The retail media ecosystem is evolving quickly and this podcast aims to provide you a deep-dive into this fast-changing ecosystem. We will learn about new techn...
Data clean rooms (Part 4) | Edik Mitelman at AppsFlyer
My guest for Episode 6 is Edik Mitelman, who is the General Manager for Privacy Cloud at AppsFlyer. In this episode, we not only delve into the intricacies of data clean rooms but also explore the mobile ads ecosystem and demystify the concept of a mobile measurement partner - a new domain for me and it has lot of similarities with the measurement challenges in the retail media world. This episode is likely the last part in the series on data clean rooms. The contents of this podcast are also available in written format through my newsletter (link below).
In this episode, we discuss:
(01:43) Edik's key career learnings
(05:17) AppsFlyer's genesis as mobile measurement partner (MMP), and the difference between web and mobile ads ecosystem
(10:21) Evolution of AppsFlyer
(13:19) What prompted AppsFlyer to expand into data clean room?
(20:27) AppsFlyer's USP as a data clean room provider
(25:19) View on clean room for retail media
(26:55) Cross-channel attribution and clean room interoperability
(31:25) Cloud interoperability
(32:19) Adoption challenges and what's next for AppsFlyer
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Retail Media newsletter
LinkedIn
Song credits: Podcast jingle 453 (fast version) by Lundstroem. Source: Free Music Archive. License type - CC BY
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37:09
Data clean rooms (Part 3) | Nick Henthorn at InfoSum
My guest for Episode 5 is Nick Henthorn, who is the SVP for Sales in UK and Europe at InfoSum. The contents of this podcast are also available in written format through my newsletter (link below).
In this episode, we discuss:
(02:04) Nick's background
(03:23) InfoSum's solutions
(06:16) What is a de-centralised clean room?
(08:03) Case studies of impact
(11:21) Clean room adoption across functions
(13:30) InfoSum's approach to identity solutions
(16:15) InfoSum's measurement solutions
(18:19) Partnership with ITV and Channel4
(20:47) InfoSum’s USP
(23:57) Key considerations when deciding a clean room
(25:41) Common challenges in clean room adoption
Follow me on:
Retail Media newsletter
LinkedIn
Song credits: Podcast jingle 453 (fast version) by Lundstroem. Source: Free Music Archive. License type - CC BY
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30:32
Offsite media through Epsilon | Ben Foulkes
My guest for Episode 4 is Ben Foulkes, who is the Commercial Director at Epsilon (now part of the Publicis Groupe). The contents of this podcast are also available in written format through my newsletter (link below).
In this episode, we discuss:
(01:24) Ben's background and pet topic of ad saturation
(06:13) Epsilon's 'outcome-based marketing' proposition
(10:29) Activation channels offered by Epsilon
(12:52) Audience building models and capabilities
(15:18) Overlap with data clean rooms
(17:01) Intro to Epsilon's loyalty solution
(18:07) Epsilon's ID based targeting approach
(25:26) Retail data needed for the offsite partnership
(26:43) Challenges for retailers entering offsite media
(28:10) Changes that Ben would like to see in retail media
Follow me on:
Retail Media newsletter
LinkedIn
Song credits: Podcast jingle 453 (fast version) by Lundstroem. Source: Free Music Archive. License type - CC BY
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30:43
Offsite media through The Trade Desk | Tim Abraham
My guest for Episode 3 is Tim Abraham, who is the Senior Director of Data Partnerships at The Trade Desk (TTD).
In this episode, we discuss:
(01:53) Tim's journey from LiveRamp to TTD
(03:53) Reasons for growing importance of retail data for media activation
(08:00) Ad optimisation options prior to retail data partnerships?
(08:59) Differences in data partnerships with TTD versus with Data Clean Rooms
(13:00) Technical options for sharing data with TTD
(18:06) Controls placed on use of retail data for media activation by brands
(19:31) Go-to-market options for retail media companies
(23:40) Fragmentation of retail media
(25:52) Targeting capabilities for advertisers, and their associated impact
(28:39) Technical details of how TTD finds relevant audience in the open web
(30:22) Tim's surprising learnings over the last two years
Follow me on:
Retail Media newsletter
LinkedIn
Song credits: Podcast jingle 453 (fast version) by Lundstroem. Source: Free Music Archive. License type - CC BY
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32:28
Data Clean Rooms (Part 2) | Tim Norris-Wiles at Habu
My guest for Episode 2 is Tim Norris-Wiles, who is the MD for EMEA region at Habu. In this episode, we discuss:
(03:10) Tim's background
(04:26) Habu's origins and its current solutions
(10:59) Clean room adoption in US vs. Europe
(13:39) The three types of data clean rooms
(18:47) Habu's USP and the concept of interoperability
(25:37) What is a data clean room activation solution
(27:35) Challenges and opportunities in data clean room adoption
You can follow me on:
LinkedIn: https://www.linkedin.com/in/keshav-parthasarathy-a8ba3322/
Retail Media newsletter: https://retailmediainsights.substack.com/
Song credits: Podcast jingle 453 (fast version) by Lundstroem. Source: Free Music Archive. License type - CC BY
The retail media ecosystem is evolving quickly and this podcast aims to provide you a deep-dive into this fast-changing ecosystem. We will learn about new technologies, strategies and mental models that will make us smarter. This podcast complements my newsletter, titled eponymously, where I provide my own perspectives on various topics related to retail media.
Song credits: Podcast jingle 453 (fast version) by Lundstroem. Source: Free Music Archive. License type - CC BY
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