YouTube's direct response capabilities are now a game changer for DTC brands.

For advertisers who: a) are consistently over-achieving on ROAS b) have overcome the Enhanced Conversions & Consent Mode hurdle c) have started asking themselves where to drive new growth from Google Ads For the last couple of years, the answer has been testing Demand Gen. But even then, there are obstacles for advertisers looking to grow. Historically, it's been the cost and time demand for producing strong video creative that's prevented launching upper-funnel campaigns like YouTube Ads & Demand Gen. But now, with the new controls & creative toolsets within the Ads platform, enabling video creative is more accessible than ever.

Demand Gen and YouTube campaigns might seem similar, but they play completely different roles in your advertising funnel. Using the wrong one can and will result in your advertising dollars being burned away. Here’s my breakdown of when to use each → https://lnkd.in/egTfUuwG

In this episode, Benjamin Shapiro sits down with Amanda Martin, Chief Revenue Officer at Mediavine, the largest independent full-service ad management firm in the US. Amanda brings deep expertise in programmatic advertising, having contributed to publications like AdExchanger, Digiday, and eMarketer, and regularly speaking at industry events including AdMonsters Publishers Forum and Adweek NexTech. ## What You'll Learn: **Moving Beyond Vanity Metrics**: Amanda challenges the common focus on CTR and CTA metrics, advocating for business-focused KPIs that actually matter to your CFO. Learn why retail media networks are seeing such success by focusing on bottom-line results rather than traditional media metrics. **Programmatic Optimization Tactics**: While having clear KPIs is essential for any advertising strategy, programmatic presents unique technical challenges. Amanda dives into the specific optimization tactics that matter most - from ensuring proper data flow to effective targeting strategies that go beyond basic campaign setup. **The CFO Test**: Discover Amanda's framework for determining whether your programmatic campaigns are truly successful: "When you can get your CFO to actually care about the KPIs of your campaign, I think you're winning." Learn how to align your programmatic strategy with business outcomes that executives actually understand and value. **Industry Evolution**: Explore how the programmatic landscape is evolving with retail media networks, offline data sources, and new curation approaches that are bridging the gap between digital media success and real business results. This conversation cuts through the technical complexity of programmatic advertising to focus on what actually drives results. Whether you're managing programmatic campaigns or evaluating their effectiveness, Amanda's insights provide a clear roadmap for optimization that goes beyond the typical industry advice.

Why Attribution Clarity in Programmatic Media Outpaces Other Paid Channels? In the rapidly evolving landscape of digital advertising, one question consistently searched and debated by professionals is: Which paid media channel delivers the most precise attribution insights? The answer increasingly points to programmatic advertising—and here’s why. Programmatic media harnesses real-time bidding and granular data integration, enabling unparalleled visibility into each impression, click, and conversion. Unlike traditional paid channels, where attribution often relies on overarching last-click models or aggregated reports with latency, programmatic provides instant, multi-touch attribution models that map the customer journey comprehensively. This clarity does not just enhance measurement—it fundamentally improves optimization. Advertisers can adjust spend dynamically, target more effectively, and reduce wasted budget with data-backed confidence. The result? Higher ROI and sharper campaigns that evolve with audience behavior. In contrast, many legacy channels remain constrained by siloed data and slower reporting cycles, limiting their ability to provide the nuanced insights that programmatic delivers by default. For marketers and media buyers committed to accountability and agility, programmatic represents the gold standard in attribution clarity—transforming how success is measured and achieved. Curious how this evolving capability can reshape your media strategy? Let’s discuss. #ProgrammaticAdvertising #DigitalMarketing #AttributionModeling #MediaBuying #MarketingAnalytics #AdTech #MarketingStrategy

🎯 Simplifying Programmatic Buying for the Holiday Season (and Beyond) Advertising during the holidays is always a balancing act. Campaigns need speed, scale, transparency, and access to premium inventory - all while keeping campaign setup frictionless. Microsoft Advertising’s new Media Marketplace (https://lnkd.in/gU-FG5Zk) aims to address exactly that. Here’s what’s exciting: 🚀 Streamlined cross-channel activation Buyers can activate curated media packages via deal IDs on their preferred DSP, without jumping through extra hoops like contracts or extra setup. 🔍 Greater transparency & insights You get visibility into bid competitiveness, deal domains/apps, integrated planning tools, and up-to-date package details. 📦 Curated package variety Whether you want Microsoft O&O inventory (Outlook, MSN, Activision Blizzard...) or premium publishers (e.g. The Guardian, WSJ...), there’s a package suited to your goals - filtered by geography, format, or audience. 🛠️ Ease over complexity In an ecosystem often criticized for “too many layers,” Media Marketplace positions itself as a simpler, more efficient alternative - no need for sales cycles or legacy overhead. In short: for brands, agencies, and media buyers looking to scale smarter during the holiday push (and sustain momentum year-round), this could be a game changer. If you’re planning your holiday ad strategy and have further questions about how this fits with your media stack, feel free to reach out! #Advertising #Programmatic #DigitalMedia #AdTech #MarketingInnovation #HolidayCampaigns 🎄 https://lnkd.in/gP5gj-iS

❌ AMC audiences lookback periods Siloed ad operators are missing this important point AMC Lookback periods are not random They are based on retail signals "repeatability" More repeatable products (CPG) should have a large lookback period Less repeatable products (electronics) should have a small lookback period Why? More repeatable products dont have a high involvement period. Customers buy and move on. But customers give you a second chance in their next buying period Retarget the customer with 30-60 days lookback period. -- Less repeatable products have a high involvement period Customers think before they buy But once they buy, they don't give you a second chance for a LONG time. Retarget the customer with 1-7 days lookback period Below is an example of lookback period comparison for a high repeatable product. High lookback period not only generated higher impressions, clicks but also orders and better conversion rate. --- This is day 73/100 of sharing 100 sins of Amazon PPC. I’ll expose the biggest mistakes in Amazon PPC: sins that kill your performance and waste your budget. We’ll break down what’s really hurting your campaigns, from poor campaign structure to optimization mistakes, AMC, DSP, and retail signals. If you're an Amazon seller or agency, follow along as I address one sin at a time and give you actionable steps to fix them. Atom11

When I first stepped into digital advertising, I thought running ads meant manually choosing websites, negotiating placements, and hoping for the best. But soon, I realized the industry had already moved ahead — and that’s where programmatic advertising completely changed my perspective. Instead of calling publishers or locking deals manually, programmatic uses automation. Here’s how I understood it: - DSP (Demand-Side Platform): This is where advertisers like us set goals, budgets, and targeting. It decides when and where our ads should appear. - SSP (Supply-Side Platform): On the other side, publishers use SSPs to make their ad inventory available. - Ad Exchanges: These act like marketplaces where DSPs and SSPs meet. The entire process runs on real-time bidding (RTB), meaning every impression is auctioned in milliseconds. The most powerful insight I got? It’s not just about cheaper ads — it’s about smarter ads. Instead of showing your message to random audiences, you’re reaching the right person at the right time, at the right cost. That’s when I stopped looking at advertising as guesswork and started treating it as data-driven decision-making. 👉 I would love to know your thoughts — do you still prefer manual ad placements, or have you already started exploring automation in your campaigns? #ProgrammaticAdvertising #DigitalMarketing #DSP #SSP #MarketingStrategy

A few years back, a client came to me utterly frustrated. Their digital ad spend was through the roof, but they felt like they were just spraying and praying, hoping *something* would stick. Sound familiar? We dug in. And that's when I truly started to appreciate the magic behind a concept called Programmatic Advertising. Here's what I realized: * It's not about guessing anymore. * Think of it as an ultra-smart, automated auction happening in real-time for digital ad space. * Every time you load a webpage, there's a lightning-fast bid for that ad spot. * But here's the game-changer: those bids are hyper-focused. * They're looking for *your* ideal customer, right down to their specific interests and online behavior. * This changed everything for my client. Their ads started showing up precisely where their perfect audience was, at the right moment. * It meant less wasted budget and far more meaningful connections. The big takeaway? Your digital ads don't have to be a shot in the dark. Programmatic makes your marketing dollars work smarter, not just harder. If you're tired of ad spend disappearing into the ether, this is a concept worth understanding. Save this post for later reference, or repost it to help someone else struggling with their ad strategy. ❤️ P.S. Imagine buying a billboard for *only* the people who would genuinely be interested in your message. That's programmatic for you! Follow me for more insights on cutting through the digital noise and making your marketing truly count. #ProgrammaticAdvertising #DigitalMarketing #AdTech #MarketingStrategy #TargetAudience #MarketingTips #BusinessGrowth #OnlineAdvertising

I was chatting with a brilliant founder last week, someone who truly pours their heart into their business. They were frustrated, telling me how much of their ad budget felt like it was just… vanishing. They knew their ideal customer was out there, but connecting with them felt like an endless game of hide-and-seek. Here's what I realized through our conversation: many still think advertising means broad strokes, hoping for the best. But for savvy businesses, there's a smarter, more precise way. It's called Programmatic Advertising, and it's less about guessing, and all about precision. Think of it like having an ultra-smart, lightning-fast assistant buying digital ad space for you. This assistant doesn't just buy *any* space. It uses real-time data to bid only on spots where your ideal customer is *actually* likely to be. The magic? Automated real-time bidding for digital ad space, specifically designed to target your exact audience segments. It means your message reaches the eyes that truly need to see it, not just a sea of irrelevant scrolling. This isn't just about efficiency; it's about making every single ad dollar work harder, directly connecting you with your future customers. This changed everything for my client. They went from feeling frustrated to finally seeing their budget deliver real, measurable impact. If you're ready to stop throwing spaghetti at the wall and start building meaningful connections with your audience, this is a tactic worth exploring. Save this post if you're looking for smarter ways to maximize your marketing spend. Share it with a founder or marketer who needs to hear this today. P.S. Imagine an auction where the winning bid always lands your message in front of the perfect person. That's programmatic for you! 😉 Follow me for more insights on making marketing work smarter, not just harder. #ProgrammaticAdvertising #DigitalMarketing #AdTech #MarketingStrategy #TargetAudience #AdEfficiency #GrowthHacks #MarketingTips

The future of digital marketing isn’t coming—it’s here. As we head into 2025, programmatic advertising and PPC are no longer just tools in the mix. They’re becoming the engines of smarter engagement, higher ROI, and scalable growth. What excites me most? AI-driven insights that turn data into decisions, faster. Hyper-personalized strategies that connect with audiences on their terms. Performance-focused campaigns that prove impact at every stage of the funnel. The marketers who thrive in 2025 won’t just adopt these trends—they’ll master them. 👉 How are you planning to evolve your digital strategy for the year ahead? #DigitalMarketing #ProgrammaticAdvertising #PPC2025 #MarketingInnovation