Sunday, July 27, 2025
All
Home Blog Page 27

The Future of Programmatic: Matt Barash Defends the SSP.

By
Pesach Lattin
-
0

In an exclusive interview with VideoWeek, Matt Barash, Vice President at IndexExchange, provides valuable insights into the ever-evolving programmatic advertising landscape. With over 20 years of experience, IndexExchange has transformed from an ad network into a formidable exchange model, helping publishers monetize their assets. Barash highlights the seismic shifts witnessed in the industry, emphasizing the rise of quality and video as paramount factors driving change.

As the global economy faced challenges over the past year, Barash notes that the programmatic advertising market experienced long-awaited consolidation. Previously, companies solely focused on representing the supply side and the sell side. However, some players, including public companies, expanded their horizons by engaging agencies and holding companies, actively seeking to secure demand and operate on both sides of the transaction. This shift redefined the traditional notion of an ad network.

Simultaneously, the industry witnessed certain SSPs struggling financially and closing their doors, while prominent companies decided to shutter their SSP and supply businesses. Amid these transformations, IndexExchange remains steadfast in its belief that the market is moving towards prioritizing quality and championing video. Barash emphasizes that all stakeholders, whether on the buy side or the sell side, are seeking to streamline their partnerships, aiming to achieve more with fewer collaborators.

For IndexExchange, this represents a long-term commitment to excellence. The company is determined to double down on enhancing the transactional relationship between the buy side and the sell side. Their focus lies in developing best-in-class products and technologies that enable efficient marketplaces. Additionally, they aim to empower the buy side to better comprehend programmatic video buying, as the channel itself is still in its nascent stages of evolution.

Looking back at the past decade, Barash points out a misalignment between ad tech and media. These two critical components of the industry struggled to understand each other, hindering progress. However, now is the opportune moment to level the playing field. With the explosive growth of DTV (Digital Television), conversations at industry events like Cannes Lions are dominated by discussions on the future of this channel.

Barash further explains that the increasing complexity of programmatic advertising presents a challenge for major broadcasters who were previously accustomed to linear models. Measurement becomes a pivotal factor, and broadcasters strive to comprehend partner and vendor selection to adapt to evolving standards. Meanwhile, agencies and buyers are steadily moving their investments into the channel. The role of the SSP, as Barash describes it, is to facilitate transactions, aligning with the trend of shifting from the open marketplace to controlled spending.

Controlled spending manifests in various ways. It may involve publishers agreeing to programmatic guaranteed fixed rates with buyers on a one-to-one basis. Alternatively, it could be part of a package deal. However, the legacy of the open marketplace does not seamlessly apply to the world of Connected TV (CTV) today.

Matt Barash envisions a future where programmatic advertising embraces quality, video, and efficient marketplaces. IndexExchange, with its extensive experience and unwavering commitment, stands at the forefront of this transformative landscape. As the industry continues to evolve, it is poised to navigate the complexities of programmatic advertising, ushering in a new era of understanding between ad tech and media.

 Unveiling the Sinister Web of Dark Patterns: Amazon’s FTC Lawsuit Sheds Light on Deceptive Practices

By
Pesach Lattin
-
0

In the ever-expanding realm of social media and online platforms, it is no surprise that businesses employ clever methods to catch consumers’ attention. However, what may appear to be personalized experiences designed to enhance our digital journeys are often insidious ploys known as “dark patterns.” These deceptive tactics, skillfully embedded within user interfaces, aim to exploit our vulnerabilities, coaxing us into relinquishing our data, time, and hard-earned money. While the term “dark patterns” may sound like a new addition to a dystopian novel, it has become an unsettling reality in the world of digital marketing and advertising.

The Genesis of Dark Patterns: What is a dark pattern?

Dark patterns in user interface design have become a growing concern in recent years. These are designs that are created with the intention of deceiving users into making choices that are not in their best interest. These patterns can take many different forms, such as trick questions, disguised ads, bait and switch techniques, and nagging prompts. The prevalence of dark patterns in today’s digital landscape is alarming, and consumers need to be aware of these manipulative designs.

One of the most infamous examples of dark patterns is the “roach motel” approach. This technique is used to trap users into a difficult and often costly decision-making process. The user is presented with a simple and attractive offer, but once they have committed to it, they are then presented with a series of additional options that are much more expensive or difficult to get out of. This is a common practice in the travel industry, where users may be offered a cheap hotel room but then find themselves locked into a long-term contract or subjected to hidden fees.

It is important for consumers to be aware of dark patterns and to know how to recognize them. This can be challenging, as many of these patterns are designed to be subtle and hard to detect. However, by being aware of these patterns and learning to recognize them, consumers can take steps to protect themselves and make informed decisions. Ultimately, it is up to designers and companies to create ethical and transparent user interfaces that empower users to make the best decisions for themselves.

One of the most alarming consequences of dark patterns is their ability to trick customers into unknowingly granting consent for invasive data tracking or unauthorized use of their personal information. These insidious tactics often present consumers with the illusion of control over their privacy settings, leading them to believe they are making informed decisions about data sharing. However, the interfaces are cleverly designed to steer users towards options that divulge the maximum amount of personal information.

The FTC Shines a Spotlight:

In the United States, the Federal Trade Commission (FTC) is tasked with safeguarding consumer interests and educating the public about the evolving risks associated with digital media and online marketing. In a recent report titled “Bringing Dark Patterns to Light,” the FTC exposed how companies across various industries utilize sophisticated design practices to deceive and manipulate consumers into purchasing products or services, or surrendering their privacy. Dark patterns were found prevalent in e-commerce, cookie consent banners, children’s apps, and subscription sales.

Among the companies caught in the crosshairs of the FTC’s scrutiny is e-commerce giant Amazon. The FTC alleges that Amazon employed manipulative, coercive, and deceptive user-interface designs, known as dark patterns, to trick consumers into enrolling in automatically renewing Prime subscriptions. Specific details regarding Amazon’s deceptive interfaces were redacted from the complaint, but it is alleged that the company was aware of these nonconsensual enrollments for years and deliberately impeded changes that would have reduced them.

One example cited by the FTC is Amazon’s use of an interface that places the enrollment option for Prime membership more prominently than the option to decline. While consumers are technically provided with the choice to decline, it is intentionally made less noticeable. The FTC claims that since at least 2018, Amazon knew that many consumers struggled to find the less prominent “No Thank You” link.

Furthermore, the FTC alleges that Amazon complicated the cancellation process for Prime subscribers, making it unnecessarily arduous for customers to end their membership. The company’s tactics, including the use of a cancellation process named “Iliad” after Homer’s epic Trojan War, were designed to frustrate users rather than facilitate their cancellation requests. Although Amazon recently revised its cancellation procedures, the FTC argues that problematic elements remain, requiring numerous clicks and extraneous information to complete the cancellation.

The Impact on Consumers:

The proliferation of dark patterns has profound implications for consumers. Not only do these deceptive practices erode trust and undermine user autonomy, but they also have significant financial consequences. Many individuals find themselves unwittingly enrolled in subscription services or charged for products they did not intend to purchase. The complexity of cancellation processes exacerbates the problem, leaving frustrated consumers trapped in unwanted subscriptions and struggling to regain control over their finances.

Moreover, dark patterns perpetuate a culture of surveillance and data exploitation. By nudging users towards granting extensive data permissions, companies can collect vast amounts of personal information, often without users fully comprehending the extent to which their privacy is compromised. This data is then utilized for targeted advertising, profiling, and potentially sold to third parties, amplifying the risks of identity theft, fraud, and invasive surveillance.

The Road Ahead:

The FTC’s lawsuit against Amazon and its efforts to bring dark patterns to light signal a growing recognition of the need to protect consumers from deceptive practices. However, addressing the pervasive use of dark patterns requires a multi-faceted approach involving collaboration between regulators, industry stakeholders, and user advocacy groups.

Regulatory agencies must establish clearer guidelines and standards that explicitly prohibit the use of dark patterns. Companies should be held accountable for employing manipulative user interfaces that exploit consumer vulnerabilities. Transparent and easily accessible privacy settings should be a default feature, empowering users to make informed decisions about their data sharing preferences.

In addition, fostering digital literacy and awareness among consumers is crucial. Education campaigns can help individuals recognize and resist the influence of dark patterns, equipping them with the knowledge to navigate the digital landscape safely. By promoting user empowerment and informed decision-making, consumers can regain control over their online experiences and protect their privacy.

The rise of dark patterns poses a significant threat to consumer rights, privacy, and autonomy in the digital age. The FTC’s lawsuit against Amazon serves as a stark reminder of the need to scrutinize and regulate the design practices employed by companies to manipulate and deceive users. It is imperative that stakeholders across industries collaborate to dismantle these deceptive tactics, ensuring that user interfaces are transparent, respectful of user choices, and protect individual privacy.

As consumers, it is essential to remain vigilant and informed about the potential risks associated with dark patterns. By staying educated and advocating for stronger regulations, we can collectively challenge the prevalence of these deceptive practices and foster a digital landscape that respects and prioritizes the rights and well-being of individuals. The fight against dark patterns is a crucial step towards a more transparent, ethical, and user-centric digital future.

The Trade Desk CEO, Jeff Green, Shares Insights on the Booming Ad Ecosystem and the Power of Unified ID

By
Pesach Lattin
-
0

In a recent interview with CNBC at Cannes, Jeff Green, the CEO of The Trade Desk, shed light on the evolving landscape of the advertising ecosystem and the unprecedented opportunities it offers. Green highlighted the immense growth potential, fueled by the rise of connected TVs, mobile advertising, and strategic partnerships with retail giants like Walmart and Walgreens. Additionally, he discussed the significance of the unified ID in empowering advertisers to leverage data and make more informed decisions.

The Expanding Opportunities in the Ad Ecosystem:

According to Jeff Green, there has never been a better time to be involved in internet advertising. The ad ecosystem is experiencing a surge in opportunities, with connected television emerging as a significant platform, particularly during the pandemic. The accelerated adoption of connected TVs has opened up new avenues for advertisers to reach audiences effectively. Moreover, the retail sector has also become an attractive arena for advertising, with partnerships forged with major players like Walmart and Walgreens. These collaborations enable precise ad targeting and impact tracking, further enhancing advertisers’ ability to optimize their campaigns.

To maximize advertising effectiveness, Jeff Green emphasized the importance of bringing data to the table. Advertisers seek to leverage their existing customer data to target individuals with similar preferences and interests. This approach ensures that ad dollars are spent more efficiently. However, in order to achieve this, a universal identity currency is required. Unified ID, according to Green, plays a pivotal role in bridging this gap. It allows companies like Warner Brothers Discovery to empower their customers by utilizing logins, email addresses, or phone numbers to enhance targeting capabilities. Unified ID provides a foundation for accurate user identification while prioritizing user privacy.

Navigating Regulatory Challenges:

Amid the expanding ad ecosystem, privacy and regulatory concerns have gained prominence. Jeff Green acknowledged the need for companies to crack down on practices that violate user privacy. He highlighted the ongoing push for stricter privacy measures, particularly in relation to Google’s practices.

Antitrust lawsuits from various entities, including the European Commission, the Department of Justice, the Texas Attorney General, and recently, Gannett, indicate a growing sentiment that the marketplace lacks fairness. Green’s comments suggest a strong opinion from publishers that the industry needs to rectify any imbalances and ensure a level playing field.

An Intriguing Anecdote from the Past:

During the interview, an intriguing anecdote emerged from Jeff Green’s personal history. He recounted a moment when he received a phone call from none other than Steve Jobs, the legendary CEO of Apple. Green vividly described the sparkle in Jobs’ eyes, which left a lasting impression on him. This anecdote raises curiosity about the nature of the conversation and its impact on Green’s decision-making. He reflected on the skepticism he faced from friends who questioned the wisdom of a particular decision, drawing parallels to Warren Buffett’s renowned investment philosophy. This anecdote underscores the importance of trusting one’s instincts and the ability to make bold moves even in the face of uncertainty.

Jeff Green’s interview provides valuable insights into the evolving landscape of the advertising ecosystem. It emphasizes the significant growth potential in areas such as connected TV and retail partnerships, creating unprecedented opportunities for advertisers. The discussion on unified ID showcases its role in empowering advertisers to leverage data effectively while respecting user privacy. The regulatory challenges highlighted by Green shed light on the need for a fair and transparent marketplace. Lastly, the intriguing anecdote from Green’s past serves as a reminder of the importance of confidence in decision-making, even when facing doubts. As the ad ecosystem continues to evolve, it is clear that strategic vision, adaptability, and ethical practices will be crucial for success.

Cannes Lions 2023: Attention-Driven Advertising Steals the Show 

By
Pesach Lattin
-
0

Cannes, France – The Cannes Lions festival witnessed a paradigm shift in the advertising world as attention-driven advertising stole the spotlight and left attendees buzzing with excitement. 

Amidst the glitz and glamour, industry heavyweights DoubleVerify (DV) and Scibids took center stage, unveiling their game-changing collaboration that had everyone talking.

DV, the crème de la crème of digital media measurement and analytics, joined forces with Scibids, the Jedi masters of artificial intelligence (AI) for digital marketing. Together, they unleashed the DV Algorithmic Optimizer, a mind-blowing offering that blended DV’s attention signals with Scibids’ AI-powered ad decisioning. Picture Iron Man teaming up with Doctor Strange—pure magic!

This epic collaboration delivered what seemed like advertising nirvana—a granular measurement and optimization solution that made heads spin. By tapping into the power of AI-generated optimization algorithms, advertisers could customize their campaigns to achieve specific objectives. It’s like having a personal ad genie granting your every wish!

The results were nothing short of jaw-dropping. Fortune 500 brands that hopped on board the DV Algorithmic Optimizer express train witnessed a 63% surge in attention levels and an eye-popping 95% increase in average impressions won. Say hello to success and wave goodbye to mediocre campaigns!

Diageo, the marketing wizards known for their obsession with performance measurement, were ecstatic about the partnership. Joshua Nafman, VP of Data at Diageo, couldn’t contain his excitement as he declared their commitment to using AI and attention-based bidding to unleash the full potential of their marketing sorcery.

Let me elaborate on the exciting topic of attention-driven advertising! In addition to the DV Algorithmic Optimizer, there was another game-changing innovation showcased at Cannes Lions. Anzu, a company specializing in in-game advertising, partnered with Lumen Research to conduct a two-year study. The results of this study were nothing short of astonishing.

 They showed that in-game ads have the ability to captivate audiences, increase recall rates, and even boost purchase intent among gamers. This means that by incorporating your brand into video games, you can immerse your audience in the action and make a lasting impression. It’s an incredibly effective way to reach your target market, and the potential benefits are enormous.

As the curtain fell on Cannes Lions, attendees were invited to embark on an enchanting journey into the world of attention measurement aboard the DV Yacht, ASYA. DoubleVerify hosted an intriguing panel discussion titled “From Buzz to Bottom Line: How Leading Brands are Making Attention Pay,” where industry pioneers shed light on the revolutionary concept of attention-driven advertising. Get ready to have your mind blown!

In a world where digital ad budgets face intense scrutiny, the rise of attention-based metrics is nothing short of a game-changer. With the power of AI and machine learning at their fingertips, advertisers can finally crack the code of consumer behavior, optimize campaigns for maximum attention, and reap the rewards of increased profits, acquisition, and customer retention. It’s like turning lead into gold, but for the advertising world!

Cannes Lions 2023 marked a pivotal moment where attention-driven advertising took the stage, stole the spotlight, and left a lasting impact on the industry. With the dynamic collaboration between DoubleVerify and Scibids, alongside groundbreaking research from Anzu and Lumen Research, the advertising landscape will never be the same again. The future is here, and it’s all about capturing attention and transforming it into ad gold!

Unmasking the Scam: Made-for-Advertising Sites Exposed

By
Pesach Lattin
-
0

An in-depth look at the hidden world of MFA sites and the staggering impact on advertisers’ budgets
Over 15 years ago I exposed Mike Warsinske, the owner of OverAdMedia as being involved in one of the biggest Made for Advertising Site schemes in the US. He was loading dozens if not hundreds of banners on websites in order to collect as much money. My expose virtually ruined his career and he’s done not much since. This scam continues years later, and the networks seem not to care again.

In a world dominated by programmatic advertising, the allure of maximizing ad impressions and clicks can lead advertisers down a treacherous path. Enter the realm of Made-for-Advertising (MFA) websites – a breeding ground for spam, click-bait, and low-quality content. These sites have been quietly siphoning billions of dollars from unsuspecting advertisers, while tarnishing their brands in the process. A recent study by the Association of National Advertisers (ANA) reveals the alarming extent of the MFA problem, urging advertisers to take immediate action. Brace yourself as we delve into the twisted world of MFA sites and unveil the need for vigilance in protecting ad campaigns.

The Shocking Statistics:
The ANA study, analyzing a staggering $123 million of ad spend from 35 billion impressions, uncovers some distressing findings. MFA sites account for a whopping 21% of paid impressions, signaling a significant drain on advertisers’ programmatic display ad budgets. These sites, often riddled with click-bait headlines, subpar content, and an overwhelming number of banner ads, collectively generate a mind-boggling $13 billion in revenue globally each year. It’s time to dissect the anatomy of MFA sites and expose the dangers they pose to advertisers.
MFA sites are purpose-built platforms solely focused on ad arbitrage. Their primary objective is to generate revenue from ad clicks, often at the expense of user experience and brand reputation. Employing click-bait headlines, sensational imagery, and low-quality content, these sites create an environment designed to maximize ad impressions and clicks. The user is bombarded with a plethora of ads, cleverly positioned near buttons to encourage accidental clicks. While Google’s ad placement policies explicitly forbid excessive advertising and accidental clicks, MFA publishers bypass these guidelines by relying on alternative ad networks like Taboola and Outbrain, or through a network of low-quality sellers.

Advertisers need to be aware of the inherent risks associated with running ads on MFA sites. The dangers include:

Excessive Ads: MFA sites prioritize ads over content, flooding pages with banners that surround articles and tempt users into accidental clicks.
“Accidental” Clicks: Ads strategically placed near buttons and other interactive elements increase the likelihood of inadvertent clicks, leading to higher bounce rates and lower time spent on the page.
Hidden Ads: MFA sites employ tactics such as stacked ads and pixel stuffing, rendering ads invisible to the human eye while charging advertisers based on impression volume.
Spammy Content: Click-bait headlines, divisive stories, and explicit imagery form the backbone of MFA site content, offering little value to users.
Reputation Risk: Associating with low-quality content and lower-tier products on MFA sites can damage a brand’s reputation and credibility.
Poor Ad Performance: Advertisers can expect lower conversion rates, inefficient ad spend, and diminished return on investment when running campaigns on MFA sites.
The Urgent Need for Action:
The ANA’s study serves as a wake-up call for advertisers to reevaluate their digital ad strategies. MFA sites account for a significant portion of wasted programmatic ad spending, amounting to an estimated $20 billion in a global marketplace valued at $88 billion. Advertisers must roll up their sleeves and dive into the intricacies of log-level data to identify and exclude unsavory content from their media buys. Taking control of the situation requires dedication, but the ANA’s insights and recommendations provide a crucial starting point for advertisers to reclaim lost ad dollars.

The Rise of AI-Generated News:
As AI-generated news sites proliferate, the problem intensifies. With the ability to create thousands of unreliable news outlets annually, these sites thrive on programmatic ad revenue. Their existence, funded in part by blue-chip advertisers, poses a dual threat of misinformation and a drain on ad budgets. The ANA’s report sheds light on the unintended consequences of deploying massive ad budgets without considering the long-term effects.
It’s time for advertisers to reclaim control over their programmatic advertising endeavors. The ANA’s study has pulled back the curtain on the deceptive world of MFA sites, exposing their detrimental impact on ad budgets and brand reputation. By adopting the study’s recommendations and diligently monitoring log-level data, advertisers can stem the flow of wasted ad spending and protect their brands from association with low-quality content. The path to redemption starts with awareness, vigilance, and a commitment to responsible advertising practices.

Supply-Path Optimization: Unraveling the Complexity of Programmatic Ad Buying

By
Pesach Lattin
-
0

The lack of transparency and complexity in the programmatic ad buying ecosystem has left advertisers scratching their heads, unsure who they’re buying from and how much of their ad spend is being eaten up. Enter supply-path optimization (SPO), the industry’s answer to untangling this web of confusion.

At its core, SPO is about buyers making deliberate choices to identify the most efficient connections and transact with sellers. The goal is to eliminate inefficient and expensive paths to supply, ensuring that advertisers get the most value for their investment. However, the term “SPO” has been thrown around by nearly every constituent in the supply chain, creating unnecessary complexity and confusion. It’s time to cut through the noise and focus on the core opportunity at hand.

The SPO battle is heating up, with industry giants like The Trade Desk, Magnite, and Pubmatic launching competing solutions such as OpenPath, Clearline, and Activate, respectively.

But why are we breaking the programmatic supply chain in the first place? 

The answer is simple: margin and control. The growth of online video and connected TV (CTV) has attracted significant investment, leading to a land grab for both supply and demand.

 Traditional demand-side platforms (DSPs) and supply-side platforms (SSPs) are no longer necessary intermediaries in this landscape. Most online video and CTV deals can be executed directly through integration into the publisher’s ad server, eliminating the need for additional platforms.

There is much debate surrounding the benefits of supply path optimization (SPO), a technique used by advertisers to gain more transparency and control over the programmatic advertising supply chain. While some view SPO as a valuable tool for improving ad performance and increasing ROI, others remain skeptical of its true value. One such skeptic is industry expert Matt Barash, who argues that SPO can be used for creative accounting and margin manipulation, and that it often masks the core issues at play in the competitive landscape.

Barash’s concerns about SPO stem from a belief that the technique can be easily used to manipulate data and metrics in order to make supply chain partners appear more effective or efficient than they actually are. By doing so, advertisers can create a false sense of competition among partners, leading to higher costs and less transparency overall.

Additionally, Barash argues that SPO can be a distraction from the real issues at play in the advertising industry, such as ad fraud and viewability concerns.

Despite these criticisms, many advertisers are still eager to embrace SPO as a way to optimize their programmatic advertising efforts. By gaining greater visibility and control over the supply chain, advertisers hope to reduce costs and improve performance across their campaigns. However, it remains to be seen whether SPO will live up to its promises, or if it will prove to be a wolf in sheep’s clothing, masking deeper issues in the industry.

So, how does SPO actually work?

 Each DSP has developed its own strategy for supply-path optimization. Some use it to identify the most relevant bids with the highest chance of winning, while others use it to turn off SSPs that don’t implement second-price auctions. The key reasons for DSPs to embrace SPO are bid duplication and the various auction mechanisms used by SSPs.

Header bidding, in particular, has put a strain on DSPs, processing a higher volume of impressions per second. Additionally, the industry needs more transparency in pricing and auction dynamics to ensure fair and efficient transactions.

But wait, aren’t all auctions conducted using the second-price model? Unfortunately, that’s not the case. Each SSP has its own logic for how it submits bids into a publisher’s ad server, including second-price, first-price, or other auction formats. This mix of auction models, exacerbated by the proliferation of header bidding, creates a significant challenge for DSPs and highlights the need for SPO.

Companies like Xandr and Iponweb have developed their supply-path optimization algorithms to address these challenges. Xandr analyzes a publisher’s SSP partners, traffic, and win patterns to automatically turn off SSPs using “aggressive auction tactics.” On the other hand, Iponweb offers SPO as a third-party service to DSPs, leveraging technologies like artificial intelligence (AI) and machine learning (ML) to optimize supply paths.

However, the journey to effective SPO is not without its hurdles. In the vast sea of supply chain jargon, the terms “choice” and “optimization” are often misused, leading to confusion and a lack of consensus on the definition and benefits of SPO. While buyers seek SPO insights to negotiate better terms and reduce bid duplication, sellers view it as a way to understand how DSPs bid and increase their chances of making a sale.

The challenge lies in finding the right mechanism for eliminating duplication while considering the impact on advertiser results.

Deduplication may seem like a straightforward solution, but it’s not that simple. Perfectly duplicating exchanges and choosing one over the other does not guarantee optimal results, as various factors come into play, such as fees, transparency, take rates, and auction models.

 Real-time deduplication is technically infeasible due to the speed and scale of RTB auctions. Instead, SPO systems employ static, per-placement, per-region mappings of duplicate paths to supply, making intelligent decisions about which auctions to bid on. However, unless the exchanges are identical in every aspect, there will always be variations in value, resulting in suboptimal outcomes.

While the buy side has largely embraced SPO, the sell side remains skeptical. Publishers are financially incentivized to work with as many partners as possible, leading to a proliferation of supply paths. 

However, changes are underway as DSPs, SSPs, and agencies strike SPO deals and create curated marketplaces that exclude publishers with inefficient supply paths. The ultimate goal is to eliminate structural inefficiencies in the market, driving economies of scale and superior unit economics.

As the industry navigates the intricate web of programmatic ad buying, supply-path optimization stands as a potential solution to streamline and optimize transactions. However, it is crucial to cut through the jargon and focus on the core opportunities presented by SPO.

 By understanding the complexities, challenges, and potential benefits, advertisers can make informed decisions about their programmatic ad spend, ensuring efficiency and transparency in an ever-evolving landscape.

Deka Lash Appoints Cathy Hall as First Ever Chief Marketing Officer, Accelerating Growth and Innovation in the Beauty Industry

By
Pesach Lattin
-
0

Deka Lash, a pioneering beauty brand specializing in eyelash extensions and brow services, has recently made a significant move in strengthening its leadership team. The company announced the appointment of Cathy Hall as its first-ever Chief Marketing Officer (CMO). With over two decades of experience in trust-based services retail, Hall brings a wealth of expertise to the fast-growing beauty franchise. This article delves into the significance of this appointment and explores Deka Lash’s position in the thriving do-it-for-me lash extension market.

The Rise of the Do-It-For-Me Lash Extension Market

The beauty industry has witnessed a tremendous surge in the do-it-for-me lash extension market, which is predicted to grow by over $570 million by 2027, according to Technavio. This service appeals to a wide range of consumers, spanning various backgrounds and age groups, who seek to enhance their natural beauty. Lash extensions provide a convenient “no makeup” look without the need for mascara application. Additionally, many customers view lash extensions as a means of self-expression, allowing them to experiment with different lash shapes, thicknesses, and colors.

Deka Lash, founded by Jennifer Blair, a former stay-at-home mom and Lash Artist, started as a small operation in the back of a rented space within a day spa. Today, it has grown into one of the largest and fastest-growing brands in the eyelash extension market, boasting 132 studios across North America. Deka Lash’s success can be attributed to its premium in-studio experience, highly skilled Lash Artists, commitment to unsurpassed quality standards, and dedicated franchisees.

Recognizing the need for continued growth and innovation, Deka Lash has appointed Cathy Hall as its first-ever Chief Marketing Officer. Hall, a seasoned marketing leader with an impressive track record, brings her passion for franchising and a results-driven approach to the role. Her previous experiences as a marketing officer with franchises like The Joint Chiropractic and Midas International, along with her leadership in services, customer experience marketing, and e-commerce at PetSmart, make her an invaluable addition to the Deka Lash team.

As Deka Lash aims to expand its business to new heights, Cathy Hall’s role as CMO will focus on supporting franchisees and enhancing the customer experience. Deka Lash provides franchisees with a comprehensive training program, a proprietary studio design that optimizes the client experience, personalized customer service, and an industry-leading membership program. By combining these elements with Hall’s marketing expertise, the company is well-positioned to meet the growing demand for eyelash extensions and drive significant expansion across the United States and beyond.

With a proven business model and a market ripe for expansion, Deka Lash is poised for continued success. The company expects to have over 150 studios by the end of the year, further solidifying its position as a leading brand in the eyelash extension industry. Deka Lash’s commitment to delivering exceptional service, the empowerment of its clients, and the dedication to its Lash Artists and quality products distinguish it from the competition.

The appointment of Cathy Hall as Chief Marketing Officer marks an exciting milestone for Deka Lash. With Hall’s extensive marketing experience and passion for franchising, the company is well-equipped to navigate the competitive beauty industry and capitalize on the growing demand for lash extensions. As Deka Lash continues to prioritize customer satisfaction,

Musk vs. Yaccarino:The CEO Showdown Twitter Didn’t See Coming

By
Pesach Lattin
-
0

In the tumultuous world of Twitter, where hashtags rise and fall like the tides, a new CEO has taken the helm. Linda Yaccarino, facing the Herculean task of taming the unruly social media beast, finds herself in a quagmire of skepticism and disbelief.
The source of her predicament? None other than her boss, the Twitter-addicted maverick, Elon Musk.
In this witty and in-depth exposé, we delve into the challenges Yaccarino faces as advertisers shy away from the platform, and the reputation she must salvage amidst the chaos wrought by the enigmatic Musk.

Musk’s Midas Touch Turns to Ashes:
When Elon Musk acquired Twitter, hopes were high for a revitalization of the platform. Little did we know that his social media presence would unleash a torrent of slurs against minority groups. Musk’s controversial remarks on race, combined with his penchant for resurrecting extremist figures, have left top advertisers running for the hills.

In a leaked email thread, advertisers aired their grievances, expressing doubts about the Chief Twit himself. Tariq Hassan, McDonald’s Chief Marketing and Customer Experience Officer, eloquently pointed out the “potential for brand safety compromise we should all be concerned about” resulting from Musk’s penchant for leveraging success to further questionable agendas. Diana Haussling, a high-ranking executive at Colgate-Palmolive, emphasized that as a black woman, she couldn’t simply turn a blind eye to the impact of hate speech.

The Musk-Inflicted Wounds:
One can’t help but wonder which specific incidents prompted such fervent dissent from advertisers. Could it be Musk’s defense of a cartoonist who spewed racist remarks? Or perhaps his warm embrace of neo-Nazis, white supremacists, and suspended conspiracy theorists? Whatever the case, the scars of Musk’s actions remain etched in the annals of Twitter’s history.

As the newly appointed CEO, Linda Yaccarino finds herself walking a tightrope. Her mission: to regain advertisers’ trust while transforming Twitter into a beacon of accuracy and inclusivity. However, her task is akin to juggling fireballs while wearing a blindfold. How can she reconcile Musk’s commitment to unfiltered free speech with the demands of advertisers for a safe and responsible platform?

The Disappointing Cannes No-Show:
Advertisers yearned for a glimmer of hope at the Cannes Lions festival, where Twitter’s presence could signal a renewed commitment to transparency and brand safety. Alas, Yaccarino’s decision to forgo the event left advertisers feeling jilted and craving direct engagement with the platform’s leadership. Can she win them back without a Cannes spectacle?

Yaccarino’s vision of a reformed Twitter clashes head-on with Musk’s love for controversy. Can she bring advertisers back to the fold while simultaneously appeasing her enigmatic boss? The delicate tightrope she walks requires the finesse of a ballerina and the cunning of a chess grandmaster. The question remains: Can Yaccarino outmaneuver Musk’s Twitter storm and steer the ship towards calmer waters?

In a shocking twist to the already tumultuous situation, a confidant of Linda Yaccarino has revealed that the newly appointed CEO is contemplating quitting her position. It appears that Yaccarino’s frustration stems from Elon Musk’s refusal to take her seriously and grant her the true authority to enact meaningful change within the company.

Instead, Musk has relegated her to the role of a glorified VP of Sales, stifling her ability to transform Twitter from the top downThis revelation adds another layer of complexity to the challenges Yaccarino faces, as she grapples with the realization that Musk still reigns supreme as the CEO, leaving her position precarious and her aspirations for Twitter’s redemption in doubt.

In the realm of Twitter, where words carry weight and controversies abound, Linda Yaccarino faces an uphill battle. With Elon Musk as her boss, the road to redemption is paved with skepticism from advertisers and a tarnished reputation.
Yaccarino’s wit, intelligence, and strategic prowess will be tested as she attempts to strike a delicate balance between free speech and brand safety.

The Evolution of CTV Measurement: Unveiling the True Potential of Connected TV Advertising

By
Pesach Lattin
-
0

In the ever-evolving world of digital advertising, the rise of Connected TV (CTV) has garnered significant attention. Advertisers recognize the immense potential of CTV as a powerful marketing channel, but its growth has been accompanied by persistent measurement challenges. 

The lack of transparency, precision, and reliable audience data has left many questioning the effectiveness of CTV advertising. However, as the industry strives to overcome these hurdles, a new era of CTV measurement is on the horizon, promising to reshape the marketing technology landscape.

 I want to explore the current state of CTV measurement, the pressing need for direct connections, the role of CTV within the omnichannel equation, and the innovative partnerships paving the way for a brighter future.

The Measurement Conundrum: Separating Reality from Buzzwords

As the popularity of CTV advertising continues to grow, more and more companies are investing in this technology. However, many are finding themselves struggling to measure the effectiveness of their campaigns. Despite claims of “great targeting” and “AI-powered optimization,” many advertisers are left with vague promises and little concrete evidence to support their efforts.

This lack of transparency in CTV advertising is a major concern for many companies. Without precise measurement and clear results, it becomes difficult to make informed decisions about where to allocate marketing budgets and how to optimize campaigns. As one industry observer noted, “AI Targeting turns out to be nothing but buzzwords and absolute nonsense.” He pointed out that one solution that had gained attention in 2022 had absolutely zero proof that it actually worked. Why are media buyers even considering these companies if it’s complete and absolute BS? Because they are frankly, completely lazy and probably don’t read this column. 

 This lack of concrete evidence only serves to undermine the credibility of CTV advertising as a whole.

To truly optimize CTV campaigns, advertisers need to demand more from their partners. They need to push for greater transparency and accountability in measurement practices. This means looking beyond vague claims of “great targeting” and demanding tangible evidence of campaign performance. Only then can advertisers make truly informed decisions about how to allocate their marketing budgets and drive real results. By demanding more from their partners, advertisers can help to ensure that CTV advertising continues to deliver real value for years to come.

The Dark Side of CTV: Frauds, Reselling Practices, and Inventory Confusion

The CTV industry has seen some impressive growth over the years, but with it comes some concerning practices that have tarnished its otherwise stellar reputation. Opaque reselling practices, fraud schemes, and inventory confusion have made it difficult for advertisers to trust the CTV landscape. It’s shocking to learn that CTV ad fraud schemes have risen by 70% between 2020 and 2021, and that an estimated $140 million has been siphoned off from the marketplace. As a result, advertisers are looking for more direct means of buying CTV inventory, which has led to a reduction in the number of intermediaries involved.

To address these challenges, publishers and advertisers are having more direct conversations. Brands are demanding transparency, which has led to the rise of supply path optimization. This solution brings buyers and publishers closer than ever before, and it is making a huge difference in the industry. With supply path optimization, advertisers can be sure that their ads are being seen by the right people, and publishers can make more money by selling their inventory directly to buyers. It’s a win-win situation for everyone involved.

The Pursuit of Precision: CTV in the Omnichannel Equation

Well, well, well. Looks like CTV has some growing up to do. It’s time for CTV to move out of its silo and join the big kids in the omnichannel playground. The current disconnect between CTV and other digital and mobile channels just isn’t cutting it anymore. If CTV wants to reach its full potential, it needs to integrate seamlessly with the larger omnichannel framework.

Why is this so important, you ask? Well, for starters, advertisers are looking for opportunities to buy CTV inventory in a way that aligns with their broader digital strategies. They want to maintain a direct connection to the source and ensure they can maximize their ROI. And who can blame them? We all want to get the most bang for our buck. So, if CTV can integrate and form direct relationships with advertisers, everyone wins.

The future of CTV buying lies in integration and direct relationships, my friends. This is not a drill. CTV silos can no longer stand on their own. It’s time to join forces with the rest of the digital world and unlock the full potential of CTV. So, let’s all raise a glass to integration and say goodbye to silos once and for all. Cheers to a brighter, more connected future!

Paving the Way: Innovative Partnerships and Groundbreaking Solutions

Recognizing the urgent need for reliable measurement solutions, industry leaders have come together to pioneer new approaches to CTV measurement. Brand Metrics, a global technology company specializing in demonstrating the effectiveness of digital advertising, has partnered with XITE, a music video streaming service, to develop a world-first CTV measurement solution. This partnership aims to provide advertisers with concrete evidence of campaign effectiveness, addressing the long-standing challenge of measuring the impact of CTV campaigns. By combining measurement methodologies with comprehensive data, this collaboration promises to revolutionize how CTV advertising is assessed.

Similarly, DoubleVerify, a renowned ad verification and measurement company, has joined forces with TVision, a provider of second-by-second TV viewing analysis. Their alliance seeks to offer a holistic attention measurement solution for CTV advertisers. By combining ad exposure data, viewer presence, and eyes-on-screen attention signals, DoubleVerify and TVision aim to provide superior performance-based measurement on CTV. This comprehensive solution will enable advertisers to justify budget allocations, validate campaign effectiveness, and optimize digital investments.

Looking Ahead: A Bright Future for CTV Measurement

The convergence of increased CTV ad spend, measurement challenges, and the drive towards omnichannel integration sets the stage for a transformative period in the marketing technology landscape. As CTV data becomes more precise, accessible, and actionable, advertisers will pivot towards targeted and nimble buying and optimization strategies. The industry is on the cusp of a marketing technology M&A landscape that prioritizes CTV opportunities focused on measurement, omnichannel integration, and minimizing steps between publishers and advertisers. As economic pressures mount, CTV must prove its worth at the omnichannel media table to earn its place and deliver superior outcomes for brands worldwide.

Again, growth of CTV advertising has undeniably disrupted the digital advertising landscape, but measurement challenges have hindered its full potential. However, the industry is not shying away from the problem. Through innovative partnerships, groundbreaking measurement methodologies, and a drive toward omnichannel integration, the future of CTV measurement looks promising. As CTV evolves, advertisers will have access to reliable insights, actionable data, and enhanced transparency, ushering in a new era of precision and effectiveness. The time has come for CTV to demonstrate its maturity and solidify its position as a game-changing marketing channel.

Adeptia Names Joanna Schloss as Chief Marketing Officer to Drive Growth and Innovation

By
Pesach Lattin
-
0

Adeptia, a leading provider of B2B data integration and business data exchange solutions, has announced the appointment of Joanna Schloss as their new Chief Marketing Officer. With this strategic move, Adeptia aims to accelerate its rapid growth and enhance its go-to-market strategy, focusing on product innovation, customer engagement, and brand awareness.

Joanna Schloss brings with her extensive expertise in data integration, big data analytics, and business intelligence. Throughout her 25-year career, she has successfully launched a wide range of products catering to both startups and Fortune 500 companies. Prior to joining Adeptia, Schloss served as a key figure at Smartbear, where she led various teams responsible for product marketing, analyst relations, marketplace, and open-source initiatives. Her previous experience also includes over four years as part of a Dell Center of Excellence, where she specialized in data and information management, offering effective solutions to clients seeking to convert data into valuable insights.

Vance Loiselle, the CEO of Adeptia, expressed his confidence in Schloss, stating that her track record of driving growth for enterprise SaaS businesses aligns perfectly with the company’s plans for expansion. Adeptia aims to achieve new heights through product innovation and the expansion of its salesforce, making Schloss’s marketing skills and strategic vision crucial for their continued success.

Excited about her new role, Joanna Schloss highlighted her passion for technology and collaboration. She expressed her eagerness to work closely with customers and colleagues to bring game-changing innovations to the market.

Schloss emphasized that Adeptia’s ability to build powerful products that effectively solve real business problems has been a key driver for customer loyalty. She is thrilled to join Adeptia and aims to lead a world-class marketing team that will propel the company’s growth strategy while promoting their message to a wider audience.

When asked about her career path, Schloss shared the story of her first job as an engineering consultant, where she discovered her love for working with customers and utilizing data and analysis to provide insights. She further discussed her early experiences with startups, big data, and analytics, as well as her passion for helping customers share their success stories.

Reflecting on her time at SmartBear, her former employer Schloss recounted an interesting anecdote about starting her job amidst the COVID-19 pandemic. She described the challenges faced by both herself and her colleagues as they transitioned to remote work. Despite the hurdles, she found the experience to be memorable and an opportunity for growth.

Recognizing the importance of mentorship, Schloss expressed gratitude towards her friend and mentor, JW. She credited him for believing in her abilities and pushing her to become a thought leader in the analytics and big data space. With his encouragement, Schloss achieved early success and has since continued to make significant contributions in her field.

Schloss’s appointment as Chief Marketing Officer aligns with Adeptia’s pursuit of transformational growth. Following a strategic growth investment of $65 million by PSG in March 2023, Adeptia aims to drive software innovation, enhance customer success, and expand its market adoption.

Key Executive Emma Chalwin Leaves Salesforce for Workday Inc

By
Pesach Lattin
-
0

In a bold move to strengthen its global marketing efforts and drive customer demand, Workday, Inc. has announced the appointment of Emma Chalwin as its new Chief Marketing Officer (CMO). Chalwin, an esteemed marketing executive known for her expertise in building brands and uplifting women in leadership.

Workday, a leader in enterprise cloud applications for finance and human resources, has chosen Chalwin to oversee its global marketing organization as the company enters a new phase of growth. With her extensive experience in marketing leadership roles at renowned technology companies like Salesforce, McAfee, Macrovision, and Adobe, Chalwin brings a wealth of knowledge and a proven track record in driving international brand awareness.

According to Carl Eschenbach, co-CEO of Workday, Chalwin’s appointment aligns with the company’s values and vision for the future. He expressed his excitement about welcoming Chalwin to the team, emphasizing her world-class leadership and deep expertise across all facets of marketing.

Chalwin has been a trailblazer in the marketing and technology industries, challenging traditional norms and championing diversity. She has long believed that success in marketing today depends on fostering diverse perspectives, leveraging data creatively, and, above all, being authentic.

In a recent interview, Chalwin shared her insights on the changes she has witnessed in the technology industry and marketing roles throughout her career. She noted a significant increase in diversity within marketing and technology, with more women taking on leadership roles and corporations actively promoting inclusivity at all levels. Chalwin acknowledged the positive impact of initiatives encouraging girls to pursue coding skills, with companies like Salesforce investing heavily in empowering young women through education programs.

Chalwin also emphasized the evolving nature of marketing, which has transitioned from a focus on creativity to a data-driven approach. She expressed her enthusiasm for the new era of marketing, where measuring engagement and analyzing data are paramount to success. Chalwin believes that a blend of art, science, creativity, and data is what sets marketing professionals apart in today’s competitive landscape.

When asked about her personal journey as a woman in leadership, Chalwin highlighted the common challenges faced by many women, including self-belief and confidence. She stressed the importance of providing platforms for individuals to shine and showcasing their potential, regardless of whether they tick all the boxes. Chalwin’s mentoring efforts reflect her commitment to empowering talented individuals and promoting their growth within the organization.

As a leader, Chalwin values integrity and authenticity. She ensures that her team members can be their authentic selves at work, fostering an environment where they can excel in their roles. Chalwin’s leadership philosophy revolves around creating a sense of purpose and aligning individuals’ work with their passions, ultimately driving exceptional performance.

When it comes to building a team, Chalwin embraces diversity and seeks out talent with a diverse range of perspectives and backgrounds. She believes that a blend of grit, determination, passion, and emotional intelligence is essential for a high-performing team. Chalwin values talent from various fields, recognizing that the best team is not solely comprised of individuals from top universities but also includes those who have learned through life experiences.

For Chalwin, success as a leader is measured by staying true to one’s values and creating an environment where people can thrive. She emphasized the importance of defining success collectively as a team, and her leadership style encourages individual growth and development by aligning roles with each team member’s soul-stirring work.

Workday’s appointment of Emma Chalwin as Chief Marketing Officer demonstrates the company’s commitment to diversity, authenticity, and innovation. With Chalwin at the helm of the global marketing organization, Workday aims to strengthen its brand presence and drive customer demand as it continues to evolve and thrive in the ever-changing world of enterprise cloud applications.

GainShare and KeyTV Network Join Forces to Optimize Content and Expand Brand Reach

By
Pesach Lattin
-
0

GainShare, a leading performance marketing agency has announced its strategic partnership with KeyTV Network, the esteemed media platform founded by the multi-talented entertainer Keke Palmer. This collaboration aims to leverage GainShare’s optimization expertise and targeted advertising to expand KeyTV’s reach and effectively engage its desired audience. The partnership underscores the significance of bridging the gap between content, the creator economy, and a performance-driven approach to cultivate larger audiences.

KeyTV Network was created by Keke Palmer as a means of spotlighting a new generation of creators, democratizing digital content, and providing a platform for diverse voices. Palmer believes that everyone should have access to high-quality content, and KeyTV Network accomplishes this by offering a diverse range of scripted and unscripted series and programming. Currently available on YouTube and Facebook, KeyTV also maintains a strong presence on Instagram, TikTok, and Twitter.

“We are excited about the future growth of the network in our partnership with GainShare. KeyTV Network was very well received when we first launched, and we want to build on that momentum to help redefine what stories, content, and engagement look like for the next generation,” expressed KeyTV Network. “We can only do that by reaching diverse audiences, optimizing our messaging, and learning through data. We are thrilled to see what we all do together.”

The partnership is focused on expanding engagement and access to KeyTV’s unique and original content and programs. It represents an exciting collaboration between two teams dedicated to driving audience growth and building brand awareness. GainShare’s involvement includes various key areas:

Content Optimization: GainShare will provide consulting services for ad creation, social promotion, thumbnail, and metadata execution, as well as other channel optimization needs. Digital Marketing: The agency will handle digital performance media planning and buying for KeyTV Network. Analytics & Real-Time Measurement: GainShare will offer fully integrated analytics and success data to monitor and optimize KeyTV’s performance.

“Cass Baker, President of GainShare, stated, “GainShare will utilize advanced optimization techniques and industry-leading digital marketing strategies across platforms and channels to amplify KeyTV’s captivating content. Through a data-driven approach and audience insights, GainShare aims to help KeyTV reach new heights and achieve substantial growth. Together, GainShare and KeyTV are looking to further revolutionize the media landscape by combining digital marketing expertise with innovative content offerings, propelling KeyTV to global success.”

KeyTV Network represents a millennial and Gen Z-driven, BIPOC and culturally attuned digital brand that reimagines the concept of a network. It provides a curated space for young people to enjoy authentic and diverse content both on and off the screen. Inspired by Keke Palmer’s impactful career as an entertainer, KeyTV embodies a future-forward digital network. Leveraging Palmer’s extensive knowledge and expertise in both traditional and digital entertainment, KeyTV opens the doors and invites viewers to experience the culture.

GainShare, on the other hand, brings over 35 years of deep expertise and proven response-generating techniques to performance marketing. With a presence in Chicago, Los Angeles, and Toronto, the agency offers direct-to-consumer marketing services encompassing strategy, creative, digital, media, and analytics. As scientific, creative, and predictive marketers, GainShare is passionate about driving measurable results that accelerate their clients’ businesses. The agency consistently exceeds acquisition and profit objectives, providing solutions that help clients grow their brands and gain market share.

The partnership between GainShare and KeyTV Network signifies a significant step towards optimizing content and expanding brand reach. By combining GainShare’s marketing expertise with KeyTV’s unique programming, the collaboration is poised to revolutionize the media landscape and empower diverse voices. As the partnership takes flight, audiences can expect an even more engaging and inclusive digital experience from KeyTV Network.

Unleashing the Power of Connected TV: A Comprehensive Guide to Boosting ROI

By
Pesach Lattin
-
0

Connected TV (CTV) has emerged as a dominant force in the advertising landscape, captivating audiences with its immersive content experience. However, despite its rising popularity, many marketers still underutilize the full potential of CTV, missing out on significant returns on their investments. In this comprehensive guide, we will explore effective strategies and tactics to help marketers boost their ROI in the CTV realm

Connected TV (CTV) has seen significant growth in recent years, but a new report reveals that many marketers are not fully capitalizing on its potential. According to a study by Analytic Partners (AP), CTV accounts for only 7% of total marketing spend, despite offering a 30% higher return on investment (ROI) compared to other channels. The study suggests that this underutilization is due to marketers’ false beliefs about the difficulty of attributing and measuring CTV’s impact. While many digital channels provide immediate performance metrics, CTV’s influence on consumer purchasing decisions lasts longer and has a greater impact.

CTV is transforming the living room television experience and providing marketers with a data-rich platform for advertising. By 2026, it is estimated that 1.1 billion households worldwide will own a smart TV, offering brands a vast audience and data-driven advertising opportunities. As brands leverage data to align their marketing touchpoints, CTV’s potential will be realized, allowing them to build awareness and drive outcomes. The inclusion of a direct response element in CTV will ensure that its true ROI impact is recognized.

Currently, CTV is primarily used for branding purposes, with over 70% of marketers focusing on awareness and views as measures of success. However, performance metrics are gaining traction, with almost half of marketers citing engagement as a key performance indicator (KPI). Despite this, only a minority of marketers are actively utilizing outcome-based metrics such as return on advertising spend (ROAS).

The demand for performance metrics in CTV is driven by new advertisers who find traditional linear TV too expensive. By leveraging technology that allows customer relationship management (CRM) data to be extended into TV, smaller direct-to-consumer (D2C) brands are taking advantage of digital targeting parameters that go beyond linear TV capabilities. This shift is making CTV an exciting and valuable environment for performance-oriented advertisers.

To support these advertisers, TV hardware manufacturers are starting to offer outcome-based ad buys. For example, LG recently announced plans to provide brands with a guaranteed level of performance from their CTV advertising, backed by third-party verification to deliver transparency and confidence. This represents an opportunity for brands to focus on delivering ROI by using media that drives results.

QR codes are also experiencing a resurgence in CTV advertising, boosted by the familiarity consumers gained with them during the pandemic. With 79% of people having their phone or another device in their hands during ad breaks, using QR codes on CTV seems to be a logical choice. New dynamic QR codes designed specifically for CTV are emerging, and it is predicted that the number of US smartphone users scanning a QR code will rise to 99.5 million by 2025. When brands offer additional digital signals indicating engagement, interest, and attention, CTV becomes further integrated into the consumer’s journey.

However, not everyone is convinced that QR codes are the future of CTV advertising. Some predict low hit rates as living rooms are not conducive to photographing the big screen. Despite this, most believe that CTV ads will incorporate QR codes, although nearly half of them believe that something better is needed.

Integrating CTV into the overall marketing channel mix is crucial for marketers. With the demise of third-party cookies, relying on trustworthy data sources and collecting first-party user data becomes paramount. However, it is not just about first-party data; activating second- and third-party audience data is critical to access audiences that linear TV cannot reach across all screens.

Marketers are increasingly looking to shift from viewing CTV as a separate medium to one that can be seamlessly integrated into their omnichannel marketing strategy. This integration allows for more effective campaigns and offers opportunities for leveraging universal IDs to match audiences to viewer data. By closing this loop, omnichannel strategies become more targeted and personalized, maximizing the impact of CTV advertising.

One of the challenges marketers face with CTV is the measurement and attribution of its impact on consumer behavior. Traditional methods of measuring TV ad effectiveness, such as surveys and panel data, may not provide accurate insights into the performance of CTV campaigns. However, advancements in technology and data analytics are enabling more sophisticated measurement capabilities.

Advanced analytics platforms and tools are emerging to help marketers accurately attribute conversions and measure the ROI of CTV advertising. These solutions leverage data integrations, machine learning algorithms, and probabilistic modeling to connect CTV ad exposures with consumer actions, such as website visits, app downloads, and purchases. By understanding the full customer journey and attributing conversions to CTV ads, marketers can gain valuable insights into campaign performance and optimize their strategies accordingly.

Another area of focus for marketers is targeting and personalization in CTV advertising. With the ability to gather data on viewer demographics, interests, and behavior, CTV offers a wealth of targeting options to deliver relevant and personalized ads to specific audiences. Marketers can leverage this data to create audience segments and tailor their ad creative, messaging, and even ad sequencing to resonate with different viewer groups. By delivering highly targeted and personalized ads, marketers can enhance engagement, increase conversion rates, and drive better overall campaign performance.

In addition to targeting and personalization, interactive and immersive ad experiences are gaining traction in the CTV space. With features such as interactive overlays, shoppable ads, and interactive games, marketers can engage viewers in a more interactive and participatory way. These interactive elements not only capture viewers’ attention but also provide opportunities for direct engagement and conversion. By incorporating interactive elements into CTV ads, marketers can create memorable experiences that drive brand awareness, consideration, and action.

As CTV continues to evolve, marketers must stay informed about the latest trends and best practices to effectively leverage this channel. Collaborating with CTV platform providers, ad tech partners, and data analytics experts can help marketers navigate the complexities of CTV advertising and unlock its full potential. By embracing CTV as a valuable component of their marketing mix, marketers can reach a growing audience, deliver targeted and personalized experiences, and achieve measurable results.

In conclusion, the underutilization of CTV by marketers presents a significant opportunity for those willing to embrace this channel. With its higher ROI, data-rich environment, and growing audience, CTV holds immense potential for brands to connect with consumers and drive business outcomes. By adopting advanced measurement and attribution techniques, embracing targeting and personalization, and exploring interactive ad experiences, marketers can optimize their CTV advertising strategies and maximize their impact in the evolving media landscape. As the CTV ecosystem continues to mature, it is essential for marketers to adapt and integrate CTV into their omnichannel marketing strategies to stay ahead in the competitive digital advertising landscape.

In the era of Elon Musk’s leadership, Twitter’s advertising business has been facing significant challenges and a steep decline in revenue.

By
Pesach Lattin
-
0

 While Musk remains optimistic about the company’s prospects, internal documents obtained by The New York Times and insights from current and former employees shed light on the concerning state of Twitter’s ad sales. 

With advertisers growing increasingly wary of hate speech, pornography, and controversial content on the platform, Twitter’s ad revenue continues to plummet. 

There is absolutely no way to be pleased or impressed with the current landscape of Twitter’s advertising business and the uphill battle it faces to regain advertisers’ trust.

The Decline:
The recent financial report from Twitter has shown a significant decline in their advertising revenue for the April-May period this year. The data revealed that the revenue was 59 percent lower than the same period in the previous year, resulting in a total of $88 million. 

This is a concerning trend for the company, as they consistently fall short of their weekly sales projections, sometimes even by as much as 30 percent, according to internal documents.

The forecast for June does not bode well either, as it indicates a continued decline with ad revenue expected to be down at least 56 percent compared to the same period in 2022. 

This trend could have significant implications for the future of Twitter and its ability to generate revenue. As such, the company may need to consider alternative strategies to overcome this challenge.

Advertiser Concerns:
The current situation on Twitter is causing a lot of worry and concern among advertisers. Many are hesitant to associate their brands with the platform due to the increase in hate speech, pornography, and ads promoting online gambling and marijuana products. This has led to major ad agencies and brands such as General Motors and Volkswagen pausing their ad spending on Twitter.

 In addition to these issues, advertisers are also accusing Twitter of cheating in its ad counting practices, which raises further doubts about the platform’s integrity. 

It is clear that Twitter needs to address these concerns if it wants to maintain the trust and support of advertisers.

Musk’s Impact:
Since Elon Musk’s acquisition of Twitter and his subsequent takeover as CEO, the company’s advertising business has faced a series of setbacks. Musk’s controversial statements, conspiracy theories, and the reinstatement of barred Twitter users have alienated advertisers and eroded their trust in the platform. The departure of key sales executives further exacerbated the challenges.

The Issues with Child Sexual Exploitation Material:
Twitter is facing a serious issue with the presence of accounts promoting child sexual exploitation material (CSAM) on their platform. Despite efforts to combat this problem, numerous accounts continue to post tweets offering to sell or trade such material.

 These tweets use well-known signs, signals, and hashtags associated with CSAM, which highlights Twitter’s failure to effectively address this violation of its rules. The situation is alarming and requires immediate attention from the social media platform to ensure the safety of its users, especially minors. It is crucial that Twitter takes strong action against such accounts and implements effective measures to prevent them from operating on its platform. 

The promotion of CSAM is a serious crime and should not be tolerated in any form. Twitter must do its part in preventing such content from being shared on its platform to ensure a safe and secure online environment for all users.

The Role of Linda Yaccarino:
Linda Yaccarino, a highly experienced media executive from NBCUniversal, has recently been appointed as the new CEO of Twitter. There are high hopes that Yaccarino’s expertise in both traditional and digital media will help the platform overcome its current challenges. 

However, she is stepping into a difficult situation, with declining ad sales, concerns over brand safety, and several key executives having left the company. Yaccarino’s leadership, strategic vision, and decision-making will be critical in rebuilding trust with advertisers and driving growth in revenue. It remains to be seen how she will approach these challenges, but her appointment has generated much interest and excitement within the industry.
Let’s also be clear here: she is a scapegoat. Musk doesn’t believe she can save the company, but when it crashes and burns, he can blame Yaccarino. 
Twitter’s advertising business is at a critical juncture, facing a steep decline in revenue and a loss of advertiser trust. Elon Musk’s tenure as CEO has been marked by controversies and a failure to address crucial issues such as hate speech, pornography, and CSAM.

 With the appointment of Linda Yaccarino as CEO, Twitter aims to regain its footing and rebuild its advertising business. The path to recovery will require a comprehensive strategy to address brand safety concerns, improve content moderation, and rebuild relationships with advertisers.

 Only then can Twitter hope to revitalize its ad platform and reclaim its position as a leading social media advertising platform.

1...262728...1,257Page 27 of 1,257

Other Great Reads

Data, Dance, and Daring Campaigns: Erin Levzow’s Approach to Building Loyalty

Pesach Lattin - 0
How Mango Habanero, Metrics, and Masterful Moves Redefined Marketing Genius Every so often, a guest comes along who doesn’t just raise the bar—they throw it into orbit. Erin Levzow is one of those guests. From the moment she joined The ADOTAT Show, it was clear we were in the presence of brilliance. Erin is a marketing powerhouse, blending emotional intelligence with razor-sharp strategy, all wrapped in a package of humor, humility, and dazzling storytelling. She’s the...

Streaming’s Big Lie: The Future of TV Is Already Broke

Pesach Lattin - 0
Streaming was supposed to be the savior of TV—the rebellious new kid with no commercials, endless content, and an open bar of binge-worthy dopamine hits. But, as Doug Shapiro’s sharp, no-BS research reveals, the revolution is out of cash and looking for a loan. Streaming doesn’t just monetize less—it barely monetizes at all. For every streaming dollar generated, old-school pay TV is making it rain with three dollars in subscriber fees and seven dollars...

How to Narrow the Scope of Information Sought by an FTC Civil Investigative Demand (CID)

Richard B. Newman - 0
A civil investigative demand (“CID”) is the instrument by which the Federal Trade Commission exercises its compulsory process authority in connection with investigations.  CIDs may require the production of documents - including electronically stored information – or tangible things, the provision of testimony, and the providing of written responses to questions. A CID must state the nature of the conduct constituting the alleged violation which is under investigation and the provision of law applicable to...

Did Your Company Receive a Letter From the FTC?  FTC Warning Letters and Notices of Penalty Offense

Richard B. Newman - 0
Recipients of FTC warning letters and notices of penalty offense should be on high alert and act quickly. Their advertising and marketing practices could be in violation of applicable legal regulations. What is an FTC Warning Letter? Federal Trade Commission “warning letters” are intended to warn companies that their conduct is likely unlawful and that they can face serious legal consequences, such as a federal investigation or lawsuit, if they do not immediately stop. ...

The Good, the Bad, and the SPO-ly

Pesach Lattin - 0
The Hidden Flaws Behind Ad Tech’s Favorite Buzzword. Supply Path Optimization (SPO) is my love-hate relationship in ad tech personified. It’s the reason I fell for this industry’s maddening brilliance—and why it sometimes feels like a bad rom-com where no one learns their lesson. At its core, SPO promises efficiency, transparency, and accountability, and when it works, it’s like watching a Rube Goldberg machine perform flawlessly. But when it doesn’t—and let’s be honest, that’s most...

Must Read

About Us

ADOTAT is the leading digital publication for CMOs online. Published by Pesach Lattin, renown online advertising journalist and leader.

Contact us: pace@lattin.us

Follow Us

© Copyright 2022 Pesach CV Lattin & ADOTAT.com