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From Mad Men to Sad Men: The Decline of Creative Courage

By
Pesach Lattin
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0

Creativity in marketing: that elusive muse that once danced freely across billboards, TV screens, and magazine spreads, seems to have taken a long hiatus, leaving in its wake a landscape littered with the banal and the uninspired. We’ve entered an age where the craft of marketing, once celebrated for its boldness and ingenuity, now often feels like a tepid bowl of corporate alphabet soup. Let’s talk about why this matters, and more importantly, why it should bother us.

The heart of the matter lies in the quiet corners of research labs and academic circles, where the evidence is clear: we’re not just facing a drought in creativity; we’re smack in the middle of a creativity crisis. This isn’t just academic hand-wringing; it’s a siren call for the advertising world. Since the 1990s, creativity scores have been on a steep decline. Imagine that—a world where our capacity to dream up new ideas, to envision things differently, is fading faster than your smartphone’s battery life.

Why the slump, you ask? The culprits are as familiar as they are insidious: our hyper-scheduled lives, an insatiable hunger for screen time, and an entertainment diet that leaves us bloated yet somehow still starved for genuine inspiration. In our rush to consume, we’ve forgotten how to create. There’s no room left to marinate in our thoughts, no space for the mental doodling that breeds innovation.

Now, let’s pivot to the realm of marketing, where this creativity crisis has manifested in a particularly ironic twist. Think about it: an industry built on the premise of capturing imaginations now finds itself trapped in a maze of sameness. Digital advertising, once the frontier of innovation, has become a battleground of who can shout the loudest, with the most targeted precision, all while saying remarkably little of substance. It’s a paradox of the modern age—more visibility, less vision.

In the labyrinthine world of modern marketing, data reigns supreme—a digital-age deity to which we offer our most fervent prayers for guidance and success. This devotion to data isn’t unfounded; after all, it promises a path paved with precision-targeted campaigns and a treasure trove of consumer insights. Yet, this unwavering allegiance has led us down a rabbit hole of overreliance that risks stifling the very essence of creativity. We’ve become so engrossed in the numbers game, so fixated on chasing the algorithmic shadows, that we’ve lost sight of the human touch that breathes life into brands. The irony is palpable: in our quest for certainty and control, we’ve surrendered the spontaneity and serendipity that ignite truly memorable marketing magic.

The consequence of this data dominance is a marketing landscape that’s become predictably pedestrian, a realm where safe bets trump bold ventures and where campaigns are so finely tuned to past behaviors that they forget to inspire new ones. We’re trapped in a feedback loop of our own making, where data dictates not just the direction but the boundaries of our creativity. This isn’t to say that data lacks value; rather, the issue arises when it eclipses the narrative nuance and emotional engagement that are the hallmarks of great marketing. By relegating creativity to the backseat, we risk producing work that, while optimized to the hilt, lacks the soul and spark to truly resonate with audiences.

It’s time to recalibrate our relationship with data, to shift from an overreliance that confines to a symbiosis that liberates. This doesn’t mean abandoning data but rather integrating it with creativity in a way that amplifies rather than attenuates our ability to connect with consumers. The magic happens not when data leads the dance, but when it informs the steps, allowing creativity the space to lead with bold, innovative ideas. As we navigate this recalibration, we must remember that at the heart of every click, view, and engagement is a human being, not a data point. It’s in the interplay of data and creativity that we find the key to unlocking truly impactful marketing that doesn’t just capture attention but captivates the imagination.

Then let’s Consider the rise of ad blockers, a telling sign of consumer fatigue. It’s not just that people are annoyed by ads; they’re actively seeking ways to avoid them. What does that say about the state of our craft? That we’ve become so proficient at invading spaces that we’ve forgotten how to be invited in. The irony is as thick as the budgets allocated to campaigns that often miss the mark by a country mile.

Yet, in this gloomy landscape, there’s a glimmer of hope, a reminder that creativity, though besieged, is far from defeated. The whispers among marketers—that creativity is, in fact, the superpower of the industry—haven’t quieted. The issue isn’t a lack of belief in creativity’s value but a pervasive fear of its unpredictability. A risk-averse culture has clipped the wings of creativity, favoring the safe over the sensational, the tested over the groundbreaking.

This cautious approach has costs that extend beyond dull ad campaigns. It’s eroding the very foundations of brand-customer relationships. We’re crafting experiences so homogenized, so devoid of personality, that they blend into a monotonous hum in the background of consumers’ lives. Agencies, once the custodians of creative flair, find themselves in an existential squeeze, their value proposition diluted by a relentless focus on efficiency and metrics that often overlook the magic of a well-told story.

But let’s not end on a dirge. This creativity crisis presents not just a challenge but a colossal opportunity. It’s a chance to redefine what creativity means in the digital age, to invest in it not just as a line item in a budget but as the cornerstone of everything we do. Agencies and brands alike must champion a renaissance of creativity, underpinned by the belief that to stand out, you must dare to be different.

Creativity in marketing isn’t just about selling; it’s about connecting, about sparking conversations that resonate on a deeply human level. It’s about remembering that at the end of the day, beyond the clicks and conversions, marketing is about telling stories that matter, in ways that enchant and inspire.

So, as we stand at this crossroads, let’s choose the path less traveled. Let’s embrace the messy, the unpredictable, the utterly human element of creativity. Let’s remind ourselves that marketing, at its best, isn’t just about promoting products—it’s about illuminating ideas, sharing dreams, and, perhaps most importantly, seeing the world not just as it is, but as it could be.

Garbage In, Garbage Out: The Sticky Web of MFA Sites and How to Escape It

By
Pesach Lattin
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0

Ah, let’s delve deeper, shall we, into this digital abyss, where the scent of cynicism mixes freely with the aroma of freshly brewed programmatic strategies? Our story unfolds in a landscape where MFA sites—those digital chameleons crafted solely to feast upon the advertising dollar—swell from a minor nuisance to a full-blown infestation, devouring 30% of ad auctions with the voracity of a starving artist at an all-you-can-eat buffet.

The MFA dilemma isn’t just a black-and-white issue; it’s a swirling miasma of gray that defies simple categorization. Unlike the outright deceit of bot farms and browser window manipulators, MFA sites play a more insidious game. 

They serve up real human traffic on a silver platter, albeit one piled high with content so lackluster it could make a search engine weep and layouts so crammed with ads they’d give a claustrophobe a run for their money.

But let’s not lose sight of the forest for the trees. Erez Levin, with the eye of an eagle and the clarity of a bell, cuts through the fog. The real scourge isn’t just the MFA sites themselves but the blatant bait-and-switch of muted autoplay video ads masquerading as premium in-stream content. “Muted autoplay video ads that declare themselves as In-stream and command a large price premium, when their inaudibility clearly defines them as Outstream,” Levin elucidates, highlighting a glaring issue that’s as obvious as a billboard in Times Square.

Adam Heimlich, stepping into the fray, wonders aloud why the titans of MFA detection aren’t leading the charge against this onslaught. “I wonder why the MRC-accredited leader in MFA detection is smaller than the other quality-monitoring companies, given the enormous demand for what they do?” he muses, posing a question that hangs in the air, pregnant with the weight of unsaid implications.

As the dialogue surrounding the MFA quandary deepens, the insights grow richer, painting a nuanced picture of the digital advertising ecosystem’s current state. Keri Thomas, stepping into the conversation, highlights a pivotal issue in programmatic online video: the vast majority isn’t what it purports to be. “Very little of it is actually in stream and audible,” she observes, pointing out that truly audible video commands a premium far beyond the $12-15 range many brands and agencies expect to pay. It’s a tale as old as time, or at least as old as commerce itself: “you get what you pay for.” This nugget of wisdom, seemingly simplistic, underscores a systemic issue within the industry—a misalignment of expectations and reality, a classic bait-and-switch that leaves advertisers holding the bag.

Erez Levin echoes Thomas’s sentiment, emphasizing the gap between checkbox compliance and the nuanced reality of ad targeting. “Buyers check a targeting box that says ‘In-stream’ and believe they’ve done all that was needed,” he laments. This checklist approach to ad buying, where the pursuit of metrics like viewability and completion rates overshadows the quest for genuine engagement and impact, reveals a chasm between the promise of digital advertising and its delivery.

David Kohl, not to be outdone, takes a broader view, critiquing the very foundations upon which the programmatic supply chain is built. “We’ve thrived on cheap reach,” he declares, decrying the reliance on “vanity metrics that are meaningless.” Kohl’s critique cuts to the heart of the issue: the disconnection between what brands pay for media and the actual value they receive. MFA sites, in his view, are not just a symptom but a manifestation of this deeper malaise—a “value suck” that promises cheap CPMs but ultimately delivers nothing but inflated CPAs and dismal ROAS. “Period. Full stop,” he concludes, a mic drop in the midst of an industry-wide reckoning.
Indeed, as Chris Kane once pointed out, the architects behind these sites are merely echoing the advertiser’s chorus for low-cost, eyeball-grabbing ad placements amidst genuine human traffic. Sure, the content they peddle might be as enriching as a diet of fast food, and their layouts as cluttered with ad monstrosities as a hoarder’s living room. Yet, these MFA domains thrust the ad tech sphere into the uneasy role of both arbiter and executioner, tasked with discerning between the letter of the law and the spirit of digital engagement.

Jay Friedman, in a moment of introspection, hints at an uncomfortable truth lurking beneath the surface. “The people who pay the people would rather the people not know what the people watching the people are doing,” he muses, alluding to a cycle of ignorance and complicity that fuels the MFA ecosystem. This statement, cryptic yet clear, shines a light on the obfuscation and denial that pervade discussions around digital advertising’s efficacy and ethics.

And so, the conversation spirals, from the practicalities of site refresh rates to the nuances of in-stream versus outstream video ads, each contribution adding another layer to this intricate tapestry of digital advertising woes. The industry stands at a crossroads, confronted by the dual specters of efficiency and ethics.

 As the dialogue unfolds, it becomes clear that the path forward is not through denial or obfuscation but through confronting the uncomfortable truths laid bare by these digital soothsayers. 

The challenge is not just to navigate these super dirty murky waters but to chart a course towards a future where transparency, integrity, and genuine value reign supreme in the digital advertising realm.

How Fred Godfrey is Making Ad Breaks the New Happy Hour

By
Pesach Lattin
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0

Let’s cut to the chase: Fred Godfrey is not your garden-variety tech mogul droning on about disruption. 

Oh no, he’s the mastermind behind Origin, a company that’s doing to traditional TV advertising what smartphones did to those ancient relics we called “flip phones.” And in the spirit of true innovation, his journey to ad tech stardom was anything but orthodox.

Picture this: A world where digital advertising isn’t just a necessary evil, but an art form. That’s the gospel according to Fred, our protagonist in this saga of screens big and small. Before he became the trailblazer we’re gabbing about, Fred was weaving through the maze of media like a digital Theseus, minus the Minotaur but facing beasts of another kind—market complacency and creative stagnation.

His transition from the old-school charm of print and broadcast to the wild west of Connected TV (CTV) wasn’t just a leap—it was a quantum jump. Think less “one small step for man” and more “one giant leap for mankind,” with less lunar dust and more pixels. This wasn’t just about changing lanes; it was about building a whole new highway.

So, what drove Fred to embark on this journey? Was it divine inspiration? A midlife crisis? No, it was something far more compelling: the realization that the world of advertising was ripe for a revolution. And not the kind that comes with pitchforks and torches, but with algorithms and user engagement metrics. In a realm where many were content to play it safe, Fred looked at the burgeoning landscape of CTV and saw a canvas untouched by the genius of true innovators.

The early days at Origin were akin to setting sail on uncharted waters, with Fred as the captain of a ship navigating through storms of skepticism and waves of doubt. The challenge? Convincing the Davy Jones’ Locker of advertisers that there was treasure beyond the traditional, that CTV wasn’t just another blip on the radar but the X marks the spot for the future of advertising.

In this odyssey of innovation, Fred’s personal journey from the genteel shores of traditional media to the bustling metropolis of ad tech reflects a broader narrative of transformation within the industry. It’s a testament to the power of vision, the relentless pursuit of change, and the unyielding belief that the future of advertising lies not in interrupting the viewer experience, but in enhancing it.

As we dive deeper into Fred’s story, remember: this isn’t just about the birth of a company. It’s about the rebirth of an industry. Fred didn’t just join the ad tech game; he’s on a mission to redefine it. And if there’s one thing we know about pioneers, it’s that they don’t follow maps—they draw them.

Fred Godfrey doesn’t just dance to the beat of his own drum; he’s composing symphonies that could make Mozart look up from his piano. In a digital age where audiences have the attention span of a goldfish with amnesia, Fred’s concocting strategies with the allure of a siren’s call, minus the shipwrecking part.

Let’s be real: the digital landscape is cluttered with more ads than a New York City subway car. But here’s where Fred, the Houdini of ad tech, works his magic. He doesn’t just want to capture attention; he aims to enchant, to mesmerize, to hold the viewer in a spellbound trance where they forget they’re even watching an ad. It’s like turning water into wine, if the water was unsolicited ads and the wine, well, delightful content you never knew you needed.

In this brave new world, Origin isn’t just playing the game—they’re changing the rules. With Fred at the helm, they’re merging creativity with technology in ways that would make even the most cynical Silicon Valley execs raise an eyebrow in intrigue. It’s not about bombarding viewers with ads; it’s about wooing them, about creating a digital courtship where each ad feels like a love letter, not a bill collector’s notice.


Now, onto the pièce de résistance of Fred’s master plan: transforming ad breaks from dreaded interruptions into captivating intermissions. Imagine, if you will, an ad break that doesn’t send you scrambling for the remote or diving for your phone. With Origin’s Slingshot product, Fred is redefining the very fabric of advertising downtime. It’s like finding a secret garden in the middle of a desert—a refreshing oasis of content that doesn’t just demand attention but rewards it.

Slingshot isn’t just a tool; it’s a revolution disguised as innovation. It’s about making ads that don’t feel like ads; it’s about storytelling that doesn’t interrupt but enhances. Fred’s vision is so audacious, it’s like he’s trying to turn Mordor into the Shire, one ad break at a time. And the best part? It works. It’s drawing viewers back in, making them lean forward, whispering, “Wait, there’s more,” in an era where “more” is often the last thing anyone wants.

Under Fred’s guidance, Origin is not just navigating the stormy seas of digital advertising; they’re calming the waters, making the ad break an island of engagement in a sea of content. It’s a bold move, transforming the ad break from a penalty box into a VIP lounge, where viewers aren’t just tolerated but celebrated.

In essence, Fred Godfrey isn’t just playing chess while everyone else plays checkers. He’s flipping the board entirely, introducing a game so innovative, so engaging, that we can’t help but pay attention. With a mix of creativity, technology, and sheer audacity, he’s not just setting trends; he’s crafting a future where ads aren’t just seen but sought after. And in this future, we’re all eagerly tuning in, captivated by what comes next.

In the rollercoaster world of Connected TV (CTV), Fred Godfrey is riding shotgun, hands in the air, screaming “Bring it on!” like a digital daredevil. But let’s not sugarcoat it—this ride has its fair share of loop-the-loops and hairpin turns. The hurdles? They’re less like minor speed bumps and more like the Great Wall of China, if it were made of digital code and legacy thinking.

Market fragmentation? It’s the wild, wild west out there, and Fred’s not just a cowboy; he’s the sheriff, rounding up the stray cattle of viewer attention with the finesse of a seasoned wrangler. But here’s the twist: as CTV hits its awkward teen years, complete with voice cracks and unpredictable growth spurts, the challenge isn’t just corralling audiences; it’s doing so without stepping on the toes of privacy or coming off as the creepy uncle of advertising.

Enter the education piece. Fred’s not just pioneering; he’s teaching, guiding legacy holding companies through the digital transformation like a sherpa leading climbers up Everest. It’s a steep climb, but Fred’s equipped with the gear—innovation, insight, and a sprinkle of irreverence. This is the balancing act of introducing groundbreaking techniques while ensuring the CTV landscape doesn’t morph into a dystopian free-for-all, where the viewer’s choice is an illusion, and the ad experience feels like a trip to the DMV.


Fred Godfrey is less a prophet and more a wizard when it comes to the future of advertising. He’s not reading tea leaves; he’s mixing potions, concocting a brew where ads aren’t just tolerated but embraced, where content and commerce waltz so seamlessly it’s like they were always destined to tango.

Interactive ads? They’re not just coming; they’re here, transforming passive viewers into active participants. Fred sees a horizon where ads are less about interrupting your binge-watching session and more about enhancing it. Imagine diving into a virtual store within your favorite show, spending more time exploring than you ever thought possible. It’s like Alice tumbling down the rabbit hole, if Alice was a viewer and Wonderland was a meticulously crafted ad experience.

And here’s where Fred’s philosophy shines brightest: storytelling at the heart of advertising. In a world obsessed with data points and targeting metrics, Fred’s rallying cry is to remember the art of the narrative. Ads, according to him, should be less about the hard sell and more about the soft whisper, enticing viewers with stories that resonate, that stir something within, beckoning them closer like a campfire in the dark.

This isn’t just advertising; it’s artistry. It’s not just selling; it’s story-telling, where the viewer’s engagement is not bought, but earned. Fred’s vision for the future is one where content and ads are so intertwined, so symbiotic, that distinguishing between the two becomes an exercise in futility. In this future, ads don’t disrupt the experience; they are the experience.

Now, let’s peel back the curtain on Fred Godfrey, the man who could probably sell ice to Eskimos but chooses to revolutionize TV advertising instead. Beyond the pixels and code, what tickles Fred’s fancy? Photography, folks. But not just any photography—Fred’s lens captures the world from the macro to the urban jungle, a hobby that perhaps sharpens his ability to see the bigger picture in ad tech, framing challenges as opportunities and snapping solutions in high definition.

This isn’t your run-of-the-mill CEO hobby like golf or collecting wine. No, Fred’s fascination with the infinitesimal details of macro photography mirrors his approach to advertising: focus on the little things, and the big picture will come into glorious focus. It’s this eye for detail that allows him to transform the mundane ad break into a masterpiece of viewer engagement.

Transitioning from the quaint charm of the UK to the bustling streets of New York, Fred’s journey sounds like a modern Dickens novel, but with less gruel and more grit. His biggest culture shock wasn’t the skyscrapers or the pace, but the sheer scale of opportunity—and the portion sizes. The man learned to run in the city that never walks, embracing the “why not?” attitude that defines the American Dream, super-sized dreams included.

Fred Godfrey stands out like a beacon of humanity. For Fred, running Origin isn’t just about disrupting the ad space; it’s a profound responsibility to those who’ve hitched their wagons to his star. This isn’t some Silicon Valley “move fast and break things” mantra. No, Fred’s leadership style is more “move thoughtfully and build bridges”—bridges that span the gap between innovation and ethical responsibility.

Hearing Fred talk about his team is like listening to a proud parent at a PTA meeting. It’s not just about leading; it’s about caring, nurturing—a far cry from the cold, calculating image of tech leaders we’re spoon-fed by the media. In Fred’s universe, employees aren’t cogs in a machine; they’re co-authors of the Origin story, each with their own narrative arc.

Echoing sentiments that would make other founders nod in solemn agreement, Fred articulates a vision of leadership that’s as refreshing as it is rare. In an industry often criticized for its cutthroat culture, Fred’s ethos is a reminder that at the heart of every tech revolution, there’s a human revolution, quietly unfolding.

To cap it off, if Fred could text his past self, he’d probably say, “Don’t be naive, but don’t lose your idealism either.” It’s a reminder that while the ad tech world might be fraught with pitfalls and predators, navigating it with integrity isn’t just possible—it’s the only way to truly leave a mark.

As we close the book on our chat with Fred Godfrey, it’s clear this isn’t just another tech tale. It’s a narrative rich with innovation, yes, but also with humanity, responsibility, and a dash of irreverence. Fred’s not just building a company; he’s crafting a legacy, one thoughtfully placed brick at a time. And as for the rest of us? We’re just lucky to be along for the ride.


And there you have it, folks, the end of our whirlwind tour through the mind of Fred Godfrey, a man who treats advertising like Picasso treated a canvas—boldly, disruptively, and with a smidge of mischief. From turning ad breaks into coveted content to championing a leadership style that’s more human than algorithmic, Fred’s narrative is not just compelling; it’s downright inspirational.

So, what have we learned from our tête-à-tête with the ad world’s enfant terrible? That innovation isn’t just about the next shiny thing. It’s about reimagining the mundane, turning the ad landscape from a digital desert into a lush oasis where content and commerce coexist in harmony. Fred doesn’t just walk the line between genius and madness; he tap-dances on it, all while juggling fire.

But beyond the tech talk and visionary verve, Fred’s story is a timely reminder that at the heart of every industry upheaval, there’s a pulse—a human element that often gets lost in the cacophony of clicks and conversions. His approach, blending ethical leadership with groundbreaking creativity, serves as a beacon for all those navigating the choppy waters of the digital age.

In a world where cynicism is cheap and optimism is often met with a raised eyebrow, Fred Godfrey stands as a testament to the power of belief—not just in technology, but in people. His journey from photographing the minutiae to magnifying ad engagement on the biggest screens speaks volumes about looking closer, thinking deeper, and leading with a heart as open as his mind.

So, as we cue the outro music on this saga of innovation, let’s tip our hats to Fred Godfrey, a man who could probably sell refrigerators to Eskimos but chooses instead to warm our hearts with his blend of creativity, conviction, and a healthy dose of cheek. In the digital ad space, where the next big thing is always around the corner, Fred reminds us that sometimes, the most revolutionary act is to simply be human.

Until next time, keep your ads engaging, your spirits high, and, above all, your storytelling compelling. Because in the end, whether you’re selling ideas or ice cream, it’s all about the connection. And if Fred Godfrey has taught us anything, it’s that the strongest connections are those that touch us, teach us, and occasionally, tickle us.

AdTech’s Virtuous Crusader: Drew Stein’s Audigent Revolution

By
Pesach Lattin
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0


So, ad tech often feels like a byzantine maze of acronyms and fleeting digital footprints but Drew Stein of Audigent emerges not just as another player but as the genre’s latest virtuoso. On a recent episode of the ADOTAT Show, hosted by none other than Pesach Lattin, Stein dives deep into the mechanics and ethos driving Audigent, a company that’s much more than its parts suggest. Here’s a revelatory look into the conversation, where Stein’s words serve as both a blueprint and a manifesto for the future of advertising.

From the outset, Stein’s enthusiasm is palpable. “I’m so well, Pesach. Thank you for having me here,” he starts, setting the stage for a discussion that’s as much about the nuts and bolts of ad tech as it is about vision and philosophy. He lauds the platform for its contribution to the ad tech dialogue, a compliment that both acknowledges Lattin’s role and underscores the mutual respect driving the industry’s forward-thinkers.

Stein’s journey from a finance background into the throes of ad tech is not just a career pivot but a testament to his belief in the transformative power of data. He paints a vivid picture of Audigent’s genesis – a tale of innovation borne out of frustration with the status quo and a relentless pursuit of something better. “We knew we weren’t a DMP… We wanted to be a next-gen 2.0 DMP. We were going to rewrite the rules,” he shares, capturing the essence of Audigent’s ambition.

The dialogue then shifts to the heart of Audigent’s differentiation: curation. Stein’s explanation is a masterclass in simplicity, distilling complex processes into digestible insights. “Curation is simply putting data through the supply path… It opens up the door to a new treasure chest of opportunity,” he elucidates, illustrating how Audigent is pioneering a paradigm shift in how data interacts with the ad supply chain.

Stein’s discourse on the transition from a planned DMP to a groundbreaking curation company is both a narrative and a nod to the industry’s dynamism. The mention of Greg Williams, who helped Stein see Audigent’s true potential, serves as a reminder of the collaborative spirit that propels ad tech forward.

As the conversation deepens, Stein delves into the technical prowess behind Audigent, highlighting its RTDP (Real-Time Data Protocol) integrations, or as they whimsically call it, R2D2 integrations. This innovation, he points out, is a game-changer, enabling real-time decision-making that’s light-years ahead of traditional methods. The discussion on dynamic pricing further illuminates Audigent’s approach, showcasing a model that’s both efficient and attuned to the fluid nature of digital advertising markets.

Yet, it’s not just about the technology or the business model. Stein’s reflections on the broader implications of ad tech for society capture the existential weight of the industry’s endeavors. “We’re talking about the free internet at this point,” he asserts, tying Audigent’s mission to the larger battle for an open, accessible online ecosystem. This vision for a virtuous ad tech landscape, where innovation and integrity coexist, is a rallying cry for the industry at large.

Drew Stein stands out not just for his disruptive tech but for wielding a moral compass in an industry often criticized for lacking one. “So, oh, there’s no doubt. When you think about our mission, when you think about not just clean intelligent data, but that we use the word virtuous, it’s a very specific word,” Stein tells Pesach Lattin on the ADOTAT Show. This isn’t just tech talk; it’s a crusade for a cleaner, more ethical digital realm where everyone from the consumer to the publisher doesn’t just survive but thrives.

Stein, who was once told he was too nice for the rough-and-tumble world of ad tech, has turned that supposed vulnerability into his company’s most formidable asset. “I truly believe that this is the moment where the good guys do win. Being virtuous is the only path forward if you want to be successful in this business,” Stein asserts with the kind of confidence that would make even the most jaded Silicon Valley veterans sit up and take notice. It’s a refreshing narrative in an era where cynicism often reigns supreme.

As for the advice he’d beam back to his younger self, embarking on the ad tech odyssey? “I would just tell myself to stay the course,” Stein reflects. And staying the course has led him to helm an enterprise that’s as much about moral integrity as it is about market innovation. In the soap opera that is ad tech, Stein’s Audigent is scripting a new narrative, one where being “too nice” translates to being ahead of the curve. It’s a lesson in how enduring values can pave the way for enduring success. Stein’s journey is a testament to the power of ethical leadership in transforming the digital landscape — a message as clear and compelling as any product his company offers.

We are aften quick to compartmentalize and label, yet Drew Stein and Audigent stand out as harbingers of a new era in advertising. Their story, as unpacked in this invigorating dialogue with Pesach Lattin, is not just about data, technology, or even advertising.

 It’s about the power of vision, the importance of integrity, and the unyielding belief that, even in the cutthroat realms of ad tech, being virtuous is not just possible – it’s imperative. 

As the digital landscape continues to evolve, Stein’s journey from being “too nice” to a pioneering CEO embodies the essence of innovation driven by purpose, a beacon for all who believe in the transformative power of ad tech done right.

Retail Networks’ Dirty Little Secret: Driving Traffic to Digital Dumpsters

By
Pesach Lattin
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0

As the digital advertising ecosystem tries to navigate its way through the murky waters of Made-For-Advertising (MFA) sites, it seems we’re witnessing a classic case of the industry biting its own tail – and not in a cute, puppy-chasing-its-tail way, but more like a horror movie where you’re screaming at the screen, “Don’t go in there!” 

Yet, they keep on going. 

The recent exposé by Adalytics throws a glaring spotlight on the ugly truth that, despite loud proclamations and supposed crackdowns, MFA sites are not just surviving; they’re thriving, like cockroaches at a breadcrumb festival.

Here’s the tea: hundreds of major brands, those household names we love and spend our hard-earned money on, are still being duped into serving ads on these spammy, bottom-of-the-barrel websites. And who’s the Pied Piper leading them into this digital quagmire? 

Look no further than the ad-tech firms, with a notable tip of the hat to The Trade Desk, who seems to be the only one not playing the tune – or at least, Adalytics didn’t catch them at it.

What’s the big deal with MFA sites, you ask? Picture this: websites so crammed with ads that you can barely find the “content” (using the term loosely here), which is about as unique and engaging as a wet cardboard box. They’re the digital equivalent of those shady pop-up stores selling knock-off sunglasses and suspiciously cheap electronics. Except, in this scenario, the sunglasses are ads, and the electronics are clicks. And just like those pop-up stores, they’re not designed to last or provide value but to make a quick buck before vanishing into the ether.

So, who’s at fault here? It’s like a whodunnit where everyone’s pointing fingers at everyone else. The brands are up in arms, feeling betrayed by the very system supposed to safeguard their image. Meanwhile, the ad-tech firms, SSPs, and DSPs are playing a high-stakes game of Hot Potato with the blame. “Not it!” they cry, as they scramble to announce new tools, initiatives, and partnerships designed to combat the issue – or at least give the appearance of doing so.

Diving into this tangled web, let’s zero in on the real issue of the MFA saga: retail media networks. Oh, the irony! Positioned as the golden children of digital advertising, these networks are, in fact, some of the biggest culprits driving traffic to MFA sites. It’s like finding out your health food is packed with hidden sugars. And here we were, thinking we were on the path to purity and transparency. The truth is, these networks are about as clear as mud when it comes to where your ads are ending up. It’s a classic case of “Do as I say, not as I do,” with big names in retail playing both sides of the field. They promise visibility and control but deliver a wild goose chase around the MFA merry-go-round.

And then there’s frequency capping – or should I say, the lack thereof. It’s like the Wild West out there, with ads blasting away with no sheriff in town to lay down the law. The Adalytics report throws down the gauntlet, challenging the very notion that frequency capping even exists in the realm of MFA. It’s akin to trying to enforce a speed limit on the Autobahn; those ads are going to keep coming at you, fast and furious, with no end in sight. This relentless barrage isn’t just annoying; it’s about as cost-effective as lighting cigars with hundred-dollar bills. The advertisers’ quest for cheap reach turns into an epic fail, as they shell out Super Bowl-sized budgets for the digital equivalent of shouting into a void.

As for the white knights of the story, those private marketplace deals touted as the MFA slayers? Well, it turns out they’re not wielding Excalibur after all. More like bringing a butter knife to a gunfight. Despite the fanfare, PMPs are no match for the cunning of MFA sites, which continue to slip through the cracks with the ease of a greased-up Houdini. The Adalytics report doesn’t mince words here, showcasing example after example of how these so-called solutions are more Band-Aid than bulletproof. And with every MFA ad served, the industry’s credibility takes another hit, leaving marketers to wonder if their quest for the Holy Grail of ad spend efficiency is nothing but a fool’s errand. But hey, at least we’ve identified The Trade Desk and Walmart DSP as the rare unicorns in this fable, seemingly immune to the MFA scourge. Let’s give them a round of applause, folks – or better yet, a standing ovation.

But let’s be real: this isn’t a problem that popped up overnight. It’s a festering wound that the industry has been content to slap a band-aid on, hoping no one would notice the gangrene setting in. And every time a new study or report (cue Adalytics, riding in like the digital advertising world’s Batman) reveals the extent of the issue, there’s a flurry of activity, a cacophony of promises, and then… what? We’re right back where we started, with ads for prestigious brands nestled cozily next to the digital equivalent of a three-card monte game.

It’s a circus, folks – and not the fun kind with clowns and cotton candy. It’s the kind where you leave feeling a little lighter in the wallet and a lot heavier in existential dread. The ad industry needs to do more than just talk a big game; it needs to fundamentally reevaluate its priorities, practices, and partnerships. Because at the end of the day, if your ad spends more time in the company of digital riff-raff than reaching actual potential customers, maybe it’s time to admit you have a problem.

So, here’s a novel idea: How about we stop making it rain for these MFA sites? Let’s demand more than just lip service from the powers that be. It’s time for advertisers, agencies, and ad-tech firms to put their money where their mouth is – or, in this case, stop putting their money where their mouth shouldn’t be. And maybe, just maybe, we can start cleaning up this mess. Because if we don’t, who will? The cockroaches?

Browsing the Fallout: The Internet’s Best Takes on the End of Cookie

By
Pesach Lattin
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0

Picture this: a farewell party for the third-party cookie, complete with a tiny violin playing in the background as digital marketers gather around, some mourning, others secretly popping champagne. But let’s not dwell on the past.

As these digital delicacies crumble into the abyss of internet history, we’re thrust into an era where the rules of engagement in the online advertising realm are being rewritten.

Gone are the days of relying on a single, omnipotent source of truth to guide us through the murky waters of digital targeting and measurement. Instead, we’re entering a world that demands we navigate with a mix of old maps, new compasses, and a significant dose of ingenuity.

In the grand scheme of things, third-party cookies have been the glue holding together the vast, intricate tapestry of digital advertising. These tiny trackers, omnipresent yet invisible, have shaped the way businesses talk to us, learn from us, and yes, sell to us. But as major browsers like Chrome join Safari and Firefox in phasing them out, a seismic—not in the literal sense, of course—shift is underway. This transformation is not just about how ads find their way to us but fundamentally challenges how their impact is measured and valued.

This isn’t merely a eulogy for third-party cookies. It’s an exploration, a critique, and perhaps a mildly amused observation of the chaos, creativity, and sheer willpower driving the digital advertising world through one of its most significant transitions.

Through the lens of various industry voices—from the cautiously optimistic to the sky-is-falling pessimists—we’ll dive into the heart of what the cookie depreciation saga means for measurement over targeting, Google’s AI push, the skepticism and strategy dichotomy, Amazon’s stealth moves, and the marketers’ labyrinth of adapting strategies.

So, as we bid adieu to our crumbly companions, let’s embark on this journey through the cookie-less wilderness, armed with wit, wisdom, and a willingness to embrace the unknown. After all, the future of digital advertising is being written now, and it promises to be an epic tale of adaptation, innovation, and perhaps, a little bit of magic.

As we peel back the layers of the digital advertising onion, it becomes increasingly clear that the core issue at hand isn’t just the loss of a convenient targeting tool. No, the true crux of the matter, as illuminated by insights from DIGIDAY, lies in the thorny thicket of measurement. With the fading glow of third-party cookies, marketers are waking up to a morning-after reality where the once-clear path to measuring ad success is now overgrown with uncertainty. It’s not merely about figuring out who to talk to; it’s about understanding if anyone is listening.

The narrative of digital advertising’s upheaval took a compelling turn about four years ago when Google first aired its grievances against third-party cookies. The concerns were not unfounded—tracking user behavior across the vast expanse of the internet was becoming increasingly complicated, leading to fragmented data, misattribution, and a general sense of wandering in the dark with a faulty flashlight. This issue wasn’t new, as Safari and Firefox had already started their cookie clean-up operations. But with Chrome’s dominion over the browser kingdom, the stakes were higher than ever.

Enter the pivotal moment: the realization that a mere 1% reduction in cookie-based tracking was enough to send ripples of concern through the marketing community. As Nick Tiano of Making Science pointed out, this seemingly insignificant figure served as a wake-up call, a real-life experiment in what a future devoid of cookies might look like. Marketers found themselves at a crossroads, seeking new methods to track, analyze, and justify their digital ad spend without the crutch of third-party cookies.

In this new era, the industry’s focus has gradually shifted towards measurement as the bigger, bolder challenge. Jamie Sltzer of Havas Media’s CSA division captured the sentiment perfectly, emphasizing that while the market is flush with tools for activation, the solutions for accurate and reliable measurement in a post-cookie world are still in their infancy. The quest for attribution, media mix modeling, and experimental solutions has become akin to digital alchemy—transforming base data into marketing gold without the traditional ingredients.

Attribution, once a straightforward task with third-party cookies, now looms as a Herculean challenge. Marketers, however, aren’t waiting for the gods to deliver a solution. They’re reallocating resources, doubling down on media mix modeling, and exploring new frontiers like attention measurement. Yet, as Stephani Estes of Goodway Group pointed out, the end goal remains unchanged: to draw a straight line from targeted efforts to tangible outcomes, a task that’s become exponentially more complex in the absence of our crumbling cookie companions.

This shift in focus from targeting precision to the murkiness of measurement illuminates a fundamental truth: the digital advertising landscape is undergoing a transformation far more profound than many had anticipated. It’s not just about finding new ways to reach audiences; it’s about redefining success in a world where the old markers have vanished. And as we venture further into this uncharted territory, the industry’s ingenuity and resilience are put to the test, challenging marketers to invent new metrics and methodologies that can thrive in the post-cookie ecosystem.

The digital advertising ecosystem braces for the impact of third-party cookie deprecation: all eyes have turned to Google, the erstwhile champion of the online ad world. With the future of cookies crumbling, Google has stepped into the fray with a message that is part clarion call, part prophecy: the time to adapt is now, and AI is the beacon leading the way out of the darkness. This directive, as detailed by SEARCH ENGINELAND, underscores Google’s stance on the urgent need for advertisers to embrace artificial intelligence as the linchpin of their future strategies.

Dan Taylor, Google’s Vice President of Global Advertising Strategies, isn’t just nudging advertisers towards the new dawn of AI; he’s pushing them with both hands, urging immediate action. The subtext is clear: the deprecation of third-party cookies isn’t a looming event on the horizon; it’s a transformative shift already underway, and delay is tantamount to denial. Taylor’s call to arms comes amid warnings from regulatory bodies, like the UK’s Competition and Markets Authority, raising privacy concerns that could potentially stymie Google’s cookie phase-out plans. Yet, Google’s confidence appears unshaken, with Taylor assuring that the transition to a cookieless Chrome by the second half of 2024 remains on track.

However, beneath this forward-looking optimism lies a complex web of challenges and opportunities. Taylor’s advice to advertisers—to invest in AI, refine targeting practices, and revamp measurement and ad delivery strategies—paints a picture of a future where precision and consumer control coexist in harmony. But this vision is not without its critics, who question the feasibility of replicating, let alone surpassing, the capabilities of third-party cookies with AI and other technologies.

This push towards AI and the broader narrative around finding long-term cookie alternatives illuminate a pivotal moment in digital advertising. Google is positioning itself as both a harbinger of change and a guiding light towards the next era of innovation. Yet, this transition is fraught with ambiguity. The underlying message to advertisers to provide more information and control to consumers hints at a future where the balance of power shifts, where the value exchange between advertiser and consumer is more transparent and, ostensibly, more equitable.

Investing in AI, as Taylor suggests, is not just a tactical move but a strategic imperative, aiming to fill the void left by cookies with predictive capabilities that promise to usher in the next decade of digital marketing innovation. This vision of the future, where digital marketing’s precision is enhanced rather than diminished by the absence of cookies, is both ambitious and aspirational.

Google’s stance and the AI directive represent a critical juncture for the digital advertising industry. On one hand, it’s a call to action that echoes the broader industry shift towards more privacy-conscious and technologically advanced advertising mechanisms. On the other, it’s a moment of reckoning for advertisers, publishers, and tech providers alike, challenging them to navigate the uncertainties of a post-cookie world without losing sight of the core objective: delivering value to both businesses and consumers.

As we delve deeper into this narrative, it becomes apparent that Google’s directive is not just about embracing new technologies but about reimagining the foundations of digital advertising itself. The journey ahead is uncertain, but the direction is clear: adapt, innovate, and, above all, move forward with an eye towards a more sustainable and consumer-friendly future.

Then we have Jason Bier, a prominent figure in the ad tech space, offers a perspective that intertwines doubt with an undeniable push towards preparation for an uncertain future.

Bier articulates a skepticism that resonates with a segment of the industry, casting doubt on the finality and totality of third-party cookie deprecation. Despite Google’s concrete steps towards reducing cookie dependency, Bier suggests that the complete eradication of third-party cookies might be an overblown prophecy. He points to a history of delayed deadlines, legal entanglements, and a labyrinth of technical challenges as evidence that the cookie apocalypse may not unfold as swiftly or as devastatingly as some predict.

This skepticism isn’t just contrarianism; it’s rooted in a deep understanding of the ad tech ecosystem’s resilience and its capacity for innovation and adaptation.

However, this skepticism doesn’t advocate for complacency. Instead, it highlights a critical viewpoint within the broader discourse: the belief that while the landscape is indeed changing, the demise of third-party cookies might not signify an end but rather a transformation of the digital advertising toolkit.
Despite his skepticism, Bier’s commentary doesn’t shy away from the need for proactive preparation. This is where the dual outlook of skepticism and strategy becomes most evident.

The call to action isn’t to wait and watch but to actively engage with the changing ecosystem, exploring new technologies, platforms, and methodologies. The strategic outlook acknowledges the reality of a multi-channel, cookie-less future, urging marketers to expand beyond the confines of traditional cookie-based advertising.

This strategic perspective emphasizes diversification, advocating for investments in a broad array of advertising technologies and platforms. From exploring the potential of first-party data to harnessing the power of AI and machine learning for predictive modeling, the strategy involves a holistic approach to digital marketing. It recognizes the increasing importance of direct relationships with consumers, the rising relevance of privacy-compliant targeting solutions, and the necessity of agile, adaptable campaign strategies.

Moreover, the strategic outlook underscores the importance of preparing for an advertising ecosystem that prioritizes transparency, consumer privacy, and data ethics. It’s a call to rethink engagement strategies in a way that respects consumer preferences while delivering personalized, impactful advertising experiences. The focus shifts from a narrow obsession with cookie-based targeting to a broader vision for sustainable, effective marketing in a rapidly evolving digital landscape.

A new player emerges from the shadows with a stealthy maneuver that could potentially redefine the battleground: Amazon. With its project ID++, Amazon is not just entering the fray; it’s bringing its own arsenal to the fight for the future of online advertising. This move, as highlighted by eMarketer, underscores the tech giant’s ambition to carve out a significant niche within an identity-restricted world, signaling a direct challenge to Google’s dominance and offering a glimpse into a post-cookie digital ecosystem.

Amazon’s foray into the post-cookie landscape with ID++ represents a bold step towards shaping the future of digital advertising. Initially hinted at through job listings that quickly disappeared as if part of a covert operation, ID++ has been described as a next-generation suite of products and services aimed at propelling Amazon’s ad solutions forward in an era where traditional identifiers like third-party cookies are fading away. This initiative signifies Amazon’s commitment to innovating within the constraints of increasing privacy regulations and changing consumer expectations.

Amazon’s approach with ID++ is poised to introduce a novel paradigm in targeting and measurement, promising advertisers an alternative that could potentially offer more granular and precise audience engagement strategies without infringing on privacy norms. By leveraging its vast troves of first-party data, Amazon aims to build addressability models that not only comply with privacy standards but also enhance the effectiveness of digital advertising in a cookie-less world.

The significance of Amazon’s entry into this space cannot be overstated. As third-party cookies become a relic of the past, the digital advertising industry is in dire need of solutions that can navigate the delicate balance between personalization and privacy. ID++ could represent just such a solution, offering a beacon for advertisers searching for viable paths forward.

Amazon’s stealthy maneuver with ID++ has far-reaching implications for the digital advertising ecosystem. It introduces a potential competitor to Google’s Privacy Sandbox, presenting an alternative vision for the future of online advertising. If successful, ID++ could not only bolster Amazon’s position as a dominant force in digital advertising but also catalyze a shift in how advertisers, publishers, and tech platforms approach the challenges of targeting and measurement in a post-cookie environment.

Moreover, the introduction of ID++ into the market highlights the ongoing fragmentation and innovation within the digital advertising space. Just as the video ad landscape saw a proliferation of measurement standards and platforms following Nielsen’s accreditation issues, the digital advertising sector may witness a similar diversification of solutions and standards. This fragmentation could lead to a more competitive, albeit complex, ecosystem where multiple identity solutions vie for dominance, each with its own approach to balancing targeting efficacy with privacy considerations.

As Amazon makes its stealthy maneuver with ID++, the digital advertising community watches with bated breath. The potential for ID++ to alter the dynamics of online advertising is immense, offering a glimpse into a future where innovation and privacy go hand in hand. However, the success of Amazon’s initiative, and its impact on the broader ecosystem, will depend on a multitude of factors, including advertiser adoption, consumer reception, and regulatory approval.

What is clear, though, is that Amazon’s move signifies a critical juncture in the evolution of digital advertising. As the industry navigates through the challenges of cookie deprecation, initiatives like ID++ serve as testaments to the relentless pursuit of solutions that honor consumer privacy while ensuring that the digital world remains a vibrant space for advertisers to connect with their audiences. The stealthy maneuver by Amazon is not just about introducing a new product; it’s about setting the stage for the next act in the digital advertising revolution.

Let’s be clear: the digital landscape is morphing at warp speed, and if you’re not paying attention, you might as well be advertising on a billboard in the middle of a desert.

The deprecation of third-party cookies isn’t just a plot twist; it’s a complete genre shift for digital marketing. And here’s where it gets interesting, reminiscent of a moment when technology and privacy collide in a drama worthy of prime time. Marketers, once reliant on the silent workhorse of third-party data, now find themselves navigating a terrain that’s less “Mad Men” and more “Black Mirror.”

In this new era, the emphasis on first-party data isn’t just a strategy—it’s a survival mechanism. Marketers are akin to squirrels before winter, scrambling to collect and hoard every piece of valuable consumer data they can get their hands on, all while staying on the right side of privacy laws that are as forgiving as a Game of Thrones character.

The industry’s pivot toward technologies like AI and machine learning isn’t just a fad—it’s a full-on arms race. These aren’t your garden-variety algorithms; they’re the wizards behind the curtain, conjuring up consumer insights from seemingly thin air. The catch? These wizards demand a new kind of currency: vast quantities of quality data, clear strategic vision, and a dash of boldness to experiment on platforms that have yet to prove their full value.

So, as we bid a not-so-tearful goodbye to our crumbly companions, we embark on a journey not just through the cookie-less wilderness but into the heart of creativity itself.

This isn’t merely the end of an era; it’s the beginning of a new chapter in digital storytelling, where the markers of success are rewritten, and the future of advertising is as open and unpredictable as the internet itself. With a cocktail of skepticism, strategy, and a sprinkle of magic, the stage is set for a tale of adaptation and innovation.

Here’s to the marketers, the mad scientists of the digital age, charting a course through uncharted waters with nothing but their wits and a willingness to embrace the unknown.

After all, in the world of digital advertising, the future isn’t just unwritten—it’s waiting to be hacked.

Spy Games: How Congress Is Tackling the TikTok Privacy Puzzle

By
Pesach Lattin
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0

This useless Congress is at it again: but this time they’re coming for the data brokers with a vengeance. Yeah, you heard it right. The House Energy and Commerce Committee is swinging the legislative bat with a bill that’s got “Don’t mess with American data” written all over it.

Picture this: Cathy McMorris Rodgers and Frank Pallone, Jr. stepping up to the plate, bipartisan bats in hand, ready to crack one out of the park against foreign adversaries getting their hands on our “sensitive” info. They’re not just aiming for the fences; they’re looking to keep China, and its pals, from turning our apps into their personal spy networks.

Enter the Protecting Americans’ Data from Foreign Adversaries Act, or as I like to call it, “The You-Can’t-Have-Our-Numbers, China” Act. This baby defines data brokers as those shady dealers trading in your personal secrets, originally collected by someone else. We’re talking the full monty here: your social security number, where you hang out, your face prints, and even your late-night online escapades.

And just when you thought it couldn’t get more cloak-and-dagger, along comes another bill with TikTok squarely in its sights. Because why stop at data brokers when you can go after the apps themselves? This one’s saying to app stores and internet hosting services, “Think twice before you let TikTok dance into our phones.” It’s a one-two punch aimed at protecting Americans from foreign adversary-controlled applications. ByteDance, TikTok’s parent company, is probably not thrilled.

Now, what does this all mean moving forward? First off, we’re seeing a full-blown turf war over data privacy and national security. These bills aren’t just legalese; they’re a message loud and clear that the U.S. is putting its foot down on foreign snooping. The FTC’s got its work cut out, enforcing these rules, and data brokers along with apps like TikTok are on notice.

But let’s peel back the onion here. This isn’t just about keeping our data safe from foreign eyes. It’s a chess move in the grand scheme of global tech dominance. With every piece of legislation, we’re drawing battle lines in the silicon, signaling to China and others that the U.S. is serious about safeguarding its digital frontier.

So, hold onto your digital hats, because the landscape of online privacy and international tech tussles is about to get a whole lot more interesting. And remember, in this digital age, your data is your armor. Don’t give it away without a fight.

Slootman Bows Out, Ramaswamy Dives In: Snowflake’s Game of Thrones

By
Pesach Lattin
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0

Where to begin in the tech industry’s latest episode of “As the Snowflake Turns”? It’s a narrative so rich with drama and anticipation, it could very well be the pilot for Silicon Valley’s newest reality TV obsession. In the latest twist, Snowflake, the cloud computing darling that’s been dazzling Wall Street and Silicon Valley alike, decided it was time for a change at the top.

Yes, folks, Frank Slootman, the CEO who could seemingly do no wrong, is hanging up his executive hat but not before ensuring it’s passed to a successor with a story so intriguing, you couldn’t make it up if you tried.

Enter Sridhar Ramaswamy, a man who once presided over Google’s vast empire of ads, controlling the streams of digital gold that flow through the internet. But, in a plot twist worthy of a daytime Emmy, Ramaswamy had a change of heart. Disenchanted with the ad-supported model that made him a star at Google, he ventured forth to create Neeva, a David aiming a slingshot at the Goliath of ad-supported search engines. And in a move that can only be described as Silicon Valley serendipity, Snowflake, in its insatiable appetite for innovation, acquired Neeva, bringing Ramaswamy into its fold.

This leadership transition is not just a changing of the guard; it’s a clear signal that Snowflake is not content to rest on its laurels. With Ramaswamy at the helm, we’re poised to see a company once celebrated for its data warehousing prowess dive headfirst into the murky waters of ad tech and AI, with a leader who’s already taken a stand against the status quo.

And let’s not gloss over the drama of Snowflake’s latest earnings call, where amidst the revelry of a 32% revenue jump, they served us a cold dish of conservative guidance for 2024. It’s like throwing a lavish dinner party and then telling your guests to lower their expectations for dessert. Investors, predictably, responded with a collective shudder, sending shares into a downward spiral.

But for those of us watching from the sidelines, this is more than just a financial hiccup; it’s a tantalizing cliffhanger. Snowflake has been a force of nature in transforming cloud computing and data analytics, making significant inroads into ad tech and mar tech sectors. Their acquisition of Samooha and now the Neeva gambit under Ramaswamy’s leadership suggest a bold strategy to redefine their playing field.

What we’re witnessing is not just a corporate reshuffle; it’s a strategic pivot that could redefine how companies leverage cloud computing and data analytics in the ad tech space. With Ramaswamy, Snowflake is signaling its intent to not just participate in the market but to challenge the very foundations it’s built on.

So, as we sit back and watch this saga unfold, one can’t help but be captivated by the potential for disruption. Snowflake, under Ramaswamy’s guidance, is poised to not just shake up the snow globe but to shatter it entirely, setting the stage for a new era of innovation and competition. The question now is not if but how profoundly Snowflake will transform the landscape. As always, the tech world waits with bated breath for the next episode to unfold, popcorn in hand, because in the world of Silicon Valley, the only constant is change—and the occasional corporate drama that’s as entertaining as it is transformative.

Apple Gets a $2 Billion Wake-Up Call: Pocket Change or Reality Check?

By
Pesach Lattin
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0

Oh, look at Apple, stumbling into a bit of a mess, haven’t they? Hit with a whopping $1.95 billion “oopsie” fine by the EU, it appears the tech behemoth got busted for playing a bit too fast and loose with the rules of fair play. When you’re raking in a staggering $383 billion, though, a $2 billion fine is just a drop in the bucket. Yet, we can’t help but watch the drama unfold with a bag of popcorn in hand, can we?

The whole shebang got rolling with Spotify tattling on Apple for being the App Store’s snobby gatekeeper, shunning any music subscription service that dared to undercut its prices. Picture Apple as the snooty kid in the playground, decreeing that if you’re not buying their pricey juice, you’re gonna be left parched.

Enter the EU’s Digital Markets Act, strutting in like it owns the place, ready to tell Apple the fun and games are over. Time to play nice and share the toys. The DMA isn’t just a polite tap on the shoulder; it’s more like a wrecking ball aimed right at the plush, cushy world of Big Tech, hinting at the end of their “it’s my way or the highway” reign.

Apple, ever the drama queen, is of course prepping to challenge this fine, because why wouldn’t they? Brace yourself for a legal showdown that’s going to drag on like the most overwrought TV drama, complete with Apple’s top brass pacing, fretting, and issuing vague press statements that really say nothing at all.

But let’s zoom out for a moment. This isn’t just about Apple or a fat fine they could probably fish out from under their sofa cushions. This is a peek into a future where the European Union is rolling up its sleeves, ready to get tough with the tech titans. The Digital Markets Act is stepping into the arena, and it’s not here to exchange pleasantries. It’s here to stir the pot, to tear down the ivory towers these tech giants have built around themselves.

And in a move that’s almost laughably preemptive, Apple’s begun to crack open its iOS fortress to rival app stores, even before the DMA’s rules kick in. It’s like watching the playground tough guy willingly hand over his lunch money without a fight. This early concession to the EU’s looming regulations is a clear sign that change is in the air.

So, is the DMA the harbinger of a new era? One where the unassailable walls around the tech industry’s heavyweights start to tumble? It’s a bit too soon to tell, but one thing’s for sure: the ground beneath the tech world is shifting. And Apple, with its mountain of cash and army of attorneys, is smack dab in the middle of it all. Welcome to the brave new world of tech regulation. Strap in; it’s going to be a wild ride, but hey, at least it won’t be dull.

Shattering Myths: How Greg Stuart Plans to Rescue Marketing from Its Own Madness

By
Pesach Lattin
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0

In the digital marketing arena, where change is the only constant, distinguishing visionary foresight from fleeting trends is akin to navigating a minefield. This is the backdrop against which I engaged Greg Stuart, the CEO of MMA Global, in a candid discussion. Our aim? To dissect the present and future of digital marketing, peeling back layers of hype to reveal the core truths.

Greg Stuart, with his trademark blend of insight and wit, didn’t mince words. “What’s the difference between real and bullshit? Is that it?” he quipped when I prodded about the industry’s penchant for trend-hopping. It was a moment that underscored the challenge at hand: in an age where everyone claims to be a prophet, how do we sift through the noise?

Stuart pointed out a pervasive issue, hinting at marketers’ own contributions to the industry’s turbulence. “Marketers just don’t know enough about the basics,” he observed, laying bare a fundamental flaw. It’s a candid admission that MMA Global, under Stuart’s stewardship, seeks to address by “trying to save marketing for marketers.” This mission, as Stuart articulated, revolves around building a new future for marketing—one grounded in understanding and authenticity, rather than fleeting trends.

Greg Stuart’s mission with MMA Global is ambitious yet grounded. “We’re focused on trying to make sure that the foundation of how we operate is better,” he explained. This approach, aimed at rearchitecting the future of marketing, suggests a departure from the industry’s often myopic focus on immediate gains. Stuart’s reflections on the past underscored a critical insight: marketers have been their own worst enemies, a cycle MMA Global is determined to break.

As our conversation unfolded, Stuart’s vision for MMA Global became clear: a beacon for an industry at a crossroads, championing the cause of informed, ethical marketing. His critique of the industry’s past mistakes—particularly the neglect that led to increased government scrutiny—served as a powerful call to action. “If we had just sat down ten years ago and actually cared about what was going on, we could have prevented all the government intrusion,” Stuart mused, a sentiment that resonates deeply in today’s regulatory climate.

Often in our industry, the line between groundbreaking strategies and mere fads is as thin as a webpage pixel, Greg Stuart stands as a beacon of reason. “Yeah, so the question is, what’s the difference between real and bullshit? Is that it?” Stuart deadpanned, encapsulating the dilemma faced by marketers worldwide. This question isn’t just rhetorical; it’s the crux of MMA Global’s mission under Stuart’s leadership. The industry’s penchant for hopping on the latest trend bandwagon without a second thought has diluted the potency of digital marketing, transforming it into a minefield of missed opportunities and misguided endeavors.

Stuart’s diagnosis of the problem is as straightforward as it is stark: “Marketers just don’t know enough about the basics.” It’s a bold claim, suggesting that the root of the industry’s issues isn’t a lack of data or tools but a fundamental misunderstanding of marketing’s core principles. MMA Global’s remedy? A return to basics, underpinned by rigorous research and an unwavering commitment to educating marketers about the foundational elements of their craft. This approach is not about denigrating the new or innovative; rather, it’s a call to ensure that innovation is built on solid ground, not the shifting sands of trends that come and go with the wind.

The conversation then veered into the realm of Creativity vs. Data, a debate as old as the internet itself. In an age where data analytics and algorithms often dictate marketing strategies, the role of creativity in driving consumer action seems to be relegated to the back seat. “Too dependent on data. I mean, I don’t know. Yeah, no, I mean, listen, I think if you’ve, if you’ve subsumed, you know, your creativity to data, then you’re right. You’re fundamentally doing the wrong thing,” Stuart reflected, highlighting a pervasive issue in modern marketing. The greatest return on investment, he argues, still lies in investing in creativity to craft messages that resonate, compel, and, ultimately, convert.

Stuart’s perspective on creativity isn’t just a nostalgic longing for the ‘Mad Men’ era of advertising; it’s a recognition of creativity’s timeless value in connecting with consumers on a human level. “The greatest return on investment is always investing more into creative to get the message in that, to be more clear, more compelling,” he asserted. This doesn’t mean rejecting data outright but finding a balance where data informs creativity, rather than stifling it. Stuart’s vision for marketing’s future is one where data and creativity dance in tandem, each enhancing the other’s strengths to create campaigns that are not only effective but memorable.

In essence, Stuart’s insights offer a roadmap for navigating the digital marketing landscape’s complexities. By advocating for a return to basics and championing the indispensable role of creativity, he invites marketers to rethink their approach. It’s a call to arms for an industry at a crossroads, urging it to embrace the nuanced interplay between data and creativity to forge strategies that don’t just capture attention but capture hearts. In this vision, the future of marketing isn’t a choice between the real and the bullshit; it’s a synthesis that elevates the discipline to new heights.

As we delve deeper into the fabric of modern marketing, Greg Stuart’s insights illuminate the path forward, particularly when it comes to the intricate dance between organizational dynamics and the quest for sales and brand integrity. Under his stewardship, MMA Global has pioneered a revolutionary approach, intricately linking marketing organizational changes directly to sales outcomes. “We’ve done a bunch of work in Marketing Org. We can now tell you what changes in the Marketing Org will produce sales of the company and what will reduce sales in the company,” Stuart shared, underlining a groundbreaking shift towards data-driven organizational restructuring.

This methodology transcends the traditional divide between brand and performance marketing, offering a nuanced perspective on how each contributes to the overarching goal of company sales. In Stuart’s vision, the binary is dissolved in favor of a holistic strategy that leverages the strengths of both to fuel growth.

The digital age has also ushered in an era of consumer centricity, demanding a shift towards a deeper understanding of the consumer psyche beyond mere data points. “Okay, okay, yeah, we’re not getting into the psyche of them,” Stuart remarked, highlighting the industry’s challenge in fostering genuine consumer loyalty amidst a barrage of digital noise. The role of storytelling in digital marketing becomes paramount in this context, serving as a bridge between brand and consumer, an avenue through which a deeper, more meaningful connection can be forged.

Facing industry skepticism head-on, Stuart’s candidness about the reception to MMA Global’s findings and the subsequent path forward is refreshing. “Are we quick to adopt change? I think we struggle with that a little bit,” he admitted, pinpointing a critical hurdle in the journey towards transformation. The need for a paradigm shift in how marketing values are communicated is acute, especially in conversations with CFOs, where the language of finance often drowns out the nuanced benefits of marketing investments.

Reflecting on his personal journey, Stuart offered a glimpse into the ethos that has shaped his professional life and vision for the marketing industry. His career, marked by a relentless pursuit of truth and effectiveness in marketing, mirrors his call for an industry-wide embrace of change. This isn’t just about adapting to new technologies or trends but about a fundamental reevaluation of what marketing can and should be—a force for growth, yes, but also for good.

Stuart’s reflections serve as a potent reminder of marketing’s dual role in driving business growth and fostering genuine connections with consumers. The future, as he sees it, hinges on our ability to respect and engage with consumers not just as data points, but as people. It’s a future where marketing not only captivates but also cares, setting the stage for an industry that thrives on innovation and integrity in equal measure.

Several key insights emerged, each carrying profound implications for the future of digital marketing. Stuart’s candid observations and strategic vision underscore a critical juncture at which the industry stands today. The demarcation between real value and fleeting trends, the fusion of creativity with data, the recalibration of marketing organizational structures towards sales efficacy, and the paramount importance of consumer centricity all converge to outline a roadmap for the future.

The dialogue illuminated Stuart’s revolutionary approach at MMA Global, emphasizing foundational understanding and innovative research to bridge gaps in the marketing world. His advocacy for a balanced embrace of data and creativity sets a new standard for crafting messages that resonate on a human level. Moreover, Stuart’s insights into organizational dynamics and the symbiotic relationship between brand integrity and sales performance shed light on the strategic recalibrations necessary for driving growth in today’s digital landscape.

Yet, perhaps the most resonant of Stuart’s points is the imperative shift towards understanding and prioritizing consumer relationships. The call for storytelling in digital marketing as a means to forge deeper connections with consumers highlights a crucial strategy for maintaining loyalty in an era of overwhelming digital noise.

As we stand at this crossroads, the call to action for marketers is clear: Embrace change with open arms, but anchor this evolution in the fundamentals that have long been the bedrock of marketing. This means not only adapting to new technologies and methodologies but also recommitting to the core principle of understanding and valuing the consumer.

The path forward, as outlined by Stuart, demands a holistic approach where innovation is matched with introspection, where data enhances creativity, and where organizational agility is directed towards sustainable growth. Marketers are urged to reforge their strategies, not as mere responses to change but as proactive steps towards building a more connected, authentic, and effective marketing ecosystem.

 Greg Stuart’s reflections serve not just as a commentary on the current state of digital marketing but as a clarion call for its future. It’s a future that values depth over disruption, where the measure of success is not just in clicks or conversions, but in the genuine connections forged between brands and consumers. For marketers willing to heed this call, the road ahead is not just a challenge to be met but an opportunity to redefine what marketing can achieve in the digital age.

Criteo Sounds the Alarm: A Tale of Cookies, Catastrophe, and Caution

By
Pesach Lattin
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0

In digital advertising, fortunes are made and lost on the turn of a cookie—err, card—and Criteo has been playing a hand that’s suddenly looking a lot less royal flush and a bit more like a pair of twos. 

Picture this: a company once riding high on the digital wave, surfing on an ocean of third-party cookies, now finding those very cookies crumbling. It’s a bit like watching a high-flying trapeze artist realizing mid-air that they forgot to check if the safety net was there. 
Amid the circus, late two nights ago in one of the popular slack channels being used by the marketing and adtech world, a missive from a certain Senior Vice President that caused more buzz than a beehive at a picnic. 

 The contents? 

A dire, panicked warning that they and no one in the industry is really prepared for the cookie collapse and that their clients haven’t been told how bad it is.
 Shrouded in mystery, because let’s be honest, confirmation is as elusive as a satisfying finale to a beloved TV series.

But let’s not get lost in the mail; the gist is clear. Criteo, in a plot twist that would make even the most stoic of drama critics raise an eyebrow, has been caught with its digital pants down, facing the music as Google Chrome decides to throw the cookie jar out the window. 

And what’s the tune they’re dancing to? A cool $50-100 million revenue shortfall in the back half of 2024, we are told. That’s not just a rainy day; that’s a monsoon season without an umbrella in sight.

What makes this spectacle even more eye-popping is the juxtaposition of Criteo’s previously public stance by this same employee in podcasts and other forums. Picture them, confidently declaring a mere $30 million shortfall, only for the curtain to be pulled back, revealing a chasm twice as deep and twice as daunting.

 It’s like confidently telling your friends you’ve got a minor scratch, only to unveil a wreck that’s one bumper away from being a modern art installation. The revelation has turned Criteo’s narrative from a controlled descent into a freefall, showcasing a vulnerability that’s as startling as it is significant.

And let’s sprinkle a dash of irony on this financial faceplant. Amidst the scramble to mitigate the damage, Criteo’s leadership is out there, preaching the gospel of a cookieless future like street corner prophets foretelling the end of days. 

Megan Clarken, Criteo’s CEO, isn’t just sitting back and watching the ship take on water. No, she’s out there, bailing out with a bucket branded “Innovation,” talking up a storm about a cookieless future like she’s the digital Noah building an ark for all the ad tech animals to board two by two. 

 The company’s strategy? A 50-50 split between inventory bids with and without the crumbly, soon-to-be-obsolete third-party cookie.

 It’s an admirable pivot, akin to a quarterback throwing a Hail Mary in the final seconds of the game.

But let’s sprinkle a little more salt on this cookie dough. Criteo’s calling out to the ad tech players, throwing shade like it’s sunny in Philadelphia, hinting (cough The Trade Desk cough) that avoiding Google’s Privacy Sandbox is like skipping leg day at the gym—eventually, you’re just going to topple over. 

The Privacy Sandbox, while not the panacea, is Criteo’s chosen gym for bulking up its post-cookie physique, aiming to flex its targeting muscles in a world where the workout routines have yet to be written.

On top of this, in the swirling soap opera that is the ad tech industry, Criteo has been casting longing glances across the dance floor, hoping to catch the eye of a suitor with deep pockets and a penchant for digital dalliances. Yes, amidst the chaos of cookie crackdowns and privacy predicaments, Criteo has put itself on the market, fluttering its financial eyelashes in a bid to attract a buyer. 

But here’s the kicker—their love letters remain unanswered, their advances unrequited. It’s like watching the high school quarterback trying to land a prom date after a particularly embarrassing fumble; the interest just isn’t there.

Why, you ask, would such a digital darling find itself so forlorn in the marketplace? The reasons are as complex as they are amusing. Picture Criteo, standing alone with a “For Sale” sign, not because it lacks charm or potential, but because the very thing that made it a titan—the mastery of third-party cookies—is now about as fashionable as flip phones at a tech conference. 

The industry is moving at breakneck speed towards privacy and consent, leaving Criteo’s once-lauded tactics looking a bit… well, stale. 

It’s the classic tale of being dressed for last season’s party, making its bid for partnership a tough sell in an era that values privacy over precision targeting.

Moreover, the whispers of their regulatory run-ins and the looming specter of cookie depreciation have done little to sweeten the pot. Suitors, it seems, are looking for a match made in digital heaven, not a fixer-upper with privacy baggage and a need for a business model renovation. 

It’s as if Criteo, in its quest for acquisition, has inadvertently highlighted the very challenges and changes that make it a hard sell. Suitors seem wary of taking on a project that requires navigating the choppy waters of regulatory compliance and the shifting sands of ad tech innovation. So, as Criteo stands, corsage in hand, the ad tech prom goes on without them, leaving industry watchers munching popcorn as they wait to see if anyone will take a chance on a dance.
As if the internal turbulence wasn’t enough, Criteo has also found itself in the crosshairs of European regulators, spotlighting the company not as a beacon of ad tech innovation but as the poster child for privacy missteps. This drama unfolds across the European stage, where privacy isn’t just a policy but a deeply ingrained principle, enshrined within the formidable General Data Protection Regulation (GDPR). 

Here, Criteo’s “former” approach to cookies has stirred a pot that’s been simmering with privacy concerns, leading to a series of legal challenges that could rival any courtroom drama.

The first act of this saga saw Criteo slapped with a hefty €40M fine, a decision that reverberated through the halls of the company like a gong of doom. The charge?

 The unauthorized use of tracking cookies, a violation of the sacred texts of the GDPR. This wasn’t just a slap on the wrist; it was a full-on smackdown by the French privacy watchdog, CNIL, which accused Criteo of playing fast and loose with the rules. 

The ruling was a stark reminder that in the world of digital advertising, consent isn’t just a courtesy; it’s a mandate.

But the plot thickens as we dive deeper into the narrative. Criteo’s woes weren’t limited to France. The Netherlands, too, became a battleground, where a Dutch citizen’s legal challenge resulted in a court order for Criteo to cease and desist its cookie placement without consent, and to delete already collected data. 

This wasn’t just a second act in a localized drama; it was a clear signal that the issue was systemic, extending beyond the borders of a single nation and touching the very core of Criteo’s operations. The Amsterdam District Court’s decision, later upheld on appeal, underscored a growing consensus among European jurisdictions: the era of unchecked tracking is over.

These legal skirmishes illuminate a broader conflict between the old guard of digital advertising and the new frontier of privacy regulation. Criteo, in its pursuit of personalized marketing, found itself navigating a minefield of privacy laws that have become increasingly stringent. What’s particularly noteworthy is that Criteo was held accountable for cookies placed by its customers, a precedent-setting outcome that could send shockwaves through the ad tech industry.

 This isn’t just about one company’s legal battles; it’s was a watershed moment that challenges the very mechanics of online advertising, forcing a reevaluation of practices that were once standard but are now under scrutiny. As Criteo grapples with these regulatory challenges, the industry watches, knowing full well that the outcome of this saga could redefine the boundaries of digital privacy and advertising.

As Criteo stands at the crossroads, the industry watches with bated breath what these monstrous adtech companies will do.

Will they navigate the stormy seas of digital advertising’s new era and look back at this employee’s panicked tirade as a small wave, or will they find themselves adrift, a cautionary tale of reliance on the fragile, fleeting nature of third-party cookies? 

Only time will tell, but one thing’s for sure: it’s going to be one heck of a show.

The Great CTV Fraud: Unmasking CycloneBot’s Billion-Dollar Scheme

By
Pesach Lattin
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0


In the crazy world of Connected TV (CTV) advertising, the latest saga to unfold is one that reads like a thriller, yet it’s all too real for the industry veterans and the brands whose dollars fuel the digital ecosystem.

 The protagonist of this tale is not a hero but a nefarious bot named CycloneBot, an adversary with a capacity for deception so vast it could fill novels. However, unlike fiction, the stakes here involve real dollars—millions of them, to be exact.

DoubleVerify (“DV”) has thrown the gauntlet down on CycloneBot, exposing one of the most audacious CTV ad fraud schemes to date. With AI as its weapon and a vigilant eye, DV has laid bare the workings of a bot capable of generating up to 250 million fabricated ad requests daily, while masquerading as 1.5 million devices. 

The financial toll? A staggering potential loss of up to $7.5 million monthly for advertisers venturing unprotected into the tempest.

At the heart of CycloneBot’s modus operandi is its uncanny ability to mimic the viewing habits of genuine human beings, extending CTV sessions in a manner that would make any observer believe they were witnessing true engagement. This chicanery enables CycloneBot to blend seamlessly with legitimate traffic, making detection a formidable challenge.

 Indeed, the devices it impersonates churn out traffic at quadruple the rate of previous schemes, marking a new epoch in the sophistication of digital ad fraud.

Frank Dekker, a luminary in the realms of telecom and media investment, provides a sobering perspective on the implications of such fraud. “Ad fraud is a significant ESG and SDI risk for CTV,” he asserts, underscoring the systemic underestimation of this peril, particularly by entities such as The Trade Desk. Dekker’s critique extends beyond mere recognition of the problem; he highlights a pervasive lack of nuanced understanding and the absence of a long-term outlook within the investment community—both of which he deems critical for navigating the treacherous waters of CTV advertising.

In the digital advertising world, where numbers are the gospel and data is the deity, Dr. Augustine Fou stands out not just as a believer but as a high priest. With a keen eye for the absurd and a penchant for the truth, Fou approaches the labyrinth of Connected TV (CTV) ad fraud with a mix of skepticism and relish. “As you know, I love data,” he declares, almost as if he’s about to share a secret that could either make you laugh or cry, depending on how much you’ve invested in CTV advertising.

 Fou, a scholar and a stalwart in the fight against digital deceit, lends his voice to the discourse with a data-driven exposé that lays bare the magnitude of the challenge. Fou’s analysis reveals a staggering volume of bid requests—6.72 trillion over a 30-day period in the U.S. alone, a significant portion of which originates from devices with no app or domain association. 

When narrowed down to CTV, the numbers remain stupefying, with 2.3 trillion requests emanating from so-called set-top boxes and connected TVs.

Dr. Fou’s deep dive into the data uncovers the staggering scale of bid requests for a single bundle ID associated with SamsungTV, highlighting the implausibility of such volumes in the context of real human viewing patterns. His findings cast a long shadow over the CTV advertising ecosystem, challenging stakeholders to question the veracity of what’s presented as genuine engagement.
Fou’s analysis doesn’t just stop at revealing the staggering volume of bid requests; he puts it into a perspective that’s both relatable and utterly jaw-dropping. Consider this: in 2022, the U.S. was home to an estimated 111 million connected TVs. Now, if you do the math, as Fou undoubtedly has, you’re looking at about 740 CTV bid requests per connected TV per day. Break that down further, considering most of us binge-watch our favorite series or movies between dinner and the witching hour of 1 a.m., and you’re staring down the barrel of more than 100 CTV bid requests per hour, per TV. “Let me know if you think that’s plausible, based on your own CTV/streaming habits,” Fou challenges, a hint of incredulity in his tone. And just for kicks, remember that these numbers exclude the behemoths of streaming—YouTube, Netflix, Amazon Prime. The numbers, as Fou wryly observes, are “bonkers,” especially when you layer on the fact that fraudsters were churning out 12 billion faked CTV bid requests daily using nothing more than some clever JavaScript in ad slots. It’s a scenario that borders on the absurd, a testament to the wild west nature of CTV advertising, where the line between reality and fiction is as thin as the screen you’re watching it on.

The saga of CycloneBot, as dissected by DoubleVerify and illuminated by experts like Dekker and Fou, serves as a clarion call to the industry. It underscores not only the evolving complexity of ad fraud schemes but also the imperative for collective vigilance and innovation in combatting them. As the narrative unfolds, it becomes evident that the battle against digital deception is perennial, demanding a fusion of technological acumen, strategic foresight, and an unyielding commitment to integrity.

In this ongoing war against ad fraud, tales of entities like CycloneBot are but chapters in a much larger story—one that the digital advertising industry must continue to write with both caution and courage. The revelations brought forth by DV and Roku, enriched by the insights of Dekker and Fou, are not merely narratives of detection and prevention; they are blueprints for a future where the digital ecosystem thrives, anchored in transparency, security, and trust.

WTF Are Cohorts? Beyond the Buzzword Bingo

By
Pesach Lattin
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0


Ah, cohorts. In the ever-evolving landscape of digital advertising, where the thirst for personalization and precision targeting knows no bounds, marketers have found yet another term to toss into their jargon salad: cohort audiences. 

It’s like we’re in a never-ending episode of “Buzzword Bingo,” and cohorts are the latest square everyone’s eager to stamp.

 But fear not, for this isn’t just another marketing fad to roll your eyes at. 

Cohorts, my dear reader, are the secret sauce in the recipe for advertising success in our digital age.

The Cohort Conundrum: More Than Just a Fancy Term

The Cohort Conundrum: it sounds like the title of a lost Sherlock Holmes mystery, doesn’t it? 

But fear not, this enigma doesn’t require a deerstalker cap and magnifying glass to unravel. Instead, it demands a marketer’s savvy understanding of the digital realm and a keen eye for consumer behavior. Cohorts, in the cluttered lexicon of digital advertising, stand out not just as a fancy term but as a beacon for those aiming to navigate the choppy waters of personalized marketing with the grace of a seasoned sailor.

First off, let’s dissect this beast. Cohorts are not your garden-variety segments or the personas you might whip up over a lazy brainstorming session. They’re groups of users tied together not just by demographic strands but by the shared experiences that bind them in the web of consumerism. Imagine a group of festival-goers who’ve all experienced the same life-changing headliner act, or a cohort of customers who all made their first purchase during your legendary Black Friday sale. This isn’t just about who they are on paper; it’s about what they’ve lived through, together. That’s the cohort difference.

Now, why the hullabaloo about cohorts when we’ve been slicing and dicing audiences since the dawn of marketing? Because, my dear Watsons of the marketing world, we’ve entered an era where the consumer expects you to not just know them but to understand them. The depth of insight provided by cohorts allows for a level of personalization that goes beyond the superficial. It’s the difference between receiving a generic birthday card and a personalized note that reminisces about the time you both got lost in Paris. Cohorts offer a pathway to creating those deeply personal connections at scale, a feat as challenging as it is rewarding.

Then there’s the art and science of crafting these cohorts. It’s not about throwing data into a blender and hoping for the best. It’s a meticulous process of identifying shared experiences and behaviors that truly matter. This requires a blend of creativity, analytical prowess, and a dash of intuition. The goal is to uncover not just any shared experience, but the ones that significantly influence consumer behavior. This is where the magic happens: when you can link a group’s shared experience to a specific pattern of consumption or engagement, you’ve struck marketing gold.

And let’s not forget the implications of getting this right. Harnessing the power of cohorts can transform the way brands engage with their audiences. It’s about moving from broad strokes to pinpoint accuracy in your marketing efforts. But, as with any great power, comes great responsibility. The data that enables cohort analysis is precious and must be handled with care, respecting privacy and consent at every turn. In the hands of a skilled marketer, cohorts can unlock unprecedented levels of personalization and effectiveness in campaigns, making the Cohort Conundrum not just a fancy term, but a frontier of opportunity in the digital advertising landscape.

Why Marketers are Going Gaga for Cohorts

Why are marketers going gaga for cohorts? It’s not just because it’s the latest buzzword to echo through the halls of marketing conferences, sparking intrigue and a dash of envy. 

No, the frenzy over cohorts stems from a deeper, more visceral place—a place where the quest for genuine connection with audiences isn’t just a goal; it’s the holy grail. In the age where personalization is king, queen, and the entire royal court, cohorts represent a new dominion, a fresh playing field where the rules of engagement are rewritten with precision and a personal touch.

Cohorts, after all, are not your run-of-the-mill segmentation on steroids; they’re the answer to the marketer’s perennial prayer for relevance. In a digital landscape awash with data, standing out means speaking directly to the heart of your audience’s experience. Cohorts allow marketers to do just that, slicing through the noise with messages that resonate on a personal level. It’s like walking into a party and finding someone who not only remembers your name but also recalls that you have a penchant for obscure indie films and a weakness for Belgian chocolates. That level of detail? It’s intoxicating for marketers.

But the allure of cohorts extends beyond the mere ability to personalize. It’s about timing, precision, and context. By understanding the shared experiences of a cohort, marketers can anticipate needs, curate experiences, and deliver content that feels not just personalized but predestined. It’s the difference between catching someone at just the right moment and being another piece of spam in the inbox. In the fast-paced, attention-deficit world of digital marketing, timing isn’t everything; it’s the only thing. Cohorts give marketers a Delorean—a way to time-travel to the exact moment their message matters most.

Let’s not mince words: diving into cohorts is no small feat. It requires a mix of creativity, data analysis, and a willingness to experiment. But for those who dare to delve deep, the rewards are as rich as they are revelatory. Marketers are going gaga for cohorts because, in a world brimming with data but starving for connection, they offer a beacon of hope. They provide a way to turn the vast, impersonal expanse of the internet into a series of intimate villages, where every message feels like it was crafted just for you. And in the end, isn’t that what every marketer—and, indeed, every human—craves? Connection, relevance, and the feeling of being truly seen.

Cohort Analysis in Action: A Tale of Two Marketers

Let’s embark on a whimsical journey through the realm of cohort analysis with a tale of two marketers: Marketer A, who clings to the traditional broad-strokes approach like a life raft in the digital sea, and Marketer B, the cohort crusader, armed with precision and a keen eye for the intricacies of consumer behavior. This tale isn’t just a narrative; it’s a stark illustration of the seismic—oops, promised not to use that word—let’s say, dramatic shifts that cohort analysis can bring to the marketing table.

Marketer A operates with a wide net, casting it across the vast ocean of potential customers in hopes of catching anyone and everyone who might fit the bill. Their strategy is akin to broadcasting on all channels, hoping that somewhere, someone tunes in. It’s the marketing equivalent of shouting into a crowded room, hoping to be heard over the din. While they might snag a few interested parties, the approach lacks finesse, and much like throwing darts blindfolded, it’s as likely to miss as it is to hit.

Enter Marketer B, our cohort connoisseur, who eschews the scattergun approach in favor of a laser-guided missile. They dive into the data, sifting through the digital footprints left by consumers to group them into cohorts based on shared experiences, behaviors, and milestones. This isn’t just segmentation; it’s segmentation with context. For Marketer B, it’s about finding the thread that ties a group together, be it a shared event, a common need, or a collective moment of decision-making.

The magic begins when Marketer B crafts campaigns tailored to these cohorts, each message honed to resonate with the specific experiences and interests of the group. It’s the difference between receiving a generic greeting card and one that’s been handpicked, with a personal note that references an inside joke only you would understand. This level of personalization doesn’t just catch the eye; it captures the heart, fostering a connection that feels both genuine and meaningful.

As our tale unfolds, the impact of these divergent strategies becomes clear. Marketer A’s broad-spectrum campaigns generate noise but little signal, their messages lost in the cacophony of the digital marketplace. In contrast, Marketer B’s cohort-specific campaigns cut through the noise, striking chords with precision and eliciting responses that are not just reactions, but engagements. The difference in ROI is stark, with Marketer B not only achieving higher conversion rates but also building deeper loyalty and brand affinity among their cohorts.

The moral of our story? In the digital age, where attention is the scarcest commodity, the power of cohort analysis cannot be overstated. It transforms marketing from a game of chance into a science of connection, enabling marketers to speak directly to the heart of their audience’s shared experiences. For those willing to embrace the nuanced art of cohort analysis, like our intrepid Marketer B, the rewards extend far beyond mere metrics; they tap into the very essence of what it means to engage, connect, and resonate in the digital world. And so, our tale concludes, but the journey of cohort analysis is just beginning, promising a future where marketing is not just seen and heard, but felt.

The Future of Cohort Analysis: Beyond the Buzzword

As we vault over the buzzword bingo that plagues the digital marketing landscape, “cohort analysis” emerges not just as another term to nod sagely at during conferences but as the beacon of enlightenment for marketers navigating the murky waters of consumer behavior. But let’s not stop there; this journey into the future of cohort analysis is akin to strapping on a jetpack—exciting, a tad unpredictable, and guaranteed to offer a view that’s anything but ordinary.

The present-day marketer, armed with cohort analysis, resembles a wizard wielding a wand—capable of summoning insights with a flick of the wrist. Yet, as we peer into the crystal ball, it’s clear that we’re on the cusp of something even more transformative. Imagine cohort analysis on steroids, juiced up with the power of artificial intelligence and machine learning. We’re not just talking about identifying patterns in consumer behavior; we’re talking about predicting them before they even happen. It’s like having a time machine, but instead of going back to invest in Apple, you’re using it to craft marketing campaigns that hit the mark every single time.

This future isn’t just about being reactive; it’s about being proactive. Picture a world where marketers can anticipate the needs and desires of their cohorts, crafting experiences and messages that meet consumers exactly where they are—sometimes before they even know where that is. It’s marketing that feels less like a push and more like a nudge, the kind that says, “Hey, I know you, and I know what you’re going to need.” This level of personalization is the holy grail of marketing, turning the traditional funnel on its head and creating a loop where engagement feeds insight, which in turn feeds engagement.

But let’s not don rose-tinted glasses just yet.The ethical considerations of such predictive prowess cannot be overstated. The line between helpful and creepy can be thinner than the latest iPhone. Marketers will need to navigate these waters with the finesse of a tightrope walker, balancing the benefits of predictive cohort analysis with the imperative of consumer privacy and trust. It’s a dance as intricate as any ballet, requiring both technical skill and ethical sensitivity.

As we look beyond the buzzword, the future of cohort analysis promises not only a revolution in how we understand and engage with our audiences but also a reflection on the role of technology in marketing. It’s a future that demands not only innovation but introspection, challenging marketers to wield their tools with wisdom and to remember that at the heart of every data point is a human experience. So, as we strap on our metaphorical jetpacks and set our sights on the horizon, let’s embrace the future of cohort analysis with both excitement and humility, ready to explore the vast potential it holds while mindful of the trust placed in our hands. In this brave new world, the marketers who thrive will be those who understand that the mos

So, there you have it. Cohorts: not just a buzzword, but a powerful tool in the digital marketer’s arsenal, offering a level of personalization and precision that was once the stuff of science fiction. 

As we continue to navigate the ever-changing digital landscape, one thing is clear: understanding and leveraging cohort analysis will be key to delivering campaigns that not only capture attention but drive real, tangible results. Welcome to the age of cohort marketing – may your targeting be sharp, and your conversions plentiful.

AdTech Exposed: Peeling Off the Privacy Layers with John Piccone

By
Pesach Lattin
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0

Yeah, sometimes it feels like onlnie advertising ins nothing more than a high-stakes casino, where the bright lights of data and algorithms beckon with promises of unmatched ROI and precision targeting.

Then John Piccone strides in, not unlike a seasoned card player with a few tricks up his sleeve. He’s not here to gamble on the ephemeral whims of digital trends but to play a long game focused on transparency, ethics, and sustainability in advertising technology. 

As the regional president of the Americas for Adform, Piccone brings to the table a blend of experience, wit, and a no-BS attitude that’s as refreshing as it is rare in the smoke and mirrors world of ad tech.

Piccone’s dialogue with Pesach Lattin on the ADOTAT Show was not merely an interview; it was a manifesto of sorts, a declaration of his commitment to steering the ad tech industry towards a more ethical and user-respecting horizon. 

He laid bare the workings of Adform, a company that, under his guidance, has evolved from its origins in dynamic creative optimization to become a beacon of innovation in the ad tech space. “It’s a 20-year-old company based out of Denmark… It started out as a dynamic creative optimization company,” Piccone elucidated, providing listeners with a glimpse into the company’s journey and its role in shaping the future of advertising.

But it’s in the realm of Adform ID Fusion, Adform answer to the cookie-less future, that Piccone’s ability to clarify and simplify shines brightest. In a landscape where advertisers and marketers often find themselves adrift in a sea of acronyms and abstract concepts, Piccone’s elucidation of Adform ID Fusion as “a graph of graphs” that enables the deduplication of IDs in the bitstream was a masterclass in clarity. This talent for making the complex accessible is more than just a personal skill; it’s a critical need in an industry where the opacity of technology often obfuscates its impacts on privacy and user experience.

Piccone’s insights extend beyond the technical, touching on the pressing issues facing the industry, including the challenges posed by cookie deprecation and the urgent need for viable, ethical alternatives. “So at the end of the day, what we’re up against is not only cookie deprecation… That’s the given place. So with Google dropping 1%, I guess we’re at 41%. And then maybe we’ll be at 45 at the end of February,” he observed, highlighting the shifting sands of digital tracking and the imperative for innovation that respects user privacy.

Sustainability, a topic often relegated to the sidelines in discussions about digital advertising, is front and center in Piccone’s vision for the industry. His discussion of Adform collaboration with Scope 3 to reduce the carbon footprint of digital campaigns underscores a broader commitment to environmental stewardship—a commitment that transcends mere lip service to become a core component of the company’s operational ethos. “We’re the only DSP today that can optimize in real time off the Scope 3 signal,” Piccone proudly stated, signaling AdForm’s leadership in integrating sustainability into the heart of ad tech practices.

However, Piccone is acutely aware of the industry’s perennial battle with transparency. Citing the ANA Programmatic Transparency Report, he underscored the pervasive disconnect between advertisers, publishers, and consumers, a chasm that threatens the integrity and trustworthiness of the digital advertising ecosystem. “We need to get the principles back in control of the relationship with their customers and their prospects,” he asserted, calling for a paradigm shift back to basics, where transparency and honesty govern interactions.

John Piccone’s journey from the print advertising world to the pinnacle of digital ad tech is not just a career arc; it’s a testament to his enduring passion for the field and his belief in its potential to influence society positively. His enthusiasm for advertising technology is infectious, a reminder of the transformative power of digital tools when wielded with wisdom and a sense of responsibility. “I love advertising technology. It’s so exciting,” Piccone remarked, echoing the sentiments of countless professionals drawn to the dynamism and possibilities of the digital realm.

Yet, for all the excitement and innovation, Piccone remains a grounded figure, a voice of pragmatism in a sector often captivated by its own hype. His conversation with Lattin transcended the usual industry talk to touch on the philosophical, ethical, and practical questions that will define the future of advertising technology. 

In doing so, Piccone has not just positioned himself as a key player in the ad tech space but as a visionary leader whose insights and actions are shaping the path forward.

In a digital age characterized by constant change and uncertainty, John Piccone’s blend of experience, insight, and ethical commitment offers a guiding light. His dedication to fostering a more transparent, ethical, and sustainable ad tech ecosystem serves as both a challenge and an inspiration to his peers. 

As the industry continues to evolve, the principles and practices Piccone advocates for will undoubtedly play a pivotal role in shaping its trajectory, ensuring that the future of online advertising is not just more technologically advanced but fundamentally better aligned with the needs and values of society.

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