Xenoss

Signal loss has a multi-billion dollar impact on the global economy. McKinsey & Company reports that the inability to enable targeted campaigns and model audiences accurately will cost companies over $10 billion annually. At ATS London, Jon Walsh, the founder of JobsInAdtech.com and The Adtech Chat Community, surveyed AdTech trailblazers on the most impactful data challenges the industry was facing in 2024. Fern Potter, SVP of Strategy and Partnerships at Multilocal, delved deeper into the impact of signal loss, emphasizing the challenges it creates for publishers wanting to monetize data and advertisers searching for high-precision targeting. Discover the full list of top-of-the-mind data challenges the industry had to grapple with this year in our recent blog post: 🔗 https://lnkd.in/dqt9A_Jb

CTV ad servers are an essential tie in the CTV #AdTech stack, powering buy and supply-side data exchanges, plus seamless ad delivery on user devices. With features like dynamic ad insertion, ad podding, competitive separation, frequency capping, and price-per-second optimization, CTV ad servers help publishers boost ad viewability, improve measurements, and maximize their inventory value without hindering user experience. Learn how to build an ad server with efficient models, features, and technologies. Check out for more insights: https://lnkd.in/eSNbYnNc. #CTV #AVOD #FAST #Streaming #Media #AdTech  #MarTech #Publishers #Xenoss #adserver

Welcome to the latest edition of #MarTechInsider. This month, we're covering the bold moves and innovations happening in #MarTech and #AdTech. From Spotify's new push in ad technology to Lytics' attempt to redefine customer data platforms, there's a lot to unpack. Get ready for a look at the most significant headlines, the latest insights, and the strategies that are shaping the industry right now. Let's jump in! #Xenoss #Spotify #TheTradeDesk #Magnite #GoogleAdManager #ProhaskaConsulting #ProNewsCollective #ZetaGlobal #LiveIntent #Adelaide #Lytics #WordPress #Drupal #Hightouch #Roku #Samsung #PetSmart #LG #KrogerPrecisionMarketing #HumansofMartech #Snowflake #HubSpot #Lotame

Reverse ETL has graduated from a niche concept to a cornerstone of modern data stacks, but there are still significant challenges to overcome. Today, businesses face the challenge of effectively operationalizing data, and reverse ETL is crucial for turning insights into action—but it’s also a reminder of how fragmented our data landscape still is. Getting data from the warehousea to workflow feels like patching together an orchestra where each section plays on its own terms. Reverse ETL is not just about pushing data back to applications; it’s about breathing life into static data, giving teams—from marketing to customer success—the power to do what they do best with a level of personalization that was once nearly impossible to achieve. It’s about making those dashboards and reports truly actionable, turning dormant data into valuable operational insights. But let's not gloss over the main hurdles. The path to granular control, operational agility, and personalized customer experiences involves more than just plugging in a tool. Scalability sounds promising until you’re juggling business growth, data volumes, and compliance needs. Christian Schmidt, CTO at VML, points out that managing data growth and compliance requires a strategic approach. He emphasizes that 'lean data provisioning'—migrating data services to a managed reverse ETL platform—can simplify these complexities and help businesses maintain agility while scaling. If you're interested in exploring whether to build or buy a reverse ETL solution, check out our blog post: https://lnkd.in/edU_wGtm #DataEngineering #BigData #ETL #ELT #ReverseETL #Xenoss

According to a Lotame study, 58% of companies plan to buy a CDP, but the question remains: should you go for a bundled, composable, or build in-house strategy? 💡 Our decision-making flowchart is here to help you navigate this make-or-break decision. If you're unsure whether to build or buy, just follow the YES/NO questions to find the best fit for your needs. It’s all about cutting through the noise of vendor marketing hype and getting to the right solution for your data strategy. Whether you value flexibility, speed, or minimizing data copies, our flowchart guides you toward a tailored approach—be it a bundled CDP, a composable CDP, or building in-house. Want to dive deeper and understand the nuances? We've got you covered:https://lnkd.in/eXGT-wUU

In the latest vox pop from ATS London, Jon Walsh chats with James Rosewell, Co-Founder at Movement for an Open Web and 51Degrees - Fast & Accurate Device Detection, about how the industry needs to rethink its approach to personal data. James doesn't mince words—the old categorization of first-party versus third-party data is becoming obsolete. He points to the ICO and CMA's joint statement from May 2021, making it clear that it's about mitigating risk and harm when it comes to handling personal data. Instead of fixating on data ownership, James argues that the industry needs to prioritize derisking personal data and minimize its usage to when it’s absolutely necessary. Movement for an Open Web, co-founded by James, is advocating for a shift in mindset. There's so much that can be achieved without relying on personal data, using tools like random identifiers—an approach Apple has already embraced with its privacy policies for news personalization. The key takeaway? If advertisers and publishers don’t join this change, they risk stagnation—running endlessly on the same old hamster wheel without moving forward. James also raises the stakes by emphasizing the upcoming shifts in data exchange as giants like Google and Apple face potential breakups. A safe and interoperable data exchange will be essential in this new landscape, and the Movement for an Open Web is focused on ensuring a future where data verification and local exchanges can happen seamlessly. This discussion is a call to arms for the industry to adapt or risk being left behind. #ATSL24 #AdTech #cpms #adrevenue #publishers #advertising #monetization #webmonetization #mobile #dataprivacy #identity #google #privacy #firstpartydata #data #tech #idsolution #identitysolution #pubtech #xenoss

In this latest vox pop from ATS London, Jon Walsh speaks with Fern Potter, SVP of Strategy and Partnerships at Multilocal, about the major shifts that are rewriting the rules for advertisers. Fern highlights three big changes that are shaking up the industry. First, evolving regulations are transforming how data is collected and activated. Second, the uncertain future of cookie deprecation leaves advertisers in the dark about what's next for browser-led tracking. And third, growing awareness around user consent means individuals are getting savvier about who has access to their data—and even how to monetize it. Multilocal's strategy is all about helping advertisers navigate these shifting sands. As Fern points out, the future promises fewer data sources, greater challenges, and a need for fresh approaches to reaching the right audiences. Multilocal's focus is on ensuring that, despite these hurdles, brands can still effectively engage audiences across the open web—delivering the right brand experiences without missing a beat. Fern's insights remind us that staying nimble is key, as advertisers will need to rethink their strategies for a world where data collection, consent, and activation are all evolving in real time. #ATSL24 #AdTech #cpms #adrevenue #publishers #advertising #monetization #webmonetization #mobile #dataprivacy #identity #google #privacy #firstpartydata #data #tech #idsolution #identitysolution #pubtech #xenoss

In this latest vox pop at ATS London, Jon Walsh gets the scoop from Nigel Clarkson, Global Chief Revenue Officer at Taptap Digital, on how advertisers can tame the unruly beast of fragmented data streams. Nigel lays it out plainly—today's data landscape is overflowing, with clients handling an array of owned and third-party data sources, each DSP or DMP offering its own narrative. At Taptap, they're embracing this complexity, but with a twist. Their solution? Aggregating those scattered datasets—each telling a slightly different story—into one coherent, actionable score. Taptap's strategy revolves around making sense of chaos. They combine layers of online and offline data, transforming them into geo-intelligent insights, all housed and activated within a single platform. It’s a one-stop shop that not only aggregates but also powers the entire journey—from audience identification to campaign delivery. As Nigel explains, keeping data and delivery under the same roof helps connect the dots from start to finish, ensuring that geo-intelligence flows seamlessly to the endpoint. In this clip, Nigel also touches on a key challenge for advertisers—navigating the crowded space of data solutions and figuring out how everything fits together. With Taptap's unified approach, they aim to simplify this complex puzzle for clients, ensuring that all the moving parts work in harmony. #ATSL24 #AdTech #cpms #adrevenue #publishers #advertising #monetization #webmonetization #mobile #dataprivacy #identity #google #privacy #firstpartydata #data #tech #idsolution #identitysolution #pubtech #xenoss

In the latest vox pop from ATS London, Jon Walsh catches up with Gareth Shaw, COO of Eskimi, to unravel one of advertising's toughest nuts to crack—the challenge of consistent data across global markets. Gareth highlights how achieving a standardized approach for data usage across different regions remains a huge hurdle for advertisers. In an industry where fragmentation reigns, finding reliable, uniform data to power campaigns globally is like searching for a needle in a haystack. It's a problem that continues to stymie efforts for scalable, efficient targeting. Eskimi, a programmatic and data-driven platform, aims to tackle these issues head-on by helping brands streamline their data usage, ensuring consistency in their campaigns across diverse regions. This video dives into why standardization matters and how Eskimi is working to smooth the road for advertisers navigating this complex landscape. #ATSL24 #AdTech #cpms #adrevenue #publishers #advertising #monetization #webmonetization #mobile #dataprivacy #identity #google #privacy #firstpartydata #data #tech #idsolution #identitysolution #pubtech #xenoss

In the latest installment of our vox pop series from ATS London, Jon Walsh chats with Liam Brennan, Managing Director at Responsible Marketing Agency, to tackle one of advertising's age-old dilemmas—how to turn data into action. Liam points out that while brands are collecting heaps of data and striving to categorize it, many still stumble when it comes to effectively activating that data. Should it be used to represent audiences? Is it about enhancing measurement? These questions seem to surface again and again, despite all the advances in technology. Responsible Marketing Agency is all about navigating these murky waters with a purpose-driven approach—helping brands not only gather data but leverage it meaningfully. As new opportunities like retail media come into play, it's the perfect moment for advertisers to rethink how data can truly add value to their strategies. Liam's take gives us a glimpse into the practical hurdles and possibilities that come with data activation in today's landscape. #ATSL24 #AdTech #cpms #adrevenue #publishers #advertising #monetization #webmonetization #mobile #dataprivacy #identity #google #privacy #firstpartydata #data #tech #idsolution #identitysolution #pubtech #xenoss