Marketing Architects

By the end of this year, more than 68% of the US population will be CTV users. But for CTV advertisers, reaching the right people remains a challenge. Third-party, IP-based targeting faces gaps, lacks transparency, and is pricy. Plus, new privacy legislation will only make the data problem worse over time. So what's the solution? Contextual targeting is experiencing a renaissance. But a lack of industry standardization makes scale tough. First-party data, of course, has been touted as the answer. But retargeting has limited reach, and look-alike audiences still rely on third-party data. The best solution might be an entirely new type of targeting, one that leans into another rapidly evolving technology... machine learning. More in the latest article from VP Strategy Dan Cleveland linked below. #Targeting #Data #CTV #AI

There are a lot of opinions about targeting. But where we might all agree? It's not easy. Especially when you're talking third-party, IP-based targeting for Connected TV. It's expensive. Every added layer of targeting data is an added layer of fees. It's also subject to data inaccuracies. So you pay extra to target the wrong person. There has to be a better way. VP Strategy Dan Cleveland joins Elena Jasper, Angela Voss and Rob DeMars on this week's podcast episode to explain how his team is solving targeting's biggest challenges for CTV advertisers. Link in comments. #Targeting #Podcast #CTV

Reaching the right audience is hard. Especially on CTV. Although third-party targeting remains a primary solution for some, it results in high fees that hurt performance.  It's time for a more effective approach. #Targeting #CTV #Data

We're in a never-ending pursuit of innovation and optimization. Being better today than we were yesterday. For our clients, our partners... and ourselves. So in the spirit on continual improvement, you might notice we have a new look. 💙 (Oh, and we're pretty excited about it). #Announcement #BrandUpdate

It's time to target smarter. When viewers find ads relevant, they're more likely to pay attention, engage, and even make a purchase. But for CTV advertisers, targeting relevant audiences based on third-party data is costly and expensive. So we built our own solution. Instead of relying on third-party data, Smart Targeting buys media based on the factors machine learning identifies as most predictive of viewer engagement. And it's driving 2X performance over traditional third-party methods. Full announcement at the link in the comments. 👇 #CTV #Targeting #Streaming

Your recipe to having the best time with your coworkers... Featuring the media team at their department on-site!✨ Step 1: Learn about teamwork through an emotional intelligence workshop. Step 2: Play lots of pickleball. 🏓 Step 3: Be an amazing group of super smart people. (Obviously). Step 4: Enjoy great food with great company. #TeamBonding #CompanyCulture #Media

The book I believe has done more for marketing than any other: How Brands Grow by Byron Sharp &The Ehrenberg-Bass Institute. This book changed my perspective on my role as a marketer. The idea of "marketing science" was foreign to me before picking it up. It gave me the frameworks and confidence required to take marketing beyond the "make it pretty department" to a true growth partner for the agency. The only thing better than creating creative marketing you're proud of is knowing it's backed up by principles proven to work. Marketing is an art and a science. I chose marketing as my career because of the art ❤️, but I've stayed for the science 🧪. —Elena --- 📚 🎧 💻 This post is part of a series where we ask our team about the books, podcasts, and tools that leveled up their careers. Today's recommendation is from VP of Marketing Elena Jasper. #Leadership #Marketing #Growth

In 2024, marketers will spend over $650B on online advertising. But how much of that is allocated effectively? Online ad fraud = wasted budgets. Gain practical tips to help minimize waste and target real people in today's issue. #Marketing #Advertising #Digital #AdFraud

Everyone is switching to ad-supported streaming Netflix, Hulu, Disney+, Max, and even Prime Video now offer ad tiers. And their inventory is open to more advertisers than ever. But just because inventory from premium publishers is more accessible doesn't mean advertisers should flock to purchase it without considering the price tag. Discover why premium CTV inventory is becoming easier to access in our latest blog from Director of Advanced TV Marrika Zapiler. Link in the comments. 👇

Catherine Walstad and Aaron T Lange are headed to the home of creativity itself... Next month, catch these two in France for Cannes Lions International Festival of Creativity! Message them individually if you want to chat media buying, what's next for streaming TV, or your favorite part of the festival while there. #Event #CannesLions