Category: Marketing Madness

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Can Curation Houses Be the Couples Therapist We All Need?

Programmatic advertising is like that friend who never stops binge-watching “The Real Housewives” — you know it’s not great for you, but you can’t stop. For media buyers, it’s the ultimate double-edged sword, a love-hate relationship between efficiency and effectiveness. And into this chaotic, conflicted landscape gallops the new messianic figure of ad tech: Curation Houses.

Now, if you’re already rolling your eyes, I get it. Another savior in a market that’s had more “saviors” than Hollywood has had superhero reboots. But Curation Houses aren’t just another silver bullet. They’re the hot new thing promising to be the solution to a programmatic landscape filled with wasted budgets, misaligned incentives, and inventory that often feels more like dumpster diving than data-driven targeting.

The Basics: What Even Are Curation Houses?

In the simplest terms, curation gives you a front-row seat to the supply-side inventory, but with a twist — a programmatic one. Think of it as a self-service suite for ad-buying enthusiasts. Curation platforms allow brands, publishers, and data providers to combine their first-party data with inventory sourced from third-party publishers, all packaged neatly into a PMP (Private Marketplace) deal ID, ready to be channeled through demand-side platforms (DSPs).

So, it’s essentially a matchmaking service, but instead of swiping left or right, you’re setting the rules — think filtering inventory based on location, or crafting audiences with the kind of contextual targeting that’s more aligned with your performance KPIs than some generic horoscope of online behaviors.

Scott Messer, who knows his way around a murky ad stack, sat down with us for a interivew (to be published in a few weeks) sees the current state of programmatic as a kind of purgatory where “media buyers are stuck in a cycle of buying bulk supply deals that sound fancy but are essentially just packaged junk.” But here’s the kicker: the rise of Curation Houses suggests there may actually be gold at the end of this rainbow, not just the usual fool’s gold.

Why Should You Care?

Let’s get real. For years, curation has been trapped in the dark, cobweb-filled basement of DSPs and SSPs, cobbled together like Frankenstein’s monster, with buyers often ending up with results as reliable as a one-star Uber ride. But now, the “second coming” of curation is shifting the power dynamics. Publishers are finally getting smarter, context-driven inventory management that bypasses the need for third-party cookies. Imagine a world where publishers can finally monetize data they could never sell at scale, and advertisers actually get what they pay for. Crazy, right?

Messer calls this a game-changer: “By facilitating more direct relationships between publishers and buyers, curation houses can drive data licensing revenue, provide deeper insights, and create liquidity in the market.” Translation? No more black box deals where you have no clue where your money is going or what it’s doing.

Separating the Wolves from the Sheep

But wait, there’s a catch. Not all Curation Houses are created equal, and some are just peddling the same old inventory with a fancier name. According to industry insights, curation can be a double-edged sword—promising transparency and quality but often delivering “more smoke and mirrors than magic” when not executed properly. As Lotame points out, some curation houses are masters of distraction, using jargon and fancy AI claims to sell what is essentially repackaged, mediocre inventory. In an ecosystem where trust is about as common as a unicorn, it’s easy to be dazzled by the hype and overlook the hard truths.

Drew Stein from Audigent recognizes this problem too, but he’s betting on curation as the real deal—if done right. Stein doesn’t just see curation as a trendy buzzword; he sees it as a fundamental shift, a way to move data from the buy side to the sell side, leveraging dynamic pricing and real-time optimization to drive down costs and drive up performance. “Dynamic pricing… is frankly cheaper for the buyers,” he explains, underscoring the importance of using data and technology to cut through the murkiness of the current system. Audigent is doubling down on this vision, working to integrate real-time data and AI capabilities through partnerships with industry heavyweights like Onetag and TransUnion to make sure they’re delivering the goods, not just the gloss.

But don’t be fooled by just any shiny new label. While Audigent and a few others are truly redefining the game, many curation platforms are more smoke and mirrors than substance. As Lotame notes, even with promises of enhanced transparency and control, the real value of curation depends heavily on the integrity and quality of the data being used. The challenge, then, is figuring out which curators are genuinely adding value and which are just wolves in sheep’s clothing, hoping you won’t look too closely while they pocket their margin. This is especially critical as we transition into a post-cookie world, where transparency and trust are everything.

In short, be skeptical and savvy. The curation craze has everyone jumping on the bandwagon, but the truth is, not every player is making magic happen. Some are just hoping you won’t notice the sleight of hand while they rake in their margin. Before you buy into the promise of “incremental lift,” make sure you’re not just buying another flashy PowerPoint pitch. As Stein puts it, curation done right is a game-changer; done wrong, it’s just another hustle in the ever-chaotic world of ad tech.

The Efficiency Dream (Or Nightmare?)

With increased efficiency through curation comes a reduction in waste — the digital ad world’s equivalent of Marie Kondo-ing your closet. Curation sifts through and refines data, ensuring only the good stuff gets through. Think of it like sorting the wheat from the chaff, or in this case, the quality impressions from the metric ton of low-value junk. As marketers struggle with a fragmented audience landscape and declining effectiveness of third-party cookies, programmatic curation offers a way to cut through the complexity, making sure every ad dollar is spent wisely.

Audigent points out that “curated marketplaces can be created and developed with key industry trends in mind,” such as sustainability, diversity, equity, and inclusion (DE&I), and privacy. These curated packages allow for more tailored verticals like entertainment and B2B, fostering greater collaboration between publishers and advertisers while promoting a sustainable ecosystem where everyone wins — advertisers get better targeting, consumers see more relevant ads, and publishers can monetize more effectively.

Adding to this, a report from OpenX highlights how curation offers a clear and consolidated path for advertisers by reducing reliance on a web of intermediaries. The result? More efficient ad placements and better inventory control. As OpenX emphasizes, their curated supply eliminates low-quality “Made for Advertising” (MFA) content and supports more sustainable practices by optimizing their supply chain, offering both transparency and enhanced targeting capabilities that directly tie ad spend to desired outcomes. This means that curated supply portfolios allow buyers to optimize their supply paths based on consumer interests, publisher rates, and brand values, rather than getting lost in the noise of endless options and hidden fees.

However, while curation offers numerous advantages, it’s not without its challenges. Dan Owens of Multilocal warns that curation is still a young methodology, surrounded by noise and confusion about its tools and applications. The key is partnering with trusted providers who can navigate the curation landscape, provide privacy-compliant first-party data, and offer curated packages that genuinely align with an advertiser’s campaign goals. The bottom line? Programmatic curation promises a path toward greater efficiency, transparency, and effectiveness, but only if executed with a clear strategy and reliable partners. As the industry continues to evolve, leveraging curated data smartly will become crucial to success in the post-cookie world

The Real Winners in Curation’s New World Order

To thrive in this brave new world, Curation Houses can’t just rest on their laurels and hope their shiny new tech will dazzle the room. They need to get serious about bringing unique data partnerships to the table, serving up exclusive inventory like it’s artisanal avocado toast, and cutting through the buzzword-bingo that fills every pitch deck these days. As Nick Hill from EssenceMediacom aptly points out in ExchangeWire, “The real winners in the curation era will be those who can demonstrate unique access to new signals or a fresh approach to unlocking the rich value within publishers’ audiences.” In other words, don’t just talk the talk—show us the magic.

But let’s not get carried away. The ad tech industry is notorious for promising revolutions that end up looking more like a new coat of paint on the same rusty clunker. The old-school way of doing things—relying on DSPs to maximize their margins while delivering mediocre results to advertisers—is still kicking around, stubbornly refusing to die. The only thing they’ve revolutionized is their ability to prioritize their bottom line over your campaign’s success. If you’re not vigilant, you could find yourself back at square one, swimming in the same murky waters that Scott Messer so colorfully describes as “programmatic purgatory.”

So, what does it take to rise above the noise? For starters, transparency needs to be more than just a buzzword thrown around at industry panels. Curation Houses need to make their operations as clear as a summer day. Show exactly where the ad spend is going, what value it’s driving, and how it stacks up against all those dazzling AI predictions. If they can’t provide that, they might as well be selling snake oil in a fancy bottle.

Moreover, they must champion the idea of direct relationships. No more layers upon layers of middlemen skimming a bit off the top until there’s nothing left for the publisher or advertiser. Think of it like farm-to-table dining, but for ad dollars: fresh, direct, and not handled by a hundred different vendors along the way. Real transparency, combined with unique data, is the secret sauce that will set the true innovators apart.

In the end, the future of Curation Houses will depend on their ability to deliver on these promises. As the industry continues to evolve, those that can cut through the noise with real value and measurable results will thrive. The rest? They’ll likely end up as cautionary tales, relegated to the annals of ad tech history, as yet another trend that never quite lived up to the hype.

Drew Stein, the brain behind Audigent, saw the writing on the wall early on: the old data networks were “busted,” and something needed to shake up the stale game of programmatic advertising. “Curation” wasn’t even a buzzword when Audigent kicked off, but Stein knew there was magic in the idea. He describes it as “the application of data through the supply path,” turning the tables by shifting power from the buyers to the sellers. The new play? Dynamic pricing and real-time optimization that’s “frankly cheaper” for buyers and privacy-friendly—because who wants their data shipped all over the web like a digital hot potato?

Stein isn’t just peddling another ad tech miracle cure; he’s pointing to a future where data gets to stay close to home, cozy and secure, without being slung around like the contents of a yard sale. He sees curation as the ultimate strategy for maintaining control, driving efficiency, and finally getting some respect for your data—keeping it in the family, so to speak, where it belongs. As Stein puts it, you get “all the best parts of programmatic and more,” without the usual mess of inefficiency and privacy concerns.

Can Curation Truly Save Us, or Are We Just Drinking the Kool-Aid?

Maybe. Or maybe this is just another flavor of the month in ad tech’s endless parade of “game-changers.” You know how it goes: today’s savior is tomorrow’s cautionary tale. But if you listen to folks like Wei Hsueh from Equativ, there might be a genuine opportunity in this mess. “With direct access to publisher supply,” Hsueh argues, “buyers can bypass intermediaries, ensuring a more streamlined distribution of resources and ad spend.” That sounds pretty nice if you’re tired of the middlemen sucking up every spare penny like programmatic vampires.

Nishanth Raju over at Lotame chimes in with a similar pitch. He says, “Curated deals deliver scale, incremental reach, and optimized supply paths to advertisers at the right price while meeting or exceeding KPI benchmarks observed at open auctions.” Translation? Curation might just turn your ad spend from a game of darts in the dark to something resembling an actual strategy. But, hey, we’ve all heard the buzzwords before: “scale,” “incremental reach,” and “optimized supply paths” are the mantras of an industry that loves to sell sizzle but often forgets about the steak.

So, can Curation Houses be the white knights galloping in to save programmatic from itself? They certainly seem to offer a glimmer of hope in an industry where trust is about as common as a unicorn. Scott Messer, who has seen more programmatic catastrophes than most of us have had hot dinners, says, “2025 might just be the year when publishers take back some control, buyers find their footing, and the programmatic world starts looking less like a bad habit and more like a balanced diet.” Hope springs eternal, Scott.

But before we all start singing hallelujah and building statues in their honor, let’s pump the brakes. There’s still a ton of work to do to separate the real innovators from the charlatans who just discovered the word “curation” in a PowerPoint slide and decided to make it their personality. So, keep your eyes open, sharpen your pitchforks, and ask the hard questions. Because, let’s be real, we’ve been promised saviors before, and we all know how that story usually ends: in tears, broken KPIs, and yet another round of “what went wrong?”

Here’s the kicker: maybe this time, the savior is real. Or maybe we’re just caught up in another round of tech snake oil sales. 

But hey, without a little skepticism, where’s the fun in this industry anyway?

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How Advertisers Are Betting Big on Gamers in Q3 and Q4

There’s an audience, and then there are gamers. Imagine someone so engrossed that even a fire alarm wouldn’t make them flinch. That’s who we’re dealing with here—dedicated, distracted, and delightfully obsessed. And if you’re in the advertising world, this should sound like a golden ticket.

 Gamers are, by nature, a captive audience. But despite this, gaming ads aren’t the headliner you’d expect them to be. Why aren’t more advertisers making it rain in the gaming arena? Is there something inherently tricky about gaming ads, or is it just the industry still stuck in the tutorial level? Time to investigate.

🎮 Breaking Down the Game Plan: What Even Are Video Game Ads?

First, let’s get our definitions straight: Video game ads are like the special effects of the advertising world—they can be subtle, explosive, or completely in your face. They come in a variety of flavors:

Intrinsic Ads: These are the sneaky ninjas of in-game advertising. They’re ads seamlessly woven into the game environment, like billboards in your favorite racing game or a branded soda can your avatar guzzles after a marathon battle. They blend in so well that players might not even realize they’re being advertised to—at least, not consciously.

Rewarded Ads: Picture this: you’re one hit point away from losing your last life in Candy Crush. The game offers you an extra life—if you watch a 30-second ad for the latest superhero movie. This is bribery with a wink, and it works like a charm. Players watch the ad, get their reward, and everyone goes home happy.

Interstitial Ads: Ah, the showstoppers. These are the ads that pull no punches—they take over the entire screen during natural pauses in gameplay, like when you’re waiting for the next level to load or your opponent to make a move. Love them or hate them, they demand your attention.

Now, the idea of running ads in video games isn’t exactly new. But what’s changed? Why is the hype growing, and why are more brands starting to eye the gaming world like it’s the last piece of chocolate cake at a diet convention?

💰 Show Me the Money: A $100 Billion Power-Up

Let’s talk about the dollars and cents—or rather, billions and cents. According to the latest forecasts, video game ad revenue is set to soar by a staggering 5.7 times from 2017 to 2027. That’s a cool $100 billion increase in less than a decade. This is not just pocket change; it’s a tidal wave of cash.

But here’s the catch: While gaming ads are growing, they’re still just a slice of the overall pie. In the U.S., gaming ads represent less than 5% of the total internet ad spend. Sure, it’s still a sizable chunk for a “niche” market, but compared to behemoths like social media and CTV (connected TV) ads, it’s clear that video games are still fighting for a seat at the grown-up table.

🎯 Who’s Playing the Game? A Quick Demographic Dive

To understand where the money is going, you need to know who’s actually playing the games. In 2023, there were 3.2 billion gamers worldwide, with the U.S. boasting a particularly interesting mix—55% male, 45% female. These aren’t your stereotypical teenage boys in their mom’s basement anymore; the modern gamer is a more complex creature. You’ve got millennials who grew up with controllers in their hands, Zoomers who consider gaming as much a social activity as texting, and even Gen Xers sneaking in some mobile game time between meetings.

Mobile-Only Gamers: Here’s a twist—female users dominate the mobile-only gaming space, making up 55% of that demographic. Turns out, Candy Crush is a serious battleground, and it’s not who you think is playing. Gen X is also heavily into mobile games—possibly because they can play on their phones while pretending to be engrossed in their kids’ soccer games.

Millennials: The undisputed champions of gaming. They dominate every gamer type, from casual mobile gamers to hardcore e-sports competitors. And guess what? They’re also the ones with the spending power, willing to drop cash on in-game purchases like there’s no tomorrow.

🛒 Shopping While Shooting: The Evolution of In-Game Purchases

Remember when buying something in the middle of a game felt like an interruption? Not anymore. Thanks to the rise of microtransactions and in-game purchases, today’s gamers have fully embraced the idea of spending while playing. Whether it’s buying new skins, unlocking premium content, or snagging that shiny new weapon, purchasing is now as integral to the gaming experience as jumping over a chasm in Super Mario.

But why this sudden shift towards a ‘buy while you play’ mentality? Here’s a thought: The biggest generation in gaming, millennials, is hitting peak spending power, and they’re joined by a chunk of Gen Z who are almost allergic to traditional ads but don’t mind dropping $3.99 on a virtual hat. Add in the rise of mobile gaming—particularly popular among older generations who’ve learned to swipe, not scroll—and you’ve got a perfect storm of opportunity.

The numbers back it up: The global market for in-game purchases has grown by leaps and bounds, and it shows no signs of slowing down. So, if you’re a marketer, it’s not crazy to think that the number of in-game purchases will keep growing faster than a speed run at AGDQ.

📱 Mobile Gaming: The Jackpot No One’s Cashing In On

Now, let’s talk about the golden goose: mobile gaming. This is where the attention—and the money—are. Most gamers are playing on their phones, and it’s the most convenient place for ads. Yet somehow, ad spend isn’t matching the amount of time people are gaming. In fact, 10.9% of all mobile time in 2024 is spent on games, but you wouldn’t know it from how much is actually being spent on mobile game ads. What gives?

For one, there’s a lot of unused advertising space on mobile. Advertisers have been slow to realize the potential here. The real issue? Many find it trickier to navigate than an old-school text adventure. Between the complexities of scaling, targeting, and measuring success, gaming ads have been treated like the weird cousin who shows up at Thanksgiving—fun, unpredictable, but not exactly reliable.

🚀 Advertisers Are Starting to Get It—Sort Of

Let’s be real: Advertisers aren’t entirely clueless. Many are waking up to the untapped potential in video game ads. The stats speak for themselves: gaming is seeing some of the biggest budget increases this year, right after social media and online video ads. But there’s a caveat—about 10% of advertisers are also planning to cut back on gaming ads, citing the difficulty of planning and implementing them. Complexity is a killer, and for gaming ads to truly break out, the industry needs to make it as simple as ordering a pizza online (without the annoying upsells).

❤️ But Those Who Love It, Really Love It

Interestingly, those who’ve dabbled in the gaming ad world seem to be all in. According to the IAB, 78% of advertisers say gaming ads are great for brand awareness. Another 70% claim they’re perfect for driving post-purchase advocacy, and 65% believe they’re excellent for ROAS. It’s the marketing trifecta! So, why aren’t we seeing more big-budget campaigns flooding the market?

🎮 Loading… Advertisers Prepare for an Omnichannel Assault

Historically, gaming ads have been like experimental cocktails—fun to try but not the staple of any serious marketing menu. But as we move into the last half of 2024, there’s a shift happening. More advertisers are considering gaming as a valuable part of their omnichannel strategies. Agencies are starting to build out gaming playbooks, and DSPs like The Trade Desk and Xandr are getting serious about the space, which means lower barriers for entry on the buy side.

We’re also seeing the rise of partnerships between in-game ad platforms and verification vendors. Now, advertisers can measure viewability, completion rates, and performance metrics for in-game ads in a way that makes sense when compared to traditional media. According to Shahar Sorek, CMO of Overwolf, “Campaign metrics like brand awareness uplift, brand consideration, and purchase intent are now a thing across the board.” So, yes, gaming ads are growing up and starting to dress like adults.

⚡ It’s All About the Metrics, Baby

Thanks to new in-game measurement guidelines from the IAB and MRC, gaming ads are finally beginning to unlock larger budgets. These advancements—combined with better targeting, attention measurement, and media-quality verification—mean that advertisers are getting more confident about diving into the gaming waters. It’s no longer a question of if gaming ads will become a staple, but when.

And here’s where it gets interesting: the big game-changer might just be those pesky little DSPs. With platforms like The Trade Desk and Xandr lowering the entry barriers, advertisers can now buy gaming inventory with the same ease they do for display or video ads. Partnerships with verification vendors like Integral Ad Science allow advertisers to compare their in-game ad performance directly against other channels. Finally, you can justify your gaming ad spend to the CFO without breaking into a cold sweat.

🏁 The Final Level: What Comes Next?

As we zoom through the last half of 2024, the future of video game advertising looks like it’s leveling up. The money is there, the audience is primed, and the potential for growth is practically staring us in the face. Advertisers who figure out how to navigate the complexities of the space—whether it’s through smarter targeting, better metrics, or just sheer stubbornness—stand to gain big.

So, to all the brands hesitating at the starting line: Pick up the controller. It’s time to move from tutorial to the main campaign. Your audience is waiting.

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How Jon Walsh Built Adtech’s Largest Chat Empire (and Shook Up the Job Market)

Jon Walsh isn’t just a name in adtech; he’s a phenomenon. A legend. The kind of figure who has not only witnessed the wild, often chaotic evolution of digital advertising but has also been one of its most influential architects. With over two decades in the trenches, Jon’s career reads like an adtech epic—a narrative filled with exhilarating highs, crushing lows, and a relentless drive to push the boundaries of what’s possible in an industry notorious for its volatility.

Let’s start at the beginning. Selling his first company at 31 was no small feat, but it was just the opening act in what would become a career full of audacious moves. Picture this: a young, ambitious entrepreneur navigating the shark-infested waters of acquisitions. The experience left him a bit battered but far from broken. Instead, it set the stage for what would become a series of ventures where Jon didn’t just survive—he thrived. He was like a master chess player, always thinking several moves ahead, even when the board was a swirling mess of shifting trends and fleeting innovations.

But Jon’s story isn’t just about personal success; it’s about his uncanny ability to build communities and foster connections in an industry where isolation and competition are often the norms. Enter the adtech chat community on WhatsApp. What started as a humble attempt to stave off boredom during the pandemic morphed into the largest adtech chat network in the world. Imagine trying to corral thousands of adtech professionals from every corner of the globe into a single, coherent conversation. It’s like herding cats, if the cats were also constantly arguing about blockchain, CTV, and the latest SSP developments. And yet, Jon managed to do it—not by force, but by creating a space where genuine, unfiltered dialogue could thrive. This isn’t your typical LinkedIn group filled with self-promotion and corporate jargon; it’s a living, breathing organism where ideas are exchanged, friendships are forged, and yes, sometimes digital bar fights break out.

Jon’s involvement in blockchain is another chapter worth delving into. Here’s a guy who didn’t just dip his toes into the world of decentralized tech—he plunged in headfirst, clocking in thousands of hours of research and study. He was so deep into the blockchain rabbit hole that he could’ve written a dissertation on it. But unlike many who were blinded by the hype, Jon emerged from this journey with a clear-eyed perspective. His verdict? Blockchain, for all its promises, might just be more sizzle than steak, especially in an industry like adtech that thrives on centralization and control. Yet, even as he moved away from the blockchain evangelism, Jon’s curiosity didn’t wane. Instead, it shifted towards more practical, grounded innovations—like Bitcoin—where he saw a genuine opportunity to bridge the gap between digital currency and digital products.

But let’s talk about the crown jewel of Jon’s endeavors: the adtech chat community. The WhatsApp groups he founded have grown into something far beyond a casual chat room. These are global epicenters of industry conversation, where the latest trends, controversies, and innovations are dissected by some of the sharpest minds in the field. And it’s not just about the tech talk. These groups are a lifeline for professionals who often find themselves in the isolating trenches of a fast-paced, high-stakes industry. Jon’s groups offer a rare blend of professional discourse and personal connection—a virtual water cooler where everyone from seasoned veterans to fresh-faced newcomers can share insights, vent frustrations, and maybe even crack a joke or two.

One of the most remarkable aspects of these groups is how they’ve organically grown from a few dozen participants to thousands of active members. WhatsApp’s initial cap of 256 participants didn’t stand a chance against the demand for inclusion. When the limit was raised to 512, and later to 1024, 

Jon’s groups quickly maxed out, proving that there was a real hunger for this kind of community. And Jon, ever the savvy operator, didn’t just sit back and let it ride. He expanded the network into multiple groups, each focused on different aspects of adtech—from CTV to programmatic to the intricacies of data privacy. It’s like a sprawling digital metropolis, with Jon as the mayor, ensuring that the trains run on time and that everyone’s voice gets heard.

Yet, despite the success, Jon’s not one to rest on his laurels. He’s constantly iterating, looking for ways to improve the experience for his community. Whether it’s creating spin-off groups to dive deeper into niche topics or stepping in to quell the occasional digital dust-up, Jon’s hands-on approach is a big reason why these groups have thrived. And let’s not forget the fun stuff—like the football group, where the banter flies as fast as the goals, and the occasional political chat, where Jon wisely created a separate space to keep the peace in the main groups. It’s a delicate balance, managing the egos and opinions of thousands of adtech professionals, but Jon does it with a mix of diplomacy, humor, and a no-nonsense attitude that’s earned him the respect and admiration of his peers.

Then there’s JobsInAdTech, Jon Walsh’s latest brainchild, which is turning the adtech job market on its head. In an industry where LinkedIn often feels like an overcrowded flea market—swarming with irrelevant job postings and recruiters who spam your inbox with positions that don’t even come close to matching your skills—JobsInAdTech is like finding an oasis in a desert of chaos. It’s precise, it’s streamlined, and above all, it’s built with people in mind. Jon recognized early on that the traditional job board model was outdated and, frankly, broken. It was drowning in noise, cluttered with jobs that had nothing to do with the seekers’ real expertise, and lacking any real sense of community or connection. Job seekers were treated like cattle, herded into generic roles by algorithms that couldn’t distinguish between a data scientist and a social media manager. Jon saw this for the mess it was and decided it was time to flip the script entirely.

So, he created JobsInAdTech, a platform that tosses the old model out the window. Instead of quantity, Jon chose to prioritize quality. It’s a platform where every job listing is carefully curated, every connection meaningful, and every interaction designed to respect the time and effort of both job seekers and employers. By launching the site with a free-for-all approach in its initial months, Jon didn’t just gain a user base—he built a community. People came not just because it was free, but because it was different, better, and—most importantly—trusted. This wasn’t just another job board; it was a resource, a hub for the adtech community where professionals could find real, relevant opportunities without wading through the usual muck and mire of the online job market. Jon knew that trust is hard to earn and easy to lose, so he made sure that every aspect of JobsInAdTech was designed with integrity and transparency at its core.

The success of JobsInAdTech is more than just a feather in Jon’s cap; it’s a clear reflection of his deep, almost instinctual understanding of the adtech ecosystem. Jon knows the adtech industry inside and out, not just from a technical standpoint, but from a human one. He’s acutely aware of the pain points that plague both job seekers and employers—the frustrations of endless applications, the wasted time sifting through irrelevant candidates, the disconnect between what companies need and what traditional job boards provide. Where others saw these problems as just part of the landscape, Jon saw opportunities for innovation. His approach to building JobsInAdTech was as meticulous as it was visionary. He didn’t just want to create a job board; he wanted to solve the fundamental issues that make job hunting such a soul-crushing experience for so many people.

And while Jon might not be one to toot his own horn, the results speak for themselves. The testimonials from companies and candidates alike are glowing, filled with stories of how JobsInAdTech connected them with roles they’d been dreaming of but couldn’t find anywhere else. It’s not just about filling positions; it’s about matching the right people with the right opportunities, in a way that feels almost effortless. Jon has managed to take something as mundane as a job search and turn it into an experience that’s not only effective but also, dare we say, enjoyable. People aren’t just landing jobs; they’re finding careers that align with their passions and skills, all without the usual stress and frustration.

In a world where job boards are often synonymous with disappointment, JobsInAdTech stands out as a beacon of what’s possible when someone takes the time to truly understand the needs of their industry and acts on it with integrity and insight. Jon Walsh has not just created a platform; he’s set a new standard for what job searching in adtech can and should be.

Of course, it hasn’t all been smooth sailing. Jon’s had his share of stumbles along the way—like the time he lost a major deal with YouTube to a competitor. But instead of wallowing in defeat, he used the experience to fuel his next big win. It’s this resilience, this ability to learn from mistakes and come back stronger, that defines Jon’s career. He’s not just a survivor in the cutthroat world of adtech; he’s a pioneer, constantly pushing the envelope and redefining what’s possible.

Jon’s impact on the adtech industry is undeniable, but what sets him apart is his commitment to making the industry better for everyone—not just the big players with deep pockets, but the up-and-comers, the underdogs, and the everyday professionals who make this industry what it is. Through his community-building efforts, his thought leadership, and his innovative platforms, Jon has created spaces where people can connect, grow, and thrive. He’s not just shaping the future of adtech; he’s creating a legacy that will last long after the latest tech fad has come and gone.

In a world where digital interactions often feel impersonal and disconnected, Jon Walsh is a reminder that technology can be a force for good. That it can bring people together, foster real connections, and create opportunities that might otherwise be out of reach. His story is a testament to the power of community, the importance of resilience, and the impact that one person can have when they refuse to settle for the status quo.

So, what’s next for Jon Walsh?

 If his track record is anything to go by, it’s safe to say that whatever it is, it’ll be big, bold, and way ahead of the curve. Whether he’s launching the next big platform, spearheading a new initiative in the adtech community, or simply continuing to build on the success of his existing ventures, you can bet that Jon will approach it with the same mix of vision, passion, and relentless drive that has defined his career. Because for Jon Walsh, the journey is far from over—it’s only just beginning.

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Netflix Is Messing Up Big Time: How the Streaming Giant Is Losing Its Way with Ads

Netflix, once the uncontested ruler of the streaming universe, now seems to be playing a risky game of trial and error with its new ad-supported tier. With a staggering 40 million monthly users, you’d think they’ve struck gold, right? But here’s the kicker: Netflix is messing it all up—royally. It’s like watching someone try to juggle flaming torches while blindfolded; you can’t help but wonder how long before the whole thing goes up in flames.

The streaming landscape today is vastly different from the one Netflix dominated for years. Back in the day, Netflix was synonymous with uninterrupted binge-watching, offering a vast library of content free from the interruptions of traditional television. This was their golden promise, their unique selling proposition. But as competition intensified, with rivals like Disney+, Hulu, and Amazon Prime Video carving out their own chunks of the market, Netflix found itself needing to diversify its revenue streams. Enter the ad-supported tier—a seemingly brilliant idea on paper, but one that is beginning to show significant cracks.

For years, Netflix resisted the temptation to run ads, standing firm on the belief that viewers valued the premium, ad-free experience. This approach not only differentiated them from cable but also from ad-supported streaming services like Hulu. However, as growth plateaued and subscription fatigue set in among users, Netflix had to find new ways to keep the revenue flowing. The ad-supported tier was introduced with much fanfare, and at first, it seemed like they had pulled off a masterstroke. But what we’re seeing now is a company struggling to balance its original vision with the demands of a new business model that, frankly, it doesn’t seem to fully understand.

A Journey Through Frustration: The Ad Experience from Hell

When Netflix first dipped its toes into the ad-supported waters, the skepticism was palpable. Critics and industry insiders alike questioned whether the platform could maintain its premium image while selling ad space. Fast forward to today, and Netflix has a thriving new revenue stream. But for viewers, it’s starting to feel like they’ve bitten off more than they can chew. I decided to take the plunge and sign up for the ad-supported tier myself, thinking I’d indulge in some documentaries or biopics, hoping for a slightly interrupted but still enjoyable experience. What I got instead was a frustrating crash course in how not to do advertising.

Imagine settling in for a cozy evening of Netflix, only to be bombarded by the same ad over and over again. And not just the same ad, but the same ad in different formats and sizes, as if the platform couldn’t decide how best to annoy you. It’s like they’ve taken the concept of repetitive strain injury and applied it to their advertising strategy. Alan Wolk, a respected voice in the industry, noted that this isn’t just a one-off glitch. Netflix’s ads are being sold through multiple exchanges, resulting in the same ads being shown repeatedly, sometimes within the same viewing session. It’s a user experience nightmare and one that could have long-term consequences for the platform.

To put it bluntly, Netflix’s ad experience is a mess. The platform seems to be trying to accommodate every possible way to buy and sell ads—private 1:1 marketplace deals, programmatic guarantees, you name it. They’ve thrown in tools like Google’s Campaign Manager and Innovid for impression verification and extended their partnerships with DoubleVerify and Integral Ad Science for fraud and viewability checks. But instead of creating a seamless, integrated experience, they’ve cobbled together a Frankenstein’s monster of an ad ecosystem that’s as confusing as it is frustrating. It’s enough to make even the most seasoned marketing teams think twice about allocating their budgets to streaming.

The FAANG Illusion: Why Netflix’s Success Is a Double-Edged Sword

Despite these glaring issues, Netflix’s ad-supported tier is being hailed as a success in some circles. This perception is largely driven by the fact that Netflix has an almost magical ability to get people to suspend their critical thinking and buy into the hype. It’s why the acronym “FAANG” still includes Netflix, even though the company has little in common with tech behemoths like Apple, Amazon, Meta, and Google, who have diversified revenue streams and a multitude of multibillion-dollar business lines. But the reality is that Netflix’s success in the ad space is a double-edged sword.

The success of Netflix’s ad-supported tier creates a narrative that streaming ads are the next big thing, which in turn drives more brands to shift their dollars from traditional media to streaming platforms. This is good news for the industry as a whole, but it also means that Netflix is under enormous pressure to deliver results. If the ad experience continues to be as clunky and repetitive as it currently is, advertisers will start to question whether they’re getting their money’s worth. And once the cracks start to show, it could be a slippery slope to irrelevance.

Moreover, the belief that “as Netflix goes, so goes the industry” is problematic. It creates an illusion of growth and success that may not be entirely accurate. Yes, the market is expanding, and yes, more dollars are flowing into streaming, but if Netflix’s ad-supported model is fundamentally flawed, it could lead to a bubble that’s bound to burst. And when it does, the fallout could affect not just Netflix but the entire streaming ecosystem.

Half-Baked and Ill-Prepared: The Ad-Supported Tier’s Growing Pains

One of the most frustrating aspects of Netflix’s ad-supported tier is how half-baked it feels. For a company that has spent years perfecting its user experience, the ad-supported model seems like a rushed, ill-conceived afterthought. Users have reported missing titles, a lack of consistent content availability, and an overall experience that feels like a step down from what they’ve come to expect from Netflix. While the ad load is lighter than traditional broadcast TV—around four or five minutes per hour—there’s still a sense that Netflix hasn’t fully committed to making this tier work.

Adding to the frustration is Netflix’s decision to phase out its Basic plan, the cheapest ad-free option. This move feels like a bait-and-switch, pushing users towards the ad-supported tier whether they like it or not. In markets like Canada and the UK, Netflix has already retired the Basic plan, and the US and France are next on the chopping block. It’s a risky move that could backfire if users feel they’re being strong-armed into a subpar experience.

But perhaps the most telling sign that Netflix’s ad-supported tier is not ready for prime time is its embarrassingly low fill rates. According to a report by One Touch Intelligence, ad fill rates for the FAST channel market, including Netflix, hover around a dismal 38%. This means that Netflix is struggling to sell ad inventory, and as a result, viewers are being subjected to the same ads over and over again. It’s a classic case of quantity over quality, and it’s doing more harm than good.

Leadership Shakeups and Programmatic Pitfalls: Is Netflix Losing Its Way?

Netflix seems to be aware that something isn’t quite right, as evidenced by the recent departure of their top ad liaison, Peter Naylor. Naylor, a veteran of the industry, was brought in to help Netflix navigate the complex world of advertising, but his exit suggests that the company is still struggling to find its footing. The move towards programmatic, automated channels to sell ad inventory is another indication that Netflix is trying to fix the problem, but it’s unclear whether this will be enough.

The shift to programmatic could streamline the ad-buying process and improve fill rates, but it also comes with its own set of challenges. Programmatic advertising is notorious for issues like ad fraud, viewability problems, and lack of transparency. If Netflix can’t get a handle on these issues, they risk alienating advertisers even further. And with competition in the streaming space only getting fiercer, Netflix can’t afford to drop the ball.

In the end, Netflix’s foray into the world of advertising feels like a series of missteps and missed opportunities. They’ve got the audience, they’ve got the data, and they’ve got the potential to be a major player in the ad space. But unless they can figure out how to deliver a seamless, engaging experience for both viewers and advertisers, they’re at risk of losing the very thing that made them great: their ability to innovate and lead.

Netflix needs to remember that in the world of streaming, content may be king, but user experience is the kingdom. If they don’t get their act together, they might find themselves dethroned.

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Nevada Senate Showdown: How CTV is About to Shake Things Up in the Silver State

With the Senate race in Nevada heating up, it’s clear that the contest between incumbent Jacky Rosen and challenger Sam Brown is far from a snooze-fest. This is the kind of high-stakes, edge-of-your-seat drama that keeps political junkies glued to their screens. And guess what? In this volatile arena, Connected TV (CTV) is poised to be the wildcard that could tip the scales.

Here’s how CTV isn’t just playing the game but changing it entirely.

CTV: Not Your Grandma’s Political Ad Strategy

Forget the old-school approach of blasting ads to anyone with a pulse. CTV is where the real action is. It’s like trading in your clunky old car for a sleek sports model that doesn’t just get you from A to B but does it with style and precision. With CTV, campaigns can zoom in on specific voter segments with surgical accuracy, ensuring that every dollar spent is hitting the right mark. Think of it as your political ad’s personal GPS, directing it straight to the voters who matter most.

Nevada’s Demographics: A Diverse Playground Where Precision is King

Let’s get real—Nevada is a melting pot of political potential. Here’s why targeting the right way matters:

  • Hispanic Voters: With nearly 30% of the population, Hispanics are a force to be reckoned with. Whether it’s about immigration, economic opportunities, or just having your voice heard in Spanish, this group is crucial. Tailoring messages to address their hot-button issues can turn a campaign from “meh” to “¡claro que sí!”
  • Women Voters: Women in Nevada are not to be overlooked, especially with hot-button issues like abortion on the table. Rosen’s backing of the Nevada Right to Abortion Initiative is a clear signal, and Brown’s waffling on the issue makes this group ripe for targeted messaging. Address their concerns directly, and you might just see some serious voter shift.
  • Young Voters: Nevada’s younger crowd is more plugged in than ever, and they’re not just scrolling aimlessly. They care about education, jobs, and climate change. Engage them with dynamic, relevant content, and you might just snag a few more votes.
  • Union Workers: The culinary union and hotel workers are a sizable chunk of the electorate. Address their concerns about job security, wages, and working conditions with pinpoint accuracy, and you’ll make a real impact.

In a state where voter preferences are like sand shifting underfoot, CTV’s laser-focused targeting ensures that every message hits its mark. This isn’t about tossing spaghetti at the wall to see what sticks—this is about delivering content that resonates on a personal level.

CTV’s Game-Changer Status: Proven and Powerful

Let’s talk numbers: political ad guru Jason Mendeloff ran a campaign using CTV’s Slingshot technology and saw a jaw-dropping 368% increase in voter attention. That’s not a typo. This kind of result isn’t just impressive; it’s game-changing.

Origin’s Secret Sauce: Slingshot

Here’s where Origin comes into the picture. Their Slingshot tech is the real MVP, transforming how campaigns reach voters. Partnering with TVision Insights, Origin surveyed 7,237 streaming households and uncovered some eye-opening insights. A whopping 71% of people don’t recall seeing political ads, but they’d tune in if the ads were relevant. And with 65% of respondents still undecided about their 2024 vote, local, relevant content could be the tipping point they need.

Origin’s Slingshot offers unparalleled targeting across multiple networks and media. It’s like having a magic wand that ensures your ads are always on point, whether you’re going for a turnkey approach or a custom solution. This isn’t just a tool; it’s the key to unlocking voter engagement and making every ad dollar count.

The Bottom Line

In the nail-biting world of Nevada politics, CTV is the high-octane fuel that could drive your campaign to victory. With its ability to deliver targeted, compelling content, CTV isn’t just an option—it’s a necessity. If you’re looking to make a real impact in this election, Origin’s cutting-edge technology might just be the game-changer you’ve been waiting for. Buckle up, because Nevada’s Senate race is about to get a whole lot more interesting.

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Google’s New Playbook: Ads Next to Nazis and Naughty Bits

Well, well, well, what do we have here? It seems Google, in all its infinite wisdom, has decided to go on a wild adventure of placing ads next to some of the most revolting content on the internet. You know, the stuff that makes you want to wash your eyeballs with bleach and reconsider your entire digital existence. Welcome to XTwitter, folks—where your brand’s shiny logo could very well be the next thing you see after a video of someone’s amateur audition for “Debbie Does Dallas” or, worse, a rousing speech from Adolf Hitler. Yes, this is the new reality, and it’s as horrifying as it sounds.

So how did we get here? Great question. X, the social media platform formerly known as Twitter, has been on a free-fall trajectory ever since Elon Musk decided to turn it into his personal playground for free speech absolutism—or, as it turns out, a cesspool where the worst of humanity is given a megaphone. Ads from respectable companies—well, companies that used to be respectable—are now cropping up next to content that’s straight out of your worst nightmares.

 You’d think Google, with all its algorithms and AI-powered brainpower, would know better. But apparently, someone in Mountain View thought it was a stellar idea to shove ads onto X’s main feed without bothering to check what’s lurking in the shadows. Spoiler alert: it’s not pretty.

Nancy Levine Stearns, a journalist and friend of mine, with a stronger stomach than most, has been knee-deep in this digital cesspool, documenting the daily horror show that X has become. Picture this: a timeline that looks like it’s been pulled straight from the bowels of the dark web, with ads for your favorite household products cozying up to adult videos that would make even the most seasoned internet users do a double-take. And then, just when you think it can’t get worse, there’s the casual threat to exterminate an entire people, dropped in like it’s just another Tuesday. That’s right, folks. Ads for soap, right next to posts advocating for a “final solution.” If irony had a physical form, it’d be slapping us all in the face right now.

Nancy, bless her, has been keeping tabs on this madness, trying to hold onto her sanity while she documents the collapse of what little decency remains on the internet. It’s like someone threw open the dungeon doors, let the trolls out, and then handed them a megaphone. And Nancy? She’s the one stuck trying to make sense of it all, watching as the line between acceptable and abhorrent content becomes increasingly blurred. But let’s be real—there’s no making sense of this. It’s a full-blown descent into the digital underworld, and Nancy’s just trying to keep from losing her lunch.

But don’t just take Nancy’s word for it. NBC News, always eager for a good horror story, decided to do some digging of their own. And what did they find? Oh, just that X has become the new go-to hub for pro-Nazi content. That’s right—Elon Musk’s grand vision of a “free” internet has devolved into a playground for the worst kind of hate. 

We’re talking at least 150 “Premium” subscribers—yes, people are actually paying to spread this filth—actively posting or amplifying Nazi propaganda. It’s like someone took the darkest corners of Reddit, mashed them up with 4chan’s worst offenders, and then gave them all a stage on X. 

And to make matters worse, Google decided to show up with a keg of ad dollars, sponsoring this digital hatefest.

The platform’s rules, which are supposed to ban glorifying violence, ave turned out to be about as effective as a chocolate teapot in a heatwave. They’re leaking like a sieve, and the hate is spilling out all over the place. X has become a total mess, a quagmire of filth where the worst of humanity is not just tolerated but actively encouraged. And guess who’s getting stuck in the middle of this? 

The brands that thought they were just buying some harmless ad space. They signed up for digital marketing, and instead, they’re getting a front-row seat to the internet’s version of a dystopian nightmare.

So, where does that leave us? Well, it leaves us with a platform that’s gone off the rails, a CEO who seems more interested in shock value than in keeping things even remotely respectable, and a bunch of advertisers who are now scrambling to distance themselves from the hate-filled mess that X has become. It’s a perfect storm of bad decisions, unchecked hate, and the inevitable fallout when you mix the two. Nancy’s got her work cut out for her, and so do the brands trying to untangle themselves from this digital disaster.

One such brand is IQAir, a Swiss company that makes air quality devices. Sounds innocuous enough, right? Well, NBC News caught one of their ads hanging out next to Holocaust denial content. That’s like opening a health food store next to a KFC—only much, much worse. IQAir, understandably horrified, scrambled to adjust their ad settings, trying to steer clear of X’s hate-filled rabbit holes. But here’s the kicker: they were already using X’s targeting features designed to avoid this exact scenario. So much for that. When the system is this broken, it doesn’t matter how many settings you tweak; the hate is going to seep through.

But It Gets Worse

Now, here’s where it gets really juicy. According to MarketingBrew, several advertisers have found themselves unwittingly slapped onto X, like some kind of twisted digital prank. They never signed up for this, and now they’re left wondering why Google decided to take them along for this ride through the internet’s seediest back alleys. One bewildered business owner, who clearly didn’t sign up to be Musk’s bedfellow, told MarketingBrew, “I don’t want us affiliated with anything related to politics or religion…and I don’t want us related to anything extremist.” Well, pal, I’ve got some bad news for you. Your brand is now firmly planted in the middle of the most extremist political cesspool this side of 4chan, thanks to Google’s brilliant partnership with X.

But wait, there’s more! The issue isn’t just about where these ads show up on X—it’s the fact that the whole platform has become a smorgasbord of hate, adult content, and whatever else slithered out of the internet’s underbelly. No joke, someone actually spotted an ad right next to a video of a woman getting intimately acquainted with herself, let’s just say. And I’m not talking about some obscure corner of the site. This was front and center, as if X was trying to channel its inner PornHub. 

The moderation—or lack thereof—on this platform has reached levels of absurdity that would be funny if it weren’t so deeply disturbing. Imagine opening your app to check the news, only to be greeted by an ad for vacuum cleaners followed by someone’s DIY attempt at adult entertainment. It’s like living in a bad fever dream, and we’ve got Musk to thank for it.

Now, you might be wondering what Musk himself has to say about this. As usual, he’s doubling down, telling users that they “should be able to create, distribute, and consume material related to sexual themes as long as it is consensually produced and distributed.” In other words, X is now your one-stop-shop for everything from political hate speech to porn, because, hey, free speech, baby! The man doesn’t seem to care that this turns X into an adult site governed by special laws that are supposed to keep minors—and, let’s be honest, most adults—away from this kind of content. But Musk is on a mission to prove that he’s the king of edgelords, and if that means turning X into the internet’s red-light district, so be it.

This whole fiasco feels eerily reminiscent of the rise and fall of Tumblr, that once-beloved haven for artists, weirdos, and everyone in between. Tumblr was a paradise of adult content until it decided to ban it all in 2018, only to backtrack slightly in 2022 to allow some nudity, just not the explicit stuff. Tumblr realized—albeit a little too late—that maybe, just maybe, letting the internet’s wild side run free wasn’t the best business model. But here’s the difference: Musk isn’t backing down. He’s going full steam ahead, convinced that this NSFW free-for-all is the key to making X profitable, even as advertisers are fleeing the platform faster than rats from a sinking ship. The New York Times reported that X could lose up to $200 million in revenue this year alone because advertisers are tired of their brands getting tarnished by association with this hellscape.

And what does Google have to say about all this? Not a peep. When asked for a comment, Google’s spokesperson apparently ghosted faster than your last Tinder date. And as for the people at X who are supposed to be in charge of safety? Well, they’ve been muzzled too. Apparently, speaking to the media about how the platform’s turned into a digital dumpster fire isn’t part of the job description anymore. So here we are, watching this train wreck in slow motion, with no one at the wheel willing to admit that maybe, just maybe, this wasn’t such a great idea after all.

Welcome to the new X, where your brand’s ad could be the next thing someone sees before they lose all faith in humanity. It’s a brave new world out there, and if you’re not careful, you might just find yourself part of the spectacle. But hey, at least it’s free speech, right?

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 The FTC vs. AI: Who Knew Regulating Lies Could Be So Complicated?

The FTC just dropped the hammer on one of the most obnoxious practices in the world of online marketing: fake endorsements. It’s about time, too, because if there’s one thing consumers don’t need more of, it’s getting bamboozled by bogus reviews and celebrity testimonials that have about as much credibility as a late-night infomercial.

So here’s what went down: On Wednesday, the FTC finalized a rule that basically says, “Enough with the BS.” They’ve made it crystal clear that businesses can no longer sell or buy fake reviews, whether they’re glowing or scathing. You know those sketchy reviews that sound like they were written by a robot? Well, they probably were, and now that’s off the table too. The rule even takes aim at companies trying to game the system with AI-generated reviews—because, apparently, it wasn’t enough to just deceive consumers with human-written lies.

But wait, there’s more! The FTC’s new rule also slams the door on insider reviews that don’t disclose connections. No more getting your cousin’s best friend’s roommate to write a five-star review without mentioning that they’re basically on your payroll. And for those businesses that thought they could get away with setting up a fake “independent” review site to sing their own praises? Think again. The FTC’s coming for you.

And if you’re one of those companies that think they can suppress negative reviews by threatening customers or simply making them disappear? Consider this your official wake-up call. The FTC rule makes it clear that messing with authentic feedback is a one-way ticket to penalty town.

Now, here’s where it gets really juicy: the rule doesn’t just target the usual suspects in the retail space; it’s also throwing shade at the influencer industry. We’ve all seen those cringey fake celebrity endorsements plastered across social media. You know, the ones where some B-list actor pretends to use a skincare product they’ve clearly never touched? Yeah, that’s going to be a lot harder to pull off now. The FTC cited an in-depth Better Business Bureau study that exposed fake celeb endorsements, so if you’re thinking about slapping a fake “As seen on Shark Tank” sticker on your product, you might want to rethink that strategy.

Oh, and speaking of AI, the FTC’s rule also specifically bans the use of generative AI tools to cook up fake reviews. It’s like they’ve been reading the tea leaves and know that as soon as one door closes, marketers are already looking for the next trick up their sleeve. But this time, the FTC’s one step ahead, slapping down that nonsense before it even becomes a trend.

This isn’t just about slapping wrists, either. The FTC means business, with the rule reiterating that fines will be issued for each violation. So, for all those e-commerce sites with thousands of questionable reviews? Let’s just say the penalties could add up faster than you can say “deceptive advertising.”

FTC Chair Lina M. Khan summed it up perfectly: “Fake reviews not only waste people’s time and money, but also pollute the marketplace and divert business away from honest competitors.” In other words, this isn’t just about protecting consumers—it’s also about leveling the playing field for businesses that actually play by the rules.

Now, if you’re thinking this is just another chapter in the FTC’s long-running series of consumer protection efforts, you’re not entirely wrong. But there’s a fresh edge to this latest move, a sense that the FTC is done playing nice with those who think they can pull a fast one on the public. The rule will take effect 60 days after it’s published in the Federal Register, so the clock is ticking for those still trying to figure out how to weasel their way around it.

And in case you’re wondering if this might spill over into politics—well, we’ve already seen the kind of drama that can unfold when fake endorsements start circulating. Just look at the recent mess in Duval County, where a lawsuit is accusing state representative Angie Nixon’s campaign of distributing fake endorsement flyers. It’s a perfect example of how the lines between marketing, politics, and outright deception can blur, and why the FTC’s rule is a big deal beyond just the retail space.

The Bigger Picture: The FTC’s Heavy Hand on AI Raises Concerns

But let’s zoom out for a moment, because this rule is about more than just cleaning up the cesspool of fake reviews—it’s also a signal that the FTC is gearing up to flex its regulatory muscles over emerging technologies like AI. And while this might seem like a win for consumers and honest businesses, it also raises some serious concerns about the FTC’s approach and the potential for regulatory overreach.

The rule explicitly bans the use of generative AI tools to create fake reviews and testimonials, which shows that the FTC is acutely aware of the role AI is starting to play in the marketing landscape. But here’s the rub: the FTC is stepping into a regulatory gray area where the laws haven’t quite caught up with the technology. Critics have already pointed out that the FTC’s move to regulate AI without clear legislative backing could be seen as overstepping its authority.

Take, for example, the criticism that emerged when the FTC first started hinting at regulating AI. There’s a growing chorus of voices arguing that the agency might be biting off more than it can legally chew. As attorney Brian Hengesbaugh, a partner at Baker McKenzie, noted, “The FTC is signaling that they want to take a broad approach to AI regulation, but without specific laws, their actions could be vulnerable to legal challenges.” The FTC’s attempt to regulate AI through existing consumer protection laws—rather than waiting for new legislation to be passed—puts the agency on shaky constitutional ground.

This is where things get even more interesting—and potentially problematic. The recent Supreme Court decision in West Virginia v. EPA is a case in point. The ruling significantly curbed the Environmental Protection Agency’s power to regulate greenhouse gas emissions without explicit congressional authorization, setting a precedent that could come back to haunt the FTC. The Supreme Court’s decision suggests that federal agencies need clear and specific mandates from Congress before they can impose new rules, especially when it comes to regulating cutting-edge technologies like AI.

So, while the FTC’s new rule might look like a strong stance against deceptive practices, it could also be seen as the agency overstepping its constitutional bounds. If the rule is challenged in court—and let’s be real, it probably will be—there’s a legitimate question about whether it will hold up in the long run. The FTC is treading into new territory, and without a solid legal foundation, its efforts to regulate AI could be seen as an overreach.

For those of us who believe in the importance of keeping the marketplace honest, this rule might feel like a step in the right direction. But it’s also a reminder that even well-intentioned regulations need to be backed by law—and right now, the legal landscape for AI is anything but settled. If the FTC wants to continue down this path, it might need to push for clearer legislative backing, or it risks having its efforts undone by the courts.

In short, while the FTC’s heavy hand on AI might be good for society, it also raises the stakes in a legal and constitutional showdown that’s just getting started. Marketers, influencers, and anyone else who thought they could skate by with a little creative dishonesty are in for a rude awakening. It’s time to get real, or get out.

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Meet the Monsters of the Ad Supply Chain: Greed, Inefficiency, and Cowardice

Ok, this might get me killed by the secret advertising police, if they existed — or at least some nasty comments and slander. The advertising supply chain—what a dumpster fire. It’s like someone took the worst parts of a sketchy pawn shop and a DMV waiting line and mashed them together. 

You’ve got layers upon layers of middlemen, each one more useless than the last, all feeding off the same carcass of inefficiency and greed. And the sad part? 

The folks who are supposed to be the gatekeepers—yes, you, media buyers—are too scared to rock the boat. 

So instead, they shuffle papers, collect their paychecks, and pretend the whole mess isn’t about to implode.

The Bloat of the Supply Chain: A Modern-Day Horror Story

Let’s talk about this monstrosity of a supply chain. Once upon a time, programmatic advertising was supposed to be the future—the streamlined, automated process that would make ad buying faster, cheaper, and more effective. Instead, it’s turned into a Frankenstein’s monster of inefficiency. We’ve got so many players involved that it’s like trying to untangle a plate of spaghetti with a pair of chopsticks. Every SSP, DSP, and TLA (Three-Letter Acronym) in the book wants a piece of the action, but all they’re really doing is selling you the same tired inventory over and over. 

It’s the ad industry’s version of Groundhog Day, and we’re all stuck in the loop.

And let’s not kid ourselves—most of what’s being sold as ‘premium’ inventory is about as premium as a gas station sushi. It’s the digital equivalent of selling knock-off handbags on a street corner. You’ve got ads showing up on made-for-advertising sites that no one actually visits, buried in non-viewable placements, or spread across supply chains so convoluted you need a map and a compass just to figure out where your ad is showing up. And the worst part? The people in charge of buying this crap are too lazy or too terrified to do anything about it.

The Emperor Has No Clothes: The Big Lie of Transparency

Let’s start with the fairy tale everyone in the advertising world seems to love—the myth of transparency. It’s right up there with Santa Claus and the Tooth Fairy, only less believable. Sure, everyone talks a good game about transparency, as if just saying the word enough times will somehow make it true. But let’s be real: transparency in the advertising supply chain is about as real as a unicorn sipping a latte at Starbucks. When it comes down to it, no one actually knows where their ads are going, who’s seeing them, or if anyone’s even paying attention. The whole thing’s like playing darts blindfolded in a pitch-black room—sure, you might hit something eventually, but you’re just as likely to end up with a dart in your foot.

But the real kicker? Everyone in the industry knows this. It’s the dirty little secret that everyone’s too scared to say out loud, because once you pull at that thread, the whole thing unravels. The moment you start asking questions, like “Where exactly did my ad dollars go?” or “Why are we paying top dollar for inventory that might as well be invisible?” you’re venturing into dangerous territory. And nobody likes dangerous territory—not when it threatens the cozy status quo that’s been lining pockets for years. So, what do the media buyers do? They pretend it’s all fine, nod along in meetings, and hope no one notices the emperor is buck naked.

Let’s talk about fear—because that’s what’s really driving this trainwreck. Media buyers are terrified of pulling back the curtain and admitting the truth: they’ve been complicit in this mess from the get-go. It’s like that scene in every horror movie where the character knows something’s wrong but decides to go into the creepy basement anyway. Why? Because facing the truth is scarier than whatever might be lurking in the dark. Admitting that the supply chain is broken would mean taking on the big players—the ones with deep pockets and even deeper connections—and that’s a battle most buyers just aren’t willing to fight. After all, who wants to be the one to say that the emperor has no clothes when everyone else is still pretending to admire his fine robes?

And let’s not forget about the money—because, at the end of the day, that’s what this is all about. The current system, as broken as it is, keeps the cash flowing. It’s a gravy train with biscuit wheels, and nobody wants to be the one to derail it. So, instead of fixing the problem, media buyers keep their heads down, cross their fingers, and keep throwing money into the fire. It’s the ultimate in willful ignorance—pretend the problem doesn’t exist, and maybe it’ll go away. Spoiler alert: it won’t.

What’s truly mind-boggling is the sheer level of denial. It’s like watching a slow-motion car crash where everyone’s too busy texting to notice the impending doom. The industry keeps talking about transparency like it’s some magical cure-all, but in reality, it’s just a buzzword that gets tossed around to make everyone feel better. Meanwhile, the same old games are being played, the same old problems are being ignored, and the same old money is being wasted. It’s a vicious cycle, and the only way out is to stop pretending that everything’s fine and start demanding real change.

Audience Curation: The Marie Kondo of Advertising

But there is a way out of this mess, and it’s called Audience Curation. Think of it as Marie Kondo for the advertising world—only instead of decluttering your closet, you’re decluttering your ad strategy. Curation is all about stripping away the layers of crap that have built up over the years and focusing on what really matters: reaching the right people with the right message at the right time.

When you curate your audience, you’re not just playing a numbers game—you’re making sure your ads are seen by people who actually care about what you’re selling. It’s like switching from a shotgun to a sniper rifle. You’re not just spraying and praying—you’re taking careful aim and hitting the target every time. By focusing on real-time data and dynamically updating your targeting, you’re not just improving efficiency—you’re unlocking new opportunities. You’re finding those hidden gems of audience segments that everyone else is missing, and you’re turning them into brand advocates.

The Benefits: Less Crap, More Connection

The beauty of audience curation is that it’s not just about saving money—it’s about building real connections with consumers. When your ads are relevant and aligned with the interests of your audience, people notice. They engage. They convert. And that’s not just good for your bottom line—it’s good for your brand.

But here’s the kicker: curation also future-proofs your strategy. The ad industry is changing faster than a TikTok trend, and if you’re not staying ahead of the curve, you’re going to get left behind. By embracing curation, you’re giving yourself the flexibility to adapt to whatever comes next, whether that’s new technology, new consumer behaviors, or new industry regulations.

The Bottom Line: Get Your Act Together

The advertising supply chain is a disaster, and everyone knows it. But instead of sitting around waiting for someone else to clean up the mess, it’s time to take action. Embrace audience curation, cut through the clutter, and start delivering ads that actually make a difference. Because if you don’t, you’re not just wasting money—you’re wasting your time. And in this business, time is the one thing you can’t afford to lose.

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Jon Bond: The Legend Who Ditched Cookies for a Weightless World

Jon Bond isn’t just a name in advertising; it’s a blazing marquee in the hall of fame of marketing mavens. This dynamo, who forged his reputation at the helm of Kirshbaum, Bond and Partners, is now piloting the good ship Weightless through the turbulent seas of advertising, where antiquated tactics are about as useful as a pager in the age of smartphones. With the glint of a seasoned iconoclast, Jon dishes on his latest caper, “We’re steering a cookie-less AI media firm,” tossing a playful jab at the industry’s old guard clinging to data-tracking cookies like a lifeline. “Picture this,” he quips, “you’re entering a space race, but your competition is saddled with horse and buggies while you’ve already launched the rocket.”

Jon finds immense humor in the sluggish pace at which the advertising industry embraces change. He gleefully recounts an incident from a recent boardroom meeting, which illustrates this point starkly. “All the incumbents are betting on cookies. So they’re tabulating who wins—the cookies or the cookie-less brigade, except there are no cookies on our side. Their score? A resounding zero.” His laughter, rich and hearty, underscores the stark irony of the situation. Here, Jon highlights a glaring truth: the industry clings to its familiar tools and methods with a stubbornness that borders on comical, hesitant to step away from their well-worn paths and into the brisk, invigorating winds of innovation.

This episode isn’t just a funny anecdote; it’s a sharp critique of an industry that often seems to be marching in place. Jon’s amusement at the scenario comes with an edge, a pointed reminder of how slow the ad world is to drop outdated practices and adopt new, more effective technologies. “They’re like old dogs trying to learn new tricks, but they can’t get past their old habits,” Jon might say, pointing out the reluctance to shift away from what’s known and comfortable, even when it’s demonstrably ineffective. His insights aren’t just barbs thrown for the sake of amusement; they’re calculated comments meant to prod the industry into self-reflection and, hopefully, into action.

Indeed, Jon’s laughter serves a dual purpose—it amuses but also cuts through the inertia, revealing the absurdity of clinging to obsolete technologies in a fast-evolving field. He uses humor as a tool to highlight the resistance to change, suggesting that this hesitance is not just a minor hiccup but a significant obstacle to progress. “They hold on to their cookies because it’s what they know, ignoring the fact that the rest of the world is moving on,” he could quip, drawing a clear line between the past and the future. In these moments, Jon’s mirth encapsulates both a critique and a challenge: for an industry so rooted in creativity, it’s time to innovate or be left behind.

Jon Bond’s approach to success in the advertising world isn’t hidden behind curtains of mystery; it’s as visible as the neon lights of Times Square. He brings a maverick flair to the traditional corporate playbook, drawing heavily on insights gained from his New York tenure. “I look for people who’ve uprooted their lives to jump into the chaos of New York,” he admits with a grin, highlighting his preference for individuals who have willingly thrown themselves into the deep end. This strategy isn’t merely about adding new faces to the mix; it’s a calculated move to ensure his team stays on the bleeding edge, riding the wave of innovation rather than being swallowed by the sea of industry stagnation.

Jon’s philosophy stems from an essential truth about the current pace of change in business and technology—it waits for no one. His own leap from the vibrant hustle of the East Coast to the tech-saturated environment of Los Angeles exemplifies his commitment to staying ahead. “As fast as things change, you’ve got to be quicker,” he states, underscoring the need for speed in adaptation and decision-making. This mindset is not just about keeping up; it’s about leading the charge, ensuring that his operations and strategies preempt the next big trend rather than scrambling to catch up.

His method is about proactively crafting the future of advertising by choosing team members who embody flexibility and innovation. Jon’s focus on hiring individuals who have demonstrated boldness in their personal lives is a metaphor for his broader business strategy: embrace risk and reward bravery. This approach ensures that his agency doesn’t just participate in the market but actively shapes it, pushing boundaries and setting benchmarks.

He doesn’t just play the game by the rules—he writes new ones. This is evident in how he integrates the chaos of New York’s melting pot into the DNA of his company culture. He believes that those who can navigate and thrive in such a dynamic environment bring invaluable skills to his business. “These people are used to constant change; they expect it and know how to leverage it,” Jon might say, highlighting why he values this trait. His leadership style is about harnessing this perpetual motion, turning potential turbulence into powerful forward momentum.

By constantly rewriting the playbook, Jon ensures that his agency remains not just a player but a leader in the advertising arena, often dictating the pace and direction of industry innovations. His move to LA wasn’t just a change of scenery but a strategic positioning, placing himself at the heart of technological advancement and creative disruption. This geographical shift mirrors his professional ethos—always be where the future is being made, not where it has been settled.

Jon Bond’s revolutionary approach and relentless drive for innovation serve as a robust testament to his success. His career trajectory and strategic decisions provide a blueprint for navigating the rapidly evolving landscapes of advertising and technology. By staying agile, embracing change, and continually challenging the status quo, Jon exemplifies the qualities necessary to lead and succeed in today’s fast-paced business world. His story is not just about adapting to change but about being an agent of change, a crucial distinction that sets him apart in a field that’s often too content to follow rather than lead.

At the heart of Jon’s latest venture, Weightless, lies a fervent desire to declutter the labyrinthine world of marketing. He paints a vivid picture of the typical client’s plight, overwhelmed by an unwieldy arsenal of agencies. “Imagine juggling 17 agencies,” Jon says, shaking his head. “How do you cut through the red tape to focus on what truly matters—media and impact?” His solution with Weightless is disarmingly simple yet revolutionary: streamline to amplify. It’s about peeling back the layers of bureaucracy to reveal the lean muscle of effective marketing underneath.

This streamlined approach was catalyzed by what Jon describes as an ‘aha’ moment during yet another meeting echoing past frustrations about shrinking budgets. “It was like being stuck in a rerun of a bad TV show,” he laments. “Always discussing what we can’t do because the money’s run out.” That’s when the idea for Weightless took flight—to rise above the financial squeeze by reimagining how resources are allocated and used, making leanness a strategy rather than a limitation.

Reflecting on the heady days at Kirshbaum, Bond, and Partners, Jon’s face lights up as he recalls the culture that became the agency’s lifeblood. “We weren’t just creating ads; we were cultivating an ethos,” he asserts. The environment he fostered wasn’t about conforming to a stuffy corporate mold but about celebrating each individual’s quirks and creativity. This wasn’t merely a workplace; it was a dynamic playground where the best ideas thrived on the fuel of diversity and mutual respect.

Years later, the legacy of KBP’s culture is a vibrant tapestry of stories and reunions. “If there’s a gathering or, heaven forbid, a memorial, you’ll see a flash mob of former colleagues at the nearest bar, reminiscing about the golden days,” Jon shares with a mix of pride and nostalgia. It’s this enduring sense of community and belonging that many of his former team members cite as transformative, not just for their careers but for their lives. It stands as a testament to an environment where people were valued not just as employees but as integral threads in the broader tapestry of the agency’s story.

Jon’s journey from ad world titan to avant-garde leader at Weightless encapsulates more than just a career trajectory; it’s a manifesto on the power of innovation and cultural dynamism. His reflections offer a treasure trove of insights on how navigating the whirlwind of technological and market changes with agility and foresight can set the pace for leadership. In Jon’s world, adapting with a wink and a smile isn’t just advisable; it’s indispensable. It’s this blend of wisdom, humor, and relentless pursuit of transformation that keeps him at the forefront, leading the charge with the flag of innovation proudly unfurled.

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From Technophobe to AI Maven: Naama Manova Twito’s Wild Ride

Ever heard of someone transforming from a tech-averse marketer to an AI trailblazer? Meet Naama Manova Twito, the co-founder of the world’s first fully autonomous AI marketing team. Fasten your seatbelts, folks; this isn’t your typical startup saga. We’re talking about a journey filled with kicking, screaming, and eventually hugging the tech beast.

First up, Naama greets the world with refreshing candor, skipping the usual PR fluff. “Startup founder and an Israeli? You’re always on,” she declares, balancing the stress of a burgeoning business with the unique pressures of Israeli life. If you don’t know, “beseder” isn’t just a word; it’s a philosophy of perpetual survival and a shrug in the face of chaos. Resilience isn’t just built here; it’s forged in the fires of constant flux.

So, how does AI play into this? It’s not just some tool Naama uses; it’s more like an unruly pet that sometimes fetches the paper and other times chews the couch. Transitioning from a technophobe, she was initially resistant to the digital revolution. Imagine someone clinging to their flip phone while the world around them adopts smartphones. It took a retail venture’s harsh realities to shove her into the digital deep end. Running a retail brand with a website while still trying to sell door-to-door was her wake-up call. If she wanted to keep up, she had to embrace the tech she once shunned.

Once she took the plunge, the surprises kept coming. AI’s rapid adoption floored her. Suddenly, everyone—from your grandma to your dog-walker—was using advanced tech. It’s one thing to see AI in a lab; it’s another to see it in everyone’s hands, shaping everyday interactions. Yet, it wasn’t all smooth sailing. Naama found that while AI can handle repetitive tasks, it doesn’t replace the need for human creativity. Think of AI as a sous-chef: great for chopping veggies, but you still need the chef’s touch to make the dish sing.

Reflecting on her career, Naama recalls the wild west days of marketing when a good budget and a catchy slogan could propel a brand to stardom. Then came the digital deluge, social media mania, and the mobile revolution. Just when she thought she had a handle on Facebook, TikTok swooped in to flip the script again. It’s like being in a never-ending game of Whac-A-Mole, where each new platform is a fresh mole to smack. Yet, she sees AI as a game-changer, not just another mole. It’s a tool to cut through the noise, provided it’s used wisely.

The most overhyped trend? People obsessing over whether AI-generated content will rank on search engines. Naama is unfazed. She sees the future of search evolving beyond traditional SEO. Search engines won’t be the gatekeepers they once were; AI-powered assistants are the new frontier. It’s less about ranking and more about relevance and reliability.

Keeping her team motivated in this fast-paced industry is another feat. Coffee, of course, fuels the fire, but Naama’s real secret is empowering her people. She’s mastered the art of stepping back and letting her team run the show. Picture a bustling office at 7 PM, everyone working like their lives depend on it because, in many ways, they do. Senior and junior developers mix, match, and mesh, driven by a shared passion for innovation.

When asked about her advice for newcomers, Naama emphasizes curiosity. In an industry where jargon can be a minefield, she advises asking questions, no matter how stupid they might seem. Better a moment of embarrassment than a lifetime of ignorance. And if you’re surrounded by smart, supportive people, those questions will only propel you forward.

Throughout her career, Naama has had her share of mentors and tormentors. From supportive parents to challenging bosses, each figure has shaped her path. She recalls leading an IPO at 24, a milestone that boosted her confidence and set the stage for future successes. These experiences, both good and bad, built her resilience and fueled her drive.

Naama’s proudest moment? A personal one. Despite the demands of startup life, she beams with pride when her daughter publicly admires her on social media. Balancing work and family is a tightrope walk, but moments like these validate the sacrifices and hard work.

Introducing AI-driven solutions to clients often evokes skepticism. But Naama’s small business clients adapt quickly, seeing AI as a lifeline rather than a threat. Larger organizations, however, face resistance from employees fearing job loss. Naama believes in rewarding tech adoption, turning potential foes into allies.

AI’s unexpected quirks provide their share of laughs. Like the time it suggested “mattress matters” for a rock-themed campaign, complete with pebbles as imagery. It’s a reminder that while AI is powerful, it still needs human oversight to stay on track.

Looking ahead, Naama envisions hybrid teams, where AI and humans work seamlessly together. She dreams of a world where AI handles the grunt work, freeing humans to focus on creativity and strategy. It’s not about replacing jobs but enhancing them, creating a partnership that pushes the boundaries of what’s possible.

Naama’s ultimate goal? To make marketing fun again. She longs for the days of Mad Men-style creativity, where brainstorming wild ideas over drinks was the norm. By offloading the mundane tasks to AI, she hopes to reclaim that joy and spontaneity in marketing.

And if she had a superpower? Forget flying or invisibility. Naama wants the foresight of Bradley Cooper in “Limitless.” For a startup founder juggling countless tasks, seeing 50 steps ahead would be a game-changer. Outside of work, her guilty pleasure is baking—an overcompensation for a history of eating disorders. It’s her way of balancing the high-stakes world of AI with something tangible and therapeutic.

If stranded on a desert island, Naama’s dream team includes her family, Gordon Ramsay for culinary delights, and Norah Jones for the soundtrack. It’s a mix of personal and professional inspiration, a blend of support and skill.

Books that changed her life? Chris Voss’s “Never Split the Difference” tops the list. It’s a masterclass in negotiation, blending FBI tactics with business acumen. Naama’s takeaway? Compromise isn’t always the best solution. Sometimes, it’s about finding the right solution.

In the marketing world, she admires Estée Lauder’s audacity. From making creams at home to breaking a bottle of perfume at a department store to grab attention, Lauder’s fearless approach resonates with Naama. It’s the kind of bold, rule-breaking spirit she aspires to embody in her career.

And the funniest business mishap? A unicorn-riding daughter crashing a serious Microsoft Zoom meeting. It’s the kind of surreal, only-during-COVID moment that breaks the ice and humanizes even the most professional settings.

Naama’s legacy in the marketing world is clear: transforming the mundane into the magical, blending AI’s efficiency with human creativity. She’s not just changing the game; she’s rewriting the rules, one innovative step at a time.

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WTF Google: The Cookie Clusterf**k Continues

Google’s latest move is a doozy. After years of waffling on third-party cookies, the tech behemoth has decided to keep the cookies. On Monday, Google announced it would no longer axe support for third-party cookies in Chrome. Instead, they’re pushing other options that supposedly give users more control over their privacy and tracking—like handing a fox the keys to the henhouse.

Let’s talk about the shiny distraction they’ve rolled out: the Privacy Sandbox. Imagine Google as the Wizard of Oz, pulling levers behind a curtain, promising that their set of tools in Chrome will help users manage the cookies tracking them. Google’s selling it like the ShamWow of privacy solutions, claiming that as more people buy in, the magic will only get better. But like any good infomercial, there’s a catch: this “magic” requires a Herculean effort from publishers, advertisers, and anyone else in the digital ad circus.

“In light of this, we are proposing an updated approach that elevates user choice,” Google said in a Monday blog post. “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.” Translation: We’re moving the goalposts again, folks. Enjoy the perpetual limbo.

Google’s cookie saga has been like watching a soap opera—just when you think it’s over, they pull you back in with more drama. First, they aimed to start blocking third-party cookies in 2022. Then they kicked the can to the second half of 2024. And when that wasn’t enough, they delayed again until early 2025. It’s like watching someone try to quit smoking by keeping a pack of Marlboros in their pocket “just in case.”

Users see third-party cookies as creepy stalkers following them around the internet. Regulators are side-eyeing the whole charade, worrying that the privacy tools are as effective as a screen door on a submarine. Meanwhile, websites and advertisers cling to these cookies like lifeboats, claiming they’re essential for understanding user habits and interests. With everyone chiming in on Google’s plans, it’s no wonder the company has been playing a game of kick-the-can.

Even the UK’s Competition and Markets Authority has scrutinized Google’s plans, fearing it could stifle competition in digital advertising. “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time,” said Anthony Chavez, VP of the Google-backed Privacy Sandbox initiative. It’s like Google is saying, “We’ll still track you, but now you get to pretend you’re in control.”

The Peanut Gallery Chimes In

Digiday’s Take: “Some media execs told Digiday they were still letting bigger players like Criteo and Index Exchange use their inventory for scaled tests. But once the reports came out, publishers realized the juice wasn’t worth the squeeze. Latency issues and revenue losses were the main gripes. Justin Wohl, CRO of Snopes and TV Tropes, said, ‘We 100% divested from Privacy Sandbox testing once they pushed the timeline on deprecation. It’s unsustainable for smaller publishers to waste time or money on this.'”

LinkedIn Insight by David Kohl: “David Kohl, CEO of Symitri, sees Google’s cookie dance as a chess match between anti-trust and privacy regulators. ‘My jaw dropped when I read this. I didn’t think this would be the next chess move. Businesses still need to protect their data without relying on Google. Privacy is a fundamental human right, and advertisers and publishers need to stop the data leakage.'”

Tom Hespos’ Two Cents: “Tom Hespos, Chief Media Officer, remarked, ‘There’s little incentive for Google to ditch 3P cookies. We’ve been down this road since the late 90s. Brands should still focus on building their first-party data assets. Investing in first-party data reduces friction and costs in advertising and analytics. This doesn’t change, only the urgency does.'”

Daniel Jaye’s Take: “Ad-Mar Tech/Big Data expert Daniel Jaye isn’t sure who loses here other than consumers. ‘Google dodges anticompetitive pressure and keeps the ecosystem going. People have wasted time and money on 3PCD and sandbox, but that’s water under the bridge. Privacy advocates still have their fight.'”

Grant Parker, President of Flashtalking by Mediaocean: “A lot of the good work that was done to prepare for the cookie-less future will continue to apply to omnichannel advertising. With the emergence of social media, CTV, and other cookie-less channels, advertisers were already adapting to working in a multi-ID, multi-signal environment, and Google’s change of plans won’t change this basic reality.”

Mark McEachran, VP of Product Management at Yieldmo: “While this doesn’t present absolute closure that there will be a new privacy roadmap for Chrome, I’m encouraged by the bold move here. At the very least, this all but likely gives an air of much-needed certainty on how the industry can adapt and move forward without concerns about the unknown.”

EFF’s Lena Cohen: “This is an extremely disappointing decision that highlights Google’s commitment to profits over users’ privacy.”

Daniel Hart, Editor in Chief at Ready Steady Cut: “Google is officially an unnecessary hindrance to business operations. Endless meetings for the last two years discussing deprecating third-party cookies and thinking of solutions. And for what? Absolute joke of a company.”

Zach Edwards, Privacy and Data Supply Chain Researcher: “Google’s decision not to deprecate 3rd party cookies is further proof they can’t be trusted with the responsibilities they have as a global data controller via Chrome. From bait and switches on their competitors to broken privacy promises to regulators. Absolute clown show.”

Thomas Scovell, CCO of Alkimi Exchange: “So Google, because you’ve pulled the pin on removing 3rd party cookies, after making the ad industry scramble for half a decade – I’m going to have to invoice you for my wasted time. Prompt payment appreciated.”

Conclusion: The Cookie Crumbles On

Everyone involved in online advertising has been testing Google’s Privacy Sandbox APIs, and on Monday, Google Ads shared results from its latest Privacy Sandbox experiments. Google Ads found that it could recover 86% of advertiser spend on DV360 and 89% for Google Display Ads with the Privacy Sandbox. Publishers saw a 34% revenue hit without third-party cookies and only a 20% hit with the Sandbox. But these findings clash with others, like Criteo’s, which reported a 60% revenue dip without third-party cookies.

One thing’s for sure: this latest twist in the cookie caper has everyone buzzing, and not in a good way. Buckle up, because this rollercoaster ride is far from over.

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#MADWOMEN: From Catwalk Queen to Data Diva

Hold onto your spreadsheets, people, because today we’re talking about Phoenix Ha—a powerhouse who ditched the glamour of Vogue for the grit of data crunching at AdBeacon. Picture a supermodel who can strut in stilettos and then pivot to dominate a boardroom, all without smudging her lipstick. That’s Phoenix for you: a whirlwind of brains, beauty, and boundless ambition, wrapped in one fabulous package.

The Aha Moment: From Runways to ROI

Imagine Phoenix Ha in her prime, gliding down the runway with the grace of a gazelle in Gucci. Now fast forward, and there she is, not in designer duds but knee-deep in data, finessing click-through rates like they’re haute couture. So, what lured her from the catwalk to the world of conversion tracking? Was it the allure of spreadsheets? Hardly. Instead, it was a blend of necessity and sheer curiosity. Broke but not broken, Phoenix found herself interning at a creative agency during the boom of experiential marketing, rubbing elbows with giants like Nike and Modelo. The thrill of turning art into tangible ROI was intoxicating.

Phoenix didn’t just pivot; she pirouetted from modeling to media with the elegance of a ballet dancer and the tenacity of a pit bull. The “aha” moment wasn’t a spotlight epiphany but more of a creeping obsession. Media buying snagged her heart because, unlike the nebulous world of high fashion, it offered clear, quantifiable results. The real kicker came when she started working on the Brain Brixton account, facing high-powered executives who made her sweat like a nervous pageant contestant. Instead of crumbling, Phoenix rose to the challenge, becoming addicted to the adrenaline of data-driven marketing.

Channeling Creativity into Campaigns

Phoenix Ha’s creative background wasn’t left on the runway; it was just the beginning. Transitioning from the glitz and glamour of high fashion to the analytical world of media buying, she didn’t abandon her flair for the dramatic. Instead, she harnessed it, bringing a refreshing boldness to the field. Imagine her approach as a fusion of avant-garde fashion and meticulous data analysis—a blend of daring creativity and precision. While many in the industry play it safe, adhering to conventional strategies, Phoenix is the outlier. She’s the rogue artist who refuses to conform, coloring outside the lines and infusing her campaigns with a unique vibrancy that sets her apart.

In a world where most media buyers follow a script, Phoenix is constantly asking, “What if?” This question drives her to explore uncharted territories, to experiment and innovate in ways others might find too risky. Her background in modeling and experiential marketing taught her the importance of standing out and capturing attention, skills she now applies to media buying with the finesse of a seasoned artist. She sees beyond the data points and metrics, envisioning campaigns as works of art that can inspire and engage on a deeper level. This perspective allows her to push the boundaries of what’s possible in digital advertising, challenging the status quo and daring her peers to think bigger and bolder.

Phoenix’s approach is not just about being different for the sake of it; it’s about driving real results through creative innovation. By merging the audacious imagination of a top designer with the analytical precision of a Wall Street quant, she creates campaigns that are not only visually striking but also strategically sound. This rare combination of skills makes her a formidable force in the industry, capable of seeing opportunities where others see obstacles. Her willingness to take risks and think outside the box has earned her a reputation as a visionary in media buying, someone who is not afraid to disrupt the norm and set new standards for creativity and effectiveness in advertising.

AI & First-Party Data: The Crown Jewel of AdBeacon

In the post-iOS 14.5 apocalypse, where digital advertisers faced an unprecedented nosedive in tracking capabilities, many were left scrambling in the murky waters of lost data. The update’s stringent privacy measures rendered traditional tracking methods nearly obsolete, causing widespread panic across the industry. Yet, amid this chaos, Phoenix Ha saw a golden opportunity. While others floundered, she boldly navigated these treacherous waters, diving headfirst into the realm of first-party data. Her vision led to the creation of AdBeacon, a guiding light for advertisers struggling to adapt. This wasn’t just a new tool; it was a lifeline, a beacon of hope illuminating the path forward in a dark, data-deprived world.

AdBeacon emerged not merely as a product but as a labor of love, meticulously crafted with the finesse of a top-tier designer and the precision of a master jeweler. Every feature and function was designed with the end-user in mind, offering a seamless integration of creativity and analytics that transformed the media buying landscape. Phoenix envisioned AdBeacon as more than just a data tool; it was a revolution. This platform was built to empower media buyers, giving them the tools they needed to not only survive but thrive in the new era of digital advertising. With its sophisticated AI and robust first-party data capabilities, AdBeacon quickly became an indispensable asset for advertisers looking to reclaim their lost edge.

Phoenix’s ultimate goal with AdBeacon was ambitious yet profoundly impactful: to turn junior media buyers into seasoned pros. By leveraging the power of AI and first-party data, she aimed to democratize expertise in media buying, making advanced strategies accessible to all. AdBeacon’s intuitive design and powerful analytics offered a training ground where novice buyers could hone their skills and achieve results previously reserved for the industry’s elite. In this way, AdBeacon was positioned to become the Versace of the ad tech world—synonymous with excellence, innovation, and unparalleled quality. Phoenix’s vision was not just to create a tool but to set a new standard in the industry, fostering a new generation of media buying maestros equipped to navigate the complexities of the digital landscape with confidence and creativity.

Personal Life: Beyond the Boardroom

Phoenix’s ultimate goal with AdBeacon was ambitious yet profoundly impactful: to transform junior media buyers into seasoned pros. This vision was rooted in the belief that expertise in media buying should not be an exclusive club but a skill accessible to all willing to learn and adapt. By leveraging the power of AI and first-party data, AdBeacon sought to democratize the media buying process, offering tools that simplified complex strategies and provided clear, actionable insights. This approach ensured that even those new to the field could quickly grasp advanced techniques and deliver exceptional results. Phoenix understood that knowledge is power, and AdBeacon was her way of distributing that power widely.

AdBeacon’s intuitive design and powerful analytics were central to this mission. The platform was crafted to be a training ground where novice buyers could learn, experiment, and refine their skills. By providing real-time feedback and robust data analysis, AdBeacon allowed users to understand the impact of their decisions instantly, fostering a hands-on learning environment. This experiential learning model was a game-changer, enabling new media buyers to achieve results that were once thought to be the domain of the industry’s elite. Through its user-friendly interface and comprehensive features, AdBeacon bridged the gap between theory and practice, making high-level media buying both approachable and effective.

In this way, AdBeacon was positioned to become the Versace of the ad tech world—synonymous with excellence, innovation, and unparalleled quality. Phoenix’s vision extended beyond creating a useful tool; she aimed to set a new standard in the industry. By fostering a new generation of media buying maestros, AdBeacon empowered users to navigate the complexities of the digital landscape with confidence and creativity. This new standard was not about following trends but about setting them, driving the industry forward through continuous improvement and groundbreaking innovation. Phoenix’s commitment to excellence ensured that AdBeacon was not just another tool in the market but a revolution that would shape the future of media buying..

If Phoenix could text her younger self, she’d keep it simple: “Stop being so dramatic. You’re going to be fine.” And fine she is—proving every day that you can pivot from the catwalk to the data dungeon and still come out on top, heels and all.

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AI Hysteria: Are We Heading for Another Dot-Com Debacle?

Hold onto your hats, folks, because the AI hype train is barreling toward what looks like a brick wall. Investors are sweating bullets, wondering if they’ve thrown billions into the next big thing or the next big flop. The whispers in Silicon Valley are getting louder: Is this the second coming of the dot-com crash?

Let’s dive into some numbers that will make your head spin. David Cahn from Sequoia Capital, a guy who probably has more zeros in his bank account than most of us have seen in our lifetimes, dropped a bombshell. He said AI companies need to rake in about $600 billion annually to justify their shiny new datacenters. For context, that’s like asking your neighborhood lemonade stand to pay off the national debt. Nvidia, the poster child of AI hardware, made a cool $47.5 billion last year. Impressive? Sure. But it’s like putting a Band-Aid on a bullet wound when you look at the overall costs.

 Déjà Vu, Dot-Com Style

Remember the dot-com bubble? If you were too young or too busy playing with your Tamagotchi, let me paint a picture: It was like a frat party where everyone thought they were the next Mark Zuckerberg before Facebook was a thing. Then, bam! The bubble burst, and people’s dreams of endless riches turned into nightmares of bankruptcy. It was a bloodbath, and if you think the AI craze is any different, I’ve got a bridge to sell you.

James Ferguson, a grizzled veteran from MacroStrategy Partnership, isn’t buying the AI hype. On a recent episode of “Merryn Talks Money” (a podcast that sounds like it’s trying too hard to be hip), he likened the AI frenzy to the dot-com days. “These historically end badly,” he said, probably while sipping a scotch and rolling his eyes. According to him, AI is still “completely unproven,” and if it can’t be trusted, it’s about as useful as a screen door on a submarine.

 The Hallucination Hilarity

Let’s talk about one of AI’s most charming quirks: its tendency to “hallucinate.” No, it’s not dropping acid at Burning Man or getting high on its own supply. In AI lingo, hallucinations mean spitting out completely wrong or misleading information with all the confidence of a seasoned politician. Imagine you ask your GPS for directions to the nearest Starbucks, and it tells you to drive straight into a lake. Fun times, right? This issue makes AI about as reliable as your drunk uncle at a family reunion, who insists he can balance a beer bottle on his nose—right before he faceplants into the buffet table. It’s the kind of problem that keeps tech executives awake at night, wondering if their shiny new AI toy is going to embarrass them on a global scale.

Ferguson, ever the realist, suggested that Nvidia—a leading producer of AI computing chips—might be as overvalued as a tech stock in the dot-com bubble. Remember those days? Companies were valued higher than Mount Everest without making a single penny. Nvidia, the golden goose of AI, is hailed as the savior of the tech world, but what happens when the goose starts laying rotten eggs? You’ve got a room full of investors with egg on their faces and a very expensive omelet no one wants to eat. It’s a high-stakes game of financial chicken, and the question on everyone’s lips is whether Nvidia can deliver the goods or if it’s all just a lot of hot air.

The problem with these AI hallucinations is they’re not just funny—they’re potentially dangerous. Picture AI running a critical system, like healthcare diagnostics or autonomous driving, and deciding to take a creative detour. That’s the stuff of dystopian nightmares. Yet, here we are, pouring billions into technology that sometimes behaves like a misinformed toddler. Investors are starting to wonder if their AI darling is really worth the hype or if they’ve been sold a bill of goods. After all, nobody wants to wake up one morning to find out their multi-billion-dollar investment is about as useful as a chocolate teapot. The AI dream could quickly turn into a very expensive nightmare if these issues aren’t ironed out soon.

AI: Savior or Sideshow?

Generative AI was supposed to be the silver bullet for everything from content creation to customer service. Picture a world where your every mundane task is automated, and your customer service interactions are smoother than a baby’s bottom. The tech wizards promised us a future where AI would write our reports, solve our customer complaints, and maybe even tuck us in at night. But now, even the most devout AI evangelists are starting to hedge their bets. Companies are setting up “sandboxes” to test AI in controlled environments, hoping to avoid any public meltdowns. It’s like testing a new kind of fireworks in a bomb shelter—you hope for a spectacular show, but you’re prepared for a disaster.

The term “sandbox” sounds cute and playful, but let’s be real. It’s a padded room for AI to play in without causing chaos in the real world. These companies are essentially saying, “Hey, we believe in our AI, but just in case it tries to start World War III or turn our customer complaints into existential crises, we’ll keep it locked up where it can’t do too much damage.” It’s a bit like handing a toddler a chainsaw and saying, “Go play outside, but stay within the fenced yard.” You’re bracing for something to go horribly wrong.

Tim Lippa from Assembly summed it up nicely: “Everything is AI now. Is it really?” Spoiler alert: Not always. Slapping an AI sticker on your product doesn’t make it smarter, just like putting a Ferrari logo on a Honda Civic doesn’t make it faster. And the industry is littered with these faux-AI products that promise the moon but deliver a soggy slice of cheese. It’s the tech world’s equivalent of putting lipstick on a pig and calling it a beauty queen. The label might look fancy, but underneath, it’s still just a pig.

The market is now flooded with AI products that are about as intelligent as a box of rocks. These so-called AI solutions often turn out to be nothing more than glorified algorithms, doing the same old tasks but with a shiny new badge. Companies are trying to jump on the AI bandwagon faster than hipsters flocking to the next avocado toast trend. They think they can sprinkle a little AI fairy dust on their outdated tech and suddenly be the next big thing. But newsflash: If your core product is garbage, no amount of AI sparkle is going to turn it into gold.

The problem is, there’s a lot of smoke and mirrors in the AI industry right now. Companies are over-promising and under-delivering, making bold claims about their AI capabilities while quietly setting up those padded sandboxes in the backroom. It’s a classic case of “fake it till you make it,” but in this high-stakes game, the stakes are billions of dollars and the future of entire industries. Investors are starting to get wise to the act, and the once unshakable faith in AI is beginning to wobble.

Virtual Influencers: The Digital Mirage

Remember the buzz around virtual influencers? Digital creations like Lil Miquela were supposed to revolutionize marketing. Instead, they’ve become the tech world’s version of pet rocks. Becky Owen from Billion Dollar Boy nailed it: The hype has died down, and brands are shifting focus to more tangible tech like chatbots. It turns out, people prefer influencers with a pulse. The height of it was, everyone wanted to have a story in the headlines and have something, and that’s really gone down,” said Becky Owen, chief marketing and innovation officer at Billion Dollar Boy influencer marketing agency.

In the age of TikTok, authenticity is king. Virtual influencers, no matter how polished, can’t replicate the genuine connection that real humans offer. Brian Yamada from VMLY&R hit the nail on the head: AI influencers lack the cultural resonance and authenticity that real people bring to the table. They’re the tofu of the influencer world – technically food, but lacking the flavor and texture we crave.

In the early 2010s of virtual influencers, they existed largely as still images. “It’s reasonable to assume that the growth of TikTok, as well as audiences seeking motion/video content, made maintaining those virtual influencers a much heavier lift for those managing the pages,” Jay Powell, svp of communications and influencer at Crispin Porter Bogusky, said in an email.

That’s not to say the industry will stumble upon a digital graveyard anytime soon. Miquela continues to post regularly, having recently landed an ad with Worldcoin, a biometric cryptocurrency project, and appearing alongside celebrities like Spanish singer-songwriter Rosalia on Instagram. But perhaps in the same vein as social commerce and live shopping, these tech trends have taken off in Asian countries only to fizzle out in the West — at least for now.

At Dentsu Creative Singapore, however, the technological advancements of AI in the influencer space have spurred, according to Prema Techinamurthi, who serves as managing director. Said growing interest is based on virtual influencers ability to adapt in any scenario, consistency and creative control for marketers and global appeal, given virtual influencers can be designed to cross geographical and language barriers.

The Glorified Guinea Pigs

Let’s be real. AI right now is a bunch of glorified guinea pigs running around in their little sandboxes, making cute noises but not really doing anything groundbreaking. It’s like we’ve handed these little critters the keys to the kingdom and then locked them in a playpen because, surprise, surprise, they can’t be trusted not to poop all over the place. Cristina Lawrence from Razorfish mentioned recently that their agency has agreements with larger platforms to keep data sandboxed. Translation: “We don’t trust our AI not to turn our data into digital confetti, so we’ve wrapped everything in bubble wrap and put up baby gates.”

You have to understand, these “multiple levels of check steps” are just fancy talk for “we’re covering our butts because we have no idea what this tech is going to do next.” It’s like giving a toddler a Sharpie and hoping they’ll create a masterpiece instead of redecorating your walls. Lawrence’s idea of “open and transparent” might as well be corporate speak for “we’re doing everything we can to make sure our AI doesn’t accidentally set the office on fire.” The digital equivalent of bubble-wrapping everything to make sure nothing gets scratched? More like bubble-wrapping everything to ensure our jobs don’t go up in flames when the AI decides to go rogue.

And let’s not pretend this is an isolated practice. Everyone in the AI game is playing it safe, building these digital playpens for their tech like it’s a pack of unpredictable puppies. These sandboxes are supposed to be where AI can stretch its legs and run around without causing too much damage, but really, it’s more like letting them frolic in a padded room. It’s cute, sure, but groundbreaking? Not even close. We’re watching a bunch of digital hamsters running on their wheels and calling it progress. Meanwhile, the tech giants are patting themselves on the back for being “innovative” while essentially playing it safe.

So here we are, with all this supposed cutting-edge technology, and what are we doing with it? Playing digital babysitter. We’ve got these AI guinea pigs locked up tight because, frankly, no one wants to deal with the mess if they get out. It’s the ultimate in corporate CYA—cover your ass—making sure that if something goes wrong, it’s contained and controlled. The future of AI is looking less like a sci-fi utopia and more like a highly monitored daycare where every move is watched and every potential tantrum is preemptively managed. So much for the brave new world.

The Verdict

So, is the generative AI boom dead? Not quite. But the cracks are showing, and the tech world’s latest darling might be in for a rough ride. The bubble might not have burst yet, but you can bet there are plenty of folks watching closely, ready to say “I told you so” if it does. In the meantime, keep your popcorn handy – this show is far from over.

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Neverblue Launches Mobile Cost per Install

Neverblue, the mega-affiliate CPA network has announced today that they are launching through Neverblue Mobile, a new cost per install platform. This platform will allow publishers to promote installations of mobile applications for both Apple and Android phones.

According to Neverblue

Mobile app publishers and developers can easily enable Neverblue Mobile CPI tracking using a web-based wizard that simplifies and streamlines the integration of the required SDK. The CPI reporting has been seamlessly integrated into the Neverblue Mobile tracking and analytics interface which empowers affiliates who are experienced with other types of mobile campaigns to easily transition to CPI campaigns.

“Growth in CPI advertising spend has been hampered by the lack of reliable and accurate tracking,” said Gregg Stewart, Neverblue’s VP of New Media Platforms. “Neverblue Mobile’s new app download tracking system enables developers and publishers to confidently scale their app download campaigns”.

Neverblue is entering the mobile application field after several other companies including OfferMobi, SponsorMob and MobPartner.