Brad Simms

Oracle is shutting down its advertising business after REVENUE declined from $2 billion to $300 million. ➡ The decision to shut down the advertising business was sudden and there was no warning to employees. ➡ The decline of Oracle's advertising business is attributed to a number of factors, including the Cambridge Analytica scandal, GDPR regulations, and internal competition from Oracle's healthcare business. ➡ Other companies in the advertising industry are positioned to benefit from Oracle's exit. Read more in the article: https://lnkd.in/e96JEauY #adtech #oracle

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Digital ad spend is expected to grow about 10% in both 2024 and 2025, led by continued growth in connected TV (CTV) and especially retail media, as partnerships between media companies and retailers have steadily increased in the last few years. #mediaplanning #mediabuying

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Retail media has emerged as the fastest-growing ad channel in the United States, experiencing a remarkable growth rate of 26.0% this year and capturing 14.1% of total US media spend. By 2028, nearly one in five ad dollars in the US will be devoted to retail media. This rapid growth emphasizes the importance of RMNs as a critical tactic of the marketing mix. However, despite this growth, RMNs face several key challenges...

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While cookies are phasing out, retail media is ramping up to provide alternative opportunities to reach target audiences. (84%) US marketers said they are more likely to invest in retail media. #firstpartydata #retailmedia #nonendemicadvertising #advertising #adplatforms https://lnkd.in/gANqzZ85

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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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This week, Mark Donnigan and I discuss [ 🎙 https://lnkd.in/e8xZH8j5] ad tech and how some SSPs are packaging CTV inventory into curated, omnichannel deals, resulting in CTV inventory being attached to less desirable content. While SSP auctions allow buyers to tailor bids to media quality, buyers could bid highly on packages with only some premium inventory. We also detail the report that Disney has been striking deals that call for significant rollbacks in CPM rates, discounting them by as much as 10-15%. With Amazon Prime Video’s recent decision to make its basic streaming service ad-supported and Netflix offering ads, there is a significant increase in digital ad inventory available, driving down pricing. We also show that nothing comes close to the TV viewership of NFL games compared to sports viewership numbers from the NHL, MLB, WNBA, NBA, Formula 1, U.S. Open, Indy 500, UFL and Premier League. We break out the average TV viewership numbers for NFL games across all broadcast channels for the 2022-2023 season and what will change this year when both NFL Christmas games will be on Netflix, resulting in what we expect to be the largest live-streaming event ever in the US. Finally, we talk about the history of StackPath and its announcement it has shut down the company and will liquidate its assets. Listen here: https://lnkd.in/e8xZH8j5

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More than just media.

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How can ad agencies leverage #AI to enhance user engagement and loyalty? AI-driven tools allow ad agencies to automate tasks such as data analysis, content creation, and customer relationship management, boosting productivity and streamlining operations. In this article, Dave Otis SVP of Independent US Agencies at Seedtag, discusses how agencies can use AI to create ad experiences that align with their audience's unique preferences. Learn more: https://lnkd.in/eqyxf2ng #AdAgencies #GenAI #AdTechBlog #AudienceEngagement

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9 Leading Retail Media Networks Compared: Who is Leading, and Who is Lagging Behind? Our analysis of 9 leading retail media networks reveals a staggering performance gap. While Amazon and Walmart are dominating with sponsored products on nearly every search, retailers like Best Buy, Lowe's, and Albertsons are severely lagging behind. What is the key success driver here? It's mostly a demand issue. Those retailers who only serve Sponsored Products for a fraction of all searches have challenges in selling their inventory. How can you solve the demand issue? Through our retail media Supply-Side Platform (SSP), you can connect multiple demand sources, such as Retail Media Demand-Side Platforms (DSPs) and ad networks, to access readily available budgets. Comment below if you'd like to receive our full report with many more insights on the top 9 Retail Media Networks (RMNs).

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Oracle Advertising's imminent shutdown signals a significant shift in the adtech and martech landscape. The industry is evolving towards centralized data lakes such as Snowflake and Databricks, powered by Composable CDPs like True Story Public Relations client ActionIQ. Today in ADWEEK, Zachary Van Doren, ActionIQ's Head of Strategy, Identity, and Adtech, sheds light on Oracle's missteps and outlines opportunities for brands to craft more intelligent, first-party data-driven strategies. #Adtech #Martech #CDP #DataDrivenMarketing

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Artificial Intelligence, the future of measurement and privacy regulations are just some of the issues we’re discussing on Day 2 of the IAB Tech Lab Summit. #TheEndOfTheBeginning

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Excellent read from Jonathan Mendez on how Martech and AdTech are converging around 1st party (customer or publisher) data use cases enabled by the cloud. This is a narrative and shift that all marketers should study and better understand as the applications are wide ranging. With the power of GAI and the cloud combining , complex and huge data sets will become far easier to process enabling the ease of building: - personalisation at scale models - automated activation for marketing use cases - custom attribution and measurement models for sku level complex categories like commerce - custom data visualisation to democratise access to insights across the org - personalised omni-channel customer and product experience https://lnkd.in/esXm4eXW

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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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How can you leverage the power of contextual advertising and first-party data? 💡 First-party data, collected with user consent, lacks scalability and precision when used alone. Contextual advertising, on the other hand, offers scalability and enables custom audience creation, leading to more impactful advertising beyond traditional metrics. Combining and leveraging first-party data with contextual advertising allows marketers to refine their strategies further, and empowers marketers to create high-impact campaigns while respecting user privacy. Learn more: https://lnkd.in/eF6WYsHH #ContextualAdvertising #FirstPartyData #PrivacyFirst Seedtag

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Google rolls out AI overviews in US search results with SGE! 🌐 The new Gemini model provides concise, detailed answers to complex queries, enhancing your search experience. No more sifting through long articles—get relevant info right at the top! https://lnkd.in/eQGFykTv #GoogleSGE #AI #SearchTech #SEO #SGE #gemini

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LinkedIn's venture into Connected TV (CTV) advertising highlights a significant shift in B2B marketing, aiming to intersect personal and professional lives of users. By tapping into streaming platforms such as Roku, Samsung, and NBCUniversal, LinkedIn provides its B2B marketers with an innovative channel to engage with audiences beyond the typical work environment. This expansion underlines the platform's unique approach—utilizing detailed user data to target ads more effectively, based on professional roles and workplace information. Explore how LinkedIn’s new CTV placements can enhance your B2B marketing efforts. Learn more: https://buff.ly/3PSDLfa #marketing #advertising #digitalmarketing #content #cmo

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ID Comms helps media teams achieve simplicity by focusing on the most meaningful factors that drive value with Digital Control™️. As David Indo highlights, our digital audit proposition centers on three key observations: 🔎 Transparency: Knowing exactly where your money goes. 💸 Quality: Minimizing wastage in the media supply chain. 📈 Optimization: Maximizing the impact of your advertising spend. Through this framework, we empower brands to minimize risk and improve the value of their media investments. #MediaInvestment #DigitalControl #Transparency #Optimization #IDComms #BrandsDeserveBetterMedia

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Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

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