Retail Media Insights

Data clean rooms (Part 4) | Edik Mitelman at AppsFlyer

Dec 18, 202300:37:09Tap to summarize

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 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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Data clean rooms (Part 3) | Nick Henthorn at InfoSum

Dec 11, 202300:30:32Tap to summarize

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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Offsite media through Epsilon | Ben Foulkes

Dec 5, 202300:30:43Tap to summarize

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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Offsite media through The Trade Desk | Tim Abraham

Nov 13, 202300:32:28Tap to summarize

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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Data Clean Rooms (Part 2) | Tim Norris-Wiles at Habu

Oct 26, 202300:32:29Tap to summarize

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

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Data Clean Rooms (Part 1) | Seth Tapsfield at LiveRamp

Oct 18, 202300:30:51Tap to summarize

Welcome to Episode 1 of the Retail Media Insights podcast. My guest today is Seth Tapsfield, who is currently the sales director at LiveRamp in the UK. In this episode, we discuss: * (01:28) Seth's Background * (04:44) Use cases powered by LiveRamp * (12:54) Parties involves in data collaboration * (17:33) Third-party data for enrichment * (20:17) Minimum data retailers need to provide to be valuable to advertisers * (23:09) LiveRamp's USP * (23:57) ATS and Addressability * (27:03) Challenges and opportunities in data clean room adoption You can find 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

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Season 1 | Trailer

Oct 18, 202300:00:49Tap to summarize

The retail media landscape is evolving rapidly, and the primary goal of this podcast is to offer you an in-depth exploration of this ever-changing ecosystem. Together, we will delve into new technologies, innovative strategies, and essential mental models that will hopefully make us smarter about this space. This podcast will complement the perspectives I share in my newsletter. To kick things off, in season 1, I will be diving deep into the topic of offsite media, which has been a recent focus of mine. I am excited to welcome guests from leading data clean room companies, demand-side platforms (DSPs), external dataset owners, retail media networks, and advertisers. Through these conversations, we hope to shed light on critical questions like how these technologies can be used, how you should approach data partnerships as retailers and advertisers, and what are the barriers and some best practices in this space. You can find 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

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All episodes

Data clean rooms (Part 4) | Edik Mitelman at AppsFlyer

Data clean rooms (Part 3) | Nick Henthorn at InfoSum

Offsite media through Epsilon | Ben Foulkes

Offsite media through The Trade Desk | Tim Abraham

Data Clean Rooms (Part 2) | Tim Norris-Wiles at Habu

Data Clean Rooms (Part 1) | Seth Tapsfield at LiveRamp

Season 1 | Trailer