AdExchanger

Digital Content Next CEO Jason Kint shares insights from inside the courtroom during closing arguments in US v. Google, ad tech antitrust edition. Plus: Kint noodles on potential remedies in the search antitrust case against Google.

When social media platform Nextdoor launched advertising in 2017, CEO Nirav Tolia declared it would be a $1 billion business by 2020. That didn’t happen. Nextdoor generated $66 million overall in Q3 of this year, and Tolia chides himself for his hyperbole. But Nextdoor has an ambitious plan for advertising growth.

Former Dentsu CEO Wendy Clark, current president of consulting group Consello, sees the renewed controversy around principal-based buying as a symptom of a more fundamental issue: the lack of open dialogue between brands and their agencies.

In this discussion, Richard Kramer, the founder of Arete Research and a keen observer of the online advertising landscape, proposes turning Google's network business into a nonprofit to enhance transparency. He explores the ethical concerns in tech analysis and delves into the evolving U.S. antitrust environment. Kramer emphasizes that this transformation could foster a fairer ad ecosystem for consumers and local publishers while addressing systemic issues. He also touches on the importance of attention in gaming advertising and forecasts future trends in the industry.

Mike Ryan, Head of E-commerce Insights at Smarter Ecommerce, delves into the intricacies of Google Performance Max campaigns, revealing key insights for advertisers. He discusses the evolution of Smarter Ecommerce from humble beginnings and shares personal stories about relocating to Austria. The conversation also explores the regulatory landscape impacting big tech, particularly challenges faced by Google. Ryan emphasizes the need for a balanced approach to new marketing technologies and predicts shifts in e-commerce as the holiday season approaches.

Joy Howard, CMO of Back Market and former marketing leader at Sonos and Patagonia, discusses her transition from promoting new gadgets to championing refurbished electronics. The conversation highlights the environmental benefits of choosing secondhand devices and addresses the shift in consumer values towards sustainability. Joy shares insights into innovative campaigns like 'Downgrade Now,' which challenges typical consumer habits, and explores the evolving landscape of trust in advertising, particularly in the context of traditional media versus social platforms.

Bill Watkins, the CRO of Pinterest, dives into the platform's transformation into a performance marketing powerhouse. He discusses the ambitious investment in lower-funnel advertising, showcasing tools like Performance Plus that enhance user engagement. Watkins also highlights Pinterest's commitment to positivity and mental well-being in contrast to other social media platforms. He explores the challenges marketers face with giants like Meta and Google and emphasizes Pinterest's unique approach to creating a healthier digital environment.

In this engaging conversation, Lindsay Van Kirk, SVP and GM of Decipher at Dotdash Meredith, shares her journey from ad tech roles at AppNexus to leading contextual targeting solutions. She critiques the cookie-based systems she once supported, advocating for more reliable contextual tools. As she discusses the impact of Google's cookie policy changes, Lindsay emphasizes the success of Decipher in optimizing advertising strategies and enhancing collaboration between buyers and publishers, creating a thriving ad ecosystem.

Omar Tawakol, a serial entrepreneur known for selling BlueKai to Oracle, shares insights on his latest venture, a virtual product placement startup called Rembrand. He discusses the evolution of advertising technology, the shift towards privacy-focused strategies, and the unexpected closure of Oracle Advertising Services. Tawakol reflects on his entrepreneurial journey, the complexities of patent innovation, and how AI is revolutionizing product placements, emphasizing a more integrated and consumer-friendly advertising approach.

Covering Google’s ad tech antitrust trial in Virginia is surreal for anyone who’s been in ad tech as long as Ari Paparo. He knows most of the people on the stand.