Richy Glassberg

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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Great post from Grace Carney Union Square Ventures on The Fragmentation Of Search: https://lnkd.in/egwnR95D Are consumers willing to pay for Search? We'll be able to answer that question in a subset of what current search excludes, when we launch our edtech MVP of MakeLoveNotPorn Academy in a few months' time: https://lnkd.in/e3jbrak6 - the aggregator hub for the best of the world's #sexed, searchable by age-appropriateness, cultural sensibility etc. At a time when open healthy #sexed is being censored and deplatformed everywhere (including deliberately in search), parents and teachers have told me for years, we'll pay anything for this service (while VCs/investors have refused to fund anything to do with this topic). We'll see - watch this space 😎

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💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

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As every brand promises to inundate us with personalized and highly optimized content – where will consumers’ preferences shift? When anything becomes commoditized and ubiquitous, humans tend to crave the opposite. Is the ever popular "creator economy" evolving into a "meaning economy”? This intriguing topic is explored in Scott Belsky’s latest edition of Implications.com. It’s a topic that isn’t new. The meaning economy has been spoken about since 2010 – and it's leaders like Scott that remind us not be complacent about it.   From a marketer’s perspective, I'm curious to hear from my colleagues -- what has to change with branding and marketing in order to tell a more meaningful story? If content is free and abundant, how do we stand out to consumers?

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While I can’t speak to the legitimacy of the accusations herein, this is still a worrying situation for advertisers everywhere. Publications whose reputations are staked on their image of legitimate business are not what many may expect to be perpetrators of MFA Ad fraud. That being said, we can better understand ad fraud by looking at the incentive changes on the supply side of these AdTech deals. Ad fraud particularly harms multicultural publishers, as their reach and impact receive decreased impact when improperly assigned to Ad spaces. #AdFraud #AdTech #ProgramaticSupplyChain

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This article makes a colossal blunder regarding how barter works. It does not run on remnants or use bushels of apples and last season's Herman Miller chairs as compensation for media. I wonder if the author spent any time speaking to someone who knows how barter works. Corporate barter and trade is a principal risk capital finance practice that takes on that risk in the form of a depressed or depreciated asset from a client in exchange for a commitment from that client to spend a multiple of the value of that asset through the barter and trade company on goods and services the client would ordinarily be buying. The goods typically on offer are media. The way the barter company secures that media at an undisclosed cost basis that is lower than the market happens in any number of ways. While an exchange with the media owner to secure that leverage can include goods and services they want that the barter company has access to, it is never in lieu of money, and it is rarely -- except for travel-related assets -- done using the distressed or depreciated assets in which the barter company has taken its principle risk.

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Explore this company's innovative approach to personalization across various media - The Think Factory Podcast™ 🎙 Tune into our latest podcast featuring Katie Fisher, Sales Executive of XMPie, A CareAR Company. Hosted by OGC Solutions® | Santomassimo Davis LLP, in this episode discover how XMPie, A CareAR Company continues to push the boundaries of omni-channel marketing, enhancing engagement and maximizing ROI for businesses. Listen Now - https://conta.cc/464MtOr #NewEpisode #NewPodcast #TheThinkFactory #TheThinkFactoryPodcast #print #digitalmarketing #AI #omnichannelmarketing

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In a highly divisive US election year and with AI being used to generate mis- and disinformation at an unprecedented scale, it's critical that nonpolitical advertisers dial up their placement control to protect brand safety. Check out our latest blog on navigating this environment 👇 #DigitalAdvertising #Adtech

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Samba TV introduced new Samba AI capabilities today at our New Front presentation in New York. When we launched ACR 10+ years ago, we were able to answer some of the hardest questions about linear and streaming television. But that pales in comparison to what insights we can offer now. With #SambaAI, we are now entering the next generation of TV data + measurement. #NewFronts #IABNewFronts #Upfronts #SambaTVinsights #TVMeasurement

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#adtecheconomicforum VC panel — Brian O'Kelley, Scope3, demands to know the hot trends of... 2030. Darcy Frisch, Hearst Ventures: By 2030 the cookie will actually be deprecated! For #adtech: The power in targeting and analyzing with AI will be fully realized and streamlined. Sanja Partalo, S4S Ventures: So many parts of adtech that are labor intensive will become more automated. That's the big promise of AI in adtech. Eric Franchi, Aperiam: AI is already prevalent in streamlining workflow, data analysis, dynamic creative production. The consumer experience is going to change dramatically—which means the advertising experience O'Kelley: Will companies need websites in 2030? Partalo: They all will need some kind of digital presence. Franchi: You'll be able to exist without a website in 2030. O'Kelley: What % of search traffic is left on Google in 2030? (Awkward silence.) Hirsh: 80% Partalo: 65% Franchi: 0. (Audience laughs.) I had to! Tom Triscari notes that nets out at a ~47% prediction. Beeler.Tech

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As Seb Joseph points out in this latest piece in Digiday, the same publishers purchased through TRUSTX are 50% more environmentally friendly than they would be if purchased through other supply-side platforms, as audited by Scope3. But it's not because we have less carbon-heavy MFA inventory than other SSPs. It's because we don't have any. Never have. Never will. Zero MFA, ever. It's not easy being green. But it is worth it.

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I had a fab time at the AdTech Economic Forum as we brought together some of the best minds from advertising and finance to share valuable insights and best practices. Big shout out to Michael Farmer and Sabrina Traskos for chatting it up with me on stage about the economics of creative. As we discussed, the creative renaissance really is about creative intelligence and data that is driven by more robust, AI-empowered media planning. I also want to put the spotlight on some of the other leaders at yesterday’s event! Sir Martin Sorrell, Founder & Executive Chairman of S4 Capital Group, shared that personalization at scale is one of the biggest opportunities for generative AI when it comes to creative. Brian Wieser, CFA, Principal at Madison and Wall, expressed that the minority of brands that are proactive about investing in better creative will actually find greater success during economic uncertainty. Finally, Rishad Tobaccowala put it best: “It’s not about the pipes, it’s about the poetry!” How brilliant! All this is to say, we need to get the right, personalized creative in front of the right audience at the right time to drive the right outcome. And please let’s reduce the waste!! #AdTechEconomicForum #Advertising #XRExtremeReach #AI #MediaPlanning #GenAI XR Extreme Reach

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What is SGE, and what does it mean for higher ed marketers? Search Generative Experience employs advanced machine learning techniques to produce organic search results and recommendations that are customized to the unique needs and preferences of each user. SGE "provides 'AI Overviews' in response to certain keyword searches in the form of interactive bubbles above traditional organic search results." Why should we care? Carnegie lays out exactly how higher ed institutions can use this tool to their advantage. #SGE #AI

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Streaming is surpassing cable, and it's likely due to the control that viewers have over what they watch and when (along with other factors). I know I sure do subscribe to quite a few services which gets expensive. IAB CEO David Cohen told Axios, "I think that there's a lot to be said for the power of the bundle. Consumers are not going to subscribe to seven or eight things, they simply can't afford that." We have to start adding layers. Investing in streaming isn't enough — we also need to add bundles that make financial sense to consumers who are now faced with the task of choosing which services they can afford. #IAB #Streaming #Bundles #StreamingServices

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I presented a more detailed look at the impact of AI on media brands in a webinar today hosted by Valuebound. In this report, I dove deeper into what's going in with Media and AI and at opportunities media tech teams can leverage AI for in their tech stack. Check it out by downloading this PDF. If you need help on this front, drop me a line.

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Nobody should be surprised that despite alternative IDs in the bidstream, marketers aren't seeing scale in audience-driven media. Why? 1 - Advertisers have email addresses; open web publishers don't. The open web was built without authentication, and publishers haven't yet cracked the code on getting people to register for content. Publishers have 1P cookies, and "bridge IDs" were supposed to help. But as usual in our industry, bridging providers got greedy, messing with ID substitution, probabilistic matches and other junk, ruining their deterministic and consented solutions. As a result, we're stuck with incompatibility between buyers (emails) and sellers (1P cookies). 2 - Shared IDs pose a legal risk to 1P data holders. The larger the publisher, the more lawyers they hire. Thus, the publishers with the greatest scale recognize the regulatory risk of linking their valuable audience relationships to a permanent identifier in the bidstream. European case law questions the validity of consumer consent, as companies can't realistically ask audiences to share their data with unknown entities. Furthermore, how can a publisher revoke consent effectively? You can't put the toothpaste back in the tube. Consent is questionably valid at best. 3 - Smart publishers and advertisers don't want to share their most-valuable customers for free. Trusted consumer relationships are incredibly valuable. The last 15 years have taught us all that data leakage commoditizes premium inventory and fuels competitive intelligence between brands. It's an economic disaster we continue to perpetuate. No wonder shared IDs lack scale. ---- The bottom line?... Audience addressability and measurement depend on some level of connectivity. But there remains a significant incompatibility between buyers and sellers, and beyond the technical hurdles, throwing new-gen IDs into the bidstream and praying for protection isn't the answer.

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What do you think, is it worth the hype? A colleague shared this article with me today, and it is too good not to share more broadly. IMHO, most public sector orgs are far from ready for GenAI: 1.) because the tools are not mature enough, and 2.) because most orgs have some housekeeping to first (e.g. data, policy, processes). As my colleague pointed out, we haven't even really tapped into the full potential of more mature types of AI yet and some are ready to leap ahead to the unknown of GenAI. I'm here for it and excited about it, BUT...use caution when running toward the shiny new thing! https://lnkd.in/ePsappRB

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