rolling and the world watching, the message from these news leaders is clear: embracing technology is not just a strategic move—it’s essential for survival in the fast-evolving media landscape.

Each leader at the NewFronts not only outlined their current achievements but also set the stage for a future where traditional media and cutting-edge technology are not just aligned but integrated. They’re not asking if AI will change the industry; they’re showing how it’s already happening. As the curtains closed on another day of presentations, it was evident that these leaders weren’t just participating in the ad game—they were trying to rewrite the rules.

Google’s new darling, the “Audience Persona” tool, illustrated a bold step into the future with generative AI. Here’s a feature that doesn’t just understand your target audience; it virtually creates them from thin air. Marketers can now throw in a few adjectives, stir the AI pot, and watch as a list of finely tuned audience segments bubbles up, ready to be targeted. It’s like having a marketing psychic on your team, one that’s fed on data instead of tea leaves.

Not to be outdone, Samsung splashed into the AI pool with its own set of tools designed to fine-tune viewer engagements. From AI-driven content recommendations to enhanced ad measurement capabilities, Samsung is crafting a user experience so seamless that consumers might not even notice they’re being advertised to. This is the art of subtlety in a digital age—think less billboard, more whisper in the ear.

Vizio introduced pause ads and interactive content hubs as part of its strategy to captivate viewers in their most relaxed moments—say, pausing a movie to grab more popcorn. Imagine this: your screen freezes on a Dunkin’ Donuts ad just as you’re contemplating a coffee run. It’s timely, it’s slick, and it’s a little bit cheeky.

As the lines between devices continue to blur, Google and Samsung are paving the way for ads that not only know which show you’re watching but can guess what you might want to snack on while you’re watching it. Cross-device reporting and conversion metrics are no longer just nice-to-have; they’re essential tools in a marketer’s arsenal, designed to track and enhance the consumer journey across TVs, phones, and beyond.

This year’s IAB NewFronts revealed that the future of advertising is not just about reaching audiences but understanding them on a nearly telepathic level. As we stand on the brink of what might be the industry’s biggest technological revolution yet, one thing is clear: in the world of digital advertising, innovation is the ticket to the big show.

The media landscape isn’t just evolving; it’s exploding in every direction, with fragmentation creating as many opportunities as challenges. This year’s NewFronts spotlighted the critical need for strategies that bring cohesion to chaos. The spotlight on news emphasized the delicate balance of brand safety with the necessity of supporting journalism in an era of skepticism and avoidance. Publishers and platforms argued for smarter, not stricter, brand safety measures that don’t undercut the financial viability of crucial content categories.

Google’s push to centralize ad buying through DV360 aims to simplify the programmatic buying process, but it also raises questions about market dominance and the diversity of ad inventories. As programmatic grows to resemble the complexities of traditional web ad buying, the industry faces a crossroads: How can we maintain efficiency without sacrificing the unique needs of niche markets and smaller publishers?

As viewing habits shift from traditional TV to multi-platform engagements, advertisers are urged to adapt or risk obsolescence. The discussions around unified media buying platforms and AI-driven targeting tools reflect a broader industry trend towards agility and precision in ad placements. However, the transition is not without its hurdles, such as reconciling the wide reach of traditional TV with the granular targeting capabilities of digital platforms.

The enthusiastic adoption of AI tools across major platforms underscores the industry’s commitment to staying ahead of the curve. Yet, this forward momentum requires a balancing act between leveraging cutting-edge technologies and addressing ethical concerns and the potential for consumer pushback against increased surveillance and data usage.

Despite a promising outlook for digital ad growth, traditional publishers face dwindling revenues, compounded by stringent ad blocking and keyword avoidance. The call to action at NewFronts was clear: reevaluate how and where ads are placed to ensure sustainability and growth across all forms of media.

As the 2024 IAB NewFronts wrapped up, the message to the advertising world was unmistakable: Navigate these challenges with creativity and courage, and the opportunities could be limitless. In this ever-shifting landscape, those willing to innovate, understand, and ethically engage with their audiences are the ones who will carve out the future of digital advertising.

The curtain falls on another year of IAB NewFronts: the industry is left to ponder the revelations and revolutions unveiled in the heart of New York City. From Google’s grand designs to Vizio’s home screen dominance and the urgent pleas for supporting news media, the event painted a vivid picture of a digital advertising ecosystem at a crossroads.

Key Takeaways:

The Centralization of Ad Buying: Google’s push to streamline ad buying through DV360 highlights a move towards centralization in an effort to combat market fragmentation. This approach promises efficiency but also raises important questions about market power and the diversity of advertising ecosystems.
Innovation in Ad Formats: Vizio’s new ad formats, including pause ads and interactive content hubs, demonstrate a creative approach to capturing viewer attention in an increasingly competitive space.
Support for News Media: The spotlight on news media underscored the critical role of advertising dollars in sustaining journalism, particularly in an era marked by public distrust and the decline of traditional media outlets.

The Road Ahead: The 2024 NewFronts have set the stage for a year of innovation and experimentation in digital advertising. As companies strive to merge cutting-edge technology with strategic media buying, the focus will increasingly shift towards creating advertising experiences that are not only effective but also respectful of consumer privacy and preferences.

Looking forward, the challenge for advertisers and platforms will be to balance these innovations with ethical considerations, ensuring that the pursuit of efficiency and reach does not come at the expense of transparency and consumer trust. The future of digital advertising is bright, but it requires a careful navigation of emerging technologies and evolving market dynamics.

In essence, the IAB NewFronts 2024 has not just been about presenting new products and strategies; it’s been about setting a vision for the future—a future where digital advertising is not just part of the media landscape but a transformative force within it. As we look to 2025 and beyond, the industry’s ability to adapt, innovate, and ethically engage with audiences will determine not just the success of brands and platforms, but the relevance and resilience of the digital advertising industry itself.

Breaking Rules and Banking Wins: The Doron Wesly Doctrine

Pesach Lattin

2024-05-01

Excited to share a deeply touching and insightful episode from the ADOTAT Show with you all today. I had the privilege of interviewing Doron Wesly, Chief Commercial Officer at Funtico, in what turned out to be a poignant moment in time. Recorded while Doron was at the hospital, supporting his beloved wife Amy during her cancer treatments, this conversation delves into the intersection of personal struggle and professional resilience. Tragically, Amy passed shortly after our discussion, and it is with respect to Doron’s strength and Amy’s memory that we share this episode.

Strap in for a no-holds-barred ride through the world of Doron Wesly, the ad tech whiz who’s made a career out of turning digital dust into dollars. As the Chief Commercial Officer of Funtico, Wesly is the mastermind turning the gears behind their leap into the chaotic playground of Web3 gaming. We’ll trace his steps from the startup hustle on Tel Aviv’s Ben Yehuda Street, through the corporate skyscrapers of New York, right to the cutting edge of blockchain brawls. It’s a saga of smart moves, serendipitous stumbles, and the sort of tech wizardry that makes you wonder if there’s a sprinkle of magic in the mix.

Expect a narrative peppered with sharp wit and biting insights: We’re not just peeling back the layers on Doron’s career; we’re slicing through the hype to reveal what makes this industry maverick truly tick. From his first audacious steps in the digital realm to his current gambit in gaming’s new frontier, get ready to meet the man who’s as pragmatic as he is visionary, navigating the high seas of ad tech with the finesse of a pirate king. Settle in; this is going to be anything but a typical tech tale.

Doron Wesly’s career reads like a treasure map for the digital age, with ‘X’ marks from Hotbar to Funtico highlighting his stops along the way. It all began in the tech-tangled streets of Tel Aviv, where startups sprouted like weeds and Wesly first cut his teeth. He wasn’t just riding the tech wave; he was making the waves, turning a nascent Hotbar into a name known across the ad world. But Israel was just the prologue. The real story began when he took a bite out of the Big Apple, diving headfirst into New York’s ad tech scene, where he expanded his network and refined his knack for turning theoretical tech into hard-hitting ads.

But why stop at ads? Wesly’s leap into Funtico’s chaotic cauldron of Web3 gaming is like watching a seasoned surfer tackle a tsunami. Funtico isn’t just another notch on his belt; it’s the culmination of all his past exploits, a bold foray into the untamed wilds of blockchain and digital derring-do. Here, he’s not just playing the game—he’s aiming to redefine it, bringing a dash of old-school ad acumen to the new-school tech arena. As we follow Wesly’s trail from ad tech’s old guard to its new frontier, it’s clear he’s not just surviving the digital jungle; he’s crafting his own laws of the land.

Doron Wesly isn’t just another tech-savvy executive; he’s a concocter of the secret sauce that merges the mystical arts of technology and creativity. What’s his recipe? A blend of sharp, pragmatic Dutch thinking with the bold, boundary-pushing spirit of an Israeli innovator. Wesly harnesses this unique mix to craft advertising campaigns that don’t just speak to the audience—they shout, cajole, and captivate. But don’t be fooled into thinking his method is shrouded in impenetrable mystery. According to Wesly, the magic is replicable, and he’s more than willing to share his playbook. It’s less about possessing a rare wand and more about how you wave it.

As we dissect the layers of Wesly’s approach, it becomes clear that his success formula is not reliant on some arcane knowledge or exclusive wizardry. Instead, he advocates for a crystalline clarity in messaging and an aggressive pragmatism that slices through today’s noisy ad landscape like a scalpel. Whether it’s transforming the digital dust of ad tech into solid gold or steering a new course in the stormy seas of Web3, Wesly’s blend of creativity and technology is not just about making ads but making waves that shift the entire industry paradigm.

Diving into Doron Wesly’s career is akin to strapping in for a rollercoaster that twists through the high peaks and sudden drops of the ad tech world. From his early days navigating the tech surge in Israel to his strategic maneuvers within New York’s advertising ecosystem, each chapter has been laced with its own brand of thrills. The journey from Hotbar to Perksy and beyond wasn’t just a career path; it was an adrenaline-pumping ride through the ever-evolving landscape of digital advertising, marked by serendipitous victories and nail-biting challenges.

Wesly’s tale is peppered with moments of both sheer genius and stark madness. Take, for example, his innovative traffic exchange strategies that predated mainstream methods, or his pioneering forays into crisis media that set new standards within the industry. These weren’t just successes; they were game changers. But with high stakes come high risks, and Wesly has had his share of facepalm moments—like betting big on digital strategies that were ahead of their time, only to watch them falter under less visionary eyes. Through it all, Wesly has not only survived the wild ride but also mapped out new routes for those daring enough to follow.

If you think advertising technology is as predictable as a recycled sitcom plot, Doron Wesly is the guy rewriting the script. In an industry where innovation often succumbs to the rinse-and-repeat cycle of tried and tested formulas, Wesly keeps the creative spark alive with the cunning use of something as unassuming as Baba Ghanoush. It’s not about having a muse on speed dial; it’s about stirring the pot of creativity with unconventional ingredients and bold flavors that challenge the palate of the ad world.

For Wesly, the secret to staying innovative doesn’t lie in elusive inspirations but in everyday interactions and the relentless pursuit of the ‘what if’. Whether tweaking a campaign to resonate better with its audience or overhauling a dated strategy with cutting-edge tech, his approach is about mixing the right amounts of audacity and pragmatism. It’s about seeing the potential for a plot twist in every plotline and spinning the mundane into something spectacularly engaging. This creative alchemy not only keeps his work fresh but also pushes the entire industry towards uncharted territories, proving that even the most predictable narratives have room for a surprise twist.

Doron Wesly, as the Chief Commercial Officer of Funtico, is not merely participating in the burgeoning Web3 revolution; he’s at the forefront, leading a bold charge. Under his guidance, Funtico has unfurled its banner high in the Web3 gaming arena with a declaration of “Ultimate Rewards.” This move isn’t just another line item on the corporate strategy—it’s a calculated invasion into a landscape ripe with both immense potential and significant risks. Wesly’s strategic acumen, honed through years in ad tech, combines with a pioneer’s spirit to position Funtico as a powerhouse in this new, volatile frontier.

The strategy behind Funtico’s entry into Web3 gaming mirrors Wesly’s well-known blend of audacity and precision. The firm is set to introduce a gaming ecosystem that simplifies the complexities associated with blockchain technologies. By developing user-friendly interfaces and reducing the technical barriers, Funtico aims to attract a broad audience, making the entry into blockchain gaming as seamless as playing traditional video games. This initiative is designed to extend beyond the niche blockchain enthusiast community and appeal to a global audience of casual gamers and curious novices alike.

Central to Funtico’s approach is the creation of a robust platform where technology enhances usability. Wesly envisions a world where engaging in Web3 gaming is as intuitive as navigating through a smartphone app. This platform will not only host games but will also foster a community where players feel empowered by the blockchain’s capabilities without being overwhelmed by its intricacies. By doing so, Funtico plans to democratize access to Web3 gaming, making it a mainstream leisure activity comparable to console gaming.

Beyond simplifying play, Funtico is determined to revolutionize how rewards are earned and managed in the gaming space. The introduction of skill-based gaming within the Web3 framework allows players to earn tangible rewards based on their gaming prowess. This meritocratic system reflects Wesly’s belief in fair reward for skill and effort—a principle that stands at the core of Funtico’s mission. Here, each player’s success is not left to chance but is a direct result of their strategic thinking and gaming skills, all backed by secure blockchain technology.

In the labyrinth of global advertising, navigating the cultural nuances of diverse markets is as much an art as it is a science. Doron Wesly, with his vast experience spanning continents, understands this better than most. His career has seen him adapt strategies to resonate across cultural divides, ensuring messages hit the mark from North Africa to the APAC skyscrapers without a misstep. However, even the most seasoned navigator can encounter turbulent waters, and Wesly’s journey is no exception.

One of Wesly’s key strategies has been his commitment to understanding the underlying cultural currents of each market. This approach has enabled him to tailor campaigns that are not only effective but also respectful and engaging to local audiences. For instance, in India, a campaign initially stumbled when it failed to appreciate the dual mobile phone usage prevalent among its target audience. By pivoting the campaign to address this unique local behavior, Wesly turned a potential faux pas into a triumph of market-specific adaptation.

Moreover, Wesly’s experiences in Russia highlight the challenges of translating Western marketing concepts into different cultural contexts. There, traditional Western tactics using sex appeal met with cold reception. Wesly’s quick thinking redirected the campaign to leverage local celebrity influencers, thus aligning the campaign more closely with Russian sensibilities and turning a likely disaster into a notable success.

Through these experiences, Wesly has learned the importance of empathy and flexibility in advertising. His ability to “read the room”—whether that room is in Seoul, Moscow, or Mumbai—has been crucial. He emphasizes the need for advertisers to not only translate their messages into the local language but to imbue them with cultural relevance, transforming standard advertising into something that feels bespoke and personal for each audience.

Wesly’s approach to cross-cultural advertising is a delicate balance of bold innovation and meticulous cultural sensitivity. By embracing local traditions and values, he navigates the global marketplace not just with ambition, but with a profound respect for the diverse audiences he serves. His successes and occasional setbacks provide a roadmap for others in the industry, illustrating that understanding and respecting cultural differences are key to global advertising triumphs.

Navigating the global ad market is no stroll through Central Park; it’s more like a mad dash across Times Square at rush hour—chaotic, loud, and fraught with perilous missteps. Doron Wesly, globe-trotter and ad tech aficionado, knows this dance all too well. He’s tweaked campaigns from the souks of North Africa to the high-tech hubs of APAC, dodging cultural faux pas with the agility of a street-smart New Yorker. His approach? Deep dives into local cultures, a healthy dose of empathy, and a knack for turning cultural puzzles into marketing masterpieces.

Take his stint in India, where a mobile ad campaign almost flopped because it ignored the local trend of using dual SIM cards. Wesly’s quick pivot to tailor the message not only saved the campaign but also doubled its effectiveness overnight. Then there was Russia, where using Western-style sex appeal to sell products fizzled faster than a wet firework. Wesly’s fix? Swapping in local celebrities to star in the ads, a move that resonated well with Russian consumers and restored the campaign’s sizzle.

What makes Wesly’s method standout isn’t just his ability to sidestep blunders but his eagerness to embrace each market’s unique flavor. Whether it’s adjusting to the modesty preferences in the Middle East or tapping into K-pop fandom in South Korea, Wesly’s campaigns are as varied as the locales they target. His secret weapon? A deep-seated respect for his audience’s culture and customs, paired with an irreverent willingness to flip the script when necessary.

In Japan, where conformity often trumps individuality, Wesly launched a campaign that celebrated personal achievement without isolating the community, striking a delicate balance that boosted both sales and local brand perception. And in the ultra-competitive markets of the United States, he’s managed to keep his campaigns fresh and culturally attuned without resorting to the clichéd melting pot approach.

Each campaign Wesly crafts is a testament to his belief that understanding a culture’s nuances can spell the difference between a marketing triumph and a textbook case of what not to do. His global marketing escapades offer a masterclass in how to respect, integrate, and capitalize on cultural differences, turning potential barriers into launchpads for success.

Let’s get real: when Doron Wesly talks about the future of Web3 gaming, he’s not just spitballing pie-in-the-sky fantasies. He’s practically drafting a blueprint for the next digital gold rush, with Funtico poised to stake its claim. Under Wesly’s leadership, Funtico is diving headlong into the chaotic, promise-filled world of blockchain like a tech-savvy cowboy at a rodeo. The plan? To not only participate in the Web3 uproar but to turn it into a spectator sport where everyone gets a piece of the action.

Wesly’s vision for Web3 is anything but modest. He’s betting big on blockchain’s ability to revolutionize gaming, predicting it will morph from a niche hobby for crypto-geeks into a mainstream pastime as ubiquitous as binge-watching Netflix. Imagine a world where gamers don’t just play games but own part of the game itself—creating, trading, and capitalizing on assets in ways that blur the lines between playing and investing. Wesly sees this not just as a possibility but as the inevitable next step in the evolution of digital entertainment.

But it’s not all smooth sailing. Wesly is acutely aware of the hype and hyperbole that often surrounds new tech like Web3. He’s navigating these waters with a mix of cautious optimism and bold innovation, ready to pivot or double down as the market evolves. This approach isn’t just smart; it’s necessary in a landscape where buzzwords often drown out substance.

Let’s wrap this up with a bow—or maybe a mic drop. Doron Wesly isn’t just playing in the global ad sandbox; he’s the kid building castles with a bulldozer. From the digital streets of Tel Aviv to the boardrooms of New York, Wesly has danced through the ad tech world with the finesse of a Broadway star in sneakers—flashy, a bit irreverent, but always on point. His journey through the chaotic realms of Web3 and the multicultural mazes of global advertising hasn’t just been about keeping pace; it’s been about setting the pace, and sometimes, breaking the mold.

Wesly’s approach to the ever-evolving advertising game is a blend of bold innovation and street-smart strategy. He treats each campaign like a chess match, thinking several moves ahead and always ready to adapt his strategy to the shifting dynamics of the global market. Whether it’s turning potential cultural faux pas into wins or navigating the new frontiers of Web3 gaming, Wesly plays to win—not just for the immediate jackpot but for the long-term legacy.

As we look to the future, it’s clear that the tracks Wesly is laying down in the realms of ad tech and Web3 are paving the way for a new era of digital engagement. His moves are bold, sometimes brash, but undeniably brilliant. The ad world is often a game of follow the leader, and in this game, Wesly is the one at the front of the pack, torch in hand, lighting the way. Whether you’re a fan of his methods or a skeptic of his madness, one thing is undeniable: the ad tech landscape is a lot more interesting with Doron Wesly in it. So here’s to the wizard of Web3 and the sultan of strategy—may his next gambit be as game-changing as his last.

Watchdog or Lapdog? Zagorski Shuffles From DoubleVerify to Outbrain’s Den

Pesach Lattin

2024-05-01

In a headline-grabbing announcement that has tongues wagging across the ad tech industry, Mark Zagorski, CEO of DoubleVerify, has been appointed to the board of directors at Outbrain. Yes, that’s the same Outbrain that routinely benefits from the brand safety ratings issued by DoubleVerify. If it sounds like a conflict of interest, that’s because it most certainly is, at least to onlookers like Nandini Jammi and a chorus of industry insiders who have been quick to call out the potential ethical implications.

Yaron Galai, Outbrain’s Co-Founder and Chairman, heralded Zagorski’s board inclusion as a major coup, proclaiming him “one of the greatest leaders in the ad industry.” According to Galai, Zagorski’s unrivaled expertise in data, targeting, and privacy is set to bring invaluable insight as Outbrain deepens its integration with ad agencies. This glowing endorsement, however, seems to sidestep the glaring issues at hand.

Nandini Jammi, Co-Founder at Check My Ads Institute, responded with a mix of humor and disbelief at the news. Through a social media post laced with incredulity, she highlighted the irony of a brand safety CEO auditing a client while simultaneously holding a governance role. “We’re just doing full-on mafia now?” Jammi quipped, suggesting that the relationship between DoubleVerify and Outbrain now resembled less of a regulatory dynamic and more of a syndicate operation.

Adding fuel to the fire, Jammi referenced recent incidents that cast doubt on DoubleVerify’s impartiality. She noted an instance earlier in the month when DoubleVerify awarded a controversially high brand safety score to a platform allegedly riddled with extremist content. Shortly thereafter, ads from DoubleVerify’s client Hyundai were found on accounts promoting hate speech. These blunders present a stark contrast to the “exceeding 99.99%” safety score touted by DoubleVerify, calling into question the effectiveness and independence of their evaluation processes.

Also, recent investigations have cast serious doubts over the integrity of the brand safety ratings provided by DoubleVerify. NBC News uncovered a disturbing volume of pro-Nazi content flourishing on a platform known as X, directly contradicting DoubleVerify’s previously reported safety rates. Investigative reports by journalists like Ben Goggin revealed that over 150 premium accounts were actively disseminating pro-Nazi material, with numerous posts gaining viral traction and amassing millions of views — potentially translating into significant ad revenue. This exposé starkly contrasts with DoubleVerify’s assurance of a 99.99% Brand Safety Rate for X, a discrepancy that not only questions the efficacy of DoubleVerify’s auditing processes but also its commitment to ethical advertising standards.

Social media reactions have further amplified concerns about these discrepancies. Rachel Gilmore, reflecting a common sentiment among observers, questioned the high safety rating on Twitter, highlighting the gap between DoubleVerify’s public claims and the reality of content moderation on X. The stark difference between publicly shared data and investigative findings points to either a grave oversight or a possible compromise in the methods used by DoubleVerify to calculate and report safety metrics. Such revelations are particularly problematic for Zagorski’s new position at Outbrain, as they undermine trust in his ability to ensure unbiased oversight in an industry where brand safety and integrity are paramount. This ongoing issue necessitates a rigorous reassessment of how brand safety metrics are evaluated and reported in the rapidly evolving digital landscape.

Stephen Sumner, a retail growth expert, likened the scenario to having a fox guard the henhouse. “If you want to control the drug dealing at a nightclub, make sure your guy is the doorman,” he commented, pointing to the strategic positioning that might be at play with Zagorski’s board membership. Similarly, Glen W. Roberts II, an international advisor, mocked the nonchalance with which both parties seemed to approach the conflict of interest. He sarcastically noted that Zagorski would bring “new levels of authority on brand integrity,” hinting at the likely spin we’ll hear from PR teams.

Amidst the controversy, another significant misstep by DoubleVerify has come to light, further complicating the narrative around Mark Zagorski’s appointment to Outbrain’s board. For nearly five months, DoubleVerify claims that they mistakenly presented incorrect brand safety ratings for a digital platform identified only as X. Specifically, from October 24, 2023, to March 14, 2024, the DoubleVerify dashboard displayed brand safety scores significantly lower than the actual rates. Where X’s actual Brand Safety Rate stood at a near-perfect 99.99%, DoubleVerify’s metrics at times showed figures as low as 70%. This substantial discrepancy not only misinformed advertisers about the safety of their ad placements but also potentially impacted financial and strategic decisions based on flawed data. While this claim goes one way, we have to wonder how many times it went the other?

As Zagorski settles into his new role, the industry watches closely. The intertwining of a regulatory figure with a client company raises significant concerns about the ability to maintain impartiality in brand safety assessments. With ad tech’s integrity on the line, the question remains: Can DoubleVerify effectively police its own while its CEO has a vested interest in one of its major clients?

This unfolding drama not only tests the ethical boundaries of business conduct in digital advertising but also sets a precarious precedent. If the watchdog and the watched are one and the same, who can advertisers trust to safeguard their interests in an increasingly complex digital ecosystem? The answers, though not yet clear, will certainly shape the future of advertising ethics and governance.

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