Why Streaming Ads Make Me Want to Smash My TV

2024-06-09

Streaming ads still suck. Like a swarm of mosquitos at a summer BBQ, they’re relentless, annoying, and utterly out of place. We’ve been promised this seamless, futuristic experience with Connected TV, yet here we are, stuck in the past with clunky, uninspired ads that feel like they’re being lobbed at us by a catapult.

You’d think with all the tech and creative minds at our disposal, we could do better. But nope, we’re getting the digital equivalent of a soggy microwave burrito instead of the gourmet feast we were promised.

Let’s dive into the murky waters of this mess. The basic contract of the internet—just like newspapers, magazines, radio, and TV before it—is that you get your content for free or at a discount, and in return, you endure some ads. Historically, this was a fair trade. We got the information and entertainment we craved, and advertisers had a straightforward way to reach us. It was a manageable load, even helpful sometimes, like a friendly guide pointing out the best deals in town.

But then came Amazon, striding into the room like a clumsy giant, and everything started to go sideways. In January, they flipped the switch on limited ads for Prime Video. Now, instead of an ad-free oasis, we get ads shoved in our faces before shows and movies, and worse, scattered randomly throughout our viewing experience like landmines.

Users are rightfully livid. Imagine paying for a service and still getting hit with ads unless you pony up an extra $3 a month. It feels like a classic bait and switch. Amazon’s move has even sparked lawsuits, with people demanding what they were promised—a premium, ad-free experience. It’s like paying for a VIP ticket and still getting stuck in the nosebleed section.

Studies have shown that while ads themselves don’t necessarily ruin our enjoyment of programs, bad ad experiences certainly do. Picture this: 420 people crammed into a lab, watching 30-minute programming with various ad experiences. Some got smooth sailing with limited, seamless breaks. Others endured the torture of latency, slates, and ad breaks so awkward they felt like someone crashing a party uninvited. The results were clear—smooth ad experiences kept viewers happy. But when the ads were as clunky as a Windows 95 computer trying to run modern software, it was a different story.

Latency, that annoying buffer wheel spinning like a hamster on speed, was the biggest offender. A staggering 78% of viewers found it as irritating as nails on a chalkboard. It tanked their enjoyment of the show, the quality of the ads, and the perception of the brands involved. It’s like trying to watch a gripping thriller, but every five minutes, someone pauses the movie to lecture you about vitamins.

Then there are the ad breaks that feel like they were dropped in by someone who’s never watched TV before. Imagine being engrossed in a pivotal scene, your heart racing as the plot thickens, only to have it abruptly interrupted by an ad. It’s like someone barging into your living room and changing the channel right at the climax of your favorite show. This jarring intrusion shatters the immersion and leaves you with a sour taste, making you want to hurl the remote through the screen. These disruptive breaks are more than just annoying—they’re outright disrespectful to the viewing experience. A study found these ill-timed interruptions felt 16% more intrusive to viewers and made them 14% less likely to remember the ads. It’s the digital equivalent of a waiter dumping soup in your lap during dinner.

And let’s not forget the dreaded slates. These are the black holes of ad space, where nothingness reigns supreme because an ad failed to load. It’s like being promised dessert at a fancy restaurant and getting an empty plate instead. These unfilled or blank ad times are especially rampant on free ad-supported streaming TV (FAST) services, where the ad infrastructure is often a patchwork of inefficiency. The result is a viewing experience punctuated by awkward, silent voids that disrupt the flow and leave viewers bewildered. For publishers, this means underutilized ad inventory and lost revenue opportunities. For viewers, it’s a frustrating lull that breaks the engagement with the content they were enjoying.

The problem is further exacerbated by the sheer volume of ads crammed into a single viewing session. It’s not uncommon for viewers to encounter multiple back-to-back ads, often repetitive and irrelevant, compounding the frustration. This oversaturation dilutes the effectiveness of each ad, turning what could have been a targeted, impactful message into background noise that viewers actively tune out. Advertisers end up wasting their budgets, and consumers are left feeling more like commodities than valued customers. This creates a vicious cycle where neither party wins—advertisers fail to connect with their audience, and viewers are pushed further away from the content they originally tuned in for.

So, what’s the deal? Are tech companies deliberately sabotaging our viewing experience to squeeze more money out of us? It sure feels that way. Log onto YouTube or any other service, and the first thing you see is an ad promoting the ad-free version of the service. It’s got the vibe of a protection racket: “If you don’t want us roughing up your favorite shows, pay us more.” They’re already making bank from ads and selling our data, but if you want even a smidgen of artistic integrity preserved, you’ve got to pay extra.

“But commercial interruptions aren’t new,” you might say. True! But back in the day, there was a certain finesse to it. Commercial TV had editors meticulously preparing films for ad breaks, ensuring a smooth transition. It was like a carefully choreographed dance. Now, it’s more like a bull in a china shop. Movies get hacked apart with all the subtlety of a lumberjack on a caffeine binge.

The corporates have gone from using a scalpel to a meat-ax, often with their eyes closed. I wouldn’t be surprised if, next time I watch “Jaws,” right when Quint is sliding towards the shark’s mouth, I get hit with an ad for dietary supplements.

So, what’s the solution? Let’s get creative, folks. Ads shouldn’t feel like a punishment but an integral part of the viewing experience. Think about those clever Super Bowl ads that have everyone talking for weeks. Why can’t streaming services aim for that level of innovation? These ads don’t just sell products; they tell stories, evoke emotions, and entertain. If streaming ads could capture even a fraction of that magic, viewers might actually look forward to the breaks instead of dreading them. Imagine an ad that feels like a seamless extension of the show you’re watching, not some clumsy intruder barging in.

Streaming services need to wake up and realize they’re not just hawking ad space; they’re part of the storytelling process. This means recognizing the rhythm of the content and placing ads in a way that doesn’t make viewers want to throw their remotes through the screen. Strategic ad placement at natural narrative pauses or transitions can make all the difference. It’s about creating a harmonious viewing experience that respects the audience’s engagement with the story, not bulldozing through it with jarring interruptions.

Relevance is the name of the game. Ads need to be more than just filler; they should resonate with the audience. Streaming platforms are sitting on mountains of user data—time to put it to good use. Instead of bombarding viewers with generic garbage, deliver ads that align with individual preferences and interests. A viewer binge-watching a cooking show would appreciate an ad for kitchen gadgets far more than one for car insurance. Personalized ads not only enhance the viewing experience but also increase the chances of the ad actually making an impact.

How about we make ads fun? Interactive ads can turn passive viewers into active participants, making the ad experience more engaging and less of a nuisance. Imagine an ad that lets viewers click for more information, view a demo, or even make a purchase directly from their screen. This keeps viewers engaged and provides a direct path from ad to action. Interactive ads could also include gamified elements, turning the ad break into a fun mini-experience instead of a dreaded interruption.

And let’s talk about quality over quantity. Instead of cramming as many ads as possible into a viewing session, streaming services should focus on delivering fewer, higher-quality ads. This respects the viewer’s time and ensures that the ads that do appear are more memorable and impactful. Advertisers might initially freak out at the idea of fewer slots, but with better engagement and recall rates, the effectiveness of each ad would likely increase, justifying the investment.

And we do have solutions for all these issues already. Companies like Origin have developed unique solutions for ad fatigue and lack of interactivity, with dynamic video overlays, native ad formats, and much more. Origin’s suite of dynamic ad formats helps advertisers overcome these challenges and turn the living room into a performance destination. They’ve cracked the code on making ads less of an intrusion and more of an engaging, relevant part of the viewing experience.

Then there’s KERV, the AI-powered wizardry turning boring ads into shoppable, immersive experiences. Want your ads to be as compelling as the show you’re watching? KERV Immerse hooks viewers with storytelling that demands interaction—click, tap, explore those scenes and objects. It’s like a treasure hunt in your favorite show, perfect for driving education and awareness. KERV Element ups the ante with a sleek, automated tile carousel that practically begs you to shop the scene. You know that cool gadget or outfit you spotted? One click, and it’s yours. And then there’s KERV Sync, the feature that drops dynamic QR codes into videos, leading you to product pages, websites, or interactive video versions on your mobile. It’s like a digital scavenger hunt tailored to your location and context, making ads feel less like interruptions and more like invitations.

But until these solutions are embraced, we’re stuck in this digital purgatory, paying for the privilege of not being interrupted or being interrupted by ads that feel like a slap in the face. The future of streaming ads needs to be more than just a rerun of the past. It needs to be smarter, more respectful of the viewer’s time and intelligence, and, dare I say, entertaining. Until then, streaming ads will remain a colossal, soul-sucking disappointment. It’s time for the industry to step up and deliver on the promise of a better viewing experience, turning ad breaks from a necessary evil into a valuable part of the journey.

Kevel’s Chief Alchemist: James Avery Turns Retail Media into Gold

Pesach Lattin

2024-06-07

James Avery doesn’t see the world quite the same as the rest of us. Where we see obstacles, he sees opportunities. This visionary CEO has transformed Kevel (formerly Adzerk) from an under-the-radar ad tech player into a formidable force in retail media. And he’s done it all while maintaining a grounded perspective, preferring substance over champagne showers.

When Adzerk transitioned to Kevel, it was akin to swapping a tricycle for a Harley. It wasn’t just a name change; it was a metamorphosis. Adzerk often was mistaken for an ad network, a notion that irked Avery. “We’re like the anti-ad network. We don’t harvest data or sell ads. We’re all about the technology,” he explains. By adopting the name Kevel, the company shed the baggage and confusion, stepping into a future where they could more accurately represent their capabilities and ambitions.

A Leap of Faith
The leap from Adzerk to Kevel wasn’t just a rebrand; it was a calculated maneuver to redefine their identity. “Adzerk was often confused with being an ad network, which we’re not. We’re an ad tech company that focuses purely on technology,” Avery states. The name Kevel, chosen with the help of a professional naming firm—yes, the same genius minds behind Swiffer and PowerBook—signified a fresh start without the historical baggage. Kevel refers to a nautical fixture used to secure boats to docks, symbolizing stability and strength.

This change was more than skin deep. It marked Kevel’s evolution from a simple ad server to a comprehensive retail media platform. “We’re more than just an ad server now. We’ve announced our retail media cloud, and the new name allowed us to start fresh without misconceptions,” Avery says. The transformation allowed Kevel to cater to an expanding market with innovative solutions.

The Early Wins and Roadblocks
Every great company has its watershed moment—the point when potential becomes reality. For Kevel, that moment came when they signed Stack Overflow as their first customer. “Joel Spolsky and Jeff Atwood saw something in us before we even raised any money,” Avery recalls. This wasn’t just validation; it was a signal that Kevel was solving real problems in a market desperate for innovation.

Kevel’s flexibility is one of its biggest selling points. The company’s APIs are a dream come true for engineers looking to build custom solutions. “Our API documentation often has engineers’ eyes lighting up,” Avery chuckles. “It’s like a playground for them, and none of our competitors offer the same level of flexibility.” This ability to customize and innovate is what sets Kevel apart in the crowded ad tech space.

However, the journey wasn’t without its challenges. Scaling their system to handle millions of active ads was one of the toughest battles Kevel faced. “Retail media is different from traditional ad tech,” Avery explains. “We had to keep our systems running while scaling to meet the demands of our clients, which sometimes meant late nights and weekend scrambles for our engineering team.” But Kevel’s resilience paid off. They now comfortably manage millions of ads without breaking a sweat, a testament to the robustness of their platform and the dedication of their team.

Kevel’s journey from Adzerk to its current status as a leader in retail media hasn’t been smooth sailing. The company faced numerous challenges, from scalability issues to market misconceptions. However, Avery’s leadership and vision have steered Kevel through these turbulent waters. The company’s ability to innovate and adapt has been crucial to its success.

One of Kevel’s most significant achievements is its ability to handle the immense scale required by retail media. “We have customers with millions of active ads, and it’s no longer a problem,” Avery states. This capability sets Kevel apart from many competitors who struggle with the demands of modern ad tech.

Culture: More Than Beanbags and Free Snacks
Building a company culture isn’t about beanbags or free snacks; it’s about creating an environment where people feel trusted and valued. For Kevel, that means treating everyone like adults. “We’re here to get a job done, not to micromanage,” Avery asserts. He leads by example, leaving at 3:30 PM to pick up his kids and working a couple of hours in the evening. “If someone can’t handle that level of autonomy, they’re not a fit for us.”

Kevel’s culture emphasizes trust and autonomy. “We’re all adults here. Don’t ask for permission to go to a doctor’s appointment—just put it on your calendar and go,” Avery says. This approach fosters a sense of responsibility and ownership among employees, creating a productive and positive work environment.

The North Star: Customer Revenue
As Kevel charts its course through the retail media universe, the North Star guiding their journey is customer revenue. This guiding principle isn’t just a metric; it’s a philosophy deeply embedded in the company’s DNA. For James Avery, the success of Kevel isn’t solely about their bottom line; it’s about the tangible impact they have on their customers’ businesses. “We measure our success by how much revenue our customers generate using our platform,” Avery explains. This approach reflects a broader vision of creating value that transcends traditional revenue goals, emphasizing a symbiotic relationship where Kevel’s growth is intrinsically tied to the prosperity of its clients.

This customer-centric philosophy ensures that Kevel remains consistently aligned with the evolving needs and goals of the retailers they serve. By prioritizing customer revenue, Kevel positions itself as a partner invested in the success of its clients rather than just a service provider. This alignment means that Kevel’s innovations and product developments are driven by real-world needs and feedback from its user base, fostering a cycle of continuous improvement and mutual benefit. It’s a strategy that keeps Kevel agile and responsive, capable of adapting quickly to market changes and customer demands.

The focus on customer revenue also sets Kevel apart in an industry often criticized for prioritizing quick profits over long-term value. This long-term perspective cultivates trust and loyalty among Kevel’s clients, who see the company as a true ally in their business journey. By aligning their success metrics with those of their customers, Kevel creates a robust foundation for sustainable growth. It ensures that every innovation, every strategic decision, and every resource allocation is made with the customer’s success in mind, fostering a culture of shared achievement and collaborative progress that benefits all parties involved.

Innovating Retail Media
Kevel is at the forefront of retail media innovation, working with the IAB to develop open RTB standards for promoted listings. This initiative could revolutionize how brands like Procter & Gamble run their campaigns. Imagine being able to promote products across multiple retail media networks with a single, programmatic bid—this is the future Kevel is helping to build.

Avery sees retail media moving into the programmatic ecosystem as a game-changer. “The next phase of retail media is about bringing it into the programmatic ecosystem, making it less about walled gardens and more about open access,” he says. This vision involves creating a system where large brands can seamlessly run campaigns across various retail networks, driving efficiency and effectiveness.

Building a Resilient Team
Avery understands that a company is only as strong as its team. Kevel’s culture of trust and autonomy has been instrumental in attracting and retaining top talent. “We’ve built a team that thrives on responsibility and innovation,” Avery says. This environment allows Kevel to push the boundaries of what’s possible in retail media.

The company also places a strong emphasis on work-life balance. Avery leads by example, demonstrating that it’s possible to be both successful and present for family. “I leave at 3:30 PM to pick up my kids from the bus stop and work a couple of hours in the evening. It’s about getting the job done, not micromanaging when people work,” he explains.

Looking Ahead: The Future of Kevel
As Kevel continues to grow, Avery is focused on maintaining the company’s innovative edge. The partnership with the IAB to develop open RTB standards is just one example of Kevel’s forward-thinking approach. Avery sees a future where retail media is fully integrated into the programmatic ecosystem, creating new opportunities for brands and retailers alike.

Avery’s ultimate goal is to empower retailers to avoid the pitfalls that many publishers fell into in traditional ad tech. “Retail media has the opportunity to keep power at the retailer level,” he says. It’s about creating a sustainable, profitable ecosystem where retailers don’t just survive—they thrive.

The Personal Journey of James Avery
James Avery’s journey from coding his first website in high school to leading a company that’s shaping the future of retail media is a testament to the power of vision, resilience, and relentless innovation. “I started the company in high school, building a website for my dad’s company. It was six pages of HTML—no CSS back then, just table layouts and images,” Avery reminisces.

This early experience sparked Avery’s passion for technology and entrepreneurship. Despite working in various “normal jobs” after high school, Avery always knew he wanted to start his own company. “I loved the idea of starting my own thing and using what I know to make something of it,” he says.

Avery attributes much of his success to the support of his wife. “She’s always been super supportive of what I’m doing and pushing me to do more than I thought I could,” he says. This support has been crucial, especially during the early days of Kevel when financial risk was a significant concern.

A Legacy of Innovation and Empowerment
As Kevel continues to expand, Avery remains focused on the company’s mission to innovate and empower retailers. “Our goal is to change the industry so we don’t repeat the mistakes of traditional ad tech. We want to keep power at the retailer level,” he asserts.

From the early days of hand-coding websites to leading a company that’s revolutionizing retail media, James Avery’s journey is a testament to the power of innovation and determination. Kevel is not just another company; it’s a flagship navigating the vast, often tumultuous seas of ad tech, charting a course that others will undoubtedly follow.

In a world where staying still is not an option, Avery’s vision and leadership ensure that Kevel will continue to ride the waves of innovation, transforming challenges into opportunities and setting new standards in retail media.

Ad Agency Liability and the FTC

Richard B. Newman

2024-06-06

Advertising agencies are potentially liable to the Federal Trade Commission for deceptive acts or practices, along with their clients.

The FTC will consider numerous factors, including, but not limited to, the extent to which the agency participated in the unlawful conduct, the degree of control the client exercised over the agency and responsibility for advertising content.

Generally, the greater the degree of agency participation in the acts or practices subject to FTC scrutiny, the higher the standard of care.

It is the agency’s burden to establish that it did not possess actual knowledge or constructive knowledge (could not have known) of the deceptive acts or practices with which it was involved, including express and implied ad representations.

Is “Acting Under the Direction of the Advertiser” a Viable Defense?

Ad agencies under regulatory scrutiny often attempt to advance defenses such as “acting under the direction of the advertiser client” and “the advertiser maintained had ultimate responsibility to approve content.” However, agencies that engage in or assist with unfair or deceptive conduct in violation of the FTC Act or state UDAP statutes may find that FTC attorneys may not give much weight to such arguments when they look the other way.

The FTC Expects Agencies to Reasonably Inquiry of its Clientele

For example, a 2018 settlement involved the FTC and the State of Maine, and a radio and TV ad agency. According to the complaint, the agency created and disseminated deceptive radio ads for weight loss products marketed by its client.

As alleged, the ad agency disregarded the need for adequate claim substantiation, developed and circulated bogus testimonials, concealed the true nature of promotional content, and created misleading telemarketing scripts.

Notably, the terms of the settlement include prohibitions upon ads disseminated by the agency on its own behalf, and promotional materials created for and disseminated on behalf of its advertising clientele.

How Can Advertising Agencies Limit Liability Exposure?

Advertising agencies (and other third-parties) that are interested in minimizing potential liability exposure should consult with a seasoned FTC defense lawyer in order to develop and maintain documentation establishing that there has been a reasonable inquiry into the lawfulness of marketing content, and that no actual or constructive knowledge exist of deceptive conduct.

If approached deliberately and properly, the foregoing can potentially reduce regulatory scrutiny significantly and provide a strong defense argument in the event of an investigation into or enforcement action against the agency or a third-party.

Takeaway: The Federal Trade Commission and state attorneys general consistently attempt to expand various third-party liability theories, including substantial assistance and vicarious liability. Advertising agencies, performance marketers and lead generators are expected by the FTC and state attorneys general to conduct reasonable due diligence and implement written policies outlining such activities. An attorney general defense lawyer can provide further information on the types of information often requested in CID’s and subpoenas directed to third-party intermediaries (e.g., affiliate networks, lead aggregators and ad agencies), such as requests for information pertaining to monitoring practices and written policies. Mere verbal policies may not get an agency very far when attempting to mitigate potential liability exposure in the event that something goes wrong.

Richard B. Newman is an ecommerce lawyer at Hinch Newman LLP.

Informational purposes only. Not legal advice. May be considered attorney advertising.Top of Form

Bottom of Form

Third Party FTC Liability for Participating in Deceptive Advertising Practices

Richard B. Newman

2024-06-05

The FTC has initiated a number of investigations and enforcement actions in recent years holding companies responsible for consumer injury caused by others or in which they directly participated in the misconduct.

For example, when one company assists, facilitates and/or actively participates in deceptive acts or practices while knowing (or should have known) of its wrongfulness, that company (and those that direct and control such conduct) can be liable for participating with other companies in misconduct.

Recently, the FTC has initiated enforcement actions against companies that finance purchases of fraudulent products by consumers, provide fulfillment services in connection with deceptively sold products, process payments for fraudulent merchants, conduct fundraising for sham charities, provide VoIP services to scam robocallers, create deceptive campaigns for advertisers, operate advertising platforms on which deceptive claims are made, purchase leads that were generated through deception or other law violations, profit from sales by distributors who make misleading earnings or product claims, and sell fake debts to debt collectors.

There is nothing new about the concept of hold those liable that actively participate in illegal conduct, with actual or constructive knowledge of its wrongfulness.

FTC investigation attorneys use a variety of legal theories to impose liability on companies where their customers, vendors, or business partners were also engaged in misconduct.

For example, holding a principal liable for deceptive conduct by its agent, means and instrumentalities, unfair conduct, liability under the Telemarketing Sales Rule, assisting and facilitating and substantial assistance.

An experienced FTC lawyer, can assist marketers with the design and implementation of vetting and monitoring of vendors, customers and business partners, including establishment of contractual requirements and service level standards for compliance and performance, ongoing monitoring and auditing to determine compliance, and requiring business partners to push down these requirements to contractors.

When looking for good candidates for enforcement where multiple players are involved, the FTC considers the entire ecosystem supporting or enabling the misconduct as the agency consider the following factors:

Is going after only some of the responsible parties sufficient for enforcement?
Are market or other private incentives sufficient to induce the desired behavior amongst all participants?
Do the companies in question have the ability to withhold needed support from wrongdoers?
To what extent did the companies in question injure consumers or profit from their involvement?
Would the benefits of monitoring exceed the costs?
Is the potentially liable vendor, customer, or business partner working with defendants or respondents in other cases brought by the FTC or other law enforcement agencies?

Ad agencies, performance marketers and lead generators are all expected by the FTC and state attorneys general to conduct reasonable due diligence and implement written policies outlining such activities. Consider that CID’s and subpoenas directed to third-party intermediaries (e.g., affiliate networks, lead aggregators and ad agencies) often contain requests for information pertaining to monitoring practices and written policies. Those that want to mitigate potential liability exposure and increase the number of mitigating factors in the event that something goes wrong should design and implement vetting and advertising compliance protocols that result in a proud presentation of responsive monitoring-related documentation, rather than having to try to convince a regulatory that verbal policies exist.

Takeaway: The Federal Trade Commission and state attorney general continue to expand the third-party liability theories that they seek to utilize in order to protect consumers from unlawful advertising practices, including substantial assistance and vicarious liability. As a general rule, it is safe to assume that all third-parties in the stream of commerce are susceptible to regulatory scrutiny, from ad agencies and affiliate networks, to payment processors and online merchants. The implementation of advertising compliance and third-party monitoring protocols are a critical part of any preventative plan.

Richard B. Newman is a digital marketing practices attorney at Hinch Newman LLP. Follow FTC defense lawyer on X.

Informational purposes only. Not legal advice. May be considered attorney advertising.

Confessions of a Digital Maverick: Dominick Miserandino Unplugged

Pesach Lattin

2024-06-04

Dominick Miserandino, a name synonymous with digital strategy, is the guy you want on your side when navigating the ever-shifting sands of the internet. Since the 90s, he’s been a digital cowboy, riding the waves from dial-up days to the high-speed, AI-driven world we live in now. Pesach Lattin got him to spill the beans on how he’s managed to stay relevant without losing his mind—or his audience.

Right out of the gate, Pesach’s playful interrogation hits a high note. Was Dominick born with a silver mouse in his hand, or did he grind his way from 56k to fiber? Dominick laughs, recounting his climb. “I started from the bottom,” he says. “In ’94, I was biking to campus to get online. Couldn’t do it from home.” Those early experiences, mingling with the founders of 2600 Hackers Magazine, set the stage for a career built on understanding what works and making smart, data-driven decisions.

But every silver lining has a cloud. Dominick’s had his fair share of “oh crap” moments. “More than a few times, I had to figure things out on the fly. That’s when you call in the experts,” he admits. This humble approach, seeking wisdom from industry friends over long coffee sessions or intense phone calls, is his secret to staying on top. Learning through conversation, he insists, is invaluable.

When it comes to content, Dominick’s seen it all. Picture this: the dot-com boom was raging like a keg party at a frat house, and Dominick was the guy with the playlist that kept everyone dancing. Running The Celebrity Cafe, he wasn’t just another webmaster; he was the digital equivalent of a gossip columnist mixed with a tech guru. Celebrities, scandals, and sensational stories—Dominick knew exactly how to package it to make people click and crave more. Back then, the internet was a wild frontier, and he was its charismatic sheriff, keeping the audience entertained and engaged with every post.

Fast forward to the buttoned-up world of B2B content at RetailWire, and you’d think it’s a completely different beast. But here’s where Dominick pulls the ultimate switcheroo: it’s the same game with a new name. “Content is king,” he declares, but with a twist—keeping it human is the crown jewel. He’s not just slinging buzzwords and jargon; he’s tapping into the core of what moves people, whether they’re buying a new gadget or reading about the latest retail trends. It’s all about understanding the audience’s heartbeats, the rhythm that makes them tick, click, and come back for more.

Dominick’s approach is like a master chef’s secret recipe. He blends the flashy appeal of a celebrity interview with the substantial meat of a B2B white paper, creating a feast for the mind and soul. Whether he’s orchestrating a flash sale that triggers a shopping frenzy or crafting an insightful article that makes industry execs nod in agreement, it’s always about human interest. “Human interest never changes, even if the tech does,” he says, like a digital sage. The platforms may evolve, the tools may get fancier, but at the heart of it all, it’s the stories that resonate with people’s lives that truly matter. Dominick has this uncanny ability to see through the noise, to find that nugget of human truth that makes content not just seen, but felt.

Navigating the analytics maze is another beast entirely. Metrics can often feel like a treasure map with a broken compass. Dominick’s North Star is a blend of gut instinct and hard data. “Data can tell any story you want,” he warns. But he digs deeper, always questioning, always verifying. It’s this balance that helps him sift through the noise to find genuine insights.

Speaking of noise, the digital landscape is notorious for its fads and trends, like a high school cafeteria where one day everyone’s obsessed with pogs, and the next, it’s all about fidget spinners. Dominick Miserandino, however, is the cool kid who never loses his edge. His strategy for keeping his content and approach fresh is the equivalent of staying fashion-forward without succumbing to the ridiculous trends that fade faster than you can say “Beanie Babies.” For Dominick, it’s all about constant adaptation. He’s not afraid to pivot, to evolve with the times, but he never loses sight of the essence of great content—connecting with people on a human level.

Dominick often invokes the wisdom of his great-grandfather, a sailor who braved the fiercest storms without flinching. “It’s the same with digital content,” he explains. Just as his great-grandfather navigated treacherous seas, Dominick navigates the ever-changing digital waves with a steady hand. The tools and platforms might change—one minute it’s MySpace, the next it’s TikTok—but the core remains the same: understanding what resonates with people. Dominick knows that at the heart of every viral hit, every compelling piece of content, there’s a universal truth or emotion that strikes a chord with the audience.

This sailor’s mindset allows Dominick to ride out the fads and trends without getting swept away. It’s about staying true to the fundamentals while being flexible enough to adapt to new environments. Imagine a jazz musician who knows all the classic standards but can improvise with the best of them. Dominick’s content strategy is like that—rooted in timeless principles of storytelling and human connection, but always ready to riff on the latest digital innovations. He keeps his finger on the pulse of what’s current without losing sight of what’s timeless. This balance of consistency and innovation is what keeps his content fresh, engaging, and ahead of the curve.

Looking to the future, Dominick’s take on AI is both pragmatic and visionary, like a seasoned captain who’s navigated enough storms to know when to batten down the hatches and when to let the sails catch the wind. “We’re in the middle of it, just like the late 90s internet boom,” he muses. This isn’t just another tech trend; it’s a seismic shift akin to the dot-com era’s wild frontier days. Back then, the internet was this magical, uncharted territory. Today, AI is the new uncharted territory, and Dominick sees it as a powerful force that’s still unfolding, transforming everything from how we order dinner to how we consume content.

Take mobile apps, for instance. Remember when ordering food meant calling the restaurant and hoping they got your order right? Now, AI-driven apps can predict what you want to eat based on your previous orders, your mood, even the weather. It’s not just convenience; it’s almost creepy in its precision. Dominick points out that AI is now creating videos, crafting content, and even making decisions that used to require a human touch. It’s as if we’ve handed the reins over to a digital oracle that knows us better than we know ourselves. This, he suggests, is just the beginning. We’re still in the storm, and where it will take us is both thrilling and a bit unnerving.

The endgame of this AI revolution? Increased personalization to the point of eeriness, where ads seem to read your mind. Dominick envisions a future where your devices know you so well that they anticipate your needs before you even realize you have them. It’s like living in a sci-fi movie where your fridge suggests recipes based on what’s inside, your phone recommends books based on your reading habits, and your TV queues up shows you’re guaranteed to love. This hyper-personalization, while incredibly efficient, raises questions about privacy and autonomy. But Dominick’s not one to shy away from these challenges. Instead, he sees them as the next wave to ride, navigating the fine line between convenience and intrusion with the same savvy that’s kept him at the forefront of digital innovation for decades.

Dominick’s philosophy on building teams is refreshingly down-to-earth. He values a “B” over an “A” any day, encouraging creativity and learning from mistakes. “You don’t get passion by stifling it,” he asserts. This approach has cultivated strong, innovative teams that aren’t afraid to take risks.

Burnout in the digital space is a real concern, and Dominick’s method to keep his team motivated revolves around understanding and balance. “Know your team well,” he advises. Keeping an eye on the volatility of the digital landscape helps him navigate it without losing his crew to exhaustion.

Reflecting on his own journey, Dominick sees each 404 error not as a failure but as a learning opportunity. Whether it’s shutting down The Celebrity Cafe or dealing with business conflicts, he’s always looking for the lesson. “Most of the time, the 404s are about people, not tech,” he says, emphasizing the human element in all his endeavors.

As the conversation winds down, Dominick shares his vision for the future of retail media—personalization taken to new heights. “We’re moving from noise to targeted freaky noise,” he predicts, where the data-driven insights make ads almost unnervingly relevant. It’s a world where your shopping habits are as well-known to your devices as they are to your local store.

Through all this, Dominick remains grounded. He loves hiking, playing music, and cherishes deep conversations over coffee rather than superficial chats over drinks. His advice to his younger self is simple: “Don’t worry. Everything will work out.”

This blend of pragmatism, humility, and relentless curiosity is what keeps Dominick Miserandino at the forefront of the digital media game. Whether he’s decoding analytics, crafting engaging content, or steering his team through the choppy waters of ad tech, one thing is clear: Dominick knows how to keep riding the wave without wiping out.

What Exactly is ID Spoofing?

Pesach Lattin

2024-06-03

Welcome to the latest installment of “Ad Tech’s Dirty Laundry,” where we expose the industry’s unsavory secrets like they’re yesterday’s gym socks. Today, we’re diving into the seedy underbelly of programmatic advertising with a tale juicier than a prime-time scandal: Colossus SSP and their alleged ID spoofing shenanigans.

The Lowdown: What’s ID Spoofing, Anyway?

For those not fluent in ad tech jargon, ID spoofing is like slipping a fake ID to get into the VIP section of a nightclub, but way geekier and with more zeros involved. Essentially, it’s the practice of swapping the user ID tied to an ad impression to make it look more appealing to advertisers. This lets the sell-side platform (SSP) jack up the CPM (cost per mille, or thousand impressions), lining their pockets while advertisers pay top dollar for fool’s gold.

In the world of digital advertising, your user ID is the golden ticket. It tells advertisers who you are, what you like, and what you might buy after watching that “10 Products That Will Blow Your Mind” video on YouTube. Spoofing these IDs is like selling a Louis Vuitton knockoff at the price of the real deal. And Colossus SSP, it seems, has been playing a slick game of bait-and-switch with these IDs.

The Accusation: Adalytics Drops the Bomb

Adalytics, our modern-day Woodward and Bernstein, blew the whistle on Colossus SSP with a bombshell report accusing them of ID spoofing. According to Adalytics, Colossus was caught red-handed engaging in practices like cookie stuffing and ID mis-matching. To translate: they were essentially putting lipstick on a pig and selling it as Miss Universe. Or that’s the claim.

ID spoofing primarily thrives in a third-party cookie-friendly environment, like the Chrome browser. It involves swapping out the user ID targeted by the demand-side platform (DSP) with another ID that’s either more valuable or has more enticing data for advertisers. The most brazen form of this practice involves fabricating a user ID out of thin air. But it can also mean finding another user ID associated with a different device the user owns or even someone else in the user’s household. Creepy? Absolutely. Illegal? Well, that’s where things get murky.

The Gray Area: Fraud or Just Good Business?

Here’s the kicker: while ID spoofing isn’t explicitly listed in the Media Rating Council’s (MRC) definition of Invalid Traffic Detection, it’s considered fraudulent if the SSP knowingly sends a bid request with a bogus user ID. Yet, opinions differ. Some argue it falls into a gray area, especially when the IDs come from other devices within the same household. It’s like the Wild West out there, and the sheriffs are still figuring out the rules.

No one can agree on who should play watchdog. Should it be the verification firms? The DSPs? Maybe we need a dedicated “ID Spoofing Police” with badges and everything. Until then, it’s a free-for-all.

The Cookie Sync Circus

To understand the mechanics, let’s talk about cookie syncing. This process ensures that the buyer (DSP) knows the value of the user they’re bidding on. It’s like a secret handshake between SSPs and DSPs, allowing them to recognize and sync user IDs. But this dance is rife with opportunities for missteps, leading to mismatches and, you guessed it, spoofing.

BidSwitch, the middleman in this ecosystem, syncs cookies between SSPs and DSPs. But it’s a convoluted process. Imagine trying to sync up dance moves with 20 different partners, each on their own schedule. It’s a recipe for chaos and, apparently, a fertile ground for Colossus’s alleged antics.

The Data Dilemma: Colossus in the Spotlight

Adalytics caught Colossus with their hand in the cookie jar, so to speak. In two separate instances, they found that the user IDs in the bid requests didn’t match the ones in the user’s browser. But before the digital pitchforks came out, Colossus was unceremoniously shut down by The Trade Desk and BidSwitch, leaving us with more questions than answers.

Augustine Fou, a renowned ad fraud researcher, suggests that cookie mismatches alone don’t prove fraud. According to Fou, mismatches are as common in ad tech as bad dates on Tinder. They happen due to the inherent imperfections of cookie syncing. So, should we give Colossus a break? Maybe. But the fact remains that they got caught with discrepancies that others didn’t.

The End of Third-Party Cookies: A Silver Lining?

The end of third-party cookies, slated for 2024, might put an end to this ID spoofing circus. But don’t pop the champagne just yet. The ad tech industry is like a hydra: cut off one shady practice, and two more grow in its place. Who knows what new shenanigans will emerge in a cookieless world?

Wrapping Up: The Takeaway

So, what’s the moral of this story? In the cutthroat world of ad tech, where billions are at stake, the lines between innovation and fraud can get pretty blurry. Colossus SSP might be the latest villain, but they’re certainly not the only player bending the rules. As the industry evolves, so too will the tactics of those looking to game the system. Stay tuned, keep your cookies in check, and remember: in ad tech, nothing is ever as it seems.

Taking Out the Trash: How Innovators Are Detoxing Adtech

Pesach Lattin

2024-05-31

Welcome to the wild world of adtech, where the middlemen – those those highway robbers, money-grubbing gatekeepers, and digital parasite – have reigned supreme for years.

They’ve siphoned ad revenue from publishers and lined their own pockets with grand promises of digital marketing miracles. What did they actually deliver?

Bot-driven ad impressions, rock-bottom CPM prices thanks to bot farms, and a tidal wave of fraudulent clicks. Advertisers threw billions into this black hole, while real human engagement became an afterthought.

Publishers, lured by dreams of new revenue streams, woke up to a nightmare of declining revenues and shrinking margins. Real content producers couldn’t compete with fake publishers who had zero content costs and an endless supply of phony visitors. The middlemen? They thrived, laughing all the way to the bank.

It’s partially why publishing has died a slow, painful death. As CPMs dwindled, real advertising and sponsorships for content were replaced by tech nonsense that offers no Return on Ad Spend (ROAS). Instead of supporting quality journalism and content creation, the industry flooded the market with cheap, bot-driven impressions that did nothing for genuine engagement. This race to the bottom devalued real estate that was once considered prime, leaving publishers scraping the bottom of the barrel just to stay afloat.

The tech-fueled obsession with vanity metrics and clickbait led to a landscape where actual value became secondary to inflated numbers and deceptive practices. Publishers, once the proud bearers of substantive content, found themselves overshadowed by algorithmically generated fluff designed to game the system. It’s a classic case of quantity over quality, where the real losers are both the consumers, who crave genuine content, and the advertisers, who are left with meaningless metrics and no real connection to their audience.

But let’s not kid ourselves: the more vague these adtech wizards are about their “magic,” the more they’re full of it. And don’t get me started on anti-adblock tech. Either you pay to get whitelisted, nag your visitors (which works about as well as a screen door on a submarine), or find another way to monetize. Oh, and by the way, adblock detection and measurement? It’s free and open-source.

This brings to mind an old Latin saying from Emperor Vespasian: “Money does not stink.” Vespasian famously taxed public toilet urine sales, and when his son Titus complained, he held up a gold coin asking if it smelled bad. Titus said no, and Vespasian replied, “Yet, it comes from urine.” Ad impressions, high-quality or not, are money – no matter how much they stink.

Adtech hasn’t exactly been the industry’s knight in shining armor. Instead, it’s been more like the used car salesman of the digital world, making a lot of money while leaving a trail of confused and frustrated consumers in its wake. The whole ecosystem became a convoluted mess, decipherable only by investment bankers armed with buzzwords and jargon. For a while, it seemed like the only ones winning were the middlemen, collecting tolls and rent while everyone else struggled to keep up with the ever-changing landscape of digital advertising.

But guess what? The tide is finally turning. Some adtech companies are waking up from their digital delusions and realizing that an open web where anything goes just isn’t sustainable. The days of dumping ads willy-nilly and praying for clicks are numbered. It’s like they’ve collectively found religion and are now repenting for their sins. These companies know that if they want to stick around, they need to stop being the snake oil salesmen of the internet and start delivering actual value. The shift towards more ethical, transparent, and effective advertising practices is finally gaining steam, and let me tell you, it’s about time.

This new wave of adtech innovators isn’t just paying lip service to change; they’re rolling up their sleeves and getting dirty with real solutions to clean up the industry’s mess. These aren’t the same old promises wrapped in shiny new packaging. We’re talking about integrating AI to boost ad relevance and efficiency, cutting out the spam, and focusing on quality over quantity. They’re adopting privacy-centric technologies that respect user data instead of treating it like a free-for-all buffet. These trailblazers are setting new standards that could actually stick, proving you can make money without resorting to the same old dirty tricks or alienating your audience.

Take a look at some of these forward-thinking companies. They’re not just sprinkling fairy dust on old problems; they’re tackling them head-on. By leveraging AI, they can serve ads that people might actually want to see – imagine that! Real-time optimization ensures ads are relevant and engaging, not just annoying interruptions. Plus, with the phasing out of third-party cookies, they’re embracing privacy-friendly solutions that don’t make users feel like they’re being stalked by an overzealous salesperson. These companies are proving that respecting user privacy can go hand-in-hand with effective advertising.

And let’s talk about sustainability – yes, even in adtech. These companies are cutting down on digital pollution by reducing ad fraud and waste. They’re implementing strategies that not only enhance the bottom line but also lessen the environmental impact. It’s like adtech is finally growing up, realizing that it can’t just be about quick bucks and shady practices. They’re proving that there’s a way to do this right, and it might just save the industry from the brink of self-destruction. So, while it might have taken a while, the industry’s pivot towards integrity and efficiency is a welcome change, and here’s hoping it sticks.

Shahar Sorek at Overwolf is one such pioneer, embedding ads into user-generated content (UGC) within the gaming world. Overwolf’s platform lets gamers create and monetize mods and in-game enhancements through strategic ad placements. Unlike traditional ads that disrupt gameplay, Overwolf’s overlays pop up during non-intrusive moments, keeping the gaming experience smooth. This innovation has drawn significant ad dollars while keeping user engagement high. It’s a lesson in how adtech can actually enhance rather than disrupt user experiences.

Clive Sirkin at ScreenDragon is tackling the marketing and agency world’s red tape with a no-code work automation platform. ScreenDragon’s customizable solutions slash inefficiencies, boosting productivity and job satisfaction. From managing the International Olympic Committee’s rights system to streamlining workflows for a major pharma company, ScreenDragon proves its worth in large-scale operations. Sirkin’s ability to maintain ScreenDragon’s core values and culture amidst rapid growth shows that a personal touch can go a long way in this digital age.

Zack Rosenberg at Qortex is playing 4D chess with AI to place highly relevant ads within video content. Cortex’s tech analyzes video context using audio, transcripts, OCR, computer vision, and sentiment analysis to dodge mismatched placements. This holistic approach ensures ads are relevant and non-disruptive, keeping viewers engaged. Rosenberg’s leadership, marked by strategic growth and a passionate team, exemplifies how adtech can smartly leverage AI without losing its human touch.

Jason Fairchild at tvScientific is democratizing TV advertising, turning it into a marketplace-driven medium. His goal is to make TV ads accessible and measurable for all businesses, ensuring every ad dollar is justified by measurable returns. By introducing deterministic measurement techniques, tvScientific bridges the gap between ad exposure and business outcomes, empowering smaller advertisers to compete with larger brands. Fairchild’s open marketplace approach, free from the walled gardens of platforms like Google and Facebook, ensures a dynamic and fair advertising space for all players.

Gary Mittman at KERV Interactive is turning TV watching into an interactive shopping spree. By leveraging AI to identify and monetize key moments in video content, KERV Interactive enhances consumer engagement and democratizes advertising for small brands. Mittman’s approach provides measurable, performance-driven metrics, ensuring ads are engaging and relevant. This strategic shift in ad presentation and measurement revolutionizes the industry, offering precise insights into consumer behavior and ROI.

Marc Guldimann at Adelaide Metrics is shaking up the industry with attention units (AU) – a precise measure of media quality. Unlike traditional metrics, AU fosters trust between buyers and sellers, driving more efficient and effective advertising. Partnerships with entities like the New York Times highlight AU’s potential, enabling publishers to market high-quality inventory effectively. By integrating AU into programmatic bidding decisions, Guldimann enhances media buying efficiency, ensuring every impression maximizes its potential impact.

Fred Godfrey at Origin is redefining CTV advertising with creative strategies that integrate ads seamlessly into content. Origin’s Slingshot product transforms ad breaks into engaging experiences, making ads feel like part of the show. Fred’s focus on agility and authenticity ensures campaigns resonate without being invasive. By avoiding over-targeting and focusing on creative, contextually relevant ads, Origin maintains audience respect and combats ad fraud through direct content provider partnerships. Their interactive advertising approach, using tools like QR codes, represents the future of ad tech.

Drew Stein at Audigent is pioneering ad tech by emphasizing curation over traditional data management. Curation integrates data through the supply path, offering a dynamic, privacy-safe approach. This method enables real-time data enrichment and optimization, enhancing ad campaign efficacy. Stein’s journey from finance to ad tech has driven Audigent’s innovative approach, focusing on measurable performance and value. Embracing curation has positioned Audigent at the forefront of the industry, building an interconnected ecosystem where success is shared across partners.

These companies might not be the lone wolves of adtech, but together, they’re shaping a tech landscape that doesn’t make you want to pull your hair out. Sure, some of them will merge, and others will get snapped up faster than a hot startup in Silicon Valley, but they’re all part of this much-needed wake-up call. It’s like the industry’s collective alarm clock finally went off, and everyone’s groggily realizing that the old ways of doing things just won’t cut it anymore. We’re on the brink of an adtech renaissance where the focus is shifting from quantity to quality, and that’s a game-changer.

Soon, advertisers won’t be wasting their breath asking about inventory or platforms. Instead, they’ll be grilling the data nerds on how the media is bought, how it’s targeted, and most importantly, whether it actually delivers results. No more smoke and mirrors, no more hiding behind jargon. The future of adtech is all about transparency and effectiveness, and it’s about damn time. This is the era where every ad dollar will need to show its worth, and every campaign will be scrutinized for real impact. The future is here, and it’s demanding a better, smarter, and more honest approach to advertising. Finally, an adtech landscape we can actually get behind.

Marketing Minus the BS: Joe Zappa’s Straight Shooter Tips

Pesach Lattin

2024-05-30

Ladies and gents, gather around and let me introduce you to the enigma that is Joe Zappa, the Adtech Marketing Whisperer. Now, before you roll your eyes and mutter, “Oh great, another so-called expert,” let me clarify something: Joe isn’t one of the bullshitters.

He’s not the tech guru who can recite every line of code, but he’s the genius who knows how to get adtech marketed.

And let’s be honest, in this industry, that’s worth its weight in gold.

Joe Zappa once laid it out plain and simple: “An adtech website should do three things: clarify what you do and for whom, energize customers and stakeholders, and differentiate you from competitors.” Simple, right? Well, not for most of the brainiacs running adtech companies. They either babble about their grand vision or bog you down with the nitty-gritty of their product. Joe’s magic lies in capturing both.

In modern adtech marketing, it’s about building an audience through personalities. Trust me, nobody gives a rat’s tuchus about your company account. They want to connect with individuals. And by individuals, I mean someone with skin in the game – a co-founder or executive who isn’t afraid to put their face out there.

So, you’re wondering, “When is the right time for an adtech startup to bring on marketing support?” Joe’s answer is as straightforward as it gets: around the $1M revenue or Series A mark. This isn’t the time to hope some marketing agency will pluck customers out of thin air for your unproven startup. Nope, founders need to hit the pavement, work their network, and validate the idea. Once there’s some cash flow and you know who your customers are, then you can bring in the marketing cavalry.

Joe’s also got some solid advice on what adtech customers actually care about. Spoiler alert: it’s not the tiny details of your product. The vast majority of customers don’t know or care about the differences between your product and your competitors. What they do care about is your market perception, inertia and existing relationships, and the people or service behind the product.

Adtech companies are often founded by engineers who pour their hearts into perfecting their products. Admirable, but here’s the kicker: if customers don’t know about these differences, it’s like shouting into the void. Winning in adtech isn’t just about having a superior product. It’s about winning the perception and relationship games. Marketing is the discipline that crafts your perception and builds relationships at scale. If you’re not telling your story, guess what? Your competitors are.

Now, let’s talk about hiring. You need someone who understands adtech. Period. This isn’t the time to get a junior marketing manager and hope they grow into the role. You need a strategic operator or an agency that knows the adtech landscape like the back of their hand. Expect to invest, because good marketing isn’t cheap. But if done right, it’s the difference between obscurity and being the talk of the industry.

Marketing in adtech isn’t about simple dashboards and instant gratification. It’s about reputation and relationships. If your marketing strategy can’t get you media coverage, growing social audiences, or leads saying, “I’ve been seeing you everywhere,” then it’s time to rethink it. Avoid the rookie mistake of expecting miracles from a junior hire or hoping for instant results like direct-response marketing. Adtech marketing is a long game, and Joe Zappa’s playbook is one worth following.

So, next time you’re knee-deep in adtech jargon and can’t see the forest for the trees, remember Joe Zappa’s mantra: clarity, energy, and differentiation.

And maybe, just maybe, you’ll crack the code to adtech marketing success. Right Joe?

Jeff Green’s Identity Crisis: The Trade Desk Becomes an Ad Network

Pesach Lattin

2024-05-29

Hold onto your coffee, The Trade Desk just threw us a curveball by pivoting to become an advertising network. You heard right. The beloved DSP, which marketers used for buying digital ads, is now diving into the world of ad networks.

Imagine your favorite bakery suddenly selling car parts—it’s that kind of switch.

Ad execs are spitting out their stinky feet kombucha. The Trade Desk published a list of the 100 most premium publishers across the open internet. We’re talking TV, web, and audio publishers globally, all rolled into one shiny report on the rise of the “premium internet.” CEO Jeff Green dropped this during the company’s earnings call, and boy, did it cause a stir.

Green has drawn a proverbial line in the sand. On one side, the “open web”—a wild west of poorly targeted ads, fraud, and “malvertising.” On the other, the “premium internet,” a utopia of high-quality ad inventory, first-party data, and user consent. This isn’t just a rebranding exercise; it’s a full-on identity crisis.

Publishers are losing their collective minds. They see the writing on the wall: Green’s “premium internet” sounds a lot like “we’re about to yank our ad dollars from anyone who doesn’t get with the program.” The panic isn’t misplaced. The Trade Desk has been pushing something called authenticated reach. To navigate the treacherous waters of a cookie-less world, they need email addresses—lots of them. These emails are the foundation of UID 2.0, a third-party ID that lets The Trade Desk do its thing.

Here’s the rub: many publishers can barely scrape together enough emails to fill a contact form, let alone power a massive ad ecosystem. Even those who can are wary of UID 2.0. Sharing hashed email addresses with The Trade Desk means potentially giving up control over their data. For many, that’s a bridge too far.

Publishers confide that The Trade Desk really wanted them to onboard UID 2.0, but they didn’t want to strengthen The Trade Desk’s business at the expense of their own. Can you blame them? Handing over control of your precious data to a third party is like giving your house keys to a stranger because they promised to water your plants. Sure, it might be fine, but there’s always a chance they’ll throw a rave and trash the place.

For The Trade Desk, “premium” is code for “integrated with UID 2.0.” Publishers are paranoid that TTD will start strong-arming the industry into adopting UID 2.0 and their single sign-on tool, OpenPass. Why? Because TTD gets way better data when their code is embedded on publisher pages. They can see ad placements, user details, and other juicy tidbits that otherwise wouldn’t make it to a DSP.

Publishers question why they should give ad tech vendors like The Trade Desk their data so they can make a markup from it. It’s extremely arrogant from the ad tech side. And let’s not forget the cherry on top. The list of “premium” publishers includes illustrious names like Newsweek and IBTimes, known for past ad scams. It’s like inviting a fox to guard the henhouse.

Adding to the confusion, The Trade Desk’s premium list includes mega streaming companies like Hulu and Disney+. However, savvy advertisers are scratching their heads, wondering why they’d buy through The Trade Desk when they can secure better Return on Ad Spend (ROAS) by purchasing directly from these platforms. Going direct means bypassing the middleman, ensuring more control, better data, and typically, more effective ad placements. This leaves many questioning the actual value The Trade Desk brings to the table in this new ad network guise.

When The Trade Desk was helping everyone buy across the open web, optimizing thousands of sites, it made sense. But now, with a target list of 100 publishers, it’s clear that advertisers would be better off buying directly. Or, if they’re smart, creating their own network of sites to purchase from. This move seems to undermine the very essence of what made The Trade Desk valuable in the first place.

The Trade Desk is clearly trying to position itself as a curation spot, but the problem is that there are already many excellent curation companies with data that works everywhere. In this setup, The Trade Desk is merely a broker, while the curation companies are the real stars. Any of these companies could break off, merge with another ad network, and create something superior. They’re not dependent on The Trade Desk, making its new role seem redundant and less impactful in the grand scheme of ad tech.

What does this boil down to? The Trade Desk, once a shining beacon of DSP innovation, is now just another ad network. Cue the nostalgia for the Rightmedia networks of the 2000s. It’s like we’ve gone full circle, only this time, it’s wrapped in a shiny new package and stamped with the “premium” label. Because, apparently, that’s what progress looks like in ad tech.

The Bullshit AdTech Guru: How to Spot a Fake Expert in a Sea of Snake Oil Salesmen

Pesach Lattin

2024-05-29

Adtech is a confusing maze, and let’s not kid ourselves—it’s a veritable circus out there. Even the so-called top experts often seem like they’re just throwing jargon at the wall to see what sticks.

Take the Colossus Mess, for instance: a prime example of industry veterans floundering like fish out of water. They claim to have all the answers, but really, they’re just adding to the noise.

Enter the self-proclaimed adtech gurus, those walking, talking embodiments of the Dunning-Kruger effect, strutting around like peacocks in a pigeon coop. You’ve seen them on LinkedIn, Twitter, and every platform where their soapbox fits. They preach their gospel of nonsense with the fervor of a televangelist, ready to save your marketing soul. These characters, barely old enough to grow a proper mustache or so ancient they’re still talking about “cell phones” and “the world wide web,” claim to have the “top 10 tips for better copywriting,” the “ultimate workflow hacks,” and a “foolproof” way to beat creative block. Spoiler alert: it’s all shtuyot.

Their profiles read like a parody of success. “Adtech guru. Innovator. Thought leader.”

Really?

More like self-appointed czar of jargon and king of buzzwords.

They recycle the same tired advice, wrapped in shiny new packaging, hoping you won’t notice it’s the same old snake oil.

Their so-called wisdom is nothing more than a mishmash of pseudo-intellectual babble and generic tips you could find in a ten-second Google search.

It’s the digital equivalent of selling ice to Eskimos—completely unnecessary and utterly laughable.

And let’s not forget the cherry on top: their unsolicited advice on everything under the sun. Need help with your ad placement strategy? They’ve got a hack for that. Struggling with your creative process? Don’t worry, their “foolproof” method will solve all your problems—if you can decode their cryptic language, that is.

It’s all a grand performance, designed to dazzle and confuse.

The reality is, these so-called experts are as useful as a chocolate teapot. If their advice were any good, they’d be busy running successful campaigns instead of hawking their questionable expertise on social media.

Nathan J. Robinson nailed it in Current Affairs, calling this the “Age of The Bullshitter.” He lumped together Donald Trump, Elon Musk, and Sam Bankman-Fried as prime examples. The tech world is fertile ground for these characters, and adtech is no exception.

Case in point: there’s this guy with less than two years in the industry who decides to launch a podcast, boldly claiming to be the “ultimate adtech expert.”

His resume? A glaringly empty page, save for the words “Professional bullshitter.” It’s the kind of audacity that makes you both laugh and cringe at the same time. Here’s someone who’s barely had time to learn the difference between CPC and CPM, yet he’s out here doling out advice like he’s the second coming of David Ogilvy. It’s laughable, but unfortunately, this type of hubris is frustratingly common in today’s adtech landscape.

This phenomenon is emblematic of a broader trend: the rapid rise of the instant expert. These self-proclaimed gurus have a knack for showing up in your feed with flashy graphics, motivational quotes, and dubious “pro tips” that promise to revolutionize your marketing strategy. They speak with unwarranted confidence, throwing around buzzwords like “synergy” and “paradigm shift” as if they’re playing a game of corporate bingo. The worst part? Their following is often substantial, filled with folks who are desperate for guidance and end up swallowing this nonsense hook, line, and sinker. It’s a sad commentary on the state of our industry when these charlatans can gain such traction, perpetuating myths and misinformation that do more harm than good.

These self-anointed experts have never met a buzzword they didn’t like. They’re the folks who will tell you that your unconventional, but wildly successful, strategies are all wrong. They preach conformity while your quirky methods outperform the market. Best practices, they say. Bullshit, I say. The term “best practices” has become a lazy shortcut for people who lack the creativity to find real solutions. It’s the safety blanket of the mediocre.

The real experts? They make the complex understandable. Bullshitters thrive on confusion and big words. If you’re left scratching your head after listening to one of these clowns, you’re likely dealing with a certified Grade-A bullshitter. They love to obfuscate and dazzle with their pseudo-intellectual babble, hoping you won’t notice the lack of substance behind their claims.

Spend any time on social media, and you’ll see these charlatans in full swing. They’re everywhere, like a bad rash—dishing out advice on everything from ad placement to copywriting, even though their own campaigns are nothing to write home about. They craft viral posts filled with grandiose claims and generic advice, the kind you could find in a ten-second Google search. Their strategies are so shallow, you wonder if they’ve ever actually managed a successful campaign themselves. Yet, they continue to peddle their nonsense, hoping to attract followers like moths to a flame. They’re the modern-day snake oil salesmen, peddling their wares to anyone gullible enough to listen.

These self-proclaimed gurus often pay a hefty price for their dubious fame. Many of them shell out $5,000 for the honor of bullshitting on platforms like Forbes, buying their way into credibility. It’s a clever scheme: pay-to-play articles that give them a veneer of legitimacy. With a glossy feature on a reputable site, they can market themselves as thought leaders, when in reality, they’re nothing more than clever marketers of their own personas. Their followers, unaware of the pay-to-play game, lap it up, thinking they’re getting insights from the cream of the crop. It’s the ultimate con—a veneer of respectability masking a core of pure hokum.

Their advice, recycled and repackaged, is as stale as last week’s bread. They spout off on ad placement strategies, creative processes, and marketing hacks, but it’s all surface-level fluff. They thrive on jargon and buzzwords, creating an illusion of expertise that’s as thin as tissue paper. These gurus are the embodiment of the phrase “fake it till you make it.” They’ve mastered the art of self-promotion, but scratch beneath the surface, and there’s nothing of substance. Their true talent lies not in their understanding of adtech, but in their ability to spin tales that sound just plausible enough to hook the unwary. It’s a sad commentary on the state of our industry when these charlatans can gain such traction, perpetuating myths and misinformation that do more harm than good.

Real experts, on the other hand, are rare gems. They’ve been in the trenches, made mistakes, and learned from them. They know that no theory works all the time and are willing to discuss the limitations of their advice. They don’t shy away from admitting their failures because they understand that true wisdom comes from experience. They simplify complexity, making it accessible to the rest of us mere mortals.

If you want to spot these real deal experts, ask them to back up their claims. Don’t let them get away with vague references to “studies” or “leading theories.” Challenge them. Real experts welcome tough questions because they have the answers. They don’t just spout off what sounds good—they can walk the walk.

And here’s a pro tip: beware of anyone who never admits they’re wrong. If someone claims to have all the answers and has never failed, they’re either lying or they’ve never taken a risk in their life. Failure is a natural part of the learning process. If they can’t talk about their mistakes, they’re projecting a fantasy, not reality.

In this grand circus of adtech, 2024 marks a fascinating chapter. With the rise of AI tools like ChatGPT, the bullshit factory has found its perfect accomplice. Now, even machines can generate persuasive nonsense with alarming efficiency. The line between human and machine-generated bullshit is becoming increasingly blurred, making it even harder to sift through the muck.

So, the next time you encounter an adtech “guru” spouting off on social media, remember: the real experts are the ones who simplify, acknowledge their limits, and have the scars to prove their wisdom. Everyone else? Pure, unadulterated bullshit.

The real adtech experts? Look no further than Ari Paparo, who, while admittedly annoying as hell, actually knows his stuff. He’s the kind of guy who can break down complex adtech concepts without resorting to the typical buzzword bingo. He’s a genuine expert with a track record to prove it, even if his delivery can sometimes make you want to pull your hair out. Contrast that with the insightful conversations you’ll find over at Digiday, where seasoned professionals talk to reporters instead of fake experts preaching to other fake experts. Digiday’s approach is a breath of fresh air, offering real insights from people who’ve been in the trenches, not just the latest self-appointed gurus looking for their 15 minutes of LinkedIn fame.

And of course, my podcast, where we ask the complex questions, find what is really going on, and don’t hesitate to call out bullshit.

Oh, Look! Another Day, Another Scandal with Colossus: Direct Digital Holdings Under Fire

Pesach Lattin

2024-05-24

Alright, folks, grab your popcorn because we’ve got ourselves another juicy corporate drama. Yesterday, a shareholder class action suit was filed against Direct Digital Holdings aka Colossus SSP’s proud parent company for some good old-fashioned federal securities law violations. Allegations are flying about “false and misleading statements” and material omissions concerning the company’s readiness for third-party cookie deprecation and its impact on their financial health.

Ad Age recently spilled the beans, revealing that The Trade Desk discovered an ID mismatch problem over a year ago. This wasn’t just a minor hiccup; it was significant enough that The Trade Desk decided to block Colossus from trading on its platform unless clients specifically opted in. Imagine the fallout from such a move: a major player in the ad tech space effectively putting Colossus in the penalty box. The implications for Direct Digital Holdings were immediate and severe, disrupting their operations and casting a long shadow over their financial health.

Yet, despite this, as I noted yesterday, some folks are defending Colossus.

But the drama doesn’t end there. Google, another titan in the digital advertising world, also temporarily banned Colossus from its trading platforms. The reasons were eerily similar—issues related to ID mismatches and potentially misleading practices.

Google, known for its stringent standards and massive influence, pulling the plug on Colossus must have sent shockwaves through Direct Digital Holdings.

The temporary ban, though eventually lifted, would have undoubtedly shaken investor confidence and disrupted revenue streams, contributing to the financial strain.

These actions by The Trade Desk and Google paint a much clearer picture of why Direct Digital Holdings faced such significant financial pressure in Q4 2023. It wasn’t just about transitioning to a cookie-less future; it was about the immediate and tangible impacts of losing trust and access within the industry.

When two of the biggest players in the market essentially blacklist your subsidiary, it’s not just a bump in the road—it’s a full-blown crisis. This context makes the company’s earlier explanations seem like a smokescreen, diverting attention from the real issues at hand.

So, while Direct Digital Holdings tried to spin a tale of proactive adaptation to industry changes, the reality was far grimmer. The loss of trading privileges with major partners like The Trade Desk and Google likely had a direct impact on their bottom line. These events make a far more plausible explanation for their Q4 financial woes than the narrative they attempted to sell.

As the lawsuit unfolds, these revelations could be pivotal, highlighting the discrepancies between the company’s public statements and the behind-the-scenes turmoil that truly drove their stock price down.

What the Heck is Federating a Site?

Pesach Lattin

2024-05-24

Alright, gather ‘round, because we’re about to unravel the enigma that is the fediverse. Picture this: According to my friends at Digiday, the Verge and 404 Media are diving into the fediverse to take control of their referral traffic and juice up their onsite engagement. They’re cooking up new features that let them blast their posts across federated platforms like Threads, Mastodon, and Bluesky, all at once. Replies on those platforms? They magically become comments on their sites. It’s like social media sorcery.

Fediverse 101: The Quick and Dirty Version

The fediverse. Sounds like a rejected superhero team, right? It’s actually an interconnected social platform ecosystem powered by a protocol called ActivityPub. Imagine if X, TikTok, Snapchat, Instagram, and Facebook all decided to stop being stingy and share their toys. You post something on one, and all your followers on the others see it too. And if you decide to break up with one platform, you can take all your content, followers, and data with you like a boss.

So What’s the Big Deal?

Here’s the scoop. Social platforms are about as stable as a reality TV star’s marriage. Remember the chaos when Elon took over Twitter? It turned into a Frankenstein’s monster of a platform—part bank, part cable network, all confusing. Creators who spent years building their followings are finding out just how fragile their digital empires are. Algorithms change, company priorities shift, and suddenly, you’re either selling your soul in the TikTok Shop or buried under a mountain of irrelevant content. The fediverse offers a way out of this mess.

Brand-Building in the Fediverse: The Wild Frontier

Why should marketers care about this digital revolution? Because the fediverse is where you can learn the ropes without having to fork over cash for ads—yet. It’s a chance to get ahead of the curve and understand what resonates with audiences before the big players muscle in.

Winning brands are the ones that keep up with the latest trends and actually listen to what people want. The fediverse is buzzing with folks who are tired of the old social media BS and looking for something real. If you can tap into that and show you’re in tune with their needs, you’re golden. It’s about creating an experience that feels genuine and aligns with what your audience is craving.

What’s the Future Look Like?

The fediverse isn’t just a flash in the pan. With Instagram’s new app Threads adopting this standard, we’re seeing a shift towards interconnectedness. Users will be able to engage across different apps, breaking down the silos that have kept social media so fragmented. Sure, the big dogs like Instagram, Twitter, and YouTube aren’t playing ball yet, but Meta’s move might just push others to follow suit.

For marketers, this means an unprecedented opportunity to continue conversations and build relationships across platforms. It’s about delivering the right message at the right time, no matter where your audience is hanging out. And while the fediverse might feel a bit “techy” and open-source right now, it’s growing. The network of connected apps is expanding, making it easier to communicate and reach audiences everywhere.

So, keep your eyes peeled and your strategies nimble. The fediverse is coming, and it’s bringing a whole new way to engage, connect, and build your brand. Dive in now, before you’re playing catch-up later.

The Ad Tech Drama: Colossus, Adalytics, and Augustine Fou

Pesach Lattin

2024-05-23

If you haven’t heard the buzz about Colossus and Adalytics, you’ve likely been hiding under a rock—or perhaps just been too busy doom-scrolling to notice. This soap opera of the ad tech world, where accusations fly, reputations are at stake, and Augustine Fou just dropped a plot twist that would make any telenovela proud, is worth diving into.

Meet Colossus, the enigmatic SSP that seems to have materialized out of thin air. Honestly, I had no idea they were even on the map. Yet here they are, a bona fide player in the ad tech game, focusing on multicultural audiences. Colossus, nestled under the umbrella of Direct Digital Holdings, has been making quite a splash. Trading under the ticker $DRCT, Direct Digital Holdings scooped up Colossus in a strategic move to strengthen their portfolio. And wow, has it paid off—revenue from their SSP has shot up to $112 million with an impressive 13.5% take rate.

Enter Adalytics, the self-proclaimed watchdog of programmatic advertising, whose latest report reads like an indictment. Adalytics claims that Colossus is guilty of nefarious deeds—namely, sending mismatched user IDs to The Trade Desk (TTD), suggesting a fraudulent scheme.

The gist? When Colossus sends data to BidSwitch for auction, the IDs get scrambled, and TTD ends up serving ads to the wrong users. Sounds shady, right? But wait, the plot thickens.

Augustine Fou, the ad tech world’s resident contrarian, swoops in with a hot take that flips the script. According to Fou, this isn’t fraud; it’s just how the tech works. Colossus sends an ID to BidSwitch, which matches it to a TTD ID from its own database, and voilà—the ad gets served. The mismatched IDs that Adalytics flagged are, according to Fou, a normal part of the ad-serving process. He argues that neither Colossus nor BidSwitch can read TTD’s cookies because they’re domain-specific. Fou’s take? Adalytics has it all wrong.

In a drama fit for the small screen, Fou’s defense raises more questions than it answers. How can Adalytics claim fraud when Fou insists it’s just tech behaving as it should? The crux of the issue seems to be cookie synchronization and deletion—mundane terms that suddenly feel laden with intrigue. When cookies get deleted, new IDs are set, and the old ones stick around until everyone catches up. It’s a chaotic dance, but not necessarily a fraudulent one.

This showdown between Adalytics and Colossus has dragged in the big guns, with industry insiders like Ari Paparo weighing in. Paparo, the ad tech world’s lovable salesman extraordinaire, doesn’t buy Fou’s explanation. He points out that these mismatches seem unique to Colossus. If it’s just cookie deletion, why isn’t it happening across the board? Shouldn’t other SSPs be experiencing the same issues if this were a standard industry hiccup? The specificity of the problem with Colossus raises red flags and fuels suspicions that there might be more to this than meets the eye.

But let’s not forget, while Paparo is a fantastic guy with a knack for selling ice to an Eskimo, he’s not exactly the Sherlock Holmes of ad tech intricacies. He’s a bit like me, albeit a bit smarter: he knows the stuff, has worked in the industry, but he doesn’t have a degree in this stuff. His insights, though valuable, come from a business perspective rather than a technical one — and frankly, as I mentioned, I am a bit in the same boat, having to ask folks what they know, and trust their expertise. This doesn’t really matter though: His skepticism, however, resonates with many in the ad tech community who are already wary of potential shenanigans in an industry rife with trust issues. The mere fact that Colossus seems to be the only SSP (in his opinion) with these mismatches has the community buzzing like a beehive.

Then there is Dr. Fou, (yeah, he is a Doctor in Adtech…) a guy who knows his way around data like nobody’s business, argues that these mismatches are seen with other SSPs too and that the cookie deletion problem isn’t the crux of the issue here. According to him, the discrepancies Adalytics flagged are just normal variations within the ad tech ecosystem, not evidence of foul play. He asserts that Colossus, like any other SSP, is just navigating the complexities of digital advertising, where perfect data synchronization is more myth than reality.

Fou’s defense is simple: the tech is doing exactly what it’s supposed to, even if it looks like a mess on the outside. His explanations suggest that what Adalytics identified as fraud could simply be the ad tech industry’s quirky operational habits. Unlike Paparo, Fou’s arguments are grounded in a deep technical understanding and extensive experience in the field. When Fou dismisses the Adalytics report as a misunderstanding of how the technology is supposed to work, it’s hard not to take him seriously. He’s not just another talking head; he’s a veteran who has been in the trenches and knows the landscape intimately.

Despite Fou’s assurances, the debate rages on, and the industry remains divided. Paparo’s skepticism reflects a broader unease within the ad tech community, highlighting a persistent distrust in the ecosystem’s integrity. If Fou is right, then Adalytics might be crying wolf over a non-issue, perhaps driven by ulterior motives or a fundamental misunderstanding of how the technology works. But if Paparo’s doubts hold water, then Colossus might indeed be engaging in questionable practices. This high-stakes drama continues to unfold, leaving everyone in the ad tech world glued to their seats, eagerly awaiting the next twist in the tale.

So, where does this leave us? Trusting Adalytics to be the knight in shining armor may have been premature. The founder, Krzysztof Franaszek, a computational biology researcher turned ad tech watchdog, built a reputation on uncovering industry dirt. But in this case, his blockbuster report might be more fiction than fact. Unlike seasoned veterans like Augustine Fou, who has deep roots and extensive experience in the ad tech world, Franaszek is a relative newcomer, and his sudden rise to prominence feels a bit too convenient.

The real kicker? Adalytics isn’t just a research company. It’s a one-man show, with Franaszek dropping out of his PhD program to dive into the ad tech abyss. His reports, while headline-grabbing, drive new business to his analytics solution, raising questions about his motives. Is this latest exposé a genuine call-out or a savvy business move? Franaszek, who seemingly appeared out of nowhere, has no substantial background in the ad tech industry. His expertise lies more in the realm of data science and computational biology, not the intricate and often murky waters of digital advertising. We made some assumptions that since he is smart, he is smart about this– and that isn’t necessarily the case always.

Contrast this with Augustine Fou, whose name is synonymous with ad tech scrutiny and fraud detection. Fou’s experience spans decades, and his deep understanding of the industry’s inner workings lends credence to his statements. When Fou dismisses the Adalytics report as a misunderstanding of how the technology is supposed to work, it’s hard not to take him seriously. He told me point blank that the report is just wrong. In the past he’s told me that their reports are accurate, so this isn’t a hard-on for Adalytics. He’s not just another talking head; he’s someone who has been in the trenches and knows the landscape intimately.

Franaszek’s lack of industry experience is a glaring issue. While he may be adept at parsing data and identifying anomalies, understanding the context and operational norms of ad tech is a different ballgame. His findings might be technically accurate but misinterpreted due to a lack of practical experience. This raises the possibility that his sensational reports are not so much revelations of fraud but misunderstandings or misrepresentations of standard industry practices. It’s a critical distinction that could mean the difference between a genuine scandal and a manufactured controversy.

In the end, the Colossus-Adalytics saga leaves us with more questions than answers. Is Colossus a misunderstood giant or a master of deceit? Is Adalytics a beacon of truth or just another player in the game, looking to make a name (and a fortune) for itself? And will Augustine Fou’s contrarian take stand the test of time? Franaszek’s meteoric rise and the subsequent fallout from his reports suggest that in the world of ad tech, not everything is as it seems. Stay tuned, because this ad tech soap opera is far from over.

Selling Adtech in 2024: Shiv Gupta’s Guide to Winning Friends and Influencing Algorithms

Pesach Lattin

2024-05-22

Selling adtech in 2024? Strap in, because this isn’t your grandpa’s sales playbook. Gavin Dunaway, the marketing maestro at The Media Trust, scribbled down some golden nuggets during Shiv Gupta’s speech at Programmatic I/O, and we’re here to dish it all out. Shiv Gupta at U of Digital isn’t just about the ABCs—Always Be Closing.

Nope, we’re diving deeper, getting cheekier, and spilling the secrets with a hefty dose of truth. Ready to peddle your adtech wares in the digital Wild West? Buckle up, buttercup, here’s the real dirt.

Spin a Damn Good Yarn

Forget the snooze-fest PowerPoint. Your pitch should be a rollercoaster ride with all the thrills—heroes (your stellar solution), villains (the client’s gnarly problems), and a grand finale where you ride off into the sunset with a signed contract. If your story doesn’t have them on the edge of their seats, you’re doing it wrong. Think less “corporate snoozefest,” more “binge-worthy Netflix drama.”

Imagine this: Instead of droning on with bullet points that put everyone to sleep, you’re weaving a tale so compelling they can’t look away. Your solution is the knight in shining armor, the protagonist that swoops in to save the day. The client’s problems? They’re the fire-breathing dragons wreaking havoc on the kingdom. And your grand solution? It’s the epic showdown where you slay the dragon, save the kingdom, and win the client’s undying loyalty.

Paint vivid pictures with your words. Make your prospect the star of the show, the one who bravely faces down their challenges with your product by their side. Every pitch should have a plot twist that keeps them hooked and a satisfying resolution that leaves them cheering for more. By the end of your tale, they should be practically begging to sign on the dotted line just to see how the story ends.

Think of it this way: if your pitch was a TV show, would they binge it all night or switch to something more interesting after five minutes? Your goal is to make them forget about their emails and deadlines because they’re so engrossed in your narrative. Channel your inner Spielberg and turn your pitch into the next blockbuster hit.

So ditch the pie charts and monotone presentations. Instead, craft a story that’s as dynamic and exciting as the solution you’re offering. Keep them on the edge of their seats, eager for the next chapter, and you’ll not only capture their attention—you’ll capture their business.

Teach, Don’t Preach

Channel your inner Mr. Miyagi. Drop those knowledge bombs that have them nodding along like they’re part of an insider club. Make them feel smarter just for having talked to you. When they walk away thinking, “Damn, I learned something today,” you’ve won half the battle.

Picture this: you’re not just a salesperson, you’re a sensei. Your goal is to enlighten your prospects with wisdom so profound, they’ll feel like they’ve just unlocked the secrets of the universe. But here’s the kicker—do it without making them feel like clueless newbies.

Think of every interaction as a mini-masterclass. Share insights that are so sharp they could cut glass. Drop industry trends, highlight hidden pitfalls, and reveal those golden nuggets of info that only a true expert would know. When they’re furiously jotting down notes or nodding so hard they risk whiplash, you know you’re hitting the mark.

Make them feel like they’re part of an elite group with insider access. You’re not just giving a pitch; you’re imparting wisdom. They should walk away from the conversation with their minds buzzing, thinking, “Wow, that was worth my time.” Your knowledge should be so potent that it’s like a light bulb turning on in their heads, illuminating areas they didn’t even know needed illumination.

But here’s the trick—be subtle about it. No one likes a know-it-all. Weave your insights into the conversation naturally. Let them discover the value you’re providing without feeling like they’re being lectured. You want them to feel empowered, not belittled.

Remember, you’re not just selling a product; you’re selling a partnership built on expertise and trust. When they realize they’ve learned something valuable just from talking to you, they’re more likely to see your product as an extension of that value. And that, my friend, is how you win them over.

So, channel your inner Miyagi. Be the guru they didn’t know they needed. Make them feel like they’ve just had an enlightening conversation with the Yoda of adtech. Because when they walk away smarter, they’re already halfway to signing that contract.

Know When to Say “Nah, I’m Good”

Here’s a shocker: walking away can be a power move. But keep the drama for your mama. No threats, no ultimatums—just a cool, collected “this might not be the right fit” can make them want you more than a cat chasing a laser pointer.

Imagine this: you’re in the middle of a pitch, and things aren’t clicking. Instead of sweating bullets and bending over backward to make the sale, you calmly drop a “maybe this isn’t the right fit.” Watch their eyes widen. Suddenly, you’re the one playing hard to get, and nothing is more tantalizing.

Walking away with grace shows confidence. It says you’re not desperate, that your solution is so good, it doesn’t need to be forced. It flips the script. Now they’re the ones wondering if they’re missing out on something great. It’s the art of playing it cool, like James Dean with a marketing degree.

This move gives you negotiating power. It creates space for them to rethink and often, they’ll come back more interested than ever. It’s like reverse psychology for the corporate world. You’re showing them that you have other prospects, other opportunities, and you’re not just another salesperson groveling for a deal.

In essence, it’s a strategic retreat. By being willing to walk away, you’re positioning yourself as a player with options, someone who’s in demand. And trust me, everyone wants to be on the winning team. So, next time things aren’t aligning, remember: a smooth “this might not be the right fit” can turn the tables in your favor faster than you can say “laser pointer.”

Ditch the Smugness

Nobody likes a know-it-all. Instead of lording your expertise over them, show some empathy. Understand their pain points, commiserate a little, then slide in with how you can make it all better. Be the person who actually gives a damn, not the one who’s just there to close a deal.

Here’s the thing: everyone’s got problems. Your job isn’t to show off how much you know or how amazing your solution is. It’s to genuinely connect with your prospects and make them feel heard. Start by listening—really listening. What keeps them up at night? What hurdles are they facing that make them want to pull their hair out?

Once you’ve got the scoop, don’t just jump straight into “here’s why we’re awesome.” Take a moment to commiserate. “Yeah, I totally get how frustrating that can be.” Show them you’re on their side, not just another salesperson trying to hit a quota.

Then, and only then, do you bring out the big guns. Slide into how your solution can ease their woes. Frame it as a partnership: “Here’s how we can tackle this together.” Make it clear that you’re not just selling a product—you’re offering a lifeline.

Being empathetic means being human. Drop the slick, robotic sales pitch and have a real conversation. Laugh a little, share a story, and show some vulnerability. When you’re genuine, it builds trust. And trust is the currency of sales.

Think of it this way: you’re not just there to close a deal; you’re there to build a relationship. Long-term success in adtech (or any tech, really) comes from being the person who cares enough to understand and solve real problems, not just the person who can regurgitate specs and stats.

So ditch the smugness. Be the empathetic expert who listens first and advises second. Because in the end, people want to do business with someone who cares about their success, not just their wallet. And that’s how you turn prospects into partners and deals into lasting relationships.

1...8910...1,257 Page 9 of 1,257

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

Pesach Lattin - 2025-01-15 0

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

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

Pesach Lattin - 2025-01-07 0

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

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

Richard B. Newman - 2025-01-07 0

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

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

Richard B. Newman - 2025-01-07 0

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

The Good, the Bad, and the SPO-ly

Pesach Lattin - 2025-01-07 0

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

UrbanObserver

ADOTAT

Why Streaming Ads Make Me Want to Smash My TV

Kevel’s Chief Alchemist: James Avery Turns Retail Media into Gold

Ad Agency Liability and the FTC

Third Party FTC Liability for Participating in Deceptive Advertising Practices

Confessions of a Digital Maverick: Dominick Miserandino Unplugged

What Exactly is ID Spoofing?

The Lowdown: What’s ID Spoofing, Anyway?

The Accusation: Adalytics Drops the Bomb

The Gray Area: Fraud or Just Good Business?

The Cookie Sync Circus

The Data Dilemma: Colossus in the Spotlight

The End of Third-Party Cookies: A Silver Lining?

Wrapping Up: The Takeaway

Taking Out the Trash: How Innovators Are Detoxing Adtech

Marketing Minus the BS: Joe Zappa’s Straight Shooter Tips

Jeff Green’s Identity Crisis: The Trade Desk Becomes an Ad Network

The Bullshit AdTech Guru: How to Spot a Fake Expert in a Sea of Snake Oil Salesmen

Oh, Look! Another Day, Another Scandal with Colossus: Direct Digital Holdings Under Fire

What the Heck is Federating a Site?

Fediverse 101: The Quick and Dirty Version

So What’s the Big Deal?

Brand-Building in the Fediverse: The Wild Frontier

What’s the Future Look Like?

The Ad Tech Drama: Colossus, Adalytics, and Augustine Fou

Selling Adtech in 2024: Shiv Gupta’s Guide to Winning Friends and Influencing Algorithms

Spin a Damn Good Yarn

Teach, Don’t Preach

Know When to Say “Nah, I’m Good”

Ditch the Smugness

Other Great Reads

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

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

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

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

The Good, the Bad, and the SPO-ly

Must Read

About Us

Follow Us