Adrian Velthuis

It’s upfronts week, with many of the big TV networks, from NBCUniversal, to Fox to Disney, and Warner Bros. Discovery hosting their annual presentations. Streaming giants Netflix and Amazon are also joining the festivities.   Measurement is emerging as an important part of this upfronts season, as advertisers are searching for more than just scale — they want to tie measurement and attribution data back to business results — meaning there is a bigger focus on the full loop from reach to conversion. Add in all the jockeying to be the dominant measurement currency and there’s a lot to talk about - with perhaps nothing more foundational than #identityresolution (especially for the connected household). It was a pleasure to join Chris Brooklier from The Trade Desk to talk about all of these things--and how Blockgraph is playing the important role of "data draino" unclogging the pipes of addressable television (credit Jonathan Heller). #householdidentity #measurement #attribution #signalloss #connectedTV #privacy

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I’ll be there! Come join us! #webinar #CivicScience #insights #data #trends #intelligence #marketresearch #mrx #consumerbehavior #advertising #consumerinsights #consumerintelligence

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I had an absolute blast today discussing increased demand and enthusiasm in the ad market at Viva Technology. Loved having the opportunity to delve into topics like trust, streaming, and generative AI alongside Milka Privodanova, David A Steinberg, Adam Bishop, and Tom Pepper on an amazing panel. Thank you! #VivaTechnology #AdMarket #AI #TechTalks (To get into the spirit of things, I let AI write this post)

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Exciting times in the world of marketing measurement! Check out this insightful article from AdExchanger discussing the resurgence of Marketing Mix Modeling (MMM) and how Google's Meridian is carving out its space in the conversation 👉 https://buff.ly/3QFRIOb

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No matter how great the underlying strategy is, ad creative has a major impact on the performance of CTV campaigns. That's why we're teaming up with experts from Innovid, Spaceback, and Sharethrough to discuss CTV creative best practices. Register for tomorrow’s webinar to get all the details: https://lnkd.in/gMgAt6St Can’t attend? No problem. We'll share the recording and additional resources for upping ROAS with all registrants. #conntectedtv #advertising #streamingmedia

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Streaming is surpassing cable, and it's likely due to the control that viewers have over what they watch and when (along with other factors). I know I sure do subscribe to quite a few services which gets expensive. IAB CEO David Cohen told Axios, "I think that there's a lot to be said for the power of the bundle. Consumers are not going to subscribe to seven or eight things, they simply can't afford that." We have to start adding layers. Investing in streaming isn't enough — we also need to add bundles that make financial sense to consumers who are now faced with the task of choosing which services they can afford. #IAB #Streaming #Bundles #StreamingServices

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I'll be speaking at Programmatic IO on May 21st! If you want to learn more about custom algorithms, when you should consider them, and how you can implement then, this session is for you. https://lnkd.in/euNZNjG6

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I enjoyed speaking to Dan Meier from VideoWeek about the new Publica by IAS CTV white paper, explaining how TV OEMs, AVOD & FAST services can build more intelligent ad breaks, and grow their advertising revenues. Link to download the CTV white paper in the comments below... 👇 #CTV #AdServing #SSAI #AVOD #FAST #Streaming #Programmatic

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Why is everyone obsessed with making Google's Privacy Sandbox successful? Criteo found that "the Privacy Sandbox creates an enormous advantage for Google’s advertising business, including putting Google Ad Manager in a position to boost its market share from 23% to 83%." And as if to be a consolation prize, Todd Parsons offered, "... one thing that would help level the playing field at least somewhat, however, is if everyone in the online ad ecosystem, including publishers and other ad tech vendors, would engage in more rigorous testing." Folks ... the digital advertising industry needs an independent personal data security system that, without conflict, protects the interests of publishers, advertisers and consumers. It is in no one's best interests to adopt privacy-enhancing technologies from organizations that profit from processing personal data. Period.

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Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging

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Snap Inc. reported Q1 2024 Earnings today. We’ve made significant investments over the past couple of years to bring more value to our advertising partners and connection to our community. Great to see that reflected in results and a massive thanks to everyone who’s played a part! 🚀Community continues to flourish with 422M DAUs which has grown by double digit % consistently over the past 5 years. 🛜 lower funnel performance products keep getting better with investments in signal and ranking improvements (CAPI, 3P partnerships, audience/product relevance) - more details on this below 👇🏼 📈 Revenue increased 21% YoY from community growth, new ad solutions and improved ad performance 🎨 Creators are flocking to Snap as they can engage deeply with their community and easily create authentic content. Time spent on creator stories are up 55%! We’re building out more features, partnerships, and API integrations to scale it further.

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AI made a splash at Cannes Lions this year, and Zeta was right in the mix! Our CEO David A. Steinberg discussed our partnership with Amazon and how Zeta's Intelligent Agent platform has developed over 300 agents for marketers. This platform is revolutionizing data science and audience insights. Read more in this Digiday article! #CannesLions #AI #MarTech https://lnkd.in/epXXrcAN

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In a recent piece for AdExchanger, SafeGuard Privacy Co-Founder and CEO Richy Glassberg discusses the need for consistent, industry-wide privacy standards. Richy is one of our esteemed speakers for the #NAISummit. At the summit, he will give more insights into the future of the ad-tech industry.   Richy notes, “There are new requirements around what advertisers’ partners can and cannot do with consumers’ personal information. But it’s up to advertisers to ensure these requirements are met.”   Read the full piece: https://lnkd.in/eSEvAmXq   Register for the summit here: https://lnkd.in/gRJ-7SFz #movingprivacyforward

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Wow, this is great to see from the Roku team who want to bring increased transparency to programmatic CTV ad buys. 👏 With the Roku Exchange, programmatic buyers can access the same data as direct buyers, Louqman Parampath told AdExchanger, such as the length of ad breaks and when those breaks happen within a particular stream. Programmatic buyers also get more metadata about networks and channels, including genre. More here from Alyssa Boyle. #CTV #AVOD #FAST #Streaming #Programmatic #AdTech

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OUTBRAIN Outbrain is nearing a deal to acquire or merge with Teads, owned by Altice. The negotiations are advanced but not yet finalized, and the deal could still fall through or face competition from another bidder. Article: https://lnkd.in/g8sPp9kY

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If you work in AdTech sales or marketing, and talk about programmatic a lot but don't yet know the origin of the IAB Tech Lab protocol that facilitates it, I highly recommend taking a listen to this Marketecture Media podcast between Ari Paparo & Bill Simmons, who launched it back in 2010. The discussion gets into the weeds of why a protocol was needed, who the first DSPs and SSPs were to support it, and how it has gone from 6 pages, to over a 100 as more digital channels such as CTV & DOOH embrace programmatic trading. It was good to hear them talking about some of the names in AdTech we no longer hear also such as Turn, DataXu, The Rubicon Project, Nexage, AppNexus et al as they set the scene... #DigitalAdvertising #Programmatic #AdTech #DSP #SSP

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✅🖥️ AdExchanger (6/28): “AdExchanger: What about digital-native brands that want to treat streaming TV like a performance marketing channel? Gartner: Competent performance marketers are starting to embrace streaming, including using it to compare incrementality with the rest of their buys. Their dollars are helping contribute to the maturation of the market. At the same time, there’s a big difference between CTV and over-the-top (OTT). Because OTT encompasses devices other than television sets, like phones and desktops, there’s more signal and attribution there that’ll attract direct response advertisers. People still don’t interrupt their TV viewing sessions very often to go and buy things, but when they do, it’s much more likely to happen on a personal device, not a TV screen. AdExchanger: What streaming trends will dominate for the remainder of the year? Gartner: The digital-native platforms are taking control of connected TV – and it’s not just the new entrants to ad-supported streaming, like Netflix and Prime Video. YouTube’s grip continues to tighten on the CTV market. TV programmers and digital platforms will continue to compete for streaming ad dollars by trying to differentiate themselves. Ad load is an especially big question streamers are trying to tackle right now.” ⬇️ #streaming #ctv #ott #upfronts #avod #fast

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AI Video will change the way brands approach video marketing. My thoughts in the article below.

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💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

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