Will The Trade Desk Bankrupt SSPs?

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2023-09-12

Welcome to the wild and ever-wacky world of programmatic advertising, where the rules change as often as the weather in the British Isles. This month, we’ve got a front-row seat to what could be the industry’s next seismic shift: The Trade Desk is shaking things up by refusing to let publisher- or SSP-dictated floor prices dictate their bids anymore.

Yes, you read that correctly. The Trade Desk is going rogue, sending bids on behalf of clients even when those bids are wading knee-deep in the price range that publishers and SSPs would rather keep their well-heeled shoes far away from.

Now, before you imagine The Trade Desk as a corporate supervillain, complete with a cape and a diabolical laugh, let’s hear their side of the story. According to the Trade Desk’s Vice President of Inventory Development, Will Doherty, this move is as harmless as a kitten in a cardboard box. Doherty insists that they’re not changing how they set their bids; they’re just going to flood the market with more bids. Think of it as unleashing a stampede of bids to let publishers and SSPs know that there’s a hidden treasure trove of demand out there for inventory they’ve been undervaluing.

So, what’s the big deal, right? Well, here’s where it gets spicy. Some industry experts are convinced that this seemingly innocuous move could put immense pressure on publishers and SSPs to do the unthinkable: lower their CPM (Cost Per Mille) ceilings to accommodate these lower bids. In other words, it’s like telling your favorite restaurant that you’d love to pay half the price for their signature dish, and if they don’t agree, you’ll just go eat elsewhere.

The jury’s still out on how publishers will fare in this high-stakes poker game, whether they’ll emerge as the winners, losers, or just end up breaking even. But what’s clear is that this move by The Trade Desk is creating ripples in the otherwise serene programmatic pond.

Now, let’s take a moment to address a sore point that’s plagued the programmatic landscape for years: transparency. Publishers have long grumbled about missing out on bids because their floor prices were too high for some advertisers’ tastes. Imagine going through life blissfully unaware of all the secret admirers you never knew you had. It’s like receiving love letters you never read. Doherty hits the nail on the head when he says, “If there’s any demand below that line, you’ll just never see it. You’ll never know it exists.”

The Trade Desk’s move, however, brings a glimmer of hope to the transparency conundrum. By sending bids that dive below set floor prices, publishers finally get to see what some advertisers think their inventory is worth, even if it’s less than they expected. It’s like receiving a brutally honest critique of your cooking from Gordon Ramsay – painful, but ultimately enlightening. Doherty adds, “We’re not changing our bids … [but] going forward, [publishers] at least have the data to understand all the bids we never would have sent you anyway.”

Of course, it’s not all rainbows and unicorns. Sharing this newfound treasure trove of data from The Trade Desk is, to some extent, the responsibility of SSPs. It’s something Justin Wohl, CRO of Salon, TV Tropes, and Snopes, believes publishers should advocate for more within the programmatic supply chain. After all, knowledge is power, and in the world of programmatic advertising, data is king.

Now, let’s talk about the elephant in the room, or in this case, the Trade Desk in the room. David Spiegel, ever the contrarian, has an intriguing theory. He thinks The Trade Desk is sitting pretty, holding a golden ticket to potentially bankrupt most SSPs.

How, you ask? Well, it’s a three-step plan: reduce or eliminate publisher fees, launch a platform for publishers to sign up, and develop templates that advertisers can use. Essentially, it’s like The Trade Desk saying, “Hey, SSPs, thanks for playing, but we’ll take it from here.”

Sure, it sounds like a daunting task, but it’s not exactly rocket science. The Trade Desk seems to be sending a clear message: “We’re here to disrupt, not be disrupted.” While some SSPs, like Magnite, are fighting back by building their own DSPs, Spiegel argues that it’s like bringing a knife to a laser gunfight. Building a robust, competitive DSP is a complex and expensive endeavor, one that might not stack up against the colossal DSP giants.

Media buyers, the ultimate decision-makers in this opera of dollars and data, now face a choice. Do they stick with five smaller SSPs, each equipped with their less advanced DSPs and serving their limited supply?

Or do they opt for one or two massive, technologically sophisticated DSPs with access to a treasure trove of supply? The answer, it seems, is written on the wall.

As we peer into the crystal ball of programmatic advertising, one thing’s for sure: the game is afoot, and the future is uncertain.

Will The Trade Desk’s bold gambit lead to a more transparent, efficient ecosystem, or will it unleash unforeseen consequences upon us?

Only time will tell, my friends, but one thing’s for sure – the programmatic landscape is far from stagnant, and change, as always, is the only constant.

YouTube’s Transparency Crisis: Unraveling the Adocalypse Fallout

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Pesach Lattin

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2023-09-12

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The truth remains: digital empires rise and fall like tides, but YouTube has long held the crown as the biggest seller of online ad space.

Yet, as the dust settles one month after a seismic revelation, the titan of video-sharing finds itself ensnared in a whirlwind of controversy. The stage for this drama was set by critical reports from Adalytics Research, unveiling a shocking lack of transparency in media buys on YouTube. The tremors of this revelation are still rippling through the industry, shedding light on deeper systemic issues.

Adalytics Research, an independent watchdog in the advertising sphere, turned the spotlight on YouTube earlier this year. Their report sent shockwaves through the industry, revealing the extent of brand safety concerns surrounding advertising on YouTube.

One issue that struck fear into advertisers was the apparent ease with which their ad spend ended up being placed on Google Video Partners, a realm far removed from the content they intended to support.

At the heart of the matter was YouTube’s long-standing policy of negative-option provisions in its Google Video Partner program. This program, which is an integral part of YouTube’s advertising offering, often funneled advertisers into content unrelated to YouTube itself. Advertisers were, in essence, passengers on an unpredictable journey through the vast landscape of online video.

The Battle for Accountability

In the wake of Adalytics’ damning report, a battle for accountability and transparency has ensued. Google, YouTube’s parent company, has vehemently pushed back against the accusations, even going so far as to release an analysis countering Adalytics’ claims. The key contention lies in YouTube’s alleged targeting of ads to children, a practice fraught with ethical and legal ramifications.

According to Google, Adalytics made two fundamental errors in its research. First, it limited its investigation to impressions served on Made-for-Kids (MFK) channels rather than individual videos. This oversight, Google argues, led to an inaccurate portrayal of personalized ads on MFK content. Furthermore, Google contends that all ads served on MFK videos are targeted using contextual signals, such as viewing behavior, and never rely on personal information like age.

Despite these counterarguments, the battle rages on. Advertiser representatives, working through trade bodies, are demanding answers from Google, and talks between the parties continue. Some advertisers have even requested refunds, claiming that the Adalytics report prompted their actions.

The Enigma of Google’s Dominance

Google’s dominance in the digital advertising landscape is a central theme in this unfolding drama. Over the years, the tech giant has skillfully woven a web of interdependencies, making it indispensable to advertisers. They have successfully lured clients and agencies into their ecosystem, offering a seemingly simple solution in a complex world. The promise of connecting various advertising components, coupled with the allure of impressive results, has ensnared many.

Yet, the question that arises is whether this dominance has led to complacency. Some in the industry have argued this past month that Google has been grading its assignments for too long, leading to a situation where accountability becomes elusive. The dependency on Google’s stack has become a double-edged sword, with the industry grappling with the dilemma of holding Google accountable while simultaneously being beholden to it.

Regulatory Scrutiny Looms

Amidst this storm, regulatory scrutiny looms on the horizon. YouTube’s plans to leverage its co-viewing data, along with allegations of misdirecting advertiser money to low-quality partner sites on the open web, have piqued the interest of the Media Rating Council. This oversight body is now closely examining the Google platform, raising further questions about its practices.

In response to these challenges, Google is rolling out a new policy called “Limited Ads Serving.” This policy imposes a “get-to-know-you period” for new advertisers, during which their ad impressions may be restricted. Google will evaluate factors such as user feedback, adherence to advertising policies, and completion of the Advertiser Identity Verification process to determine when new advertisers can expand their reach.

Adalytics’ research has even caught the attention of lawmakers. Senators Ed Markey and Marsha Blackburn have written a letter to FTC Chair Lina Khan, urging the agency to investigate Adalytics’ claims. They contend that YouTube and Google may have violated the Children’s Online Privacy Protection Act (COPPA) and its 2019 FTC consent decree. COPPA mandates that online platforms obtain parental consent before collecting data from users under the age of 13, a rule that could have far-reaching consequences for YouTube.

One month after the Adocalypse, YouTube finds itself at the center of a maelstrom. The advertising industry grapples with a reckoning, and the media behemoth is forced to confront the ghosts of its past actions. The road ahead is uncertain, but what remains clear is that transparency and accountability have become the rallying cries in an industry reshaped by revelations and repercussions.

From Twitt-er to Twit: Is X Playing Fast and Loose with Ads?

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Pesach Lattin

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2023-09-07

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Yeah, transparency and ethics have long been hot-button issues. The rise of digital advertising platforms has brought these concerns to the forefront, as companies seek to engage users while staying within the bounds of the law. One company that’s recently made headlines for its approach to advertising is X, formerly known as Twitter. This social media giant, under scrutiny from the Federal Trade Commission (FTC), has been accused of skirting the rules by no longer labeling paid posts as “ads.” In this article, we delve into this controversy, exploring the implications for both X and the FTC.

Nandini Jammi, an astute observer of social media practices, first raised concerns about X’s advertising tactics. She tweeted, “WOW. It looks like X is no longer marking all paid posts as ‘ads.’ A follower sent me this screenshot, saying that they viewed this unmarked ad from @realsaltlake a ‘couple of times’ on the Following tab.” This revelation quickly sparked a debate on the social media platform.

To understand the gravity of this issue, it’s crucial to examine the guidelines set forth by the FTC regarding advertising. According to the FTC, “Advertisement features should be designed and presented in a way that makes them stand out from the surrounding content, so that it’s easy for consumers to recognize what is and isn’t advertising.” These guidelines are aimed at preventing deceptive advertising practices that could mislead consumers.

In addition, the FTC’s Guides emphasize the importance of disclosing any connections between endorsers and marketers that might influence consumers’ perception of an endorsement. If an endorser has a significant connection to the marketer, such as being a relative or employee, or if they have received compensation or incentives for promoting a product, this connection should be disclosed clearly and conspicuously. The rationale behind these rules is to ensure that consumers have access to crucial information when evaluating endorsements.

With these FTC guidelines in mind, the allegations against X are troubling. By no longer marking paid posts as “ads,” X may be falling short of the requirement to distinguish advertising content from regular posts. This raises concerns about transparency and could potentially mislead users into believing that they are viewing organic content rather than paid promotions.

Moreover, if X allows endorsements without clearly disclosing any financial or personal connections between the endorser and the advertiser, it could run afoul of the FTC’s standards. This lack of transparency could undermine the trust users place in the platform, damaging its reputation and potentially exposing it to regulatory action.

As the controversy surrounding X’s advertising practices gained momentum, the company responded with statements defending its approach. X argued that the shift away from labeling paid posts as “ads” was part of its efforts to enhance user experience and engagement.

However, critics argue that such a move may be a double-edged sword. While it may make the user experience more seamless, it also raises ethical concerns and puts the company on a collision course with the FTC. As social media continues to evolve, the balance between user experience and regulatory compliance remains a contentious issue.

The FTC has consistently shown a commitment to protecting consumers from deceptive advertising practices. In recent years, the agency has increased its scrutiny of social media platforms and influencers to ensure compliance with advertising guidelines.

Given the FTC’s history of taking action against companies that violate these guidelines, X’s decision to move away from labeling paid posts as “ads” could place it in the agency’s crosshairs. The consequences of such an investigation could range from financial penalties to reputational damage, which could have far-reaching implications for X and its future advertising practices.

X’s decision to no longer label paid posts as “ads” has ignited a contentious debate about advertising transparency on social media. The FTC’s guidelines are clear: advertising should be easily distinguishable from regular content, and any connections between endorsers and marketers must be disclosed transparently.

As X seemingly treads on thin ice with its unconventional approach to advertising, it remains to be seen whether the company will modify its practices to align with FTC guidelines or if it is prepared to go head-to-head with the regulatory agency. In an era where digital advertising plays a pivotal role in the business strategies of tech giants, the outcome of this clash between X and the FTC may have far-reaching consequences for the broader social media landscape.

Berlew’s Back: Equinix’s Marketing Marvel Returns

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Pesach Lattin

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2023-09-06

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Today, Equinix announced a strategic move that sent ripples through the tech industry – the appointment of Adam Berlew as its Chief Marketing Officer (CMO). It’s not just a personnel change; it’s a huge company change, and one can’t help but think, “What’s the story behind this move?”

For those not deeply entrenched in the digital realm, Equinix may not be a household name, but it’s the beating heart of the digital age. As the world’s digital infrastructure company, Equinix is the glue that binds the global digital ecosystem together, providing a trusted platform where businesses can interconnect and scale with agility. In a world increasingly reliant on digital connectivity, Equinix’s role is pivotal.

Now, they’ve entrusted Adam Berlew with steering their marketing ship. With over 25 years of experience in strategic marketing and global leadership roles, Berlew brings a wealth of expertise and a dash of nostalgia to his new role. He’s no stranger to Equinix, having previously served as a Vice President of Global Marketing from 2012 to 2015. This homecoming adds a layer of intrigue to his appointment, hinting at a deep-rooted connection between the man and the company.

Peter Van Camp, Executive Chairman and interim Chief Revenue Officer of Equinix, voiced the company’s excitement about Berlew’s return, describing him as a passionate leader with a proven track record. His understanding of technology, cloud, and market dynamics is seen as a vital asset in navigating the digital transformation that’s reshaping economies worldwide.

Before his return to Equinix, Berlew’s career was a tapestry of experiences in some of the tech world’s most influential companies. He headed Global Digital, Enterprise, Economy, and Platform Marketing for Atlassian, where he likely played a role in shaping the user experiences of countless software developers worldwide. His tenure at Google saw him don multiple hats, from Executive Director of Cloud AI Strategy and Operations to Advisory Member for Capital G, Alphabet’s independent growth fund.

But Berlew’s journey through the tech landscape doesn’t stop there. He has a history of serving in pivotal roles at major enterprise technology firms, including Broadcom and Dell. It was at the Boston Consulting Group that he laid the foundation of his career, focusing on market and operations strategy for the technology and telecommunications industries.

Berlew’s enthusiasm for his new role is palpable. He speaks of Equinix’s commitment to understanding and meeting customer needs, emphasizing the company’s customer-centric approach, global presence, and unwavering commitment to innovation. To him, this environment offers boundless opportunities to craft marketing strategies that drive value, and he’s eager to contribute to Equinix’s growth trajectory.

Berlew’s academic pedigree is no less impressive than his professional journey. He earned an MBA from the Wharton School of Business at the University of Pennsylvania, a testament to his commitment to lifelong learning. His undergraduate degree comes from the prestigious Brown University, rounding out a well-rounded education.

Beyond his professional and academic achievements, Berlew’s commitment to community and sports is evident. He serves as an Independent Board Member of the U.S. Olympic Luge Committee, a role that showcases his dedication to nurturing talent and fostering excellence in the world of sports. Additionally, he’s a Life Member of the Council on Foreign Relations, a testament to his broader engagement with international affairs.

Now, one might wonder what this all means in the grand scheme of things. What does the appointment of Adam Berlew signify in the context of Equinix’s journey and the broader tech landscape? To answer these questions, one must step back and consider the larger picture.

The world of enterprise AI applications has evolved dramatically over the past decade. From being the exclusive domain of tech giants, AI has permeated industries and companies of all sizes. Spotify, PayPal, Lyft, Ford – the list of companies integrating AI into their operations is extensive. Even traditional businesses like Macy’s and Verizon have harnessed the power of AI.

Berlew’s experience at Google, where he served as an advisory member for Capital G, Alphabet’s independent growth fund, highlights the tech industry’s growing recognition of the potential of AI startups. Underserved communities are emerging as hotbeds of AI innovation, with startups led by members of these communities making waves. Berlew’s mentorship of CustomerXi (CX.i), a platform for data-driven marketing decisions, showcases his commitment to fostering this diversity in AI entrepreneurship.

Looking ahead, Berlew sees AI playing a pivotal role in creating personalized product experiences and driving advancements in scientific fields like drug discovery and disease prevention. Startups like Oscar and Strive Health exemplify this trend. However, he emphasizes the importance of responsible AI development, highlighting the need for continued investment in ethical AI practices.

For enterprises aspiring to scale, Berlew offers a three-pronged strategy. Customer success takes precedence, with the focus on delivering a great customer experience and cultivating advocates who can vouch for the product. Customer acquisition, both from large and small clients, follows suit. Lastly, customer retention and revenue expansion with existing clients provide a faster and more cost-effective growth avenue.

Yet, pitfalls lurk along the path to scalability. Companies must avoid getting trapped in fruitless “science experiments” that fail to deliver value or improve the customer experience. Timely action on customer feedback is also paramount. Customers appreciate companies that listen and act, and this can be a potent weapon in retaining their loyalty.

Growth-stage enterprise startups, in Berlew’s eyes, have distinct advantages. Their agility and decisiveness enable them to focus on building solutions that solve specific problems and demonstrate value swiftly. Orca Security, a company Berlew highlights, showcases this by deploying security monitoring solutions across multiple cloud providers with ease. The lack of cumbersome bureaucracy allows these startups to adapt quickly to customer needs and pivot their strategies when necessary.

As we navigate the post-pandemic world with hybrid work environments, Berlew offers sage advice to marketing and sales teams. Digital tools that provide insights into customer behavior and relationships are invaluable. Leveraging these tools can level the playing field against more established companies that rely solely on traditional relationship-based approaches.

However, content remains king. Buyers seek education and value, and companies that provide useful, attention-catching content at the right time will have a competitive edge. In a world where digital interactions often replace face-to-face meetings, crafting compelling narratives and delivering them through digital channels becomes paramount.

The appointment of Adam Berlew as Chief Marketing Officer at Equinix is not just a personnel change. It’s a statement of intent, a testament to the company’s commitment to navigating the complex, ever-changing landscape of digital infrastructure. It’s a recognition of the power of marketing in driving growth and value in the digital age. It’s an acknowledgment of the critical role that Equinix plays in the global digital ecosystem.

As Berlew takes the reins of Equinix’s marketing strategy, his extensive experience, commitment to customer-centricity, and vision for the future of AI and enterprise growth make him a formidable force in the tech world. It’s a story worth watching, for it encapsulates the broader narrative of how technology is shaping our world, one digital connection at a time.

Roku Faces Brutal Layoffs Amid Market Share Woes and Quality Concerns

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Pesach Lattin

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2023-09-06

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In a shocking turn of events, Roku, the once-thriving streaming platform company, is facing yet another round of brutal layoffs, sending shockwaves through its workforce and raising concerns about its future in an increasingly competitive market. As the streaming giant struggles to maintain its foothold in the industry, its recent cost-cutting measures and strategic decisions have left both employees and investors reeling.

One of the key issues plaguing Roku is its dwindling market share. According to Dr. Augustine Fou, an industry expert, Roku currently accounts for a mere 4% of streaming time. This startling revelation raises doubts about the viability of Roku as an advertising platform, as advertisers may question the efficacy of investing in a platform with such limited user engagement.

Moreover, Roku’s reputation has been tarnished by allegations of deceptive advertising practices. The StreamScam scandal, a case of ad fraud involving the platform, brought to light disconcerting tactics employed by malicious actors. These tactics included the use of bots posing as legitimate apps and devices, routing traffic through residential proxies, and rotating among thousands of apps and device models to conceal fraudulent activities. This revelation casts a dark shadow over the integrity of Roku’s advertising ecosystem.

Additionally, fake apps infiltrating real Roku streaming devices have allowed continuous ad streaming in the background. This dubious practice further erodes trust in the platform and its commitment to quality advertising.

Roku’s desperate attempt to monetize its platform has led to the proliferation of screensaver apps that continuously display CTV ads, even when no one is actively watching. These “Made-for-Advertising” (MFA) products have raised concerns about the quality of the user experience and the company’s commitment to delivering meaningful content to its users.

In response to its ongoing challenges, Roku recently announced the layoff of over 300 employees, constituting 10% of its workforce. This marks the third round of layoffs in less than a year, a clear indication of the turmoil within the company.

As of the end of 2022, Roku had approximately 3,600 full-time employees, making these job cuts a significant blow to its workforce. The company also plans to reduce new hires, signaling a bleak outlook for job seekers in the streaming giant.

Roku’s cost-cutting measures extend beyond layoffs. The company intends to consolidate office space and reduce expenses related to outside services. These measures aim to curtail year-over-year operating expense growth, a response to the economic pressures facing the company.

Another striking development in Roku’s recent announcement is its decision to review its content portfolio strategically. This move will result in the removal of certain licensed and owned content from its platform, incurring an impairment charge of up to $65 million in the current quarter. This decision raises questions about Roku’s content strategy and its ability to compete with content-rich competitors in the streaming market.

Surprisingly, Roku’s stock price experienced a short-lived surge of more than 9% following the cost-cutting announcement. However, this uptick is more likely a result of short-term market dynamics and not a true reflection of the company’s underlying health.

The impairment charges, restructuring costs, and uncertainty surrounding Roku’s market share and advertising practices paint a grim picture for the company’s future. Despite slightly better-than-expected revenue forecasts, Roku faces significant challenges, including stagnant advertising spending and slower upfront ad-sales negotiations.

As Roku grapples with its identity as a streaming platform and advertising hub, it must address its quality concerns, restore trust among advertisers and users, and develop a clear strategy to regain lost ground in an increasingly competitive market. The road ahead remains uncertain, and only time will reveal whether Roku can reclaim its former glory or face further turmoil in the streaming industry.

Emilie Cotter Takes the Helm as Audi’s Chief Marketing Officer

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Pesach Lattin

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2023-09-05

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In a pivotal move signaling Audi of America’s determination to navigate the ever-evolving automotive landscape, the luxury automaker announced the establishment of a groundbreaking brand marketing team. Leading this visionary endeavor is the seasoned Emilie Cotter, who has been appointed as the Head of Brand Marketing and Communications, holding the esteemed title of Chief Marketing Officer.

This strategic restructuring is set to harness the power of integration, aligning brand strategy, marketing efforts, and external communications with a singular aim: to accelerate growth and propel consumers toward an electrifying automotive future.

As Daniel Weissland, the President of Audi of America, aptly pointed out, “This restructure comes at a critical inflection point in the U.S. for Audi and the automotive industry.” In an era characterized by unprecedented shifts in consumer preferences, environmental consciousness, and technological advancements, Audi recognizes the urgency of its mission. Under Cotter’s astute leadership, the company aims to craft innovative brand strategies, foster enhanced collaboration, and maintain an unwavering focus on the customer as they pursue their ambitious growth trajectory.

Emilie Cotter’s appointment as the steward of this groundbreaking initiative is emblematic of her exceptional track record, spanning more than two and a half decades. Her journey has seen her lead brands through radical transformations across a multitude of industries, including media, entertainment, technology, and retail. Prior to her current role, Cotter joined Audi of America in 2020, where she served as the Chief Communications Officer, responsible for overseeing brand, lifestyle, product, and corporate communications. Her career’s diverse tapestry also includes serving as the Chief Brand Officer for Marketplace, a prestigious role at FleishmanHillard as SVP and Partner, and the position of Head of Corporate and Brand Communication for Lucasfilm, Ltd.

With a Bachelor of Arts degree from the University of Southern California’s Annenberg School of Communication, Emilie Cotter brings not only a wealth of experience but also a deep well of knowledge and insight to her new role. In her own words, she reflects on her journey, stating, “I’ve been leading brands through transformation – in media, entertainment, technology and retail – for more than 25 years. From Star Wars to public media, my specialty is building teams that embrace change and make powerful connections between purpose, values and products to unlock business impact.”

One can’t help but be inspired by Cotter’s steadfast commitment to meaningful change. She elaborates, “In my experience across industries and brands, I’ve found that meaningful change requires curiosity, care, and collaboration. My focus is sustainable acceleration – moving at speed and scale while supporting the people who power the work.”

Indeed, Audi is currently in the midst of a colossal transformation, as it navigates the intricacies of an industry undergoing seismic shifts. Cotter encapsulates the significance of this momentous period, affirming, “At Audi, we’re in the middle of a massive transformation. The industry is evolving like never before, and so is the way we manage our business. It’s a once-in-a-generation opportunity, and I’m thrilled to be a part of it.”

Emilie Cotter’s leadership promises to be a driving force behind Audi’s journey into this electrifying future. As she spearheads the brand marketing team, one can’t help but anticipate Audi’s future with a sense of excitement, eager to witness the innovation, collaboration, and customer-centricity that will define this transformative era for one of the world’s most renowned automotive brands.

Virginia Ritchie: Leading Tommy Hilfiger’s Global Marketing Transformation

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Pesach Lattin

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2023-09-05

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Virginia Ritchie’s appointment as the Global Chief Marketing Officer (CMO) at Tommy Hilfiger marks a significant change in the world of fashion and branding. Taking on her new role from September 1, 2023, Ritchie is expected to lead the iconic brand towards uncharted territories, redefining the standards of relevance and engagement within the fashion industry.

With a career spanning over 15 years, Ritchie brings a wealth of experience to the Tommy Hilfiger team. Having held diverse leadership positions across the Americas, EMEA, and APAC, she’s no stranger to the global stage. Her journey to the CMO position reflects a deep commitment to understanding the brand’s DNA and pushing the boundaries of what Tommy Hilfiger represents.

A Visionary Marketer

Virginia Ritchie’s ascent through the ranks of PVH, the parent company of Tommy Hilfiger, is a testament to her visionary approach to marketing. Her philosophy centers on two fundamental pillars: Relevance and Engagement. She understands that every decision and action in marketing carries the power to deepen awareness, broaden understanding, and spark desire.

Throughout her career, Ritchie has witnessed the transformative impact of marketing done right. She has witnessed it elevate brands to new heights and, conversely, seen it pose insurmountable challenges when underestimated. This keen awareness of the dual nature of marketing has become a guiding principle in her professional journey.

A Commitment to Authenticity

In an age of digital noise and information overload, Ritchie prioritizes authenticity. She firmly believes that honest, authentic approaches are the linchpin of effective communication. Her dedication to crafting thoughtful messages that resonate with diverse audiences, from internal stakeholders to consumers worldwide, underscores her commitment to preserving the brand’s reputation.

Navigating the complexities of modern marketing in a matrix setup requires strategic finesse. Ritchie and her team rely on data-driven insights and a digital-first mindset to ensure that every message has a measurable impact. It’s about understanding what resonates with each stakeholder and translating those insights into messages that truly connect.

World-Building through Experiential Marketing

Ritchie’s approach to experiential marketing is akin to “world-building.” It’s about creating physical manifestations of a brand’s spirit that foster a sense of purpose and wonder. The TOMMYNOW runway concept, under her leadership, evolved into an industry-leading platform that blurs the lines between online and offline brand interactions.

Collaboration with world-class partners is at the core of these activations. They engage every facet of the business around key strategic pillars. Ritchie’s belief in making audiences a part of the brand spirit has given audiences a reason to stay and participate.

Leadership Wisdom

For Ritchie, it all boils down to the people behind the brand. Cultivating and leading talented teams through thick and thin has taught her invaluable lessons:

Diversity Matters: Ritchie seeks diversity in skillsets and viewpoints, fostering an environment where individuals share a common belief in delivering excellence.
Trust is Paramount: She emphasizes the importance of working with people you trust, as it accelerates progress and allows teams to overcome seemingly insurmountable challenges.
Support and Empowerment: Taking responsibility for ensuring teams have the support, information, and resources they need is key. When passionate people are set up for success, they create a culture where unimaginable results become possible.

Virginia Ritchie’s journey to becoming Tommy Hilfiger’s Global CMO is a testament to her unwavering commitment to brand excellence, authentic communication, and fostering a culture of innovation. As she takes the helm of Tommy Hilfiger’s global marketing efforts, the fashion world can expect nothing less than a transformative journey into relevance and engagement.

Sean Black: A Maverick in the AdTech Arena Takes the Helm at Dailymotion

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Pesach Lattin

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2023-08-31

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We know what it’s like when it comes to AdTech PR: attention spans resemble mayflies on caffeine. So the announcement of Sean Black’s appointment as General Manager for North America at Dailymotion Advertising is more than a headline—it’s a declaration of major intent. With all the subtlety of a neon-lit billboard in Times Square, Dailymotion has proclaimed, “Ladies and gentlemen, put on your seatbelts; a new era of AdTech leadership has arrived.”

With the charisma of a trailblazer and the strategic finesse of a chess grandmaster, Sean Black steps into the limelight not merely as an executive but as a mastermind reshaping the digital marketing terrain.

With over 25 years of industry immersion, Black has carved a niche as a luminary, synonymous with disruptive ideas and exceptional performance. He’s the OG of the OG’s.

As he assumes the virtual mantle of General Manager at Dailymotion Advertising in North America, Sean Black’s appointment marks a watershed moment for the company. Dailymotion’s status as a formidable AdTech player is set to solidify on the global stage, with Black at the helm steering them towards uncharted horizons. Equipped with profound industry insights and revolutionary sales strategies, Black is poised to revitalize customer engagement and propel Dailymotion into unprecedented growth arenas.

The buzz surrounding Black’s appointment is palpable, and Bichoi Bastha, Chief Revenue and Business Officer at Dailymotion, articulates the sentiment, stating, “His exceptional track record of achieving sales excellence and fostering high-performing teams aligns perfectly with our mission to provide unparalleled value to our customers.”

In the mosaic of Dailymotion’s aspirations, Black is the artisan weaving threads of performance, innovation, and customer satisfaction into a cohesive tapestry.

However, Sean Black’s story isn’t confined to corporate feats alone. It’s a narrative weaving through pivotal moments that have shaped AdTech’s evolution. His legacy is a compilation of experiences spanning diverse roles and industries, intertwining innovation with tangible impact.
Black’s journey commenced in 1998 when he embarked on a trajectory that would witness the digital transformation of Grey Group—a chapter that etched his name in the annals of industry history.

He wasn’t just an observer; he orchestrated the formation of digital marketing teams that challenged conventions and sparked change.

From the corridors of Grey Group, Black’s journey led him to establish the first Youth and Entertainment Digital team at MediaCom’s Beyond Entertainment in 2001. His achievements there—forging multi-million dollar upfronts with industry giants—stand as a testament to his negotiation acumen and visionary outlook.

In 2006, Black’s entrepreneurial spirit led him to found JL360 and JL Media, exemplifying his audacious approach to building full-service digital distribution ventures from scratch. This phase underscores his unwavering passion for innovation and his ability to spot trends before they ripple across the industry.

From 2012 to 2016, Active International witnessed Black’s transformative influence as he masterminded a media vision that resonated with senior management, reshaping the landscape of media planning and buying.

Similarly, his tenure as the North America Media Services Lead at SapientNitro in 2015 highlighted his versatility, overseeing diverse teams encompassing Programmatic Trading, SEM, Paid Social, and more.

The pages of Black’s narrative converged in his time at FreeWheel, where his role as the Head of Enterprise Partnerships & Agency Growth transcended mere job titles. He wasn’t just generating demand; he was forging partnerships that transcended transactions, carving a unique niche for FreeWheel in an increasingly competitive landscape.

When asked about the changes he’s witnessed over the past decade, Sean Black’s response is both insightful and introspective: “What I’ve learned in the last decade that I didn’t know in the first is that everything comes full circle. Our concerns about privacy remain, we’re still grappling with multi-channel marketing, and the importance of creativity hasn’t wavered.”

It’s only fitting that Black’s narrative reaches its zenith at Dailymotion Advertising. His alignment with Dailymotion’s core values underscores his commitment to customer success and his intuitive grasp of industry dynamics. As he assumes leadership at Dailymotion’s North American operations, Black’s legacy isn’t an epilogue; it’s a prelude to an industry renaissance.

Turning his gaze toward the horizon, Black’s attention sharpens on the realm of streaming and engagement. “The future of streaming lies in engagement,” he asserts. “The challenge lies in fusing linear-like experiences with solutions that authentically drive brand engagement.” He isn’t wrong.

And then there’s the proverbial elephant in the room—AI. Black’s perspective on this topic is as pragmatic as it is forward-looking: “AI isn’t just a buzz; it’s a future business practice. The question isn’t about when you’ll use it, but how you will. The insights we gather in the coming years will significantly influence how we apply these learnings in ways that truly matter.” As the industry strides into an AI-driven era, Black’s viewpoint underscores the profound implications this technology holds for the future of AdTech.

In an era characterized by fleeting trends and transient triumphs, Sean Black emerges as a beacon of enduring excellence. He symbolizes innovation, heralds transformation, and navigates growth. Dailymotion’s choice of Black isn’t a roll of the dice; it’s a calculated investment in a luminary who has not only navigated the currents of AdTech but has also harnessed them to chart a course towards unparalleled success. As the curtain rises on this new era in AdTech, one fact rings clear: Sean Black stands in a league of his own, and the story has only just begun.

Decoding the Disruption: Will AI Unravel Influencer Marketing?

By

Adotat Staff

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2023-08-28

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The winds of change are rustling through the world of influencers once again, echoing the cadence of evolution. The ascent of Artificial Intelligence (AI) has unfurled a new chapter in the narrative of influencer marketing, plunging both creators and consumers into a quest to comprehend the imminent transformation. An era marked by generative AI tools, exemplified by the likes of ChatGPT, is poised to redefine the contours of influence, leaving us to grapple with the implications of this paradigm shift.

For influencers, the storm clouds brew with a distinct urgency. The very essence of their existence stands at a crossroads, susceptible to the seismic ripples initiated by the march of AI. An unsettling question casts its shadow: If AI is capable of engendering viral content en masse, at a fraction of the conventional cost, what will become of the influencer dominion? In this tempestuous realm, the inquiry is not “if,” but “when” this inevitable surge will come crashing.

Yet, this isn’t a call for influencers to abandon their ship and seek refuge elsewhere. No, rather it beckons them to steer their course more astutely. The mastery of AI tools isn’t tantamount to obsolescence; instead, it holds the potential to elevate creativity and efficacy, if harnessed sagaciously.

Unveiling the AI in the Marketing Landscape

Influencer marketing, a prized asset in the annals of brand promotion, retains its sanctity on the marketing stage. A recent survey conducted by Influencer Marketing Hub unveils that 41% of marketers are poised for a transformative upheaval through the advancement of AI technologies. Already, the tendrils of AI infiltrate content dissection and construction, endowing companies in this domain with a vantage par excellence.

The AI vanguard, bolstered by its neural sinews, empowers brands to dissect influencer content with precision, facilitating the discernment of judicious collaborations. No longer confined to sifting through superficial comments, these AI auguries excavate sentiments, exposing the veritable soul of content. Beyond this, AI emerges as a sentinel against the scourge of counterfeit activities, amplifying the curation of influencers by illumining the nuanced facets of their character.

Yet, in this epic skirmish against influencer chicanery, a paradox unfurls. Once simplistic automatons parading recycled images and languid phrases, AI-fueled bots have metamorphosed. Their transformation births a new age of intricacy, fashioning unique visuals and prose, evoking a perplexing dance of mimicry. The arms race between AI and fraud escalates, as AI systems metamorphose to quell the relentless evolution of these digital phantoms. Alas, the crux lies in the realm of human vigilance, for AI, for all its prowess, remains but an adjunct to our quest for integrity and authenticity in the realm of influencer crusades.

The Opaque Labyrinth of Transparency

As creators venture into the unfathomed realms of generative AI, crafting imagery, melodies, and even virtual influencers, the tableau for marketers undergoes a transformation no less dramatic. The clarion call of transparency resonates louder than ever, as brands grapple with the perplexing choreography of AI-generated content ownership.

To navigate this labyrinthine conundrum, an imperative emerges: honesty, rendered tangible through transparency. A farrago of influencer sagas, stained by the sheen of over-processed images, reverberates in memory. The discourse of transparency laws remains a tantalizing thread, fluttering just beyond our grasp.

Generative AI, enigmatic as it may be, rests upon the foundation of existing data. It’s not a conjurer of novelty but a weaver of the familiar, scripted by its training. This conjures specters of copyright and intellectual property concerns, casting a veil of ambiguity over the realm. In this milieu, influencers navigating the AI terrain are enjoined to illuminate their journey through disclosure, echoing the ritual of highlighting sponsored posts. Yet, this endeavor dances on the edge of a precarious precipice, necessitating a synthesis of innovation and legality.

The Tempest of Tomorrow

The cataclysmic ascent of AI looms as an inevitable tide, surging through the various realms of human endeavor. The tapestry of metamorphosis weaves itself as we stand witness.

The duality of innovation, its coin carrying both benevolence and peril, punctuates this epoch. AI, the harbinger of transformation, etches its mark upon the influencer marketing diaspora. An alliance with AI is an expedition into uncharted realms, where pioneers script the contours of a new narrative.

In this epoch, AI blooms not as an adversary but as an enabler, as an accomplice for a more dynamic paradigm. The clarion call resounds: As the road unfurls toward AI’s embrace, why traverse the labyrinthine alleys?

Conclusion: Navigating the Ethical Horizon

From our vantage point, the ineluctable march of AI orchestrates a symphony of change. It is a herald, summoning us to synchronize with its rhythms, to coalesce with the tides of transformation. The challenge isn’t just to traverse this new landscape but to traverse it ethically, responsibly, and transparently.

In this dance between humanity and technology, the burden of stewardship falls upon us. As institutions and governments craft the legal scaffolding, it’s the individual who breathes life into the ethical core. The AI age isn’t an omen of oblivion for influencer marketing; it’s an emblem of evolution, an opportunity for synergy.

And so, as we cast our gaze toward the horizon, we don’t glimpse a world shattered by AI. Instead, we discern an arena that beckons creators, marketers, and visionaries to sculpt a harmonious future, a tapestry woven by human ingenuity and AI’s potential.

Charting a New Course: Talkdesk Welcomes Neville Letzerich as Chief Marketing Officer

By

Pesach Lattin

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2023-08-28

0

In the ever-evolving landscape of customer experience and contact center solutions, Talkdesk®, Inc. emerges as a trailblazing force, weaving together cutting-edge AI technology and customer-centricity. With its unwavering commitment to innovation, Talkdesk has now added a new chapter to its journey by appointing Neville Letzerich as Chief Marketing Officer (CMO). This strategic move marks a bold step towards redefining customer service paradigms and underscores Talkdesk’s commitment to pushing the boundaries of the contact center industry.

Letzerich, a seasoned visionary with over a quarter-century of experience across diverse marketing and executive roles, assumes the mantle of Talkdesk’s global marketing endeavors. Having played instrumental roles in steering transformative technology for startups and Fortune 500 giants alike, his entrance into Talkdesk’s orbit is a resounding affirmation of the company’s dedication to scaling new heights.

“The CCaaS industry is experiencing significant changes, influenced by generative AI and other innovations. Talkdesk is at the forefront of these advancements, continuing its rich history of providing enterprises with industry-first solutions,” remarked Letzerich. His words resonate as a testament to Talkdesk’s pioneering spirit, one that has enabled it to stand as a beacon of innovation in an industry ripe for disruption.

Before joining the Talkdesk family, Letzerich orchestrated the marketing symphony at Cisco Security, a B2B security behemoth, where he not only helmed global marketing but also orchestrated growth strategies that resonated globally. This role followed a succession of other impactful CMO roles at Forescout Technologies, Virtru, Duo Security, HotSchedules, and Forcepoint, where Letzerich consistently left his indelible mark on marketing narratives and global expansion strategies.

As Talkdesk accelerates towards the future, guided by a robust executive team, Letzerich’s arrival takes on a pivotal significance. William Welch, Talkdesk’s President and Chief Operating Officer, hailed Letzerich as an invaluable asset to the company’s expansion journey. “As we look to the future, adding a CMO like Neville ensures our continued growth and success,” said Welch. Letzerich’s history of crafting unique value propositions amid competitive landscapes primes him for this moment, precisely when Talkdesk is bolstering its AI-driven endeavors to revolutionize customer experiences.

But Letzerich is not merely a cog in the corporate machinery. His track record reflects his status as a results-driven executive with an innate knack for harnessing transformational growth across varying organizational dimensions.

Ranging from startups to billion-dollar giants, Letzerich’s leadership embraces inclusivity, performance, and accountability. These values crystallize into high-performing teams that traverse the gamut from single digits to expansive units of hundreds.

His expertise in navigating the intricacies of sales, marketing, product development, engineering, P&L management, and even mergers and acquisitions, attests to his dynamic skill set. Letzerich’s journey through entities like Cisco, Forescout, Forcepoint, Duo Security, Virtru, and EMC serves as a veritable masterclass in cybersecurity, SaaS, and application software solutions.

Beyond his professional exploits, Letzerich’s comprehensive experience spans the gamut of business environments – from venture capital and private equity to pre-IPO and publicly traded companies. This multifaceted background uniquely positions him to orchestrate business transformation and growth, regardless of an organization’s lifecycle stage.

In his present capacity as Chief Marketing Officer at Talkdesk, Letzerich takes the reins of steering global marketing and sales initiatives, propelling Talkdesk’s vision of AI-powered, contemporary customer service. His leadership exudes a blend of artificial intelligence prowess, enterprise software acumen, and an indomitable strategic drive.

In an age where customer service stands as a fulcrum for business success, Neville Letzerich’s appointment at Talkdesk becomes a defining moment, fusing innovation, experience, and vision. As Talkdesk etches a new chapter in the contact center saga, one can’t help but anticipate the transformative ripples Letzerich’s tenure will leave in the landscape of customer experience.

Who are the Programmatic Scammers?

By

Pesach Lattin

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2023-08-28

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A pervasive threat lurks beneath the glossy surface, ensnaring marketing budgets, eroding trust, and redefining the very essence of return on investment: We’re talking about programmatic ad fraud—a cunning game played in the shadows, where bots and automated systems orchestrate an elaborate dance of deception, siphoning off billions from advertisers’ pockets.

As we stand on the precipice of a new era, with AI and quantum learning technologies beckoning us toward uncharted realms of automation, the question looms: Who are the biggest scammers orchestrating this grand charade?

Programmatic ad fraud, a menace that leaves marketers grappling with inflated ad spends, plummeting ROI, and an erosion of faith in the digital ad realm, is showing no signs of abating. The cacophony of cutting-edge technologies entering the arena is not merely a symphony of progress—it’s a breeding ground for more sophisticated bots and relentless bandits.

Let’s take a closer look at how this nefarious phenomenon is playing out, leaving marketing executives in a tangled web of woe. The swindlers, armed with their bots, orchestrate a symphony of fake impressions and phantom clicks, luring advertisers into the abyss. The result? Advertisers find themselves shelling out fortunes for fabricated traffic, the siren song of elevated incoming pressure serving as a harbinger of deceit.

But the impact doesn’t stop there. ROI, that elusive metric revered by marketers worldwide, takes a battering as fake impressions and clicks cloud the view. Measuring campaign effectiveness becomes a dicey endeavor, and dismal conversion rates unveil the bitter truth—those clicking aren’t flesh-and-blood potential customers. The result? ROI calculations teeter on the precipice of irrelevance, leaving marketing strategies in disarray.

The most profound casualty of this covert war is trust. Advertisers, discovering that their carefully crafted messages are being devoured by insentient bots, find their faith in the digital ad sphere plummeting. The implications are vast and profound, impeding advertisers’ ability to connect with their intended audiences and leaving marketing objectives in tatters.

The figures are staggering—a glimpse into the abyss of dollars lost to this silent plunder. 2022 witnessed an extravagant expenditure of over $560 billion on digital advertising, and as the sands of time continue their inexorable march, the sum grows ever larger. Anura, an industry player, paints a bleak picture, suggesting ad fraud rates in programmatic campaigns hover around 40% to 50%. For every hundred dollars invested, half could vanish into the abyss.

Yet, as the curtain lifts on this grand stage of deception, questions arise—questions that cast a spotlight on the unsuspecting players in this complex drama. The Forrester Wave™: Omnichannel Demand-Side Platforms, Q3 2023 report peels back the layers, revealing names both familiar and obscure. Behemoths like TradeDesk and Amazon headline the ensemble, but a troupe of lesser-known entities raises eyebrows. MediaOcean and Adform, the unsung participants, step onto the stage, raising eyebrows and curiosity in their wake.

These revelations force us to confront an uncomfortable truth—a truth we’ve been reluctant to acknowledge. The cacophony of ad fraud isn’t a universal symphony. The upper echelons, wielding their power and clout, have secured access to the choicest inventory, basking in the luxury of quality.

But in the shadows, companies whispered in hushed tones, tout expansive inventories that raise suspicions. They peddle enigmatic offerings, and the questions proliferate: Who are these companies? What do they peddle?

While the giants forge alliances and cultivate gardens of exclusivity, a stark reality emerges. The vast networks claiming omnichannel prowess, peddling unique inventory, stand accused of harboring the darkest secrets of deception. They embody the epicenter of fraud, where the confluence of high aspirations and low-quality inventory births a monster that feeds on innocence.

Search for “Video Advertising,” and a tale unfolds—a tale of familiar names and dubious entities. Among the familiar faces lie the unfamiliar, offshore, and distinctly suspicious. Vibe.co emerges as an enigmatic figure, wrapping its wares in opulence while obscuring their origins. The price is steep, the inventory obscure, and the veracity questionable—a microcosm of the fraud that festers in the shadows.

Let’s be clear—this isn’t a sweeping indictment of the industry. This is an acknowledgment of the fundamental truth—thousands vie for attention, but only a few possess access to the treasures of quality. The majority, caught in a vortex of competition, are left with no recourse but to mix junk with substance, to conjure scams to survive. Profits dwindle, margins wither, and the siren song of survival beckons the unscrupulous.

As we traverse the contours of this treacherous terrain, it’s not just the dollars that are at stake—it’s the essence of trust and authenticity. The road ahead is fraught with uncertainty, an evolving landscape where the mighty collide, and the obscure scammers continue their intricate dance.

The spotlight may reveal, the curtain may fall, but in this eternal saga, the question lingers:

Who are the biggest scammers orchestrating the grandest deception of our times?

Metaverse Mirage or Digital Destiny? The Great Unveiling

By

Pesach Lattin

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2023-08-25

0

I know how it works: trends flash and fade like neon lights on a nighttime boulevard. The metaverse was a huge neon sign for a long time, full of hype and little reality. Thus, the metaverse, that nebulous realm of digital experience, has been caught in a tug-of-war between exuberant optimism and skeptical scrutiny.

As the world speeds forward, one newly published report from Market.us dares to paint a picture of what lies ahead – a forecast that goes against the currents of conventional wisdom.

The report, akin to a torchbearer guiding us through the digital labyrinth, predicts a metaverse that will swell by over 40 percent each year, catapulting its annual value from a present $64 billion to a staggering $2.3 trillion by the eve of 2023. A prediction that stirs the senses, echoing the excitement of prospectors who once sought gold in uncharted territories.

Yet, the fervor surrounding this projection stands in stark contrast to the whispers circulating in certain circles – those who dismiss the metaverse as a mere relic of last year’s buzzword heap. But the question that persists, like an itch beneath the skin, is whether these conflicting narratives merely reflect divergent interpretations of an intricate amalgamation of gaming and interactive formats.

Market.us, with its report, embarks on a quest to cast a broad net over this ephemeral concept of the metaverse, drawing diverse entities into its fold. Here, gaming giants like Epic and the social media titan Facebook stand shoulder to shoulder, intertwined with financial institutions venturing into the nebulous realms of crypto and the Web3 domains. The definition, you see, is an ever-shifting canvas – a tapestry woven by the actions and interactions of its inhabitants.

But how does one define this elusive metaverse? Market.us’s interpretation beckons us to conceive of digital arenas where human interactions transcend the mundane, where individuals partake in a dance with multidimensional content, overshadowing the traditional confines of the written word. The landscape is dotted with metaverse initiatives from around the world, even if many of these embryonic ventures took their first breaths in the bygone days of 2022.

Amidst the frenzy of the media’s rapid cyclone, a cadre of steadfast entities remains unwaveringly committed to the metaverse’s trajectory. Luxury brands, those we associate with opulence and extravagance, align themselves with metaverse gaming like Roblox and Fortnight. Meanwhile, the monolithic presence known as Meta is refining its foray into gaming through Horizon Worlds, a realm that witnesses the triumphant launch of the acclaimed shooter Super Rumble.

In a candid conversation with BeetTV, Sarah Stringer, the EVP of US Media Partnerships at Dentsu Media, dispenses sagely advice to brands that dare tread upon the metaverse’s hallowed ground. “When contemplating the metaverse,” she intones, “one must strip away the word and simply contemplate immersive experiences.” A perspective as profound as it is pragmatic, reminding us that slow adoption of virtual reality and the lofty price tags of novelties like Apple Vision Pro have engendered a skewed perception of the market’s value. While some may linger in skepticism, metaverse spaces on everyday devices, from gaming consoles to smartphones, wield magnetic allure, casting their spell, especially on the young and the digitally native.

Yet, another voice emerges from the crowded theater of discourse – a recent publication from the media haven of OMG Futures, christened “Avoiding the Regretaverse.” In this missive, a clarion call reverberates against the hollowness of unfounded optimism and the pitfalls of unbridled exuberance. The metaverse, the report claims, remains ensnared in a tapestry woven by exaggeration and misrepresentation, trodden upon by the footfalls of ‘hyperbolists’ who spin their wild tales of the technology’s prowess.

This proclamation comes not from a detached observer but from a stakeholder vested in the gaming and metaverse marketing domains. Yet, it offers a tempered view, eschewing the monolithic perception of the metaverse in favor of a perspective that portrays it as a harbinger of changing consumer dynamics. Behaviors are poised to shift, the prophets declare, consumers are to transform, and brands are to metamorphose.

Behold the statistics, for they are harbingers of change. Gen Z, that digital generation, presently dedicates 15 percent of their ‘fun budget’ to the metaverse, a percentage predicted to ascend to a resonating 20 percent by the year 2027. As the clock turns, nearly two billion denizens across the globe will spend an hour or more daily within the metaverse’s digital embrace, an embrace that spans work, commerce, education, camaraderie, and entertainment. Herein lies the birth of a virtual goods market, a market that may burgeon to a bewildering $200 billion in valuation.

Penned by Phil Rowley, the harbinger of futures at OMG Futures, the report resonates with an oracle’s timbre. Rowley paints a narrative that portends a watershed moment in the annals of mediated communication, a moment where brands must transmute to stay afloat amidst the tidal wave of transformation.

A sentiment echoed by Sarah Stringer and Phil Rowley alike, the metaverse is unveiled as both a mirage of overinflated promises and a tapestry woven with threads of underappreciation. A dichotomy where some march to the rhythm of unrealistic short-term aspirations, while others remain seemingly paralyzed to confront the cataclysmic shift looming on the distant horizon.

They beckon media brands to embrace a strategic and far-reaching perspective. Stringer, a luminary in the digital expanse, calls for introspection into immersive brand assets, the adornments that individuals don in this ethereal realm. Indeed, the metaverse bridges the chasm between brands and individuals, forging novel connections that defy the boundaries of convention.

Rowley’s voice resonates in harmony, offering a tapestry of wisdom woven with strands of guidance. Brands are urged to sculpt their definitions of the metaverse, to shun misconceptions, to position gaming as a portal to the masses. A clarion call is sounded, beckoning brands not to relinquish advertising but to extend its tendrils into the new domain, to navigate the realms with discernment, embracing strategies that embrace both sophistication and reach.

And what of the future? The metaverse, in its infancy, is likened to an unpolished diamond. A diamond that Bain & Company, in its report “Taking the Hyperbole Out of the Metaverse,” envisions as a treasure chest brimming with a $900 billion bounty by the dawn of 2030. However, this same report acknowledges a paradox – while the metaverse’s hype has waned like the embers of a once-blazing fire, its evolution will remain unhurried, taking five to ten more years to reach a semblance of maturity.

The metaverse is not a singular platform, a solitary behemoth, but an ecosystem where diverse platforms intermingle, each attracting their legions of devotees. The competition for dominion is fierce, and within this arena of digital dreams, virtual experiences rise like titans, claiming a significant 65% of the metaverse market share by 2030. App stores, devices, infrastructure, and content-creation tools follow in procession, a symphony of

Andrew Strickman Joins New American Funding as CMO: A Visionary Navigator with a Storied Journey in Brand Building and Growth Leadership

By

Pesach Lattin

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2023-08-25

0

Now there emerges a beacon of innovation and purpose in the form of Andrew Strickman, the newly appointed Chief Marketing Officer at New American Funding (NAF). With a track record that reads like a symphony of growth and resonance, Strickman’s arrival promises to orchestrate a transformational chapter for NAF.

Described as a growth leader and brand builder par excellence, Andrew Strickman brings a profound acumen honed over years of developing robust brands that not only resonate but also drive substantial business value. His journey through the annals of journalism forged a diverse marketing playbook, enriched by the lens of a seasoned storyteller. This unique perspective, straddling both B2C and B2B landscapes, culminated in a portfolio of successes that epitomize growth, engagement, and purpose.

Strickman’s leadership narrative extends beyond conventional norms. A maestro in mindfully steering organizations, he has crafted highly engaged, high-performing, and remarkably low-churn teams. Through this human alchemy, he ensures that business objectives are not mere words on paper but tangible results that carry purpose. This commitment to purpose is the bedrock upon which revenue is nurtured and growth flourishes.

In the diverse tapestry of industry and audience, Andrew Strickman’s name resounds as a culture-champion, data aficionado, creative virtuoso, and the driving force behind acquisition and demand generation. Across a spectrum of platforms including the digital expanse, search, television, streaming media, and the ever-engaging social realm, Strickman’s strategies are the fulcrum upon which KPIs in brand health, sales, revenue, and engagement pivot.

From the crucible of his experience at realtor.com, Strickman’s accomplishments gleam with distinction:

Under his stewardship, audience growth witnessed a remarkable fourfold surge over his eight-year tenure, buttressed by a resounding 51% spike in brand awareness.
Strickman spearheaded a mission-driven advocacy campaign championing fair housing access and anti-discrimination in the realm of home search and lending, highlighting his commitment to noble causes.
The launch of major branded content initiatives stands testament to his creative ingenuity. This includes a multi-season, Telly Award-winning TV series with Tastemade, a substantial content partnership with the Golden State Warriors, and an array of award-winning advertising and digital content featuring renowned celebrity spokesperson Elizabeth Banks.

Strickman’s focus areas encompass a panoramic view of marketing leadership, including team orchestration, brand positioning, integrated campaign development, media and advertising strategies, brand storytelling, and the nuanced art of agency selection and management. His purview extends into the complex landscapes of regulated industry marketing, the establishment of in-house agencies, PR and communications, and the strategic application of consumer insights.

In the realm of startups, Andrew Strickman’s insights are like gold dust. He is a frequently sought advisor, with his expertise and thought leadership illuminating industry events and publications.

As the sails of New American Funding’s marketing voyage billow with the winds of Strickman’s vision, a new chapter unfolds, one marked by growth, purpose, and the artistry of authentic storytelling. In the grand tapestry of marketing’s evolution, Strickman’s brushstrokes leave an indelible mark, shaping not just brands, but narratives that resonate with the soul of the audience.

Navigating the Ethical Maze: Behaviorally Targeted Ads Clash with YouTube’s Kids’ Content

By

Pesach Lattin

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2023-08-25

0

Where algorithms dictate the destiny of brands and campaigns, a series of revelations has shaken the foundation of trust in the promises made by tech giants: Nestled within the sprawling realm of YouTube, this story unravels the enigma surrounding behaviorally targeted advertisements that appear to have surreptitiously infiltrated channels specifically earmarked as “made for kids.”

At the heart of this narrative lies the labyrinthine world of audience targeting – a realm where advertisers wield the power of precise customization. YouTube’s arsenal offers an array of tactics, from contextual to audience targeting, allowing advertisers to tailor campaigns with the precision of a master craftsman. Audience targeting delves into the psychology of viewers, dissecting their interests, demographics, and even digital behaviors across Google’s vast landscape. It’s an intricate dance of data that holds tremendous potential, but is fraught with ethical complexities.

A pivotal turn of events occurred against the backdrop of a pronouncement by YouTube’s CEO in 2019, a proclamation that resonated with the need to safeguard the interests of young audiences. The CEO’s decree included the cessation of personalized ads on content explicitly designed for children, coupled with a classification of data collected from viewers of such content as child data, irrespective of the viewer’s actual age.

Yet, the story doesn’t end there. Enter the media buyers, tasked with navigating the convoluted path of digital advertising. Armed with an unquenchable thirst for understanding, these buyers embarked on an expedition, setting up ad campaigns with meticulous precision to leverage behavioral targeting – not just targeting any audience, but crafting an intricately woven tapestry of interests, intentions, and demographics. Their campaigns aimed to engage users that fit into distinct categories, unveiling a realm where the intersection of data and intent led to both enlightenment and ambiguity.

Curiously, these campaign architects adopted a proactive stance, configuring their campaigns to exclude content deemed suitable for families, YouTube’s expansive video partner network, and even users that Google had identified as parents. A seemingly cautious approach, a commitment to aligning with YouTube’s stringent guidelines for content catering to young audiences.

However, the plot thickens as the narrative reaches its zenith – the analysis of campaign reports. The first media buyer’s campaign unfolded like a cryptic riddle, revealing that every ad impression served with meticulous behavioral targeting had found its way to channels explicitly marked as “made for kids.” Astonishingly, the second, third, and fourth media buyers mirrored this outcome – their campaigns danced in harmonious symphony with the same perplexing pattern, a seemingly inexplicable union of behaviorally tailored ads and content catering to children.

These discoveries cast a shadow over the assurances laid down by YouTube’s CEO. The data presented a stark contrast between the promise of no personalized ads on kids’ content and the undeniable reality encapsulated within these campaigns.

Detractors might argue that these ads could potentially be viewed by parents watching alongside their children – the concept of “co-viewing.” A plausible explanation, but a deep dive into demographic data yielded a different narrative. The proportion of viewers classified as parents across these campaigns hovered between zero and a mere 2%. This glaring discrepancy raised doubts about the credibility of the co-viewing theory.

From the wings, industry insiders leapt onto the stage of this unfolding drama. Advertising veterans and experts voiced their concerns, with some suggesting that the evidence presented by these campaigns punctured the veneer of transparency and authenticity enveloping YouTube’s assertions. Skepticism was cast upon the definition of behaviorally targeted ads and their compatibility with content explicitly designed for children.

As the curtains begin to close on this chapter, a cloud of uncertainty lingers over the digital advertising universe. The debate around behaviorally targeted ads and their unexpected presence on content tailored for children has opened Pandora’s box of inquiries.

Within the ever-shifting sands of data-driven marketing, the future holds the key to unraveling whether these incidents are mere outliers, anomalies in a meticulously engineered system, or if they signify a broader upheaval, one that could potentially redefine the landscape of digital advertising as we know it.

UrbanObserver

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Decoding the Disruption: Will AI Unravel Influencer Marketing?

Charting a New Course: Talkdesk Welcomes Neville Letzerich as Chief Marketing Officer

Who are the Programmatic Scammers?

Metaverse Mirage or Digital Destiny? The Great Unveiling

Andrew Strickman Joins New American Funding as CMO: A Visionary Navigator with a Storied Journey in Brand Building and Growth Leadership

Navigating the Ethical Maze: Behaviorally Targeted Ads Clash with YouTube’s Kids’ Content

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