When Data Wars Get Dirty: The Scandalous Tale of Acxiom, Kinesso, and Adstra

2024-04-10

Ah, the scent of corporate intrigue is wafting down Madison Avenue, where a plot worthy of a prime-time thriller unfolds. Picture this: two behemoths from the Interpublic Group, Kinesso and Acxiom, find themselves embroiled in a legal brawl, accused of playing dirty with competitor Adstra’s toys. Yes, you read that right—Adstra is throwing down the legal gauntlet under the Defend Trade Secrets Act of 2016, claiming these two played a high-stakes game of “keep away” with its precious trade secrets.

Let’s dig into this mess like we’re dumpster diving for corporate secrets behind the swanky high-rises of Silicon Valley.

Here we have Adstra, playing the role of the wronged protagonist in this digital-age soap opera, casting serious shade on Kinesso. According to the script—err, legal filings—Adstra handed over the keys to their secret data kingdom under a data licensing agreement.

The deal was supposed to be a cozy, exclusive affair; Kinesso gets to peek into the treasure chest to develop identity resolution products tailored just for them. You know, the kind of bespoke service that whispers sweet nothings into a marketer’s ear.

But plot twist! It turns out Kinesso might have been playing the field—sharing Adstra’s secret sauce like it was a cheap party dip. Adstra alleges that these products, which were supposed to be a private viewing for Kinesso’s eyes only, turned into a peep show for Acxiom and possibly other third-party tagalongs.

The audacity! It’s like inviting someone for an exclusive tasting of a secret recipe and then finding out they’ve broadcasted it on a cooking show for the entire world to salivate over.

The implications of such a data dalliance are more tangled than last year’s Christmas lights. If true, Kinesso not only breached the sanctity of their exclusive agreement but potentially handed over the competitive edge to Acxiom—a move akin to giving your rival the cheat codes to your latest game. If true, that’s what we call in the ad business, a big “no-no.”

Adstra wasn’t just sharing their data; they were potentially arming their competitors with the weapons to beat them at their own game. Imagine the corporate espionage thriller that could be written about this saga!

Amidst this alleged betrayal, Adstra is not just licking its wounds but gearing up for a courtroom showdown worthy of a season finale cliffhanger. They’re casting themselves as the data underdog, going up against the might of Kinesso and Acxiom’s corporate empire. The stakes? Control over their own inventions and possibly redefining how data partnerships are viewed across the tech-savvy terrain of Silicon Valley. It’s less about simple damages and more about setting a precedent that even in the cut-throat world of tech, there are rules to the game of data.

Now, imagine a courtroom drama, minus the boring bits. Adstra claims that around the water cooler, Kinesso and Acxiom were the Bonnie and Clyde of data misappropriation. They supposedly conspired to alter the terms of engagement, letting Acxiom dip its fingers into the data pie without getting caught. It’s like sneaking a taste of your friend’s milkshake when they’re not looking—except these milkshakes cost millions and don’t come with whipped cream on top.

In the labyrinthine world of legal dramas, the documents filed in this case could serve as the script for a blockbuster. At the heart of the intrigue is an alleged maneuver by Acxiom, one worthy of a cinematic thriller: the promise of expedited payments. These weren’t just routine financial transactions; according to Adstra, they were bait, part of a cunning plan designed to distract and deceive. Acxiom’s executives, it seems, were portrayed as modern-day Machiavellis, using the allure of quick cash to blindside Adstra’s leadership, effectively sidestepping the usual checks and balances that might have safeguarded proprietary information.

This strategic ploy leveraged a classic distraction technique—promising faster financial resolution to obscure a more dubious objective. The filings suggest that while Adstra’s executives were dazzled by the prospect of swift payments, Acxiom might have been quietly altering the terms of their agreement. This alleged sleight of hand was aimed at allowing Acxiom unauthorized access to Adstra’s coveted data. The implications of such actions are profound, touching on ethical breaches and potential legal violations that could resonate far beyond the confines of this case. The very essence of the deal was reportedly twisted, turning a straightforward business transaction into a backdoor gambit for competitive advantage.

The documents frame these actions in terms that evoke scenes from a spy novel—clandestine and fraught with betrayal. “Just sign here, and don’t mind the small print,” Acxiom might as well have whispered, according to the narrative Adstra presents in its legal challenge. This isn’t just a breach of trust; it’s a dramatic exposition of how corporate giants sometimes play loose with the law to outmaneuver competitors. In this high-stakes game, Acxiom’s alleged tactics aren’t just about gaining an upper hand but could be seen as an attempt to redraw the competitive landscape entirely, using Adstra’s own resources against them. This subplot of the larger legal battle highlights not just the potential misuse of power but also the delicate balance of trust that underpins the competitive yet interdependent world of data-driven marketing.

Here’s where it gets personal—Adstra’s CEO Rick Erwin, a former Acxiom alumni, seems to have been caught in a Shakespearean tragedy, playing out against the backdrop of data schematics and market-share battles. With old ties and new grudges, this saga has more layers than a wedding cake left out in the rain.

Adstra isn’t the type to sit quietly in the corner while its precious data gets trotted out and shown off like the prized pig at a state fair. Oh no, they’re going full Liam Neeson in “Taken”: they have a particular set of skills, they’ve found the alleged culprits, and they’re not afraid to use the law to get their stuff back. They’re seeking injunctive relief, which in the legal realm is basically slapping down a big old “Stop right there, partner!” It’s their way of throwing a legal lasso around Kinesso and Acxiom, trying to corral them into submission before more of their secret sauce recipes get spilled in the competitive cook-off that is identity resolution.

But Adstra’s not stopping at just clamping down the rodeo; they’re also gunning for damages. We’re talking about the kind of financial reckoning that would have even the most hardened CFOs reaching for the tissue box. These aren’t just a few dollars and cents—Adstra wants their pound of flesh in full cinematic glory, aiming to make a scene that would leave even the toughest boardroom barons with their wallets weeping. The potential payouts might just require a new line item on the balance sheet titled “Oops, we did it again.”

Let’s just say, if the court sides with Adstra, it could spell a blockbuster finale to this corporate saga. Picture this: Kinesso and Acxiom, caught in the legal spotlight, might have to hand over not just the data but also potentially vast sums of hush money to keep their competitive misadventures from becoming the next big scandal. Adstra’s move could set the stage for a chilling effect across the industry, where the next time someone thinks about double-crossing their data partner, they’ll have to consider if it’s worth the ensuing legal drama. It’s less “let’s make a deal” and more “let’s make amends” or else face the wrath of the wronged.

As the gavel pounds and the lawyers shuffle their papers, one thing’s clear: in the race to dominate the omnichannel marketing space, it’s not just about who has the best data—it’s about who can keep it out of the wrong hands. In the world of high-stakes advertising, where data is king and secrecy the kingdom’s shield, this battle might just reshape the landscape—or at least make for some sensational headlines.

So, grab your popcorn and tune in. This courtroom drama is set to reveal more than just legal briefs—it’s a window into the cutthroat world of advertising where data is the currency, and trust is just another commodity to trade.

The Legend of Sean Black: Navigating the Digital Marketing Cosmos

Pesach Lattin

2024-04-10

Welcome to the world of Sean Black, an unconventional wizard of the digital realm whose career zigzags through the labyrinth of digital marketing with the flair of a seasoned sorcerer. At the helm of Dailymotion.com in the United States, Sean serves as the General Manager, where he steers the platform through the choppy waters of online content and audience engagement with a steady, innovative hand.

Sean’s journey in the digital marketing sphere is nothing short of legendary. With a hefty resume that includes over 25 years of digital marketing wizardry, combined with another 20 years in brand and marketing strategy, his experiences span several lifetimes of ordinary digital marketers. From ground-up constructions of digital teams to leading major campaigns for global giants, Sean’s career is a tapestry of major wins in the ever-evolving digital advertising space.

At Dailymotion, he continues this trajectory, pushing the envelope on what digital content platforms can achieve, making him a pivotal figure in shaping how we consume media today.

Dive into the Sean Black method, and you’ll find a blend of unorthodox strategies and visionary leadership that breaks the mold. Sean doesn’t just play the game; he rewrites the rules. His approach to digital marketing and brand strategy isn’t tethered to traditional blueprints; it thrives on a dynamic, creative thinking process that challenges the status quo.

Sean’s philosophy revolves around leading by example. In the digital marketing arena, where the only constant is change, he embodies the agility and foresight needed to stay ahead. He doesn’t sit back and direct from a lofty executive chair; instead, he’s in the trenches with his team, testing new ideas, optimizing campaigns, and demonstrating that risks often lead to rewards. This hands-on involvement not only drives results but also ignites a passion among his team members to push boundaries and innovate relentlessly.

Central to the Sean Black method is the importance of fostering a collaborative environment. Recognizing that great ideas can come from anywhere, he has cultivated a culture at Dailymotion where every voice is valued, and cross-functional teams are encouraged to converge their expertise. This collaborative ethos is not about consensus but about catalyzing creativity and harnessing diverse perspectives to forge breakthrough strategies.

Through his unique approach, Sean has not only propelled his companies forward but also helped shape the digital marketing landscape into a more dynamic and inclusive field. His method shows that in the digital age, leadership is not just about steering the ship but about rallying your crew to innovate and navigate through digital storms together.

Before he became the digital maestro at MediaCom NY, Sean was crafting the digital future at Grey Direct, a division of the globally recognized Grey Group. It was here, in the trenches of the late ’90s digital frontier, that Sean built Grey’s first Digital Marketing team from the ground up. Imagine the digital landscape back then—a wild, untamed frontier. Sean wasn’t just a participant; he was a pioneer, leading a team that would set the foundation for digital campaigns that merged creativity with analytics, long before “data-driven” became a buzzword.

Under his guidance, Grey Direct not only launched its digital arm but became a beacon of innovation. Sean’s tenure here was marked by strategic brilliance and a hands-on approach that saw him personally overseeing ad operations, from planning to execution. His team grew to ten digital planners under his leadership, pushing the boundaries of what digital advertising could achieve.

As the digital age advanced, Sean moved from Grey to Beyond Interactive, marking a significant pivot in his career. Here, he leveraged his extensive experience to further enhance digital strategies. At Beyond Interactive, Sean continued to break new ground, driving the company’s transformation into a powerhouse that blended creative marketing solutions with technological prowess. His role was instrumental in integrating cutting-edge digital strategies that aligned closely with evolving market trends and client needs.

Throughout his career, Sean’s knack for innovative partnerships has been evident. At Grey and Beyond, he not only managed top-tier brands but also cultivated partnerships that were ahead of their time. Collaborations with giants like Warner Bros., W Hotels, and other Fortune 500 companies under his watch weren’t just about executing campaigns; they were about creating digital phenomena that would dictate market trends.

Each project Sean touched turned into a showcase of his ability to merge creative vision with market insights, setting stages for digital revolutions that many could only follow. His work, especially the pioneering digital upfronts with Warner Bros., showcased an ability to anticipate and capitalize on digital trends, securing massive deals that were unheard of at the time.

If you thought digital marketing chats were all tech jargon and pie charts, then you haven’t been in a room with Pesach Lattin and Sean Black. This dynamic duo took to the airwaves for a frank, no-filter discussion that could make even the most stoic boardroom suit crack a smile.

The conversation kicked off with a nostalgic trip from the early days of banner ads—those digital billboards of the dial-up era—to the high-octane world of big data and AI-driven marketing. Sean laid it out straight: “We’ve gone from painting billboards in the sky to teaching machines how to read our minds—and yes, it’s as sci-fi as it sounds.”

Sean’s recount of digital evolution wasn’t just a history lesson; it was a masterclass in the art of adaptation. He described the digital marketing landscape as a wild beast that morphed right before his eyes, a beast he learned to tame but never underestimate. From seeing the first pixel burst to life to navigating through the data deluge, Sean illustrated how each phase brought new challenges and bigger playpens for creative minds.

As the chat steered towards current market dynamics, Sean wasn’t shy about dropping some hard truths. “Look, the digital market is like the Wild West, but instead of cowboys and shootouts, we’ve got algorithms and data breaches,” he quipped. The discussion dove into how consumer behavior isn’t just shifting; it’s doing backflips and demanding marketers keep up. Sean pointed out that today’s consumers are savvy, demanding, and have the attention span of a goldfish on a caffeine buzz—they want personalized experiences that are not just tailored, but predictive.

Peering into the future, Sean got real about what’s next for digital advertising. He sees a landscape where AI isn’t just a tool, but a team member, and big data is old news, replaced by “intelligent data” that not only knows where you’ve been but where you’re likely to go. “The future isn’t about catching up; it’s about setting the pace. Think less about following trends and more about forging them,” Sean advised.

In a classic Sean move, he left us with a gem: “If you’re not a bit scared about the future of digital marketing, then you’re not paying attention.” This chat wasn’t just a peek behind the curtain of digital marketing’s past and present, it was a clarion call for the future—brace for impact, because the digital world doesn’t slow down for anyone, not even Sean Black.

In an industry where the boss typically commands from high above the digital fray, Sean stands right in the scrum. He’s not just about setting targets; he’s about mentoring minds and cultivating a landscape where creative juices flow faster than a caffeine drip on Monday morning. His approach? Empowerment through engagement. Sean invests in his team, ensuring they not only have the tools and tricks of the trade but also the confidence to innovate and challenge the status quo.

What sets him apart is his commitment to transformational leadership—think of it as leading by doing. Want to learn how to pivot strategy mid-campaign? Sean’s already in the boardroom sketching it out on the whiteboard. Wondering how to integrate AI without losing the human touch? He’s running workshops on it next Thursday. This hands-on approach has not only propelled his companies to new heights but has also made him a beloved figure among his ranks.

Looking beyond the daily grind, Sean’s eye is on the bigger picture—his legacy in the digital marketing sphere. It’s not just about the campaigns he’s led or the revenues he’s driven (though they are impressive); it’s about the mark he leaves on the industry and the people he mentors. Sean envisions a legacy that goes beyond profits—a legacy of innovation, integrity, and inspiration.

His dream? To leave behind a blueprint for future digital marketers that is less about following footsteps and more about carving new paths.

In the grand scheme of things, Sean aims to transform not just his company but the industry at large. He champions the idea of ethical marketing, advocates for transparency, and pushes for technology that enhances human connection rather than replacing it. His leadership is a masterclass in balancing ambition with humanity, a legacy that will inspire generations of marketers to come.

As the digital world spins at breakneck speed, Sean’s legacy is not just about keeping up; it’s about setting the pace. For him, it’s not enough to leave a mark; he’s here to draw the whole map.

If there’s a curve in the digital marketing industry, Sean Black is the guy five miles ahead of it, building a new road. His foresight isn’t just a skill, it’s almost a superpower—seeing changes not as hurdles but as ramps to launch from. In Sean’s playbook, embracing change isn’t just part of the game; it’s the whole sport.

When it comes to leading innovations, Sean doesn’t just dip his toes in the water; he’s the first to dive into the deep end, smartphone and all. His approach to innovation is as much about bracing for impact as it is about steering the ship through meteor showers of market shifts and technological upheavals. Under his watch, teams don’t just adapt to changes—they anticipate and exploit them to gain a competitive edge.

Sean keeps his teams sprinting ahead of the curve by fostering a culture of “what if?” This isn’t just thinking outside the box; this is questioning if the box even exists. He champions a forward-thinking strategy that involves constant learning, aggressive adaptation, and the occasional friendly fight over the last slice of pizza during late-night brainstorming sessions. This relentless push for innovation ensures that his companies not only ride the waves of change but also make a few waves of their own.

Now let’s enter the Dailymotion era of Sean Black, where conventional content strategies are about as welcome as a dial-up tone in a TikTok video. Under Sean’s leadership, Dailymotion hasn’t just adapted to the new digital landscape; it’s been remapped entirely.

Sean’s tenure at Dailymotion can be likened to a master class in digital strategy. He took the helm with a vision to transform the platform from a catch-all video dumpster to a curated gallery of premium content. This wasn’t just shifting gears; it was swapping out the engine entirely. Under his guidance, Dailymotion made significant strategic shifts, notably pivoting from user-generated content that could be anything from a cat playing piano to a curated experience where quality trumps quantity.

The decision to pivot away from user-generated content to more curated experiences was a bold move—the kind that traditionalists might scoff at over their half-moon glasses. But for Sean, it was a no-brainer. This strategic pivot was about elevating the platform’s brand, improving user experience, and placing a bet on the power of premium content to draw advertisers and viewers who prefer quality over viral cat antics. Under his watch, Dailymotion has not just survived the digital content melee—it’s set to thrive in it.

If you’re looking for safe bets and conservative guesses, you’re in the wrong section. Sean Black’s predictions for the future of advertising read like a sci-fi script penned at a Silicon Valley hackathon. With a focus on digital mediums, particularly AI and video, Sean envisions a world where advertising isn’t just a part of life—it’s smart enough to anticipate what you want before you do.

Forget the digital trends of yesteryear; Sean is all about the next digital renaissance. His crystal ball sees AI not just as a tool but as the future co-pilot for digital marketers. Imagine AI that doesn’t just analyze data but has a seat at the creative table, helping to whip up personalized campaigns that are more engaging than a binge-worthy TV series. And when it comes to video, Sean predicts it will go beyond cat videos to become the backbone of digital advertising—think ultra-targeted, interactive video ads that viewers might actually enjoy watching.

Sean is a big believer in the harmonious marriage of technology and human insight. In his future, advanced technologies like augmented reality and personalized video content enhance consumer engagement by creating experiences that are not only immersive but also incredibly intuitive. This isn’t just about bombarding consumers with ads; it’s about crafting moments of connection that resonate on a personal level.

To sum up Sean Black’s saga in the digital marketing landscape is to chart the path of a trailblazer. From his early days turning the gears at Grey Direct to his strategic pivots at Dailymotion, Sean has been more than a participant in the digital marketing evolution—he’s been a front-runner, pushing the boundaries and setting the pace.

Sean’s impact is measured not in campaigns launched or revenues earned, but in the shifts he’s inspired in the industry’s approach to digital marketing. His philosophy? Innovate relentlessly, collaborate widely, and stay passionate. It’s not just about keeping up with technology but using it to bring genuine, creative connections to the consumer’s doorstep.

At the heart of Sean’s methodology is a belief in the power of teamwork. In his view, a well-oiled team isn’t just about smooth operations; it’s about building a think tank where every idea is valued and every team member is empowered to lead from their seat.

As the digital landscape continues to morph at breakneck speed, Sean’s legacy will be that of a visionary who didn’t just adapt but inspired all of us to think bigger and bolder.

In a world that’s constantly changing, Sean Black’s playbook remains a beacon for those who dare to innovate and dream in pixels and AI.

It’s not just a footprint he’s leaving in digital marketing; it’s a roadmap for the future.

Forbes’ Secret Fraud Garden of Ads: Where Clicks Go to Die

Pesach Lattin

2024-04-08

Oh, the digital age – a time when innovation races ahead at breakneck speed, sometimes leaving ethics struggling to keep up in the dust. This tale is as old as time, or at least as old as the internet, but it’s been given a fresh, rather dubious twist by none other than Forbes, a name synonymous with business acumen and success.

Yes, you read that right. Forbes, the storied publisher that has chronicled the rise and fall of empires and entrepreneurs alike, finds itself at the center of a controversy that reads like a modern digital fable – one that serves as a cautionary tale about the complexities and pitfalls of digital advertising.

Let’s start with the basics. Forbes allegedly created a subdomain, www3.forbes.com, which, on the surface, might seem innocuous enough. A subdomain, after all, is not an unusual thing in the vast expanses of the internet. But according to a bombshell report from Adalytics, this was no ordinary subdomain. It was, for all intents and purposes, a digital Potemkin village, a facade designed to attract advertisers with the promise of premium placement on Forbes’ reputable main site, only to shuttle them off to a digital backwater where the rules of engagement were vastly different.

Adalytics’ findings paint a picture of a hidden digital enclave teeming with ads – a stark contrast to the polished, professional image of Forbes.com. We’re talking about a staggering 200-plus ad impressions in a single page view session. It’s as if Forbes invited advertisers to a black-tie gala and then directed them to the after-party in a back alley, unbeknownst to them.

The implications of this are manifold and troubling. For starters, it raises serious questions about trust – the cornerstone of any advertising relationship. Advertisers, lured by the prestige of the Forbes brand, were unknowingly buying into a space that was, by all accounts, a far cry from the premium environment they were promised. This isn’t just a breach of trust; it’s a frontal assault on the very principles of transparent and ethical advertising.

The intricacies of Forbes’ www3 subdomain saga highlight a sophisticated manipulation of the digital ecosystem, one that warrants a closer, more technical examination. At the heart of this digital chicanery was the use of a robots.txt file or meta tags that specifically instructed search engines like Google and Bing to ignore the www3 subdomain, effectively rendering it invisible to the broader internet. This technique, often used for legitimate purposes such as preventing the indexing of duplicate content or private pages, was here purportedly repurposed to create a shadow realm. Within this realm, Forbes could operate a parallel advertising universe, one where the usual rules and expectations of digital engagement did not apply. This deliberate digital obfuscation meant that the subdomain evaded the typical scrutiny that search engines apply, ensuring that the only traffic it received was directed through highly specific channels, primarily paid advertising links.

This strategy of concealing the subdomain from search engines and the general public serves a dual purpose. First, it creates an exclusive pathway for traffic, one that relies heavily on paid advertising to funnel unsuspecting visitors directly into a high-density ad environment. This approach not only skews the profile of the audience reaching the subdomain but also raises questions about the intent and awareness of those visitors. Were they seeking Forbes’ renowned content, only to find themselves in an ad-laden outpost? The reliance on paid traffic, often through platforms known for their aggressive advertising tactics like Taboola and Outbrain, further muddies the waters, suggesting a deliberate attempt to capitalize on the Forbes brand while bypassing the quality control and user experience standards that the main site might uphold. Secondly, this method effectively sidesteps the checks and balances of internet visibility and accountability. By keeping the subdomain’s existence under wraps, Forbes could theoretically prevent digital watchdogs, savvy consumers, and perhaps even advertisers themselves from fully understanding the nature and context of the ad placements they were buying into.

Diving deeper into the technical underpinnings, the mechanism of redirecting users who stumble upon the www3 subdomain directly to the main Forbes site is particularly cunning. It serves as a digital sleight of hand, ensuring that anyone not arriving via the specific paid ad links would never encounter the ad-heavy version of the subdomain. This redirection could be achieved through server-side scripting or HTTP status codes that instruct the visitor’s browser to go to the main site instead. The sophistication of this setup suggests a high level of technical forethought and execution, aimed at maximizing ad revenue while minimizing visibility to unwanted scrutiny. Such practices underscore the complexities and potential pitfalls of the digital advertising landscape, where transparency and user trust can easily become casualties in the pursuit of monetization. This scenario not only challenges the ethical boundaries of digital engagement but also prompts a broader discussion on the mechanisms and regulations that should be in place to protect the integrity of digital content and advertising.

Forbes’ response to the allegations has been to downplay the significance of the www3 subdomain, describing it as an “alternative means to consume existing Forbes.com content” and claiming it represented a mere 1% of their overall user base. Furthermore, in the wake of the controversy, Forbes announced the closure of the subdomain, a move that, while perhaps intended to quell the uproar, only adds another layer of intrigue to the story.

But what does this all mean for the digital advertising landscape? At its core, this saga is a wakeup call, a reminder that the digital realm is still the wild west in many ways, where the rules are malleable and the boundaries between right and wrong can sometimes blur. For advertisers, the Forbes controversy is a stark reminder of the need for due diligence, for peering behind the curtain to understand not just where their ads are placed, but the context in which they are seen.

The involvement of advertising platforms like Taboola and Outbrain in the Forbes www3 subdomain affair raises significant questions about the ethics and practices of the digital advertising industry at large. These platforms, known for their content recommendation services, have been instrumental in driving traffic to various websites, including those that might not otherwise capture such attention. However, their role in this scenario is not just as passive conduits for traffic; reports suggest a more active engagement, potentially including the coaching of publishers on how to maximize revenue through strategies that could skirt ethical boundaries. If these platforms indeed provided guidance on exploiting the grey areas of digital advertising, it implicates them in a broader industry issue: the normalization of tactics that prioritize profit over user experience and transparency.

This alleged “training” of publishers by Taboola and Outbrain to game the system represents a troubling aspect of the digital ecosystem. By encouraging, or even tacitly approving, methods that inflate engagement and ad revenue through misleading means, these platforms contribute to a digital environment where deceptive practices can flourish. This not only undermines the credibility of the content recommendation industry but also erodes trust in online advertising as a whole. The potential encouragement of such tactics suggests a complicit relationship between content distributors and publishers, where the line between driving genuine engagement and manipulating user behavior becomes increasingly blurred. This partnership, predicated on mutual revenue gain, might incentivize the creation of content and advertising ecosystems that are inherently hostile to the user, prioritizing clicks and impressions over the authenticity and value of the content itself.

Furthermore, the situation calls into question the regulatory and oversight mechanisms currently in place to govern the actions of content recommendation platforms and their partnerships with publishers. If platforms like Taboola and Outbrain are indeed engaging in practices that help publishers like Forbes create and profit from misleading subdomains, it signals a significant gap in the digital advertising industry’s self-regulation and the external regulatory frameworks that are supposed to protect both consumers and advertisers. This gap allows for the perpetuation of schemes that can deceive advertisers about the nature of the ad spaces they are purchasing and mislead consumers about the content they are consuming. The Forbes www3 controversy, with the alleged involvement of Taboola and Outbrain, exemplifies the need for more stringent oversight and ethical standards within the industry to prevent such deceptive practices from becoming commonplace and accepted tactics for revenue generation.

It also shines a light on the importance of first and zero-party data, the gold standard in a world increasingly skeptical of third-party cookies and dubious ad placements. Advertisers are reminded that true engagement comes not from sheer volume of impressions but from meaningful interactions with content that resonates with their audience. In this regard, the Forbes debacle could very well serve as a catalyst for a renewed focus on quality over quantity, on building relationships with audiences in environments that are transparent, respectful, and engaging.

Moreover, this incident throws into sharp relief the ongoing struggle within the digital ecosystem to balance the drive for revenue with the imperative of maintaining user trust and integrity. Forbes, in its pursuit of ad dollars, allegedly crossed a line that should have been sacrosanct, compromising not just its own reputation but potentially undermining faith in digital advertising as a whole.

As the dust settles on this episode, the conversation is bound to shift towards how the industry can prevent such incidents in the future. This will likely involve a combination of stricter oversight, enhanced transparency measures, and a collective recommitment to the principles of ethical advertising. It will require publishers, advertisers, and technology providers to work hand in hand to ensure that the digital spaces we inhabit and the advertisements that fund them are both worthy of our time and trust.

In the end, the Forbes fiasco is more than just a cautionary tale; it’s a call to action. It’s a reminder that in the digital age, integrity is not just a virtue but a necessity, and that maintaining the trust of both advertisers and audiences is paramount. As we navigate the complex, ever-evolving landscape of digital advertising, let’s take this incident not just as a lesson learned but as a roadmap for building a more transparent, trustworthy future.

Survey Says… Who Cares? The EDO Manifesto for the Data-Driven Age

Pesach Lattin

2024-04-03

Let’s get real for a moment. Kevin Krim is not your garden-variety executive. This is a man who took one long, hard look at the glacial pace of TV analytics and decided, nope, not on my watch.

With EDO Inc., Krim essentially decided to do for television metrics what Silicon Valley did for, well, everything else: disrupt the heck out of it. The ice age of TV measurement? Consider it officially melted under the searing heat of innovation.

So, who is Kevin Krim when he’s at home? Picture a man who cut his teeth on the digital transformation of none other than Bloomberg and CNBC. While others were content to watch traditional TV metrics lumber along like dinosaurs after a heavy meal, Krim was busy plotting revolution. His mantra? “Nah, we can do better.” And better he aimed to do, not with a whisper but with a roar.

Then there’s the moment Roku decided to stroll into Bloomberg like it owned the place, armed with streaming dreams and a little black puck that promised to change everything. That was more than a lightbulb moment; it was a full-on fireworks display for Krim. Streaming wasn’t just the future; it was the here and now, begging for the kind of analytics that could keep pace.

And as if the plot needed more intrigue, enter stage left: Edward Norton. Yes, that Edward Norton. Not content with being merely one of his generation’s finest actors, Norton had his own bone to pick with the status quo. Tired of watching movie marketing dollars evaporate like morning mist (and let’s be honest, who isn’t?), Norton was ripe for a change. The kind of seismic shift that only comes from shaking the very foundations of how things are done. Spoiler alert: This revolution would be powered by data, not dollars wasted on TV ads that missed the mark.

Together, Krim and Norton didn’t just set out to rewrite the rulebook; they threw the old one out and started afresh. This wasn’t just about changing the game. It was about creating an entirely new one where data reigned supreme, and traditional TV measurement tactics looked as outdated as a Blockbuster rental store.

Welcome to the genesis of EDO, where the unlikely became the blueprint for the future.
In the sprawling saga of Kevin Krim’s professional life, EDO is less a mere plot twist and more a cataclysmic event in the narrative of TV metrics—a veritable asteroid hurling towards the unsuspecting dinosaurs of traditional measurement methodologies. With a mission as audacious as it is precise, Krim and his band of data-driven revolutionaries are not just content to watch the old guard squirm; they’re aiming to replace it with something that doesn’t merely limp into the digital age but sprints. Krim, with the nonchalance of a tech prophet, shrugs off the past, remarking, “It’s, you know, I don’t know if they’re dinosaurs, but I will say what our meteor strike is.” This isn’t about the extinction of outdated systems; it’s about the dawn of an era where data science reigns supreme, and “survey says” becomes an archaic utterance found only in the dusty pages of marketing textbooks.

Enter the Peanut Butter Pickle conundrum, an analogy so wild it practically demands its own reality show. It’s the kind of odd culinary pairing that might stop you dead in your tracks, eyebrows raised, wondering if the chef has lost their marbles. But here’s Krim, chef de cuisine at EDO, serving up this bizarre dish with the confidence of a Michelin-starred maestro. “It was like suggesting that somebody should try a peanut butter and a peanut butter and tuna fish sandwich,” Krim admits, capturing the initial industry bafflement at EDO’s approach. The idea of mixing performance and brand marketing—two flavors as seemingly discordant as peanut butter and pickles—into a harmonious blend? Preposterous! And yet, with a dollop of creativity and a generous sprinkling of data analytics, EDO managed to create a gourmet dish that had the industry begging for seconds, proving once and for all that yes, you can have your peanut butter pickle sandwich and eat it too.

So, here’s the skinny on what EDO Inc. is cooking up in the ad-tech kitchen. This is high-octane, data-driven gourmet stuff. EDO is slicing and dicing the way we’ve always done TV ad measurement, turning it into something you can actually use—like, really use—to figure out if your ads are doing the cha-cha or just chilling in the background. Their secret sauce? It’s all about engagement metrics that tell advertisers not just who might have seen their ad, but who engaged with it. How? By tracking increases in online search activity immediately following an ad airing. That’s right, they’re connecting the dots between seeing an ad and taking action, which, let’s face it, is the whole point.

Now, you might be wondering, how does this magical mystery machine actually work? Imagine every time an ad hits the airwaves, EDO’s tech starts humming, tracking how many folks jump onto Google or wherever to look up more about what they just saw. It’s like having a crystal ball that says, “Yes, Kevin from Kentucky saw your ad for those snazzy sneakers, and you bet he Googled them right after.” This isn’t just counting eyeballs here; it’s measuring interest, intent, the whole enchilada. And they’re doing it with a level of precision that would make a Swiss watch blush. By leveraging big data analytics, EDO transforms passive viewing into active engagement insights, essentially offering a peek into the consumer’s brain post-ad exposure.

But here’s the kicker: EDO isn’t just stopping at, “Hey, look, your ad made people Google stuff.” They’re tying these insights back to real-world outcomes, like sales and brand lift, giving advertisers the intel they need to make smarter, not harder, decisions. This means no more throwing spaghetti at the wall to see what sticks. With EDO, you know exactly which piece of spaghetti led to a sale, and which one just flopped on the floor. In a world where every marketing dollar has to justify its existence, EDO’s approach is like having a GPS system when everyone else is still using paper maps. It’s not just game-changing; it’s the new game.

In a twist worthy of a Hollywood screenplay, Krim finds an unexpected co-star in Nielsen, a company as traditionally synonymous with TV ratings as dinosaurs are with the pre-asteroid era. But here’s the kicker: together, they’re dynamite. Krim says it’s a “really good partnerships,” underscoring the synergy between EDO’s outcome measurement and Nielsen’s audience measurement prowess. This isn’t just a team-up; it’s a melding of minds and data, aimed at bridging the gaping chasm between what audiences watch and the outcomes advertisers crave.

This duo is on a mission, armed to the teeth with data and a mutual disdain for the status quo. Krim envisions a world where the dichotomies of marketing are collapsed into a unified field theory of brand impact, all powered by the predictive prowess of EDO’s data science. The message is clear: the old guards of survey-based metrics are out, and in their place stands a new order, ready to redefine the landscape.

In the brave new world of streaming, EDO has cracked the code, and guess what? “Lower ad loads generate more engagement with the ads,” as Krim puts it. This might come as a shocker to traditionalists who love bombarding viewers with ads like it’s free candy day. But Krim is not about that life. It’s not just slashing and burning the number of ads for the heck of it; it’s a strategic move to redefine what engagement really means in the age of streaming. With giants like Netflix and Amazon stepping into the ring, it’s clear that the future of ad-supported streaming is not just coming; it’s already here. These platforms offer a rich proving ground for EDO’s insights, turning what was once speculative into hard, actionable data. The relationship with streaming platforms, especially Netflix, has been a pioneering journey for EDO, innovating “a whole new approach to how we measure the impact of these ads” due to the stringent privacy stance Netflix upholds. This wasn’t just adapting; this was reinventing the wheel in a market that demands precision and respects privacy.

What happens when the digital world’s lifeblood, the internet, goes poof? “We’d have a lot of other problems,” Krim muses, hinting at a chaos much grander than an advertising hiccup. Yet, even as he jests about smoke signals and telepathy as potential fallbacks, the real focus shifts to human-computer interaction. It’s this frontier where Krim sees the future, possibly powered by Elon Musk’s Neuralink, where the challenge lies not in connectivity but in ensuring privacy and security in a world increasingly skeptical of digital intrusion. “But, you know, I mean, some of our comfort would, I think, be if it wasn’t purely connected to the internet, right? If it wasn’t hackable.” The quest for a post-apocalyptic advertising strategy isn’t about finding the next platform; it’s about reimagining how we connect, engage, and ultimately, how we influence in a world untethered from the internet as we know it.

So, there you have it, folks—the equivalent of dropping a truth bomb on the sleepy village of TV measurement, courtesy of Kevin Krim and his merry band of data disruptors at EDO. This isn’t just a story about shaking up an industry; it’s a real call to the old guard that the future is here, and it’s armed with better data, sharper insights, and a peanut butter pickle sandwich.

If your idea of a good time involves clinging to the remnants of a bygone era where surveys ruled supreme, then, by all means, carry on. But if you’re even remotely curious about how advertising is evolving in the age of streaming and digital savviness, then this interview isn’t just recommended viewing—it’s required.

Let’s be real: Missing out on the full Kevin Krim experience would be like refusing a front-row seat to the revolution. And who in their right mind would do that? Grab your popcorn (or, dare we say, your peanut butter pickle sandwiches) and dive into the full interview. Witness firsthand how Krim and EDO are writing the playbook for the next generation of ad measurement. It’s not just an interview; it’s a masterclass in disruption, a roadmap to the future of advertising, and quite possibly the best thing you’ll watch all week. Trust us; your metrics will thank you.

CTV’s Ad Inventory Shrinkage: Less Is More, or So They Say

Pesach Lattin

2024-04-02

Here’s the scoop: the digital sky is allegedly falling, or at least that’s the drama unfolding according to some Chicken Little-esque narratives on AdExchanger. The gist? Streaming viewers would rather walk over hot coals than sit through another ad. Netflix and its band of merry streamers initially promised us a haven from ad overload, a digital Eden where content flowed like wine without the sour aftertaste of commercials. Yet, here we are, facing the “unthinkable” — ads in our sacred streaming sanctuaries. Shock, horror, and a 78% of U.S. streaming aficionados clutching their pearls at the thought of ads sullying their paid services.

But let’s cut through the hysteria and take a magnifying glass to the real picture, shall we?

Despite the melodrama, TV and CTV ad spending is far from taking a nosedive into the abyss. In fact, break out the champagne because spending is on track to balloon to nearly $100 billion by 2027. Yes, you read that right. Despite a 24% predicted shrinkage in available ad inventory, thanks to everyone’s love affair with digital over linear TV, the ad world isn’t just surviving; it’s set to thrive. Thank Brian Wieser at Madison and Wall for that little nugget of analysis.

So, What’s the Real Deal for Marketers and Media Moguls?

Linear TV might be taking its final bow, but CTV is stepping up, jazz hands and all, ready to take the spotlight. With big guns like Netflix, Disney+, and Amazon throwing their hats into the ad ring, we’re looking at a spending spree that would make a billionaire blush. And as we edge closer to the roaring ’30s, CTV is poised to not just nibble at the heels of linear TV in ad spending but potentially leapfrog over it.

But hold your horses before you throw all your ad dollars into the open auction bonfire. Yes, it’s tempting with its promises of easy access and cheap thrills. Yet, as the wise souls have observed, the open auction is akin to the Wild West, rife with fraudsters and less-than-savory ad placements. Picture your meticulously crafted ad playing amidst the digital equivalent of a dumpster fire. Not exactly the premium engagement you were aiming for.

Enter the era of direct relationships and private marketplaces, the concierge service of the CTV ad world. Here, fraud is shown the door, and targeting is not just a shot in the dark but a guided missile. It’s about quality over quantity, folks. High-end ZIP codes, sports enthusiasts, and viewers who actually enjoy cooking shows rather than just binge-watching “Breaking Bad” for the umpteenth time — this is your audience.

And The Moral of The Story Is…

First off, if your strategy involves sobbing into your organic, artisanal handkerchief over the so-called “dwindling ad inventory,” you’re missing the plot. This isn’t a tragedy; it’s a comedy of errors for those who can’t see the forest for the trees.

Streaming services dared to sprinkle ads into their sacred groves, and instead of the apocalypse, we’ve got a golden opportunity. It’s akin to finding a designer label in a thrift shop; with a keen eye, the rewards are boundless.

Embrace the chaos, dear marketers, for within it lies your ticket to the advertising hall of fame—or at least a decent ROI.

Next, let’s talk about the high art of targeting. Throwing your ads into the open auction ring and hoping for the best is like playing darts blindfolded and expecting a bullseye. Sure, you might hit something, but let’s hope it’s not the bartender. The real pros are in the back room, playing chess, not checkers. They’re engaging directly with platforms, crafting deals in private marketplaces that are so exclusive, you need a secret handshake to get in. This isn’t about reaching everyone; it’s about reaching the right ones. Picture targeting so precise, you could deliver ads to left-handed baseball fans in zip codes with an average income of $100K+ who also happen to enjoy French cinema. Excessive? Maybe. Effective? Absolutely.

Finally, let’s slice through the heart of the matter with the precision of a well-aimed quip. The evolving CTV landscape isn’t just an advertising frontier; it’s a wild, rollicking party where the rules are made up, and the points do matter. Quality inventory is king, fraudsters are the jokers, and direct relationships are your royal flush. This game requires finesse, a dash of audacity, and the willingness to laugh in the face of adversity—or at least smirk discreetly. As we navigate this brave new world of CTV advertising, remember: if you can’t find the humor in the situation, you’re probably doing it wrong. After all, in the end, better results, higher ROIs, and more inventory await those who can marry strategy with a touch of irreverence. And that, dear friends, is no laughing matter. Or is it?

Swipe Right for Democracy: The High-Wire Act of Digital Political Campaigning

Pesach Lattin

2024-03-28

Guess what digital warriors and keyboard pundits? We’re not in Kansas—or any analog equivalent—any longer. The political arena of 2024 has evolved, or mutated (depending on your level of digital cynicism), into a sprawling, chaotic web of social media skirmishes and digital dogfights. In this electrifying landscape, traditional campaign trails have been swapped for the digital superhighways of Twitter threads and TikTok challenges. Voter engagement? It’s measured in retweets, shares, and for the exceptionally daring, viral dance-offs.

If you thought navigating the political landscape was complex before, welcome to the labyrinthine digital domain of 2024, where algorithms are the gatekeepers, and attention spans are shorter than a politician’s promise. This isn’t your grandma’s political campaign—unless your grandma is vibing on TikTok, in which case, mad props to her.

Enter Joe Biden, the unexpected digital disruptor, infiltrating TikTok with the stealth of a seasoned influencer. His campaign’s foray into the Gen Z stronghold is as audacious as it is eyebrow-raising. “Joe Biden’s team is breaking into TikTok vault by passing the No Politicians Club. It’s like sneaking into a speakeasy under prohibition,” Lattin elucidates, painting a vivid picture of the strategy’s boldness and the potential pitfalls of missteps on such a volatile platform.

Biden’s digital dance isn’t just about showing up; it’s about choreographing a campaign that resonates with an audience that can smell insincerity a mile away. Mark Jablonowski, the tech oracle from Optimal, brings it home: “TikTok is an unbelievably important platform…being able to have your message in front of the people that ultimately you need to vote for you is very important.” The challenge? Crafting a message that cuts through the noise without coming off as trying too hard—a fine line to walk in the digital age.

Widing into TikTok’s waters, Biden’s team is gambling on their ability to connect, engage, and perhaps most critically, adapt to the mercurial tastes of an electorate that lives and dies by the scroll. As Larry Harris insightfully adds, “it’s just a shortcut past the media… It’s a chance for him to be his authentic self.” But authenticity in the age of digital saturation is as elusive as it is vital. Can Biden’s campaign tap into the zeitgeist without becoming just another meme? Only time, and perhaps the algorithm gods, will tell.

In the digital gladiator arena where content is both shield and spear, Biden’s team is donning the jester’s hat, juggling humor and creativity with the skill of a seasoned performer. “I think the power is in not just being there, but the messaging,” Jaime Vasil of Basis Technologies muses, pinpointing the crux of the digital conundrum: it’s not just where you shout, but how your shout captivates. In an age where a tweet can ignite a social movement, and a TikTok can sway political opinions, mastering the art of digital discourse is paramount.

But how do you resonate with a demographic notorious for their digital ADD? “Activating that group and getting them to the polls on election day will be crucial right to his campaign,” Jaime continues, highlighting the Herculean task of converting digital applause into actual, tangible votes. It’s a digital alchemy of sorts—transmuting online engagement into offline action, with creativity and humor as the catalysts.

Biden’s digital squadron, armed with GIFs, memes, and snark, is navigating the minefield of modern political engagement, where every post is a potential viral sensation or a public relations catastrophe. “And I think there’s also…a lot of disconnect between Biden and his big youth voters right now,” Gavin Dunaway adds, underlining the precarious balance of striking the right chord without pandering or appearing out of touch. It’s a delicate dance on the tightrope of relevance, choreographed in the hopes of captivating not just minds, but hearts.

Yet, for all the strategizing and meme-making, the digital domain is a wild west of regulations and restrictions, a labyrinth where one wrong step can mean a swift ban or a shadowy presence in the algorithmic dungeons. Navigating this landscape requires a blend of cunning and creativity, with a healthy dose of legal savvy on the side. “What’s the game plan for converting TikTok scrolls and double texts into actual votes?” Lattin probes, diving headfirst into the quandary of digital engagement versus electoral impact.

The challenges are manifold, from “the wildfires spread of misinformation,” as Lattin poetically puts it, to the Herculean task of ensuring message authenticity in an era of deepfakes and digital deception. “It’s just a shortcut past the media… It’s a chance for him to be his authentic self,” Larry Harris posits, suggesting that the path through the digital thicket is paved with genuineness and sincerity.

Still, lets be honest, sincerity in the age of skepticism is a rare commodity, and combating misinformation while maintaining a stronghold of authenticity demands more than just good intentions—it requires strategic brilliance. “Do you challenge it straight out on social media? You say this is complete BS, this person’s lying?” Lattin questions, touching on the delicate act of balancing transparency with tact. In response, the collective wisdom of the panel converges on a solution steeped in innovation, authenticity, and an unwavering commitment to the truth.

As the digital campaign landscape morphs with the speed of a trending hashtag, Biden’s team, along with political advertisers at large, stands at the frontier of an unprecedented challenge: to engage, enlighten, and elevate the discourse, all while navigating the serpentine policies of digital platforms. It’s a high-wire act performed in the vast cyberspace arena, where the only constant is change and the only certainty is the next click.

The quest to morph digital enthusiasm into a tangible turnout has all the trappings of a modern epic saga. As Gavin Dunaway eloquently puts it, “It’s about crafting a narrative so compelling that it doesn’t just live on screens but leaps off them, urging action.” The battlefield has shifted from physical rallies to digital realms, where engagement metrics are the new rally cries, but the endgame remains unchanged: getting voters to cast their ballots.

The leap from digital clout to the clanking of ballot boxes is the modern-day moonshot. It’s one thing to have your campaign meme retweeted into the stratosphere, quite another to have those retweeters actually show up on D-day. “What’s the game plan for converting TikTok scrolls and double texts into actual votes?” Lattin ponders, touching on the crux of modern political campaigns’ biggest challenge. Without directly quoting, imagine the wisdom from the panel converging on the idea that engaging voters beyond the screen involves not just creative content but a call to action that resonates on a personal level.

To navigate this, campaigns are increasingly leaning into data analytics, hoping to divine the alchemy that turns online engagement into offline action. Yet, in the age of the digital native, it’s about creating a narrative so compelling it acts as a siren call to the polling booth. It’s about making the act of voting not just a duty but a continuation of the digital engagement—a seamless step in the dance of democracy.

In the tempestuous seas of digital campaigning, navigating the policies of social media platforms is akin to charting a course through the Bermuda Triangle. Every platform has its own cryptic set of guidelines that can change as swiftly as the tides, leaving campaigns to fend for themselves in murky waters.

Larry Harris might suggest, “It’s the authenticity meter. Like it’s amazing,” pointing toward the solution lying in genuine engagement. Yet, authenticity battles against the whirlwind of misinformation—a dark cloud that hangs over every digital campaign. The question becomes, “With the wildfires spread of misinformation, what is the strategy to douse the flames without getting burned?” as Lattin probes the depths of this digital dilemma.

The answer, woven through the discourse of experts like Mark Jablonowski and Gavin Dunaway, suggests a multifaceted approach: a combination of rapid response units, community-driven verification, and leveraging the very algorithms that dictate the digital flow. It’s a digital arms race, where the weapons are truth, transparency, and trust.

As campaigns thread their way through these digital dilemmas, the blueprint for success is being redrawn. It’s no longer just about having the loudest voice but about ensuring that voice speaks with clarity, resonates with authenticity, and cuts through the cacophony of the digital age. The mission is clear: convert digital dominance into real-world wins, navigating the pitfalls with a blend of wisdom, wit, and a dash of digital wizardry.

As the dust settles on this no-holds-barred digital smackdown, one thing’s crystal clear: political campaigning has catapulted into a realm where only the savviest survive. Gone are the days of mere handshake tours and baby kissing. In their stead, a relentless digital crusade where memes wield more power than manifestos, and a tweet can detonate or defuse a political time bomb with equal ease.

The Joe Biden digital saga, as dissected by our panel of digital gladiators, is more than a mere foray into TikTok territory or a masterclass in meme warfare. It’s a bold declaration that the old rulebook is obsolete. As Larry Harris succinctly puts it, we’re looking at a “shortcut past the media,” a direct line to the electorate’s pulse, provided you’ve got the authenticity and agility to tap into it without tripping over your digital shoelaces.

The mantra moving forward? Innovate or die. But as we juggle authenticity with engagement, battle misinformation with the truth, and convert digital noise into meaningful discourse, we must remember: at the heart of all this digital wizardry are voters still yearning for a connection, a reason to believe, and a push to the polls.

Let’s ride off into the digital sunset of the 2024 election: let’s not forget that behind every screen, every like, every share, and yes, every eye-rolling meme, there’s a voter navigating their own digital labyrinth, looking for a beacon of truth in a sea of digital chaos. The quest continues, not for the faint of heart but for the bold, the innovative, and perhaps, the slightly irreverent. Because in the end, it’s not just about making noise; it’s about making a difference. And that, dear digital warriors, is a campaign worth fighting for.

Cunningham’s Crusade, Zaneis’s Rebuttal: The Ad World’s Duel Over Deception

Pesach Lattin

2024-03-26

Sean Cunningham, assuming the role of the digital advertising world’s chief provocateur, has decidedly thrown down the gauntlet, igniting a fervent discussion that’s set the industry ablaze. At the helm of the Video Advertising Bureau (VAB), Cunningham isn’t merely making waves; he’s orchestrating a tsunami of controversy with his bold assertions about ad fraud and the opaque veil shrouding transparency. His tactics? Straight out of the playbook of a master agitator, lobbing incendiary claims into the serene sea of advertising norms to challenge the collective comfort zone.

The result? A tumultuous debate, with Cunningham at its epicenter, daring to question the integrity of established practices and pushing for a hard look at what many prefer to keep in the shadows. This isn’t just a conversation starter—it’s a full-blown revolution in dialogue, with Cunningham leading the charge, urging the industry to confront its demons head-on.

Cunningham’s contention, as highlighted in a recent Ad Age article by Jack Neff, introduces us to a new, rather chilling acronym: “FOFO,” standing for “Fear of Finding Out.”

This term encapsulates a growing concern among U.S. marketers about the dread of discovering their ads are placed in less-than-reputable, potentially fraudulent spaces—commonly referred to as MFAs (Made for Advertising sites)—and the awkwardness of explaining such predicaments to their higher-ups.

Adding fuel to the fire, a survey from Advertiser Perceptions reveals that half of the advertisers and agencies polled concur that both lower-cost and premium digital ad platforms are equally vulnerable to ad fraud. Cunningham argues that this sentiment pushes the industry closer to acknowledging the significant risks to brand reputation posed by opaque media channels.

He advocates for a unified transparency standard, asserting that all advertisers possess the capability to verify ad placements as genuinely reaching humans in brand-suitable environments.

But not everyone is on board with Cunningham’s crusade. Enter Mike Zaneis, CEO of the Trustworthy Accountability Group (TAG) and Co-Founder of the Brand Safety Institute, who vehemently disputes the VAB’s findings.

Zaneis accuses the VAB of disseminating “false research” on ad fraud and questions Cunningham’s understanding of the issue.

Pointing to the ANA Transparency Report, which TAG helped research, Zaneis highlights findings starkly contrasting VAB’s claims: a mere 0.78% incidence of Invalid Traffic (IVT) across all ad buys, with the Media Rating Council (MRC) reporting between 1-3% post-bid IVT. These figures are a far cry from the 70% fraud rate the VAB’s report seems to suggest.

Zaneis further criticizes the VAB for promoting a discredited report by Juniper, funded by an anti-fraud vendor to push their product, branding it as “garbage.” He challenges Cunningham on his refusal to accept trustworthy research, including the aforementioned ANA report, and questions why Cunningham would continue to propagate dubious findings.

The divide between Cunningham’s dire warnings and Zaneis’s rebuttals lays bare a contentious debate within the ad industry. On one side, there’s a call to arms for greater transparency and verification to protect brands from the stain of ad fraud. On the other, accusations of fear-mongering and misinformation raise critical questions about the validity of research and the motives behind it.

As the dust settles on this fiery exchange, what remains clear is the pressing need for clarity, consensus, and action in confronting ad fraud. The industry stands at a crossroads, with its integrity and the trust of consumers in the balance. The path forward demands not just bravery in “finding out” but a commitment to truth, transparency, and the relentless pursuit of standards that safeguard the interests of brands and their audiences alike.

View the entire debate on Linkedin

Netflix and No Chill: Why Gen Z Prefers Their Content With a Side of Chat

Pesach Lattin

2024-03-26

As we navigate the swiftly changing currents of the media landscape, it’s clear that a revolution is underway, one led by a generation unencumbered by the traditional ties of television and radio. In the eye of this storm stands Gen Z, a demographic whose daily rituals are dominated by streaming video (46%) and music (43%), signaling a profound shift in entertainment consumption. This isn’t just a trend; it’s the dawn of a new era, as highlighted in a May 2023 Morning Consult survey.

But what fuels this seismic departure from the norm? The answer lies not just in what Gen Z is turning to, but also in what they are decidedly turning away from: linear TV and AM/FM radio, the once stalwarts of entertainment, now find themselves on the sidelines of Gen Z’s attention. Instead, platforms like YouTube have become the new coliseums of engagement, with an overwhelming 86.6% of US Gen Zers expected to engage with the platform this year. The landscape is evolving, and at the heart of this transformation is a quest for content that resonates on a personal and communal level.

Ariadna Jacob of Influences.com encapsulates this shift succinctly: “This generation craves interactive experiences that offer immediate rewards and a sense of community. Platforms like Netflix, despite their vast content libraries, lack the real-time interaction that social media provides, where viewers can engage directly with content creators through comments, tips, and gifts. This instant feedback loop not only enhances the viewing experience but also taps into the dopamine-driven reward systems in our brains, making social video and live streams far more appealing.” It’s this interactive nature that meets Gen Z’s desire for personalized, engaging content, marking a significant evolution in how entertainment is consumed.

The penchant for multiscreening, as nearly 9 in 10 US Gen Zers admit to consuming TV and internet content simultaneously, further exemplifies the desire for a more enriched, interactive entertainment experience. It’s a testament to the changing paradigms of engagement, where the passive viewing of yesteryears is replaced with a more active, participatory form of consumption.

Deloitte’s exploration into these shifting sands reveals that nearly half of Gen Z (47%) and a third of millennials now prefer watching social video and live streams over traditional TV shows and movies. The allure of these platforms isn’t just in the content itself but in the communal and interactive experiences they foster—qualities that are conspicuously absent in traditional media outlets.

Yet, the drift towards social media and streaming services isn’t solely a matter of preference. Economic considerations play a pivotal role, with 52% of Gen Z respondents and 54% of millennials having canceled a paid streaming service in the last six months, citing cost as a major factor. This financial pragmatism underscores a broader reassessment of value in the digital age, where the cost of content must be justified by its relevance and accessibility.

The challenges facing traditional SVOD (Subscription Video On Demand) providers are manifold. As Deloitte’s analysts suggest, the future success of these platforms may hinge on their ability to adapt to a fragmented landscape of digital entertainment options, where personalization, social integration, and community-building are not just features but necessities.

In this context, the potential for bundling and advertising emerges as viable pathways to reengage audiences. With 67% of respondents expressing interest in a bundle that consolidates their SVOD services, and a significant portion of Gen Z and millennials influenced by social media ads, the message is clear: The future of entertainment will be built on flexibility, interactivity, and direct engagement.

Moreover, the demand for content that reflects the diverse realities of its audience has never been higher. About 66% of consumers, including a majority of Gen Z, millennial, Gen X, and Boomer respondents, express a preference for TV shows and movies that offer insights into cultures different from their own. This craving for diversity extends to social video, perceived by many as offering a broader spectrum of perspectives than traditional media.

As we stand on the brink of this new digital dawn, the implications for content creators and distributors are profound. The ascendancy of platforms that offer real-time interaction, community, and personalization speaks to a fundamental reimagining of what entertainment can and should be. For traditional media, the choice is stark: evolve or risk obsolescence.

In essence, the future of entertainment is being written in the comments sections of social media, in the chat rooms of live streams, and in the ever-expanding universe of digital content. It’s a future that demands not just our attention, but our active participation. For Gen Z, the revolution is already here, and it’s streaming live.

Bill Daddi’s Cocktail for Ad Tech Success: One Part Insight, Two Parts Strategy

Pesach Lattin

2024-03-26

Welcome to the front row of the ad tech circus, where the lions are data-driven and the tightrope walkers are always one algorithm away from plummeting into the abyss of obsolescence. I’m your handsome, witty and modest ringmaster for this extravaganza, ushering you into a world where buzzwords fly faster than cannonballs and innovation is the name of every act.

But today, we’re not just here to watch the show from the cheap seats; we’re stepping into the ring with Bill Daddi, the maestro behind DBC Communications, a man who claims to have tamed the wild beasts of advertising and marketing with nothing but his wits and a well-placed data point or two.

In a realm where everyone and their algorithm-spouting uncle claims to have the next revolutionary solution, how does DBC stand out? Is it by riding into town on a horse named Insight, ready to become the sheriff of AdTechVille, or is there more to their magic trick than meets the eye? Buckle up—sorry, scratch that, old habits—grab your popcorn, and prepare for an enlightening conversation that promises to be as entertaining as it is educational. Let’s peel back the curtain on the ever-turbulent world of ad tech and marketing, where Bill Daddi plays both the magician and the skeptic, and find out if he’s holding onto a serene oasis or just another mirage.

Ah, navigating the ad tech landscape—it’s like trying to follow a GPS that recalibrates every two seconds because the roads are being built as you drive. Bill Daddi, our intrepid explorer in this ever-shifting terrain, seems unfazed by the constant construction. “No, I think Pesach we’re chugging along,” he declares, suggesting that in the rollercoaster world of ad tech, DBC Communications is more the steady steam engine than the rickety cart barely hanging onto the tracks.

Daddi dives into the heart of the matter with the ease of a seasoned pro. “One of the great things about our little industry is that it’s constant change and transformation,” he notes, laying the groundwork for his philosophy. It’s not about weathering the storm but dancing in the rain—preferably with a strategy that keeps you dry and one step ahead of the competition.

But how does one stand out in a field where everyone claims their solution is not just a drop in the ocean but the entire sea? DBC’s approach, as Daddi outlines, is akin to becoming the sheriff in a lawless town. “It’s always a good position to be in,” he muses, embracing the role with the casual confidence of someone who’s seen a few too many ad tech showdowns turn into duels at high noon. With a focus “on ad tech, more tech, and insights,” DBC isn’t just throwing spaghetti at the wall to see what sticks; they’re crafting gourmet meals tailored to the palate of each diner.

“Our longevity…having seen so much change within the industry, being connected with so many people, we’re kind of in a unique vantage point,” Daddi reflects. It’s not just about surviving in ad tech; it’s about thriving by understanding not just the waves but the entire ocean, from the calm surface to the turbulent depths.

DBC Communications finds its compass by focusing on engagement and communication, irrespective of whether the market is soaring or sinking. As Daddi puts it, “whether the market is up, whether the market is down, there’s always need to engage and need to communicate more effectively.” In a landscape where change is the only constant, DBC’s steady hand on the tiller is not just commendable—it’s essential.

In a world that echoes more than a yodeling contest in the Grand Canyon, how does DBC ensure its message is not just another echo, but a clarion call that cuts through the noise? The secret, according to Daddi, lies in understanding and articulating the unique challenges and needs of the end user. “Yeah, again, you know, it’s got to be predicated based upon an understanding of the target,” he explains, painting a picture of a marketing strategy that’s less about shouting from the rooftops and more about engaging in a meaningful conversation on the front porch.

Daddi’s strategy is akin to bringing a compass to an echo location contest—it’s not about bouncing off the walls louder but navigating straight to the heart of what matters. It’s about making that connection that turns potential clients from wary onlookers into engaged participants in a dialogue that matters. “And ultimately, that’s going to be the great differentiator, right?” Daddi posits, suggesting that in a sea of sameness, being the beacon of relevance is what will guide ships safely to shore.

The crux of DBC’s strategy lies in shifting the focus from the company to the consumer, from chest-beating to problem-solving. It’s a tale as old as time, but in the modern arena of ad tech, it’s a narrative that’s often lost amidst the clamor for innovation and disruption. Daddi’s approach is a reminder that at the core of all the technology, the platforms, and the data, marketing is about people—understanding them, speaking to them, and solving their problems.

This isn’t just marketing; it’s about building relationships on a foundation of understanding and relevance. In a world where everyone is talking but few are listening, Daddi’s strategy for DBC Communications is a lesson in the art of conversation—a reminder that the most powerful marketing tool isn’t a megaphone, but an ear.

As we delve deeper into the intricacies of marketing and ad tech with Bill Daddi, a striking realization emerges: innovation in this domain isn’t just about the latest gadgetry or the most complex algorithms. It’s about the timeless art of storytelling, the genuine connection between brand and consumer, and a strategic vision that sees beyond the horizon. Daddi’s approach is akin to a master chef in a world obsessed with fast food; it’s not about how quickly you can serve up the latest trend, but how memorably you can craft an experience.

The quest for genuine brand connections amidst a barrage of advertisements is like finding a needle in a haystack. Daddi illuminates this path with the wisdom of a sage, emphasizing the art of building relationships rather than mere transactions. “It’s difficult within this industry and with this environment to establish genuine connections with the brand,” Daddi muses, hinting at a deeper challenge within the glossy veneer of ad tech innovations.

His strategy is a blend of old-school values and new-age tactics, advocating for transparency, integrity, and a relentless focus on solving real-world problems. “It has to come from clear communication and articulation of here’s how we’re going to help you solve a problem,” Daddi reflects, embodying the ethos that has seemingly become a rarity in the frenzied rush towards digital domination. It’s a gentle yet powerful reminder that at the end of the day, behind every click, view, and impression, there’s a human being seeking solutions, not just slogans.

We are all a ittle enamored with the shiny new object syndrome but Daddi provides a grounding perspective on the role of innovation in marketing. “, “Not everything can be an innovation,” he states, deftly cutting through the hyperbole that often surrounds the term. This isn’t a dismissal of innovation but a call to reevaluate its place within the marketing landscape. It’s about recognizing that true innovation is often incremental, grounded in deep insights, and in service of a larger, more meaningful strategy.

The conversation shifts towards a contemplation of ad tech’s future, with Daddi positing a “reckoning” that may well redefine the industry. It’s a vision that acknowledges the rapid pace of change while advocating for a more thoughtful, deliberate approach to embracing new technologies. In Daddi’s view, the future of ad tech is not just about jumping on the latest bandwagon but about crafting strategies that are sustainable, adaptable, and ultimately, beneficial to the consumer.

As the interview winds down, it’s clear that Bill Daddi is not just another voice in the cacophony of ad tech evangelists. He’s a beacon of thoughtful, strategic marketing in an era that often prioritizes speed over substance. His insights serve as a masterclass in navigating the complexities of modern marketing, reminding us that the most powerful tools in our arsenal are empathy, understanding, and a genuine commitment to adding value.

Daddi’s philosophy is a nourishing feast for thought; It’s a reminder that in the rush to future-proof our brands, we must not lose sight of the timeless principles that have always driven meaningful engagement. As we look ahead, the conversation with Bill Daddi not only illuminates the path forward but also reassures us that the future of marketing, though uncertain, is bright for those who navigate it with purpose, passion, and a deep respect for the human element at its core.

In the end, the true innovation lies not in the tools we use, but in how we use them to forge connections that matter. Bill Daddi’s journey with DBC Communications is a testament to the power of blending traditional wisdom with modern innovation—a beacon for all navigating the ever-evolving landscape of ad tech and marketing.

Ad Tech’s New Reality Show: ‘Survivor: Privacy Sandbox Edition

Pesach Lattin

2024-03-22

Alright, folks, buckle in—oh wait, we don’t do “buckle in” here, do we? Let’s just say, prepare for a wild ride through the digital dystopia that is Google’s Privacy Sandbox. It’s like watching a high-wire act; you’re there for the thrill, secretly hoping nobody falls, but also…kinda do. This story has it all: tech titans wrestling with the future of digital privacy, regulatory gladiators throwing down the gauntlet, and the entire ad world holding its breath, popcorn in hand.

The Great Cookie War

Imagine, if you will, a world where Google decides to play the hero in our digital narrative, swinging its mighty sword to slay the dragon known as Third-Party Cookies. Enter the Privacy Sandbox, a knight in shining armor, promising a utopia where privacy reigns supreme and ads are still somehow personalized. Sounds too good to be true? Honey, in the tech world, if it sounds too good to be true, you’re not being paranoid enough.

So, what’s the catch? Well, the ad execs, those mad geniuses who’ve been playing fast and loose with our data, are now being asked to trust Google’s black box of alternatives. For six to eight weeks, companies like Adform, Criteo, and Magnite are the lab rats in Google’s experiment, navigating through APIs like they’re trying to decipher ancient hieroglyphs without a Rosetta Stone.

The Sandbox Chronicles

The saga deepens with the three musketeers of the Privacy Sandbox: Protected Audiences, Topics, and Attribution Reporting APIs. It’s like the ad world’s version of “The Good, the Bad, and the Ugly.” Each API promises a slice of the future, but with Google holding the knife, ad execs are wondering if they’ll get a fair cut or just crumbs.

Protected Audiences is supposed to shield user data like a medieval knight, but who’s protecting us from the knight? Topics API wants to target ads without being creepy, but let’s face it, in Google’s hands, “not creepy” is a relative term. And Attribution Reporting? It’s supposed to tell us if ads work, but deciphering its omens feels like reading tea leaves after a bender.

Enter the Regulator

Cue dramatic music as the UK’s Competition and Markets Authority (CMA) strides onto the scene, a no-nonsense sheriff in this Wild West of data privacy. They’ve hit the pause button on Google’s grand plan, saying, “Not so fast, partner.” The CMA’s got a list of demands longer than a CVS receipt, and top of the list is making sure Google’s sandbox doesn’t turn into a sandcastle fortress from which it can rule the digital realm unchallenged.

The CMA’s concerns read like a tech thriller plot: Will Google use its powers for good, or will it hoard all the precious user data, leaving ad-tech rivals scrounging for scraps? Can it ensure that advertisers and publishers won’t be left in the dark, unable to spot fraud among the shadows?

A Tale of Two Voices

In this corner, representing the voice of reason (or is it skepticism?), we have Anthony Katsur from the IAB Tech Lab, painting a picture of the ad industry’s impending “radical transformation.” Katsur’s talking about “signal loss,” which is tech-speak for “We’re flying blind, folks!” With cookies crumbling and IP addresses going incognito, the digital ad biz is about to get as predictable as a game of 3D chess in a wind tunnel.

On the other side, we’ve got the CMA, wielding its regulatory power like Thor’s hammer, ready to smash any attempt by Google to play fast and loose with the new rules. The CMA’s message is clear: Fix your sandbox, or no cookies for you.

The Future According to Google (and Everyone Else)

As we stand at the precipice of this new era, it’s anyone’s guess how this saga will unfold. Will Google’s Privacy Sandbox herald a golden age of digital privacy and ad targeting harmony, or will it collapse under the weight of regulatory scrutiny and industry skepticism?

The digital coliseum is abuzz with speculation, anticipation, and a fair amount of dread. Publishers and advertisers, once emperors of their domains, now face the prospect of becoming spectators in their own arena, as Google and regulators duke it out.

So, as the tale of the Privacy Sandbox continues to unravel, keep your eyes peeled, your data private, and remember: In the world of tech, just when you think you’ve seen it all, along comes a plot twist that makes Game of Thrones look like child’s play. Stay tuned, because this show is just getting started.

AI Dreams and Seattle Streams: The Gregory Kennedy Chronicles

Pesach Lattin

2024-03-20

I’m not just any host; I’m Pesach Lattin, steering the ship that is the ADOTAT Show. When Gregory Kennedy, who’s pretty much marketing royalty, graced my virtual studio, I introduced him with a bit of flair. “The most liked of all the Kennedys,” I quipped, diving right into the thick of it.

Now, Kennedy isn’t just a mover and shaker in the marketing world; he’s a whole earthquake, and he’s about to shake things up by moving from the tech-laden Bay Area to the evergreen embrace of Seattle. This isn’t just a relocation; it’s a leap into a new adventure, and Gregory’s at the helm, ready to chart unknown territories.

Our chat kicked off with the kind of banter you’d expect from two people who find the humor in everything, even the seismic shifts of life (and yes, I’m using “seismic” metaphorically; remember, no clichés here). When I prodded Gregory about his big move, his response was laden with that nostalgia for a San Francisco of yore. “It reminded me of like the San Francisco I knew and kind of came up in,” he mused, painting a picture of a city that once breathed creativity before being swallowed by its own technological success.

Hearing Gregory talk about Seattle stirred something in me. Here was a man not just moving between two points on a map but transitioning between chapters in his life, all while keeping his finger on the pulse of the marketing world. His journey, from the concrete jungles of the Bay Area to the misty horizons of Seattle, isn’t just a physical move; it’s a strategic pivot, a fresh angle on the ever-evolving narrative of marketing and technology.

And so, as Gregory and I volleyed back and forth, the conversation wasn’t just light-hearted; it was a dance of words, a playful jousting that only two people deeply entrenched in the whirlwind world of marketing could enjoy. Seattle, with its appeal reminiscent of a bygone San Francisco, wasn’t just a backdrop to Gregory’s next chapter; it was a beacon, a lighthouse guiding us through the fog of digital innovation and personal reinvention.

When I nudged Gregory into the spotlight of “The Unexpected Life Curveball,” he didn’t disappoint. “Wow, sure. I have really big news. I will be moving to Seattle,” he dropped casually, as if he wasn’t about to uproot two decades of Bay Area life for the evergreen embrace of the Pacific Northwest. The reasons? A blend of the personal – “family I have there” – and the professional – his wife’s career taking a new turn. It’s a testament to how our personal lives aren’t just footnotes in our professional stories; they’re the headlines, the bold type that dictates where we go and what we do next.

As Gregory shared his reasons, I couldn’t help but reflect on how these personal life changes are more than just blips on our professional radars. They’re the very catalysts that often drive us to rethink, to reimagine, and to reinvent our careers in tech and marketing. It’s not just about chasing a paycheck or climbing the corporate ladder; it’s about finding where our personal and professional lives intersect, where they can coexist and complement each other. Gregory’s move to Seattle isn’t just a change of address; it’s a strategic step in a dance choreographed by life’s unpredictability.

Then we ventured into the territory where few dare to tread without a hint of trepidation: “AI and Marketing: Beyond Skynet Fears.” Gregory’s take? A blend of optimism and caution. “There’s a lot of technology out there and there’s a lot of, I think, controversy, ultimately, over how it’s going to be used,” he mused, acknowledging the transformative power of AI in marketing while hinting at the dark clouds of misuse that loom on the horizon.

As we delved deeper, the conversation took a turn towards the irreverent. “So, we’re turning schlubs into super marketers overnight, huh?” I joked, half-expecting Gregory to either refute or amplify my jest. Instead, he offered a nuanced view that only someone with his finger on the pulse could. “What you’re gonna see this year is that there’s gonna be groups of people, let’s say in the marketing world, who get really good with using these things and are able to implement them and get a lot of efficiency and get big advantages over other people who refuse to use them,” he explained, painting a picture of a future where AI is neither the villain nor the hero, but a tool that amplifies human potential.

Our chat about AI in marketing wasn’t just a dialogue; it was a dance around the maypole of innovation, with strands of humor, skepticism, and optimism intertwined. We weren’t just discussing the future of marketing; we were speculating on a future where AI could either be the wind beneath our wings or the storm that capsizes our boats. And in that speculation, we found common ground: a belief that, despite the potential for destruction, the integration of AI into marketing offers a chance for rebirth, for revolutionizing how we connect, create, and convert.

Rolling into the heart of our techno-saga, I couldn’t resist poking the bear: “Can AI really capture the essence of human emotion? Or is it just a fancy parlor trick?” Gregory, ever the philosopher in a marketer’s cloak, leaned in with a thoughtful pause before dropping his two cents into the well of our discourse. “I think that like, large language models are parlor tricks. They’re clever, but they lack the depth, the nuance, the soul of human creativity,” he reflected, echoing a sentiment many of us in the trenches of marketing and tech have felt but seldom voice. It’s this enduring belief in the irreplaceable value of human intuition and creativity that sets thinkers like Gregory apart. AI can crunch data, spot trends, and even mimic human speech patterns, but can it truly understand the heartache behind a breakup ballad or the jubilation of a World Cup victory? Gregory’s stance was clear: AI’s a tool, not a replacement.

Our conversation then veered into the murky waters of AI ethics, a realm where angels fear to tread and where Gregory, it seemed, had planted his flag. He brought up the “Gemini scenario” – a reference to a hypothetical where AI decision-making in warfare led to the unanimous launch of nuclear weapons. It was a chilling reminder of the power we’ve ceded to algorithms and the dire need for a moral compass in guiding AI’s integration into our lives and livelihoods. “It’s about finding that balance, isn’t it?” I mused, pondering the thin line we tread between leveraging AI for gain and spiraling into dystopian nightmares.

Switching gears, we touched on BrandZen’s dalliance with AI. Gregory, a self-professed nerd at the helm of this ship, shared how BrandZen navigates the AI landscape with a blend of caution and curiosity. “We use every tool available, unapologetically,” he declared, painting a picture of a brand that’s as much about embracing the future as it is about not turning into a digital Frankenstein. The mystery wasn’t in whether BrandZen used AI – that was a given – but in how they managed to wield it without losing the human touch that forms the core of their brand’s identity.

Finally, we delved into AI’s role in the creative processes. The million-dollar question lingered in the air: Can AI replace human ingenuity? Gregory’s take was nuanced, seeing AI as a tool that, while powerful, still needed the human spark to ignite true creativity. “It’s not about replacing us; it’s about augmenting us,” he said, envisioning a future where AI and human creativity coexist in a symbiotic relationship. He talked about the potential of dynamic creativity, where AI could one day generate content on the fly, tailored to the moment and the audience, yet he remained steadfast in his belief that the true essence of creativity, the soul of marketing, remains distinctly human.

As our conversation wove through these themes, it became clear that for Gregory, and for many of us peering into the future, AI is a double-edged sword – a tool of immense potential yet fraught with ethical dilemmas and limitations. The journey ahead, it seems, is not about choosing between human creativity and artificial intelligence but about how we can merge the two, crafting a future where technology amplifies our human essence rather than diminishes it.

Diving into the heart of the matter, the Martech landscape, I asked Gregory to lay it out for me, knowing full well the man could navigate a marketing tech war zone blindfolded. “With cookies getting tossed out the window, we’re looking at a landscape that’s shifting beneath our feet,” he began, capturing the essence of an industry at a crossroads. It’s this “tale of two cities,” as he put it, that fascinated me. On one hand, we’ve got consolidation, big players swallowing up smaller ones, creating these massive, do-it-all platforms. On the other, there’s fragmentation, a wild explosion of niche tools, each solving very specific problems. “It’s about not getting lost in the dazzle of it all,” Gregory mused, hinting at the need for marketers to find their north star amidst the chaos.

Then came the million-dollar question: Niche tools or the big sweet solutions? Gregory’s take was as pragmatic as it was insightful. “It depends on your tech stack,” he said, stressing the importance of compatibility and the unique needs of each business. He shared anecdotes of Martech investments gone awry, where the allure of shiny new tools led down rabbit holes with no business value. But then there were the success stories, tools that slotted into their operations like missing puzzle pieces, driving efficiency and innovation. “It’s about finding the right tool for the job, not getting swept up in the hype,” he concluded.

Looking ahead, Gregory’s crystal ball was clear on one thing: the resurgence of contextual advertising. “As the cookie crumbles, we’re going back to basics,” he predicted, envisioning a future where understanding the context of a user’s experience trumps invasive tracking. His predictions weren’t just educated guesses; they were roadmaps for navigating the Martech landscape’s future, with contextual advertising as the north star.

And then, just when I thought we’d covered all bases, Gregory threw a curveball – his personal vendetta against Slack. “Overrated,” he declared with a chuckle, sharing his belief that Slack, despite its ubiquity, was just a fancier iteration of what we’ve already seen. It wasn’t about dismissing the tool outright but questioning whether its valuation as a game-changer was justified. “It’s about what works for you, not what’s trendy,” Gregory reminded me, encapsulating a philosophy that’s guided his navigation of the Martech landscape.

As our conversation meandered towards Gregory’s personal journey, the man opened up about his origins, painting a vivid picture that felt straight out of a coming-of-age novel set in Manhattan. “Imagine this kid, right? Surrounded by the hustle and boundless creativity of the city, and that kid was me,” he reminisced. This wasn’t just any story of a New Yorker; this was a tale of a creative soul finding his calling amidst the chaos and charm of the city that never sleeps. Gregory’s journey from a creative kid in Manhattan to a marketing maestro was marked by pivotal decisions that shaped his career, decisions that leaned heavily on embracing change and pursuing passion over convention. “It’s about the path you choose, and sometimes, it’s about the path that chooses you,” he reflected, underscoring the serendipitous nature of his professional odyssey.

As our time together drew to a close, I couldn’t resist asking Gregory for that nugget of wisdom he’d send back in time to his younger self. True to form, he sidestepped the cliché of financial advice with a chuckle, “I’d tell myself to worry less about the ‘right’ path and more about the journey. Oh, and maybe, just maybe, to take it easy on the caffeine.” It was classic Gregory—insightful, with just a dash of humor.

Reflecting on my time with Gregory Kennedy, I can’t help but marvel at the irony of it all. Here we are, two veterans of the marketing world, waxing poetic about AI, change, and the future, all while Gregory’s on the brink of trading his Silicon Valley badge for a raincoat in Seattle. It’s like watching a live episode of “The Great Tech Migration,” only the protagonist doesn’t fully leave the stage. He just shifts the spotlight. This move, as Gregory paints it, isn’t just about changing ZIP codes; it’s a full-blown recalibration of life and work, a leap into the mist that’s both literal and metaphorical. And let’s be honest, the idea of Gregory Kennedy, the Bay Area’s own marketing maven, becoming Seattle’s freshest import is the kind of plot twist that keeps our industry interesting.

But what strikes me most—beyond the geographic shuffle and the AI chatter—is how Gregory’s story encapsulates a broader truth about our tech-tangled lives. We’re all navigating this weird, wonderful world where one minute you’re the king of content in California, and the next, you’re pondering the existential implications of AI over coffee in Seattle. It’s a reminder that in the end, our careers, much like the tech we tangle with, are not linear. They’re a series of unexpected reboots, updates, and sometimes, system overhauls. And through it all, Gregory remains unapologetically human, a reminder that no matter how deep we dive into the digital, it’s our flesh-and-blood selves that steer the ship. So here’s to Gregory Kennedy—may his Seattle saga be as rich and rewarding as his Silicon Valley chapters, and may his insights continue to light up the marketing world, rain or shine.

The NBCU Upfronts: Less Crystal Ball, More AI Precision

Pesach Lattin

2024-03-20

So, NBCUniversal has decided it’s time to play favorites in the wild world of ad measurement, casting its lot with VideoAmp for the upcoming TV and video upfronts. John Lee, who holds the lofty title of Chief Data Officer, Advertising and Partnerships at NBCU, made this little nugget of news public. It’s a bit like high school all over again, picking your bestie, but in the infinitely more complicated and cutthroat sandbox of media partnerships.

The big reveal happened at NBCU’s One24 shindig in New York City, a gathering that sounds more like a tech rave than a conference, held at the Rockefeller Center headquarters. Because, of course, if you’re going to announce you’ve got a new best friend, why not do it with the maximum amount of pomp and circumstance?

This bromance with VideoAmp is all about getting cozy with audience-based, cross-platform planning and measurement. Translation: NBCU wants to know if you’re watching “The Office” reruns on Peacock or catching live “SNL” clips on YouTube, and then they want to sell that insight to advertisers with the precision of a ninja assassin.

NBCU didn’t stop there. They’re also rolling out the red carpet for generative AI in their ad sales hustle, announced at the same One24 extravaganza. Because nothing says “we’re living in the future” quite like letting AI decide the fate of where ads get placed. This AI wizardry aims to refine audience targeting and boost advertiser performance, or in layman’s terms, make sure your grandma doesn’t get bombarded with skateboard ads.

One24 was hosted in Studio 8H, a venue that’s seen more celebrity foot traffic than the Hollywood Walk of Fame, setting the stage for NBCU’s upfront pitch to advertisers. This pitch is essentially the pre-game show to the main event: the NBCU upfront on May 13 at Radio City Music Hall, where the peacock network will strut its stuff and try to woo advertisers with big promises and probably a few high-kicks.

In a move that screams “we’re tech-savvy,” NBCU is also introducing programmatic buying for the Olympics. Because nothing enhances the thrill of watching the 100-meter dash like knowing an algorithm placed that sneaker ad. They’ve partnered with The Trade Desk to offer this, marking a first for the Olympics and probably not the last time we’ll see algorithms gatecrashing major sporting events.

Adding to the mix, NBCU is launching Virtual Concessions and Must Shop TV, turning passive viewing into a shopping spree. Because why merely watch “Top Chef” when you can simultaneously order a sous-vide machine and try to replicate the winning dish in real-time?

In a landscape where Nielsen ratings have been the gold standard, albeit a controversial one, NBCU is branching out, teaming up with VideoAmp, EDO, and Kochava to explore new territories in viewer measurement. It’s a bold move, suggesting that in the ever-evolving world of media, sticking solely with traditional metrics is about as cutting-edge as a flip phone.

Mark Marshall, NBCU’s Chairman of Global Advertising & Partnerships, waxed poetic about television being a “full-funnel performance vehicle,” a phrase so buzzword-laden it could only be concocted in the ad world. His statement at One24 hints at NBCU’s grand vision: to blend aspiration with action, essentially turning viewers into consumers with the finesse of a magician pulling a rabbit out of a hat.

So, there you have it. NBCUniversal’s latest maneuvers are a testament to its ambition to not just keep up with the times but to sprint ahead, dragging advertisers along for what promises to be a rollercoaster ride through the ever-blurring lines of TV, digital, and now, AI-driven advertising. Strap in; it’s going to be a wild ride, with or without the AI overlords.

From Mouse House to Powerhouse: Disney’s DRAX Direct Takes Over

Pesach Lattin

2024-03-20

Disney Advertising’s latest move isn’t just a step forward; it’s a full-on power walk into the future of ad tech, leaving competitors in the dust with something they’re calling DRAX Direct. Think of it as Disney throwing open the doors to its treasure trove of streaming goodies, inviting the big tech boys—Google’s Display & Video 360 and The Trade Desk—into the fold for a digital block party that promises to be both lucrative and groundbreaking.

Jamie Power, Disney Advertising’s senior VP of addressable sales, isn’t mincing words. She’s talking about delivering a whopping 50% of Disney’s advertising in an addressable and automated fashion. It’s a bold claim, one that paints a picture of a Disney not just as an entertainment giant, but as a tech-savvy behemoth that knows its way around the ad tech playground.

The narrative here is clear: Disney’s not just playing in the digital ad space; they’re aiming to redefine it. By weaving their own tech stack into the fabric of Google and The Trade Desk’s platforms, they’re crafting a direct pipeline to their premium inventory. This isn’t just about making ad buying simpler; it’s about making it smarter, with a side of Disney magic.

Now, Google and Disney strutting their stuff isn’t new. They’ve been at this dance for over a decade, pioneering ad innovations that, frankly, make most other attempts look like child’s play. Google’s Stephen Yap is practically giddy about taking this partnership to the next level, promising a new era of privacy-forward solutions that still hit the mark when it comes to audience reach.

But wait, there’s more. The Trade Desk is also getting in on this action, thanks to their OpenPath technology. This isn’t just another handshake deal; it’s a significant step towards more transparent, precise, and value-driven advertising. Will Doherty from The Trade Desk sounds like he’s ready to conquer the world—or at least the digital ad space—with this Disney collaboration, talking up innovation and transparency like they’re going out of style.

So what’s in a name? DRAX—yes, named after that Drax from Guardians of the Galaxy—isn’t just a cool moniker. Launched in 2021, it’s Disney’s way of telling the ad world they’re serious about leveling the playing field between direct-sold and programmatic deals. And with these latest partnerships, Disney, Google, and The Trade Desk are essentially forming a digital advertising Voltron, ready to take on the universe with a more accessible, efficient, and effective approach to streaming ad sales.

Disney’s playing the long game here, looking to entice a broader spectrum of advertisers—from the national heavyweights to the local heroes—into its streaming realms of Hulu and Disney+. And if the enthusiasm of Jamie Power and her cohorts is anything to go by, they’re not just changing the game; they’re setting up to dominate it, bringing a mix of flexibility, innovation, and sheer entertainment firepower to the digital advertising table.

Clicks, Codes, and Conquests: The Mike Seiman Blueprint for Digital Victory

Pesach Lattin

2024-03-19

In the digital advertising arena, Mike Seiman is not merely a participant but a vanguard, a figure whose narrative threads through the very fabric of the internet’s commercial evolution. As the CEO of Digital Remedy, his voyage from nascent internet enthusiast to ad tech luminary encapsulates a saga of innovation, resilience, and unbridled ambition. Seiman, with candid openness, reflects on the genesis of his journey, “I’ve been in it since the birth, literally since the internet became something I was trying to make money on it,” he admits, delving into an era when the digital world was still a wild frontier.

This dialogue isn’t just a recounting of milestones; it’s a candid exploration into the underbelly of the ad tech industry, imbued with the personal trials and triumphs of a man who’s been at its helm through seismic shifts. From the early days, experimenting with what the internet could mean for commerce, to navigating the high stakes of digital advertising’s rapid evolution, Seiman’s story unfolds with the rawness and intimacy that captivates, offering a glimpse into the relentless drive and strategic acumen required to stay afloat and thrive.

Seiman doesn’t shy away from detailing the rollercoaster of entrepreneurship in an industry as volatile as digital advertising. His recount of the transitional phases of Digital Remedy, from its initial conception to its current incarnation, is punctuated with the sort of stark honesty and revealing insights that peel back the curtain on the complexities and challenges of leading in the tech world. “Been a wild ride. It’s been a lot of fun. Um, been a lot of great times and I can’t complain,” Seiman shares, echoing the sentiments of an entrepreneur who has navigated the tumultuous waters of ad tech with both foresight and fervor.

His reflections on pivotal moments, like receiving the first significant check or making critical pivots in business strategy, are shared with a blend of humility and pride, offering lessons in perseverance and vision that are universally resonant. Through the ups and downs, Seiman’s narrative remains a compelling testament to the power of enduring through uncertainty, the importance of adaptability, and the relentless pursuit of innovation in the ever-evolving digital landscape.

Mike Seiman’s odyssey into the digital frontier was fueled by more than just ambition; it was a cocktail of fortunate timing, serendipity, and a relentless drive that many entrepreneurs can only aspire to. His narrative is not just about seizing opportunities; it’s a testament to recognizing the potential of the internet long before it became the omnipresent force it is today.

His venture into entrepreneurship was marked by early experiments that now seem prescient. “I was probably 15, 16 years old when AOL announced, ‘Oh, check this browser out.’ I mean, I’m talking pre Netscape,” Mike recalls, highlighting a moment when the digital world was at its nascent stage, ripe for exploration and innovation. This wasn’t merely a teenager dabbling in new technology; it was the inception of a visionary’s journey in the digital landscape.

The significance of these early explorations cannot be overstated. For Mike, the internet was a vast, untapped reservoir of opportunity, a perspective that would eventually lay the groundwork for Digital Remedy. This realization wasn’t just a fleeting thought; it was a profound insight that would shape his approach to business and technology. “…and it was awesome…something I was always trying to, there’s going to be something here back then,” he explains, reflecting on his initial intuition about the internet’s potential.

These formative experiences underscore Mike’s early recognition of the internet’s transformative power, an understanding that would pivotally influence the trajectory of Digital Remedy. His journey from teenage experiments in the digital realm to a leadership role in the ad tech industry encapsulates more than just a career; it illustrates a deep-seated belief in the internet’s potential and a commitment to forging a path within it. This blend of luck, timing, and ambition wasn’t just a recipe for personal success; it was a harbinger for the innovative strides Digital Remedy would take under Mike’s stewardship.

The entrepreneurial journey, as Mike Seiman vividly outlines, is not for the faint-hearted. It demands an unparalleled level of dedication and a willingness to make sacrifices that few can stomach. This gritty determination is at the core of Mike’s philosophy, “You just work nonstop. You got to put work first, unfortunately, at those times when everything’s about creating a business and being an entrepreneur, at some point you might have to even put it before family.” It’s a stark admission, laying bare the reality of what it takes to scale the heights of the ad tech industry.

Mike’s career is punctuated with moments of keen realization and strategic shifts that underscore his adeptness at steering through the industry’s notorious unpredictability. One such moment came from understanding the critical balance between rapid growth and financial sustainability, “the truth be told, you know, you just grind it every day.” This ethos of relentless hard work and the pursuit of growth, tempered by strategic foresight, has been central to navigating the complex challenges that come with building and sustaining a business in the digital age.

But it wasn’t just the grind that defined Mike’s journey; it was his capacity for strategic pivoting and creative problem-solving. He recounts an ‘oh crap’ moment, a rite of passage for any entrepreneur, with a mixture of hindsight humor and wisdom, “not being educated enough in business to really understand that. Wait, you mean you have to pay for things you bought sometimes before you actually cashed the check for the service you provided.” This realization was more than a financial hiccup; it was a lesson in the intricacies of cash flow management, a fundamental aspect of business acumen that Mike quickly had to master.

These episodes are not merely anecdotes; they are vivid illustrations of Mike’s ability to confront challenges head-on, armed with creativity and resilience. His narrative is replete with such critical junctures, each serving as a testament to his capacity to adapt and thrive amidst the volatile currents of the ad tech sector. Through a combination of hard-nosed realism and strategic agility, Mike has not only navigated the tumultuous waters of entrepreneurship but has also charted a course for Digital Remedy to emerge as a beacon of innovation and success in the industry.

Mike Seiman’s view on the digital advertising landscape is one of vigilant observation and strategic anticipation. He’s witnessed firsthand the seismic shifts within the industry, from the early days of banner ads to the sophisticated algorithms of programmatic advertising. Reflecting on these changes, Mike acknowledges the monumental impact of programatic advertising: “Optimized it with creatives and buying on different websites and ad networks and made our first million bucks that way.” This recollection is not just a nod to the past but a recognition of the evolutionary leaps that have defined digital advertising’s trajectory.

His insights extend into the current and future state of the industry, particularly the burgeoning role of artificial intelligence (AI).

Mike perceives AI not just as a technological advancement but as a fundamental shift in how advertising operates. “It’s really the necessity to constantly innovate. And always find something new to prove yourself and prove your value in the space,” he elucidates. This statement underscores a critical understanding—that the dynamism of digital advertising is now intrinsically linked to the pace at which AI and other technologies evolve, urging a continuous cycle of innovation.

Moreover, Mike envisions a future where digital advertising transcends its current form to become more integrated and efficient, thanks to AI. This vision points to a shift towards advertising ecosystems that are not only more targeted and personalized but also more cohesive, leveraging data and machine learning to streamline processes and enhance the relevance of ad content. “And because we’ve been in it so long and never changed… we’re much more into the CTV movement and attribution modeling and platforms and things of those nature,” Mike adds, illustrating how Digital Remedy is aligning with these emerging trends to stay at the forefront of the industry.

Mike’s perspective on these transformations is both reflective and forward-looking. He acknowledges the foundational changes that have already occurred while also pointing to the horizon, where AI and integration promise a new era of digital advertising. This blend of historical insight and futuristic vision highlights Mike’s deep understanding of the industry’s fluid nature and the imperative to innovate continuously. In doing so, Mike positions himself and Digital Remedy not just as participants in the ad tech landscape but as pioneers ready to navigate and shape its future direction.

Mike Seiman’s leadership ethos is deeply rooted in the principles of consensus and the collective. It’s a style that’s both democratic and discerning, favoring the harnessing of collective wisdom over solitary decision-making. “I mean, the deal breaker for me is truly just if any one of my employees has doubts,” Mike states, emphasizing the importance of unity and shared vision within his team. This approach is not just about making decisions; it’s about cultivating a culture where every member feels valued, heard, and integral to the company’s success. Such an environment, as Mike has fostered, is crucial in an industry as dynamic and demanding as ad tech, where the rapid pace of change can often overshadow the human element.

The implications of Mike’s leadership style extend far beyond the confines of Digital Remedy. It sets a precedent for the ad tech industry and the broader tech sector, demonstrating the power of a leadership model that prioritizes collaboration and well-being. In a field often criticized for its cutthroat competitiveness and relentless pace, Mike’s approach offers a refreshing counter-narrative, one that underscores the potential for tech companies to thrive while maintaining a supportive and inclusive culture.

Turning to personal reflections, Mike’s journey through the labyrinth of digital advertising is a tale of resilience, innovation, and, importantly, introspection. “I can’t comment that I haven’t lost either,” he muses, acknowledging the sacrifices and the sometimes-blurred lines between personal and professional life. Yet, it’s this very candor and reflection that have grounded him, allowing for a clear-eyed assessment of his legacy and impact within the industry. Mike’s narrative is punctuated with lessons on the importance of adaptability, the courage to pivot when necessary, and the unwavering belief in one’s vision—all distilled from years of navigating the tumultuous waters of ad tech.

Looking ahead, Mike’s vision for the future of digital advertising—and his place within it—is characterized by a pragmatic optimism. He recognizes the transformative potential of AI and other technological advances, envisioning a more integrated, efficient, and impactful digital advertising ecosystem. “I think there’s going to be a closed loop system… It’s going to figure it out,” he predicts, illustrating his anticipation of a future where advertising is more precisely tailored and effectively delivered. Yet, it’s not just the technological landscape Mike is concerned with; it’s also about the human aspect of the business, from nurturing talent to ensuring his team’s well-being, underscoring a leadership ethos that values both innovation and people.

In essence, Mike Seiman’s reflections and outlook encapsulate the journey of a visionary who has not only shaped the contours of the ad tech industry but has also set a benchmark for thoughtful, inclusive leadership. As the digital advertising landscape continues to evolve, Mike’s blend of pragmatism and optimism, coupled with a steadfast commitment to his team and the broader community, ensures that his legacy will resonate far beyond the metrics of success, influencing the industry’s future trajectory and the ethos of leadership within it.

The narrative of Mike Seiman in the ad tech arena is a compelling testament to what can be achieved at the intersection of entrepreneurial grit, strategic acumen, and visionary leadership. From his early forays into the internet’s commercial possibilities to steering Digital Remedy through the ever-evolving digital advertising landscape, Mike’s journey encapsulates the quintessence of innovation and resilience. His story is not just about personal triumphs; it’s a blueprint for navigating the complexities of a sector where change is the only constant.

Mike’s enduring influence in ad tech is underscored by his ability to anticipate shifts, adapt strategies, and continuously push the boundaries of what’s possible. His reflections on the importance of team consensus, the cultivation of a company culture that prizes employee well-being, and the navigation of business challenges with creativity and resilience highlight a leadership style that is both rare and exemplary in the high-stakes world of tech.

For the digital advertising industry and entrepreneurs charting their course within it, Mike’s insights offer valuable lessons. His approach to leadership—emphasizing collaboration, valuing each team member’s contribution, and fostering an inclusive culture—sets a standard for building sustainable, innovative businesses in an industry often marked by its relentless pace and competitive pressures.

Moreover, Mike’s perspective on the future of digital advertising, particularly his enthusiasm for AI and the move towards more integrated, efficient ecosystems, reflects a broader trend of technological convergence and the need for continuous innovation. His pragmatic optimism about the industry’s direction serves as both a guide and an inspiration for current and aspiring leaders in the field.

Mike Seiman’s narrative is a beacon for anyone navigating the turbulent waters of the ad tech sector.

His blend of entrepreneurial spirit, strategic foresight, and compassionate leadership offers a comprehensive model for building and sustaining success in an industry at the forefront of digital innovation. The broader implications of his journey—emphasizing the importance of adaptability, the value of human capital, and the potential for technology to drive change—resonate well beyond the confines of ad tech, providing enduring insights for the dynamic world of entrepreneurship.

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