Why should political buyers warm up to CTV this season? Magnite's Head of Political Demand Erik Brydges spoke to AdExchanger about how political buyers are effectively using programmatic and ACR data.

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Google 🍪 announcement + Oracle 💰 settlement signal a shift to Consumer-centric advertising.The recent #adtech developments at #Google and #Oracle may seem disconnected at first, but they signify a significant shift towards consumer-centric advertising. Alongside Apple, these tech giants are embracing privacy concerns and strategically repositioning themselves by prioritizing consumers. This move aims to reduce risks and drive growth by empowering consumers, advocates, and next-gen companies to innovate new approaches in place of legacy adtech. The ripple effect is evident, with companies like Amazon and Meta expected to follow suit to mitigate the legal and financial risks highlighted in the coverage of Oracle's recent settlement.I transitioned from retail and ecommerce to adtech two decades ago with a vision to revolutionize advertising by attacking the inefficiencies of offline methods adopted in the digital realm. Seemed like an easy fix but it turned out to be a long slog. I also saw the inherent risk from cookies that hold adtech together to this day. Now it seems the consumer is finally getting a seat at the advertising table, and they don't like cookies or spam.For advertising and publishing businesses, the time is ripe to pivot towards alternative strategies in alignment with this evolving landscape. Seeking expert guidance to navigate these transformations could be the key to staying ahead in this dynamic environment. DM me for a chat or simply to chew the fat :)Google announcement - https://lnkd.in/gu9a-wbaOracle coverage- https://lnkd.in/gA9H-FeyMy take from 2013 - https://lnkd.in/gB8QCjF

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Sign up now for our webinar on June 5th on the exciting developments in leveraging first party data using LiveRamp to achieve stronger ROI.

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"The real power of #AI isn’t replacing humans—it’s supercharging humans," says Merkle’s Global President Pete Stein. Read how this emerging tech is providing businesses with better insights and #CX in Forbes: https://bit.ly/3ORBxvE

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The recently released IAB Digital Out of Home (DOOH) & In-Store Retail Media Playbook offers an in-depth look at how brands and retailers are collaborating to deliver an omnichannel consumer experience and implement closed-loop measurement. See the playbook to learn about: - Merchandising and In-Store Shopper Marketing - Consumer-Centric Strategies in Retail Media Advanced Measurement and Optimization - In-Store Venues and Zones Download the playbook now: https://bit.ly/3yZDH7O

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A smart move by Colgate-Palmolive. It's not that people don't want to share any of their data - they want a fair exchange of value in return (and they want to be the ones to make the decision, not the other way around).“We’re not collecting data just to have it. It’s important that there’s a reason behind everything we collect – a value proposition.”#FirstPartyData #DigitalMarketing

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Relevant non-endemic ads perfectly compliments retail media. Learn 4 ways to unlock the benefits of non-endemic advertising with Rokt. Well said, Jason Sigalos!

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Frederick Stanichev, LiveRamp’s VP of Sales at LiveInsights, reveals how LiveRamp is making data collaboration simpler and more effective for commerce media. Watch the interview to learn how you can elevate your commerce media efforts!

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Digital shelf insights + smart media execution = efficient spending and better results.Profitero's Andrew Pearl breaks down this formula for success, and more, in this #RetailMediaThursdays episode: https://okt.to/0PbW7D

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This is a great read! Check out this report from Mars United Commerce that evaluates the benefits of multi-touch attribution vs. marketing mix modeling in understanding the impact of your connected commerce strategy: https://lnkd.in/gZq6fKdg

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New Breaking Through the Mayhem podcast episode alert! 🚨 I had the pleasure of joining Adam Katz, CEO of Sightly, for an engaging discussion on empowering the future of AdTech. We dove into topics like minimizing bias in AI, the importance of data quality, and career growth in our industry.We discussed the importance of fostering a culture of mentorship and providing opportunities for growth, especially for both those just starting out in the industry and seasoned leaders. I emphasized the need for companies to find eager people with grit and a can-do attitude, and to encourage collaboration across teams.Shoutout to Walt Cheruk for pushing me to learn ad ops hands-on early in my career at Carat, and to Jeffrey Bustos for some friendly competition in growing our LinkedIn networks! 😄At the IAB, I'm proud of the work we've done, like our guide on minimizing bias in AI for marketing. I mentioned how the IAB has stepped up our game in recent years, offering events and programs that tackle the most pressing issues our members face. We're committed to helping them navigate the ever-changing digital landscape through thought-provoking content and actionable insights.Additionally, I touched on the importance of networking and collaboration. By bringing together diverse perspectives from across the industry, we can foster meaningful relationships, share knowledge, and drive innovation.👉 Check out the full episode to hear more on nurturing talent, balancing efficiency and quality, and my motto "Find a need, fill a need." Let's empower the next generation of AdTech leaders together!https://lnkd.in/ecRxQF6c#AdTech #Careers #Leadership #IAB #BreakingThroughTheMayhem

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Really good read for younger salespeople & sales managers or really anybody looking to build a career in adtech, martech and/or digital advertising. Noting specifically Paul Bell's “5 Things You Need To Create A Highly Successful Career In The Marketing and Advertising Industries?” #Sales #ProgrammaticMedia #Adtech #LetsGo

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Looking for data-driven insights on the risks of cutting advertising? This article by Megan Poinski and contributor Matt Voda delivers exactly that—with compelling research and a real customer story to back it up.Reducing advertising spend is a short-term fix with long-term repercussions. For B2B SaaS companies, consistent brand presence is crucial. Pulling back now could mean playing catch-up later, at a higher cost. The research in this piece underscores why staying the course is essential to long-term growth.Read the full article here: https://lnkd.in/gDV727m3#B2BMarketing #SaaS #BrandStrategy"

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At #ShoptalkFall, dentsu and Merkle's Holden Bale will unveil exclusive data and insights on the future of retail and “unified commerce,” including growth forecasts and consumer shopping behavior. Check out the full agenda here: https://bit.ly/4eT813C

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As of last week, Oracle has officially shut down its adtech operations, including well-known platforms like MOAT, Grapeshot, and BlueKai. Having utilized these robust tools in the past, it’s particularly striking to witness such pivotal services come to an end. This closure follows a drastic reduction in their advertising revenue, plummeting from $2 billion in 2022 to just $300 million in 2024.The end of Oracle’s adtech services is not only about adapting to user consent issues but also mirrors broader market shifts towards centralized data management and increasing privacy regulations like GDPR. These factors are prompting a departure from traditional reliance on third-party cookies and fragmented data practices.As the industry adapts, opportunities emerge for entities that offer integrated data solutions and prioritize user privacy. I am particularly keen to see how the businesses of Grapeshot and MOAT rebound, as the demand for contextual advertising and precise measurement continues to grow, promising a bright future in these areas.#AdTech #OracleAdvertising #DigitalMarketing #ContextualAdvertising #DataPrivacy #MarTech #Advertising #MarketingCheck out MarTech's article on this.

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Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gBPjigx6

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First-Party leads ensure brand integrity and data privacy. Learn more in this insightful Whitepaper..

Digital video ad spend is becoming more performance-driven, with tangible metrics like sales, store visits, leads and website actions now the most important KPI for determining success with digital video.#mediaplanning #mediabuying

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Amid signal loss and increased privacy regulations, LiveRamp and the Albertsons Media Collective are delving into the possibilities of data collaboration to enhance activation, measurement, and insights across key channels.Read the blog to learn more about our efforts to create a connected ecosystem that enables brands and their collaborators to extract even more valuable insights from their data: https://lnkd.in/dbZaHqPE

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Discover the future of marketing with Snowflake and Merkle at The Vault in the Bellagio. Learn how AI and data innovation are transforming enterprise strategies with Snowflake Cortex AI and the Merkury platform: https://bit.ly/4foBDG6