Jonathon Matthews

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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Excited to share that Index Exchange is partnering with Genuin. Through this collaboration, Genuin will leverage Index Exchange’s programmatic expertise to enhance monetization for its vertical video-powered communities, driving impactful engagement and ROI for publishers and brands. Here's the announcement - https://lnkd.in/eKShJ4eW

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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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Digital Out-of-Home (#DOOH) features and capabilities have considerably evolved over the last few years, but its definition hasn’t been updated. In partnership with members of the IAB DOOH Committee, we’re excited to release a formal definition for the entire industry to align to and build upon. Core Features include: ➖ Dynamic Content: Tailor messages in real-time based on demographics, location, or weather. ➖ Widespread Placement: Reach audiences in transit hubs, retail spaces, gyms, and more. ➖ Data-Driven: Leverage privacy-compliant data for precise targeting. ➖ Programmatic Buying: Simplify ad placements with efficient, scalable tools. Download Digital Out-of-Home (DOOH): Definition and Core Features now: https://bit.ly/424l3Ik

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It’s here! Seedtag Academy has launched ‘Contextual for Advertisers’ Our most successful certification is back to include the current trends shaping digital advertising, with a whole new course that empowers advertisers to go beyond cookies, with the keys to privacy-first advertising, GenAI, contextual advertising fundamentals and how to launch your own campaigns in 5 steps. 🚀 Get certified for free - in under one hour: https://lnkd.in/eUaAZ5gN #SeedtagAcademy #Certification #ContextualAdvertising

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Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging

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The IAB Attention Task Force is excited to introduce the IAB Attention Measurement Toolkit, a comprehensive suite of resources to empower you with advanced tools for optimizing your hashtag#advertising strategies through attention measurement. Toolkit Highlights: 📊 Attention Measurement Explainer Series: Kickstart your journey with our first release, Attention Measurement and Data Signal Approaches. This resource offers an in-depth look at integrating various data signals to provide a richer understanding of ad engagement and effectiveness. 📊 Agency/Advertiser Checklist: Tailored checklists to streamline your measurement approach. 📊 Publisher Checklist: Ensure you're equipped with the right tools and strategies. 📊 RFI Questions Guide: Essential questions to help you find the ideal measurement partner. Download the toolkit now: https://okt.to/InXj1g

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Shared some additional detail on research we put out demonstrating the effectiveness of Seedtag Contextual Audiences and how our AI Liz deploys DCO and DPO to drive stronger results than standard targeting and creative. Seedtag #contextual #privacy #digitalmedia #advertising #creative

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A Basis report found that more than half of agency professionals juggle 6+ tools to manage client campaigns—that's a big drain on efficiency and employee energy. See how optimizing your tech stack can save time, reduce errors, and improve client results. https://ow.ly/ZNVh50UjmXj

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Protecting professional journalism is and has always been a primary TRUSTX focus. To reinforce this AdExchanger story, let me share a data point that demonstrates how news performs for advertisers willing to invest in the medium. One of our brand-side clients invested 59% of their campaign budget via TRUSTX in news. Through other SSPs, their spend was much less concentrated in this category. The brand tracked their cost-per-acquisition at 63% lower on the TRUSTX news-heavy campaign vs. the average across other general market SSPs. I think it’s pretty clear …. NEWS PERFORMS.

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How can you ensure brand safety on CTV? 📺 Brian Danzis, President of North America at Seedtag, joins the MarTech Podcast for a two-episode series. In this first episode, he discusses the importance of brand safety in CTV advertising and how contextual AI is revolutionizing this space. "Brand safety has certainly gone through an evolution. A new term over the last couple of years has evolved that is brand suitability," Brian explains. He highlights how, by leveraging Seedtag's contextual AI, Liz, brands can effectively engage with consumers in their area of interest while safeguarding their image and reputation. Listen to the full episode here: 🎧 https://lnkd.in/eddV2qi3 #CTV #BrandSafety #ContextualAdvertising

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Practices like these do so much more harm to the open-web ecosystem than they do good for the few bad actors who, for a quick buck, poison their brands, blow years of hard-earned trust with their audience, and give "premium" a bad name. This is a tough time for open-web publishers. Search and social referrals are in the toilet and media buyers are moving spend to data-rich walled gardens. Adding subpar inventory exacerbates the problem, eroding trust and driving away both audiences and advertisers. After a quick cash injection, the temporary high will fade quickly. For what its worth, at TRUSTX, we've dedicated the last seven years (Happy Anniversary this Saturday!) to building a safe haven for high-performant premium programmatic inventory. Case study after case study proves that our publishers make more when they deliver brands the quality inventory and engaged audiences they want. Our job is to make it easy for brands to buy what they want to buy. My colleagues and I are doing everything we can to keep this crap out of our market. But even we don't know how we'd find this garbage if one of our publishers decided to give it a whirl. We're doing the best we can. If anyone sees MFA coming through TRUSTX, please reach out to us. We'll drop it in a heartbeat. Revenue or not, here we come.

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Last night’s Golden Globes didn’t just celebrate the best in film—it marked a critical juncture for award season marketing strategies. With Emilia Pérez and The Brutalist taking home top honors, the race for the Oscars is officially on, and the stakes for publicists, marketers, and social teams have never been higher. The next few weeks are a whirlwind: 🗳️ SAG Award nominations and Academy voter ballots go out this Wednesday, January 8. 🏆 Critics Choice Awards voting is still open, and results will be announced this Sunday, January 12. 🎥 Oscar nominations are revealed January 17. This condensed timeline puts immense pressure on award season campaigns and social teams to deliver narratives that resonate across audiences. It’s not just about getting the attention of voters—it’s about creating cultural moments that align with community and values, ensuring these films stay top of mind. Take Emilia Pérez and The Brutalist as case studies. Both films broke the mold: • Emilia Pérez leaned into bold, inclusive storytelling, capturing the hearts of a global audience. • The Brutalist positioned itself as a cinematic event, using its 3.5-hour runtime and VistaVision format to create a sense of prestige. Award season is where entertainment brands can shine by embracing some of the very principles Battenhall highlighted in our Year Ahead in Social Media Trends forecast: • Community and Culture: Campaigns need to foster real connections, making fans feel part of the journey. Wicked is a standout here—its stars have dominated traditional and digital media, from podcasts to viral social video trends like the “What Is This Feeling” dance. • Authenticity and Accessibility: Demi Moore’s heartfelt speech and Zoe Saldaña’s effusive gratitude exemplify how authenticity builds lasting emotional impact. For Wicked, the challenge now lies in turning its immersive, fan-driven buzz into tangible awards momentum. After falling short at the Globes, building critical wins leading up to the Oscars will be pivotal—not just for voter perception, but for maintaining the cultural relevance it has built so effectively. As we’ve seen with past campaigns, the most effective strategies unite traditional PR, social buzz, and fan-driven content under a cohesive story. At Battenhall we thrive at the intersection of strategy and culture, helping brands not only win the race but also build lasting relevance. 💬 How do you see award season campaigns evolving to meet the challenges of today’s fast-paced social media landscape? I’d love to hear your thoughts!

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In today's issue of AdExchanger, Anthony Vargas discusses why media mix modeling aka MMA is back in a big and more powerful way for marketers c/o the best new solutions like FutureSight.online with the founder and CEO of the business, Marilois Snowman and measurement and research legend, Josh Chasin. Read more! #adeffectivness #MMM #measurement #attribution #omnichannelmarketing

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Kudos Samuel Youn. It's great to see this called out from premium publishers. MFA in some senses was encouraged over the years by giving such importance on the (now perceived as) vanity metrics and KPIs. Take for example infinite scroll which until recently was perceived as a positive way to increase content consumption and in turn yield more revenue in comparison to traditional clicks to more content. Now it's been targeted as a source or signal of MFA. Everyone along the chain between the publisher and the buyer benefited from an increase in revenue which Samuel rightly points out was heavily incentivised through rev share based relationships. The answer may be clear (find a way to incentivise non MFA behavior) but the path there is murk at best if only left to publishers to remedy on their own... especially if they are handed more rev share based solutions to help solve things. Also love your call out to Sovrn as they have moved away from rev shares (credit to Walter Knapp for seeing this years ago on the SSP side). It takes alot to go against the grain but I believe (hope?) that we will see more to follow. #adtech #mfa

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Did you know that over 70% of the population takes out their phones during commercial breaks? CTV is the next big channel for marketers, and CTV ads have better recall than almost any other platform, so how do you engage this passive ad viewer who's busy on their phone? You must ensure you have a second-screen strategy that runs parallel to and is integrated with your CTV ads. This approach enhances ad recall and purchase intent and creates impactful, non-intrusive touch points that engage consumers across both screens.

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The best Ad-tech deity in the game. Thanks for having me AdTechGod (™)

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Thrilled to share our feature on Forbes spotlighting Quality Media and our first-to-market offering "Performance Publishing"! "Developed by full-service performance marketing agency Quality Media, performance publishing sits at the intersection of third-party validation, storytelling, and paid amplification. It’s a tidy place to be, especially when you’re trying to stand out and stay competitive. Lauren Kleinman Lee Joselowitz and I noted that our brand partners have seen other financial outcomes, including a 30% higher return on advertising spend (ROAS) rates and a 20% reduction in customer acquisition costs (CAC). Why? The answer lies in the innovative way that performance publishing plants and grows what traditional digital marketing methods overlook: trust." Check out the full spotlight below! https://lnkd.in/gpuaMf3f

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The intersection of sports and streaming is transforming how fans experience live events. From the rumored $1 billion FIFA deal with Apple to Roku's MLB streaming and the NBA's colossal media rights deal with NBC, Amazon, and Disney, the landscape is buzzing with excitement. Streaming platforms are not just showing games — they’re reshaping sports consumption with flexibility, exclusive content, and deep fan engagement. Sports are driving new subscriptions and ad revenue. With sports becoming a key player in the streaming world, the future looks bright for fans, athletes, and advertisers alike. Read on for more: https://heyor.ca/suyiiU #SportsAndStreaming #DigitalMedia #LiveSports #StreamingFuture #SportsAds

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