Lara Cherem’s Post

"Publishers have been saying since the dawn of programmatic that they need to band together to enable scale for advertisers and compete with the walled gardens." I beg to differ. If that was true, we would have had powerful media environments keeping control of inventory and assets... since the dawn of programmatic. Publishers have actually done the opposite. They have been their own worst enemies, to the point where they have been slowing down their own alliances by not choosing to leverage them as the unique entry points to their inventory. They failed to create exclusivity and scarcity by keeping their feet in dozens of shoes at the same time. The Trade Desk's solution is far from ideal, from a media owner perspective. For years, I have been an advocate for media companies' O&O advertising environments, so I am not saying this lightly. But there isn't anything wrong with developing solutions to provide the best possible ad environments for your advertisers. Especially if those that own these environments, create the experiences and content that attract audiences, and develop and maintain the engagement with them, fail to work together effectively. It is not too late for media companies to invert that trend and prove me wrong but please, don't blame The Trade Desk or those ad tech companies that provide curated marketplaces. I wrote a newsletter issue on the topic (link in the comment below). #media #advertising #marketing #adtech #monetisation #strategy #programmatic #userexperience #engagement #contextual #audience #data #privacy https://lnkd.in/e-G3-uWZ

"Only $0.36 of each $1.00 that goes into a DSP reaches a consumer, the study found." Where does the other $0.64 go? Seems like a sound "investment". Here's one more >> "Of the $88 billion spent on open web programmatic ads, $22 billion is wasteful or unproductive, a study by the Association of National Advertisers (ANA) found." Carry on. (Or, give me a call and shift a portion of your budget to something you can actually own.) https://lnkd.in/esAAYwJ7 #creative #agency #brand #marketing #storytelling #makebetterinvestments

📰 𝐀𝐭𝐭𝐞𝐧𝐭𝐢𝐨𝐧 𝐢𝐬 𝐭𝐡𝐞 𝐊𝐞𝐲 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠 𝐌𝐞𝐭𝐫𝐢𝐜 𝐟𝐨𝐫 𝐍𝐞𝐰𝐬 𝐏𝐮𝐛𝐥𝐢𝐬𝐡𝐞𝐫𝐬 Insightful article from Gabriel Dorosz from The New York Times — the ad environment that quality publishers provide matters much more than current value structures recognize, and evaluating quality based on attention can change this. Attention metrics (like we at Smartico offer with our Smart Ads Attention Dashboard especially for local publishers and their SMB advertisers) provide a much easier way for advertisers to identify high-quality inventory options and reshape the industry’s understanding of ad effectiveness for campaigns on quality publishers. Great to see that big players like NYT are focusing fully on attention as a key metric they sell!

2024 Outlook: How Ad Tech Is Redefining Programmatic Advertising Strategies Let's start with some eye-popping stats: In 2021, U.S. advertisers flexed their financial muscle, splurging a jaw-dropping $106 billion on programmatic ads. And guess what? The forecast for 2024 is even more mind-blowing, soaring to a whopping $161.96 billion! Talk about an industry on fire! But hold on to your hats. There's a twist in the tale: the looming reduction of third-party cookies. It's a game-changer, for sure, but fear not! We're diving deep into the world of contextual advertising precision to navigate this shift like seasoned captains of the digital seas. Picture this: AI-driven solutions and dynamic creative optimization are our trusty compasses, guiding us towards targeting precision nirvana. Say goodbye to generic ads and hello to campaigns that resonate with your audience on a deeply personal level. Now, let's talk strategy. Data-centric approaches and personalization are our secret weapons in this ever-evolving battlefield. We're not just chasing trends; we're shaping them, one personalized ad at a time. And hey, have you heard about the untapped goldmine that is gaming and audio advertising? With global gaming revenue soaring past $300 billion and the rise of mobile audio consumption, there's never been a better time to explore these lucrative avenues. So, here's the deal: 2024 is not just another year in the ad tech calendar. It's a year of collaboration, agility, and innovation. It's a year where we redefine what it means to be consumer-centric, transparent, and efficient. And most importantly, it's a year where we, as pioneers of the digital frontier, shape the future of advertising together. #Xaria #AdTech #trends #marketing

A year ago, we entered an exclusive partnership with Adform to elevate the programmatic advertising we offer our clients. The results have been lower costs and increased efficiency, and a spike in important KPI's like CPC, CTR and impressions 📈 Read more about the partnership and results achieved in the blog post below! 👇 Julie Kaardal Lepsøe Patrick Delgado Laura-Aika Maro Jan Berthrand Danielsen #adtech #proptech #realestatemarketing #marketinginnovation #programmatic #digitalmarketing

Are you aiming to maximize ROI as an advertiser or boost ad revenue as a publisher? Let’s make it happen with Ad Exchange! If you're wondering "What is Ad Exchange?" and how it can revolutionize your digital marketing efforts, We've put together a comprehensive guide that will help you understand the power of ad exchanges and how they can be beneficial for you as a publisher and as an advertiser. In this blog, we'll walk you through the basics of ad exchange and reveal the top 5 ad exchanges you need to know about! By leveraging the power of ad exchanges, you can reach your target audience more effectively, increase your ad visibility, and maximize your ROI. Click the link below to dive into our blog post! 🔗 https://bit.ly/49wBmP6 #GenieeInternationalGroup  #Programmaticadvertising #GoogleAdSense #GoogleAdx #WebsiteRevenue #GoogleAdExchange

Curation: Game-Changer or Just Hype? Alright, let’s dig into the latest ad-tech buzzword—‘curation.’ here’s the gist: digital advertisers are pushing ‘curated’ services, offering premium, hand-picked ad placements. It’s like getting a VIP pass to the internet. But hang on, is this really new or just a repackaged version of old ad networks? Once upon a time, programmatic ads promised us seamless access to the entire web. Now, curation seems to be about avoiding the dodgy sites and focusing on quality (“biggest”) media giants. Sounds posh, but what about the smaller players? Curation is another nail in the coffin of the open web. A select few might cash in, leaving others out. Here’s the kicker—despite all the buzz, there’s more industry talk than actual client buy-in. So, is ‘curation’ a genuine breakthrough or just marketing fluff? Only time will tell. Is curation the future of ad-tech, or are we just putting old wine in new bottles? #AdTech #DigitalMarketing #Curation #Advertising #OpenWeb 

Programmatic digital display ad spend will grow three times as fast as nonprogrammatic in 2024 https://buff.ly/3SJoJsN #DigitalMarketing

On Wednesday IAB Europe released their 'Attitudes to Programmatic Advertising Report 2024', highlighting the top contender for replacing 3rd party cookies: context No surprises here - it works. Ads placed on premium, trusted sites, particularly news platforms, not only boost visibility but drive deeper engagement and build brand trust. At Teads, our research shows contextually aligned ads are a game changer, grabbing more attention, improving recall, and driving positive sentiment. Seamless, unintrusive experiences creates wins for marketers and consumers alike. Find out more in my blog post: https://hubs.li/Q02Xfd0d0 #teads #contextual #advertisingeffectiveness #brandtrust

Performance Marketing Day 02 Ad Exchange: Let’s simplify this process and let me explain in a way that a 10 standard students can also understand. What is Ad Exchange? Ad Exchange in the Ad Tech world is the intermediary of the digital ad-buying space. On one side there is a demand for Ads space from the Ad agencies, Advertisers and Demand side platforms ( DSPs ). On the other side there is supply from Ad networks, publishers, and supply-side platforms ( SSPs ). Together this components allow ad inventory to be bought and sold. Common examples of Ad exchanges include Google Ad exchange, AppNexus,Verizon Media among others. What Ad exchange do? It will provide publishers with a place to make ad inventory available to buyers. SSPs supply inventory that can be bid on, while DSPs bid on this inventory. Benefits of Ad Exchange: It is regulated and public so ensures transparency in the process of inventory exchange. Publishers post the minimum price they will accept ( floor price ) for an impression. Meanwhile advertisers set the highest price they will pay for that impression. This allow the automated exchange where the most ideal scenarios for both parties met. Automated bidding allow advertisers to buy inventories across multiple channels rather one by one negotiating manually. Essentially Ad Exchanges optimize inventory for maximum profit. Additional benefits by Ad Exchange ✅ Gives more control over Ads and cost : choice of Ad placement, formats and minimum cpm cost gives more flexibility to run campaign. ✅ Ad Filtering and Ad Blocking: Publishers can control the quality of the Ads and reduce frauds. 3 kind of exchanges are available 1) Open Ad Exchange 2) Private Ad Exchange 3) Preferred Ad Exchange I hope you can get understanding this concept 🙌 If you need more performance marketing contents then click the 🛎️ icon and share this with your network. #performancemarketing