The Agile Brand Podcast: Episode #650 – Maximizing Your Ad Spend with Matt Wasserlauf of Blockboard

Release Date: March 14, 2025

Introduction

In Episode #650 of The Agile Brand with Greg Kihlström®, host Greg Kihlström delves into the pressing issue of wasted advertising spend with Matt Wasserlauf, CEO of Blockboard. This episode, recorded live at ITEL Palm Springs, explores innovative solutions leveraging blockchain and artificial intelligence (AI) to optimize ad expenditures and enhance marketing effectiveness.

The Challenge of Wasted Ad Dollars

Greg opens the discussion by highlighting a staggering statistic: "Nearly two-thirds of every ad dollar spent actually goes towards the end of inventory and up to 15% of total spend goes to fraud or made-for-advertising content" (02:08). This inefficiency poses a significant threat to marketers, especially those operating with constrained budgets.

Key Issues Highlighted:

• High Waste: $84 billion in advertising expenditure is lost to inefficiencies (03:53).
• Impact on Marketers: Marketers face reduced outcomes and diminished campaign success.
• Consumer Experience: While not the primary victims, consumers experience suboptimal and repetitive ads, particularly in streaming services.

Traditional Solutions and Their Limitations

Prior to Blockboard's intervention, marketers relied on verification companies like DoubleVerify, Integral Ad Science, IAS, and Moat to monitor ad spending. Matt explains, "You would pay them to look at all of your ad delivery and tell you where it was well spent and where it wasn't well spent" (04:35). However, these methods were:

• Manual and Cumbersome: Involved extensive manual processes.
• Delayed Insights: Results were often post-buy, preventing real-time adjustments.
• Ineffective Maintenance: These outdated methods failed to curb the growing waste problem.

Introducing Blockboard: A Revolutionary Solution

Matt Wasserlauf introduces Blockboard as a game-changer in the digital ad ecosystem. "We at Blockboard rebuilt the entire digital ad ecosystem on the blockchain and today we're combining blockchain and artificial intelligence to drive amazing outcomes for our marketers" (02:54).

Core Components of Blockboard:

• Blockchain Integration: Utilizing Ethereum's blockchain to ensure secure and transparent ad transactions.
• AI Amplification: Employing machine learning to optimize ad spend and eliminate waste.
• Smart Contracts: Digital insertion orders that automate and secure ad deliveries in real-time (09:01).

How Blockboard Works

Blockboard operates by securing ad calls through smart contracts on the Ethereum blockchain. Matt elaborates, "We use a smart contract, which is really a digital insertion order. It's a piece of code that has the parameters of the marketer's goals and campaign. And quickly, in less than 33 milliseconds, we secure the ad call that they want and we drive and deliver their ads" (09:01).

Benefits:

• Real-Time Efficiency: Immediate processing and optimization of ad spend.
• Enhanced Security: Blockchain ensures transparency and reduces fraud.
• Outcome-Focused: Prioritizes sales and lead generation, directly impacting business growth.

Customer Success: Proactive Skin Care

A standout success story discussed is Proactive Skin Care, Blockboard's first customer to implement both blockchain and AI solutions. "In one month, sales went up 217%" (09:59). This dramatic increase underscores the effectiveness of Blockboard's approach.

Additional Insights:

• Sustained Growth: Proactive continues to see ongoing improvements.
• AI's Role: AI helps in removing diminishing returns, ensuring continuous optimization without the typical plateau (10:53).

AI Empowerment and Team Dynamics

Greg inquires about the relationship between AI and marketing teams. Matt responds, "I don't think it's a threat to humanity. ... Embrace it as a real opportunity" (11:16). AI not only optimizes ad spend but also frees up teams to focus on strategic initiatives rather than manual tasks.

Key Points:

• Enhanced Capabilities: AI handles data analysis, allowing teams to pursue innovative strategies.
• Education and Adaptation: Emphasizes the importance of training and embracing AI as a tool for growth.

Overcoming Industry Challenges

Despite Blockboard's advancements, Matt acknowledges the slow adoption rate within the entrenched digital ad industry. "The industry is very entrenched. ... all we can do is one at a time, finding customers like Proactive who are interested in this new technology" (13:02).

Factors Hindering Adoption:

• Resistance to Change: Established tech stacks and processes create inertia.
• Perception of AI: Some view AI as a job threat rather than an opportunity.
• Educational Barriers: A need for greater understanding and trust in new technologies.

Partnering with Blockboard

For marketers interested in optimizing their ad spend, Matt outlines a straightforward onboarding process:

• Initial Contact: Reach out to Blockboard for a consultation.
• Pilot Testing: Begin with a manageable budget to assess impact.
• Scaling Success: Demonstrate results before expanding usage (12:12).

This approach ensures that marketers can witness immediate benefits, as exemplified by Proactive Skin Care's 217% sales increase in just one month.

The Future of Ad Spend Optimization

Looking ahead, Matt envisions further integration of blockchain and AI to tackle ad fraud and waste, despite current industry resistance. "AI has to be embraced as a great new technology" (13:39). Continuous innovation and education will be pivotal in driving widespread adoption and maximizing marketing effectiveness.

Staying Agile in a Dynamic Landscape

In response to Greg's final question on maintaining agility, Matt emphasizes the necessity of adaptability: "You have to be agile to survive in this world. And I'm doing it every single day" (14:27). This mindset is crucial for navigating the ever-evolving challenges in marketing and technology.

Conclusion

Episode #650 of The Agile Brand offers valuable insights into combating ad spend inefficiencies through cutting-edge technologies like blockchain and AI. Matt Wasserlauf's expertise and Blockboard's innovative solutions provide marketers with the tools needed to maximize their budgets, drive meaningful outcomes, and stay agile in a competitive landscape. For more information on Matt and Blockboard, listeners are encouraged to follow the show notes and stay tuned for future episodes recorded at ITEL Palm Springs.

Notable Quotes

• Matt Wasserlauf [03:53]: "It's horrific. $84 billion to be exact... we've solved the problem... our marketers are enjoying the benefits of no waste."

• Matt Wasserlauf [09:01]: "We use a smart contract... in less than 33 milliseconds, we secure the ad call that they want and we drive and deliver their ads."

• Matt Wasserlauf [11:16]: "Embrace it as a real opportunity and if you get learned on AI, it's going to be a great opportunity for you."

• Matt Wasserlauf [13:39]: "AI is amazing... when done right it has unbelievable impact."

Stay Connected

To learn more about the topics discussed in this episode or to consult with Greg Kihlström on marketing technology, AI, and marketing operations, visit theagilebrand.com or gregkillstrom.com.

This summary is crafted to provide a comprehensive overview of Episode #650 for those who haven't listened, highlighting key discussions, insights, and actionable conclusions from the conversation between Greg Kihlström and Matt Wasserlauf.