Mathieu Roche

Over the past 25 years, advertisers have had to pay incredible amounts of money to reach customers online. Why? Advertising auctions. To buy advertising slots from companies like Google, Facebook, or Amazon, your favorite brands constantly participate in auctions against each other. Big Tech companies usually allow the highest bidders to display their ads. That competitive environment forces brands to outbid each other to win ad spots - making them pay more and more. ‍ It’s taken decades for advertising costs to rise so much, but today, when your favorite brand sells a product for £100, they probably had to pay £20-£40 on ads for Big Tech to find the customer to buy that product. That’s a whopping 20% to 40% of an item’s purchase price on ads just to get one single sale! ‍ Big Tech has gotten richer, but shoppers – the people advertisers are trying to reach – haven’t seen any of that. Change is coming.. https://lnkd.in/eriGaG8u

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Bing has bottomed... Well, in advertising revenue, anyway 😂 What does this mean for search advertising as a whole and SME's? Assuming this is just a market recovery after the 2021 boom cooled down, the trendline could continue and potentially knock out a future high as Bing gained market share in 2024, having first broken the 10.51% market share this year. There are underpriced opportunities at Bing, but it's never really front of mind for business owners and marketing teams. While Bing grows its share and before every business ends up spending there, it's worth taking it seriously before the unit economics become too tight. It's also super easy to import your campaigns from Google into Bing with a click of a button!

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3 days before the start of DOJ v. Google trial in the US, the CMA is announcing that it too has issues with Google's abusive competitive practices in the adtech market. Self-preferencing behaviors (GAM+Adex but also hopefully Youtube+DV360 or DV360+Search Data) will be a big topic of discussion in the coming weeks! 🍿 https://lnkd.in/eZyCqVCg

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🍪 Google abandons third-party cookie depreciation plans... "After two months of testing, adtech firm Criteo determined that Google’s Privacy Sandbox, the company’s suite of proposed cookie alternatives, would erase publishers’ ad revenues by 60%." Third-party cookies have long been the backbone of targeted advertising, allowing companies like Google to track user behaviour across multiple websites and serve personalised ads. However, concerns over data privacy and online tracking have led to increased pressure on companies to find alternative solutions. However, Google will continue developing Privacy Sandbox APIs and will also debut new privacy measures. For instance, the company plans to offer IP address obfuscation in Chrome’s Incognito mode. Was this inevitable? #thirdpartycookies #digitaladvertising #PPC

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Huge news from Google overnight. However, from a Content Ignite perspective it's confirmation that our strategy to double down on ID solutions is the correct one. Everything suggests Chrome will end up with a serious erosion of 3PC, it's just going to be a slower burn than the cliff of total 3PC cookie deprecation. Our new ID partnerships with Prebid, Live Ramp, The Trade Desk, EUID, UID, ID5, Panorama (Lotame), Audigent and more will be rolled out across our publishers, this is exactly the type of scenario we built our Fusion platform for. The ability to split test these solutions with ease, feedback the data to our customers, and optimise represents a significant uplift opportunity for our publishers. More importantly, I'm looking forward to no more cookie memes/puns...

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Essential Strategies for Optimising Product Images for Mobile Shoppers on Amazon Key Insights from Hannah Lyss Tampioc, Mad Cat Creatives Acknowledge that the majority of shoppers are using mobile devices, making mobile optimisation essential. Use shorter, more concise text. Ensure the text size is large enough to be easily readable on smaller screens. For lifestyle photos, prominently highlight the product to maintain visibility on mobile screens. Prioritise clear and uncluttered visuals for better mobile viewing. #MobileOptimisation #EcommerceTips #AmazonSellers #MobileFirst #LifestylePhotos #MobileShoppers #ProductVisibility #FBAInsights #OnlineRetail

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As mentioned by Girish Vishwanath C in his post, Google Vs US DoJ will have repercussions either way. This is why we are building today for the immediate future. Here is how are we solving for it: 1) An SDK (APP & Web) which allows open internet players like Index Exchange PubMatic InMobi The Trade Desk Liftoff Mobile Smaato (Now part of Verve) Verve Amazon Ads etc to get access to quality inventory of publishers outside of GAM, while supporting Google Meta Google AdMob AppLovin Unity (mediation platform) as they have lion share of ad-spends today. But since header bidding is enabled everyone gets a chance to beat the behemoths and exist inside / outside of mediation platforms (through our SDK) and publishers decided their way of engagement 2) For publishers, our SDKs take away the heavy lifting and everything is pre-configured (and in some cases we have to onboard new partners who are not there today). With efficient caching mechanism, user journey based intelligence to reduce additional ad-requests on partner ecosystems 3) An ad-server which has similar capabilities like Google Ad Manager but much more including - Ability to run retargeting campaigns of your own - Extended audience (to identify your own audience in external ecosystem) - Ability to onboard any demand partner / DSP within a day or two at max - Peformance Module to run performance campaigns (powered by postback pixels to capture post click data and feed it into our algorithms) - AdOps automation with self-serve to onboard SMBs and directly run campaigns 4) Whitelablled DSP, which automatically connects with our SDK led inventory (and other inventory partners as well), allowing small and medium sized agencies to become more sophisticated and transparent and get budgets from advertisers 5) inbuilt CDP to create audience for enhanced direct buys for advertisers 6) inbuilt fraud detection logic with more controls We are already handling a scale of 50MN+ Adrequests, 10MN+ impressions today and 1BN+ logs to measure everything and inform you on what exactly is happening across the ecosystem interacting with your applications. A lot more needs to be built and we are literally doing R&D in Ads. Talk to us, share your use case/pain points, and let Adster help you maximize the revenue more "efficiently" without breaking a sweat.

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Why you should NOT use digital attribution only... Les Binet will explain in detail Why and How rather use market mix or econometrics for budget setting >>https://lnkd.in/eCx55te9 #digitalattribuition #performancemarketing #marketing #advertising #campaign #brand #econometrics

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Apple and Google are increasingly opposed in their approach to advertising and privacy. In a blog post announcing Private Browsing 2.0, Apple criticises Google directly over their Topics API (Google’s solution to audience/interest targeting within Privacy Sandbox). It argues that Topics introduces a new method for fingerprinting, the practice of identifying users uniquely using their browser metadata, and that it is bad for the web and for privacy. Instead Apple argues for methods for ad targeting and measurement that avoid individual identification to the greatest extent possible, like their AdAttributionKit API. Every advertiser needs to pay close attention to the fact that increasingly, advertising within Google and Apple’s ecosystems are two entirely different worlds. Options for measurement, data, and targeting vary a lot, and it stopped being an apples to apples comparison a long time ago.

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📊 The New AppsFlyer Performance Index is Out — Here Are My Key Takeaways 👇 🚀 The latest Performance Index from AppsFlyer is live, and it’s packed with insights on which networks are driving serious app growth. But instead of diving into every detail, let me highlight a few of my favorites that stood out in this edition 💡 Top Channels (for iOS): 1️⃣ Apple Search Ads: Still the #1 player for iOS growth, delivering high-quality users, especially as privacy changes reshape the mobile landscape. If you’re not fully leveraging ASA, you’re missing out on serious potential for scaling iOS user acquisition. 2️⃣ AppLovin: A dominant force in mobile marketing, known for its ability to deliver impressive results across both gaming and non-gaming apps. 3️⃣ MOLOCO: Emerging as a top contender with strong performance in programmatic advertising, especially for scaling apps across regions. 4️⃣ Meta Ads: No surprise here. Meta continues to offer massive reach across platforms, remaining a key channel for both iOS and Android. 5️⃣ Google Ads: Another powerhouse that combines scale with performance, delivering great results for cross-platform growth. While these networks continue to dominate, the key isn’t just knowing the rankings — it’s about how you use this data to fuel your strategy. Whether you’re optimizing for quality users on ASA or scaling across broader platforms like Google Ads, having a smart growth approach is everything 🎯 And if you need guidance on how to optimize Apple Search Ads (or any other network) for maximum impact, SplitMetrics is here to assist 💪 #AppGrowth #MobileMarketing #AppleSearchAds #PerformanceMarketing

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Want to know what you're buying when you optimise to CTR on programmatic open market? You could be optimising to https://trafficbotpro.com/ running via millions of https://www.pvabrowser.com user agents. No amount of IAS, DV or Moat can stop it. It's just how audience targeting on open web works. CTR is a bad performance metric.

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One of the reasons that we started pubX was to help quality publishers to thrive in a world that felt stacked against them. A driving philosophy behind this was that Platforms, such as (but not limited to) Meta, were able to skirt the same editorial standards that (particularly news) publishers had to adhere to, especially regarding the content shared on their platforms, and through their resultant scale, hoover up ad spend. With this latest announcement, Meta has renewed their commitment to shirking responsibility, and taken a backwards step. This is not only a negative for publishers, but has a real impact on society. It is our hope that advertisers will start choosing quality over convenience - it won't just be Publishers that benefit.

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Excited to announce my collaboration with CXL on a new educational video series! 🎥✨ Our first video explores how AI can revolutionize your landing page optimization. Discover practical tips and strategies to leverage artificial intelligence for better conversions and user experience. Whether you're a marketer, designer, or business owner, this series aims to equip you with cutting-edge knowledge to stay ahead in the digital landscape. Check out the video and let me know your thoughts! More insightful content coming soon. #AIMarketing #LandingPageOptimization #DigitalStrategy #CXL #MarTech #ConversionRateOptimization #ArtificialIntelligence #MarketingEducation

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Get it here first - all the news from Google Marketing Live 2024!

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Question: Could you optimise all your marketing with econometrics (MMM) and not bother with Attribution at all? 🤔 These days some people I talk to about marketing optimisation say they are considering doing MMM, maybe with uplift tests, but leave digital attribution aside. ...So is this a viable optimisation strategy?? (Spoiler alert: no it really is not!) Basically: MMM is strategic and attribution is tactical. And you cannot have an effective strategy based on tactics that pulling in a different direction. What happens if you just do MMM in practice is that the senior marketing team make the big marketing mix decisions, but then all the tactical choices get optimised on whatever the digital team or your agency can get hold of, which means platform attribution models that don't line up (Google vs Meta vs Affiliate attribution etc which all add up to way more than your total sales i.e. the exact problem attribution is designed to help solve). In other words actual digital optimisation just doesn't happen! At this point someone will say 'yes but you can model digital channels with MMM'. Well, yes you can, but only for the really big 'pots' of spend, such as ALL of non brand PPC, or ALL Social Media. Sure breaks can get added but granularity is very limited and the multicollinearity problem (look it up) gets bigger as you add more breaks. In other words you can't get a good read at anything like the level of detail that a digital marketer needs for daily campaign optimisation. Yes, experiments help, but they don't scale, and they are not granular enough either. Many of the people who think like this have never actually done any digital marketing themselves - they have always relied on other people to it! - sounds harsh but just think about it for a second. If someone hands you a budget of (say) a million quid to spend on PPC, because MMM says that's the right amount, that's great but you still have decide which keywords, audiences, bidding strategies and so on you need, across many multiple campaigns... and what exactly will you be targeting? Why conversions of course! Which are measured how exactly? By an attribution model of course....! A budget doesn't spend itself. It actually goes back to a dumb joke I used to make when giving attribution talks to digital marketers at Google. At the start I'd say 'hands up who is doing attribution' and few hands would go up here and there, and then I'd say, 'well sorry but you are ALL doing attribution....' and then explain that if you take any action at all on your daily platform ads and conversion reports, or GA, then you HAD to be using the built in attribution i.e. last click wins, or these days DDA etc. Even if you trust bidding and buying bots to optimise your marketing, they still have to optimise to conversions, which still have to be attributed so you do not get to bypass the problem that way. Macro and micro optimisation need to work together folks!

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Yesterday, we invited 20 of the brightest minds in publishing in the UK for a lively discussion about future trends, predictions, and the evolution of newsletter monetisation. And it's more relevant than ever. 📧 Email plays a crucial role in the strategic shift towards first-party data in response to privacy regulations and the crumbling of cookies. Thanks to all attendees and Andrew Webb for moderating🙌 We were thrilled to see so many excellent and engaged individuals discussing bringing email advertising to the next level. #PublishingTrends #NewsletterMonetisation #EmailAdvertising #FirstPartyData #PrivacyRegulation

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📌 From Baby Steps to Giant Leaps: How Seraphine Leveraged Pinterest Ads for Explosive Growth Using last click attribution, social media and Pinterest in particular showed little value for Seraphine. Seraphine intuitively knew the real issue and challenge was one of measurement and looking through the right lens. Testing with Fospha and moving to a full funnel measurement strategy Seraphine uncovered significant opportunities for paid social and Pinterest as a result; 📌 Achieved a 13X increase in channel revenue in the UK market 📌 Improved CPA by 50% and ROAS by 96% in the first half of 2024 compared to the same period in 2023 📌 Increased Pinterest channel spend by 590% year-over-year Read the full story here on Fospha's Website https://lnkd.in/eFZh24kQ

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Are you losing 30-40% of your Facebook ad attribution data? That's what we're seeing across ecommerce brands who haven't implemented Meta's Conversions API. But some marketing teams struggle to justify investment to leadership. So I spent one afternoon with #Ai and built a simple tool... Introducing our Meta CAPI ROI Calculator - A free tool that shows you exactly what you're leaving on the table. Just input your: • Monthly Meta ad spend • Average order value • Current conversion rate • Average cost of customer acquisition And discover: • Expected CPA improvement • Net attribution improvement • Potential incremental revenue from going server side One luxury retailer we worked with discovered they were missing millions in attributable revenue annually. They implemented CAPI and saw a 121% increase in reported conversions within 10 days. Ready to see your numbers? See the comments for access to the calculator. P.S. As server-side tracking specialists, we're here to help if you decide to make the move. Let's chat if you're ready to show your boss marketing results and KPI improvements. #digitalmarketing #ecommerce #metaads #serverside #roi #analytics #retailers #innovation

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Introducing Journeys by Skio– the tool #subscription brands need to stay ahead. “Subscribe and Save” is no longer a novelty, it’s the standard. So, how do brands stand out? Subscribers, with 3x the LTV of repeat buyers, are often the MVP but get the least attention. Brands want to offer these loyal customers exclusive experiences–like product samples, early access, or surprise gifts– but these existing tools make it hard. They’re dated, clunky, and limiting. How do you create a unique experience without making everyone feel the same? Should a customer spending $500 get the same reward as someone spending $50? Probably not. Before, custom builds, and agencies were the only solution. Enter Journeys Build personalized, flexible experiences for your subscribers: Segment customers with the most advanced criteria (no more roadblocks) Create custom banners that pop up at the perfect moment, linking directly to upgrades or new products. DM me to learn how Journeys can help take your subscription program to the moon :-) #shopify #DTC #Ecommerce

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