Explorez tous les épisodes du podcast The Advertising Forum by Marketecture

In Episode 3 of The Great AI Advertising Reset Series, sponsored by DoubleVerify, Luis Di Como, former EVP of Global Media at Unilever, joins Jeremy Bloom and AdTechGod to discuss the growing complexity of digital advertising, the rise of AI agents, and why audiences, authenticity, and attention are becoming the defining pillars of modern marketing. Takeaways AI is shifting from a tool that answers questions to a system that helps shape decisions. Marketers must plan for both human audiences and AI agents. Authenticity is becoming more important as AI-generated content proliferates. Content performs best when paired with the right context. Media quality directly influences business outcomes. Automation is essential for managing marketing complexity at scale. Human judgment remains critical in AI-powered workflows. Trust in AI grows through transparency, standards, and guardrails. Brands need clear risk tolerances when deploying AI systems. Attention that drives measurable business outcomes is the ultimate goal. Chapters00:00 Introduction to The Great AI Advertising Reset Series00:32 Why Digital Advertising Has Become More Complex01:31 The Three A's: Audiences, Authenticity & Attention04:55 How AI Is Reshaping Marketing Organizations07:26 Moving Beyond Basic AI Automation08:55 Why Human Judgment Still Matters09:22 Connecting Media Quality to Business Outcomes11:12 Content Plus Context Equals Better Results11:38 Building Trust in AI Decision Making12:07 The Self-Driving Car Analogy for AI Adoption14:20 Final Thoughts on AI, Trust & Marketing

In Episode 1 of The Great AI Advertising Reset Series, sponsored by DoubleVerify, AdTechGod and Jeremy Bloom sit down with Mark Zagorski, CEO of DoubleVerify, to discuss the future of AI-driven advertising. Mark shares how DoubleVerify's newly launched DV Neura powers trust, transparency, and control across digital media, while helping brands combat AI-generated content, ad fraud, and the growing challenges of an agentic advertising ecosystem. From AI slop to CTV fraud, learn how advertisers can navigate the next era of advertising with greater confidence. Takeaways DV Neura is the AI engine powering DoubleVerify's measurement, optimization, and verification capabilities. AI has been embedded in DoubleVerify's technology for nearly 18 years through machine learning and automation. Agentic advertising is still in its early stages and requires stronger transparency and industry standards. Independent verification will play a critical role in validating AI agents and automated media buying. AI-generated content is rapidly increasing across social and digital platforms. DoubleVerify developed "SlopStopper" to help advertisers avoid low-quality AI-generated content. AI is accelerating ad fraud, particularly within Connected TV environments. DoubleVerify uses AI to detect and combat AI-driven fraud and misinformation. Neura helps advertisers move from insights to action faster. The core benefits of Neura are speed, confidence, and control. Chapters 00:00 Introduction to The Great AI Advertising Reset Series01:15 Why DoubleVerify Built DV Neura02:48 The Future of Agentic Advertising04:22 Building Trust and Transparency in AI Ecosystems04:37 The Growing Threat of AI Slop05:56 Introducing SlopStopper06:27 AI's Role in Rising Ad Fraud07:40 What Makes DV Neura Different08:31 Real-World Results and ROI from Neura09:22 Benefits Marketers Will Feel Immediately10:39 Speed, Confidence, and Control10:59 Final Thoughts and Closing Remarks

Dave Bernath, CEO of WURL, joins Jeremy Bloom and AdTechGod to discuss the evolution of CTV targeting from broad audience and show-level approaches to scene-level contextual targeting. The conversation explores how AI-powered content analysis is improving ad relevance, performance, and viewer engagement while helping advertisers better align with content in real time. Takeaways - Scene-level targeting provides more precision than traditional show-level targeting. - AI enables real-time analysis of content, emotion, and context. - Emotional alignment between ads and content can improve campaign performance. - Contextual targeting drives stronger engagement, recall, and purchase intent. - Brand safety, transparency, and measurement remain critical priorities. - Industry collaboration is needed to scale scene-level targeting across CTV. - CTV continues to offer a premium advertising experience for brands. Chapters 00:00 Introduction to the From Show to Scene Series 00:29 The Early Days of CTV Targeting 01:54 Where Traditional Targeting Fell Short 02:41 Why Show-Level Targeting Hasn't Worked in CTV 04:37 The Shift from Shows to Scenes 05:04 How AI Unlocks Scene-Level Contextual Targeting 06:34 The Signals That Matter Most in Contextual Advertising 08:30 Performance Results from Scene-Level Targeting 09:42 What Still Needs to Happen for Scale 11:28 Why CTV Remains a Premium Advertising Opportunity 12:05 Closing Remarks and Key Takeaways

In Episode 2 of From Show to Scene sponsored by Wurl, Emily Kennedy, EVP and Head of Marketplace at Dentsu, joins Jeremy Bloom and AdTechGod to discuss how contextual targeting is evolving from a planning tool into a true optimization signal. Emily shares how brands can create stronger consumer connections through scene level targeting, why quality signals matter more than signal volume, and how the industry can overcome fragmentation challenges across streaming and video. The conversation also explores measurement, scalability, audience orchestration, and the future of contextual advertising in premium video. Takeaways - Contextual targeting is evolving into a powerful optimization signal - Message relevance drives stronger engagement and performance - Quality signals matter more than signal volume - Scene-level targeting creates more meaningful brand moments - Fragmentation continues to limit innovation and scale - Brands are shifting focus from reach to business outcomes - Strong consumer connections remain the ultimate goal Chapters 00:00 Introduction to From Show to Scene 00:11 Emily Kennedy joins the conversation 00:27 How Dentsu approaches contextual targeting 01:41 Channel, show, and scene level targeting explained 03:05 Measuring contextual performance effectively 04:04 What signals matter most to brands and agencies 05:08 The challenge of fragmentation in streaming 06:35 What contextual targeting can scale today 07:48 Why one to one consumer connections matter 08:02 Helping clients understand advanced targeting 09:05 The future of contextual targeting and measurement 10:38 Closing thoughts and key takeaways

In episode 1 of From Show to Scene, Lauri Baker, Senior Vice President, Head of Partnerships at KERV, explains why audience targeting alone is no longer enough in CTV. She explores the shift from broad audience and genre-based buying toward scene-level, moment-based targeting, where ads align with what is happening on screen in real time. Lauri also breaks down how this approach improves performance by increasing attention, recall, and intent, while addressing challenges like fragmentation, measurement, and scalability. She shares how advancements in video analysis and real-time activation are making moment-based targeting a powerful and viable strategy for modern advertisers. Takeaways • Scene-level targeting outperforms traditional audience targeting by aligning ads with real-time content moments • Matching ad creative to the scene increases attention, recall, and intent • Contextual signals act as a unifying layer across fragmented CTV ecosystems • Standardization and measurement remain key challenges for scaling moment-based buying • Advances in video analysis and real-time activation make scene targeting viable today Chapters 00:00 Introduction to the From Show to Scene series 00:55 Why audience buying is no longer enough 01:27 Where performance gains actually come from 02:00 The shift from broad targeting to moment-based signals 04:10 Why the scene is the new audience 05:18 Tackling fragmentation in CTV 07:15 What is scalable versus still experimental 10:05 Technology enabling scene-level targeting 12:17 What is needed to scale this approach 15:03 Closing thoughts and key takeaways

In this episode of From Screen to Store, sponsored by JamLoop, Tiffany Lee from Fleet Feet breaks down how a national brand scales local impact across 285+ stores while balancing eCommerce and in-store performance. She shares how Fleet Feet leverages Connected TV as an awareness driver, measures real business impact across online and offline channels, and empowers local store owners with efficient, testable media strategies. Takeaways Fleet Feet blends national branding with local ownership to drive community-first retail experiences Awareness remains a major growth opportunity even in markets with physical stores CTV is primarily used as an awareness channel to fuel the top of the funnel Measurement focuses on incrementality, store visits, and site traffic Budget flexibility and transparency are critical when choosing media partners Testing new strategies can unlock more efficient and profitable channels Chapters00:00 Introduction to the episode 00:13 Tiffany Lee joins from Fleet Feet 00:33 What Fleet Feet is and how the business operates nationally and locally 02:05 Challenges of maintaining brand consistency across local markets 03:35 The role of CTV in Fleet Feet’s marketing strategy 05:01 Measuring impact across online and in-store performance 06:32 Choosing the right CTV partner and budget considerations 08:22 Proving ROI and tying awareness to conversions 09:25 Why brands shouldn’t be afraid to test new strategies 10:48 Closing thoughts and sponsor shoutout

In Episode 4 of the From Screen to Store series, sponsored by JamLoop, Jay Blecker, President of Mosquito Squad, shares how franchise operators are leveraging connected TV (CTV) to scale customer acquisition and drive measurable growth. Jay breaks down the evolution from traditional guerrilla marketing to data-driven CTV strategies, revealing how better targeting, attribution, and media control dramatically reduced acquisition costs while doubling leads, even during off-season periods. Takeaways CTV can significantly lower customer acquisition costs when properly optimized Attribution and tracking are essential to proving marketing effectiveness Not all impressions are equal—placement quality matters more than volume Growth comes from a mix of channels, not a single “silver bullet” Franchise businesses benefit from hyper-local targeting and control CTV can drive results even during traditionally slow seasons Chapters 00:01 Introduction to the episode and guest 00:23 Overview of Mosquito Squad’s business model 00:41 Educating customers as a key growth driver 01:27 Why CTV became a strategic channel 01:50 Early marketing challenges and scaling issues 03:00 Importance of attribution and measurement 04:11 Why customer acquisition cost is the key metric 05:10 Subscription model and focus on new customers 06:02 Initial CTV struggles and inefficiencies 06:30 The issue with low-quality ad placements (free TV) 07:00 Optimizing media placement and targeting 07:30 Cutting CAC from $350 to under $200 08:00 Doubling leads during off-season months 08:30 Scaling results and improving efficiency further 09:26 Advice for SMBs and franchise marketers 09:38 Importance of control, targeting, and attribution 11:22 Final thoughts on testing and measurement

In Episode 3 of the From Screen to Store series, sponsored by JamLoop, Alex Back, CEO of Couch, breaks down what actually works today from CTV and video to holistic media strategies. Learn why influencer marketing falls short for high-ticket items and how brands can drive real ROI through smarter attribution, creative testing, and full-funnel presence. Takeaways The furniture industry remains highly traditional due to legacy ownership, operational complexity, and low prioritization of marketing. Influencer marketing is ineffective for high-consideration purchases like furniture, but creators are valuable for content production. A holistic, omnichannel approach is critical for brands to stay visible across TV, social, and search when customers are in-market. Attribution remains a major challenge, especially with TV and CTV, making ROI difficult to measure precisely. Success should be measured through blended signals like traffic, engagement, and overall sales trends, not just direct conversions. CTV works best as an awareness and consideration channel, not a direct-response tool. Creative strategy matters; ads should be memorable, actionable, and include trackable elements like QR codes. The key to modern marketing success is finding the right media mix, not relying on a single channel. Chapters 00:00 Introduction & Guest Overview 00:40 Meet Alex Back (CEO, Couch) 01:18 Why Furniture Marketing Is Stuck in the Past 03:19 What’s Actually Working Today 03:42 Why Influencer Marketing Falls Short 05:00 The Power of Holistic Marketing 06:06 The Attribution Problem in Traditional TV 08:13 How to Measure Marketing Success Today 10:54 The Role of CTV in the Media Mix 11:20 How to Make CTV Work 12:00 Closing Thoughts & Key Lessons

In Episode 2 of the From Screen to Store series, sponsored by JamLoop, Tim Glover (EVP Media, USA Marketing Partners) breaks down transparency, performance, and the shift from linear vs. digital to a unified video strategy. Learn how agencies can connect media spend to store traffic, revenue, and measurable ROI in today’s evolving advertising landscape. Takeaways People, process, and partnerships are the foundation of modern agencies Brands hire people, not agencies Transparency is the most critical factor in partnerships CTV should be viewed as part of a unified video strategy Performance measurement requires both macro and micro views Retail success is driven by store traffic and sales Data sharing unlocks better results Chapters 00:00 Introduction & Guest Overview 00:41 Tim’s Career Journey & Agency Background 02:05 Building an Agency: People, Process, Partnerships 02:26 The Hub-and-Spoke Agency Model 04:25 Building CTV Capabilities: In-House vs. Partners 05:08 What Clients Really Want: Experience & Performance 06:14 Evaluating Partners: Why Transparency Wins 07:10 The Evolution of CTV Expectations 08:07 Rethinking CTV as “Video” 08:58 Connecting CTV to Real-World Outcomes 09:46 Measuring Performance: Macro vs. Micro 10:28 Optimizing Campaigns with Geo Targeting 11:18 Transparency in Practice 12:18 Final Thoughts & Closing

In episode 1 of the From Screen to Store series, sponsored by JamLoop, Leif Welch, Founder and CEO of JamLoop, breaks down how connected TV is evolving from a brand awareness channel into a full-funnel performance driver. He shares how mid-market brands are leading this shift, why outcomes now matter more than impressions, and how advertisers can connect CTV to real business results both online and offline. Takeaways CTV is shifting from impressions to measurable business outcomes Mid-market brands are leading the move toward performance-driven advertising A full-funnel strategy is key to turning awareness into action Transparency and measurement are critical in modern media buying A 70/30 mix of CTV and digital formats drives better results Incrementality helps prove real impact beyond correlation Chapters 00:14 Introduction to the series and Leif Welch from JamLoop 01:04 What JamLoop does and its focus on driving real outcomes 02:04 The importance of transparency in CTV advertising 03:06 Measuring real-world impact of CTV campaigns 05:05 Why outcomes have become the new standard in advertising 06:07 The gap between traditional TV thinking and modern CTV 07:04 Rising costs and challenges in search and social 08:02 Building a full-funnel CTV strategy in practice 10:22 How to define success and measure campaign performance 11:31 Time, scale, and expectations for effective campaigns 12:24 Using incrementality to validate real impact 13:10 The 70/30 framework for full-funnel performance

In this episode of the Advertising Forum’s Open Garden Series, sponsored by AI Digital, Jeremy Bloom, AdTechGod, Tom Burke (AI Digital), and Kevin Zoss (Lazy Boy Agency) break down platform openness, AI-driven workflows, and how agencies can future-proof their marketing stack. They discuss fragmentation in ad tech, the return of agency partnerships, the rise of AI tools in media buying and creative development, and why human taste and strategy remain critical in modern marketing. Takeaways Open equals leverage for agencies. Openness creates more opportunities for brand connections. Fragmentation is reshaping media buying. Being open requires more structure, not less. AI is transforming workflows. Human taste and strategy remain irreplaceable. Future-proofing marketing stacks requires optionality. Chapters 00:00 Introduction to the Open Garden Series 00:40 What “Open” Really Means in Advertising 02:06 The Brand to Human Connection 03:04 Fragmentation and the Evolution of Buying Tools 04:20 Why Openness Requires More Structure 05:27 The Friction in Modern Media Buying 07:38 AI and Intelligence Layers in the Open Ecosystem 09:36 Choosing Neutral and Trusted Partners 11:03 Building an Open but Usable System 12:19 Future Proofing the Marketing Stack 14:10 Final Thoughts on the Open Ecosystem

In this episode of the Advertising Forum Open Garden Series, Tim Ringel, Founder and CEO of Meet The People, shares how openness shapes the way modern agencies scale and collaborate. He explains why breaking down silos between creative, media, and data is critical for performance and client trust. Tim also discusses how agencies balance flexibility with structure, how vendor partnerships should be evaluated, and how open tech stacks and AI tools can unlock better insights and ROI for brands. 

In this episode of the Advertising Forum Open Garden Series, Angel Suarez, Founder and CEO of Pixel & Plume, shares how smaller agencies compete with larger players using flexible tech stacks, strategic partnerships, and AI-driven tools. He also discusses the importance of trust, customization, and prioritizing quality over scale in building strong client relationships.

In this episode of the Open Garden Series, Jeremy Bloom and AdTechGod sit down with Mary Gabrielyan, Chief Strategy Officer at AI Digital, to talk about why embracing openness in advertising is becoming a competitive advantage. From navigating platform fragmentation to staying vendor-neutral, Mary shares how flexibility and expertise help brands drive real business outcomes. Takeaways The ad ecosystem is more fragmented than ever, pushing marketers to think beyond individual platforms Vendor neutrality and flexible budgets help optimize performance across channels Measurement and attribution remain the biggest challenges in open advertising Chapters 00:00 Introduction to the Open Garden Series 00:27 Why AI Digital chose the open garden philosophy 01:17 Fragmentation across the ad ecosystem 02:17 Vendor neutrality and AI-native strategy 02:58 How AI Digital evaluates partners and platforms 04:05 Using flexibility to create client value 05:15 Measurement and attribution challenges 06:12 Negotiation power with vendors 06:39 Turning fragmentation into a strategic portfolio 08:23 How the open garden mindset shapes hiring 10:50 What needs to change for open advertising to work13:08 Closing thoughts and episode wrap-up

In episode 4 of the Brand Trust series sponsored by Mozilla Ads, Jeremy Bloom and AdTechGod sit down with Horizon Media Chief Product and Data Officer Domenic Venuto, who unpacks why trust has become central to modern advertising. He explains how Horizon’s AI native Blu Platform uses first-party data enrichment and transparent LLM workflows to speed up insight and decision-making without turning media into a black box. The group also digs into privacy-first browsers, shifting consumer search behavior, and why agencies must prove trust both during upfront diligence and in day-to-day operations. Finally, Venuto shares a pragmatic view of AI as both smarter and riskier, and argues that ethical, observable systems are the path to protecting brands and improving outcomes. Takeaways Trust is no longer a brand value alone; it is a business requirement driving media and technology decisions AI accelerates insight and decision-making, but only works when transparency and data integrity are built in Clients demand visibility into how AI models work, what data is used, and how outputs are generated Privacy-first platforms and shifting consumer behavior are fundamentally changing search and personalization Horizon’s hands-on keys approach removes delays and empowers clients with the same tools used internally Ethical, observable AI can reduce risk while making media buying smarter and more accountable The future of advertising depends on trust-first models becoming the industry standard Chapters 00:00 Introduction to the Brand Trust Series and guest Domenic Venuto 00:49 What “trusted environments” really mean for clients today 01:15 Horizon’s AI-native Blu Platform and first-party data enrichment 02:41 Why trust matters when AI drives critical business decisions 03:33 Adapting to privacy-first browsers and rapid innovation cycles 04:38 How client expectations around trust have evolved 05:59 Operational trust and decision-making at scale 06:29 Proving trust and performance through hands-on technology access 07:28 Reinventing the agency model while keeping business personal 09:00 Is AI making media buying smarter or riskier for brand safety 10:36 Using ethical, transparent AI to rebuild trust 11:04 The future of trust-first models in advertising 11:52 Closing thoughts and sponsor acknowledgments

Natasha Shaikh, Head of Paid Media Center of Excellence at Wells Fargo, joins the Brand Trust series sponsored by Mozilla Ads to unpack how brand safety has expanded beyond placement into sentiment, especially as AI shapes how brands appear to consumers. She explains why trust can break in a single ad, how subjective audiences make safety decisions harder, and why marketers must balance privacy-first environments with effective targeting. The conversation also dives into the rise of user-generated content, the challenge of distinguishing real from fake in a GenAI world, and why long-term ROI depends on pairing smart targeting with layered safeguards. Takeaways Brand safety now includes brand sentiment because AI systems influence how consumers perceive a brand. Trust can fracture instantly, and what feels unsafe is often determined by highly subjective audience beliefs. Privacy-safe media can boost trust but may limit efficient discovery of the right customers. User-generated content and GenAI blur reality, making safety controls harder and more necessary. The best path forward is balanced spending that protects environments without losing targeting performance. Chapter 00:00 Natasha explains how brand safety now goes beyond placements to include sentiment and AI-driven perception. 02:14 She shares why trust can break instantly from one ad or sponsorship because offense is subjective. 04:05 Natasha describes choosing trusted environments that match where real customers spend time. 05:46 She outlines the challenge of balancing privacy first media with effective targeting. 07:17 Natasha talks about how social and user generated content make trust harder to control. 11:26 She argues for combining precise targeting with layered safety to protect long term brand value. 13:09 The episode wraps with a look at what is next for trust focused media strategies.

Orville McDonald, Senior Director of Ads Products at Mozilla, joins the Brand Trust series sponsored by Mozilla Ads to unpack why advertising is essential to keeping the open web alive, and why the industry must move past surveillance-based models. He explains Mozilla’s approach to “privacy plus performance,” where user choice, aggregated measurement, and new privacy-enhancing tech make ads effective without exposing people’s identities. The conversation also looks at how Firefox’s audience and long-term perspective position Mozilla to rebuild trust across digital advertising. Takeaways Advertising can fund the open web without tracking people, if measurement shifts to privacy-safe methods. User choice is the foundation of trust, and Firefox builds ads around opt-in controls and minimal data use. The path forward is not tearing down ad tech, but upgrading it with privacy-enhancing technology that still delivers ROI. Brand trust grows when products prove they put users first and make data flows transparent and respectful. Chapters 00:00 Orville’s role at Mozilla and why trusted advertising matters. 02:30 What a privacy-first ad experience looks like inside Firefox. 03:27 How targeting and measurement can work without collecting PII. 05:46 Using aggregate verification to keep ads accountable and effective. 07:54 Why advertising is core to the open web and how to remove surveillance. 10:19 Drawing the line between personalization and privacy as a human right. 12:06 Mozilla’s long game for rebuilding brand trust online.

In Episode 1 of the Brand Trust series, sponsored by Mozilla Ads, Mike McNeeley, SVP of Product at Index Exchange, joins the Advertising Forum to unpack why trust and transparency are still active challenges in programmatic. The conversation covers privacy-first monetization with Mozilla Ads, the real cost of chasing cheap reach, why brand safety needs to operate faster as URLs change daily, and how premium programmatic should be defined by recognizable, trusted publishers across the open web. Takeaways Brand trust is an ongoing challenge that requires constant attention. Privacy-first advertising can still be effective without traditional tracking methods. Brand safety measures need to adapt to the fast-paced nature of content creation. Transparency in programmatic advertising varies across platforms. Marketers must balance trust and performance in their advertising strategies. The open web offers valuable opportunities for advertisers if navigated correctly. Premium programmatic includes well-known brands and quality content. Innovative partnerships can enhance advertising effectiveness and transparency. Dynamic creative solutions are becoming essential for marketers. The advertising ecosystem is becoming more complex, but offers better tools for advertisers. Chapters 00:00 Intro to the Brand Trust series and why trust and transparency still matter in programmatic. 01:42 Why Mozilla Ads' privacy safe home screen ads are an innovative publisher partnership. 02:39 Can privacy-first advertising deliver outcomes without cookie-based tracking? 04:18 How brand safety has to speed up as the open web produces massive daily URL turnover. 06:18 Where transparency still breaks in programmatic and what better reporting looks like. 07:42 Advice for CMOs planning 2026 on balancing walled gardens with the open web. 09:05 Defining premium programmatic through trusted, recognizable publishers and content.

Josh Markham, Chief Product Officer at Mula, discusses the transformative impact of AI on product management and publisher engagement. He emphasizes the importance of automation and delegation in enhancing revenue per session for publishers. The conversation explores how Mula leverages AI to create a competitive advantage for publishers against social platforms, while maintaining editorial integrity. Markham also shares insights on the future roadmap for Mula, focusing on personalization and user engagement. Takeaways AI is democratizing product management processes. Mula focuses on increasing revenue per session for publishers. Real-time decision-making enhances user engagement. Automation should not compromise editorial voice. Mula's agents continuously optimize content delivery. The collaboration between humans and AI is essential. Publishers can leverage AI to compete with social platforms. Mula aims to personalize user experiences on the web. The future of Mula includes expanding content real estate. Building trust with publishers is crucial for successful automation. Chapters 00:00 Introduction to Agentic Monetization 03:08 The Role of AI in Product Management 05:47 Enhancing Publisher Engagement with Mula 08:57 Leveraging AI for Competitive Advantage 10:30 Future Roadmap and Personalization Strategies

Heather Carver, Chief Revenue Officer at Freestar, discusses the importance of leveraging data insights for publishers, the role of AI in enhancing user engagement, and the need for simplifying tech stacks. She emphasizes the significance of metrics like RPS and RPM in driving monetization strategies and highlights the potential of integrating technologies to create personalized user experiences. Takeaways Data is only valuable if it leads to actionable insights. AI can be a powerful tool for publishers if used correctly. Personalized content can increase user engagement and dwell time. Simplifying tech stacks allows publishers to focus on quality content. Constant testing and measuring are essential for optimizing ad placements. RPS is a key metric for understanding user engagement and monetization. Publishers should prioritize user experience over short-term revenue gains. Integrating technologies can enhance monetization efforts for publishers. Fighting AI with AI can improve user experiences and retention. Building a strong brand can lead to more organic traffic. Chapters 00:00 Introduction to Agentic Monetization 03:06 Harnessing Data for Publisher Success 05:53 Simplifying Tech Stacks for Publishers 08:42 Understanding RPS and RPM Metrics 11:55 The Future of Monetization with AI

Jeremy Bloom and AdTechGod engage with guests Brandon O'Neal, Chief Revenue Officer of On3 and Stephanie Mazzamaro, Head of Programmatic, Addressability & Ops of The Arena Group to discuss the evolving landscape of digital media, the importance of community in sports publishing, and the role of innovation in ad tech. They explore how companies like Moola are shaping the future of publishing through data-driven insights and AI, emphasizing the need for meaningful audience engagement and monetization strategies. Takeaways Scaling meaningful relationships means focusing on relevance, not just reach. Encore is a centralized intelligence system that enhances user experiences. Building community is crucial for sports publishers to thrive. AI has been a part of the ecosystem for many years. Moola is innovating in the ad tech space to support publishers. Mass producing content is ineffective in today's market. The future of publishing will require hard work and adaptability. New opportunities for revenue generation are always emerging. Connecting audience and storytelling is essential for success. Data-driven insights are key to monetization strategies. Chapters 00:00 Scaling Meaningful Relationships in Digital Media 03:00 Building Community in Sports Publishing 05:57 Innovations in AdTech and Publisher Collaboration 09:04 The Future of Publishing: Insights and Predictions

Jason White, CEO of Mula, discusses the concept of agentic monetization and the evolution of digital content monetization. He highlights the importance of data in creating personalized user experiences and the need for digital media publishers to adapt to changing market dynamics. The conversation explores the challenges faced by publishers and the potential for technology to enhance content delivery and audience engagement. Takeaways Agentic monetization is a hot topic in the market. Digital media publishers have relied on free traffic for too long. Personalization is crucial for user engagement. Data density can predict user behavior effectively. The evolution of technology is reshaping digital media. Publishers must adapt to become more like marketers. Content syndication can enhance audience reach. Doom scrolling reflects user engagement patterns. The future of digital media is about improving user experiences. A significant transition is underway in the digital landscape. Chapters 00:00 Introduction to Agentic Monetization 02:59 The Evolution of Digital Content Monetization 06:05 The Power of Data in Personalization 08:58 Mula's Vision and Future of Digital Media 12:04 The Future of Digital Media Publishers

In this episode of The Future Is Live, Dentsu’s Chief Investment & Activation Officer Cara Lewis joins Jeremy Bloom and AdTechGod to discuss the powerful intersection of live content, attention, and programmatic advertising. Discover how Dentsu leverages programmatic to make live media more accessible, the growing importance of communal viewing experiences, and how partnerships with FreeWheel are driving innovation across live and on-demand platforms. Takeaways Live is real time and attention grabbing. Dentsu supports the attention economy. Consumers seek real-time results and entertainment. Live events foster social discussions. Attention is crucial in today's culture. Real-time engagement enhances consumer experience. Live interactions are vital for brand connection. The importance of being part of the social discussion. Live content drives consumer attention. Engagement in real-time is essential for relevance. Chapters 00:00 Introduction 01:05 Why Live Content Matters 02:30 The Power of Shared Moments 02:56 Role of Programmatic in Live Media 04:05 Programmatic vs. Direct Buys 05:27 Merging Live and Programmatic 07:26 Strategic Planning for Live Opportunities 08:35 Partnering with FreeWheel 09:50 Wrap-Up and Final Thoughts

In this episode of The Advertising Forum, sponsored by Freewheel, Katie Johnson, Senior Programmatic Director at New Engen, Inc. discusses the impact of live events and programmatic advertising. She highlights the importance of live sports and events for brands, the role of data in targeting audiences, and how Freewheel is helping clients navigate the complexities of connected television. Takeaways Live sports are a significant part of prime time TV. Cultural relevance is key in audience engagement. Targeting strategies have evolved beyond broad approaches. Data allows for specific targeting in sports marketing. Understanding consumer affinities is crucial for effective marketing. Live events create shared experiences for audiences. Marketing can be tailored to specific leagues and sports. The importance of being present in front of the right audience. Consumer behavior insights drive marketing strategies. Live sports provide unique opportunities for engagement. Chapters 00:01 Introduction 00:10 Guest Introduction 00:24 The Power of Live Beyond the Super Bowl 01:56 Why Live Matters for Smaller Brands 02:54 The Role of Programmatic Advertising 04:22 Partnering with Freewheel 05:24 Common Advertiser Concerns 06:52 Shifting Budgets Toward CTV 08:09 Closing Remarks

In this episode of the 'Future is Live' series, Ryan McConville, Chief Product Officer at NBCUniversal, discusses the shift of live events from traditional TV to streaming platforms, highlighting NBCUniversal's leadership in this transition. He shares insights on the impact of programmatic advertising in live environments and the challenges and opportunities it presents for advertisers. Takeaways NBCUniversal is leading the shift of live events to streaming platforms. 70% of NBCUniversal's programming hours are live content. Legendary February will feature the Olympics, Super Bowl, and NBA All-Star weekend. Programmatic advertising democratizes access to premium live events. 120% increase in advertisers in live environments year over year. Peacock will offer 7,500 hours of live sports programming in 2026. Live events offer 21% more engagement in brand advertising. Freewheel powers NBCUniversal's live streaming strategy with predictive scaling. Advertisers are excited about the automation and real-time data in live sports. NBCUniversal offers diverse live opportunities beyond major sports events. Chapters 00:01 Introduction to the Series 00:10 Ryan McConville on Live Streaming Shift 00:26 Impact of Programmatic Advertising 01:11 NBCUniversal's Leadership in Live Sports 02:07 Legendary February and Major Events 04:36 Programmatic's Role in Advertising 07:09 Advertiser Excitement and Education 11:02 Freewheel's Support in Live Strategy 13:12 Challenges and Opportunities in Live Ads

In this episode of the Advertising Forum, Mark McKee, EVP and General Manager at FreeWheel, discusses the growing importance of live advertising and the integration of programmatic solutions. He highlights Freewheel's investments in live events, the challenges of monetizing live content, and the need for collaboration within the advertising ecosystem. Mark emphasizes the role of AI in enhancing live event experiences and the necessity for publishers to adapt their strategies to maximize revenue opportunities. The conversation also touches on the future of television, advocating for a seamless blend of linear and streaming advertising. Takeaways Live advertising is rapidly growing and shifting spend. FreeWheel has been a pioneer in investing in live events. Programmatic solutions help monetize unexpected surges in viewership. Collaboration with partners is crucial for success in live advertising. Publishers need to diversify their monetization strategies. AI can enhance the creative process for live events. Maintaining reliability and infrastructure is key for live events. The unpredictability of live events requires adaptive strategies. Linear TV should adopt programmatic principles for better inventory management. The advertising ecosystem must work together to improve outcomes. Chapters 00:00 The Rise of Live Advertising 03:00 Programmatic and Live: A Seamless Integration 05:49 Monetization Strategies for Publishers 08:50 Preparing for Live Events: Best Practices 11:50 The Future of TV: Merging Linear and Streaming

In this episode, Reed Barker, head of advertising at Philo discusses streaming TV. He emphasizes the importance of nimbleness, partnerships, and a focus on content. He shares insights on how Philo differentiates itself in the market and the strategies that have contributed to its success in the competitive streaming environment. Takeaways Philo targets audiences seeking affordable lifestyle and entertainment content. The platform allows users to watch content without a subscription through FAST channels. Philo's nimbleness comes from being a small, independent company with a proprietary tech stack. The shift to programmatic advertising has changed the monetization landscape for streaming services. Partnerships are prioritized based on feedback from the demand community. Listening to partners' pain points is crucial for building effective solutions. Content simplicity is key for consumer engagement in streaming. The speed of content discovery impacts user satisfaction. Television remains a dynamic and unpredictable industry. Curiosity and fun are essential elements in the streaming business. Chapters 00:00 Introduction to Streaming and Philo's Strategy 02:51 The Importance of Nimbleness in Streaming 05:56 Building Partnerships in the Streaming Ecosystem 09:01 The Unchanging Rule of Streaming Success

In this episode of the Advertising Forum, Jason Fairchild, co-founder and CEO of tvScientific, discusses streaming advertising. He emphasizes the need for performance marketers to adapt their strategies to the new environment, focusing on ROI and the importance of data analytics. The conversation explores how brands can blend performance and brand strategies, the significance of understanding audience behavior, and the challenges of attribution in a multi-device world. Fairchild advocates for a data-driven approach to marketing, moving beyond traditional metrics like last-click attribution. Takeaways Performance marketers are adapting to a new playbook in streaming. ROI is crucial for extending budgets into new channels. Understanding the impact of TV on conversions is essential. Brands can blend performance and brand strategies effectively. Key metrics for advertisers include ROAS and brand lift. Reach and frequency still play a role in performance marketing. Marketers should follow data rather than preconceived notions of their audience. Incrementality testing is the gold standard for measuring TV impact. Streaming provides a rich environment for testing and optimization. Attribution in a multi-device world requires acknowledging consumer behavior. Chapters 00:00 The Shift to Streaming Advertising 03:07 Understanding ROI in Streaming 05:48 Blending Performance and Brand Strategies 08:34 The Importance of Data in Marketing 11:39 The Future of Attribution in Advertising

In this episode of the Advertising Forum sponsored by Philo, Rob Norman discusses the transformation of streaming from a disruptor to a mainstream advertising platform. He emphasizes the importance of understanding diverse user experiences across platforms, the significance of data and audience signals, and the shift from brand safety to brand suitability. Norman also highlights the evolving nature of partnerships and media planning in the streaming landscape, and the need to rewrite legacy beliefs from the linear TV era to adapt to the current advertising environment. Takeaways Streaming has become the default for many brands. Different users have varying tolerances for advertising. The ad experience in streaming is generally better than cable. Understanding audience signals is crucial for effective advertising. ACR data helps in understanding content consumption patterns. Brand safety has evolved into brand suitability. Viewers' choices create context for ads. Choosing the right partners is essential for success. The upfront market is no longer just a futures market. Balancing reserve and spot markets is key in advertising. Chapters 00:00 The Evolution of Streaming Advertising 04:10 Data and Audience Signals in Advertising 07:59 Brand Safety vs. Brand Suitability 11:55 Partnerships and Media Planning in Streaming 15:48 Rewriting Legacy Beliefs in Advertising

In this episode of the Advertising Forum sponsored by Philo, Mike Laband from Magnite chats with us about streaming television, emphasizing the importance of strategic partnerships, a robust tech stack, and user experience. He highlights how tech agility and collaboration with publishers enhance monetization and creativity in the programmatic space, while busting myths about the limitations of programmatic advertising. Takeaways The streaming landscape has evolved significantly in recent years. Strategic partnerships are crucial for success in advertising. A good tech stack is essential for effective CTV advertising. User experience is a top priority for media owners. Tech agility involves flexibility and interoperability with clients. Partnerships are more important than features in the advertising ecosystem. Programmatic advertising can enhance creativity, not limit it. Collaboration with publishers is key to improving monetization. Innovative ad formats like pause ads are being integrated into programmatic. Building trust in partnerships leads to better problem-solving. Chapters 00:00 The Evolution of Streaming Advertising 03:09 Tech Stack Essentials for CTV 06:06 Enhancing Monetization and User Experience 09:01 The Importance of Tech Agility 11:50 Partnerships Over Features in Advertising 12:41 Busting Myths in Streaming Advertising

In this episode of The Advertising Forum sponsored by Viant, Jeremy Bloom and AdTechGod are joined by Molly Schultz, EVP, Investment Strategy at IPG Mediabrands and Field Garthwaite Co-Founder and CEO, IRIS.TV. They discuss the growing importance of contextual targeting in CTV advertising, the challenges of data limitations, and the introduction of Acxiom Contextual CTV as a solution. Real-world applications and success stories highlight the effectiveness of these strategies in driving brand awareness and consumer engagement. Takeaways CTV is now larger than traditional TV in terms of viewership. Contextual targeting is crucial for effective advertising in CTV. The IRIS_ID enables publishers to securely share content data with advertisers. Acxiom Contextual CTV enhances targeting capabilities. Consistency in data leads to better performance measurement. Advertisers need to focus on relevance and transparency. Real-time data can significantly improve campaign outcomes. The partnership between IPG Mediabrands and IRIS.TV is a game changer. Successful campaigns can lead to higher viewer engagement. Understanding emotional signals can enhance targeting strategies. Chapters 00:00 Introduction to CTV Innovation 02:10 The Importance of Contextual Targeting in CTV 05:49 Overcoming Data Limitations in CTV Advertising 08:07 The Role of Acxiom Contextual CTV 10:17 Real-World Applications and Success Stories 12:04 Measuring Effectiveness in CTV Campaigns

In this episode of the Advertising Forum sponsored by MiQ, Keith Roberson, Chief Innovation Officer at Annalect discusses the transformative role of AI in the advertising industry. He highlights how AI is shifting from a background tool to a central element in driving data-led strategies and enhancing workflow efficiency. Keith shares insights on the tools his team uses, the misconceptions surrounding AI's role in agencies, and how AI can lead to cost savings and improved business outcomes through better data management and strategic experimentation. Takeaways AI has been a part of the advertising landscape for 15 years. Clients are increasingly seeking data-led strategies. AI is not just about efficiency; it's about strategic refinement. The interoperability of AI tools is crucial for effective solutions. AI can enhance data accessibility for non-technical teams. Daily reporting can unlock deeper strategic conversations. Data quality is foundational for effective AI implementation. Experimentation with AI can lead to competitive advantages. AI helps in organizing and characterizing taxonomies for better insights. The future of advertising relies on AI-driven innovations. Chapters 00:00 The Role of AI in Advertising Today 02:09 AI Tools and Their Impact on Workflow 05:45 Misconceptions About AI in Agencies 08:32 Cost Efficiency and Time Savings with AI 10:52 Balancing Experimentation and Business Outcomes

In this episode, Charlie Neer, co-CEO of MiQ, discusses the impact of AI on the advertising industry, focusing on the launch of Sigma, MiQ's AI-powered platform. He highlights the need for centralization in a fragmented industry and emphasizes the importance of human intelligence alongside AI. The conversation explores how MiQ is adapting to AI's rapid growth and the cultural shifts required for successful integration. Takeaways MiQ launched Sigma to centralize disparate solutions for clients. Sigma provides user-friendly access to insights and intelligence. The platform integrates data from multiple sources for better outcomes. Commerce intelligence helps clients understand market competition. The trading agent feature allows real-time campaign adjustments. MiQ aims to combat industry fragmentation through interoperability. Human ingenuity and imagination are crucial in AI adoption. Cultural shifts are necessary for teams to adapt to AI. MiQ's size allows for a balanced approach to AI integration. The future of advertising relies on a blend of AI and human intelligence. Chapters 00:00 Introduction to AI in Advertising 02:55 The Launch of Sigma: MiQ's AI Platform 06:06 Addressing Fragmentation in the Advertising Industry 09:01 The Human Element in AI Adoption 12:07 Conclusion and Future Outlook

In this episode sponsored by TripleLift, Meredith Brace, CMO of TripleLift, discusses the vital role of creativity in advertising, particularly in the context of commerce and CTV. She shares her journey to TripleLift, emphasizing the importance of working with inspiring people and fostering a creative-first culture. The conversation explores the balance between data-driven strategies and compelling storytelling, the need for collaboration between creative and tech teams, and the challenges of dynamic creative supply partnerships. Ultimately, Meredith advocates for a shift in the perception of programmatic advertising to highlight its creative potential. Takeaways Creativity is critical to our successes in industry. The intersection of creativity and commerce presents growth opportunities. Joining a company is about the people and their enthusiasm. Creative-first mentality is essential for impactful advertising. Advertising should never be one size fits all. Data should enhance creative messaging, not replace it. Collaboration between creative and tech teams is vital. Dynamic creative supply partnerships can be fragmented. Scaling high impact creative is a key focus. Changing perceptions of programmatic to be more creative is necessary. Chapters 00:00 The Importance of Creativity in Advertising 02:47 Joining TripleLift: A Personal and Professional Journey 04:17 Balancing Data-Driven Approaches with Creative Messaging 06:19 Adapting to Commerce and CTV: Strategies for Success 07:44 Fostering Collaboration Between Creative and Tech Teams 09:17 Challenges in Dynamic Creative Supply Partnerships 10:15 Shifting Perceptions: The Creative SSP Vision.

In this episode, Vinny Rinaldi, Vice President of Media and Marketing Technology at Hershey, discusses the evolution of creative storytelling in Connected TV (CTV) compared to traditional television. He emphasizes the importance of data and technology in creating personalized and interactive advertising experiences. Vinny shares insights on innovative ad formats, the balance between creativity and measurable impact, and the future of adaptive creative strategies that enhance brand presence without interrupting viewer engagement. Takeaways Creative storytelling is evolving with CTV. Traditional TV was always the same message to everybody. We can design ads for personalized moments. Innovative ad formats help us stand out. The best creative today is designed to perform. Distinctiveness over ubiquity is our priority. We're not just chasing the impression anymore. Adaptive creative at scale is the future. Seamless connection and conversion opportunities are key. The hero spot isn't dead, just part of a broader system. Chapters 00:00 The Evolution of Creative Storytelling in CTV 03:04 Innovative Ad Formats and Brand Integration 05:45 Balancing Creativity with Measurable Impact 09:01 The Future of Adaptive Creative and Brand Presence

In this episode, Alexis Gossard, Senior Manager of Media Strategy at Bayer, discusses the critical role of creative in advertising, the signs of bad creative, and the importance of rigorous testing and strategy. She emphasizes the need for brands to stick to their essence and effectively engage their audience through well-executed creative. The conversation also highlights the collaboration between creative vision and execution, particularly in the digital landscape. Takeaways Creative is often ignored in the programmatic world. Bad creative is prevalent, and brands need to course correct. Understanding brand essence is crucial for effective creative. Creative must have a single, clear takeaway to resonate. Both content and context are important for creative effectiveness. Rigorous testing is essential before launching campaigns. Digital environments allow for more flexible A-B testing. Collaboration with partners helps translate creative vision into execution. Meaningful brand equity is necessary for effective advertising. Optimizing existing creative can lead to improved campaign performance. Chapters 00:00 The Importance of Creative in Advertising 03:00 Identifying Bad Creative 05:55 Creative Testing and Strategy 08:51 Bridging Creative Vision and Execution 11:57 Turning Bad Creative into Good Creative

In this episode sponsored by TripleLift, James Trott, Senior Director of Global Addressable Media at Coca-Cola, discusses the growth of retail media networks and their benefits for consumers, retailers, and advertisers. He emphasizes the importance of dynamic creative and personalization in advertising, as well as the need for effective campaign performance analysis. James also shares insights on the future of creative advertising, focusing on individual preferences and tailored messaging. Takeaways Retail media networks benefit all stakeholders involved. Consumers enjoy loyalty schemes powered by data. Dynamic creative formats improve message delivery. Personalized messaging leads to better consumer responses. Campaign performance issues are often straightforward to identify. Programmatic advertising is essential for accessing quality media. Understanding the supply chain is crucial for success. The future of creative will focus on individual preferences. Customization in advertising will become more tailored and unique. Effective campaign analysis is key to optimizing performance. Chapters 00:00 Introduction to Retail Media and Coca-Cola's Role 03:00 The Benefits of Retail Media Networks 05:58 Dynamic Creative and Personalization Strategies 09:08 Analyzing Campaign Performance and Optimization 11:57 The Future of Creative Advertising

David Dworin and Soo Jin Oh dropped in to announce FreeWheel’s new Streaming Hub a fully integrated platform built to simplify how publishers manage and monetize streaming and TV inventory. From cutting out middlemen, to fixing live sports monetization at scale, to unlocking new opportunities for brands who’ve never touched CTV before, FreeWheel is tearing down barriers and making premium video more accessible for everyone. 2025 belongs to those who simplify, connect, and move fast. #preachonthebeach

When Divine Intervention Hits Different… Sometimes, the universe (or maybe AdTechGod ®️) puts the right people in the right room at the right time. Matthew C. Doherty, CEO of EXTE North America, and Jeremy Bloom 🌞 reunite and dive into something bigger than just a catch-up. They’re talking about building the future of outcome-based media, backed by a decade of innovation most of the U.S. market hasn't even seen yet. If you haven’t heard of EXTE yet, you're already behind. Now's the time to connect. Because the next wave of results-driven media? It’s already here.

We stopped by Viant Technology’s suite where the vibes and signals were strong as usual. Jon Schulz, CMO of Viant, kicked it off with a clear message that this year isn’t just going to be bigger, it’s going to be better. Field Garthwaite of IRIS.TV showed us how CTV is finally delivering on its promise, with Iris-enabled data driving 2x–5x lift in awareness, recall, and favorability. Then Keith Petri, fresh off Lockr by Viant’s acquisition, made it clear: identity and first-party data are the future, and Viant’s open-web strategy is scaling fast. #preachonthebeach

In this episode sponsored by Intent IQ, the discussion revolves around the challenges and opportunities in the advertising industry, particularly focusing on identity solutions for publishers. Gil Dudkiewicz and Roy Shkedi share insights on how publishers can unlock value through innovative partnerships and technology. They emphasize the importance of collaboration, transparency, and leveraging first-party data to enhance monetization strategies. The conversation also touches on the future of publisher monetization and the critical role of identity solutions in navigating the evolving digital landscape. Takeaways The industry can measure almost everything, leading to significant insights Publishers can see revenue increases ranging from 10% to 150%. Innovation is key for smaller companies to compete with giants. Successful identity solutions require collaboration between partners. Publishers need to invest time and resources in partnerships. Transparency and communication are crucial for successful collaborations. Leveraging first-party data is essential for competing with larger platforms. The future of monetization lies in omnichannel strategies. Compliance with regulations is an ongoing process for publishers. Choosing the right partners can empower publishers to control their future. Chapters 00:00 Unlocking Value for Publishers 02:46 Differentiation in Identity Solutions 05:59 Building Successful Partnerships 09:09 Future of Publisher Monetization 12:00 Parting Thoughts and Conclusion

In this episode sponsored by Intent IQ , the conversation revolves around identity solutions in advertising, focusing on the collaboration between Intent IQ and Start.io. The discussion highlights the challenges faced by publishers in the current advertising landscape, including privacy regulations and the disappearance of third-party cookies. Both Roy Shkedi and Gil Dudkiewicz emphasize the importance of understanding user identity and maintaining privacy while enhancing monetization and audience insights for publishers. The episode concludes with a commitment to continuous compliance with evolving regulations. Takeaways Intent IQ has been addressing identity challenges for over 15 years. Consumer consent is central to advertising practices. Publishers excel at content creation but need help with compliance. Targeted advertising significantly boosts publisher revenue. The partnership between Intent IQ and Start.io enhances user identification. Privacy regulations are constantly evolving and must be monitored. Location data has become a significant privacy concern. Publishers trust Start.io to navigate complex regulations. The collaboration aims to merge web and in-app advertising. Maintaining user choice is crucial for effective advertising. Chapters 00:00 Introduction to Identity Solutions in Advertising 02:50 Challenges in the Advertising Landscape 06:00 Enhancing Monetization and Audience Insights 09:00 Maintaining Privacy in Data Utilization

In this episode sponsored by IntentIQ, the discussion revolves around identity solutions in advertising technology, focusing on Intent IQ's offerings. The guests share real-world examples of successful implementations, address the skepticism surrounding new partnerships, and emphasize the importance of curiosity and innovation in overcoming challenges. The conversation also touches on the complexities of onboarding new clients and the future of identity verification in a cookie-less environment, highlighting the need for transparency and validation in advertising metrics. takeaways -Performance is the ultimate measure of success in campaigns. -Curiosity drives innovation and helps overcome fear in partnerships. -Onboarding processes should be simplified for better integration. -Measurement of success can be complex and varies by client. -Transparency in advertising metrics is crucial for validation. -The industry must adapt to cookie-less environments effectively. -Asking the right questions leads to better solutions. Collaboration between partners is essential for progress. Incremental performance can significantly enhance campaign results. Future innovations will focus on validating identity profiles. Chapters 00:00 Exploring Intent IQ's Identity Solutions 04:03 Overcoming Skepticism in AdTech Partnerships 06:28 Simplifying Onboarding for Identity Solutions 09:06 Future Innovations in Identity Verification

In this episode of the Advertising Forum, hosts Jeremy Bloom and AdTech God engage with Fabrice Beer-Gabel and Art Binder to discuss the evolving landscape of identity in digital marketing. They explore the importance of precision in targeting, the challenges posed by cookie-less environments, and the misconceptions surrounding identity solutions. The conversation highlights the need for advertisers to adapt to changing metrics and the future of identity in a privacy-focused world. Takeaways -Identity is critical to the effectiveness of digital marketing. -Precision in targeting is more important than ever. -Mobile users are spending significant time on their devices. -The landscape of identity is changing due to privacy regulations. -Misconceptions about identity solutions can hinder effectiveness. -Advertisers must be proactive in testing identity solutions. -Probabilistic identity solutions can vary in accuracy. -Understanding the total addressable market is essential for campaigns. -The role of identity will continue to evolve with technology. Performance and privacy must coexist in advertising strategies. Chapters 00:00 Introduction to the Identity Series 01:22 The Importance of Identity in Digital Marketing 04:03 Challenges in Reaching Mobile Audiences 06:21 Evolving Metrics and ROI in Programmatic Advertising 07:31 Misconceptions Around Identity Solutions 09:55 Apprehensions in Identity Solutions 11:51 The Future of Identity in Advertising

In this episode sponsored by Mediaocean, Zvika Netter, CEO and co-founder of Innovid, discusses the recent merger with Mediaocean and Flashtalking. He shares insights into the journey of Innovid, the impact of the merger on the advertising technology landscape, and the importance of company culture in integrating teams. Zvika emphasizes the vision for the future, focusing on innovation, AI, and creating a better experience for clients while maintaining transparency in the ad tech industry. Takeaways Innovid has been in the industry for over 17 years, focusing on innovation in video advertising. The merger with Mediaocean and Flashtalking aims to create a stronger ad tech platform. Cultural integration is crucial for the success of the merger. The goal is to provide better omnichannel solutions for clients. AI will play a significant role in optimizing advertising outcomes. Innovid and Flashtalking have a strong reputation in the industry for creativity and strategic thinking. The focus is on building long-lasting relationships with clients. Transparency in the ad tech industry is essential for trust and efficiency. The merger will enhance the capabilities of both companies in CTV and digital marketing. Zvika envisions a future where ad tech is not dominated by big tech companies. Chapters 00:00 Introduction to Innovid and Mediaocean Merger 03:13 The Story Behind Innovid's Growth and Merger 05:50 Impact on Brands and Agencies 08:58 Cultural Integration and Team Motivation 12:10 Vision for the Future and Industry Transformation

In this episode of The Advertising Forum sponsored by Comscore, Karen Babcock from Comcast Advertising and Drew Kane from Mediaocean discuss the evolution of currency in advertising. They explore the complexities of measurement, the operational challenges faced by publishers and advertisers, and the need for consistency and comparability across various metrics. The conversation also touches on the importance of innovation in advertising and the ongoing changes in how media is transacted and measured. Takeaways Currency is the act of counting impressions that people will pay for. Multi-currency is now a must-have for advertisers. Operational challenges include scaling and managing multiple currencies. Publishers need a 'decoder ring' to navigate different currencies. Consistency in measurement is critical for effective advertising. The industry is still figuring out how to adapt to fragmentation. Innovation is necessary to keep up with changing demands. Agencies need access to historical data to inform media buying decisions. The future of advertising currency will involve more collaboration and support. Rolling up sleeves and learning is essential for progress. Chapters 00:00 Introduction to Advertising Currency 02:00 Understanding Currency in Advertising 03:30 Operational Challenges in Currency Management 08:58 Consistency and Comparability Across Metrics 12:59 Innovation and the Future of Advertising Currency

In this episode sponsored by vibe.co, the founders Arthur Querou and Franck Tetzlaff, discuss their journey in creating a platform tailored for small and medium-sized businesses (SMBs) in the advertising space. They emphasize the importance of simplicity and user-friendliness in their technology, while also addressing the common misconceptions and challenges SMBs face in advertising, particularly in the realm of TV. The conversation also touches on the metrics that matter for measuring success in advertising campaigns and the innovative culture at Vibe that drives their mission forward. Looking ahead, they share their ambitious goals for the future of Vibe and the SMB market. Takeaways Vibe was created to make TV advertising accessible to SMBs. CTV has the potential to rival search and social media in advertising. Simplicity in user experience is key for SMB adoption. Many SMBs believe TV advertising is too expensive. Creative assets can be repurposed for TV from social media. Measurement of advertising outcomes is crucial for SMBs. Vibe aims to provide a tailored experience for diverse SMB needs. The team culture at Vibe emphasizes speed and innovation. Vibe's goal is to reach a billion in ad spend annually. The future of TV advertising holds significant untapped potential. Chapters 00:00 The Genesis of Vibe: Addressing the SMB Market 03:08 Simplicity Meets Functionality: User Experience in Ad Tech 05:51 Overcoming Barriers: Challenges for SMBs in Advertising 08:47 Measuring Success: Metrics that Matter for SMBs 12:07 Team Culture and Innovation: The Vibe Approach 14:47 Future Vision: Scaling Vibe and the SMB Market

Aulden Kaye Yi, Head of Advertising Partnerships at Philo, discusses the unique advertising needs of small and mid-sized businesses (SMBs) and how Vibe is facilitating their entry into the connected television (CTV) advertising space. She emphasizes the importance of accessibility, audience targeting, and the role of AI in creating effective advertising campaigns. Aulden also highlights the need for transparency in ad buying and the importance of understanding specific advertising goals and metrics for success. Takeaways Vibe makes it easy for SMBs to start advertising with no barriers. SMBs represent a significant portion of the US economy. Diversity in advertising enhances viewer experience. Understanding campaign goals is crucial for effective advertising. AI can streamline the creative process for advertisers. Different businesses require different metrics for success. Transparency in ad buying is essential for SMBs. Working with trusted partners can mitigate risks. SMBs should leverage CTV for targeted advertising. Requesting detailed reporting is vital for accountability. Chapters 00:00 Introduction to SMB Advertising and Vibe 03:07 The Unique Needs of Small Businesses in Advertising 06:12 Navigating CTV Advertising for SMBs 08:57 Best Practices and Pitfalls for SMB Advertisers

Sophia Popova, a Partner at Summit Partners, discusses the current state of SMBs and the venture capital opportunities they present. With a record number of new businesses emerging, the cost of starting a business has significantly decreased, making it an attractive market for software companies. Sophia highlights the challenges SMBs face, including high customer acquisition costs and the need for effective marketing solutions. She emphasizes the importance of understanding customer pain points and maintaining product-market fit to ensure long-term success in the SMB sector. Takeaways The SMB market is experiencing unprecedented growth with millions of new businesses. Solopreneurs are a rapidly growing segment within the SMB market. The cost to start a business has drastically decreased, enabling more entrepreneurs. SMB software is becoming more valuable as predictability and scalability improve. Customer acquisition costs are rising, making effective marketing essential. Content creation remains a significant expense for SMBs. Investing in understanding customer needs is crucial for startup success. Maintaining product-market fit is vital to avoid feature creep. The future of SMB solutions will focus on audience engagement over traditional websites. Emerging trends indicate a shift towards more efficient audience-driven strategies. Chapters 00:00 The Rise of SMBs in 2023 02:54 Challenges and Opportunities in the SMB Market 06:02 Evaluating Startups for SMB Pain Points 09:00 Maintaining Product-Market Fit in SMB Solutions 12:01 Future Trends for SMB-Centric Solutions

Justin Rankin, CMO of Lion + Panda, discusses the advantages of connected TV (CTV) advertising through Vibe.co. He shares insights on how Vibe's unique offerings allow for targeted advertising with the reach of traditional TV, making it an attractive option for small and mid-sized businesses (SMBs). Justin elaborates on the diverse range of clients his agency serves, the creative strategies employed, and the importance of measurement in advertising effectiveness. He emphasizes the cost-effectiveness of CTV and its growing role in marketing strategies. Takeaways Vibe offers the reach of TV with online targeting. Saturation in traditional media led to exploring CTV. Creative flexibility allows for rapid testing of campaigns. Measurement of foot traffic and lead generation is crucial. CTV advertising is cost-effective compared to traditional platforms. Vibe's interface allows for real-time analytics. Diverse client base enhances creative campaign strategies. Early adoption of CTV can lead to competitive advantages. Return on advertising spend with Vibe has been exceptional. CTV is becoming a core part of marketing strategies. Chapters 00:00 Introduction to CTV Advertising and Vibe 02:50 Exploring Client Experiences and Diverse SMBs 06:00 Creative Campaigns and Measurement Strategies 08:51 The Future of CTV in Marketing Strategies