Programmatic 101
@101Programmatic
Exploring the world of #programmatic advertising and #adtech Author - @v_chubakov
The introduction of ADCP comes just as everyone’s saying the open web is dead. I’ve been diving deep into it, researching every source I can find to really understand this new protocol - and it’s genuinely exciting. I’ve been looking at it mostly through the RTB lens, trying to…
🔻 Why Blind CPM Optimization Is Killing Your Campaign Performance The logic sounds simple: Buy more impressions -> reach more people -> get better outcomes. That’s the mindset behind cheap CPM buying. And it’s wrong. Low CPM doesn’t mean efficiency. It just means you’re…
Salesperson: “You mind if I pull up some slides to walk you through this?” Me: “Sure”
LALs ≠ new customers. Most platform-generated LALs + 3rd-party audiences show the lowest incrementality in prospecting. Algorithms chase easy conversions - often your own customers. Broad/contextual > “precise” LALs if your goal is net new conversions.
Be careful with LALs and 3rd-party audiences. I’ve checked incrementality across dozens of prospecting tactics - and platform-generated LALs usually perform the worst. Great platform CPA ≠ incremental growth. Most of those “new” users are your existing customers.
B2B marketing isn’t just SEO and whitepapers anymore. @aripap and @ericfranchi talk with Scott Stedman about creativity, data, and how AI is reshaping the way brands stand out. Link below👇
Be careful with LALs and 3rd-party audiences in your prospecting campaigns. I check incrementality across all prospecting tactics, and what I usually see in the data is that platform-generated LALs and 3rd-party audiences show the lowest incrementality compared to broader tactics…
Amazon just announced Fabric, a new environment in which RTB companies pay much less for bandwidth and get lower latency. @slayser8 will be talking about this at #marketecturelive on Monday. Link below:
This morning, Prebid.org posted an updated attempting to clarify ongoing confusion about its TID change. In short: 🔺TIDs are still optional 🔺Prebid isn’t forcing anyone to switch 🔺Forthcoming Prebid.js update will allow choice between global or SSP-specific TIDs
If you’re still running display only - this post is for you. Display can be a strong format and drive incremental revenue for brands. But long-term, you should run multiple formats. - I just don’t believe in display alone. And while I don’t think the open internet will die…
🚨 Hiring alert
X, I need help. I’m hiring a project manager. Be the operational backbone of client work for our PR agency. Agendas, task management, process improvement. $60-80k/year. Healthcare coverage. US-based. ET hours. I hear tons of ppl can’t find work. Send me a smart DM.
So, for everyone who said AI would replace media traders/marketers by the end of the year - are we still on track? 2.5 months left.
Content helped me learn. But it can also help companies grow louder. When I started sharing posts, I did it mostly to figure things out for myself. Writing forced me to organize my thoughts, explore new ideas, and understand the ecosystem better. But along the way, I realized…
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