Revolutionizing Marketing Leadership: Jamie Domenici Joins Klaviyo as Chief Marketing Officer

2023-08-07

In a move set to reshape the marketing landscape, Klaviyo, the leading marketing automation and customer data platform, has announced the appointment of Jamie Domenici as its new Chief Marketing Officer (CMO). The company, renowned for driving revenue growth for businesses of all sizes, welcomes Domenici to lead its global strategic marketing initiatives, encompassing brand management, communications, content, product marketing, and performance marketing.

With an impressive track record of transformative growth strategies, Jamie Domenici steps into the role of CMO following her impactful tenure at GoTo, where she orchestrated a company-wide transformation that saw the evolution from LogMeIn to GoTo. Domenici’s strategic acumen was pivotal in revitalizing eCommerce and PLG businesses while establishing best practices in marketing infrastructure. Her deep-seated experience across a decade at Salesforce further solidifies her position as a visionary marketing strategist.

Domenici’s commitment to personalized customer experiences aligns seamlessly with Klaviyo’s mission. Reflecting on her appointment, she emphasized, “I know firsthand how complex the data landscape has become – and that personalized experiences help businesses win and scale.” Klaviyo’s innovative platform, designed for centralizing and utilizing comprehensive customer data, resonates with Domenici’s philosophy of personalized marketing. She views Klaviyo as a pivotal tool for creators and businesses looking to thrive in a competitive landscape.

President of Klaviyo, Steve Rowland, spoke highly of Domenici’s appointment, stating, “Jamie’s proven track record…solidify her position as a visionary marketing strategist and force in driving transformative growth for industry-leading organizations.” Rowland also highlighted Domenici’s ability as a builder and expressed confidence in her capacity to inspire Klaviyo’s team while pursuing their mission of empowering creators to take control of their destiny.

Intriguingly, Domenici’s insights extend beyond her strategic prowess. She underscores the importance of a robust corporate communications strategy and sales enablement initiatives during rebranding. Her advice on guiding employees through rebranding resonates with the necessity of a holistic approach where everyone internalizes the value proposition. She emphasized, “I believe your whole company needs to be certified on your value prop—not just your sales team.”

Having spent three years in a customer success role at Salesforce, Domenici understands the significance of customer experience in the role of the CMO. She underlines that personalization and deep connections established in the first 30 days of the buyer’s experience pave the way for customer loyalty and business growth. Her recognition of the end-to-end customer journey’s importance underscores her commitment to managing the entire lifecycle engagement.

Domenici’s approach to measuring brand health and impact stands out as innovative. She employs intent data, combining quantitative and qualitative signals, to evaluate the success of the GoTo rebrand. These insights guide Klaviyo’s marketing efforts and interactions across the customer lifecycle, driving increasingly personalized and effective messaging.

As Jamie Domenici takes the helm as CMO of Klaviyo, her expertise and strategic vision promise to propel the company’s mission of revolutionizing marketing automation and customer engagement. Under her leadership, Klaviyo is poised to further empower businesses to create meaningful connections and drive growth through personalized experiences.

Klaviyo is an intelligent marketing automation platform that empowers businesses to harness every facet of customer data. With over 300 integrations, Klaviyo automates personalized email and SMS communications that resonate with customers, fostering a sense of connection. Its user-friendly platform is employed by both small businesses and established enterprises to acquire, engage, and retain customers on their terms.

Rite Aid’s Resurgence: Jeanniey Walden Appointed Senior VP and Chief Marketing Officer

Pesach Lattin

2023-08-07

Amidst a period of significant transformation, Rite Aid has taken a definitive step towards solidifying its customer-focused innovation strategy by appointing Jeanniey Walden as Senior Vice President and Chief Marketing Officer. Walden, who had been serving in an interim capacity since March 2023, brings a wealth of experience to this pivotal role, signaling Rite Aid’s commitment to enhancing its customer experience and reinvigorating its market presence.

Walden’s career trajectory is a testament to her trailblazing approach and impactful contributions across diverse industries. Before joining Rite Aid, she held the position of Chief Innovation and Marketing Officer at DailyPay, where she collaborated with retail giants like Target, Dollar Tree, and Kroger to reshape the omnichannel customer journey.

Her influence has also extended to prominent names such as Barnes & Noble, Mercer, Ogilvy, and JCPenney, where her visionary leadership consistently translated into enhanced market positioning and customer satisfaction.

Rite Aid’s executive landscape has witnessed several changes in recent times, including the departure of Justin Mennen, former Executive Vice President and Chief Digital and Technology Officer, and Andre Persaud, former Chief Retail Officer. Additionally, Paul Gilbert, former Executive Vice President, Chief Legal Officer, and Secretary, communicated his intention to explore new opportunities.

In the midst of these shifts, Rite Aid’s decision to formalize Walden’s interim role speaks volumes about the company’s resilience and unwavering commitment to delivering exceptional customer experiences.

Aligned with Rite Aid’s overarching vision, Walden’s permanent appointment is expected to spearhead the company’s pursuit of revolutionary advancements in health and wellness. As Busy Burr, Rite Aid’s interim CEO, underscores, “Jeanniey will lead the charge to strengthen and enhance the ways we conveniently meet our customers’ changing needs, helping us further our mission to provide whole health for life.”

In line with this mission, Walden’s responsibilities will encompass executing the company’s growth strategy with a focus on creating meaningful interactions for customers, clients, and members. Moreover, she will play a pivotal role in the expansion of Rite Aid’s renowned ice cream brand, Thrifty, reinforcing the company’s role as a trusted neighborhood health and wellness destination.

Walden’s personal perspective on her new role emphasizes Rite Aid’s commitment to holistic well-being. “As the neighborhood health and wellness destination, we’re proud to meet all of our customers’ needs—whether they are picking up a prescription, stocking up on essentials for the whole family, or treating themselves to our iconic Thrifty ice cream. Our commitment to improving health outcomes and helping our communities thrive remains paramount,” she shares.

With Walden’s strategic insight, innovative prowess, and dedication to community welfare, she emerges as a transformative force driving Rite Aid’s journey towards excellence.

Rite Aid’s appointment of Jeanniey Walden as Senior Vice President and Chief Marketing Officer signifies the company’s renewed commitment to customer-centric growth and innovation. Walden’s illustrious career, spanning influential corporations and pioneering startups, positions her as an ideal leader to steer Rite Aid toward an era of enhanced customer experiences and market prominence.

Streaming Advertising: Embracing Change and Conquering the Next 24 Months

Pesach Lattin

2023-08-06

We currently find ourselves sailing through turbulent waters, but also witnessing the birth of new opportunities.

Over the next two years, streaming advertising is set to become a major force, transforming the way brands interact with consumers and ushering in a digital renaissance.

So, hoist the sails, grab the helm, and let us set our course on this digital odyssey.

The old world of advertising with its trusty compass, the Gross Rating Point (GRP) currency, provided a sense of direction to advertisers for decades. But as the digital storm rages on, we must embrace a new currency, the impression-based metrics.

This sleek, modern approach allows for precise targeting, granting us the power to reach our desired audience with laser-like accuracy, like daring buccaneers navigating through treacherous waters.

As we sail towards this brave new world, we face the beguiling siren’s song of frequency management. Oh, the temptation to expose our audiences repeatedly to our message! Overexposure may lead to our shipwreck. The challenge lies in harmonizing a common basis for counting impressions across different platforms and agreeing on the true definition of an impression. It is like trying to tame a sea of unruly cats, but fret not, for solutions shall emerge, like treasures revealed from a sunken galleon.

In this journey towards impression-based currency, digital streaming emerges as a powerful ally. With the rise of one-to-one platforms, we gain the ability to buy and measure impressions with an ad server, a feat that was previously inconceivable with GRPs. This transition heralds a natural progression towards a more accurate and data-driven approach to advertising. We are like fearless explorers setting foot on a new continent, discovering its wonders with each step.

Amidst the digital sea, rises a formidable vessel – Connected TV (CTV). A true paragon of viewer freedom, CTV sails towards new heights, embracing the wind of consumer behavior change. With countless applications and streaming platforms, CTV becomes the flagship that allows brands to connect seamlessly with their audience. As the wind carries the butterfly to a majestic bloom, so does CTV take a substantial share of impressions, leaving traditional TV networks stranded like marooned sailors.

The allure of CTV lies in its ability to offer consumers an on-demand, anytime, anywhere viewing experience. No longer tied to fixed schedules, audiences revel in the freedom to engage with content at their convenience. For advertisers, this opens up a treasure trove of opportunities to present their brand message at the perfect moment, capturing the hearts and minds of viewers. As the sun sets on traditional television, the dawn of a new era awaits, guided by the North Star of CTV.

The melody of advanced creative work, a symphony of personalization, resounds in our digital endeavors. The ability to craft tailored ads based on viewer preferences is akin to the mastery of a virtuoso violinist. Engaging the audience with a 600% lift in consumer engagement is like finding a chest filled with golden doubloons. We have learned the art of wooing consumers with ads that resonate with their hearts and souls, as though they were written in the stars.

With advanced creative work, we become storytellers, weaving narratives that enchant viewers and forge lasting connections. Each ad becomes a unique experience, evoking emotions and forging a bond between the brand and the consumer. We can serenade them with humor, enthrall them with drama, or inspire them with hope. In this digital symphony, creativity becomes the key to unlock the hearts of our audience, and we wield it like the finest blade in a pirate’s arsenal.

As we embark on this digital odyssey, we must grapple with another challenge – the stormy seas of unified measurement. In this vast ocean of data, the siren call of unified measurement beckons. Marketers yearn to decipher the mysteries of consumer engagement across different environments. Like navigating through treacherous waters, unified measurement offers a grand alliance between advertisers, publishers, and consumers. A delicate truce amidst warring factions of data, it brings clarity and purpose to our ventures in the digital realm.

Unified measurement becomes the compass that guides our decision-making, enabling us to chart a course with precision. We can determine which channels are most effective, allocate resources wisely, and optimize our strategies for maximum impact. In the wild expanse of digital advertising, unified measurement becomes our guiding star, lighting the path to success.

As we raise our sails towards the future, the winds of change steer us towards a digital paradise, where all advertising shall be delivered through the high seas of streaming. This fabled island, all-digital, grants consumers the freedom to bask in the glow of content whenever and wherever they please. Picture this – interactive ads that engage with viewers like close companions, enhancing their streaming experience. Engagement becomes our guiding star, and we measure each step to ensure our ship sails true and steady.

We have become explorers of engagement, seeking to captivate our audience through immersive and interactive experiences. The age of passive viewing is long past, and consumers crave a more active role in their content consumption. We can delight them with pause ads that are not interruptions but delightful diversions, blending seamlessly with the viewing experience. The streaming world becomes our canvas, and we paint it with engagement, creativity, and ingenuity.

As the sun sets on traditional advertising methods, we embark on a digital odyssey, raising the colors of streaming advertising high above the mast. Let laughter, learning, and the thrill of adventure propel us forward. Onward, comrades, for the tides of change wait for no one! With wit and wisdom as our compass, we shall navigate these uncharted waters with a triumphant spirit. As we chart our course through the vast expanse of digital seas, we discover new treasures with each passing day. My fellow adventurers, let us set sail on this grand adventure, for the future of streaming advertising awaits!

Tech Behemoth Google Faces Billions of Dollars Lawsuit over Deceptive Ad Practices

Pesach Lattin

2023-08-03

In a shocking revelation, Google, the tech giant known for its search engine dominance and online advertising prowess, is facing a monumental class-action lawsuit alleging that it has defrauded advertisers of billions of dollars through misleading practices surrounding its proprietary TrueView video advertisements. The 26-page lawsuit, filed on July 26, has sent shockwaves through the advertising industry and has raised serious questions about the credibility and ethics of Google’s advertising platform.

The lawsuit comes on the heels of a damning report by Adalytics, an ad campaign analytics firm, which exposed the extent of Google’s alleged deception. According to the report, Google’s TrueView video ads violated the company’s own standards up to 80 percent of the time. This means that advertisers were not getting what they were promised when they paid for TrueView ads.

The core of the issue lies in the misrepresentation of TrueView video ads. Google had assured advertisers that their video ads would be shown on high-quality websites and displayed as skippable, audible videos initiated by users. However, Adalytics found that many of these ads were served in muted, auto-playing formats, outside of the site’s main video content, or on low-quality and irrelevant sites. This deceptive practice led to advertisers paying exorbitant amounts for ads that were not shown as promised and, in many cases, not even viewed by the intended target audience.

The consequences of Google’s alleged misconduct are profound. Advertisers were forced to pay a premium for improper and abusive practices in purchasing TrueView ads, resulting in wasted ad spend and ineffective marketing efforts. The impact on consumers of advertising services has been substantially injurious, as they unknowingly engaged with ads that were not in line with Google’s policies and representations.

TrueView, Google’s cost-per-view, choice-based ad format, is designed to serve on YouTube, millions of apps, and across the web. Advertisers are charged based on the number of views, with payment only occurring when a user chooses not to skip the ad within the first 30 seconds. Google also touts TrueView ads as always skippable, audible by default, and in-stream, meaning they play alongside the main video content of a site. However, the lawsuit alleges that Google violated these very policies, presenting the ads in ways that artificially inflated advertisers’ video completion rates.

According to the Adalytics report, TrueView ads were displayed in muted formats, auto-playing videos, and alongside other ads, contrary to Google’s representations. Moreover, some ads lacked clickable skip buttons or were shown as out-stream ads, not within video content. Shockingly, thousands of TrueView ads ended up on low-quality websites and apps that failed to meet Google’s supposed inventory quality standards, including sites with copyright violations and disinformation.

The lawsuit aims to cover all advertisers who paid for TrueView in-stream advertisements during the relevant statute of limitations period up to the date of class certification. For advertisers seeking justice, there is usually nothing they need to do initially to join the class action. The time for action typically comes when the lawsuit settles, and class members may receive direct notice of the settlement with instructions on how to proceed.

Google’s reputation is now at stake as the advertising community anxiously awaits the outcome of this class-action lawsuit. The allegations of deceptive practices, inflated ad views, and misleading representations could lead to severe repercussions for the tech behemoth if proven true. For now, advertisers and consumers alike are closely monitoring the developments in what could be one of the most significant legal battles in the digital advertising industry’s history.

Scott Holden: The Ace up Brex’s Sleeve in the Spend Game

Pesach Lattin

2023-08-03

Brex, the first fully unified global spend platform, has announced that Scott Holden is joining the company as Chief Marketing Officer. In just over a year, Brex has evolved beyond corporate credit cards to offer a comprehensive global spend platform, including expense management, reimbursements, payables, travel, and corporate cards in one place. Notable companies like Coinbase, DoorDash, Generations Healthcare, Indeed, Lemonade, SeatGeek, TuSimple, and more are now served by Brex. Holden’s role as CMO is to build on this expansion, oversee the marketing strategy, and position Brex as the leading spend management platform. His focus will be on growing Brex’s presence in the mid-market and enterprise segments while maintaining its strength with startups.

Holden brings over 15 years of marketing experience to Brex, having served as Chief Marketing Officer at ThoughtSpot, an AI-powered analytics software company. During his time there, he scaled the marketing organization and drove demand across various business segments, attracting enterprise customers from Fortune 500 companies and other innovative brands. Prior to that, Holden spent seven years at Salesforce, where he led multiple marketing teams across different sectors.

Scott’s decision to pursue marketing stemmed from his unique combination of creativity and analytical skills. He views marketing as an outlet for using his creativity to craft compelling stories and content while leveraging his analytical mind to gauge performance.

As CMO of ThoughtSpot, Holden focused on creating a world-class operations back end to complement the company’s strong storytelling. His efforts culminated in ThoughtSpot’s remarkable growth, achieving a $100 million run rate and securing significant funding rounds.

Joining Brex, Scott Holden is excited about the company’s transformation into a multi-product organization with a unified global spend platform. He plans to leverage his experience in building industry-defining software brands to further establish Brex’s category leadership and generate demand for the company.

Brex’s unified global spend platform provides finance teams and founders the tools they need to manage global spending efficiently. The platform’s offerings encompass corporate cards, expense management, reimbursements, bill pay, and travel all in one place, catering to tens of thousands of businesses, ranging from startups to enterprises.

Scott Holden’s appointment as CMO represents a crucial milestone in Brex’s journey towards becoming the leading spend management platform. His vision and leadership are expected to drive Brex’s growth and solidify its position as a prominent player in the global financial landscape, helping companies of all sizes future-proof and manage their spending effectively.

What are the Lessons of Twitter’s Rebrand to X?

Pesach Lattin

2023-08-02

Now, with the introduction of ‘X,’ the platform’s rebranding seems to veer off course. It’s like taking a high-speed rollercoaster and deciding to detour through a labyrinth of random destinations. The Twitter community’s unique vernacular and cultural identity might be lost amidst the ambiguity of ‘X.’

It’s as if Elon Musk has entered a costume party without a costume, leaving everyone scratching their heads, wondering who he’s supposed to be. While embracing mystery can be exciting, it’s crucial not to lose sight of the brand’s essence and the community it has built.

For marketers, this metamorphosis offers a lesson in the art of rebranding. Remember, it’s essential to maintain brand clarity while embarking on a rebranding journey. Otherwise, you risk turning your customers into perplexed riddle-solvers, trying to decipher your brand’s true identity.

And speaking of riddles, let’s not forget the legal entanglements of rebranding. Tread carefully, as you don’t want your brand’s makeover to lead you straight into a courtroom showdown.

Remember, while ‘X’ might be an algebraic variable, it doesn’t give you a free pass to play fast and loose with the law.

Furthermore, when undertaking a rebranding endeavor, ensure that you present customers with more than just smoke and mirrors. Concrete benefits and value propositions are like the butter to your branding toast – they make it a whole lot more appealing. Don’t leave your customers wondering, “What’s in it for me?”

Give them a clear, tangible reason to stay on board with your brand.

Lastly, community is king. Building a strong niche community with a distinctive culture is like having a secret recipe for success. Once you’ve got that foundation, you can attract the interest of others without losing your identity. But trying to appeal to everyone with a vague ‘X’ might leave you stranded on an island of indifference.

As you observe the saga of Twitter’s transformation to ‘X,’ take these lessons to heart. Rebranding is like a magic show – it’s all about captivating your audience with the right tricks and leaving them spellbound, not scratching their heads in bewilderment.

Yogurt’s Got a New Guru: Chobani Scoops Up Marketing Maestro Thomas Ranese

Pesach Lattin

2023-08-01

We all know Chobani, the foodie trailblazer known for its heavenly Greek yogurt and a fresh outlook on snacking! They’ve just unveiled their secret weapon as Chief Marketing Officer: Thomas Ranese, the marketing maestro who’s conquered the branding world at Uber and Google.

Chobani’s CEO, Hamdi Ulukaya, gushed about their quest to serve up “better” everything – from ingredients to quality, nutrition to business practices. And guess what? They’ve found their brand wizard in Thomas. His superpower? Making a difference for humanity through good food. Talk about a match made in yogurt heaven!

But that’s not all! Kevin Burns, Chobani’s Chief Operations Officer, spilled the beans (or should we say, oats) on Thomas’s magical mix of creativity and business savvy. With his disruptive tech background, Chobani is about to connect with more people than ever before! Move over, ordinary yogurt; it’s time for the tastiest disruption ever!

And guess what? Thomas is no stranger to shaking things up. At Uber, he made marketing a global phenomenon and cooked up a feast of growth for Uber Eats. Even during a pandemic, he sprinkled some social impact magic to build trust. Plus, his Google days were iconic – launching the Google Pixel and rebranding Google’s parent company? Yup, he’s got the Midas touch.

With an infectious love for Chobani and its mission to spread tasty goodness, Thomas can’t wait to tell their story far and wide. Brace yourself for a flavor explosion as Chobani unleashes its full force, taking over taste buds and making the world a happier, healthier place!

Mark your calendars for August 14th, when Thomas Ranese takes the reins at Chobani. The yogurt universe is about to witness a supernova of marketing brilliance – get ready for a journey that’s anything but vanilla!

So folks, whether you’re a yogurt lover or a marketing connoisseur, keep your spoons at the ready. Chobani is about to unleash a marketing feast that’ll leave you craving more! Stay tuned, because this is just the beginning of the Chobani saga, and it’s going to be legendary!

Quenching CTV’s Thirst: Adtech’s Guide to Data Springs

Adotat Staff

2023-07-31

In the vast and evolving landscape of the advertising world, Connected TV (CTV) has emerged as a much-needed remedy for brands seeking to make a lasting impact in a market that has otherwise hit a plateau in the UK. As TV ad spend declines, a ray of hope shines through increased investment in ad-supported video on demand (AVOD), as consumers steadily shift away from traditional linear TV. However, this shift has led advertisers into a data ecosystem that resembles more of a mysterious and unforgiving desert than a thriving, fertile land.

The disparity between CTV and its mobile counterpart becomes apparent when we look at the availability and accessibility of data. Mobile, with its abundant flow of data despite Apple’s stringent ID-level targeting restrictions, seems like an oasis of insights compared to the guarded and restricted data flow in CTV. Equipment manufacturers and streaming providers hold tightly to their data assets, perhaps fearing the commodification that devalued data on mobile and the open web. This defensive stance, while understandable, has created roadblocks for cross-platform measurement and targeting capabilities, leading to challenges for advertisers in achieving consistent ROI and driving up costs for sellers.

To transform this data desert into a lush, thriving landscape, brands must explore how adtech can breathe life into the arid ecosystem, allowing data to flow freely to those who need it without compromising its value or security.

One of the critical solutions lies in bolstering CTV’s cross-platform capabilities through identity solutions. These solutions act as the spine that connects users across different platforms and devices, enabling brands to deliver tailored ads to the right audience at the right moment. Picture it as recognizing a traveler who watches a show on a connected TV and later interacts with a social media ad on their phone – identity solutions link these experiences together seamlessly. Unfortunately, the multitude of Original Equipment Manufacturers (OEM) each with their variation of device IDs and limited access to them has left CTV lacking the necessary identity infrastructure for accurate frequency control and measurement across platforms.

Enter data exchanges – bustling marketplaces of consumer insights. Acting as intermediaries between data owners and buyers, data exchanges offer a plethora of valuable data types, such as demographic, behavioral, and location data. For media owners, these exchanges present opportunities to apply data targeting to campaigns, elevating the value of their inventory to a broader range of advertisers. Brands, on the other hand, can utilize data exchanges to overcome limitations within their own data, which is particularly beneficial in the post-GDPR era, where first-party data access faces challenges.

But the real game-changer lies in technology that empowers data collaboration. Imagine unifying all siloed data pockets, pseudonymizing identifiers, and enriching signals, thus overcoming the limitations of each component. This allows for overlapping audiences between brands and platforms to be segmented and targeted across the entire advertising ecosystem, not just within CTV. Clean rooms, secure environments that allow data sharing and analysis while preserving user privacy, are a powerful solution in this endeavor. However, they are not without their challenges, requiring significant investments of time, resources, and money to set up, and demanding ongoing maintenance and compatibility checks.

For true transformation, data collaboration must extend beyond specific tools and be embraced at a cross-platform, cross-solution level. ID resolution and data exchanges can make more data available on CTV, while data collaboration tools facilitate the smooth exchange of first and second-party data between the supply and demand side. The key to success lies in interoperability and the acknowledgment that no single approach can solve the ecosystem-level data drought. Collaboration, openness to data sharing, and perhaps some consolidation will breathe life into CTV’s data desert, ushering in an era where CTV delivers the best of both linear TV and digital advertising. As the CTV landscape continues to evolve, the role of adtech solutions in unlocking its full programmatic potential will become increasingly critical.

Unmasking the FTC’s Endorsement Guides: A Comprehensive Look at Clear and Conspicuous Disclosures

Pesach Lattin

2023-07-31

The Federal Trade Commission (FTC) recently unveiled its long-awaited final revisions to the Guides Concerning the Use of Endorsements and Testimonials in Advertising, much to the delight of marketers and influencers who have been eagerly awaiting clarity on this important aspect of digital marketing. With these revisions, the FTC aims to crack down on deceptive endorsement practices and bring transparency to the world of influencer marketing.

The crux of the revised guidelines revolves around the definition of “clear and conspicuous” disclosures. These disclosures are crucial when there is a material connection between the endorser and the product seller, ensuring that consumers can make informed decisions. The new definition emphasizes that such disclosures should be easy to notice and understand by ordinary consumers. Moreover, if an endorsement targets a specific audience, like older adults, the disclosure should cater to that audience’s comprehension level.

Visual endorsements demand visual disclosures, audible endorsements require audible disclosures, and when both mediums are used, both visual and audible disclosures are necessary. In the realm of interactive electronic mediums, like social media, the disclosure must be unavoidable, ensuring consumers cannot miss it.

The updated FTC FAQs provide specific examples to help marketers and influencers navigate this disclosure minefield. For instance, while “Ad,” “Paid ad,” or “#ad” continue to be acceptable for paid endorsements and free product reviews, the use of ambiguous terms like “#ambassador” or “#partner” is discouraged. Instead, coupling the brand name with these terms may make the disclosure clearer.

Social media platforms also receive attention in the revised guidelines. TikTok videos, for example, must have superimposed disclosures within the video, and disclosures in the comments section of Facebook posts are deemed inadequate.

The FTC also addresses the issue of “significant minority” when determining whether a material connection disclosure is necessary. The new standard posits that if a substantial portion of the audience fails to understand or expect the connection between the endorser and the product seller, a disclosure is required. While the guidelines provide examples of what constitutes a material connection, such as monetary payment or free products, the exact definition of “significant minority” remains open-ended, possibly requiring empirical testing in some cases.

Affiliate marketing disclosures also get their share of the spotlight. Bloggers promoting products with affiliate links must “clearly and conspicuously” disclose their compensation. The same applies to YouTube reviewers using affiliate links. “Affiliate link” alone or a simple “buy now” button does not cut it as an adequate disclosure; instead, using “paid link” alongside the affiliate link is suggested.

Advertisers and endorsers must be aware of their liabilities under the revised guidelines. Advertisers are responsible for monitoring their endorsers’ posts, even after the contractual relationship ends, for a reasonable period. Endorsers can be held accountable for deceptive statements and failing to disclose material connections. Furthermore, intermediaries like advertising agencies and public relations firms may also be liable for disseminating deceptive endorsements.

While the FTC didn’t provide extensive guidance on endorsements directed at children, it highlights that disclosures effective with adults might not work with younger children, urging caution in such endorsements.

The revised Endorsement Guides shed light on the FTC’s stance on deceptive endorsement practices. While not legally binding, these guidelines demand attention from companies and influencers alike. To navigate this complex landscape successfully, marketers should review their current practices and ensure compliance with the FTC’s transparency objectives. The world of endorsements may have some room for interpretation, but staying on the right side of the FTC’s views will undoubtedly be worth it in the long run.

How Repetitive Advertising is Ruining the CTV Space

Pesach Lattin

2023-07-27

Where content is abundant and viewers have endless choices at their fingertips, a new menace has emerged that threatens to tarnish the reputation of brands and the streaming platforms themselves: repetitive advertising.

A recent ad effectiveness test conducted by Magna Media Trials and Nexxen, an ad-tech platform, shed light on just how damaging these repetitive ads can be to both the viewers and the advertisers.

During the controlled test, 1,246 weekly streaming viewers were exposed to the same ad at varying frequencies, from one to six times, during an hour-long viewing session of their favorite TV show. The results were striking, with a staggering 87% of participants agreeing that they saw too many of the same ads.

Overexposure to these repetitive ad campaigns was described as “annoying” and “disruptive,” leading to a 16% drop in purchase intent among those who had seen the same ad six times or more.

While it is undeniable that repetitive ads can achieve strong brand recall, with participants who saw the same ad six times exhibiting a 92% recall rate, negative associations were linked to increased frequency. Nearly half of the participants found the ad “annoying,” and one-third reported that it “disrupted” their viewing experience. Furthermore, the study revealed that 83% of participants believed the repetition was intentional, with 68% blaming the brand and 44% blaming the streaming service for the repetitive ads.

“While repetitive ads may achieve strong brand recall, it is evident from our study that they come at a cost,” remarked Kara Manatt, executive vice president of intelligence solutions at Magna. “The platforms are suffering too because people also attribute the fact that this is happening to the platform. It really can be so annoying to people and viewers that they’re willing to find content elsewhere.”

The study also found that viewers were not passively enduring this ad bombardment. More than half of the viewers surveyed indicated that they would take action to avoid ad overkill. Actions included checking if another streaming service offered the same content, recommending against the streaming service, ceasing to watch the service, canceling subscriptions, or developing a less favorable opinion of the service.

The blame for this incessant repetition falls on both advertisers and streaming platforms. Marketers must ensure they purchase ad space on platforms equipped with effective technology to manage ad frequency.

Failure to do so not only results in a decline in purchase intent but also damages the brand’s reputation. Streaming platforms, on the other hand, need to ensure they have the ability and adequate data to manage ad frequency and avoid irritating their viewers.

In the pursuit of maximizing profits, streaming platforms have embraced ad-supported business models. However, the indiscriminate placement and repetition of ads are driving viewers to frustration. There are indications that people who repeatedly encounter the same ad become less likely to buy the advertised product, and many customers have voiced complaints about repetitive ads.

Some networks have attempted to address this issue by showing a single long ad at the beginning of the episode and nothing else during the show, or by employing unobtrusive pause-screen ads.

However, a more comprehensive solution is required to ensure a pleasant and engaging advertising experience for viewers across different streaming platforms.

The lack of underlying technology to manage ad frequency across multiple platforms exacerbates the problem. As more streaming services enter the market and vie for viewers’ attention, ads risk becoming intolerable, rendering the platforms unwatchable.

Advertising executives have already started seeking ways to innovate episodic ad campaigns to alleviate repetition.

Netflix, one of the giants in the streaming industry, is considering implementing episodic ad campaigns in its “Basic with Ads” subscription tier. This move would present consumers with a series of interrelated ads while binging a movie or series, potentially reducing the annoyance caused by repeated ads during an ad break.

Ultimately, the responsibility lies with advertisers, streaming platforms, and ad tech companies to work together to deliver an advertising experience that does not deter viewers or damage brands’ reputations.

Effective management of ad frequency and employing innovative ad formats will be crucial in restoring the harmony between advertising and streaming, ensuring both viewers and brands benefit from the streaming CTV space without being driven away by ad overkill.

Future of AI in Adtech: Opportunities and Speculations

Pesach Lattin

2023-07-27

AI has become a transformative force in various industries, and Adtech is no exception. With the potential to revolutionize advertising, AI holds the promise of enhancing targeting, personalization, and efficiency. In this comprehensive article, we delve into the various aspects of AI and its implications for Adtech, exploring its different types, current applications, and the exciting prospects it holds for the future.

Before we dive into the exciting possibilities AI offers for Adtech, let’s clarify the different types of AI currently in use.

Narrow AI (Weak AI): Narrow AI is designed to perform specific tasks and lacks the general human-like intelligence portrayed in sci-fi movies. Common subtypes include Natural Language Processing (NLP) and Recommendation Systems. NLP enables computers to interact with humans using natural language, while Recommendation Systems offer personalized suggestions based on user behavior.
General AI: Often depicted in science fiction, General AI refers to machines capable of understanding, learning, and performing any intellectual task a human can do. However, we are yet to witness the realization of General AI, and it remains a theoretical concept.

While AI’s potential to revolutionize the advertising industry is undeniable, it’s essential to approach AI-driven solutions with caution. Current AI tools, though powerful, may struggle with context, nuance, and creativity – crucial elements in crafting compelling ads. Understanding human emotions and cultural subtleties might elude current AI capabilities, leading to potentially nonsensical or inappropriate advertisements.

When it comes to Adtech, there is a lot of B.S. out there. Many companies claim to have entirely AI-driven solutions, but the truth is that most tools use a combination of rules-based decision-making, data mining, benchmarks, and AI.

It’s important to carefully evaluate the maturity and capabilities of AI-driven solutions to ensure they align with campaign goals and deliver desired results without compromising on quality. In other words, don’t believe the hype when it comes to AI-powered Adtech solutions. Take the time to do your research and make informed decisions.

The world of Adtech has already witnessed the influence of AI, particularly in predictive AI technologies and generative AI content creation. Predictive AI empowers ad networks and traffic monetization platforms to process vast amounts of requests within milliseconds, making it indispensable for programmatic advertising.

Programmatic advertising revolves around efficient ads rotation and relevant ad placements for advertisers. This process involves monitoring and processing large volumes of data, including bid information, user requests, performance metrics, and more. AI-powered recommendation engines play a crucial role in optimizing campaigns, cutting poorly performing traffic slices, and finding the best placements for advertisers.

AI-enabled CPA Goal formats, for instance, optimize conversion costs by accurately estimating campaign performance and traffic prices using around 50 constantly updated models. The main benefit of using AI for recommendation engines is streamlining processes for publishers and advertisers, enhancing the workflow for programmatic advertising.

The rise of ad fraud has become a major concern for the Adtech industry. AI anti-fraud systems are vital in detecting and combating fraudulent activities, including bot traffic and other sophisticated scams. With AI’s ability to process massive amounts of data and identify anomalies, it becomes an indispensable tool in ensuring ad campaign integrity.

One such example is AdTech Holding’s ADEX, an AI system designed to recognize and stop bot and fraud traffic in real-time. Constantly learning and adapting, AI anti-fraud systems stay ahead of ever-evolving fraudulent techniques.

Generative AI has captured attention for its ability to produce diverse content, from marketing posts and translations to video scripts and personalized creatives. While AI content generation is gaining popularity among digital marketers, concerns about data privacy and intellectual property rights have emerged.

AI-powered language models like ChatGPT are transforming content creation, but the industry grapples with questions about the quality of generated content in relation to ad spend. There are rising concerns about funding low-quality content inadvertently, leading to increased emphasis on influencer marketing strategies and digital experiences to deliver authentic, targeted content to consumers.

The increasing prevalence of AI-generated content has posed new challenges for brand safety and content quality. Agencies and advertisers are faced with the dilemma of identifying AI-generated websites and avoiding wasted media dollars on fake or low-quality impressions. DoubleVerify and other companies are rising to the occasion, providing brand safety tech to address AI-related brand safety concerns.

Adtech’s focus is shifting toward safeguarding content quality, which is crucial as AI-generated websites proliferate and AI’s scale makes brand suitability more challenging. Advertisers need to exercise more control over their ad placements and prioritize inclusion lists to ensure their ads appear on reputable and relevant websites.

As AI continues to evolve, the future of AI in Adtech holds limitless possibilities. Predictive AI will likely witness further developments in bidding strategies to accommodate the growing number of traffic sources. Enhanced real-time bidding technologies will enable quicker and more accurate ad placement predictions.

Generative AI in Adtech will offer new avenues for personalized creatives, allowing quick and effortless automatic redesigns to match specific brand palettes. While AI-generated content poses challenges, the industry can adapt by emphasizing authentic influencer content and ensuring advertisers fund quality content through more targeted strategies.

AI’s potential in Adtech is undeniably exciting, offering numerous opportunities for enhancing advertising efficiency, targeting, and personalization. However, caution is necessary to avoid overhyped claims and assess AI-driven solutions’ true capabilities. As AI continues to shape the future of Adtech, striking the right balance between technology and human creativity will be essential to create impactful, authentic, and engaging advertisements. As we navigate the ever-changing landscape of AI and Adtech, staying vigilant and adapting to new challenges will be crucial in realizing AI’s true potential in transforming the advertising industry.Artificial Intelligence (AI) has emerged.

The Future of In-Game Advertising: A Transformative Space for Brands

Pesach Lattin

2023-07-27

As the gaming industry continues to evolve,the next years promise to be a pivotal marked by significant shifts in gaming culture, technology, and advertising strategies.

Gaming has become a multifaceted medium that transcends traditional entertainment boundaries, attracting diverse audiences and opportunities for brands to engage with consumers on a deeper level. In this comprehensive article, we explore the future of in-game advertising through the insights and perspectives of industry experts.

From hybrid monetization models to co-creation with gamers, the rise of AR gaming to the potential of streaming platforms, brands are discovering innovative ways to immerse themselves in the gaming universe.

Hybrid Monetization Models and Personalization
One of the key trends in the gaming industry is the adoption of hybrid monetization models. Game developers are moving away from hyper-aggressive in-game monetization practices and embracing combinations of in-game transactions, ad-funded content, and bundled subscription offerings. This shift is in response to greater governmental scrutiny of exploitative data and marketing practices in the wider tech industry. By incorporating ads into gaming experiences more thoughtfully, brands can create value for players while reaching a wider audience. This evolution presents opportunities for brands to advertise in various platforms and generate player value while respecting gamer preferences and data privacy.

Additionally, technology is playing a crucial role in providing personalized game experiences for players. Zero code platforms, generative AI, machine learning, distributed computing, and centralized 3D asset libraries are tools that game publishers leverage to create individualized in-game offers, promotions, and user experiences. Brands can seize this opportunity to enhance these experiences with added value and benefits, thus strengthening their connection with players.

AR Gaming and Mobile Growth
Mobile gaming continues to dominate the gaming landscape, contributing significantly to the industry’s revenue. AR gaming, in particular, is emerging as a game-changing technology that eliminates the need for headsets, offering an immersive world in the palm of players’ hands. With advancements in camera specs and hardware, AR gaming is poised to become a major hit in 2024, opening new avenues for brands to engage with users in an interactive and exciting manner.

Major streaming platforms like Netflix are also expanding into gaming, providing exclusive games and making strategic acquisitions in the industry. As mobile gaming growth continues in rapidly-growing economies in Asia and the Middle East, brands can capitalize on this trend to reach a massive mobile gaming audience.

Brands as Co-Creators with Gamers
Innovative campaigns that resonate with gamers go beyond just viewing gaming as an endpoint. Brands are starting to recognize the importance of co-creating campaigns with gamers, involving them in the development process, and tapping into their knowledge of the gaming industry. By doing so, brands can gain valuable insights into the preferences of their target audience and create campaigns that truly resonate with them.

Collaborating with gamers allows brands to gain a deeper understanding of their target audience. Gamers have a unique perspective on the industry and can provide valuable feedback on campaign ideas. This approach not only helps brands create campaigns that are more engaging, but it also builds trust and loyalty among gamers. By treating gaming as a starting point rather than an endpoint, brands can create campaigns that truly resonate with their audience and establish long-lasting relationships with gamers.

Community Building on Gaming Channels
The world of gaming has undergone a significant transformation in recent years. Brands are no longer content with one-off gaming channel executions; instead, they are focusing on community building on platforms like Twitch, Discord, and Steam. This shift in approach has allowed brands to nurture long-term, addressable fans who are willing to share data in exchange for valuable rewards. By treating gaming channels as social media platforms, brands can engage with their audience in a more meaningful way while building trust and loyalty.

The gaming community is vast and diverse, with numerous subcultures requiring a unique approach to effectively engage them. Brands that understand this and tailor their strategies accordingly are more likely to succeed in this space. Whether it’s through targeted advertising, influencer partnerships, or creative content, there are countless ways to connect with gamers and build a loyal following. The key is to understand the nuances of each subculture and adapt your approach accordingly.

Challenges and Opportunities in In-Game Advertising
Despite the myriad opportunities in gaming, the industry still faces challenges. Brands need to find the right balance in incorporating advertising into gaming experiences without disrupting the immersive nature of games. Avoiding intrusive ad formats, such as pop-up banners, and adopting a ‘Goldilocks system’ that resonates with a broad player base are key considerations. Moreover, measuring spending in the mobile gaming space remains a conundrum, offering potential opportunities for savvy tech and media players to establish themselves in the ad-tech space.

The future of in-game advertising holds tremendous potential for brands to engage with audiences in transformative and immersive ways. As gaming becomes more integrated with other forms of media, brands must adapt their strategies and view gaming as a universe rather than a mere media platform. With evolving technologies, personalized experiences, and opportunities for co-creation with gamers, brands can forge meaningful connections with players and tap into the enormous reach and influence of the gaming industry. By understanding gaming culture and leveraging storytelling techniques, brands can create compelling campaigns that resonate with gamers and shape the future of in-game advertising. As the industry continues to evolve, staying agile and open to innovation will be essential for brands to navigate the dynamic landscape of in-game advertising successfully.

Netflix’s Advertising Odyssey: From Password Pirates to Advertisements and ARRRPU!

Pesach Lattin

2023-07-21

Netflix, the trailblazing streaming giant, has been revolutionizing the entertainment industry for years. In its Q2 earnings report for 2023, the company demonstrated its continued prowess in attracting subscribers and flexed its muscles in its foray into advertising.

Despite the impressive growth in its subscriber base and the potential for a lucrative advertising business, there are still hurdles to overcome. This article takes a deeper dive into Netflix’s Q2 earnings call, examining the factors driving its success, the challenges ahead, and the long-term potential of its advertising endeavors.

The Surge in Subscribers

Netflix’s Q2 earnings report revealed a remarkable rebound in subscriber growth, with 5.9 million new paid subscribers added during the quarter. This impressive turnaround came after the company had experienced a dip in its subscriber numbers the previous year. One of the key drivers behind this resurgence was Netflix’s aggressive campaign against password sharing.

The crackdown on password sharing is yielding positive results for Netflix, as sign-ups are now outpacing cancellations. With a global subscriber base of 238 million, the company’s efforts to enforce its policy across over 100 countries, including 80% of its revenue base, have paid off. This success has given Netflix confidence that it can maintain its strong subscriber growth trajectory.

The Advertising Push

Netflix made a bold move by introducing its ad-supported tier in partnership with Microsoft, despite previously denying any intention to enter the advertising business. The decision has proved strategic, as subscribers on the ad-supported tier nearly doubled during Q2, and more than 5 million members have already signed up for ad-supported plans.

However, Netflix is candid about the current state of its advertising revenue. While the growth in ad-supported memberships is promising, the revenue generated remains relatively small in the context of Netflix’s overall business. The company acknowledges that building an ad business from scratch is a challenging endeavor. Netflix has a long way to go before advertising becomes a substantial contributor to its revenue stream.

Challenges Ahead

Netflix faces several challenges in its pursuit of a lucrative advertising business. The ad-supported tier’s user base is still relatively small, constituting only 2% of its approximately 75 million U.S. subscribers. The company aims to capture more brand-focused linear TV ad dollars and eventually tap into the digital ad spending market. However, achieving these goals will require innovative strategies and steady growth in its ad-supported membership base.

Additionally, while the ad-supported tier shows higher average revenue per user (ARPU) compared to ad-free plans, ARPU has experienced a slight decline year-on-year. This trend underscores the need for Netflix to attract more users to its ad-supported plan and demonstrate consistent growth in ad revenue.

The Basic Plan Cut and Advertising Expansion

In a strategic move to drive subscriptions to the ad-supported service, Netflix decided to eliminate its lowest-cost ad-free option, the Basic plan, for new members in the U.S. and UK. This step aims to nudge subscribers towards the ad-supported tier, which offers an appealing price point at $6.99 per month.

Netflix is making efforts to expand its advertising offerings. It plans to target ads around its top 10 performing titles each day, providing advertisers with a unique opportunity to participate in the most popular shows and films on the platform. However, the company has been tight-lipped about sharing updates on the progress of its advertising features and its own ad tech stack.

Long-Term Potential

Despite the current challenges, Netflix remains optimistic about the long-term potential of its advertising business. The company emphasizes that it is still early days for both advertising and paid sharing initiatives. The crackdown on password sharing is expected to have an ongoing positive impact on subscriber growth, while the ad-supported plan is projected to continue doubling in sign-ups each quarter.

Netflix’s CFO, Spencer Neumann, expressed confidence in the company’s ability to develop advertising into a multibillion-dollar incremental revenue stream over the next several years. As the streaming giant continues to innovate and add more features to its advertising offerings, advertisers and investors will be keenly observing its progress in the competitive advertising landscape.

Netflix’s Q2 earnings call showcases the company’s unwavering commitment to growth and innovation. The surge in subscribers and the success of the crackdown on password sharing reflect Netflix’s ability to adapt to the ever-changing entertainment landscape. The introduction of the ad-supported tier demonstrates Netflix’s willingness to explore new revenue streams.

However, the company acknowledges that building a significant ad revenue stream from scratch will take time and effort. The small current size of the ad-supported user base presents a challenge, and Netflix must continue to work on attracting more subscribers to this offering.

As Netflix continues its journey to develop a multibillion-dollar advertising business, the path ahead may have bumps, but the streaming giant’s track record of innovation and resilience suggests it has the potential to reshape the advertising landscape in the years to come. Advertisers and investors alike eagerly await Netflix’s next moves in the pursuit of advertising success.

Schiller’s Showtime: A Media Maverick’s Insights Unveiled (Part II)

Pesach Lattin

2023-07-18

In the first part of our interview, we are introduced to Scott Schiller, a media maverick with a remarkable career spanning various influential roles in the industry. From his time at NBCUniversal and Glam Media to his current positions at NYU Stern School of Business and Progress Partners, Schiller’s expertise and insights have left an indelible mark on the media landscape. We delved into his keen observations about the impact of technology on the entertainment and media business and how innovation is the catalyst for change in an industry that often struggles to keep up with the pace of technological advancements.

Schiller’s experience with business model innovation and the challenges it entails is highlighted, along with his pivotal role in co-founding the Interactive Advertising Bureau (IAB) and its impact on the digital ecosystem. Moreover, the article explores Schiller’s enthusiasm for Connected TV (CTV) and the transformation of TV advertising through first-party data and identity. His excitement is palpable as he discusses the game-changing potential of Shoppable TV and its seamless integration of e-commerce into digital video, offering new avenues for marketers to drive meaningful customer actions and create engaging, interactive experiences.

Ultimately, Schiller’s forward-thinking approach demonstrates how the convergence of technology, data, and media presents boundless possibilities for reaching and engaging audiences, leading to tangible business impact like never before.

When it comes to the future of the media industry, Scott Schiller’s insights are as sharp as ever. He warns against complacency and stresses the importance of reinvention, stating, “The biggest mistake businesses can make is resting on their laurels or believing they do not have competition. Just look at Twitter, for instance. They have opened the door to companies like Instagram/Meta eating into their ‘exclusive’ place in the market. As we all move towards Web 3.0+, we see disruptors being disrupted. Reinvention is mandatory today.”

In a rapidly evolving landscape, media companies must grapple with significant challenges to achieve profitable growth. Schiller emphasizes the need for adaptability and agility, noting that companies now operate differently, especially in the post-COVID era. He observes, “Taking risks and making mistakes was long the territory of start-ups, but now we see divisions shuttered quickly if they don’t perform. Companies of all sizes and scale are expected to show a path to EBITA from day one. Business models must be realistic and grounded and not whiteboard dreamscapes.”

To enable organizations to move faster and think holistically, Schiller recommends breaking down silos and fostering a culture of teamwork. He believes in compensation structures that align with shared KPIs to encourage collaboration and emphasizes that every team member plays a crucial role in driving success. Schiller aptly summarizes this sentiment, stating, “Creating environments where trust and teamwork are evaluated alongside results from the ground up is critical to teams operating quickly and effectively.”

Schiller’s contributions to the rise of media brands and industry leaders are nothing short of remarkable. In his early days at MTV Networks, he passionately advocated for reaching overlooked youth audiences with premium content and engaging advertising. This visionary approach led to lasting success, attracting brands that followed the audiences. Schiller reflects on this pivotal time, sharing, “My early days at MTV Networks were all about evangelizing the power of (then) cable TV (a new technology for delivering television) to reach often overlooked demographics, youth audiences. We told the story of the importance of reaching these spending consumers with the right premium content (programming) and advertising creative (from advertisers) to entertain and engage audiences.”

At Comcast, after acquiring NBCUniversal, Schiller played a pivotal role in establishing a thriving digital advertising business when digital was yet to be considered mainstream. He united diverse teams and talent, molding them into a cohesive force driving innovation across the entire industry. Schiller reflects on this transformative period, stating, “Over many years, 16 separate digital sales and marketing teams across the corporation became united in talent, culture, mission, and performance. Today, that business is a leader in driving innovation across the entire industry.”

With an illustrious career spanning multiple senior roles, Schiller’s most valuable lessons can serve as a guiding light for aspiring business leaders. He shared the importance of bringing a great attitude and work ethic, consistently seeking opportunities to learn and improve. Schiller reflects on his lifelong journey of learning, stating, “I am a lifelong learner, and every day is a lesson (some harder than others). Realizing that one learns from all directions is essential and humbling, and why every day, I am thankful for being part of it and helping others where I can.”

Schiller’s passion for mentoring and developing people shines through in every aspect of his life, extending far beyond his professional pursuits.

As an Adjunct Professor at NYU Stern School of Business, he believes in fostering an environment of equal learning, where students and professor alike contribute to the discussion. Schiller’s approach to teaching is a testament to his belief in the power of mutual learning. He humorously remarks, “The dirty little secret of teaching is that I learn more than the students do! Each class is everyone’s responsibility. We’re equals.”

Scott Schiller’s journey from industry maverick to mentor and visionary is a testament to his unyielding dedication to the media and technology world. He leaves no stone unturned, constantly adapting and embracing change as it unfolds. His passion, combined with his sharp wit and unrelenting pursuit of innovation, make him a legend in the online advertising and adtech industry.

As we bid adieu to this digital savant, we are left inspired by his words and wisdom, knowing that the future of media rests in the hands of visionaries like Scott Schiller. Whether pioneering new business models, navigating the convergence of digital and linear TV, or mentoring the next generation of talent, Schiller’s impact on the industry is one for the ages. And so, as we look forward to the dawn of new media landscapes, we can’t help but wonder what other awe-inspiring feats the maverick of media has in store for us.

UrbanObserver

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