not just ADZ

Programmatic advertising promised one-to-one audience targeting and efficiency, but has it delivered? This episode's guest, industry leader and adtech advisor Tom Triscari discuss its challenges, from bots to viewability standards, and explore solutions for advertisers and media owners.Tom Triscari's Open Web Market Sizing: https://triscari.substack.com/p/91-open-web-market-sizingADZ is a monetization consultant with 20 years at the intersection of media, advertising and marketing, focusing on audience and content monetization.Subscribe to the "not just ADZ" newsletter for independent views and strategies on media monetization and digital advertising: https://www.notjustadz.comAlessandro De Zanche on LinkedIn: https://www.linkedin.com/in/dezanche/

Is Apple News just a "walled garden" where publishers lose their data, or is it a valid revenue engine? For media brands that understand the economics, the platform offers two distinct income streams that most publishers are underutilizing.In this episode, Kieran Delaney (CEO of FlatPlan) reveals the exact strategies media brands are using to monetize Apple News today. We break down the difference between the Free vs. Paid (News+) models, how the revenue split actually works, and why strategies like "Mini Magazines" are driving new growth for publishers.Subscribe to the "not just ADZ" newsletter for independent views and strategies on media monetization and digital advertising: https://newsletter.notjustadz.comConnect with Alessandro De Zanche: LinkedIn: https://www.linkedin.com/in/dezanche/ Website: https://www.notjustadz.comFeatured Guest: Kieran Delaney is the CEO of FlatPlan. Website: https://flatplan.ioChapters:00:00 Intro and what is Apple News01:31 Apple News' business model02:44 Barriers to entry in Apple News vs. Apple News+03:52 Technical set up and requirements06:45 Engagement as a key driver for visibility08:36 Are media brands giving Apple their data and audiences?11:37 Bringing Apple News audiences to your own digital properties13:08 How the data is protected and/or used across media brands15:15 Why don’t media companies also collaborate outside Apple News?17:06 Tips for growing revenue in Apple News20:23 How to manage Apple News within a media org22:21 Customer acquisition vs. ROI

How can advertising ensure brand safety and suitability while avoiding collateral damage to media brands? Mario Diez, CEO of Peer39, a leading contextual intelligence platform, joins ADZ to discuss advanced contextual strategies and offers media owners advice on using technology and best practices to escape the Made for Advertising (MFA) trap.

In this episode, ADZ speaks to Ana Milicevic, Sparrow Advisers' co-founder. They explore how innovation is transforming sports, media, and advertising. They then discuss how technology empowers athletes and teams to act as media brands, building direct fan connections that bypass traditional channels. The rise of generative AI in sports content opens up custom, scalable experiences that engage wider audiences.They also examine how augmented reality and immersive tech deepen fan loyalty while creating new opportunities for advertisers to reach audiences through personalized interactions. This episode offers a forward-looking view on the shifting dynamics at the intersection of sports, media, and advertising.Subscribe to the Not Just ADZ newsletter for independent views and strategies on media monetization and digital advertising: https://www.notjustadz.comAlessandro De Zanche on LinkedIn: https://www.linkedin.com/in/dezanche/Ana Milicevic on LinkedIn https://www.linkedin.com/in/amilicevicSparrow Advisers https://www.sparrowadvisers.com

The Coalition for Privacy Compliance in Advertising (CPCA) is developing, together with the UK Information Commissioner's Office (ICO), the first UK GDPR certification scheme for advertising technologies backed by regulators and embedding legal standards. The voluntary scheme will certify specific products rather than entire companies.

The founder, Mattia Fosci, takes ADZ through the background and details of the initiative.

Stuart Colman, Senior Director of European Identity at The Trade Desk, discusses the role of identity in digital advertising and its evolution from cookies to persistent advertising IDs. In conversation with Alessandro De Zanche, they explore the media owners' perspective, the challenges of authentication rates when comparing the open web to walled gardens, and the strategic approach media companies should take towards identity. Colman emphasizes that identity should be viewed as a foundation rather than a product, advocating for an open yet protected ecosystem where publishers can maximize their value while maintaining control.Subscribe to the Not Just ADZ newsletter for independent views and strategies on media monetization and digital advertising: https://www.notjustadz.comAlessandro De Zanche on LinkedIn: https://www.linkedin.com/in/dezanche/ADZ Strategies media consultant: https://adzstrategies.comChapters00:00 Intro00:52 Definitions of identity in advertising02:45 Is the identity debate at risk of becoming a distraction for media owners?04:18 Identity’s value vs. the danger for media companies of losing control of their assets09:12 Identity-based advertising vs. ID-less approaches10:50 Can a single advertising ecosystem serve the needs of all its components?12:44 The importance of authentication15:28 Authentication: much more than just identity17:27 Advice for media owners on approaching identity20:34 What digital advertising would look like without identity

Investor Turi Munthe breaks down what makes a media company investable and sustainable. From aligning with investor expectations to maximizing revenue streams, he shares tips for media founders to scale and succeed. Discover how to navigate GenAI, media business models, and the key role audience connection plays in success.

Discover how DPG Media Group and their Chief Digital Officer, Stefan Havik, are tackling a complex challenge. Learn their strategies for unifying 100+ media brands, achieving independence from Google in the advertising space, and reinforcing an audience-centric approach.Chapters00:00 Intro04:04 Strategic transformation: steps09:16 Can different media brands collaborate and thrive?10:42 “The Trusted Web”18:24 Creating alignment21:58 Collaborating on data with advertisers23:42 Identity resolution across the group 25:28 Taking on Google and becoming independent 32:09 AI approach 39:36 Advice to smaller media companies 42:55 Diversified revenue channels: overseeing and consistency of incentives

Augustine Fou, a cybersecurity and ad fraud expert, shares his journey in the digital advertising industry, explaining how ad fraud and bad-practices are funding misinformation and disinformation online, directly threatening society and, indirectly, the self-sustainability of quality news media companies. He walks through the last 15 years of digital advertising history, explaining how it became so problematic and why he is optimistic about the future, convinced that change has begun.Chapters 00:00 Intro00:52 Career trajectory and discovering ad fraud06:52 Antitrust case vs Google and understanding past mistakes07:42 The issue with the programmatic open marketplace09:47 The negative impact of open marketplace11:36 How advertisers were led down the wrong path and re-educating them15:26 Quality media owners legitimizing bad actors17:49 Brand safety and unintended consequences20:05 Benefits of working with quality media22:25 Tips for media owners to help advertisers26:05 Why such a resistance to change from advertisers27:12 Optimism about advertisers becoming more careful28:02 Advice to young professionals entering the industry

Brian Morrissey, The Rebooting and Alessandro De Zanche, ADZ Strategies, discuss the current state of the media and advertising industry.
They explore the evolving landscape of advertising, the role of publishers, and the need for clear strategies in media companies. Morrissey emphasizes the importance of creating economic value and the shift towards audience-centric approaches, while also reflecting on the future of media investment.

Chapters: