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In this conversation, Tom Wall, the commercial director of Influent Media, discusses strategies for identifying and measuring incremental revenue streams for publishers. He emphasizes the importance of maintaining user experience while maximizing revenue through effective partnerships and technology. The conversation also touches on the significance of brand safety in advertising and the need for careful management of publisher relationships.
Takeaways
-Word of mouth and direct communication are valuable for revenue insights.
-Understanding the publisher's needs is crucial for effective partnerships.
-Duration sequencing technology helps generate additional impressions without disruption.
-Maintaining user experience is essential to prevent client churn.
-Brand safety is prioritized by working with the right clients for publishers.
-Incremental revenue should not compromise the user experience.
-Effective revenue strategies involve careful integration of technology.
-Forecasting and delivering extra impressions can boost revenue.
-Managing publisher relationships individually enhances brand safety.
-Advertising is often a secondary revenue stream for many publishers.
Chapters
00:00 Introduction to Incremental Revenue Strategies
02:52 Identifying and Measuring Incremental Revenue
05:57 Effective Strategies for Revenue Generation
09:09 Balancing Revenue with User Experience and Brand Safety
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Rich Raddon, co-founder and co-CEO of Zefr, discusses the importance of brand safety and transparency in purpose-driven marketing. He highlights the challenges posed by walled gardens and the need for custom solutions to meet brand suitability preferences. Raddon also expresses excitement about the future of AI in marketing and its potential to enhance brand safety and performance.
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Saknas det avsnitt?
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In this episode sponsored by Zefr, Mark Proulx, Global Director of Media Quality and Responsibility at Kenvue, discusses the challenges and strategies surrounding brand safety in the context of user-generated content and misinformation on social media platforms.
He emphasizes the importance of balancing brand purpose with safety, the need for proactive measures against misinformation, and the evolving landscape of brand safety practices. Mark also shares insights on how brands can navigate criticism and the necessity of collaboration within the industry to enhance brand safety measures.
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In this episode of The Advertising Forum Sponsored by Zefr, Jeremy Bloom and AdTechGod engage with Louis Jones, CMO of the Brand Safety Institute, to discuss the concept of brand purpose.
They discuss the importance of authenticity in branding, the challenges brands face in maintaining their purpose amidst the complexities of social media platforms, and the best practices for ensuring brand safety and reputation.
The conversation emphasizes the need for strategic planning, understanding suitable environments for brand messaging, and the necessity of investing resources to achieve meaningful brand purpose.
Takeaways:
Brand purpose requires a conscious decision from the brand.Navigating social platforms demands a focus on authenticity.Patience is crucial in maintaining brand purpose.A flashlight approach helps in targeting brand messaging.Understanding suitable environments is key to brand safety.Investing in brand purpose can yield higher returns.Content moderation policies can dilute brand values.Brands must do their homework on media buying.Real-time adjustments are necessary in fast-paced environments.Collaboration within the organization is essential for clarity.
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In this episode of The Advertising Forum, Dan Slivjanovski, CMO of DoubleVerify, discusses the critical role of trust and transparency in the digital advertising ecosystem.
He emphasizes the importance of verification in ensuring that brands can confidently invest in advertising without fear of fraud or misplacement. The conversation explores how DoubleVerify supports partners through education and innovative measurement solutions, enhancing transparency across various platforms.
Dan also highlights the industry's challenges and the potential of AI to revolutionize advertising effectiveness, particularly through dynamic activation.
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In this episode of the Advertising Forum's Transparency Series, Jeannie Olliver, the SVP of Revenue Operations at Business Insider, discusses how trust and transparency can help publishers and content creators increase their revenue and contribute to a healthier digital advertising industry. The conversation highlights the importance of being a credible and trusted source of information, the need for greater transparency with brands and measurement tools, the role of advanced tech and measurement in understanding users and optimizing ad experiences, and the value of news environments for advertisers.
The episode is sponsored by Double Verify.
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In this episode of The Advertising Forum, brought to you by IQM, Jeremy and AdTechGod dive deep into the world of healthcare and pharma advertising with Amanda Ludwig, Senior Vice President at Publicis Health Media. Amanda shares her extensive experience and insights on navigating the unique challenges of healthcare advertising, from balancing creativity with compliance to ensuring data privacy in line with HIPAA regulations.
Discover how AI, machine learning, and programmatic advertising are reshaping the healthcare landscape, and learn about the critical innovations that are enhancing patient education and awareness.
Plus, Amanda discusses the key metrics and KPIs she prioritizes for measuring the success of digital campaigns in this highly regulated industry. Don’t miss this informative and insightful conversation!
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Sponsored by Sigma Software
Katherine Tuluzova, CEO of Sigma Software Americas, discusses the challenges of aligned execution, the importance of tech integrations and M&A in the ad tech software space, and the power of relationships. Lack of alignment across organizations, particularly between engineering and go-to-market teams, is identified as a major obstacle to swiftly building new technology.
Katherine emphasizes the importance of communication and building trust to achieve alignment. She also highlights the complexities of tech integrations and M&A, and the need for clear communication and shared objectives.
Finally, Katherine discusses the significance of in-person events for building trust and fostering relationships in the industry.
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In the first episode of our new series, "Transparency", sponsored by DoubleVerify, we tackle the challenges of advertising in today's fast-moving and often polarizing news cycle.
Jeremy Bloom and AdTechGod(™) are joined by Sarah Caputo, Chief Digital and Marketing Officer at Envisionit, who shares her insights on protecting brand safety amid global conflicts, election-year tensions, and the rise of misinformation.
Learn how verification tools, ethical supply strategies, and collaboration across the digital news ecosystem can boost transparency and trust while supporting credible news outlets.
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Series Sponsor: IQM
In this episode of The AdTech Forum, we tackle the election year with a three-part discussion:
1. Political Landscape: Shannon Chatlos, a partner at SPM, discusses current trends in political digital advertising, new platforms, and technologies.
2. Challenges and Complexities: We explore misinformation, data analytics, and ethical considerations in ad targeting.
3. Preparing for Elections: We examine the role of AI in political ads and future challenges and opportunities.
Stay tuned for our next episode on healthcare.
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Everyone Cannes: Because some walk the Croisette while others eat croissants.
In this episode, Aaron Goldman highlights how creativity is at the heart of Flashtalking and how AI empowers the human element in digital advertising.
Discover how Flashtalking combines innovative AI technology with creative ingenuity to deliver impactful and personalized ad experiences. This is a must-watch for anyone in the marketing world!
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Everyone Cannes: French food is good but Five Guys is better.
In this episode, Kris shares how IQM simplifies advertising and targeting in highly regulated industries like the political vertical and healthcare.
Discover how IQM's innovative solutions help navigate complex regulations, ensuring effective and compliant advertising strategies. Don't miss out on these invaluable insights!
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Everyone Cannes: Because we can buy ourselves rose, thank you very much
In this episode, Mike Hauptman discusses the challenges marketers face in accessing the industry's top DSPs and how AdLib can bridge this gap.
Learn how AdLib's innovative solutions empower marketers to unlock the full potential of their digital advertising campaigns. Don't miss out on these valuable insights!
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Everyone Cannes: While you get sunburnt, we ride the subway in the shade.
In this episode, Andy Schonfeld shares how Tatari collaborates with agencies and brands to shift their focus to outcome-based television.
Learn how Tatari's innovative approach is transforming TV advertising by prioritizing measurable results and driving real business outcomes. Don't miss these game-changing insights!
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In this episode, Melanie Eckl takes us on a deep dive into how Attributy harnesses data to provide a comprehensive view of both online and offline channels.
Learn how embracing a data-driven approach can transform your understanding of customer behavior and elevate your marketing strategies to new heights. Whether you're dreaming of the French Riviera or staying local, this insightful conversation is one you won’t want to miss!
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Series Sponsor: Attain
Join us as we welcome Tina Wilson, the Group General Manager at Nielsen, to The AdTech Forum. With 30 years of industry experience, Tina oversees Nielsen's analytic businesses and partnerships, providing data-driven insights for media buyers and sellers. As a recognized leader and mentor, Tina discusses the future of traditional advertising in the era of e-commerce and social commerce. She explores how commerce data optimizes online media campaigns, enhances ROI, and shapes digital advertising strategies. Tina also shares her vision on the integration of commerce data into online platforms and its impact on consumer behavior.
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Series Sponsor: Attain
In this episode of The AdTech Forum with Jason Niemi, Global Technology Director at Kimberly-Clark.
Jason shares strategies for using opt-in data to personalize campaigns without compromising user consent, highlighting how consumer consent ensures legal compliance and enhances targeting effectiveness. The discussion covers the importance of consent-driven data collection for ad quality and relevance, and best practices for creating personalized content that respects privacy.
Looking to the future, Jason discusses emerging trends and technologies that will shape the use of opt-in data in advertising, offering insights on staying ahead of the curve.
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Series Sponsor: Attain
In this episode of The AdTech Forum, we welcome Jeff Katz, the US Head of Verticals at ROKU, where he oversees sales for the Auto, Restaurants, and Travel industries. Jeff has spent the past 5.5 years at ROKU, building partnerships with Fortune 500 brands and working with major media holding companies.
In our discussion, we explore how advertisers can adjust their data strategies to effectively target and measure campaign performance without relying on third-party cookies, which are being phased out. We dive into the role of commerce data as a strong alternative for targeting and engaging consumers.
We also discuss how brands can collaborate with publishers and ad tech partners to leverage first-party data in a cookieless world, providing examples from Jeff's experience.
Thank you for joining this episode of The AdTech Forum, sponsored by Attain.
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Series Sponsor: Attain
In this episode of The AdTech Forum, we welcome Katie Schnepf, a seasoned advertising professional from Mindshare Chicago, with over two decades of experience in the CPG sector.
Join us as Jeremy Bloom and AdTechGod dive into discussions on how brands can extract valuable lessons from different retail sectors to enhance their marketing strategies and drive business growth.
The conversation explores how brands can leverage consumer purchase data across various industries to uncover opportunities for cross-selling and upselling. Katie also sheds light on the future of data sharing and collaboration among retailers, purchasers, and brands, highlighting the evolving dynamics in this space.
We also address the challenges associated with using Retail Media Networks (RMNs) in digital advertising, discussing their impact on advertisers and brands. Lastly, we tackle strategies for activating purchase data beyond the confines of RMNs, providing listeners with actionable insights to optimize their marketing approaches in today's competitive landscape.
Join us for these insightful discussions on navigating the complexities of retail and data-driven marketing.
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Series Sponsor: ATTAIN
Welcome to The AdTech Forum - In this series we discuss Outcomes.
Welcome to a new series of The AdTech Forum, this is Series 3, "Outcomes" sponsored by Attain.
In this episode, Jeremy Bloom and AdTechGod is joined by Alex Vinci, a seasoned expert in the commerce industry with a special focus on global commerce media at Publicis.
In this discussion, we dive into how brands can use online purchase data to gain actionable insights into consumer behavior and preferences, the strategies for integrating this data across marketing channels, and the importance of maintaining ethical standards and customer trust when handling sensitive information. Additionally, we explore the significance of omnichannel retail and how brands can use online purchase data to create seamless shopping experiences across both digital and physical platforms. Finally, we touch on emerging trends in commerce measurement driven by the increasing availability of data.
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