Brett Crosby

Childcare is a movable barrier and the care economy is workforce infrastructure. Siran Cao dropped so much truth on First Builders this week and shared why even capitalists in a vacuum should care.

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I’m excited to share the results of our Total Economic Impact™ (TEI) study, conducted by Forrester Consulting. The study found that TripleLift Creative Formats delivered a massive 272% ROI and an NPV of $2.2 million over three years for the agencies interviewed. Key benefits include: 🔅 $3.70 return on ad spend (ROAS) from TripleLift campaigns 💵 $1.3 million in incremental profit ⏳ 40 hours saved per campaign in labor costs The results highlight what we consistently hear from our partners - creative advertising formats, executed with efficiency and premium inventory, are essential for driving higher performance and navigating a fragmented ecosystem. Download the full Forrester TEI study here: https://lnkd.in/ebwQ49u9 #TheCreativeSSP #CreativeFormats #AdTech #ForresterTEI #TripleLift #ROAS #Profit

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Tech vs Service. Today, we manage two companies. Pontiac Intelligence: A Demand Side Platform to buy advertising space. A technology company. Clients pay a transparent licensing fee. Programmatic Mechanics: A trading desk model where we provide high quality traders and data scientists for organizations looking for personnel assistance in managing campaigns. Comes with dashboarding service across all channels. We spend a lot of time discussing the value of a service business versus technology. And, I just think the times are changing. It's not that technology is dead. It's just that really high quality service models might be able to retain clients for longer, and that might start to even the valuation playing field. Technology isn't dead. The ability to switch between technologies is easing. The moat is drying out. Every single technology companies moat is drying out.

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Performance agencies sometimes think they need to differentiate by building proprietary tech. I’ve seen that story many times — and I disagree. I recently had a check-in with two C-level execs at a performance agency. We’d been delivering exceptional results for their clients, including a $33 CPA using our machine learning optimization engine, compared to $120 manually. But performance wasn’t their focus. They'd decided to build new tech in-house. “If other agencies can use tvScientific,” they said, “we’re not unique.” It brought to mind the New York Times’ decision to build its own ad server — a costly, years-long detour that ended with a move back to DFP. The problem was a lack of clarity about what business they were really in and what they were positioned to excel at. The same applies to performance agencies. They’re not in the business of building ad tech (which is a constantly evolving, capital intensive business and is an entire business in its own right). They’re in the business of delivering outcomes. That means using the best tools available on the market and winning on superior client service. Not rebuilding tools from scratch. The edge comes from execution — knowing how to evaluate, adopt, and apply best-in-class technology to drive better results. Trying to be both a tech company and a service business is a recipe for subpar results on both fronts. Instead, invest in identifying cutting-edge technology, use it better than your competitors, and deliver both superior results and superior client service. That’s the path to agency differentiation. Just my .02. More detailed thoughts on this topic in my weekly newsletter (see comments).

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𝗗𝗼 𝘆𝗼𝘂 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗻𝗲𝗲𝗱 𝗮 𝗻𝗲𝘁𝘄𝗼𝗿𝗸... 𝗼𝗿 𝗮 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆? They’re often used interchangeably, but they create very different outcomes. Here are 𝟰 𝗸𝗲𝘆 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲𝘀 that can shape your next move, whether you’re building, investing, or navigating an ecosystem. Depth compounds. Reach alone doesn’t.

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🚨 (Adweek) LLM disruption also played a role in adtech's Q2 downward trend, "...the complexities of navigating the AI boom—which is causing upheaval in how people search and stifling publisher traffic—and adtech companies are finding themselves in a new kind of pressure cooker." 💡 I think a lot about the turbulence B2B tech marketing pros are navigating: ➡️ If traffic from Search to brand.com is collapsing, pipeline and revenue metrics are at risk due to far fewer high-quality lead volumes ➡️ If publisher traffic from Search is collapsing, content consumption signal is diminished making Intent data less reliable for TALs and ABM tactics. 🦺 Immediate solve: direct prospect engagement through high-quality demand gen - back to basics with tried and true, predictable pipeline will steady the ship during this uncertain time. #b2bmarketing #growthmarketing #revenuemarketing https://lnkd.in/dHQAA8bh

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