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 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

In this episode of the Advertising Forum, Brad Smallwood discusses the intersection of privacy and advertising, emphasizing Mozilla's commitment to consumer privacy. He explains how Anonym fits into Mozilla's vision, the importance of privacy-enhancing technologies, and the challenges faced in promoting internet privacy. Takeaways Mozilla's mission is to make the internet open and accessible. Privacy is fundamental to how the internet operates. Advertising can work without compromising individual privacy. Technologies can deliver relevant advertising while protecting privacy. Consumers often misunderstand the implications of data sharing. Education is crucial to changing perceptions about privacy. There is a need for more regulation in the advertising space. Privacy enhancing technologies can shift industry standards. The industry has operated without sufficient privacy guardrails. Understanding data sharing practices is essential for consumers. Chapters 00:00 Introduction to Privacy in Advertising 05:01 Building Anonym and Strategic Considerations

State Laws, Sensitive Data, and Mozilla’s Vision for a Safer Ad World (sponsored by Mozilla) In this episode of The Advertising Forum, Maneesha Mithal , Partner at Wilson Sonsini Goodrich & Rosati, discusses privacy regulations in advertising, the role of businesses like Mozilla in shaping these developments, and strategies for building consumer trust. She highlights the challenges brands face in adopting privacy-preserving technologies and emphasizes the importance of collaboration among stakeholders to create a privacy-first internet. Takeaways -We're at the turn of an administration at the federal level. -The FTC's proposed rule on commercial surveillance is likely dead. -By 2026, about half of the US population will be covered by state privacy laws. -Mozilla is viewed as an honest broker by regulators. -Companies should be careful with sensitive data collection. -Post-Dobbs, companies are sensitive to location data retention. -Mozilla prioritizes privacy in its advocacy and practices. -Brands fear losing market share if they adopt privacy-first practices. -Robust internal governance processes are essential for compliance. -Collaboration among stakeholders is crucial for a privacy-first future. Chapters 00:00 Navigating Privacy Regulations in Advertising 02:54 Strategies for Building Trust in Advertising 06:04 Mozilla's Role in Privacy-First Advertising 09:11 Challenges in Adopting Privacy Technologies 12:02 Collaboration for a Privacy-First Future

In this episode, sponsored by Mozilla, we chat with Eric Seufert and discuss mobile advertising and its privacy challenges. We explore the difficulties advertisers face in measuring effectiveness amidst increasing privacy regulations and the role of privacy-preserving technologies. The discussion also highlights the balance between personalized advertising and user privacy, proposing solutions to enhance consumer trust while maintaining advertising effectiveness. Takeaways The biggest privacy challenge is achieving workable measurement for advertisers. Advertisers often rely on platforms to handle privacy, limiting their own responsibility. Data clean rooms are a growing solution for linking first-party data safely. Privacy preserving technologies need to replace existing identifiers effectively. Complex privacy solutions can lead to consumer mistrust. Eliminating unnecessary data points, like location, can alleviate privacy concerns. Advertisers must adapt to new privacy regulations and technologies. Consumer understanding of privacy measures is crucial for acceptance. Privacy budgets can help manage data retention issues effectively. The conversation emphasizes the need for a balance between personalization and privacy. Chapters 00:00 Introduction to Privacy Challenges in Mobile Advertising 03:07 Navigating the Balance: Personalization vs. Privacy 06:02 The Impact of Privacy Technologies on Advertising 08:52 Proposed Solutions for Privacy Concerns in Advertising

In this episode of the Advertising Forum we discuss the importance of attention metrics in mobile advertising, featuring insights from industry experts Mark Guldimann and Richard O'Sullivan. The discussion covers the impact of attention metrics on advertising outcomes, the challenges brands face in adopting these metrics, and the future of mobile advertising. Takeaways Attention metrics are still in early stages for mobile advertising. High attention inventory can significantly increase click-through rates. Brands face challenges in proving outcomes and measuring in-app metrics. Realigning incentives around quality is crucial for advertisers. In-app advertising is expected to lead in standardization of metrics. Attention metrics can improve user engagement and advertising experiences. The partnership between Adelaide and InMobi aims to create scalable solutions. Industry white papers and influential voices are key for staying informed. Understanding the landscape requires following diverse opinions. Collaboration among top players is essential for innovation in advertising. Chapters 00:00 Introduction to Attention Metrics in Mobile Advertising 03:05 Impact of Attention Metrics on Advertising Outcomes 06:03 Challenges in Adopting Attention Metrics 09:12 Future of Attention Metrics in Mobile Advertising 11:46 Resources for Staying Informed in Mobile Advertising

In this conversation, Marc Guldimann (Adelaide Metrics) and Richard O'Sullivan (InMobi) explore the growing importance of attention metrics in mobile advertising. They discuss how these metrics elevate media quality, boost campaign performance, and share practical tips for implementation. The discussion also covers the evolution of advertising measurement, the impact of attention metrics on business results, and strategies for brands to get the most out of their mobile campaigns. Takeaways -Attention metrics help understand media quality. -Measurement and verification have not kept pace with digital fragmentation. -Attention metrics allow for better media spend allocation. -The evolution of mobile advertising is moving towards privacy compliance. -In-app environments provide unique first-party data signals. -Attention metrics enhance consumer engagement and campaign effectiveness. -Best practices include focusing on premium in-app formats. -Real-time insights enable mid-campaign adjustments. -Creative quality is crucial for engaging consumers. -Shifting incentives from cost to value is essential for advertisers. Chapters 00:00 The Rise of Attention Metrics in Mobile Advertising 06:04 Enhancing Campaign Effectiveness with Attention Metrics 11:55 Best Practices for Implementing Attention Metrics

In this episode of the Advertising Forum, the discussion revolves around the challenges and strategies in mobile growth, particularly focusing on privacy issues, the importance of partnerships, and how brands can prove the value of their mobile app investments. Experts Phil Golas (Spark Foundry) and Sammy Fisher (InMobi) share insights on navigating the mobile ecosystem, emphasizing the need for trust, transparency, and collaboration among brands, agencies, and technology partners. Takeaways -Privacy has evolved rapidly in the last few years. -Trust and transparency are crucial for consumer engagement. -Brands must adapt to the removal of IDFA for targeting. -60% of Apple users will opt in if prompted correctly. -Collaboration among partners enhances app growth strategies. -Brands should leverage first-party data for insights. -Education is vital for brands navigating mobile challenges. -Selecting specialized partners can drive better results. -In-person networking is valuable for industry insights. -Staying updated on trends is essential for success. Chapters 00:00 Introduction to Mobile Growth Challenges 02:14 Navigating Privacy Challenges in Mobile Growth 06:06 Proving the Value of Mobile App Investments 08:14 Selecting the Right Partners for App Growth 11:12 Building Strong Partnerships for Success 13:46 Staying Updated on Trends in App Growth

Phil Golas (Spark Foundry), and Sammy Fisher (InMobi) discuss the emerging trends in mobile app growth and loyalty programs. They explore how personalization, gamification, and deeper content development are shaping the app ecosystem. The conversation highlights the importance of mobile apps in the omnichannel strategy, emphasizing their role as a gateway to customer engagement. The speakers also dig deep into the benefits of strategic investments in mobile apps and loyalty programs for brands and consumers alike, and outline the key ingredients for a successful mobile growth strategy. Takeaways: -Personalization is a key trend in mobile app growth. -Gamification is being widely adopted in loyalty programs. -The pandemic accelerated the need for omnichannel strategies. -Mobile apps serve as a gateway for customer engagement. -65% of mobile time is spent within apps, not walled gardens. -Brands are investing more in mobile in-app supply. -Successful mobile strategies require acquisition, engagement, and retention. -Loyalty programs can create brand advocates among consumers. -Understanding customer needs is crucial for delivering value. -Seamless experiences enhance customer loyalty and satisfaction. Chapters: 00:00 Emerging Trends in Mobile App Growth 04:14 The Role of Mobile Apps in Omnichannel Strategy 07:06 Benefits of Mobile App and Loyalty Programs 10:06 Key Ingredients for a Successful Mobile Strategy

Andy Batkin, CEO of Duration Media, discusses the importance of curation in digital advertising, emphasizing how it benefits both advertisers and publishers. He highlights the need for transparency and control for publishers, and how Duration Media's technology empowers them to optimize their inventory. The discussion also touches on the role of machine learning and sustainability in the industry, showcasing how Duration Media is committed to reducing carbon emissions while driving incremental revenue. Takeaways Curation enhances revenue streams for both advertisers and publishers. Publishers can extend their reach through curated marketplaces. Control and transparency are critical for publishers in ad tech. Duration Media's Sequency tech empowers publishers with curation. Real-time viewability measurement is a key innovation. Sustainability is becoming increasingly important in advertising. AdNet Zero supports the goal of reducing carbon emissions. Reducing bid requests can significantly lower carbon footprint. Third-party measurement of carbon reduction is on the horizon. Purpose and profit can align in the advertising ecosystem. Chapters 00:00 Introduction to Incremental Revenue and Curation 04:52 Empowering Publishers with Control and Transparency 09:55 Leveraging Technology for Incremental Revenue 14:06 Sustainability in Digital Advertising

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

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.

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.