Spencer Lee

With principle-based buying returning to the forefront, Brian Chap's recipe for agency accountability takes me back to Jon Mandel's explosive rebate disclosures back in March 2015. Jon's kimono-opening moment was undoubtedly the catalyst that woke us all up to the billions leaking from media budgets by way of non-transparent kickbacks and fees. The can of worms has yet to be closed. That's why principle-based buying doesn't sit well with me. It feels like we're rewinding the tape after making so much progress over the last decade. BUT ... if you're a client-side media buyer that chooses to engage with a principle-based agency, there are three of Brian's "BENCH" framework activities that I think should be prioritized to the top. These three are relatively simple to do and can dramatically increase transparency and accountability. 1 - Secure platform access to your ad server, your DSP and the major SSPs through whom you are buying. Ensure you know how to compare media costs at each step in the supply-chain. 2 - Conduct audits. Whether as Brian recommends or simply by contacting a handful of publishers where you buy media, you should be able to reconcile your cost input to your media value output. And while you're at it, you'll be strengthening your direct publisher relationships, which has many longer-term benefits both in terms of media cost and priority. 3 - Most definitely hold your agency accountable. This applies also to every adtech vendor in your media supply-chain. I am not a fan of principle-based media buying. But if you're going to try it out, you need to remember that this is far from a set-it-and-forget-it approach to advertising. https://lnkd.in/eDw-Z3w8

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AIO Lawsuit from a big publisher -> Penske Media sues Google, says ~20% of Google search results linking to its sites now include AI Overviews, and affiliate link revenue fell 33%+ since late 2024 “Siphoning and discouraging user traffic to PMC’s and other publishers’ websites in this manner will have profoundly harmful effects on the overall quality and quantity of the information accessible on the internet,” the complaint alleges, using the acronym for Penske Media Corp." https://lnkd.in/emDqVEFs

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As brands and agencies brace for economic volatility, proactive steps are essential for ensuring media investments remain effective. From scenario planning and prioritizing transparency to competitive intelligence, it’s vital to prepare for varying economic conditions. Historical insights show that brands maintaining advertising spending fare better and recover faster. Marketing leaders must keep tone sensitivity in mind as consumers become more deliberate about spending. Adaptation is key. #MarketingStrategy #EconomicUncertainty #Advertising #BrandGrowth #MediaInvestments #Leadership #ScenarioPlanning

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Kroger Just Unlocked the TV and Audio Ad Market for small and medium sized brands. Generally, CPG giants with dedicated in-house programmatic teams have been able to take advantage of first-party data supported Connected TV (CTV) and streaming audio.  However, without significant resources, smaller and mid-sized brand were stuck on the outside looking in. Until Now. Kroger Precision Marketing (KPM) just unlocked the door for challenger brands of all sizes. They recognized the critical gap : Brands want to leverage streaming media but lack the expertise and / or resources for complex programmatic buying. Kroger’s solution?                                                          They’ll do the heavy lifting for you. KPM’s in-house experts will activate and manage your campaigns across premium platforms like Roku, Paramount+, Pandora, and iHeartRadio. The Secret Weapon: Selling Outcomes, Not Impressions. KPM isn't just selling ad slots; they're providing the data-powered precision that's impossible to replicate independently. -Precision Targeting: Using Kroger’s first-party loyalty card data for unrivaled accuracy. -Guaranteed Measurement: Every campaign provides closed-loop measurement, including ROAS, sales lift, and the direct impact on dollar and unit sales. -The Proof: A campaign using this data achieved a 5.5% increase in sales by targeting lapsed Neutrogena buyers on Roku. This is a strategic play that democratizes access to high-value media channels. If you've viewed CTV and streaming audio as out of reach, the door is now open. ➡️ See the full strategic analysis on how KPM is weaponizing its data for the masses and creating a lifeline for challenger brands (Link below and in the first comment!)

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CMO’s and agencies are so enamored with bottom-funnel targeting tactics that they totally lost the ability to move people effectively—their judgement is out of balance with real needs today. The targeting down funnel ‘disease’ gives marketers a feeling that they aren’t being wasteful but so much is showing they aren’t being effective either. “This ….reveals …a fundamental mismatch. Respondents are applying bottom-of-funnel tactics to what they've identified as top-of-funnel brand building objectives.”

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Why is streaming advertising a great fit for local advertisers? 𝗘𝘅𝗮𝗺𝗽𝗹𝗲: Using a 𝟯𝟬-mile radius can reduce CPMs by 𝟵𝟭%. 𝗕𝗼𝘁𝘁𝗼𝗺 𝗹𝗶𝗻𝗲: Local is the next big wave for streaming TV. The market is wide open, and the dollars are real. https://screenwa.rs/1f703f

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Lower priced vendors are going to cost you in the long run. I see it every week: brands juggling five vendors for T-shirts, three for hats, another guy for wristbands. It looks more affordable on paper, until you add up the real costs: Your staff wasting hours tracking down orders. Logistical nightmares when stock runs out or shipments get delayed. Frustrated franchisees stuck with inconsistent quality. The dollars you “save” upfront leak out ten times over in lost time, missed opportunities, and brand damage. But when you invest in one partner and one portal, you also invest in peace of mind.

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When two SEO agencies merge, it’s not just about revenue. It’s about people, process, and culture. Tyson Stockton, COO and co-founder of Previsible, recently led the acquisition of Internet Marketing Ninjas. In our latest episode of The Page 2 Podcast, Tyson shares: 🧩 How to blend teams without losing identity 🗺️ Why they kept the Ninja brand intact 📈 What SEO agencies need to evolve in an AI-first world 🤝 And how he's scaling leadership while stepping away from the day-to-day He also opens up about something many leaders don’t admit: the org chart is never done, and adaptability is the real skill in M&A. If you’re leading growth - or even thinking about a merger - this episode is a must-listen. 🎧 https://lnkd.in/e_BYjWnT 📺 https://lnkd.in/ejE5MV8s 💬 What’s one lesson you’ve learned from integrating two teams?

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June Seller Resource Recap: Key Updates You Might’ve Missed As we head into the thick of Prime Day season, Amazon’s forum team shared a helpful roundup of top educational content from June — focused on brand protection, listing management, account setup, and return strategies. Here are the highlights, with direct links and what sellers can implement right away: Seller Identity Verification https://lnkd.in/dgN3xsUN Topic: Account Setup Learn which documents are needed to verify new or existing seller accounts. Includes guidance for avoiding common issues during Seller Identity Verification (SIV), like mismatched names or outdated bank statements. Category Optimization for Prime Day https://lnkd.in/dAFwmYZ8 Topic: Create and Manage Listings Quick guide to placing your products in the most relevant categories to boost search visibility and conversion during Prime Day. Product & Food Safety Violations https://lnkd.in/dxGtA6n9 Topic: Account Health Outlines how to respond to safety violation alerts, including the documentation Amazon expects and steps for resolving the issue efficiently. Prime Day 2025 Prep Guide https://lnkd.in/ddeVFgW7 Topic: Grow Your Business Curated checklist and tips for Prime Day success, including inventory planning, ad campaign tuning, and using promotions effectively across July 8–11. Report Unauthorized Brand Name Changes https://lnkd.in/dwnz5cfa Topic: Manage Your Brand Step-by-step instructions for protecting your brand when unauthorized edits are made to brand names or listings. Returns Strategy and Customer Satisfaction https://lnkd.in/dSKFNG6U Topic: Manage Buyer Experience Best practices to handle returns efficiently, reduce cost, and maintain positive customer experiences — especially during high-volume periods like Prime Day. Handling “Item Not Received” Claims https://lnkd.in/d5eSGStH Topic: Fulfill Orders Learn how to prevent and resolve INR claims using tracking, clear documentation, and proactive customer service. Ask Amazon Replay & Events https://lnkd.in/dFb-QYN2 Topic: Community Connections Recap of June’s Ask Amazon sessions on Growth, Reporting, and Ads. Includes details on upcoming events like Seller Summit and Accelerate for in-person learning and networking. Takeaway: Share this roundup with your team. Each link tackles a key part of the seller experience — from compliance and logistics to visi…

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Kochava CEO Charles F Manning told Michael Shields, on stage in Idaho, that the entire advertising industry is about to get rearranged in sixteen months, not ten years. Agents are going to eat the adtech middle layer, your first-party data is a moat you're stupidly handing to Meta for free, CTV is finally going to work because your TV is basically a giant iPhone, and the most valuable skill in advertising is about to be "can you write a clear sentence" instead of "can you build a pivot table." The liberal arts kids are having their moment. Try not to be bitter about it.

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🚀 Is Your SEO Ready for Artificial Intelligence? Search engines aren’t what they used to be. With AI-driven algorithms like Google’s RankBrain and MUM shaping the way results appear, the old keyword-first strategies just don’t cut it anymore. That’s where AI SEO content comes in. 👉 Content designed to align with how AI understands intent, context, and quality. 👉 Content that ranks higher, converts better, and future-proofs your digital strategy. In our latest article, we break down: ✅ What AI SEO really is (and why it matters) ✅ The key advantages of optimizing for AI today ✅ How businesses can leverage AI to dominate rankings ✅ FAQs every business leader should know If you’re serious about staying ahead of your competitors, this is the must-read playbook for 2025 and beyond. 🔗 http://bit.ly/4n08fKy #AISEO #DigitalMarketing #SEO #ContentMarketing #Skymattix

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Google’s tightening the noose on publisher revenues as it prepares for break-up. https://lnkd.in/gpNMvSpq We talk about how the amount Google sends publishers and the rest of the open web through its programmatic ad network continues to fall. It’s reducing the amount it shares to keep more money for itself on search ads, YouTube, and now AI Overviews. This past quarter, programmatic fell four per cent to $6.4 billion - the lowest since 2020. Meanwhile, Google’s quarterly revenue rose 12 per cent to $90 billion.

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We’re excited to announce our adoption of the IAB Diligence Platform, powered by SafeGuard Privacy, in the U.S. 🔐 This partnership reinforces Seedtag's commitment to privacy-first operations, setting a standard for responsible data protection within the ad tech industry. Our clients will benefit from streamlined compliance onboarding and faster turnaround times. 💬"By integrating the IAB Diligence Platform into our operations, we are proactively safeguarding consumer data while maintaining the highest standards of privacy diligence," says Brian Danzis, CRO at Seedtag. Full details: https://lnkd.in/dXJnUSPf #SafeGuardPrivacy #PrivacyFirst #IABDiligencePlatform #AdTech

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