Max Gideon

The era of only advertising on search and social is over. Here’s why: 1️⃣ Increased Scrutiny Companies are looking at ad spend closer than ever — ditching “grow at all costs” and prioritizing platforms with the best ROI. 2️⃣ Advanced Attribution Tools Thanks to platforms like HockeyStack, spotting wasted ad spend is easier than ever. 3️⃣ Rise of Trusted Channels The winners here are the distribution channels that have built trust and credibility within communities—think newsletters, podcasts, and influencers—where ad dollars are inherently more effective. We’ve seen this at TLDR — we have more sponsor interest than ever before. The better attribution gets for channels like ours, the more ad dollars we’ll see flow in. tl;dr: Don’t just rely on search and social. Open up your ad strategy to spaces that deliver more than reach alone.

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The Secret Weapon Advertisers Overlook: APIs Ever feel like you’re never going to hit your target acquisition cost? APIs might sound intimidating, but they can be the game-changer advertisers need. Here’s how: • Filter data to focus only on paying for what’s more likely to convert. • Enable affiliates to craft better traffic distribution strategies (and make more money). • Speed up decisions with real-time, data-driven insights to maximize your ROI. It’s not just about streamlining processes—it’s about transforming how you approach results. So, advertisers, what’s holding you back from exploring APIs? If you are ready to have that conversation I’m an open book. APIs aren’t scary—they’re smart.

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Google’s Privacy Sandbox has been met with no shortage of critics. Adtech has been vocal and quite loud when it comes to the shortcomings of Google’s solution to the cookieless future. So what are the biggest issues they have with it? In AdWeek, Catherine Perloff shares three of the biggest “gripes” Adtech has with the Privacy Sandbox and I have to say, they are right on the money. #Google #AdTech #Privacy #PrivacySandbox

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Adtech M&A is certainly heating up. Last week Digiday reported that Teads is exploring various sale options. This kind of news piques our Quo Vadis curiosity. So we did our best to puzzle together a fundamental valuation model. As imperfect as it may be, our model tells us that $2.2 billion is close to the magic number. Get the details and see how we get there: https://lnkd.in/ee6wEyXM Subscribe to Quo Vadis to follow this very interesting adtech valuation story! #adtech #programmatic #radicaltransparency

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FROM COOKIES TO CLARITY - The Israelites' golden calf story mirrors digital advertising's misplaced trust in third-party cookies. - Early ad tech fraud exposure showed addressable targeting's unreliability and data manipulation. - Google and Meta now use AI targeting, recognizing hyper-specific targeting's flaws. - Studies show 1:1 addressable data is inaccurate; broader targeting strategies may be better. - The ad industry should shift to AI-driven broad targeting, focusing on fundamental marketing principles and real outcomes. 📖 Article by AdExchanger : https://lnkd.in/gZms44JV 🌎To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf

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As #thirdparty cookies near deprecation, ad tech companies are innovating to build audiences for media buyers. #Sellside curation is emerging as a key trend, where #firstparty customer data from buyers is matched with publishers' first-party audience data to create private marketplaces (#PMPs). This shift changes the traditional roles of #DSPs, #SSPs, and #DMPs, leading to new dynamics in the #programmatic ecosystem. Key Highlights: ✅ SSP Curation: SSPs now leverage first-party data from publishers, enabling large-scale activation of second- and third-party audiences without third-party cookies. ✅ Data Marketplaces: SSPs are partnering with third-party data providers to enhance audience matching, creating new data marketplaces. ✅ Real-Time Reporting: SSPs offer real-time data matching and reporting, improving transparency and efficiency. ✅ Flexibility and Control: Sell-side curation provides advertisers with more flexibility and control over audience identifiers, bypassing DSP limitations. ✅ Industry Impact: The evolving landscape is creating new opportunities and tensions, as SSPs gain prominence and DSPs adjust to reduced control. As the ad tech industry adapts to the loss of third-party cookies, sell-side curation is transforming how audiences are built and targeted, paving the way for a more connected and efficient advertising ecosystem. #sellsidecuration #programmatic #advertising

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🚀 The Self-Service Ad Buying Revolution: A Game-Changer for all 🛠️ In today’s fast-paced digital advertising world, self-service platforms have transformed how businesses of all sizes reach their target audiences. By providing direct access to ad inventory, these platforms give advertisers full control to create, manage, and optimize their campaigns, no intermediaries required. In my latest The Streaming Wars article, I explore: 📈 The rise of self-service platforms and their impact on digital advertising 🌍 Global trends in self-service ad buying, from the U.S. to Europe and Asia-Pacific 💡 Opportunities and challenges for advertisers of all sizes from small businesses gaining access to advanced ad tools to large enterprises optimizing global campaigns, self-service is reshaping the future of digital advertising buying and selling. Want to know more about how this trend is driving innovation in the industry? Reach out to me and I can put you in touch with the best providers around the globe. Check out the full article for insights and the future of self-service ad buying! If your company is interested in Sponsorship or production please hit us up.. #SelfService #AdTech #DigitalMarketing #ProgrammaticAdvertising #AdvertisingInnovation #MarketingTrends #AI #MachineLearning #AdBuying Kirby Grines Paris Leon Hawk Digital Dave Hnatiuk Jamie Manalio Ajit Srivastava #hawktalk #voicesofinnovation

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Check out this AdExchanger piece by TrueData's own David Berman! Learn about factors impacting data collection across the internet that you should pay attention to and strike a balance between accuracy and scale to reach your audience effectively. https://lnkd.in/gDmdRiRB

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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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Sounds like the first step in a potential break up Google's ad business (in addition to the Search / Chrome case) is incoming by end of year. Jason Kint talked about how Google's monopoly led to the death of the publisher side ad servers. If there is a break up, perhaps there will be room for publishers to take back some of that control. Perhaps with an open source ad server? Hmm =D https://lnkd.in/gJdnsuyc

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Has anyone ever sized the market opportunity the measurement/verification/attribution/optimization companies are fighting for a share of? Are long-term projections tethered to assumptions using math like we expect X share of a market sized Y, yielding revenue Z, margins A = valuation B? I suspect the pie is finite and not going to grow enormously, so in the end there is only room for a handful of players. And someone is going to have to lose significant share for even that to work. Especially as long as the sell side is paying most of the freight (directly and indirectly).

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Cheers to saving $$$ and generating impactful Amazon ad campaigns with Otrera. 🥂 If: 🛍️ Your ads are NOT effectively converting potential customers into buyers 🔍 You’re unsure how to optimize keyword bids to maximize ROI 📉 Your brand is not getting enough exposure in the competitive Amazon landscape Then Otrera is right for you ✔️ Try it now in the link in our bio. 🔝

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If the ads you're seeing on your various CTV channels are feeling a tad too personal, chances are that's more of a coincidence than truly hyper-precision targeting. Nevertheless, it's an opportunity to discuss advertising experience and the concept of personal vs collective/communal advertising (a really interesting challenge for a mass medium to consider!). I spoke to Mark Stenberg and ADWEEK about that fine line between creepy and effective . #advertising #targeting #ctv #experience https://lnkd.in/eK9X67MK

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Oh, Tom Triscari, bless your heart for reducing the adtech dumpster fire to "it is what it is." That’s like saying, “The Titanic is sinking, but hey, it’s what ships do.” You’re absolutely right about one thing: the adtech market is indeed giving marketers what they’re asking for—or at least what they think they’re asking for. Your take is refreshingly pragmatic, and honestly, the world could use more folks as sharp as you breaking things down so succinctly. But (and you knew this was coming), I think we’re looking at the same picture and seeing two very different things. Let’s break this down with a little less kumbaya and a lot more reality check: "Inefficiencies aren't just a vibe; they're a drain." Talking about the inefficiencies in adtech isn't about whining—it’s about survival. The system is bloated, riddled with middlemen taking their cut without adding value. Fixing that means brands get more bang for their buck, and the entire ecosystem doesn't collapse under its own weight. Innovation doesn’t happen in echo chambers where everyone shrugs and cashes their checks. "Transparency is not a given—it’s a pipe dream." Your argument assumes that brands and agencies actually know what they’re paying for and agree to it. Spoiler: they don’t. Many marketers have no idea how much of their budget is siphoned off in the labyrinthine supply chain. The ANA report cracked that door open, and surprise—people didn’t like what they saw. It’s like learning the “service charge” at your favorite restaurant was funding the waiter’s third Tesla. "The adtech tax is not just a line item—it’s a leech." The industry has gotten cozy with this tax on inefficiency, but let’s be clear—it’s a problem. Advertisers are paying through the nose for “solutions” that don’t even deliver measurable results. If your shiny system isn’t proving its worth, what exactly are we funding here? A new yacht for some SSP’s CEO? "Let’s not pretend the bidding system is a free market utopia." The whole premise of open programmatic as a fair market? It’s cute but false. If there’s price discrimination—or worse, coordinated efforts to fix prices—then you’re flirting with violations of the Sherman Act and the Robinson-Patman Act. Don’t even get me started on bid rigging. Regulators and attorneys I’ve spoken with are sharpening their knives, and no amount of hand-waving will make them go away. So while I admire your pragmatism, I think shrugging this off as “no big deal” risks ignoring the bigger issues at play. Fixing these inefficiencies isn’t just a nice-to-have—it’s necessary if we want this market to thrive without collapsing under its own bad habits.

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An open market that self proclaims the quality, category and identity of its inventory will always be suspect. Add to it vendors that provide these attributes while taking a share of the revenue from publishers creates an environment for bad actors and wolves in sheep's clothing. Here is an idea, rather than relying on the supply side to effectively pay for these services which are in fact suspect why not have the buy side deploy their own solutions for them instead ? Whether they are the same vendors or in house at least there would be a direct line of accountability. 🤔 #adtech

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Announcing Aperiam's Latest Investment: Gigi! 🍒 Aperiam continues to make strategic bets in commerce media and CTV, the fastest-growing segments of digital advertising. With Amazon Ads being the largest commerce media channel AND the fastest-growing Streaming TV ad platform, we are excited to introduce our latest investment: Gigi. Why Gigi? 1) The product. Gigi’s unique ability to integrate a brand's first-party commerce data with Amazon's data for audience enrichment and deterministic omnichannel measurement sets it apart. This powerful combination enables brands and agencies to buy and measure Amazon Streaming TV ads more effectively. 2) The team. The founders behind Gigi consists of experienced commerce media executives - led by cofounder and CEO, Adam Epstein - who have a bold vision for the future of Streaming TV, commerce media, and data collaboration and a history of success in commerce media. Their expertise ensures that Gigi is at the forefront of innovation in this space. We believe Gigi’s capabilities and the vision of its team will drive significant advancements in how brands leverage data to enhance their advertising strategies on Amazon’s platform. Check out Gigi here: https://gigico.tv/ cc: James Borow Joe Zawadzki Danilo Tauro, PhD

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🚨 Adtech’s Plumbing Problem: Time for a Renaissance 🚨 Let’s face it: the adtech industry is all pipes and no poetry. We’ve built a dazzling maze of DSPs, SSPs, and APIs—but for what? Tepid banner ads and click-through rates no one remembers? It’s time to ask the uncomfortable questions: Why are creatives and tech teams acting like estranged relatives? Why do ads feel like awkward party crashers instead of part of the experience? Why are we optimizing for clicks instead of creating moments that matter? We’re drowning in metrics and compliance, but the audience is begging for relevance, context, and storytelling. As Fred Godfrey said, “Adtech is all plumbing and no poetry.” The pipes are in place, folks—now let’s deliver champagne. 🥂 In today’s newsletter, I break down 7 ways adtech lost its mojo and lay out how we can bring back the art, the heart, and the why of advertising. This is a must-read if you’re tired of seeing great ideas shrink into bland executions. 👉 Read the full article in today’s newsletter. Link in Comments to Subscribe. 💬 Let’s discuss: What’s the one thing you’d change to make adtech better? #Adtech #CreativityMatters #DigitalMarketing #Advertising

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This is only a pause. The IAB Tech Lab maintains that the 3PC will eventually disappear. We continue to advocate for a portfolio approach to addressability. This delay should not be an excuse for the digital advertising industry to be complacent. We must continue to innovate privacy-preserving addressability & measurement solutions while working with Chrome to improve upon the critical shortcomings of the Privacy Sandbox. https://lnkd.in/dWq9Pam6

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