Adotat Staff – ADOTAT

2024-11-132024-11-13

Can Innovid Turn Its Adtech Aspirations Into Actual Profits, or Is It Just Playing in the Sandbox?

Innovid Corp. is stuck in adtech purgatory—a company brimming with potential but weighed down by enough challenges to keep a boardroom sweating.

On paper, the numbers look promising: a 10% revenue boost in Q2 2024, climbing to $38 million. But that shiny achievement comes with a $10.5 million net loss that looms like a storm cloud over the company’s ambitions.

Innovid’s story is one of big ideas, big bets, and big questions about whether it can pull off its lofty goals before the market’s patience runs out.

Let’s start with the headline-grabber: Innovid’s much-touted Harmony initiative. This project promises to be the savior of connected TV (CTV) advertising, eliminating waste, trimming fat, and even cutting carbon emissions in the process. Bold claims, yes, but the industry seems intrigued. The initiative even bagged an AdExchanger award for “Most Innovative TV Advertising Technology,” a nice feather in Innovid’s cap. Partnerships are another bright spot—LG Ad Solutions recently joined Harmony, signaling industry buy-in. But while awards and partnerships look good on press releases, they don’t automatically translate into profits.

Now, let’s talk about the cracks in the foundation. Innovid’s own study uncovered a glaring inefficiency in how advertisers measure and optimize campaigns. More than 60% of advertisers measure performance on one platform but optimize campaigns on another. It’s like trying to read a map while driving two cars at once—confusing, inefficient, and not a great look for an adtech company trying to position itself as the industry’s brain trust.

Then there’s the ad frequency problem. Consumers are sick of seeing the same ad plastered across every streaming service they use. Innovid hasn’t solved this yet, and the result is ad fatigue—a buzzkill for consumers and advertisers alike. Add to that the privacy headaches brought on by Apple’s iCloud Private Relay, which makes tracking user behavior about as easy as finding a needle in a haystack. These privacy challenges are a nightmare for attribution, leaving advertisers in the dark about what’s actually driving conversions.

And don’t even get started on the impression-counting discrepancies. You’d think counting impressions would be straightforward, but discrepancies between Innovid and other ad servers make it harder to establish trust with advertisers. In an industry where credibility is king, this isn’t a trivial issue—it’s a liability.

If all this weren’t enough, Innovid also had a leadership shake-up that felt more like an episode of Succession than a C-suite strategy session. David Helmreich was ousted faster than you can say “corporate drama,” with one insider in the company bluntly saying, “He did absolutely nothing but piss off everyone.” For a company aiming to turn its challenges into wins, this kind of internal turmoil isn’t exactly inspiring confidence.

But it’s not all bad news. Innovid’s debt-free status is a rarity in the cash-burning world of adtech, giving it breathing room to focus on growth without worrying about looming repayments. Analysts are cautiously optimistic, predicting Innovid will break even by 2026 with a $17 million profit. That’s assuming the company can sustain an eye-watering 102% annual growth rate—a tall order even for the most optimistic board members.

Despite the hurdles, Innovid’s core offerings—ad personalization, omnichannel integration, and robust analytics—are solid. But they’re not unique, and that’s a problem in an industry teeming with competitors offering similar tools. To truly stand out, Innovid needs more than good ideas; it needs flawless execution. The Harmony initiative and its growing roster of partnerships are steps in the right direction, but they’ll only pay off if Innovid can deliver real-world results that solve advertisers’ pain points.

So, where does that leave Innovid? For now, it’s a high-stakes gamble. The company has the tools, the vision, and the partnerships to succeed, but its profitability woes, leadership turnover, and operational gaps paint a picture of a company that’s still figuring out how to hit its stride. Innovid isn’t just competing in adtech—it’s fighting to prove it can be more than a name in the crowd. Whether it can rise above remains to be seen.

2024-11-132024-11-13

Adsterra: The Ad Network That’s Like a Bad Tinder Date—Too Good to Be True, Then Totally Sketchy

Adsterra, the self-proclaimed “premium” ad network, hails from the illustrious island of Cyprus—where offshore business thrives, and reputations go to die. It’s a place where secrecy isn’t just a business model; it’s a lifestyle. And Adsterra fits right in.

If you’ve stumbled across Adsterra’s name in your hunt for a Google AdSense alternative, you might have thought, This looks promising! But dig a little deeper, and you’ll find the internet equivalent of a timeshare pitch—slick on the surface, but behind the scenes?

Let’s just say the reviews aren’t glowing.

Redirects That Wreck Reputations

One of Adsterra’s most notorious “features” is its tendency to redirect visitors to questionable destinations. Publishers have reported their sites becoming portals to adult content, virus-laden pages, and outright scams—all without their consent. And if you think this only happens to a few unlucky users, think again.

Take this user’s horrifying discovery:
“My friends in South Africa told me my site was consistently redirecting visitors to an inappropriate adult site. I checked to see if there was any malware, but there wasn’t. Turns out Adsterra was behind it, redirecting traffic in specific countries and manipulating stats to hide their disruptive behavior.”

Or this gem of a horror story:
“Adsterra applied popunders that made most of the readers on my site keep complaining they were redirected to R18 websites. Some of them almost flagged my site as full of malware.”

When publishers aren’t fighting off complaints, they’re dealing with the fallout. One user described how these redirects destroyed their online presence:
“After using Adsterra, Google blocked my site, three main antivirus programs flagged it, and I lost $200–$400 a day. I’ll never use them again. Do not trust them!”

Adsterra’s response to these issues? Mostly silence—or worse, gaslighting. They never responded to me either.

The Great Payout Vanishing Act

If redirects weren’t bad enough, Adsterra has earned a reputation for withholding payments or banning accounts just before publishers reach the payout threshold. For those who manage to withdraw funds, the process often feels more like playing a rigged game than working with a professional ad network.

Here’s one user’s tale of woe:
“I had $49 in my balance but needed $50 to withdraw. I worked hard to hit that threshold, and then boom—my account was blocked for violating policies. What policies? They never told me. It felt like they were just waiting for me to get close before pulling the plug.”

Others describe payouts that disappeared into the ether:
“I logged in to check my balance of $123.97, only to find it had already been paid to an unknown Bitcoin wallet. Their support team said they couldn’t do anything about it. Amazing, right?”

And let’s not even talk about the CPM rates. Actually, let’s. One user shared this gem:
“For over 3,000 impressions, I earned $0.02. I’ve never seen rates this bad. Even scammy pop-up networks pay more.”

At this point, Adsterra feels less like a business and more like an elaborate prank on publishers desperate for revenue.

Customer Support—or Lack Thereof

Adsterra’s customer support team seems to operate on a strict policy of “ignore until they give up.” Users frequently report being ghosted or receiving nonsensical responses that do nothing to resolve their issues.

Here’s one frustrated account:
“I contacted their support team because my CPM was laughably low. They told me to increase traffic. I did. Nothing changed. When I asked again, they stopped replying altogether.”

Another user described trying to get help as “talking to a wall, except the wall would probably be more helpful.” And the rare times support does engage, it often feels like an elaborate exercise in blame-shifting:
“They kept insisting the problem was on my end, even after I showed them proof their ads were causing malware warnings. It was infuriating.”

Employees Without Last Names: What Are They Hiding?

Perhaps the most bizarre detail about Adsterra is its employees’ tendency to go by names like “Steve Adsterra” or “Lisa Adsterra.” It’s unclear whether this is company policy or just a creative way to avoid accountability. Either way, it’s not exactly a confidence-booster.

As one user put it:
“If even their employees won’t use their real names, what does that tell you about the company? Are they in hiding? Witness protection? Who knows.”

Combine that with the company’s lackluster LinkedIn presence and nonexistent phone support, and you have a business that seems to go out of its way to avoid being traced.

Ads That Make the Internet Worse

Adsterra claims to offer “premium” ads, but what publishers get is closer to digital garbage. From fake virus warnings to fear-based clickbait, their ads don’t just annoy users—they actively damage trust.

“I added Adsterra banners to my site, and within minutes, users started seeing messages like ‘Your data is in danger!’ and ‘Hackers are selling your info.’ It was embarrassing,” one user said.

Another described their site’s transformation:
“Adsterra’s ads turned my website into a malware playground. Visitors complained about popups and redirects, and I had to remove their code to save what little reputation I had left.”

The Approval Process: Too Fast to Be Real

If there’s one thing Adsterra excels at, it’s speed—at least when it comes to approving new publishers. Sign up, and you’ll be live in minutes. But that speed comes with a price.

“I should’ve known something was off when I got approved in five minutes,” one user said. “No questions, no checks, nothing. A week later, my traffic was tanking, and my site was getting flagged as unsafe. Big mistake.”

This lack of vetting is a red flag in itself. Any company that doesn’t bother to check who it’s working with probably isn’t too concerned about quality—or ethics.

The Verdict: Avoid at All Costs

Adsterra isn’t just an ad network with a few kinks to iron out. It’s a full-blown cautionary tale. From redirects and disappearing payouts to anonymous employees and malware-filled ads, this company seems to have mastered the art of doing everything wrong.

As one user aptly put it:
“Adsterra is the worst ad network I’ve ever worked with. They’re scammers, plain and simple. Do yourself a favor and stay far away.”

If you value your website’s reputation, your sanity, and your visitors’ trust, steer clear of Adsterra. Because when even their employees won’t use their last names, you know something’s not right.

2024-11-072024-11-13

Plant-Powered Profits: Riding the Rocket Ship of Vegan Markets

The plant-based food market is like a rocket ship ready to break through the atmosphere, projected to soar with a staggering 12.2% CAGR over the next decade! 🚀 As households worldwide embrace these green alternatives, it’s becoming clearer that the future of food is bright and leafy. So, while you’re trying to figure out if oat milk really beats almond milk (hint: it does!), let’s dive into the exciting world of vegan marketing!

What is Vegan Marketing?

Vegan marketing promotes products that cater to a vegan lifestyle, emphasizing plant-based ingredients and ethical practices. This niche approach appeals to health-conscious consumers, animal rights advocates, and environmental supporters. It’s all about understanding your audience’s values and crafting messages that resonate with their lifestyle choices.

Ethan Brown, CEO of Beyond Meat, encapsulates this by saying, “We believe there’s a better way to feed the planet, and we’re committed to making plant-based meats that taste and satisfy like animal-based meats.” His focus on aligning product offerings with consumer values highlights the essence of vegan marketing.

Is It Part of Food Marketing?

Absolutely! Vegan marketing has become an essential facet of food marketing. With the rising demand for plant-based options, companies must adapt their strategies to capture this growing market segment. Veganism transcends dietary choices; it embodies a lifestyle that influences purchasing decisions.

Mark Schneider, the former CEO of Nestlé, affirms this shift: “Plant-based food is not a trend; it’s here to stay. We see plant-based food as a significant growth opportunity for the food business.” This recognition from a leading global food company underscores the significance of vegan marketing in today’s food industry.

Importance of Vegan Marketing in the Food Industry

The global vegan food market is on track to surpass $27.8 billion by 2024 and is projected to reach $162 billion over the next decade. This growth emphasizes the increasing demand for plant-based alternatives, pushing brands to refine their marketing strategies. Vegan marketing is now mainstream as more consumers recognize the benefits of a plant-based lifestyle.

Bruce Friedrich, founder of The Good Food Institute, notes, “Plant-based meat is going mainstream because consumers are recognizing the benefits for health and the environment.” His insights highlight the shifting consumer perception driving the industry’s growth.

7 Best Vegan Marketing Strategies

1. Leverage Social Media Influencers

Collaborating with vegan influencers can significantly boost your brand’s visibility. For example, Oatly’s partnerships with influencers like Tabitha Brown helped them reach a wider audience and build trust. Tabitha Brown often shares, “I love partnering with brands that align with my values and help people live healthier lives.” Her genuine enthusiasm amplifies brand messages to her dedicated following.

2. Emphasize Ethical and Sustainable Practices

Consumers want to know their food is ethically sourced. Beyond Meat showcases its commitment to sustainability, using certifications like “Non-GMO Project Verified” to establish credibility. Ethan Brown emphasizes, “We are dedicated to improving human health, positively impacting climate change, conserving natural resources, and respecting animal welfare.” Ethical practices resonate deeply with conscious consumers.

3. Create Engaging Content

Content marketing is vital. Forks Over Knives, for instance, offers a wealth of recipes and educational material, building a strong community around their brand. Brian Wendel, founder of Forks Over Knives, explains, “Our mission is to empower people to live healthier lives by changing the way the world understands nutrition.” Providing valuable content fosters loyalty and community engagement.

4. Use Data-Driven Insights

Platforms like Tastewise provide consumer insights that help brands identify trends and execute effective campaigns. Upfield leverages this data to tailor their products to consumer preferences. David Haines, CEO of Upfield, states, “Our purpose is to make people healthier and happier with nutritious and delicious, natural, plant-based foods that are good for you and for our planet.” Data-driven strategies ensure products meet evolving consumer needs.

5. Host Vegan Events and Workshops

Engaging directly with consumers through events fosters community. Miyoko’s Creamery hosts cooking workshops to showcase their products and connect with potential customers. Miyoko Schinner, founder of Miyoko’s Creamery, shares, “We’re not just creating products; we’re creating a movement to inspire compassion through the joy of food and the love of animals.” Events amplify this mission and build brand affinity.

6. Implement Targeted Online Advertising

Tailored ads can effectively reach specific vegan market segments. Follow Your Heart uses targeted ads on platforms like Facebook and Google to engage potential customers interested in vegan options. Bob Goldberg, co-founder of Follow Your Heart, mentions, “Our mission has always been to make plant-based foods accessible and appealing to everyone, not just vegans.” Targeted advertising helps in reaching a broader audience effectively.

7. Focus on Product Innovation

Continuous innovation keeps your brand appealing. JUST Egg has expanded its product line to include various egg substitutes, ensuring they remain competitive in the plant-based market. Josh Tetrick, CEO of Eat Just, emphasizes, “We need to build a food system that takes care of the planet, the animals, and ourselves. Innovation in plant-based foods is essential to making that happen.” Innovation drives market growth and meets consumer demands.

The Future of Plant-Based Foods

According to Bloomberg Intelligence, the plant-based foods market could capture 7.7% of the global protein market by 2030, potentially reaching a value of over $162 billion. As traditional brands ramp up their plant-based offerings, the landscape is shifting. With the rise in awareness of health and sustainability benefits, the plant-based food sector is set for explosive growth.

Bruce Friedrich adds, “The plant-based and cell-based meat industries are at the forefront of a new food revolution that can sustainably feed the world’s growing population.” The industry is not just growing; it’s transforming the global food landscape.

Key Takeaways

The plant-based food revolution is just beginning, and savvy marketers are harnessing the power of vegan marketing to meet the growing consumer demand. By leveraging innovative strategies, brands can position themselves as leaders in this expanding market, ensuring they stay relevant and resonate with today’s conscientious consumers.

Who knew eating plants could be so exciting? 🌿✨ #PlantPower #FutureIsGreen #KaleYeah

2024-11-062024-11-13

Audience Lists: The Ad World’s New Best Friend and Your Latest Digital Stalker

Ever felt like an ad was so on-point it gave you goosebumps? You scroll past one too many kitchen remodel videos, and suddenly your feed is flooded with farmhouse sink ads, high-end Dutch ovens, and cutting boards that cost more than your mortgage. That’s advanced audience targeting at work, my friend. These ads aren’t just “targeted”; they’re precision-guided missiles, meticulously crafted to tap into your every want and weakness. And behind this marketing sorcery? The all-powerful audience list—a modern marvel of adtech and data-driven wizardry that knows exactly how to keep your attention, whether you like it or not.

Audience lists have rapidly become digital marketing’s most valuable asset. Forget age and gender; today’s brands want the down-and-dirty details. Think: which podcasts you listen to, your recent purchases, and even what kind of coffee you like. As Jay Baer, founder of Convince & Convert, aptly put it, “Understanding the nuances of your audience list can significantly enhance your engagement metrics.” Jay’s not talking fluff here—he means that every little tweak, every detail you refine, can lead to better engagement, more clicks, and yes, more of your cash in their pockets.

Advanced Audience Targeting: Because Basic Demos Are So Last Decade

Back in the day, marketing was like tossing spaghetti at the wall to see what stuck. You’d get a few wins, sure, but most of it just slid off into the ether. Today, it’s all about precision—no more hoping and praying that the right people see the ad. Now, brands use advanced audience lists to define exactly who they want to reach. And this isn’t about simple demographics; it’s profiling to the nth degree. Think “eco-conscious suburban moms who love hiking” or “Gen Z gamers obsessed with ramen.” Suddenly, ads aren’t just reaching anyone; they’re crafted to hit like a laser-guided missile aimed at you.

Neil Patel, co-founder of Crazy Egg, gets it. “Segmenting your audience lists allows for more personalized and effective marketing strategies,” he says, and he’s right. By slicing and dicing these lists, brands aren’t just shooting into the dark. They’re aiming with sniper-level precision, getting their message in front of exactly the right eyeballs and upping their chances of a sale.

The Data Trifecta: First-Party, Second-Party, and Third-Party Data

To create these hyper-specific audience lists, marketers use a three-course meal of data, each more savory (and invasive) than the last. Here’s the breakdown:

First-Party Data: The cream of the crop, collected straight from the source. Every click, every chatbot conversation, and every “sign up to get 10% off your next order” scheme feeds this data monster. Brands who control their own first-party data have a serious edge, as Ann Handley, Chief Content Officer at MarketingProfs, reminds us: “Building and maintaining a robust audience list is crucial for delivering targeted content that resonates.” She’s not wrong—there’s no middleman here, just a straight line from the consumer to the brand, making it easier to hone in on exactly what makes customers tick.
Second-Party Data: For those brands who can’t collect their own data, this is the next best thing. Essentially, it’s just another company’s first-party data, traded or purchased through a partnership. Imagine a soda company teaming up with a grocery store chain to get insights into who’s buying what. Pam Moore, CEO of Marketing Nutz, has some advice here: “Regularly refining your audience lists helps in adapting to changing consumer behaviors and preferences.” She’s got a point—getting stale with your data is like trying to make soup from last week’s leftovers. Keep it fresh, or prepare to lose your audience.
Third-Party Data: The least loved (but still useful) kid on the block. Collected by, well, pretty much anyone and everyone who can gather consumer data, this type is sold to the highest bidder. With new privacy regulations and cookie-less browsing gaining steam, though, this data source is on thin ice. Rand Fishkin, co-founder of Moz, offers a reality check: “An updated and well-maintained audience list ensures your outreach efforts are both efficient and impactful.” With third-party data, accuracy is everything—no one wants to pay top dollar for insights from 2017.

The (Not-So-Secret) Sauce: Targeting Precision

This next-level precision isn’t just about making people buy; it’s about knowing who’s watching and how they’re going to react. Marketers have gone from a scattershot approach to something more like mind-reading. And as Larry Kim, founder of WordStream, puts it, “Leveraging audience lists effectively can lead to higher ROI in your marketing campaigns.” ROI—it’s the holy grail of marketing, and with audience lists, brands are cashing in like never before.

Enter the world of lookalike audiences. Got a list of die-hard vinyl fans who shop exclusively on Etsy? You can build a list of lookalikes, people who share the same vinyl-loving, Etsy-shopping traits, and expand your audience to reach fresh customers who are almost guaranteed to fall in love with your brand. Heidi Cohen, Chief Content Officer at Actionable Marketing Guide, keeps it real: “Audience lists are not static; they require continuous attention to remain relevant and effective.” It’s not a set-it-and-forget-it deal; these lists need regular tweaks to keep up with shifting trends.

Audience Targeting Invades Traditional Media—For Better or Worse

While advanced targeting started online, it’s been slowly infiltrating traditional media too. Connected TV (CTV), free ad-supported TV (FAST), and data-driven linear channels are giving broadcasters new ways to deliver more tailored messages. Digital media might have the precision advantage, but traditional channels are catching up, promising to meet the demands for personalized ads even on grandma’s favorite soap operas.

As Michael Brenner, CEO of Marketing Insider Group, puts it, “A dynamic audience list is the backbone of any successful content distribution strategy.” Gone are the days of carpet-bombing entire demographics with generic ads. Whether you’re streaming the latest drama or catching a game, brands want to make sure you feel that ad was made just for you (even if it’s really just a profile built on 80 million data points).

Privacy and Identity Solutions: The New Frontier of Data

With cookies on their way out and privacy regulations coming down hard, brands are getting creative. Enter privacy-focused identity solutions, which allow companies to maintain audience insights without the creep factor. Techniques like hashing emails make sure no one’s identity is compromised while still letting advertisers do their thing.

Seth Godin, the OG of permission marketing, couldn’t be clearer: “Permission marketing starts with a well-defined audience list that trusts you to deliver value.” In today’s privacy-first world, that trust is gold. Publishers finally have a chance to directly capitalize on their email lists, creating valuable audience segments without needing Google’s blessing.

Advanced Audience Lists: The Real MVP of Digital Marketing

Audience lists aren’t just a random collection of names—they’re a treasure trove of insights that help brands connect in a way that feels almost intimate. Joe Pulizzi, founder of the Content Marketing Institute, drives it home: “Investing time in curating your audience list pays dividends in audience loyalty and conversion rates.” Curated and fine-tuned, these lists go beyond traditional ad metrics. They offer brands a chance to form genuine connections with consumers who feel seen and understood.

Neil Patel, co-founder of Crazy Egg, sums it up well: “Segmenting your audience lists allows for more personalized and effective marketing strategies.” As audience lists continue to evolve, they aren’t just guiding who sees the ad but are reshaping the entire relationship between brands and consumers.

So, next time you’re served an ad that feels creepily on-point, remember: behind that campaign is a meticulously curated audience list, a vault of data, and a marketer who’s spent hours poring over every last detail about you. Audience lists aren’t just the future—they’re here, they’re powerful, and they’re here to stay.

2024-11-052024-11-13

Sweet Dreams and Sour Deals: How White-Noise Apps Are Playing Advertisers

In a twist that would make even the most seasoned insomniac sit up, white-noise apps—the digital lullabies meant to soothe us into slumber—have become the latest playground for ad fraudsters. According to a recent exposé by DoubleVerify, cyber tricksters are turning these calming soundscapes into cash-grabbing machines, siphoning off advertising dollars through elaborate schemes with charming names like “BeatSting” and “FM Scam.”

White-noise apps have surged in popularity, with nearly 200 articles in the past year hyping up everything from “Ocean Waves” to “Deep Sleep for Kids.” But behind these tranquil facades, fraudsters are playing advertisers like a bad lullaby. The setup is as simple as it is sinister: fake streaming data, spoofed IP addresses, and counterfeit servers trick advertisers into paying for ads that never reach a single human ear. It’s like shelling out premium CPMs for a midnight snack in a dream you didn’t even sign up for.

This isn’t the first time fraudsters have exploited seemingly benign apps. Back in 2019, cybersecurity firm HUMAN uncovered “Poseidon,” an ad fraud scheme where over 40 Android apps openly committed multiple forms of fraud. And this wasn’t a one-off—it evolved into “Charybdis” in 2020 and later into “Scylla,” impacting 89 apps with a staggering 13 million downloads from the Google Play and Apple App Stores.

Then there was “Vastflux,” a scheme that compromised about 11 million devices by loading multiple video ads in sneaky layers using spoofed apps and malicious JavaScript. Imagine your device under a barrage of invisible video ads stacked like an endless deck of cards, all thanks to sophisticated fraudsters running a racket that most users would never see.

The latest white-noise fraud case fits right into this pattern. Take the infamous “Deep Sleep” and “Deep Sleep for Kids” apps. On the surface, they appear like perfect sleep aids, each with over 10,000 downloads. But DoubleVerify found they’re more “Deep Fraud” than “Deep Sleep,” pumping out phony impressions with the precision of a seasoned scam artist. While genuine white-noise apps peak at night, when people are actually asleep, these apps suspiciously spike during the day—a blaring red flag that something wasn’t right.

The financial implications are nothing short of staggering. Throughout 2023 and 2024, dozens of apps have been pulling off this trick, with unprotected advertisers unknowingly buying over 45,000 fake impressions per app every month. Even at a conservative CPM rate of $5, that’s at least $225,000 per app per month—money that could’ve supported real developers but instead went straight into the pockets of con artists.

In a totally fictional quote, DoubleVerify CEO Mark Zagorski probably didn’t say, “Ah, yes, the cutting edge of ad fraud—babbling brooks and soothing rain sounds. Who knew bedtime ambiance would be the new frontier of cybercrime? Honestly, I wouldn’t be surprised if my own meditation app starts muttering ‘Pay up, sucker’ between om chants. At this rate, ad fraud will soon include charging for dream impressions.” Zagorski didn’t actually say this, of course, but if he had, who could blame him?

This cozy racket underscores the desperate need for advertisers to implement real verification on their audio streaming buys. Otherwise, they’re just throwing money into the comforting void of “sleep sounds.” Next time you hear “ocean waves” on your favorite app, remember: that relaxing noise might just be the sound of your ad budget quietly slipping away into oblivion.

2024-11-042024-11-05

Adam Brotman’s AI Revolution: How Forum3’s Spok is Rewriting the Marketing Playbook

Adam Brotman isn’t just your average tech executive; he’s the guy who put Starbucks on the digital map. From pioneering mobile ordering to scaling loyalty programs, Brotman turned Starbucks into a tech giant disguised as a coffee shop, cementing his role as a visionary in digital transformation. After a brief stint at J.Crew, Brotman has found himself at the helm of Forum3, a company he co-founded with long-time collaborator Andy Sack. Together, they’re building an AI laboratory that brings the firepower of artificial intelligence directly into marketers’ hands. Their latest creation, Spok, promises to be a game-changer in the world of AI-powered marketing. Brotman describes Spok as “the kind of marketing research and insight-driven planning process that used to take a week, [which] can now be served up in minutes.”

Spok isn’t just another shiny object in the already crowded martech landscape; it’s a carefully crafted solution designed to do the heavy lifting for marketers without requiring a degree in machine learning. Brotman insists, “Spok allows marketers to take full advantage of generative AI, without the marketer having to be an AI prompting expert themselves.” This means that Spok doesn’t just spit out keywords; it synthesizes data and serves up comprehensive strategies, giving marketers time back to focus on creative strategy. Brotman is clear on this: Spok is here to “give marketers insights, content strategies, and marketing plans nearly instantly,” allowing them to work at the speed of AI.

From Starbucks to Forum3: A Journey Through Digital Transformation

Brotman’s career trajectory reads like a masterclass in digital innovation. His role at Starbucks wasn’t just about tech for tech’s sake; he was laser-focused on making technology work for both customers and employees. As the former Chief Digital Officer and EVP of Global Retail Operations, he spearheaded initiatives that redefined Starbucks’ customer experience, from mobile payments to loyalty rewards. His work “included leading all global digital product management and design for the company’s employee-facing digital platforms… and customer-facing digital platforms” and was focused on “omni-channel digital integration, mobile apps, websites, e-commerce platforms and operations, social media, loyalty and data-driven CRM marketing.”

When he moved on to J.Crew, Brotman continued to push boundaries in the retail sector, but his real calling became clear when he co-founded Forum3. In partnership with Andy Sack, Brotman saw an opportunity to leverage AI in a way that would genuinely transform marketing. “We have created an ‘AI Lab’ combining content, software, and services,” Brotman says, explaining Forum3’s core mission. This isn’t just talk; the AI Lab is where they’ve developed Spok and Hive3, two tools that are reshaping how brands think about creativity, strategy, and community in the digital age.

Why Spok? Why Now?

Brotman’s vision for Spok isn’t rooted in the novelty of AI but in the practical benefits it brings to marketers who are under constant pressure to deliver results faster. “Marketing is one of the first areas that will get majorly disrupted and enhanced via AI,” Brotman says, pointing to the fact that marketing is fundamentally about messaging, timing, and audience targeting—all areas where AI excels. By blending leading AI models with third-party keyword data and trend research, Spok offers a holistic marketing assistant that delivers insights in real-time.

In practical terms, Spok is built to handle the nitty-gritty of marketing research so that marketers can focus on strategy and creativity. Brotman explains, “We combine two different leading AI models with 3rd party keyword data and trend research, wrapped together with just the right ‘marketing intelligence’… in an easy-to-use [interface].” The result? Marketers get actionable insights that used to take days or even weeks to compile, all with a few clicks. For Brotman, the ease-of-use aspect is crucial: “Marketers shouldn’t need a PhD in machine learning to use AI effectively,” he says. Spok is designed to democratize access to AI-driven insights, bringing top-tier analytics to marketers of all skill levels.

A Word of Caution: AI Isn’t a Cure-All

Brotman is as cautious as he is optimistic. While he believes that AI holds immense potential for transforming marketing, he warns against jumping on every AI trend. “Marketers should be wary of spending big sums of money and effort on expensive custom AI apps that may be quickly obsoleted,” he says, highlighting the breakneck pace at which AI is advancing. For Brotman, the smarter play is investing in AI education and training so that marketers can leverage existing systems like Spok effectively.

He believes the real value lies not in bespoke AI tools but in mastering how to work with the rapid advancements in the technology itself. “In reality, most of the frontier AI systems are likely going to be so capable over the next year on their own,” he notes, urging marketers to focus on building their AI proficiency. The message is clear: AI is a powerful tool, but marketers need to be strategic in how they deploy it, lest they end up with expensive, quickly outdated tech.

Brotman’s Bold Predictions for AI in Marketing

When it comes to AI’s future, Brotman isn’t shy about sharing his bold predictions. He envisions a landscape where AI doesn’t just advise marketers but actively takes on tasks in a way that almost resembles human agency. Here’s a breakdown of what Brotman sees on the horizon:

AI Agents That Take Action – Brotman predicts that AI agents capable of executing marketing tasks autonomously are just around the corner. “This will lead to totally autonomous (self-driving, so to speak) marketing implementation down the road,” he says. Imagine an AI that doesn’t just tell you what needs to be done but goes ahead and does it, reporting back with results and optimizations.
Text-to-Video Breakthroughs – By the end of the year, Brotman expects AI-driven text-to-video capabilities to improve drastically, making it easy for marketers to generate high-quality video content on the fly. The potential savings in production costs alone could make this one of the most transformative shifts in content marketing.
Conversational Ads That Engage – Brotman envisions a world where ads aren’t just static images or videos but interactive, conversational experiences. “Ads will ‘come to life’ in 2025,” he says, describing a future where consumers can engage directly with brands in real-time through voice, video, and text.
Personalization at Scale – For Brotman, personalization isn’t just a buzzword; it’s a key advantage that AI can bring to marketers. He believes AI will finally make “personalization at scale” affordable and effective, allowing brands to reach audiences with tailored messages that resonate on an individual level.
AI as a Martech Integrator – In an industry cluttered with siloed systems, Brotman sees AI acting as a connective tissue, bridging gaps between disparate martech platforms and data sources. “Because the AI is general-purpose and intelligent, it can unlock a brand’s ability to bring together these systems and data sources without expensive and time-consuming efforts,” he explains.

The Forum3 Vision: A Glimpse Into the Future

Forum3 isn’t just a collection of tools; it’s a blueprint for how AI can elevate marketing from guesswork to data-driven strategy. Brotman is unapologetic about the impact he wants Forum3 to make. “We’re empowering innovation through AI, transforming the way businesses engage with technology and consumers,” he says. Forum3’s AI Lab isn’t just about creating one-off solutions; it’s about building a foundation for the future of marketing.

With Spok, Brotman is once again redefining the rules, pushing the boundaries of what’s possible in marketing. His ultimate goal? To make AI accessible, powerful, and practical for marketers who want to get ahead. For Brotman, AI isn’t a trend; it’s the next frontier. As he puts it, “Our world is going to look completely different in two years because of AI.” If Spok and Forum3 are any indication, Brotman’s not just predicting the future—he’s building it.

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EXCLUSIVE: Why SambaTV is Buying Semasio

Samba TV’s recent acquisition of Semasio is a headline-grabber in a market that’s all about survival of the smartest. This move isn’t just about padding Samba’s portfolio; it’s a power play positioning the company to dominate the Connected TV (CTV) and digital advertising landscapes. Ashwin Navin, Samba TV’s co-founder and CEO, says it best (or could have): “We’re not just doubling down—we’re bringing x-ray vision to advertising. And yes, it’s probably also predicting what you’ll binge on next Thursday night.”

In a market on the brink of a cookie-less future, Samba TV is leaning hard into privacy-first and context-driven ad solutions that could reshape audience targeting.

Semasio brings a wealth of tools and data to Samba’s already expansive AI-driven platform. With over a billion user profiles and 2.5 billion monthly web page analyses, Semasio allows Samba to deliver ad placements that aren’t just precise—they’re eerily relevant. Imagine a world where every ad fits like a puzzle piece into your screen time, tailored to match the content on the page or video in front of you. Samba’s new capabilities allow them to serve up ads that feel native to the viewer’s experience, without relying on intrusive third-party cookies. As Navin explains, “Our AI isn’t just here to save a buck. It’s about using data to tell better stories and to make sure ads fit into your screen time seamlessly.”

With ad-supported streaming on the rise and OTT content consumption surging by 40% year-over-year in the U.S. alone, Samba’s timing couldn’t be better. They’re now positioned to ride the wave of streaming’s shift from linear, capturing audiences in a world where cable’s grip is loosening by the day.

The industry is on a fast track toward ad-supported VOD (FAST) and hybrid streaming platforms that capitalize on viewers’ willingness to watch ads in exchange for content. With Samba’s new combo of Semasio’s contextual and audience data with Samba’s proprietary video insights, advertisers can now reach audiences in 50 countries across digital, mobile, and CTV.

Zac Pinkham, newly appointed General Manager of Semasio, takes the helm under Samba’s banner with a clear mission: expand and deepen Semasio’s reach in the CTV and digital ad landscape. As he puts it, “Our unified targeting approach, combined with Samba’s deep measurement insights and video viewership data, will enable advertisers to achieve greater reach and increased ability to accurately measure the results.”

This is Samba’s second big play in the AI space in two years. In 2022, they acquired Disruptel, a company specializing in AI-driven content recognition through natural language processing and computer vision. The result? An ad platform capable of analyzing on-screen content down to brand logos, products, and even character names. Navin’s enthusiasm is clear: “There’s no way a human can watch all these videos, so you need an AI vision for how you do this, 24/7, at massive scale.” Combining these AI-driven insights with Semasio’s audience targeting precision, Samba is primed to lead in a world where contextual, privacy-focused ads are no longer a nice-to-have—they’re the only option.

The numbers tell a story: Samba’s data-driven approach is already impacting sectors from health to entertainment, with recent ad impressions skyrocketing for brands savvy enough to switch to this new approach. This includes high-growth verticals like health, beauty, and even pet care, whose ad impressions rose by 17% in 2024. And with 68% of the top streaming shows being drama or based on beloved franchises, advertisers have plenty of valuable real estate to work with. Samba is leveraging this data not just to track viewership but to forecast trends that can shape future ad strategies.

As Samba goes global with Semasio, they’re going toe-to-toe with industry giants like Google, which has struggled to adapt its data-centric model to the new privacy-focused ad ecosystem. Instead of relying on walled-garden data and outdated cookie-based targeting, Samba’s method feels native and adaptable, capturing viewers across platforms without violating their privacy.

Samba’s play isn’t just bold; it’s almost clairvoyant. While competitors are still figuring out how to handle data privacy or maximize CTV reach, Samba’s fully equipped to handle both, setting a high bar for what advertising can and should look like in a privacy-first, context-driven future.