AdExchanger

You’d be forgiven for thinking of the Video Advertising Bureau (VAB) as a professional thorn in Nielsen’s side. The TV ad industry trade org is largely responsible for the chain of events that led to Nielsen losing its MRC accreditations last year. But “this isn’t personal,” says VAB CEO Sean Cunningham on this week’s episode. “I don't know that anyone's rooting harder than we are for [Nielsen] to get it right.”

Does IAB Tech Lab CEO Tony Katsur have the toughest gig in ad tech? That’s an “accurate description,” Katsur says on this week’s episode. It’s his job, among many other things, to spearhead and speed up Project Rearc, an ambitious industry effort to press reset on how personalized advertising works online.

Clients of growth marketing agency Tuff saw “painful” results on Facebook as a result of signal loss, but it’s been able to roll with the changes, according to CEO Ellen Jantsch. There was even a silver lining. Apple’s ATT accelerated the indie agency’s move away from last-click attribution. Plus: navigating an acquisition while pregnant.

Retail media is returning to the spotlight after its heyday of mascot-branded cereals in Saturday morning TV cartoons, newspaper circulars and cardboard cutouts in store aisles. This time, retail media is powered by first-party purchase data and loyalty programs. We speak to SVP of Kroger Precision Marketing Cara Pratt, an OG when it comes to OGs (online groceries, that is).

Don’t apologize for having to monetize, according to Lisa Howard, global head of advertising and marketing solutions at The New York Times. “[We’re] unapologetic about ads,” she says. But when it comes to digital advertising, less is more.

Kelly Abcarian joined NBCU last year to lead a team tasked with disrupting the measurement status quo. “Marketers don’t buy ratings,” Abcarian says on this week’s episode. “They buy results.” NBCU’s roster of alternative measurement and audience verification providers now includes seven partners – and counting.

Mobile behavior is telling: How is Trump’s Truth Social really doing? How is app usage trending in Russia and Ukraine? Did all those crypto ads during the Super Bowl actually get people to download crypto apps? On this week’s episode, we dive into the trends with Jonathan Kay, CEO of app store intelligence platform Apptopia.

It was hard to imagine how mobile measurement platforms (MMPs) could survive Apple’s ATT changes. But the MMPs aren’t dying, they’re thriving, says Branch’s Alex Bauer, on the heels of raising $300 million.

Former physicist Melinda Han Williams used to spend her time studying “electronic transport in nanostructured graphene devices.” These days, as chief data scientist at Dstillery, she’s creating identifier-free solutions to transport us past the end of third-party cookies.

Privacy and data security aren’t just legal issues – they are also customer experience issues. Consumers don’t like their data “changing hands under the table,” says ActionIQ CEO Tasso Argyros.