Transcript
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Welcome back to be tob growth.
I'm Logan liles with sweet fish media.
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I'm join to day by Dan Greenberg, founder and CEO edge share through.
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Dan, how's it going today?
Good. Thanks for having me. Absolutely
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man. We're going to be talking
about optimizing your supply path in about fifteen
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minutes. There are some very quick
wins that you're regularly consulting customers on.
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For some context, tell us a
little bit about the world that you guys
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live in. A share through,
what you guys do for some context to
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the conversation today? Sure, thank
you. Yeah, good to get the
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sense of where I'm coming from so
you can see the the context that this
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advice is coming from. What share
through is is a programmatic add exchange of
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a new type. So programma ad
exchanges have existed for I don't know,
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fifteen years or so, with Google
addets being the biggest one, and there's
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others like Rubicon and pumatic and index
and a few others. If you're a
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marketer, I'm sure you're familiar with
them, because that's where you spend your
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money on programmatic advertising on the web. What share through is is a new
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type of add exchange. Design specifically
for human centric advertising. So human centric
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advertising meaning not like overlays and page
takeovers and pop unders and popups and ads
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in the corners and the adds that
everybody looks to block and delete and mute,
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but the types of ads that are
integrated. So what share through does
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is, first and foremost native advertising, adds that fit into the page,
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that are integrated to the user experience, so as you're scrolling through, it
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feels like another piece of content in
the mix of content, as well as
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video and traditional display banner ads to
but done in a really respectful, human
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centric way. And our market positioning
and our technology stack is really designed about,
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designed to auto enhance every single ad
that runs through our pipes. So
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as a supply path ourselves, meaning
a buyer, runs ads through our supply
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path to arrive at a publisher site
like CNN or rolling stone or whatever,
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when share through is the path,
we auto enhance the impression to render a
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more respectful, better looking, higher
performing to add in any placement on any
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site. If I level it up. The reason we do this and care
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is because advertising has gotten to a
spot where people just are really offended by
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it at the worst and maybe at
best ignore it, except when it's on
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facebook or instagram or maybe Youtube skippable
ads, where they actually feel like they're
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kind of integrated and they feel like
maybe it's a product that you're interested in.
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And sometimes it's too targeted or it's
too integrated, but overall, like
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give an ad, can Pindad can
present itself in a way that's helpful.
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That is the future of advertising.
And so what we do is try to
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bring that same sort of methodology to
the rest of the web so that a
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marketer like a Coker Pepsi or a
Nike or a full, good example,
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when apple runs ads, they're not
trying to run pop ups and takeovers or
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trying to run things that are respectful
and integrated and fits sort of the apple
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vibe. And so what share through
does is act as a supply partner at
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exchange that helps marketers run ads across
the web on open web content sites,
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again, like see an Rollin Stone
Hurst and at etc. But done the
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way that's respectful, human centric and
just high quality and, as a result,
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performant and often higher performance than just
a standard supply path like Google addicts.
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Yeah, absolutely, and so I
know that there are really three key
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tips that you wanted to share with
listeners today about optimizing their supply path between
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them and the publishing sites where their
ads are going to be displayed. You
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already alluded to the first one,
and that is being human centric in your
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advertising. I love that you guys, as a platform, are focusing on
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that taking it a step further.
You want to make sure that, as
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a brand, you are advertising with
being human centric in mind from the get
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go, from the type of ads
you're running, the copy, all of
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that sort of stuff. The antithesis
to this is kind of what you've already
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been talking about, the new sites
that you just can't even get to the
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content. It's like you're waiting through
all the junk to try and see what
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you thought you were promised by clicking
that link, you were going to get
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to see right and that just that's
kind of the horrible end of the spectrum
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that I feel as as a user
and consumer of content. Tell us a
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little bit about that. You mentioned
the way that you guys approach it,
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being human centric as that supply path. Where are you advising brands where you
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see them messing up? What should
what should they stop doing when it comes
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to being more human centric in the
ads that they are developing to get to
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those folks. Cool. Well,
you touched on something that's really cool to
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my heart and really cool to the
really mission of the company, which is
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when you go to a site intending
to read an article written by a journalist
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with so much thought and care and
intellectual energy put into it, the fact
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they have to wade through garbage to
arrive at that and sometimes even just go
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back and just give up and go
back to facebook or go back to youtube
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or whatever, is undermining the whole
open, accessible content based Internet in some
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ways, like undermining journalism. It's
not their fault, it's not the fault
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of the publisher sites that they do
this. They're trying to make money to
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survive and that's that is the current
standard in a lot of cases. But
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there is a better way and there's
a better way that's been established on twitter
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and facebook and pinterest and instagram and
every close platform, and that better way
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or it integrated native style human centric
content based ads, and so we're bringing
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that to these sites and really the
mission of this company by it's kind of
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a mouthful, but I would say
it's really to ensure the preservation of the
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open Internet with independent and accessible content
that can be funded by quality advertising and
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and I really do believe that.
So how that translates to a buyer?
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It's out. If you're taking a
humid human centric approach to advertising, it's
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saying even asking yourself this, like, if I would never email this to
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a customer, don't put it in
an add if I would never post this
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to my facebook page, don't put
in an ad. Like if you're looking
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to prospect new customers or introduce new
customers to your brand through advertising, you
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need to be as respectful to those
people as you are to your existing customers.
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If you look at an add and
you're like, I would never post
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out to my facebook page, what
are you talking about? Why are you
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spending money advertising that ad on the
Internet to try to persuade people to come
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join you? If you make a
video add and you watch it for thirty
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seconds, you're like, I would
never want to watch that. Why are
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you making other people watch it?
So to me human centric is just sort
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of checking yourself and saying like look, this is not cocacola doing advertising,
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this is a human on the internet
seeing a piece of content. If you
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look at it from the human centric
Lens. First, I'm scrolling through the
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Internet and I see a piece of
content. It's happens to be an add
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great, happens to be from COCACOLA. Great. Is it interesting, amazing?
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Is it offensive, terrible? Is
it getting in my way? It's
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maybe effective to hold someone's eyes open
and force them to watch your ads,
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but in most cases there's a better
way. Sometimes I even like that's ackwork
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engine alogy, like holding their eyes
open. Yeah, really, we have
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video right now, so I'll do
it. But like it's the clockwork orange,
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you know, hold your eyes open
to make you watch the ADS.
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There is persuasion that can happen that
way. If you hold some of these
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eyes open in a movie theater and
you watch them watch trailers, that's a
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that is an effective form of advertising. You know, if you continue to
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bombard somebody with TV ads that they
say this, see the same ad fifty
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times, they have no choice but
to watch it. You might get through
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to them. But there is a
better way, and to me the better
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way for most people who you don't
want to interrupt or force is to approach
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them as a human and deliver content. Even if you're spending money to advertise
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that content, deliver content that actually
a normal human being might be interested in.
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Yeah, I imagine, you know, because the people behind these ad
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campaigns are not, you know,
there's not stupid people, they're not horrible
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people, but I think oftentimes there's
just we kind of went here and we
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didn't really think about it from the
other side it without, you know,
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throwing anyone under the bus or naming
any names. Are there any examples you
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could share, Dan, where someone
was like yeah, that seems fine,
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and then you guys kind of pushed
back and said, well, hold on
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a second, think about it this
way, and they were like, oh,
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yeah, that really is kind of
going in this direction that we've always
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said we'd never want to go.
Yeah, sometimes what happens here, I
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think this is like perfect metaphor for
what you're asking. Sometimes what happens is,
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in a sales pitch or sales meetian
or strategy session, will sit down
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with a brand and say here's your
page full of all your banners. I've
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just found them. I went to
motecom and search for Um, I just
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found some of your banners on the
Internet. Let's look at them together and
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let's look at these banners and look
at the words inside the banners and type
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those words out on the screen.
So not inside the banner and all the
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colorful fonts and everything, but just
take the words out and just put them
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on the page. Maybe make them
in the form of a headline, like
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put those words under the banner in
a font that looks like a headline,
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like a normal person might actually read
it. Often what happens is the buyer
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goes wait, I don't want people
to read that sentence. That sounds make
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no sense, that sends is nonsense, that it might have made sense in
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our ad, but also, like
did it really maybe it didn't even make
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a sense in our ad at all. And so sometimes if you just squint
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at your ads and you actually look
at them with a different mindset of the
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human and then you just read your
own ads, read the words. I'm
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looking at a page here, just
like, I don't know, don't forget
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these is some text, I see, and an ad for wine here or
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like explore our selection. Okay,
but like that's the most boring sense I've
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ever heard. Explore our selection.
How about, like explore our new selection
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of discounted wines from France, and
even that's pretty boring, but at least
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it's a human sentence. There's so
many examples where somebody will say, like
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here's my ad, here's my banner. Share through says cool, let his
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help you pull the text out of
the banner, make it a headline and
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make it sort of fit into the
page, and at that point the buyer
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goes Woa, right, I don't
want to put those words on the page.
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It's like, if you don't want
the words on the page, why
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are they in the banner? Yeah, they're. So remove the copy from
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from the context of the creative and
just look at that, because it's got
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a start with the copy. It's
going to be get like the creative is
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going to help it succeed or fail. But there's only so much lipstick you
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can put on a pig right to
borrow and and old phrase. So yeah,
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I think what happens here sometimes,
just sorry to flow on that,
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I think sometimes it happens is that
the buyer says, look, I got
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to run a bad campaign and I
need to make a square ad and it's
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got to have our picture, of
our logo and a button inside of it,
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and okay, well, what word
should be there? Let's put the
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word original and fresh. Okay,
fine, what does that mean to a
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human? I don't know, like
what are you trying to tell me?
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Like the way to think about it
best is like if you were to write
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this as a email subject line or
calendar meeting header or just a text message
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you might send to someone. It's
so and so brand has a new X
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Y Z that does something interesting period
or apple launches the new I phone.
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Eleven. Fine, you know,
Nike releases the New Lebron James Shoe.
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Cool. Like treat it as news, almost, like not like silicious news,
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but just simple sentences with a noun
and a verb and predicate, just
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like what is this that age trying
to say? Eleven year old? That
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are just going through parts of the
sentence and stuff like that right now.
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I love one separating the copy from
the creative, and then also something that
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you just mentioned. I think a
lot of people would. It would cause
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them an unlock taking the copy,
separating it from the creative, typing it
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out in a Google doc and,
like you said, maybe formatting it like
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a headline. And then you said, like what I text a friend this,
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would they know what I'm saying.
Would they find this weird? Would
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they find this confusing? Literally,
take the copy and type it out on
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your phone into a Google doc or
into a blank text message and see how
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that feels, because it's interesting the
way you remove the context and you change
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channels. Then you're in a mode
of like this is how I communicate with
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my buddies or my mom or my
significant other, and all of a sudden
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you look at the words differently.
Right. Absolutely, and I love what
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you just said. Changing the medium
just changes the way that your your brain
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processes the text. Maybe a text
message is a little too far, but
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even just an email subject line,
write it as an email subject line.
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If that email subject line is nonsensical
and you would never want to send that
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to a customer prospect, don't put
into an add yeah, absolutely, man.
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So number one is being more human
centric. I think we got to
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some knitty gritty examples there. Your
second tip is making sure that your ads
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are actually getting to the best endpoint, and this seems like kind of rudimentary
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advice, but you see this as
a misstep for a lot of brands that
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are advertising right now. Right.
Yeah, yeah, so this might get
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a little bit programmatic Geeky, maybe
not technical, but just sort of programmatic
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inside baseball. So if you're listening
and you're like I don't know what our
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TV is or what a DSP is
or even what programmatic advertising is, this
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next section may not make sense.
But if you're like yeah, of course
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I know how to do programmatic advertising. I use the trade desk or I
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use D be three hundred and sixty
or media math or adobe and I run
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my ads across addicts and cheer through
an index and Rubekon grade, I think
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this will be helpful advice. Even
if you don't, maybe this is still
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helpful in the abstract. The advice
here's to be really purposeful and deliberate about
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your supply path. So if you
use the trade desk as your DSP and
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you just say I'm going to target
all adds on the Internet, are all
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supply site, are all supply partners, or even a site list I want
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to run on these six hundred sites, but you don't choose which supply path
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you're taking, meaning you don't choose
the specific exchanges that act does the conduit
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to get you to those sites.
Well, we'll usually have that happening is
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that most of your budget will flow
to Google, most of your budget,
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just because Google supply path is a
black hole of size. The gravity well
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of Google's black hole just sucks in
every marketing dollar that comes near it.
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So unless you say I want to
spend seventy percent on Google and thirty percent
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elsewhere, you'll usually end up spending
ninety percent on Google. Maybe you want
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to spend twenty percent on Google.
You know, depends on your campaign strategy.
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But really it's just about being purposeful
and deliberate about the supply path.
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And if you log into your DSP, the trade desk or dv through sixty,
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or ask your trading team or your
account rep, they're what supply paths,
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or even just simply white exchanges am
I buying and what's the mix of
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spend across exchanges? And you'll often
be surprised that most of your spend is
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going through the add supply path and
then the little bits going elsewhere. And
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I would just tie that to maybe
the point that can bring this home is
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that if Google and ADDEX is your
highest performing supply path, all good.
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If Google and adds is not your
highest performing supply path and you see higher
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performance through another path, through the
Yahoo supply path, through share, through
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through index exchange, through fill in
the blank. There's ten other spot x
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whatever. If it performs better through
another supply path to the same sites with
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the same cookie users, with the
same targeting, same creatives, so just
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different path, but to the same
site. If it performs better elsewhere,
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spend your money where your performance is
ultimately, spend your programmatic marketing dollars through
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the supply path that are the highest
performance. And even saying that out loud
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a little bit silly, but the
ecosystem was set up in such a way
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that it rewards volume more than performance, and so it's just something that I
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think eventually, over the next three
or four years, the dsps, maybe
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sooner, will start to do more
automated automization of supply paths and automated pushing
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of your budgets through the supply paths
that are the most efficient and the most
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performant and the most cost effective from
like a cost per click, cost per
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view, cost per completed view,
costper lead standpoint. But today it's more
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actually optimizing across different vectors. So
DSP's optimize across the vector of audience or
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day parts or sites or whatever,
which is also good. But you need
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to add in a more purposeful,
deliberate approach to optimizing on the vector of
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supply path, which, if I
say the word supply path and up,
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it's going to become meaningless here.
But supply path meaning you're running your ad
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through your DSP. It's gonna ultimately
arrive on CNNCOM, but the path that
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you take to get there will inform
how the human being at the end of
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it actually sees your ad and will
inform the performance of that Ad. And
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so of one supply path outperforms another. Just be deliberate about where you spend
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your money. Yeah, absolutely.
I mean I think we we went through
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it very, very sequentially here,
Dan. You know, looking at your
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copy, looking at the creative looking
at where it's being presented and looking at
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how it's getting there, because that's
going to change how it's actually presented to
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the end user. If you have
all of those keys in mind, you're
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going to be more successful with your
ad campaigns. Dan, if anybody listening
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to this is going to take one
thing away from this episode and and going
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implement today, what's that one key
takeaway? You want them to walk away
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with. Today, if you are
programmatic buyer who's really thinking about programmic advertising,
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it's spend your programmatic marketing dollars through
the paths that are the highest performance.
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If it's a low performing path,
maybe you want to spend money there,
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but at least be aware of it, be deliberate about it, and
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it's really easy. That's not some
complex thing. You could just go into
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your DSP and run the report or
ask your trading team or even ask your
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DSP account Rep and they'll tell you
where you spent your money. Second if
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you're not in the world of programmatic
and you're really just a marketer thinking about
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navigating the landscape, especially this new
landscape of the Open Web, my simple
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advice is be human with your ads. If you would never email to customer,
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don't put in an ad. If
you would never post it to your
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facebook page, don't put in the
AD. If you read it and scratch
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your head and say, what the
heck does that even mean? Don't put
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in the AD. Make the AD
sensible, make it comprehensible, make it
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respectful and make it human. I
love it. Dan. If anybody listening
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to this would like to Ping you
with a follow up question or two or
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stay in touch with you and the
team at share through. What's the best
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way for them to reach out or
stay connected? Man Dan at share throughcom
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easy enough. All right. Well, Dan, this has been super useful
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stuff. I appreciate you bringing some
value to listeners today. Thank you so
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much for being our guests on the
podcast today. Absolutely thank you for having
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me. Are you on Lincoln?
That's a stupid question. Of course you're
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on Linkedin. Here's so we fish. We've gone all in on the platform.
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Multiple people from our team are creating
content there. Sometimes it's a funny
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gift for me, other times it's
a micro video or a slide deck,
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and sometimes it's just a regular old
status update that shares their unique point of
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view on BB marketing leadership or their
job function. We're posting this content through
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their personal profile, not our company
page, and it would warm my heart
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and soul if you connected with each
of our evangelists. will be adding more
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down the road, but for now
you should connect with bill read, our
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COO, Kelsey Montgomery, our creative
director, Dan Sanchez, our director of
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audience growth, Logan Lyles are director
of partnerships, and me, James Carberry.
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We are having a whole lot of
fun on Linkedin pretty much every single
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day, and we'd love for you
to be a part of it