Open Market LUMA Recap and the 4 Big Advertising Trends
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Jun 4, 2025 Diving into major advertising trends, the hosts discuss the shift towards outcome-based metrics in the ad market and the surge of AI-driven startups. They explore the struggles of traditional ad tech against the backdrop of an evolving open internet. The rise of creators is emphasized as a pivotal force in this landscape. With a focus on transparency and collaboration, the conversation highlights how an optimistic mindset can drive innovation and efficiency in the industry.
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The Outcomes Era Shift
- The outcomes era shifts focus from proxy metrics to real results advertisers want.
- Walled gardens like Google and Meta lead this with promises to deliver specified outcomes.
Need for Open Internet Champions
- Open internet ad tech needs strong champions to compete with walled gardens.
- Collective defense and clear narratives are key to winning against dominant platforms.
Unilever's Creator Spend Surge
- Unilever plans to increase spending on creators 20x due to strong ROI.
- Creators move product authentically, making them crucial in marketing strategies.