AdExchanger

Seems fitting that Gyanda Sachdeva, LinkedIn’s VP of product management, found her first job out of grad school through LinkedIn. These days, she’s in charge of LinkedIn’s Marketing Solutions products, which brought in $3 billion in revenue for Microsoft over the past year.

The ANA has commissioned a new programmatic study to identify where brands are wasting money and make recommendations to bring clarity and more efficiency to the market. CEO Bob Liodice talks about it.

Advertising in games is growing like gangbusters – and tons of new players are coming online. Around 100 million over just the past 15 months alone. Rick Kelley, Facebook’s VP of global marketing solutions and global gaming, dives into the trends driving the gaming industry right now and explains why these new players are seriously lucrative for developers.

Xandr is steadily ramping up in CTV. When AT&T acquired AppNexus in 2018, video was only about 13% of all spend running through the platform. Today video represents 25% of Xandr's inventory and is heading towards 50% this year, surpassing digital display. Welch says Xandr will soon have 20% share of non-YouTube programmatic CTV spend.

Tim Hwang’s 2020 book, “Subprime Attention Crisis,” argues targeted advertising is a bubble set to burst. He argues that the intricacies of programmatic and the perverse incentives of agencies and ad tech platforms to maintain a steady flow of ad dollars have created a persistent opacity in programmatic markets.  Therefore he says it’s only a matter of time before the bubble bursts and advertisers pick up their toys and go home. The result will be a collapse of programmatic ad spending and a partial collapse of the free internet.

Rick Webb digs into some less commonly discussed issues with Apple’s new tracking rules, including how they fail to provision for GDPR and how SKAdNetwork doesn’t let app marketers credit multiple sources for a conversion.

In this episode: The future of retargeting, what’s next for Google’s sandbox proposals, and Criteo’s big task of building a single sign-on mechanism that will support the Universal ID 2.0 framework.

Manny Puentes, CEO of Rebel AI, describes the journey and recent sale of his company. And he expresses skepticism that hashed email addresses can be a viable identifier for this industry going forward. “Think about all the places you go today that you’re putting your email into,” he says. “Think about all the offline data you can link up with email. People say that it’s hashed and encrypted, and I get it – but it’s just another ID and this ID originated with something that can be linked with offline data.”

Melissa Burdick is the cofounder and president of Pacvue, which launched in 2017 to help advertisers scale up on big ecommerce platforms, a trend that has hugely accelerated in the last year. “Every week I get contacted by a new retailer. Either they’re starting to create or they are in process of creating a self-service model. I think we’re going to see an explosion of these retailers building through owned and operated.”

Recent announcements from Disney, NBC Universal and others suggest the sell side of the TV ecosystem is ready to fully embrace the streaming revolution.  “We saw in particular some of the very large media companies really reorganize themselves around streaming. Once you see that you can say that we’re in a new era,” Horowitz says.