AdExchanger

Agencies now have more breathing room to think carefully and be strategic about signal loss solutions, because signal loss isn’t just a third-party cookie thing, says Sisi Zhang, chief data and analytics officer at Razorfish. Specifically, she says, brands need to spend more time testing alternative identifiers.

It’s not easy competing for business with massive holding companies (which are only getting more massive). But the Omnicom-IPG deal “also creates opportunities for the rest of us,” says Remy Stiles, North America CEO of programmatic agency Kepler.

What do toasters have in common with transparency and online advertising standards? Quite a lot, actually, says Ben Hovaness, chief media officer at OMD Worldwide. If you can trust a set of standards – and companies conform to them – the less transparency you need. It’s like when you plug in a new toaster. “You’re not worried that it's going to burst into flames and destroy your home,” Hovaness says.

Performance marketing can become a crutch for some brands, warns Duolingo CMO Manu Orssaud, especially app-based businesses that are under pressure to show rapid growth. That’s why Duolingo makes organic marketing a top priority.

Tune into the first episode of the year with guest Andrew Frank, VP and distinguished analyst at research firm Gartner. We cover a lot of ground, from the impact of multiple major Big Tech antitrust trials to practical AI use cases (minus the BS).

Scott McKinley, CEO and founder of Truthset, and former Olympic cyclist, discusses his journey from sports to data validation. He addresses the critical issue of low data quality in digital advertising, emphasizing its impact on campaigns. McKinley highlights the evolving ad tech landscape, calling for innovation in data integrity and audience insights. He also explores the challenges traditional media faces and the importance of transparency and privacy in data practices, urging a shift towards quality and efficiency in marketing strategies.

Feels like we’ve been waiting for the convergence of ad tech and mar tech forever. But it’s finally starting to happen, and the time couldn’t be more ripe, says Heather Macaulay, president of product-focused consultancy MadTech.

Olivia Kory, Head of Strategy at House and a seasoned expert in ad tech, shares her insights on incrementality testing and its critical role in evaluating advertising effectiveness. She delves into the complexities of measuring causal relationships in digital campaigns, especially post-iOS 14. Olivia discusses the evolution of ad tech and the importance of rigorous testing for reliable assessments. She also highlights the contrasting advertising strategies of platforms like Instagram and TikTok, emphasizing the need for brands to creatively adapt in a constantly changing landscape.

Jared Belsky, CEO and co-founder of Acadia, fights for transparency in digital marketing. He dives into the complexities of media arbitrage, questioning its ethical implications. The conversation covers the urgency of clarity in agency-client relationships and the challenges faced by smaller brands. Belsky also discusses his entrepreneurial journey, highlighting innovative marketing strategies within industry monopolies. The episode advocates for a shift towards principled media buying and rebuilding trust in advertising practices.

JP Jansen, SVP of Marketing and CMO at Mars Pet Nutrition, shares insights on the delicate balance of personalization in marketing. He emphasizes that over-targeting can hinder growth by limiting customer reach. The conversation dives into innovative marketing strategies within the pet care industry, addressing how brands should adapt to evolving consumer data. Jansen also discusses the impact of retail media networks and the importance of maintaining empathy in marketing, particularly during sensitive moments like a pet's passing.