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Saturday, July 19, 2025
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How Elon Musk is Rewriting ‘The Communist Manifesto’

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Ah, the latest episode in the soap opera that is Elon Musk’s stewardship of the beleaguered platform formerly known as Twitter, now rebranded as ‘X’—because apparently, what this saga needed was a more cryptic moniker. Musk, our antihero, declared this morning that his version of “free speech” requires the punitive arm of the law to clobber anyone not applauding his rhetoric. This isn’t just a bastardization of the concept; it’s a full-blown identity theft.

The absurdity doesn’t end there. Musk, the self-anointed “free speech absolutist,” is howling for a lawsuit against the coalition of advertisers who have dared to abandon X  (Hah, let’s call it an X-odus) under his erratic reign. 

But why stop at civil suits? 

Musk also demands criminal prosecution for these erstwhile capitalist participants who have committed the cardinal sin of deciding where to spend their advertising dollars. It seems in Musk’s world, free market principles are more guidelines than actual rules, unless they serve his interests.

This vaudevillian legal threat performance comes amidst a backdrop of advertisers like IBM, Walt Disney, and Warner Bros. giving X the cold shoulder, not just over leadership qualms but spurring from more grave concerns like allegations of antisemitism. Musk’s reaction? Not introspection, not a corporate strategy pivot, but a belligerent doubling down and a call to legal arms against those exercising their rights within the marketplace.

Adding to this melodrama is the chorus led by Ben Shapiro, contributing his own brand of conspiracy theories about how legacy media, social platforms, and elected officials are orchestrating a grand scheme to financially starve anyone on his ideological side. Yes, because corporate America, known for its ruthless pursuit of profit, is suddenly in the business of political vendettas—at least in the alternate reality Shapiro and Musk are peddling.

Musk’s move is a remarkable attack on the very pillars of capitalism and free enterprise. He’s not just biting the hand that feeds the advertising industry; he’s trying to handcuff it to the sinking ship of his social media platform. Under the guise of defending free speech, Musk is ironically championing an authoritarian approach where dissenting market choices are met not with competitive improvement but with punitive legal threats. It’s as if he’s casting himself as the director, producer, and star of his own dystopian movie, where freedom includes mandatory applause and fiscal loyalty.

This isn’t just about a boycott. This is about a fundamental misunderstanding or, more cynically, a deliberate misrepresentation of what free speech entails. Musk’s crusade against his critics and the free market principles exposes a profound irony. He leverages the very freedoms of a democratic, capitalist society to ascend to his zenith, only to turn around and scorn these principles when they don’t play out in his favor.

Furthermore, Congress has jumped into this fray with its own investigation into the Global Alliance for Responsible Media (GARM), weaving yet another thread into this tangled narrative. They allege that GARM has colluded with companies to sabotage X’s revenues. Here, the plot thickens, as the governmental body that should champion free enterprise and market-driven decisions is now scrutinizing a group for allegedly influencing the market—essentially doing what a market is supposed to do: self-regulate based on participant values and ethics.

As this saga unfolds, Musk’s narrative seems less about safeguarding free speech and more about silencing the wallet’s free will. Musk is revealing an authoritarian streak wide enough to drive a Tesla Semi through. It’s a chilling precedent in an era where corporate giants are increasingly seen as custodians of moral and social responsibilities. Musk’s vision of free speech is not just selective; it’s deeply self-serving. It champions a discourse where the only voices that matter are those that echo his own, and any dissent is met not with argument or persuasion, but with legal warfare and calls for incarceration.

Reminder of the the grand illusion of Elon Musk as a bootstrap capitalist is as thinly veiled as a ghost at a Halloween party. The man who decries government handouts has, paradoxically, built his empire on a thick bedrock of government subsidies. Musk’s enterprises, from Tesla to SpaceX, have not just sipped but guzzled from the taxpayer-funded trough to the tune of approximately $4.9 billion in government support, according to reporting by the LA Times and analysis by the Institute for Energy Research. These funds have come in various flavors—grants, tax breaks, factory construction perks, discounted loans, and more.

It’s a feast of irony, really. Musk often positions himself as a stalwart libertarian, beating the drum against government intervention, yet his corporate vessels sail on seas swollen with public cash. This juxtaposition reaches peak comedy as he shakes one fist at the government while the other hand remains outstretched for more, more, more. Even as he settled in Texas, a move touted for its tax advantages, his companies continued to reel in lucrative government contracts and tax incentives, further padding the pockets of what is already one of the world’s greatest private fortunes. So, next time Musk tweets out something about slashing government subsidies, remember it’s part of his act in the grand circus of modern capitalism where he plays the ringmaster and the clown​

In this bizarre theatre of Musk’s making, he seems to forget that in a truly free market, the audience—consumers, advertisers, the public at large—gets to boo. And right now, from the stalls to the balconies, the reviews are in, and the critics are not pleased. This isn’t just an attack on the principles of free speech; it’s an assault on the very essence of market dynamics and capitalist enterprise. Musk’s misunderstanding of both could fill volumes, but then again, perhaps this is just the kind of plot twist he relishes in his role as Silicon Valley’s enfant terrible.

Elon Musk’s latest lurch into the legal landscape, suing advertisers who dared abandon his “free speech” haven, is a play ripped right from the well-thumbed pages of the communist playbook. In these systems, free speech is often touted during the rise to power as a fundamental human right, cherished and upheld. But watch out! Once entrenched, the state reveals its true colors: those rights become conditional, existing only insofar as they serve the collective—as defined by the powers-that-be, of course.

You see, under communism, as espoused in its various implementations, the individual’s needs and rights dissolve into the broader needs of society—or more precisely, into what the state decides the society needs. Take, for example, the Soviet-era control of media and public discourse, where anything counter to the party’s line was squashed under the guise of protecting the state or improving society. Musk’s move to penalize those not lining up to fill his coffers has a similar flavor: it’s not about preserving free speech but ensuring speech aligns with his own commercial and personal ideologies.

In communist regimes, the script flips once the leaders secure power. Rights become tools for the state to leverage, control, or withdraw to maintain control. This bait-and-switch mirrors Musk’s approach: championing unfettered speech until it threatens his realm, at which point the legal hammers are brought out. It’s an authoritarian twist to the tale, where freedom is promised but only delivered wrapped in chains. This method, seen in various historical examples from the Soviet Union to modern China, showcases how initial promises of liberty are often just smoke and mirrors—a strategy Musk seems keen to emulate as he transforms his platform into a stage for his autocratic interpretation of free speech

TikTok’s Ad Exodus: Navigating the Murky Waters of Geopolitical Gambles and Shifting Sands

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Oh, how the mighty are faltering! TikTok, once the golden child of digital ad realms, now finds itself in a precarious dance with destiny, sidestepping landmines laid by none other than the U.S. government. The platform’s meteoric rise in the advertising world has hit a snag, a big, regulatory-sized snag. As the figures from MediaRadar reveal, what started as a mere slowdown from a 19% growth in March to a sluggish 6% in May has morphed into a full-blown retreat. The big guns—Target, DoorDash, Bayer, and Procter & Gamble—aren’t just trimming their budgets; they’re hacking away with abandon. What gives? Let’s unpack this digital drama with a sprinkle of irreverence and a dash of foresight.

The trigger, my friends, was as dramatic as the climax of a spy thriller: a presidential signature that put TikTok on a countdown to divestiture or face oblivion in the U.S. market. President Biden’s decree, demanding TikTok’s parent company ByteDance to sell to a U.S. entity or shut shop, was a plot twist TikTok didn’t see coming in its screenplay. The platform’s response? A lawsuit claiming this move is a direct punch to the First Amendment. Cue the legal battles and a thick cloud of uncertainty settling over advertisers’ heads.

In the shadowy, uncertain corridors of digital advertising, where whispers of doom travel faster than a viral meme, TikTok finds itself the protagonist in a modern-day Greek tragedy. Advertisers, once zealous patrons of this digital darling, are now recoiling as if they’ve touched a hot stove. The fear? Investing heaps of cash into what might soon become a barren, digital ghost town. This isn’t just cold feet; it’s a strategic moonwalk away from potential calamity.

“Wait and see,” they murmur in the dimly lit conference rooms of media agencies. But let’s decode that, shall we? In the lexicon of the cautious and the savvy, “wait and see” is often a polite euphemism for “brace yourselves, the storm’s coming.” This isn’t just a hiccup for TikTok—it’s a tremor shaking the very foundations of the digital ad ecosystem.

As TikTok’s fortunes hang in the balance, jittery ad dollars are fleeing the nest, seeking refuge in safer, perhaps less exhilarating, abodes. Enter stage left: YouTube, Instagram, and Facebook, grinning like Cheshire cats as they lay out a veritable feast of digital delights. They’re not just opening their doors; they’re rolling out the red carpet, popping the champagne, and lighting the beacons.

These platforms, once seen as the old guard, suddenly shimmer with the allure of safe harbors in the brewing storm. YouTube, the wise old sage of the group, is pulling tricks from its sleeve with new shopping tools and algorithms that promise advertisers not just eyeballs, but engaged, wallet-opening eyeballs. Instagram and Facebook, not to be outdone, have decked their halls with new features so tantalizing, one might forget the tumultuous winds swirling outside.

This isn’t merely a shift; it’s a technicolor metamorphosis of the advertising landscape. As TikTok’s star dims under the harsh glare of geopolitical spotlights, its rivals bask in the glow of newfound attention, painting their offerings in broad, vibrant strokes that promise continuity, stability, and perhaps a dash of excitement in these uncertain times.

The lesson here is as old as time but as fresh as this morning’s headlines: change is the only constant, and flexibility is the master key in the ever-twisting labyrinth of digital marketing. As the tectonic plates of media shift beneath our feet, those who adapt with grace—and a flair for the dramatic—will not only survive but thrive. For advertisers, this is not the end of an era but the beginning of a renaissance, a chance to repaint their strategies on a broader canvas, with colors both bold and subtle, in shades of resilience and innovation.

In the grand chessboard of digital advertising, where TikTok has unwittingly become less a king and more a geopolitical pawn—vulnerable, caught between power brokers wielding legislative gavels. The industry must confront this gargantuan elephant, lounging comfortably in the boardroom: TikTok’s fate, swinging like a pendulum with the unpredictable rhythms of political machinations. This isn’t just about the whims of millions of users curating dance challenges; it’s about the iron fists of policy-making that could squash those viral dreams in a heartbeat.

So, what’s a savvy marketer to do in such turbulent times? The answer, wrapped in the glittering foil of wisdom, is diversification. Casting your financial hopes on a single platform is akin to betting on a racehorse galloping on thin ice—thrilling, yes, but perilously risky. The smart money diversifies, spreads its risks across multiple platforms, ensuring that if one falls victim to the capricious tides of geopolitics, the entire campaign doesn’t sink with it.

Indeed, placing all your eggs in one basket is precarious at best and, at worst, a strategic blunder of titanic proportions. Imagine that basket, woven not by the hands of fate but by the uncertain, often erratic hands of Uncle Sam—ready to snatch it away on a whim. The wise will scatter their seeds across several fields, knowing that while one might falter, others will flourish.

The implications of this are profound. Advertisers and brands must navigate these waters with the agility of a cat and the foresight of an oracle. They must become fluent not only in the language of memes and viral content but also in the dialects of regulatory landscapes and political climates. It’s about constructing a portfolio of platforms, each selected not just for its flashy user base or cutting-edge features, but for its stability, its resilience against the storms of government scrutiny and geopolitical upheaval.

This strategic diversification is not just a defensive play; it’s a proactive strategy that positions brands to capitalize on opportunities across the spectrum. By spreading investments, they tap into diverse audience pools, hedge against sudden regulatory changes, and adapt to the ever-evolving digital environment. This approach paints a picture not of retreat, but of smart, dynamic engagement—creating a mosa

For brands, the writing on the wall is clear: innovate or perish. TikTok’s rivals are not just copying; they are adapting and potentially improving upon the very features that made TikTok a powerhouse. Brands should be looking to these platforms to diversify their ad spend and to explore new, innovative ways to engage with their audiences. Moreover, this situation underscores the importance of agility in digital strategy. Brands must be ready to pivot, to experiment with new platforms, and to be at the forefront of adopting technologies that align with consumer behaviors which are increasingly fickle.

TikTok’s current predicament is a case study in how external factors like geopolitical tensions can influence digital marketing strategies. The lesson here is not just about the risk of regulatory changes but about the opportunity it presents for other players in the market. For advertisers, this is a wake-up call to reassess their dependencies and to cultivate a more adaptable, robust approach to digital advertising.

As we watch this saga unfold, let us not just be spectators but active participants in understanding and shaping the future of digital advertising. The question now is not just about who will win this round but about how we can all learn from these upheavals to build a more dynamic and resilient digital marketing landscape. Buckle up (figuratively speaking, of course), it’s going to be a wild ride in the ad world.

Revenue-Share Orgy: Why Ad Agencies Are in Bed with Everyone

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Alright, folks, let’s talk about the elephant in the room that’s been tap dancing on our coffee tables while we all pretend it’s a pet cat. 

Dave Morgan of Simulmedia has pointed out something that’s not just wrong—it’s like discovering your favorite vegan restaurant serves prime rib on the sly. We’re talking about those “strategic” partner deals with opaque revenue shares, push-button “black box” trading with murky inventory pools, and a whole industry thriving on willful ignorance. It’s like we’re living in a digital version of “The Emperor’s New Clothes,” and everyone’s too scared to admit they see the naked truth.

DAVE MORGAN, SIMULMEDIA

Gone are the days of good old-fashioned handshakes, transparent deals, and face-to-face negotiations. Now, it’s all about “camera-off” meetings, avoiding eye contact, and pretending our ethical compass isn’t spinning like a fidget spinner. We’re all being tasked to do more with less, and while data-powered analytics and automated platforms are undeniably crucial, they shouldn’t replace the dialogue and transparency that kept our ecosystem from imploding. Morgan hit the nail on the head: We’re not going to fix our industry’s anemic ad-driven sales growth without rekindling the critical thinking, transparency, trust, and communication that originally built our business. This isn’t just about dragging our heels on the return of in-person meetings—it’s about an industry-wide decision to stick our heads in the sand and hope the problems will just go away.

Remember when media ad sales were made between actual humans, not faceless algorithms? Buyers would scrutinize their purchases with a “post-buy” analysis, especially in national TV, making timely adjustments based on real-time GRP delivery. Sellers could spot deficiencies and rectify them on the fly, ensuring everyone got their money’s worth. Fast forward to today, and it seems programmatic buys rarely get this level of scrutiny—if they get any at all. These “strategic partner deals” are cloaked in non-disclosure agreements thicker than a mobster’s alibi. The people striking these deals don’t want campaign funders to know how the money is shuffled around. In the world of mystery, there is margin. The real shocker? These revenue shares often drive more profit than the base client fees. The tail is wagging the dog, with media, data, and verification vendors chosen to optimize platform profits, not client results.

Let’s call it what it is: cheating, lying, and downright sleazy. It’s not like each company only has one strategic partner they rev-share with. If anything, they rev-share with as many as possible—certainly, any willing to provide a significant percentage and guarantee it as well. The rampant opacity and revenue-sharing in programmatic advertising are not just frustrating—they’re damaging the very fabric of the industry. Advertisers, misled by skewed statistics and murky dealings, are left wondering why their campaigns aren’t delivering. This opacity often leads to less effective advertising, causing a cascade of blame-shifting. It’s like playing a game of musical chairs where the music never stops, but everyone’s still scrambling for a seat.

What’s even more concerning is the fiduciary irresponsibility of Boards and CEOs who allow this to continue for short-term gains. By prioritizing these rev-share deals, they’re sacrificing long-term client trust and effectiveness, driving advertisers away from agencies and towards in-house solutions. It’s a short-sighted strategy that ultimately undermines the firm’s longevity. This system breeds perverse incentives. Agencies and platforms are constantly juggling numbers to “prove” their methods are effective, contorting data into pretzels to make it look like they’re delivering value. The reality? They’re covering up the black box’s opacity, masking the true inefficiencies and failures of the system. This isn’t just dishonest—it’s borderline fraudulent.

Yet, here we are, still allowing it to happen. The industry is watching this train wreck in slow motion, convinced it’s some avant-garde performance art. We’re sitting front row with popcorn, pretending this isn’t a catastrophe unfolding before our eyes. The numbers game has turned into a grotesque charade, with everyone playing along to keep the facade intact. Agencies and platforms are more interested in keeping their rev-share deals alive than in producing effective, transparent campaigns. The health of our industry is at stake, yet we continue to prioritize short-term gains over long-term integrity.

Dave’s hope is that as Connected TV (CTV) grows and walled gardens like Amazon and Roku prioritize ad experience and yield, we might finally crack open these notorious black boxes. It’s a nice dream, but the financial incentives are too deeply entrenched in favor of opacity and short-term profits. The reality is that these walled gardens are more interested in controlling their ecosystems and maximizing their yields than in fostering transparency. They’re like the exclusive nightclubs of the ad world—unless you’re on the VIP list, you’re left standing outside, peering through the tinted windows. The allure of easy profits and the comfort of the status quo mean that any real push for transparency is met with the same enthusiasm as a root canal.

But let’s get real here. Even if the CTV giants decided to embrace transparency, they’d still be navigating a minefield of vested interests and entrenched behaviors. Breaking open the black boxes is like trying to clean out a hoarder’s house—there’s so much junk, hidden treasures, and downright garbage that it’s hard to know where to start without a complete overhaul. The system’s designed to be murky, with layer upon layer of secrecy and complexity that benefits those who know how to game it.

Dave’s optimism is commendable, but without a seismic shift in how we prioritize transparency over profits, we’re just rearranging deck chairs on the Titanic. The industry needs a radical change, a willingness to sacrifice short-term gains for long-term stability and trust. Until then, hoping for transparency in the ad tech world is like waiting for that rainstorm in the desert—occasionally you’ll feel a raindrop, but mostly you’re left dry and disappointed, staring at a mirage of what could be.

In the end, it’s up to us—advertisers, agencies, platforms—to demand better. We need to push for clarity, to shine a light into these black boxes, and to dismantle the perverse incentives that keep them in place. It’s a tall order, but if we don’t act, we’ll be left wandering the desert, chasing mirages and wondering why the oasis always seems just out of reach.

The AdTech Adventurer: Myles Younger’s Recipe for Success

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If the ad tech industry were weather, it’d be Portland—typically cloudy with a chance of unexpected sunshine. For Myles Younger, a clear morning without the usual downpour is less about meteorological luck and more a mirror to the unpredictable yet occasionally brilliant world of digital ads. It’s like navigating through fog with a broken GPS—you never know when you’ll hit a pothole or discover a new shortcut.

Transitioning from the skies to the breakfast table, Myles’s morning meal is as loaded as his calendar. He opts for an everything bagel, which, much like his approach to the digital domain, includes a bit of everything to kickstart the day. This culinary choice isn’t just about satisfying hunger; it’s a strategic decision, a mirror reflecting his business philosophy. Each bite is a blend of different tastes, much like his daily grind—a mix of challenges, innovations, and the occasional easy win. This isn’t just breakfast; it’s a crash course in daily strategy, buttered and served warm every morning.

In the quiet embrace of dawn, Myles Younger starts his day not with a jolt, but with a pause. The house is still, the kids haven’t yet stormed the castle, and the only sound is the subtle sizzle of yesterday’s bacon finding new life in today’s breakfast. It’s a rare slice of solitude where the day’s chaos hasn’t yet breached the walls of his morning sanctuary. Myles cherishes this time, understanding that once the day kicks off, it’s like being strapped to a runaway carousel of emails, calls, and crises. His philosophy is simple yet profound: “I always just sit and eat. I don’t try to work while I’m eating breakfast.” This isn’t just breakfast; it’s a daily ritual of grounding—a bacon-tinged meditation.

But as the sun rises higher, so does the digital pulse of Myles’s day. The tranquility of the morning gives way to the relentless glare of the computer screen. It’s a portal to a world wired with potential and packed with panic—an endless scroll through digital demands that mirrors the undercurrents of anxiety pulsating through the ad tech industry. This screen is both a battlefield and a playground, where victories are hard-fought and the enemy—restlessness—is relentless. Myles captures the essence of this modern malaise, noting, “The anxiety you get from being on a computer all day… it’s a real thing.” It’s an acknowledgment that even in the digital age, the human element can’t be coded out; instead, it’s often coded under stress.

Myles Younger’s career path has more twists than a season finale of Game of Thrones. Kicking off in B2B marketing, where buzzwords fly thicker than arrows at the Battle of the Bastards, Myles navigated his way through the ad tech maze with the agility of a Silicon Valley start-up CEO dodging IPO questions. From marketing maestro to tech guru, his journey reads like a who’s who of the digital world, each pivot sprinkled with a bit of that startup magic dust.

Upon his entry into U of Digital, after his gig at MediaMonks, Myles encountered what can only be described as a different beast. “Especially joining U of Digital, which I’m exposed to a different variety of the industry than I was at MediaMonks,” he quips. This wasn’t just a career shift; it was like swapping a well-worn baseball glove for a set of quantum physics textbooks. U of Digital threw him into the deep end of the pool—except the water was made of code and the pool was actually a think tank filled with every bleeding-edge tech shark in the industry.

In the swirling digital waters of U of Digital, Myles evolved from mere mortal to digital sage. MediaMonks had its charms, sure, but it was at U of Digital where he started slicing through industry hype with the precision of a samurai. Each day served up a fresh slice of the digital pie, and Myles, fork in hand, was ready to dissect it.

If Myles Younger’s career had a Tinder profile, it would read: “Serial entrepreneur, lover of all things digital, and occasionally falls in love with ideas over drinks.” One balmy evening at a startup meetup proved to be the digital equivalent of a blind date with destiny. As Myles waded through a sea of wannabe unicorns and digital dreamers, the spark of entrepreneurship that had been smoldering within him found its oxygen. “I came home I was just so excited… talking to people all night,” he recalled. This wasn’t just networking; it was electric—like sticking a fork in a toaster and surviving to tell the tale.

This meetup wasn’t your average awkward mingle with cold coffee and stale donuts. No, this was the ad tech social event of the season, buzzing with the frenetic energy of Silicon Valley but without the pretentious posturing. Here, ideas weren’t just shared; they were volleyed back and forth with the enthusiasm of a Steve Jobs keynote. For Myles, it was less about handing out business cards and more about collecting inspirations. Each conversation was a potential beta test, each handshake a merger of minds.

As the night unfolded, Myles’s journey into the heart of the entrepreneurial jungle deepened. He was no longer a bystander; he had skin in the game. The startup ecosystem, with its wild optimism and cutthroat competition, was both a battlefield and a playground. Myles, armed with a fresh perspective and a business card that doubled as a boomerang, was ready to dive headfirst into the fray. If entrepreneurship was a cocktail, that night he drank it straight—no chaser.

Myles Younger’s resume reads like a well-traveled GPS of the digital world, each destination etching a new line in his playbook. By the time he docked at U of Digital, his suitcase was packed with mismatched socks of experience—each one vital, colorful, and slightly irreverent, just like him. At U of Digital, Myles whipped out this eclectic wardrobe of wisdom to tailor strategies that didn’t just fit the mold—they shattered it. His approach? Mix a little old-school B2B marketing with a splash of startup hustle, stir vigorously, and serve chilled. This concoction wasn’t just innovative; it was borderline revolutionary, turning traditional ad tech strategies on their heads and shaking the pockets for loose change.

Transitioning to MediaMonks, imagine Myles stepping into a dojo where the art of digital persuasion was both preached and practiced. Here, he wasn’t just a strategist; he was part apprentice, part sensei. “It was really educational to actually work for an agency,” Myles noted, reflecting on his tenure amid the creative chaos that defines agency life. MediaMonks wasn’t just another notch on his belt; it was where he learned to dance in the rain rather than just getting wet. The agency’s vibrant confluence of creativity and commerce acted as a high-octane fuel for Myles’s already fiery passion for digital mastery. At MediaMonks, the playbook was more than a guide—it was a living document, constantly rewritten with each campaign, each client, each click. Here, Myles honed his skills, sharpened his wit, and prepared for the next leap into the unknown, with his digital compass pointing ever towards innovation.

In the pixelated pressure cooker of ad tech, Myles Younger found his release in the literal pressure cookers of his kitchen. After a day spent juggling data and dodging digital dilemmas, the kitchen became his sanctuary, where the ingredients were tangible and the outcomes deliciously predictable. Cooking, for Myles, wasn’t just about feeding the stomach but also about nourishing the soul—and refreshing the mind.

Crafting a complex media strategy, Myles discovered, wasn’t so different from perfecting a beef bourguignon. Both required a deep understanding of the components—whether they be audience segments or aromatic herbs. Each ingredient needed to be added at just the right time, at the right temperature, to blend together into something greater than the sum of its parts. In strategy as in cuisine, timing is everything. A dash too late, and your campaign is as bland as overcooked pasta; a sprinkle too soon, and your social media ads might simmer into obscurity.

As he diced onions, Myles would muse on slicing through market noise. Marinating meats mirrored the slow, necessary infusion of brand values into consumer consciousness. And just as a pinch of salt rescues a sauce, a well-timed tweet could save a campaign. In both arenas, Myles reveled in the creation process—mixing, refining, tasting, and sometimes starting all over again when the mix wasn’t quite right. This wasn’t just cooking; it was a metaphor for his professional life, each meal a lesson in patience, precision, and a little bit of daring—much like the ever-evolving world of digital advertising.

If Myles Younger’s career were a blockbuster film, his first boss would be the wise Yoda to his eager Luke Skywalker. Back in the early days, when marketing was more about mailers than memes, Myles’s first boss took him under her wing and showed him the ropes of the marketing galaxy. This wasn’t your run-of-the-mill mentorship; it was a crash course in everything from crafting compelling campaigns to navigating the choppy waters of corporate politics. Under her tutelage, Myles didn’t just learn marketing—he absorbed it, like a sponge soaking up every drop of wisdom, wit, and occasional wine spill at office parties.

This mentor wasn’t about handing out fish; she was all about teaching Myles to bait his own hook. She provided the foundational marketing education that transformed Myles from a greenhorn into a veritable Swiss Army knife of digital strategy. Her lessons ranged from the mundane to the monumental: how to finesse a finicky spreadsheet, how to sell a vision in a room full of skeptics, and most importantly, how to maintain sanity in an industry that often feels like a circus on fast-forward.

“I learned more in those early years than in all the marketing textbooks combined,” Myles reflects. Her hands-on approach meant Myles was in the trenches from day one, getting his hands dirty with real-world projects and absorbing the nuances of the trade. This wasn’t just mentorship; it was a rite of passage. Myles’s career, forged in the fires of early mentorship, has been a testament to the power of having a guiding hand. The impact was profound and lasting, equipping him with the skills, confidence, and resilience to navigate the ever-evolving ad tech landscape. And like any good mentor-mentee relationship, it left Myles with a story worth telling and a legacy worth continuing.

When it comes to digital advertising’s future, Myles Younger isn’t just peering through the looking glass—he’s smashing it to pieces and examining every shard. With the digital landscape evolving faster than a Kardashian’s social media feed, Myles warns that the path ahead is fraught with both dazzling potential and treacherous pitfalls. “What you don’t know in digital advertising will eat you alive,” he says, painting a picture of an industry where ignorance isn’t just bliss—it’s a ticket to obsolescence.

In a world drowning in data, the risks of proliferation are as vast as the oceans of information we swim in daily. Myles sees the unchecked growth of data as both a boon and a bane. On one hand, the treasure troves of user insights offer unprecedented opportunities for targeted, effective advertising. On the other, this deluge of data can lead to ethical quagmires that make the Bermuda Triangle look like a kiddie pool. The ad tech industry, he argues, must navigate these waters with the precision of a submarine captain avoiding depth charges.

Myles advocates for a future where ethical practices are not just an afterthought but the foundation of digital advertising. This isn’t just about staying on the right side of history; it’s about building a sustainable future where trust and transparency aren’t sacrificed on the altar of quick profits. For Myles, the future of digital advertising hinges on the industry’s ability to self-regulate and prioritize ethics over easy wins. It’s a call to arms for ad tech professionals to be more than just data miners; they must become the stewards of a digital ecosystem that values integrity as much as innovation. In this brave new world, what you don’t know won’t just eat you alive—it’ll redefine the very fabric of digital interaction.

Myles Younger’s odyssey through the chaotic cosmos of ad tech is nothing short of legendary. From his early B2B marketing escapades to his strategic wizardry at U of Digital, Myles has danced through the digital minefield with the grace of a tech-savvy Fred Astaire. His ability to pivot and adapt in an industry that changes faster than a startup’s business model has made him a true maestro in the world of digital strategy.

Throughout our conversation, one thing became abundantly clear: Myles isn’t just playing the ad tech game—he’s rewriting the rules. His tenure at MediaMonks provided a fertile ground for growth, allowing him to soak up the intricacies of agency life and apply them with the precision of a master chef crafting a Michelin-star meal. His insights on data proliferation and the necessity of ethical practices in tech aren’t just noteworthy—they’re game-changing. In a world awash with data, Myles stands as a lighthouse, guiding the industry towards a future where integrity and innovation go hand in hand.

As we tie a bow on this enlightening chat, it’s evident that Myles’s philosophy on life and learning extends beyond the office cubicle. “I’m always pondering how I can make more time and space in my week for playing music or painting,” he muses, showcasing a commitment to creativity that fuels his professional genius. Myles Younger isn’t just a player in the digital arena—he’s a trailblazer, constantly pushing the boundaries of what’s possible. In the ever-evolving saga of digital advertising, Myles remains a beacon of innovation, skillfully blending the art and science of the industry in his own inimitable style.

TV Masterclass: Julian Zilberbrand’s Playbook for Modern Advertisers

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In the bustling, caffeine-fueled chaos of the digital advertising world, Julian Zilberbrand stands out like a seasoned conductor in an orchestra of blinking screens and endless data streams. His journey from a Ukrainian-born kid, raised in the streets of Brooklyn, to a trailblazer in CTV advertising, is the stuff of modern legend. Forget the Marvel Cinematic Universe; Julian’s saga is more about grit, wit, and a relentless pursuit of innovation in a domain that’s constantly morphing under our feet.

Julian’s origin story reads like a gritty indie film. “I was born in Ukraine. My family came over when I was about one. We lived in Massachusetts for a few years, then moved to Brooklyn. I am, for the most part, Brooklyn raised.” It’s a tale of reinvention, much like the advertising landscape he now navigates with the precision of a maestro. 

Brooklyn College played a pivotal role in his journey. It’s the unsung hero in many success stories, proving that quality education isn’t exclusive to Ivy League towers. “When I went there, it was a top 10 bang for your buck. We got an education for a reasonable price, which is more than I could say for what I’m going to have to pay for my kids’ school.” Julian’s pragmatism is refreshing, a nod to the real-world challenges we all face. Julian and I both went to Brooklyn College—proof that you don’t need Ivy League pretentiousness to make a mark.

Diving into the meat of CTV advertising, Julian painted a picture of an industry in flux, turbocharged by the pandemic. “The pandemic caused a quicker result of where it was going to go anyway. You have significantly smaller ad loads… you have to start thinking about ways that you could be innovative in terms of how you’re delivering, whether that’s more precise targeting or contextual targeting.” The pandemic didn’t just fast-track digital evolution; it threw it into warp speed, strapped it to a rocket, and sent it hurtling through the stratosphere.

Imagine the pre-pandemic advertising world as a snail leisurely crawling along a garden path. Enter COVID-19, and suddenly that snail is transformed into a cheetah on Red Bull. Gone are the days of bloated ad pods and one-size-fits-all commercials. Now, it’s all about finesse, precision, and making every second count like you’re running a high-stakes poker game.

Julian didn’t shy away from calling out the classic mistakes advertisers make when transitioning from traditional TV to CTV. It’s like they’ve been driving a vintage Cadillac, all smooth and steady on the highway, and suddenly, they’re behind the wheel of a Formula 1 car on a gravel road. They’re fishtailing all over the place, wondering why their tried-and-true methods aren’t cutting it anymore. “I think there’s a very big leap going from buying units to buying impressions… it’s a much more fragmented environment versus broadcasting cable.” It’s not just about changing gears; it’s about rethinking the entire journey. Welcome to the advertising equivalent of whiplash.

Traditional TV advertisers are like dinosaurs trying to operate an iPad. They’re used to the old-school method of buying ad slots in bulk, like they’re shopping at Costco. But in the world of CTV, it’s all about impressions. It’s like moving from buying entire herds of cattle to picking out the finest cuts of Kobe beef. Every impression counts, and there’s no room for the bloated, shotgun approach of yesteryear.

When the conversation turned to programmatic buying, Julian’s insights were razor-sharp. Programmatic buying isn’t just the new kid on the block; it’s the caffeine-addicted whiz kid who’s here to make everyone else look like they’re still playing with crayons. “There are three things that programmatic provides, whether it’s TV or otherwise: operational ease, quick optimization, and immediate access to information and data.” In other words, programmatic buying is the espresso shot that keeps advertisers alert and agile.

Imagine you’re running a marathon, but instead of water stations, there are espresso shots lined up along the way. That’s programmatic buying for you—constantly injecting energy, optimizing on the fly, and giving you the data to make split-second decisions. It’s like having a GPS that not only shows you the fastest route but also tells you where the potholes are, how to avoid them, and where the speed traps are set up. You’re not just running blind; you’re running with purpose, precision, and a damn good cup of coffee.

Julian’s point about operational ease is a game-changer. Forget the days of manual labor, where buying ads was akin to a medieval blacksmith hammering out swords. Programmatic buying is the sleek, automated factory where robots do the heavy lifting, and humans just supervise with a tablet in hand. It’s efficient, it’s effective, and it’s the future.

One of the most intriguing parts of our discussion was about monetizing CTV without alienating viewers. Julian highlighted, “What Peacock does with pause ads is really, really good.” This innovation is a game-changer, subtly blending ads into the viewing experience without jarring interruptions. It’s like finding a way to sneak vegetables into a kid’s meal without them noticing—brilliant and effective.

Julian also didn’t mince words about the frustrations of ad repetition. “I get a lot of Spanish ads, and you know what? I don’t speak a lick of Spanish.” The industry’s targeting algorithms still have a way to go, but Julian hinted at solutions on the horizon. Better frequency management and more precise targeting could soon make the annoyance of repetitive ads a relic of the past.

Looking ahead, Julian is bullish on the transformative power of AI in CTV. “AI is going to impact the speed and the depth of the ability to make decisions… AI’s going to impact the ability to deliver a much more comprehensive creative experience for the consumer.” AI isn’t just the next big thing; it’s the secret sauce that will revolutionize how ads are crafted, targeted, and experienced.

One of the key takeaways from Julian’s perspective is the importance of personalized engagement. “You have the opportunity to have a one-on-one conversation with your consumer. Make it impactful. Don’t just use the same creative that you might use general market in an addressable conversation.” It’s a clarion call for advertisers to elevate their game, to craft messages that resonate on a deeply personal level.

In a world where digital advertising is often seen as a necessary evil, Julian’s approach is a breath of fresh air. He’s not just pushing for more ads; he’s advocating for smarter, more meaningful engagements that respect the viewer’s time and intelligence. It’s a vision where advertising isn’t an intrusion but an enhancement, a seamless part of the content experience.

So, as we navigate this brave new world of CTV, Julian Zilberbrand stands as a guiding star, illuminating the path with insights that are as sharp as they are practical. His journey is a testament to the power of innovation, adaptability, and a relentless drive to push the boundaries of what’s possible. And in a landscape that’s changing faster than ever, those qualities aren’t just admirable—they’re essential.

Paul Atreides’ Guide to CTV: Leading Your Brand Through the Desert of Disruption

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In the sprawling, sandy universe of streaming advertising, the problems faced by platforms and advertisers often feel like epic battles straight out of *Dune 2*. If you’ve seen Denis Villeneuve’s sequel, you’ll understand the complexity, the intrigue, and the constant struggle for balance and control. So, let’s dive into how the streaming ad world is a lot like Arrakis—full of giant challenges and relentless quests for dominance.

1. Ad Load Management: The Sandworm of Content
   Managing ad loads on streaming platforms is like trying to tame the massive sandworms of Arrakis. Too many ads, and viewers are devoured by irritation, ready to stage a revolt. Too few, and the platform can’t mine enough revenue spice to survive. It’s all about finding that elusive balance, much like riding a sandworm—thrilling but fraught with peril. The moment you think you’ve got it under control, the sandworm bucks, and you’re left scrambling to avoid being swallowed whole by viewer backlash or financial shortfall.

2. Targeting and Personalization: The Spice Must Flow, But Not to Everyone
   Imagine Paul Atreides sending precious spice shipments to people who are allergic to it. That’s the current state of ad targeting. Despite living in a supposedly advanced era, viewers are still bombarded with irrelevant ads, like cat food commercials for dog owners. Enhanced data usage and AI are supposed to be our saviors, but right now, they’re about as reliable as a moisture farmer in a sandstorm. We need AI to step up its game, to become the Kwisatz Haderach of targeting, seeing all and knowing all about consumer preferences without creeping everyone out.

3. Fragmentation of Platforms: The Fremen Tribes of CTV
   The CTV landscape is as fragmented as the various Fremen tribes scattered across the desert. Each platform and channel is its own little tribe, with different rules, customs, and territories. Navigating this fragmented mess is like trying to unite all the Fremen under one banner—possible, but a logistical nightmare that requires a lot of diplomacy and strategic thinking. Every new platform that pops up is like discovering a new sietch, with its own way of doing things, and advertisers are left wondering which tribe to ally with for the best results.

4. Programmatic Buying Complexities: The Spacing Guild Navigators of Ad Tech
   Programmatic buying in CTV offers the promise of operational ease and quick optimization, much like the Spacing Guild’s promise to safely navigate through space. But let’s be real—leveraging programmatic’s benefits while managing the complexity and potential inefficiencies introduced by multiple intermediaries feels more like trying to avoid a collision in the chaotic expanse of space. Every intermediary is a potential navigational hazard, and one wrong move could send your ad spend hurtling into a black hole of inefficiency and wasted budget.

5. Ad Frequency and Repetition: The Harkonnen Torture Device of Annoyance
   Excessive repetition of ads is the modern-day equivalent of a Harkonnen torture device. Viewers are stuck in a loop, seeing the same cat food ad ten times in a row, which makes them want to throw their remote into the nearest sarlacc pit. Platforms need to develop better frequency management to avoid alienating their audience, or they’ll be facing a full-scale rebellion. Imagine being subjected to the same mind-numbing ad over and over—it’s enough to make even the most loyal subscriber consider defecting to a different platform.

6. *Measurement and Attribution: The Bene Gesserit Mysteries of Metrics
   Measuring the effectiveness of CTV ads is still shrouded in mystery, much like the secretive ways of the Bene Gesserit. Traditional TV metrics like reach and frequency are being adapted, but more sophisticated metrics like attention and engagement need to be integrated. The industry’s fragmented nature makes consistent measurement as elusive as a Fremen in the deep desert. It’s not just about counting eyeballs anymore; it’s about understanding the intent and interaction behind those views, and right now, it feels like trying to decipher a Bene Gesserit prophecy.

7. Privacy and Compliance: The Landsraad Politics of Regulation
   Ensuring privacy compliance in CTV is as complex as navigating the political landscape of the Landsraad. With varying regulations, maintaining consumer trust requires ongoing diligence and clear privacy practices. It’s a delicate dance, and one misstep can lead to a costly scandal, or worse, a full-blown jihad of public outrage. Companies need to be as cunning as a Bene Gesserit Reverend Mother, weaving through the intricate politics of privacy laws to emerge unscathed and trustworthy.

8. Creative Innovation: The Weirding Way of Ad Formats
   The need for innovative ad formats that resonate with viewers without being intrusive is critical. New formats like pause ads and contextually targeted ads are emerging, but widespread adoption and effectiveness are still being tested. It’s like learning the Weirding Way—promising great power, but requiring skill and finesse to master without blowing up the entire ecosystem. The challenge is to create ads that blend seamlessly with content, enhancing rather than disrupting the viewing experience, much like a perfectly timed Weirding Module strike.

9. Ad Fraud: The Sardaukar of Streaming
   Fraud remains a significant concern in CTV advertising, much like the ever-present threat of the Sardaukar. As the environment grows, so do opportunities for fraudulent activities. Platforms and advertisers must invest in technologies and practices to detect and prevent fraud effectively, or risk being overrun by these digital mercenaries. Fraudsters are the Sardaukar of the ad world, ruthless and relentless, and it takes a well-coordinated effort to fend them off and keep the ecosystem clean.

10. AI Integration: The Kwisatz Haderach of Advertising
   While AI offers great potential in optimizing ad placements and personalizing experiences, its integration is still in the early stages. The full capabilities of AI in enhancing CTV advertising are yet to be realized, and there is a learning curve for both technology providers and advertisers. We’re waiting for AI to become the Kwisatz Haderach of advertising, a being of such advanced intelligence that it can see all possible outcomes and make the best decision every time. Until then, we’re stuck with AI that’s more like a Bene Gesserit acolyte—promising, but not quite there yet.

Grasping the intricacies of these issues and actively tackling them isn’t just good practice—it’s a survival imperative for advertisers aiming to hold their own in the cutthroat arena of streaming advertising. Let’s not mince words: the landscape of streaming media is a veritable desert battleground, where only the most cunning, agile, and resourceful players will manage to carve out their fiefdoms and flourish.

In this constantly shifting dunescape, understanding the complexities of ad load management, targeting, fragmentation, and the digital dark arts of programmatic buying isn’t just about keeping up—it’s about staying several steps ahead of the competition, who are equally desperate to capture viewer attention and turn it into revenue. Think of it as a high-stakes game of chess, but with sandworms and House Harkonnen lurking around every corner.

For advertisers, the challenge is double-edged: not only must they master the current state of play, but they also need to anticipate shifts in consumer behavior, technological advances, and regulatory changes. It’s akin to predicting the next sandstorm or spice bloom—get it right, and you reap the rewards; get it wrong, and you’ll find yourself lost in the wasteland, wondering where all your viewers went.

Therefore, success in this dynamic environment demands more than just understanding and adaptation; it requires innovation and the guts to implement bold strategies that break from the norm. Advertisers need to be part maverick, part sage—willing to take calculated risks while also drawing on deep insights into what makes the streaming audience tick.

In the end, thriving in the streaming advertising desert means embracing the chaos, anticipating the trends, and being prepared to pivot at a moment’s notice. For those with the savvy and the nerve to navigate these sands, the rewards can be as vast as the desert itself. But make no mistake: this is no place for the timid or the unprepared. In the world of streaming advertising, it’s evolve or die.

Google’s Privacy Sandbox: More Like Privacy Litter Box

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The IAB Tech Lab’s Privacy Sandbox Task Force just unleashed its final Fit Gap Analysis, and let me tell you, it’s like watching a train wreck in slow motion. The conclusions are no more reassuring than a clown at a funeral. For anyone hoping the February report was a fluke, bad news: the Sandbox still sucks. Big time.

Picture this: it’s August 2023, and the IAB Tech Lab assembles a brain trust of senior leaders with more experience in digital media than most of us have in avoiding spam calls.

These folks, many of whom practically invented OpenRTB, came from 65 companies to dissect the Chrome Privacy Sandbox APIs like a high school biology project. The goal? Identify crucial digital advertising use cases and see if they stand a chance within Google’s so-called “Protected Audience” auction.

Spoiler alert: They don’t.

The task force’s mission was ambitious—think of it as trying to climb Everest with a broken leg. First, they wanted to give the ad tech industry a reference point compared to today’s standards. Next, they aimed to rally the industry for some serious testing. Finally, they hoped to hand Google’s Chrome Sandbox team a roadmap of feedback, illuminating the product and operational nightmares of the PAAPI.

These valiant souls spent countless hours poring over Sandbox documentation, trying to figure out if their essential use cases could be met. The result was a 106-page tome released to the public for comment in February 2024. And boy, did the industry have things to say. The feedback poured in, like complaints at a cable company’s call center, forcing the task force to wade through hundreds of comments.

Google’s engineers even joined the fray for a robust discussion, which sounds like code for a polite but heated argument. The focus was to pinpoint technical blunders or overlooked APIs, resulting in some updates to the final draft, which, drumroll please, is being released today. There’s a handy table on page 9 summarizing these changes, with a fully detailed change log available for those with insomnia.

Two use cases were unceremoniously dumped: Second Price Auctions, axed due to low adoption. One case, “Multi-Touch Attribution,” got a promotion from “Not Supported” to “Impractical”—an improvement akin to moving from the basement to the attic in a burning house. “Exclusion Targeting” jumped from “Not Supported” to “Degraded,” a two-step upgrade, while “Publisher Revenue and Accrual Validation” took a nosedive from “Temporarily Supported” to “Not Supported.” Five other use cases had minor tweaks, akin to rearranging deck chairs on the Titanic. And a couple of cases, “Bid Using a Deal ID” and “Receive a No Bid Response from a DSP,” didn’t get updates but were deemed complex enough to warrant further discussion.

The task force’s meticulous efforts over two months of weekly meetings led to today’s grand finale. Now, they’re pivoting to work with Google’s product and engineering teams to hammer out a wish list of features that could—fingers crossed—make the Privacy Sandbox marginally useful. They’ll publish this list in Q3 2024.

But let’s cut to the chase: the task force’s verdict on the Privacy Sandbox remains as bleak as ever. They maintain that it’s woefully inadequate for supporting a vibrant open web, balancing advertising utility for brands against the media companies’ ability to make a buck. In its current form, the Privacy Sandbox threatens to choke the digital media industry, hampering the delivery of relevant, effective advertising and putting smaller media companies and brands at significant risk. It’s like trying to drive a car with square wheels: you’re not going anywhere fast, and you’re damaging everything in the process.

Amid this digital dystopia, Criteo offered a sliver of hope—or at least, a slightly less depressing outlook. Based on their latest tests, they delivered some good news and some bad news about the Chrome Privacy Sandbox. Brace yourselves.

The bad news? If Google killed third-party cookies today and rolled out the current version of the Privacy Sandbox, publishers would see their ad revenue on Chrome nosedive by around 60%. Imagine your paycheck shrinking by more than half overnight. Not a pretty picture.

The slightly better news is that the Privacy Sandbox could, theoretically, become a workable alternative to third-party cookies. But—and it’s a big but—Google needs to make some significant tweaks. Todd Parsons, Criteo’s chief product officer, emphasized that these changes aren’t about adding new features but refining the existing ones. It’s like asking for your burger to be cooked medium instead of well-done—you’re not changing the menu, just making it palatable.

Parsons’ optimism stems from Criteo’s rigorous testing. They’ve been poking and prodding the Privacy Sandbox since 2021, back when the APIs had cutesy bird names. Their latest round of testing, spanning mid-March to mid-May, involved 18,000 advertisers, 1,200 publishers, and 100 million weekly ad impressions. The results? Alarming, to say the least.

Without third-party cookies, publishers’ revenue on Chrome would tank by 60%. Ads would take twice as long to load, and Google’s own ad business would gain an unfair advantage, potentially boosting its market share from 23% to a staggering 83%. It’s like playing Monopoly with someone who already owns Boardwalk and Park Place.

Parsons pointed out that broader, more rigorous testing is essential. Many ad tech vendors have only dipped their toes in the water, and publisher adoption of the Privacy Sandbox remains below 55%. This half-hearted engagement is partly due to Google’s repeated delays and the daunting task of overhauling existing advertising infrastructure.

Criteo’s approach involved rebuilding their performance pipeline from scratch—not just the auction and bidding components, but also targeting, product recommendations, creative, and measurement. It’s akin to renovating an entire house while still living in it, an exhausting and monumental task.

So, where does this leave us? The Privacy Sandbox, in its current state, is a mess. It’s a well-intentioned idea bogged down by practical shortcomings and technical hurdles. The industry needs to keep the pressure on Google to refine and improve the APIs, or risk watching the digital advertising landscape crumble.

For now, the Privacy Sandbox remains a work in progress—a flawed, frustrating, and sometimes farcical attempt to navigate the post-cookie world. Stay tuned, folks. The saga is far from over.

Decoding the DNA of Incrementality with David Pollet

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Welcome to the front row seat of a masterclass in ad tech evangelism led by none other than David Pollet, CEO of Incremental. He swung by The ADOTAT Show to spill the real tea on incrementality, not just as a buzzword but as the cornerstone of modern advertising. Brace yourself for a ride through the labyrinth of advertising metrics, with no turns barred.

The conversation kicked off with Pollet’s disarmingly mundane start to his day—catching the bus on time. But don’t let the simplicity fool you. In true disruptor fashion, Pollet pivoted to a provocative critique of our modern data trade-offs. “We’ve demonized cookies, yet we’re handing over our biometrics like cupcakes at a birthday party,” he mused. It’s this kind of straight-shooting that pulls back the curtain on the illogical swaps we make under the guise of security.

David Pollet isn’t just another voice in the chorus of ad land; he’s more like the soloist who forgot the script and decided to freestyle. There’s no sugar-coating or sweet serenades about how fantastic the advertising world is from his corner. Instead, Pollet rolls up his sleeves and takes a sledgehammer to the polished facades of advertising metrics. He’s all about challenging the comfy status quo, turning what we thought we knew on its head. Incrementality, a term that often floats around conference rooms more as a buzzword than a true strategy, gets a complete makeover under Pollet’s scrutiny. He’s not just throwing the term around to sound smart; he’s elbow-deep in its mechanics, determined to show that it’s the guiding star in the murky skies of marketing strategies.

When Pollet talks about incrementality, he’s not envisioning a line of dominoes neatly falling into place with each ad dollar spent. Instead, he’s picturing a complex constellation, mapping out how each star—each consumer action—is influenced by the gravitational pull of targeted advertising. “Incrementality helps you determine if an ad actually compelled the consumer or contributed to the decision to make a purchase,” he explains, laying it out with the simplicity and directness less of a sales pitch and more of a revelation. This isn’t about counting how many steps it took to get the consumer from point A to B; it’s about understanding which part of the ad sparked a decision, pushed a curiosity, or tipped a maybe into a yes. It’s a shift from looking at advertising as a mere numbers game to appreciating it as a nuanced craft that taps into the human psyche.

In a sea of vanity metrics where everyone is drunk on data but starved of insight, David Pollet and his crew at Incremental are the sobering slap the industry needs. Armed with a mission to slash through the thicket of useless numbers, Pollet had his eureka moment—a stark realization that traditional metrics were about as useful to modern media practitioners as a chocolate teapot. They weren’t just falling short; they were missing the mark completely in the frenzied world of retail media and commerce. This wasn’t just any light bulb flickering on; it was a blazing lighthouse illuminating Incremental’s path toward insights that aren’t just numbers on a spreadsheet but catalysts for real-world decisions.

Pollet isn’t content to play in the minor leagues with the other analytics outfits that keep churning out ‘meh’ metrics. Incremental is here to rewrite the playbook on engagement, ensuring every number tells a story and every dataset sings a ballad of actionable insights. “We’re about getting to the truth of which advertising dollars were driving value,” Pollet proclaims with the fervor of a revivalist preacher. It’s this dogged pursuit of actionable truth that crowns Incremental as the guiding light through the foggy abyss of advertising metrics.

In a landscape littered with companies happy to serve up metric salads—tossed, dressed, and utterly indigestible—Incremental stands out by asking the tougher questions. They dig into the “why” and the “how” behind each number, transforming what was once a murky bog of data points into a clear spring of insights that can genuinely guide business strategy. In Pollet’s world, metrics aren’t just measured; they’re mastered, mandating a new standard where value trumps volume, and quality drowns out quantity.

Pollet’s narrative then took a dive into the practical applications of incrementality. He outlined how Incremental navigates the ad measurement landscape with precision and agility. “Can we solve for both giving insights at the pace and granularity useful to the media practitioner and doing this in a space that traditional tools aren’t built to solve for?” he posed, emphasizing Incremental’s dual focus on speed and specificity.

It’s not just about the data, but how swiftly and accurately it can be harnessed to empower decision-makers. Pollet pointed out that many platforms fail because they cannot adapt their metrics to the rapid pace of retail media. Incremental’s approach is different. They’ve built a robust moat of engineering and automation prowess, focusing on insights derived from real-time data aggregation and normalization.

But Incremental’s magic doesn’t stop at data processing. It extends into how they redefine engagement with their clients. Pollet candidly shared how they use incrementality to not just measure, but actively enhance ad performance. “It’s truly understanding, did exposure to that ad hit me on the way to make that purchase or exposure to that ad actually make me say, you know what, I’m gonna give Nike a try instead of Adidas,” he elaborated.

As the interview neared its conclusion, Pollet reflected on the broader implications of Incremental’s work. “Understanding the incremental impact of your advertising will let you know what advertising you can cut if you need to cut back costs,” he explained, linking effective ad spend to broader economic cycles and efficiencies.

Pollet’s discussion on The ADOTAT Show wasn’t just enlightening; it was a rallying cry for the advertising industry to embrace a more nuanced understanding of consumer behavior and ad effectiveness. He wrapped up with a powerful reminder: “Incrementality isn’t just a metric; it’s the lens through which we can view the entire advertising landscape, ensuring every dollar spent is a dollar that works efficiently and effectively.”

Thanks to David Pollet for turning a typical talk on metrics into a deep dive into the strategic and tactical nuances that make incrementality a true game-changer in advertising. On The ADOTAT Show, it’s about piercing the fog of industry jargon to reveal the clear, actionable truths that drive real business outcomes, one insightful discussion at a time.

Ride and Shine: Uber Drives Membership Growth with Bango’s DVM

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In the ever-evolving landscape of digital commerce, where alliances are as critical as innovation, Uber and Bango have unveiled a partnership that reads like a high-stakes chess match in the game of global subscription services. This move, characterized by its strategic finesse, introduces Uber One to the vast ecosystem of Bango’s Digital Vending Machine® (DVM™), setting the stage for a dramatic expansion of Uber’s membership program.

Imagine this: It’s a rainy day in Cambridge, UK, June 25, 2024, where the announcement was made. Uber, the trailblazing behemoth that redefined urban mobility, has found a new dance partner in Bango, a maestro in the art of digital monetization. The curtain rises on a partnership poised to transcend borders and disrupt traditional subscription models.

Launching first in the United States, Uber One, with its alluring package of perks—discounted rides, zero delivery fees, and the tantalizing lure of up to 10% off eligible deliveries—will now be available through an array of bundling options. Picture Uber One nestled within your mobile phone and broadband plans, or as an irresistible add-on via Bango’s DVM™. This digital marketplace is not your average vending machine; it’s a sophisticated platform that streamlines the complexities of subscription management, making the union of Uber and Bango as seamless as ordering an Uber ride on a rainy afternoon.

Uber One’s membership, a passport to exclusive benefits, is already a gem in the subscription crown, but with this partnership, it’s set to become the crown jewel. Monthly memberships at $9.99 and annual subscriptions at $96 are not just price points; they are invitations to a world where convenience meets cost-effectiveness. The third-party offers and the 6% Uber Cash back on eligible rides add layers of value that are hard to ignore.

In the realm of indirect subscriptions—a market that, according to Bango’s research, has seen one in five subscribers in the US opting for indirect channels—this partnership is a masterstroke. Danielle Sheridan, Head of Global Membership at Uber, underscores this sentiment, emphasizing the efficiency and reach that Bango’s DVM™ offers. It’s not just about numbers; it’s about access, ease, and the elegant expansion of Uber One’s subscriber base.

Anil Malhotra, CMO at Bango, adds another dimension to this narrative, highlighting the consumer’s desire for choice and flexibility. The modern subscriber, savvy and discerning, craves the multipurpose convenience that Uber One delivers. By integrating Uber One into the DVM™ and the burgeoning world of Super Bundling, Bango is not just providing a service; it’s crafting an experience.

The backdrop of rising subscription costs has made consumers more judicious, seeking out the best deals through innovative means. Here, the DVM™ emerges as a beacon, guiding users through the labyrinth of subscriptions, bundles, and offers. It’s a marketplace where Uber One can flourish, its appeal amplified by the seamless, expedited solutions that Bango provides.

As the curtain falls on this announcement, it’s clear that the Uber-Bango partnership is more than a business move; it’s a vision for the future of subscriptions. This strategic alliance not only broadens Uber One’s reach but also exemplifies the power of collaboration in the digital age.

In the grand theatre of digital commerce, Uber and Bango have orchestrated a symphony of convenience and value. The stage is set, the players are in position, and the audience—today’s savvy subscribers—awaits the encore. The Digital Vending Machine® isn’t just a platform; it’s the future of subscription services, and Uber One is ready to ride this wave to new heights. The journey has just begun, and the destination promises to be a game-changer.

AI Alchemy: How Zack Rosenberg Turns Content into Gold

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We’re diving headfirst into the madcap world of Zack Rosenberg, the maestro behind Qortex, the ad-tech powerhouse shaking up the industry faster than a Kardashian divorce. If you’re here for a polite, run-of-the-mill tech story, this isn’t it. This is the no-holds-barred, uncensored tour of how a sports fanatic turned AI wizard is rewriting the rules of digital advertising. Think of it as Kara Swisher’s sass meets Howard Stern’s irreverence, with a dash of startup chaos thrown in for good measure.

From Ball Games to Brain Games: Zack’s Unlikely Journey

Zack Rosenberg isn’t your average tech CEO. He cut his teeth in the live sports world, hustling for the New York Mets during high school and college. Picture this: a wide-eyed kid navigating the dugout, dreaming of home runs and hotdogs, only to find himself knee-deep in the digital frontier years later. The leap from cheering in the stands to spearheading Qortex’s AI analytics is like going from Little League to the World Series overnight. What lit the fuse for this pivot? Zack saw the untapped potential in social media as a primary channel for sports content—an idea that seemed as crazy as betting against Tom Brady.

Sports management was Zack’s first love. He went to college for it, and working for the Mets was a dream come true. But dreams have a funny way of morphing into something else when reality hits. By the time he was streaming minor league games on social media, it was clear that traditional broadcasting and digital media were about as compatible as oil and water. The struggle to monetize content with peanuts for ad revenue ($11 a day for 600,000 viewers, anyone?) was the wake-up call Zack needed. Thus began his journey into the world of AI and ad-tech.

It wasn’t an easy path, filled with more pivots than a ballerina on crack. When the dollars didn’t flow from streaming, Zack had an epiphany: integrate brands directly into the content. The result? The birth of Qortex. What started as a side hustle became a full-blown mission to revolutionize digital advertising. Zack’s story is a testament to the power of resilience and the art of seeing opportunity where others see obstacles.

Breakfast of Champions… or Not

So, what fuels the brain behind Qortex? I had to know if Zack’s morning routine was as manic as his career. Spoiler alert: It’s not all power smoothies and zen meditation. “Most nights end somewhere between 9 and 9:30,” Zack confesses, “Right before the NCAA Championship game. I wake up to that news, start off with some eggs, whole wheat toast, yogurt… well, ideally. Usually, it’s just a handful of eggs as I run out the door, juggling kids and chaos.”

Forget those Instagram-worthy breakfasts of chia pudding and avocado toast. Zack’s mornings are more like a scene from a family sitcom, where the dad is sprinting out the door with a half-eaten piece of toast in one hand and a kid’s backpack in the other. It’s real, it’s messy, and it’s the perfect metaphor for the startup life. There’s no time for pretentious rituals when you’re building the next big thing in ad-tech.

His candid admission that most mornings are a scramble is refreshing in a world where CEOs love to pontificate about their meticulously curated routines. Zack’s approach is all about pragmatism. He’s more concerned with getting things done than projecting an image of perfection. In the chaotic world of startups, it’s the ability to adapt on the fly that separates the winners from the wannabes.

Pivot or Perish: The Qortex Genesis

Zack’s journey from sports to tech wasn’t just a leap; it was a quantum jump. Starting Qortex wasn’t some overnight epiphany but a calculated pivot from his previous stint at Kiwi (now Anyword). His Eureka moment? Realizing social media could be the main stage, not just the sideshow. Teaming up with his cousin at ESPN radio, they started streaming small league games on social media. The result? 600,000 viewers a day but just $11 in ad revenue. Yep, less than the price of a stadium hotdog. The pivot to integrating brands into the video content? Genius. The birth of Qortex? Inevitable.

Imagine building an audience bigger than some cable TV shows and then realizing you’re making less money than a lemonade stand. That was Zack’s reality. But instead of packing up and going home, he saw an opportunity. He understood that social media wasn’t just a dumping ground for leftover content; it could be the main event. The problem was figuring out how to make it profitable.

Enter the idea of brand integration. Instead of relying on traditional ad revenue, Zack and his team started weaving brands directly into the content. It was a bold move, and it paid off. By the time they rebranded as Qortex, they had a winning formula: engaging content that advertisers wanted to be part of. It was a game-changer, and Zack was the mastermind behind it.

Dragons, Tears, and Payroll Fears

Every startup has its dragons to slay, and Zack’s had his share. From near-miss payrolls to desperate calls at 4 AM, it’s been a rollercoaster. One such moment? Calling a loan company at dawn to cover payroll, getting funds at 8:09 AM, and meeting payroll at 8:12 AM. Talk about cutting it close. But these near-death experiences have only made Qortex stronger.

The world of startups is brutal, and Zack’s had more than his fair share of war stories. Running out of money is a rite of passage for many entrepreneurs, but it’s the way Zack handled it that stands out. Imagine the stress of knowing you’re about to miss payroll and then pulling off a last-minute miracle. It’s the kind of pressure that would break lesser mortals, but for Zack, it’s just another day at the office.

These near-miss moments aren’t just about survival; they’re about resilience. Every time Qortex faced a potential disaster, Zack and his team found a way to turn it around. It’s a testament to their ingenuity and determination. These experiences have forged a company that’s not just surviving but thriving in one of the toughest industries out there.

 The Aha Moment: From Yawns to Yays

Not every pitch lands. Zack recalls a disastrous meeting in Chicago where potential clients yawned across the table. But just when he considered throwing in the towel, a blunt client gave him the breakthrough advice that turned everything around. That moment? The birth of Qortex’s success.

Picture this: a room full of potential clients, all of them barely stifling yawns as Zack pitches his heart out. It’s the kind of soul-crushing experience that would make anyone question their life choices. But in the world of startups, failure is just a stepping stone. For Zack, the turning point came when a client bluntly told him he was doing it all wrong. Instead of being crushed, Zack listened and learned.

This blunt feedback was the catalyst Qortex needed. It was like a light bulb going off. Zack realized he’d been approaching the problem from the wrong angle. By shifting his focus and implementing the client’s suggestions, he transformed Qortex from a struggling startup into a burgeoning powerhouse. It’s a perfect example of how sometimes, the best advice comes from the most unexpected places.

 The Evolution of a Leader

From janitor to CEO, Zack’s role has evolved. These days, it’s about repetition—endlessly repeating the vision so there are no mixed messages. Feeding the organization with talent and keeping the plates spinning. The goal? Ensuring Qortex runs like a well-oiled machine, ready for the next big leap.

In the early days, Zack wore every hat imaginable. One minute he was the janitor, the next the CEO. It’s the reality of startup life, where titles mean nothing, and everyone pitches in to get the job done. But as Qortex grew, so did Zack’s role. Today, his job is more about strategic vision and less about day-to-day operations. It’s about setting the course and making sure everyone is rowing in the same direction.

One of Zack’s key strategies is repetition. In a fast-paced environment, it’s easy for messages to get lost or misunderstood. By constantly repeating the company’s vision and goals, Zack ensures that everyone is on the same page. It’s not about micromanaging but about clear communication. This approach keeps Qortex focused and aligned, even as it grows and evolves.

Another crucial aspect of Zack’s role is talent management. Building a great team is half the battle, and Zack knows it. He’s committed to finding and nurturing the best talent, ensuring that Qortex has the skills and expertise needed to stay ahead of the competition. It’s about creating an environment where smart, driven people can thrive and innovate. And it’s this focus on people that will propel Qortex into the future.

Robin Hood of Ad-Tech

Qortex’s secret sauce? Contextual video understanding. It’s not just about identifying an airplane in a video but knowing if it’s a family vacation or a disaster. “You don’t want your ad on a plane crash video,” Zack jokes. The magic is in analyzing multiple data points—audio, transcript, computer vision—to get the full context. The result? Ads that hit the mark with pinpoint accuracy.

Understanding context in video content is like finding a needle in a haystack, while blindfolded, and with one hand tied behind your back. But that’s exactly what Qortex does, and they do it brilliantly. It’s not enough to recognize an airplane; you need to know if it’s a joyous family trip or a tragic crash. This level of nuance is what sets Qortex apart from the competition. They’re not just playing in the big leagues; they’re redefining the game.

The technology behind Qortex’s success is a blend of audio analysis, transcript scrutiny, computer vision, and sentiment analysis. It’s like a Swiss Army knife of AI, with each tool working together to understand the full context of a video. This comprehensive approach ensures that ads are not only relevant but also placed in a way that enhances the viewer’s experience. It’s advertising done right, without the awkward missteps that make viewers cringe.

This ability to understand and leverage context is what makes Qortex a standout in the ad-tech world. They’re not just throwing darts and hoping for a bullseye; they’re using precision tools to ensure every shot hits the mark. It’s a game-changer for advertisers who want to reach their audience in a meaningful way. And for viewers, it means a better, more relevant experience. Everyone wins.

 Privacy in the Cookie-less Future

Built with privacy in mind, Qortex doesn’t dabble in personal data. It’s all about understanding content at a deep level to deliver relevant ads without infringing on privacy. “Cookies are only effective about 30% of the time,” Zack says. Qortex aims to do much better.

The demise of third-party cookies has thrown the digital advertising world into a frenzy. But while others are scrambling, Qortex is cool as a cucumber. They’ve been preparing for this moment from the start. Zack’s vision was always about privacy-first solutions. By focusing on content understanding rather than personal data, Qortex sidesteps the cookie conundrum entirely.

This approach is not just innovative; it’s essential in today’s privacy-conscious world. Consumers are more aware than ever of how their data is used, and they demand transparency. Qortex’s method of analyzing content to deliver relevant ads respects these privacy concerns while still providing effective advertising solutions. It’s a win-win situation that sets Qortex apart from the competition.

Zack’s perspective on cookies is refreshingly candid. “Cookies are only effective about 30% of the time,” he says, likening the conversation around them to Groundhog Day. Instead of relying on a flawed system, Qortex offers a more reliable and ethical alternative. By understanding the content at a deep level, they can deliver ads that are both relevant and respectful of privacy. It’s the future of digital advertising, and Qortex is leading the way.

Navigating the Scaling Labyrinth

With a fresh $10 million in funding, Zack’s ready to scale Qortex. The plan? Expand the engineering team, develop new services, and build a robust business side. The secret to recruiting top talent? Creativity in compensation and attracting people passionate about solving problems.

Scaling a startup is like navigating a labyrinth, with dead ends and unexpected twists at every turn. But with a fresh infusion of $10 million, Zack is ready to tackle the challenge head-on. The plan is simple yet ambitious: expand the engineering team, develop new services, and build a robust business side. It’s about taking Qortex from a promising startup to an industry titan.

One of the biggest challenges in scaling is finding and retaining top talent. Zack’s approach is as creative as it is effective. Instead of chasing after high-profile hires with big salaries, he looks for people who are passionate about solving problems. By offering creative compensation packages, including equity and milestone-based incentives, he attracts talent that’s committed to the long-term success of Qortex.

This strategy has paid off. The team at Qortex is not just skilled but deeply invested in the company’s vision. It’s about creating a culture of ownership and accountability, where everyone feels like they’re part of something bigger. As Qortex scales, this strong foundation will be crucial in navigating the complexities of growth and maintaining the innovative edge that sets them apart.

The Five-Year Vision

In five years, Zack envisions Qortex powering the intelligence behind every video created and consumed. Whether it’s interactive in-video experiences or deep audience insights, Qortex aims to be at the forefront of video content intelligence.

Looking ahead, Zack’s vision for Qortex is nothing short of revolutionary. In five years, he sees Qortex as the intelligence engine behind every video created and consumed. It’s not just about placing ads; it’s about understanding and enhancing the entire video experience. Whether it’s interactive in-video experiences or deep audience insights, Qortex aims to be at the forefront of video content intelligence.

magine a world where every video you watch is enhanced by Qortex’s technology. Ads aren’t just interruptions; they’re seamless parts of the viewing experience, adding value rather than detracting from it. It’s a future where content is tailored to individual preferences, creating a more engaging and personalized experience for viewers. This is the world Zack envisions, and he’s working tirelessly to make it a reality.

The potential applications of Qortex’s technology are endless. From entertainment to education, from advertising to analytics, the possibilities are vast. Zack’s vision is not just about creating a successful company; it’s about transforming how we interact with video content. It’s an ambitious goal, but with Zack’s leadership and Qortex’s innovative technology, it’s one that’s within reach.

Zen and the Art of Startup Maintenance

How does Zack stay sane? Marry well, he says with a laugh. Having a supportive spouse who understands the biz and planning finances meticulously were key to his journey.

Running a trailblazing tech company isn’t a walk in the park. It’s more like a high-wire act with no safety net. So how does Zack stay sane in the midst of the madness? His secret weapon: marrying well. With a laugh, Zack credits his supportive spouse for keeping him grounded. It’s not just about emotional support; it’s about having a partner who understands the business and the challenges that come with it.

Having a spouse who gets it makes a world of difference. Zack’s wife, who works in video at a major media company, brings valuable insights to their dinner table conversations. It’s like having a sounding board who knows the industry inside and out. This mutual understanding and support have been crucial in navigating the ups and downs of startup life.

ut it’s not just about emotional support. Planning finances meticulously was another key to Zack’s journey. Before going full-time with Qortex, Zack and his wife put a plan in place to support their family without needing a salary for some time. This careful planning provided the financial stability needed to focus on building Qortex without constant money worries. It’s a reminder that behind every successful entrepreneur is a strong support system and a solid plan.ad-tech.

So there you have it: Zack Rosenberg and Qortex, the ad-tech sorcerers who turned a near-bankrupt startup into a digital juggernaut, all while dodging flaming hoops and keeping their sanity intact. If you’re not inspired, you might want to check your pulse. In a world where AI is king and context is everything, Zack’s not just playing the game—he’s rewriting the rulebook. Stay tuned, folks, because this is one revolution you won’t want to miss.

8 Billion and Counting? The Real Deal with X’s Video View Numbers

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Ladies and gentlemen, grab your popcorn, because X (formerly Twitter) is back with some eye-popping claims about its video content. They’re shouting from the rooftops that they’re racking up 8 billion video views per day. Yep, you heard that right—8 billion, with a ‘B’. And just to spice things up, they’re flaunting a 35% increase year-over-year. But before you start planning a ticker-tape parade, let’s break down what’s really going on here.

So, what’s the fine print behind these astronomical numbers? According to the X Help Center, a video view is clocked when a user watches for at least two seconds with at least 50% of the video player in view. Autoplay videos? Yep, those count too. So, if you scroll past a video and it lingers on your screen for a couple of seconds, congrats, you’ve just contributed to that 8 billion. It’s like giving out gold medals for just stepping onto the track.

X is on a mission to reinvent itself as the go-to platform for video content, rolling out new features faster than you can say “rebrand.” They’ve launched video spaces on iOS, integrated audio-video calls, and are hinting at an X CTV app and a dedicated video tab. But don’t hold your breath—no dates have been pinned down. It’s almost like they’re promising you a state-of-the-art jetpack, but all you get is a paper airplane. CEO Linda Yaccarino has been preaching the “video first” gospel since March, but this move signals a seismic shift from a platform built for chit-chat to one trying to be a multimedia powerhouse.

Here’s where it gets even juicier. The views metric currently on display isn’t actually video views; it’s tweet views. This metric counts how many times a tweet appears in someone’s timeline, regardless of whether anyone engages with it. It’s like counting every time someone glances at a billboard from their car window. Real video views, which used to be visible, have been swapped out for impressions. This sneaky little switch means that while X is crowing about its “views,” they’re really just talking about impressions—basically, digital hot air.

Remember the Tucker Carlson and Donald Trump interview that supposedly racked up 236 million views in 24 hours? If we use the old Twitter metric, the real number is closer to 4.8 million. It’s the digital equivalent of inflating a kiddie pool to Olympic swimming pool proportions. This puffery extends to their claim of 8 billion daily views, a number that would require a quantum leap from their previous stats.

Now, let’s dive into the murky waters of fake traffic. A report from cybersecurity firm CHEQ found that a staggering 75.85% of traffic from X to its advertisers’ websites was fake during the Super Bowl weekend. That’s right, three out of four clicks were from bots or fake users. It’s like buying a ticket to the hottest concert of the year, only to find out the crowd is made up of cardboard cutouts. This isn’t just a budget-buster; it’s a campaign optimizer’s worst nightmare. Paying for bot traffic means skewed analytics and wasted ad spend.

To top it all off, X’s decision to obscure real video view counts in favor of impressions is a classic bait-and-switch. They’re creating an illusion of massive engagement, while in reality, users are just scrolling past these videos. It’s a masterclass in digital smoke and mirrors.

If we take a step back, it’s clear that X is desperately trying to stay relevant in a social media landscape dominated by video content. Platforms like YouTube and TikTok are eating their lunch, and even Instagram is getting a bigger slice of the pie. According to Sprinklr, YouTube logs over a billion hours of video views daily, while TikTok boasts over a billion active users with an average user spending 52 minutes per day on the app. Meanwhile, X is scrambling to keep up, throwing out big numbers like confetti and hoping no one notices the sleight of hand.

Let’s also talk about the elephant in the room—user trust. By swapping out genuine metrics for inflated ones, X risks alienating its user base and advertisers alike. It’s like telling your date you drive a Ferrari, only for them to find out it’s a rented Prius. The long-term damage to credibility could be significant.

Eilon Zarmon, CEO and cofounder of AdGPT and an agency boss for over 30 years, had some thoughts about this and told us, “Elon Musk is definitely a colorful character, but in the end, advertisers will analyze X with business considerations in mind: amount of users, the nature of the conversation on the platform, ROI, and what their brand will gain if they advertise there. The reason advertisers left the platform is not because of Elon Musk the persona, but due to the fear that wild discourse may harm the values ​​of their brand. If Musk manages to allay their fears with concrete data, and can deliver on his AI promises, we will see a massive return of advertisers.”

I’m not holding my breath.

In this brave new world of X, it’s crucial to scrutinize these metrics before buying into the hype. Because in the land of social media, not all that glitters is gold—sometimes it’s just cleverly polished brass. So next time you see X boasting about its video views, remember to take it with a grain of salt. Or better yet, a whole salt shaker.

From ESPN to Clickbait: The Trade Desk’s Curated List of Digital Darlings

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The Trade Desk, the darling of the demand-side platform (DSP) universe, has just unveiled its list of the top 100 premium publishers across the open internet. This list spans TV, web, and audio publishers globally, and it’s making waves in the ad tech community. But what’s the real scoop behind this curated list of digital darlings?

Jeff Green, The Trade Desk’s CEO, recently highlighted the company’s push towards premium media on the open web during an earnings call. The move is part of their strategy to position themselves as the gatekeepers of high-quality digital advertising space, a response to the increasing demand for transparency and performance in online advertising.

The Top 100 List: A Who’s Who of Digital Royalty

The Trade Desk’s top 100 list includes a mix of household names and niche gems. Heavyweights like ESPN, CNN, and The New York Times rub shoulders with rising stars in digital publishing. This list isn’t just a vanity project; it’s a statement of intent. The Trade Desk wants advertisers to know they’re buying space on the crème de la crème of the internet, not some backwater clickbait farm.

The list is a testament to The Trade Desk’s commitment to quality. By highlighting these premium publishers, the company is setting a standard for what constitutes high-quality inventory. This is a critical move in an industry where ad fraud and low-quality placements can erode trust and ROI for advertisers. The list also underscores the importance of brand safety and viewability, ensuring that ads are placed in environments that reflect well on the brands they represent.

Industry Reactions: Much Ado About… Something?

Kenneth Rona, PhD, a data expert and industry leader, had some choice words about the brouhaha surrounding this list. He dismissed the uproar as a “nothing-burger,” attributing the noise to competitors’ insecurities. According to Rona, The Trade Desk isn’t out to gobble up the market; they’re encouraging innovation and better ad solutions on their platform. His take? If you’re worried about competing with The Trade Desk, step up your game or step aside.

Rona also raised concerns about the accessibility of The Trade Desk’s platform for developers. He suggests that fostering a vibrant ecosystem requires easier access for startups and smaller firms, akin to programs offered by Microsoft and Google. The Trade Desk’s focus on premium inventory is seen as a move to elevate the overall quality of digital advertising, but it also raises questions about inclusivity and accessibility for smaller players in the ad tech space.

The Perils of the Premium Push

Erez Levin, a media futurist and ad attention advocate, echoed some of Rona’s sentiments but added a layer of caution. Levin worries that buyers might lazily gravitate towards the top 100, ignoring other deserving publishers. This could lead to inflated CPMs (cost per thousand impressions) and a skewed valuation of what constitutes quality.

Levin’s second point is a bit more sinister: the risk of The Trade Desk prioritizing its margins over the best interests of the buyers and the industry. It’s a long-term concern, but given the history of ad tech, not entirely unfounded. The potential for conflicts of interest is a critical issue, especially as The Trade Desk continues to grow and exert more influence over the digital advertising landscape.

The Trade Desk’s Vision

The Trade Desk’s platform is lauded for its data-driven approach and transparency. They don’t own media; they just help you buy it better, connecting advertisers with premium inventory across channels like Connected TV (CTV), audio, and digital-out-of-home. Their commitment to unbiased, open, and interoperable solutions is a significant selling point.

The company’s emphasis on premium inventory is also a strategic response to the evolving demands of advertisers. As brands seek to maximize the impact of their ad spend, the quality of placements becomes paramount. The Trade Desk’s top 100 list serves as a curated guide, helping advertisers navigate the often murky waters of digital ad placements to find the most effective and reputable publishers.

The Competitive Landscape

The release of the top 100 list has stirred the competitive landscape. Companies that didn’t make the cut are understandably anxious, while those on the list are basking in the validation. This has sparked a broader conversation about what it means to be a premium publisher in today’s digital age.

Competitors are watching closely, and some are even taking notes. The list sets a benchmark, and it’s clear that The Trade Desk is challenging others to step up their game. The ripple effect is likely to push the entire industry towards higher standards, which can only be a good thing for advertisers and consumers alike.

Final Thoughts: The Real Deal or Just Hype?

The Trade Desk’s top 100 list is more than just a marketing gimmick. It’s a bold declaration of the company’s commitment to quality and transparency in digital advertising. But as with any significant shift in the industry, it comes with its share of controversies and challenges. Whether this list will democratize premium ad space or just create new hierarchies remains to be seen.

For now, it’s clear that The Trade Desk is setting the bar high. The rest of the ad tech world better be ready to jump. The list is a wake-up call for publishers and advertisers alike, signaling that the days of easy money from low-quality inventory are numbered. In the end, The Trade Desk’s move could very well usher in a new era of digital advertising, where quality trumps quantity, and transparency reigns supreme.

Musk at Cannes: AI Annihilation, Free Speech Crusades, and Ad Begging

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Elon Musk, ever the showman, has once again seized the spotlight, blending his apocalyptic AI prophecies with a desperate plea to win back advertisers at the Cannes Lions Festival. Imagine this: Musk, the tech world’s most notorious provocateur, standing before a crowd of industry bigwigs, dropping truth bombs about AI-induced doom and the moral imperatives of free speech. It’s like watching a dystopian TED Talk crossed with a high-stakes sales pitch, delivered by a man who seems equally comfortable predicting the end of humanity and asking for your ad dollars.

In true Musk fashion, he didn’t hold back. At Cannes, he painted a vivid picture of a future where artificial intelligence could either usher in an era of unprecedented abundance or, you know, wipe us all out. No big deal. This is the same guy who once launched a car into space for fun, so when he talks about the potential for AI to annihilate us, you listen—even if you’re not sure whether to laugh, cry, or update your LinkedIn profile.

Musk’s pitch was anything but conventional. He wasn’t just selling ad space on X (formerly Twitter); he was selling a vision of a digital utopia where free speech reigns supreme, and your brand can reach the intellectual elite. Because if there’s one thing we’ve all learned from Musk, it’s that he never aims low. This is the man who promises Mars colonization on the side, after all.

So, buckle up as we dive into Musk’s latest escapade at Cannes Lions—a whirlwind tour of AI dystopia, free speech debates, and a high-stakes bid to reclaim the ad dollars that fled his chaotic social media empire. It’s a wild ride, filled with existential dread and grandiose dreams, served up with a side of Musk’s trademark bravado.

AI: The Double-Edged Sword

Musk is no stranger to controversy, and his latest musings on AI are no exception. He quoted AI luminary Geoff Hinton, suggesting there’s a “10 to 20% probability of something terrible happening.” What exactly qualifies as “terrible” in Musk’s mind? He left that part vague, adding a cheerful spin: “The glass is 80% full. Look on the bright side.”

Seriously, Elon? What’s 20% of an apocalypse? A partial apocalypse? Zombies only on weekends? But hey, the man’s nothing if not optimistic, right? He’s basically saying, “Sure, AI might wipe us out, but it might also just give us robot butlers. Roll the dice, folks!”

The Free Speech Rodeo

Of course, no Musk appearance would be complete without a rant about free speech. Remember last year when he told advertisers to go “GFY”? This time, he’s trying to walk that back a bit, saying he only meant it for brands that don’t support free speech. Translation: “Please come back, advertisers. I didn’t mean all of you. Just the ones who don’t get me.”

Musk is at Cannes Lions on a mission to win back the ad dollars that fled Twitter—oops, I mean X—like it was a burning building. He even had the chutzpah to call out Disney’s Bob Iger last November for pulling ad spend, labeling it “blackmail.” Subtlety, thy name is not Elon.

The Age of Abundance (or Dystopia)

Musk also tossed around the idea of a utopian future where nobody has to work because AI and robots do everything. Sounds great, right? Universal basic income, everyone living the high life. But then he throws in a curveball: “There will perhaps be a crisis of meaning.”

Ah, there it is. The existential dread. If robots do all the work, what do we do? Sit around pondering the meaning of life while sipping our AI-crafted lattes? Musk predicts radical changes within the next year and even more dramatic shifts over the next five. Strap in, folks. It’s going to be a wild ride.

The Neuralink Brain Chip and AI Symbiosis

Musk’s Neuralink brain chip startup also got a mention. The goal? Facilitate “human/AI symbiosis.” Think about that. He’s betting on a future where we’re all part cyborg, living in harmony with our digital overlords. He gives it an 80% chance of being good for humanity. As for the other 20%? Well, that’s where the “terrible” part comes in.

“The worst case scenario is we’re going to be annihilated,” Musk said. And then, in true Musk fashion, he added, “Would I want to be around to see it? I’m like, ‘Probably yes.’ Okay, so fatalism.” Because who wouldn’t want a front-row seat to the end of the world?

The Future of Creativity and Jobs

WPP’s Mark Read didn’t shy away from the elephant in the room: the future of jobs in an AI-dominated world. It was the question everyone was thinking but dreading to ask. Musk, in his characteristic bluntness, didn’t sugarcoat his response. “There really is no future for any of us in this room,” he said, prompting a wave of nervous laughter that swept through the audience. The air thickened with the kind of uneasy chuckles that say, “Is he joking, or should I update my resume?”

Musk attempted to ease the tension by suggesting that AI would “enhance human intelligence.” Sure, the machines might be smarter, faster, and more efficient, but we’ll be there, right alongside them, augmented and enhanced. It’s a nice thought, but it didn’t seem to dispel the existential dread hanging over the room. After all, what does “enhance” really mean in a world where AI could potentially outperform us in every conceivable way?

The unease wasn’t unfounded. The ad industry, brimming with creativity, is built on human ingenuity. Musk’s comments seemed to hint at a future where creative jobs could be automated, leaving many to wonder what role, if any, humans would play. Imagine AI brainstorming sessions, AI-generated ad campaigns, and AI analyzing market trends. Where does that leave the human touch, the serendipity of creative thought, and the subtle nuances that come from years of experience and gut instinct?

Musk’s vision, while grand, isn’t without its detractors. Many in the audience probably recalled their own experiences of creativity that couldn’t be boxed into an algorithm. The ad world thrives on out-of-the-box thinking, the kind that AI might struggle to replicate authentically. Yet, Musk’s assertion was clear: radical change is imminent, and the industry better brace itself.

Still, there was a sliver of hope. Musk’s idea of AI-enhanced human intelligence suggests a partnership rather than a replacement. Picture this: creatives using AI as a tool to amplify their own abilities, not unlike how Photoshop revolutionized graphic design or how data analytics transformed market research. The key will be in finding that balance—leveraging AI without losing the human spark that ignites truly great work.

But the big question remains: can the ad industry, with its reliance on human creativity and emotion, adapt quickly enough to stay relevant? Will creatives become obsolete, or will they evolve, harnessing AI to reach new heights? Musk’s predictions, as stark as they are, could be a wake-up call for an industry on the brink of transformation. The future he paints is one of possibilities, both exciting and terrifying, and it’s up to the industry to decide how to navigate this brave new world.

The Grok AI and Journalism’s Death Knell

When the conversation turned to Musk’s own AI chatbot, Grok, the room was primed for insight. But Musk, ever the showman, dodged the direct question with the finesse of a seasoned politician. Instead of diving into Grok’s performance or shortcomings, he pivoted to the broader landscape of AI innovation, notably pointing out how TikTok and Meta are leveraging AI to revolutionize user engagement. Classic Musk—always steering the narrative.

The topic of Grok wasn’t entirely dismissed, though. Industry insiders know Musk isn’t thrilled with the chatbot’s current state. Trained to “be honest,” Grok has a habit of disagreeing with Musk, especially on politically charged topics. It’s an irony almost too rich: the AI Musk helped create is too independent, even for him. Perhaps that’s why he deflected, steering clear of Grok’s quirks and focusing on the broader AI ecosystem instead.

Musk then took a jab at traditional journalism, predicting it would be supplanted by AI aggregating social media wisdom. Picture this: news brought to you by the collective hive mind of Twitter—sorry, X—users. Reliable, right? For anyone who’s spent time in the chaotic mosh pit of social media, the idea is both intriguing and terrifying. Sure, it democratizes information, but at what cost to accuracy and depth?

His critique wasn’t entirely off-base, though. The rise of social media has already blurred the lines between professional journalism and citizen reporting. Musk’s vision merely takes this a step further, imagining a world where AI sifts through the noise to deliver what it deems relevant. It’s a bold prediction and one that strikes at the heart of traditional media’s role in society.

Yet, the underlying message was clear: the world is changing, and old paradigms are crumbling. Musk’s casual dismissal of conventional journalism might sound flippant, but it underscores a significant shift. As AI becomes more adept at processing and curating information, the role of human journalists could be redefined—or diminished. It’s a future where content is king, but the court jesters are algorithms and bots.

In this brave new world, the challenge will be maintaining the integrity and depth of journalism while embracing the efficiencies AI offers. Can AI truly replicate the investigative rigor and narrative nuance that human journalists bring to the table? Musk seems to think so, or at least, he’s betting on it. For the media ind

Musk’s Grand Appeal to Advertisers: The Elite Pitch

In his quest to woo advertisers back to the fold, Musk pulled out all the stops, painting a picture of X as a utopia of “brand safety.” Forget the wild west of the internet—this is the new, sanitized X, where your brand can rub shoulders with the crème de la crème of Silicon Valley. Picture it: your latest sneaker campaign beaming straight to Marc Benioff’s desktop. Because nothing screams mass market appeal like pitching to the guy who runs Salesforce.

Musk’s pitch was nothing if not elite. He rattled off names like Michael Dell and Marc Andreessen as if he was reading from a who’s who of the tech billionaire club. “This is where the intellectuals of the world congregate,” he proclaimed. Because, of course, when you’re deciding where to drop your ad dollars, the first question you ask is, “Will Michael Dell see this?” Forget your average consumer—this is all about the one-percenters.

But let’s get real for a second. The average advertiser isn’t looking to target a handful of billionaires—they want reach, engagement, and a broad audience. Musk’s vision of X as a playground for the tech elite might sound impressive in a boardroom pitch, but it’s a bit disconnected from the reality of advertising needs. Sure, it’s great to have big names on the platform, but unless you’re selling private jets or luxury yachts, the appeal might be somewhat limited.

Yet, Musk’s approach was classic Elon: audacious, unconventional, and dripping with hubris. He’s not just selling ad space; he’s selling a vision, a dream of being part of an exclusive club. The irony, of course, is that for all his talk about democratizing communication and free speech, his pitch to advertisers is all about exclusivity. It’s a bold move, and time will tell if it pays off. For now, though, advertisers are left to weigh the allure of targeting the tech elite against the practicalities of reaching the masses.

So, there you have it. Elon Musk’s grand vision for the future: a tantalizing blend of utopia and dystopia, where we might all end up as highly paid, unemployed cyborgs watching the world burn. But hey, look on the bright side. At least we’ll have free speech.

Knitting Grandmas to Ad Dollars: Reddit’s Big Boy Pants Moment

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Ah, Reddit. The digital playground where everyone from knitting grandmas to conspiracy theorists gathers to bicker about everything under the sun. But hold on to your socks, because Reddit is putting on its big boy pants and saying, “Hey advertisers, look at me!”

Yes, you read that right. Reddit, the social media mosh pit, is growing up, and DoubleVerify is here to slap a gold star on its report card with a new media quality authentication offering. This isn’t just a game-changer; it’s Reddit shouting from the rooftops, “We’re ready for prime time, baby!”

DoubleVerify (DV) has rolled out the industry’s first comprehensive media authentication offering on Reddit. Think of it as the digital equivalent of hiring a chaperone to ensure your ads don’t end up in the sketchy part of town. The DV Authentic Ad® metric promises advertisers a layer of transparency, making sure their precious ad dollars aren’t wasted on shady impressions or, heaven forbid, outside the intended geography.

Mark Zagorski, CEO of DoubleVerify, is all smiles about this partnership. He’s practically handing out cigars, saying, “We’re excited to partner with Reddit, to help campaigns meet key media quality criteria while driving impact and performance for advertisers.” It’s like he’s the proud parent at a kindergarten graduation, beaming as Reddit takes its first steps into the world of serious advertising.

And what a world it is. Reddit, with its over 100,000 communities, is the Wild West of user-generated content. One minute, you’re in a wholesome discussion about home gardening, and the next, you’re knee-deep in a thread about the latest alien abduction theories. It’s chaotic, it’s raw, and it’s real – which is exactly why advertisers are salivating at the potential to tap into this goldmine of engagement.

Enter DV, with its brand safety and suitability measurements ensuring that ads don’t end up next to content that would make a sailor blush. Fraud detection? Check. Viewability measurement? Double check. It’s like giving advertisers night-vision goggles to navigate the murky waters of Reddit’s ad landscape.

Harold Klaje, Reddit’s Chief Revenue Officer, is equally pumped, describing Reddit’s unique approach to content moderation as harnessing the power of community, systems, and tools. It’s like Reddit’s own version of crowd-sourced ad curation. “Third-party verification is essential,” Klaje says, “to ensure our clients feel great about their investment in Reddit.” Translation: we’ve got the keys to the kingdom, and we’re ready to let you in – safely.

With DV’s technology, advertisers can now ensure their ads hit the mark, whether they’re targeting the knitting grandmas or the die-hard UFO enthusiasts. And let’s talk about the ad formats – from in-feed and conversation placements to the new Dynamic Product Ads, Reddit is pulling out all the stops. Jim Squires, Reddit’s EVP of business marketing and growth, is steering this ship, explaining that Reddit is inherently commercial. People come to Reddit not just to scroll mindlessly but to seek out recommendations and insights from like-minded users.

But let’s not kid ourselves – it’s not all smooth sailing in the Reddit advertising ocean. This is not Facebook or Google where advertisers can laser-target users based on exhaustive behavioral data. Reddit’s ad model is like throwing a party and hoping the right guests show up. It relies heavily on contextual and interest-based signals, meaning advertisers have to bet that redditors might actually be interested in their products just because they’re hanging out in a specific subreddit. Imagine trying to sell camping gear in a subreddit dedicated to discussing the best ways to survive a zombie apocalypse – it’s a bit of a shot in the dark.

Advertising on Reddit is akin to fishing in unpredictable waters. You cast your line, but you’re never quite sure what you’ll reel in. Sometimes you catch a big one, a customer ready to bite on your product. Other times, you pull up an old boot, a wasted impression with no conversion. It’s this unpredictability that makes Reddit both exciting and daunting for advertisers. The stakes are high, and so is the potential for return on investment if you play your cards right. Redditors are engaged, passionate, and if you capture their interest, they can be your brand’s biggest advocates.

Yet, the gamble has its perks. Reddit’s users are notoriously discerning and vocal, meaning they engage deeply with content and can drive substantial word-of-mouth marketing. When an ad hits the right notes, it can spark discussions, shares, and upvotes, creating a ripple effect that can reach far beyond the initial target audience. This is the holy grail for marketers: genuine engagement from an audience that isn’t just scrolling past your ad but is actively participating in a conversation about it. However, this requires a nuanced understanding of the community dynamics and an ad strategy that respects the unique culture of each subreddit.

Reddit’s journey to monetization has been nothing short of a roller coaster. The platform dipped its toes into the ad waters back in 2006 but didn’t really dive in until a dozen years later. It wasn’t until 2018 that Reddit decided to get serious about ad tech. This late bloomer attitude saw the platform playing catch-up, adding features and tools at a breakneck pace. From mobile ads and pixel retargeting to carousel ads and more sophisticated engagement retargeting, Reddit has been like a startup on a caffeine binge, trying to build an ad infrastructure that can compete with the big boys.

The transformation has been impressive. Reddit’s ad tech evolution reads like a Silicon Valley growth spurt – rapid, intense, and full of innovation. The platform has gone from basic ad offerings to a robust suite of tools that cater to a wide range of advertiser needs. Mobile ads have become more dynamic, pixel retargeting allows for more precise ad delivery, and carousel ads provide a richer user experience. Each new feature has been a step towards making Reddit a more attractive playground for advertisers looking for engaged audiences.

Now, with DoubleVerify in the mix, Reddit isn’t just playing in the sandbox; it’s building a skyscraper. The integration of DV’s media quality authentication and other advanced measurement tools is a signal that Reddit is ready to compete on a level playing field with other social media giants. This partnership means advertisers can now expect the same level of transparency and assurance on Reddit as they would on more established platforms. It’s a bold move, positioning Reddit not just as a quirky alternative but as a serious contender in the digital advertising arena. The gamble, it seems, is starting to pay off.

The platform’s recent partnership with Sprinklr, a customer experience management platform, is another feather in its cap. As Reddit’s first advertising API partner, Sprinklr will help create more effective campaigns, allowing brands to follow conversations, optimize content, and tailor ads for maximum impact. Jonathan Flesher, Reddit’s VP of business development, is optimistic, seeing this as a way for businesses to spot trends and test ideas among Reddit’s daily user discussions.

So, what’s next for Reddit? The platform went public last March, and with its latest earnings showing $243 million in quarterly revenue, it’s clear that it’s not just surviving; it’s thriving. If Reddit’s plans to grow audiences and advertisers gain traction, the projections for ad revenue growth are impressive – a 32% increase this year and another 21% in 2025, according to New Street Research.

Reddit is no longer the rebellious teenager of the social media world. It’s stepping into adulthood, ready to charm advertisers with its unique blend of chaos and community. And with DoubleVerify by its side, it’s poised to turn the wild, wild west of user-generated content into a goldmine of advertising potential. Get ready, folks. Reddit is all grown up.

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