Summary

In this conversation, Sean and Jason Gillespie discuss their experiences working together at Criteo and the impact Jason had on Sean's understanding of retargeting. They also delve into the concept of deep learning and neural networks, and how RTB House, a direct competitor of Criteo, is using these technologies in retargeting. They explore the future of retargeting in a cookie-less world and the role of Google's Privacy Sandbox in maintaining privacy while still enabling personalized advertising. The conversation concludes with a discussion on how different ad tech companies can leverage the Privacy Sandbox to make business and creative decisions without tracking users across the internet. In this conversation, Jaysen Gillespie and Sean discuss the impact of Google's Privacy Sandbox on the advertising industry. They cover topics such as the deprecation of third-party cookies, the role of AI in advertising, the importance of first-party data, and the future of targeted advertising. Jaysen explains how RTB House is adapting to these changes and offers advice for performance marketers.

Takeaways

• Jason Gillespie had a significant impact on Sean's understanding of retargeting during their time working together at Criteo.

• RTB House, a direct competitor of Criteo, uses deep learning and neural networks in their retargeting approach.

• The future of retargeting lies in a cookie-less world, and Google's Privacy Sandbox is a solution that maintains privacy while enabling personalized advertising.

• Different ad tech companies can leverage the Privacy Sandbox to make business and creative decisions without tracking users across the internet. Google's Privacy Sandbox and the deprecation of third-party cookies are major changes that will impact the advertising industry.

• AI-driven solutions like RTB House's Content GPT can help advertisers target audiences more accurately and effectively.

• First-party data will become increasingly important for advertisers as third-party cookies are phased out.

• Publishers will need to collect more first-party data from users in order to deliver relevant ads and monetize their content.

• Marketers should audit their marketing vendors and prioritize partnerships with vendors that are prepared for a cookie-less future.

• Alternative IDs and advanced contextual targeting are potential solutions for advertisers navigating the post-cookie landscape.

Chapters

00:00

The Impact of Jason Gillespie on Sean's Understanding of Retargeting

03:20

The Future of Retargeting in a Cookie-less World: Google's Privacy Sandbox

09:02

Leveraging the Privacy Sandbox: Making Business and Creative Decisions

30:12

AI in Advertising: The Role of RTB House's Content GPT

33:54

The Importance of First-Party Data

37:17

Monetizing Content: The Rise of the Free Wall

46:18

Navigating the Post-Cookie Landscape

Summary

Cohley is a software platform that helps consumer brands generate content, including photos, videos, and product reviews. It focuses on creating content that fosters connection and trust between brands and consumers throughout the consumer journey. Cohley facilitates the relationship between brands and creators, allowing brands to tap into a network of over 100,000 creators. The platform also integrates with various channels and provides tools for brands to communicate directly with creators and approve assets. Cohley's business model involves a base license fee for using the platform and incremental spend directly to the creator. The platform secures content rights in perpetuity for brands, addressing a pain point in the market. UGC and influencer marketing are related but distinct concepts. UGC refers to content created by ordinary people, while influencer marketing involves leveraging the influence of individuals with large followings. The shift towards UGC and influencer marketing is driven by the need for scalable, high-quality content that resonates with consumers and builds trust. In this conversation, Tom and Sean discuss the value of user-generated content (UGC) in marketing and how Cohley, Tom's company, helps brands leverage UGC to drive engagement and conversions. They explore the different channels where brands can use UGC, such as social media, e-commerce websites, and even TV ads. They also discuss the importance of quality UGC and how it can provide information, social proof, and confidence to consumers. Tom shares how Cohley helps brands measure success by aligning content with strategic initiatives and key metrics. The conversation concludes with a discussion on the future of Cohley, including partnerships with platforms like Amazon and the use of AI to optimize content creation and decision-making.

Takeaways

Cohley is a software platform that helps consumer brands generate content, including photos, videos, and product reviews.

The platform focuses on creating content that fosters connection and trust between brands and consumers throughout the consumer journey.

Cohley facilitates the relationship between brands and creators, allowing brands to tap into a network of over 100,000 creators.

The platform integrates with various channels and provides tools for brands to communicate directly with creators and approve assets.

Cohley's business model involves a base license fee for using the platform and incremental spend directly to the creator.

UGC and influencer marketing are related but distinct concepts, with UGC referring to content created by ordinary people and influencer marketing involving leveraging the influence of individuals with large followings.

The shift towards UGC and influencer marketing is driven by the need for scalable, high-quality content that resonates with consumers and builds trust. User-generated content (UGC) is a valuable tool for brands to drive engagement and conversions.

UGC can be used on various channels, including social media, e-commerce websites, and TV ads.

Quality UGC provides information, social proof, and confidence to consumers.

Brands can measure success by aligning content with strategic initiatives and key metrics.

The future of Cohley includes partnerships with platforms like Amazon and the use of AI to optimize content creation and decision-making.

Chapters

00:00

Introduction to Cohley

02:25

Facilitating the Relationship Between Brands and Creators

08:40

Cohley's Business Model

13:53

Understanding UGC and Influencer Marketing

26:30

The Power of User-Generated Content

29:09

Expanding the Reach of UGC

31:02

The Future of TV Ads: UGC vs. Hollywood Commercials

33:04

The Importance of Quality UGC

34:54

The Influence of Real People in UGC

37:07

The Impact of UGC Reviews

41:02

The Historical Context of Influencer Marketing

Greg Stellato discusses the vision and objectives of M3, a brand advertising company focused on helping specialty retailers generate additional revenue through brand advertising and sponsorship opportunities with Fortune 1000 advertisers. The conversation delves into the challenges faced by retailers, the evolution of brand advertising, the differences between retail media and commerce media, and the impact of programmatic advertising on brand safety and consumer experience. The conversation delves into the future of advertising, the role of data in targeting, and the impact of ad placements on consumer behavior. It also explores the challenges and opportunities for specialty retailers in leveraging advertising and sponsorships to generate revenue. The discussion covers the use of email and on-site ad placements, the importance of context in advertising, and the long-term vision for the company.