Rachel Acker

Your digital advertising just got a privacy reboot 🔒 Discover how data clean rooms enable brands and publishers to securely collaborate on audience insights while protecting customer data. LiveRamp's new guide explores 12 ways that top marketers: ✨ Build richer profiles from data locked in silos 🎯 Optimize targeting and frequency across walled gardens 📊 Measure granular ROAS and incrementality metrics Learn how smart marketers are turning signal loss into business wins: https://lnkd.in/d-xFJP_q #datacollaboration #dataprivacy #measurement

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Sign up now for our webinar on June 5th on the exciting developments in leveraging first party data using LiveRamp to achieve stronger ROI.

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Netflix is the latest titan to recognize the value of programmatic advertising with the announcement of its strategy to distribute unsold OTT/CTV ad space across several different providers. The Trade Desk, Google DV360, Magnite are cited as the next batch of providers. Up until now, CTV media buyers had to go through Microsoft Xandr DSP or book with Netflix publisher-direct. It reminds me of the moment when Lamar Advertising Company took the same bold step to ensure their unsold space was programmatically available in top notch, third party SSP platforms like Place Exchange and others. It’s a rite of passage. Expanding the surface area of buy-side and sell-side platforms unlocks massive revenue dollars, when done right. Some of the smartest people in the world of business work at Netflix. This is proof of that. Many hands make light work! This layers on a new dimension for marketers when they say that they can now “Netflix and Chilll”. 📺😎👏🏼 #programmaticadvertising #ctv #innovation #followthemoney https://lnkd.in/gJU9ytZi

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Great article from The Wall Street Journal Sarah Krouse and Antenna data. This should put an even greater emphasis on the cancellation process (or even better pause process) as well as new ways to win them back. Can’t be about making it hard to leave because consumers will remember that when the next show they want to watch is back (what does “must-see” mean anymore?) perhaps without the need of governemnts “assistance” in getting us there. And to the broader point of the article and Antennas work, Reclaim will join Retain as the third foot for a successful business model (joining Win of course) The opportunity to provide a more holistic, simpler experience for the consumer is right in front of us and just requires industry players to reject the “but that’s not how weve done things” mentality. From subscription management to content discovery - it all comes back to making the experience simpler for the consumer. Jonathan Carson - looking forward to diving into this all on tomorrow’s panel!

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🎙️ Check out our latest podcast episode! We're diving into the two biggest topics in ad tech: the Google antitrust trial and the US presidential election—key issues for our democracy. As the trial approaches its conclusion, our editorial team shares insights from Programmatic I/O and explores the potential fallout. What if Google has to spin off part of its ad business? What would that mean for the ad tech ecosystem? What if they win? Don't miss this discussion!

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“Advertisers are naturally drawn to the promise of advanced targeting capabilities and deeper audience insights, and we anticipate that the smart TV OS trend will only gain momentum. We should expect notable shifts in ad spend budgets and dollars in the coming months and years.” Matt Krepsik, CEO of MediaRadar, Inc., commented in MediaPost about The Trade Desk's new streaming TV OS, Ventura. Check it out! https://gag.gl/QWp40o #MediaRadar #MediaPost #AdvertisingIntelligence #AdTech #StreamingTV

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Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gBPjigx6

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🎉 Really excited about this one.... An interesting thing is happening in the performance marketing ecosystem: digital media has become slower and more aggregated in terms of feedback, while OOH and DOOH have become more granular with faster reporting, meaning there's a 'meeting in the middle' and OOH is earning its rightful place in the sales funnel. There's a lot to unpack, but looking forward to chatting on it! #performancemarketing #ooh

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As viewer habits continue to shift on Connected TV (CTV), advertisers must do everything to not fall behind. Streaming services now account for 41.4% of TV viewing, meaning there’s a significant opportunity to rethink marketing and ad strategies in this space. Balancing ad load is a necessity. While a slight decrease in ads per hour is encouraging, it’s important to avoid overwhelming viewers. With viewing sessions increasing nearly 7% year-over-year, this is a prime opportunity for brands to engage audiences more effectively. Transitioning budgets from linear to CTV is not just strategic but necessary. #CTV #Advertising #MarketingStrategy #ViewerEngagement #Marketing

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Why should political buyers warm up to CTV this season? Magnite's Head of Political Demand Erik Brydges spoke to AdExchanger about how political buyers are effectively using programmatic and ACR data.

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Vegas bound for #CES2025. Can’t wait to see you all bouncing around the Aria, and at the OpenAP Audience Summit. Details👇 -Audiences, Attention & AI in a Fragmented Web of Video Experiences with Joe Marchese, Jeffrey Katzenberg, & Michael Kassan -Streaming as a Brand Performance Channel: A Fireside Chat with Amazon’s Krishan Bhatia & Michael Kassan -More Than a Numbers Game: Utilizing Data to Drive Representation of Audiences in Media with TelevisaUnivision's Donna Speciale, dentsu's Cara Lewis, and Group M's Gonzalo del Fa - More Platforms, More Problems? Reaching Strategic Audiences in Data-Driven Video with Warner Bros. Discovery's David Porter, Mediahub's Mike Piner, Axios Pro's Kerry Flynn, & Disney's Lexi Swift - The Power of 1st Party Data for Reaching & Measuring Audiences Across Platforms with NBCU's Ryan McConville -The Race to Solve Identity with Acxiom's Martin Wexler, LiveRamp's Erin Boelkens, and Experian's Budi Tanzi

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The shift to streaming isn't happening fast enough to offset declining linear TV ad revenues. This puts major broadcasters and media companies under pressure to innovate and deliver on ad goals. As the industry scrambles for solutions, key questions emerge: How can TV advertisers effectively reach and engage fragmented audiences across platforms? What new measurement and attribution models are needed to account for streaming's unique dynamics? #Advertising #Television #AdRevenue

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✅🖥️ Nielsen Gauge (9/17): “On the streaming CTV side, Peacock offered broad Olympics coverage to complement linear offerings, the success of which was demonstrated by a monthly viewership increase of 39% for the streaming service overall, and nearly double the amount of viewers aged 35-49. These factors helped lift Peacock from a 1.5% share of TV in July to a new platform-best 2.1% share in August (+0.6 pts.). It also makes Peacock only the third streaming platform this year to record a 0.5 point share increase or more on a monthly basis, in addition to YouTube (Feb. and July) and Netflix (June). Olympics programming on NBC drew millions of viewers in both primetime and daytime windows. Across all of NBC’s Olympics telecasts that aired during the August interval, 32 of them totaled more than 5MM viewers, and 17 garnered more than 10MM viewers. Moreover, Olympics telecasts on NBC notched the top 19 broadcast telecasts of the month, with the primetime presentation of the Women’s Gymnastics Team Final topping the charts with 17.9MM viewers. From a total television usage perspective, August levels were even with July. However, a year-over-year comparison revealed a larger imbalance, as usage this month was up 3.5% versus August 2023. A notable year-over-year difference was also evident among broadcast program genres, with broadcast sports program viewership up 239% over August 2023, further illustrating the impact of the Games on the overall TV landscape. Like the broadcast category, cable also exhibited a peak viewing week that coincided with a major TV event.” ⬇️ #streamingtv #olympics #ctv #ott #avod #livesports https://lnkd.in/efnSWkfV

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Digital video ad spend is becoming more performance-driven, with tangible metrics like sales, store visits, leads and website actions now the most important KPI for determining success with digital video. #mediaplanning #mediabuying

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“The industry’s North Star of reaching the right person at the right time with the right message has always been a seductive fallacy. It requires us to turn a blind eye to innate human psychology and how consumers actually make purchase decisions. This pursuit has led us to prioritize technological capability over consumer reality, ignoring the complex and often irrational nature of human decision-making.” Absolutely spot on and prescient as we sit on the precipice of AI. Human behavior and psychology are maddeningly complex and unpredictable. While we invent new ways to quantify it (cookies, LLMs, propensity scoring) it will continue to surprise us and keep us guessing. That’s why marketing is a dynamic and exciting career to jump into and what keeps me coming back again and again.

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Looking forward to this discussion on the future of #measurement & the incredible insights from this amazing panel! #attribution, #MMM, #MTA

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