Paul Lieberman

CMO’s and agencies are so enamored with bottom-funnel targeting tactics that they totally lost the ability to move people effectively—their judgement is out of balance with real needs today. The targeting down funnel ‘disease’ gives marketers a feeling that they aren’t being wasteful but so much is showing they aren’t being effective either. “This ….reveals …a fundamental mismatch. Respondents are applying bottom-of-funnel tactics to what they've identified as top-of-funnel brand building objectives.”

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we've posted a couple of reports in the past - but I think that this one is the BEST and most interesting one we published (...so far...) this is a true comparison of "attribution" vs. incrementality - comparing the actual aggregated, weighted, and indexed results based for the clients who share attribution data with INCRMNTAL Super interesting - get it below!

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New Tow Center report highlights growing tension in AI-era search: “We’re the providers of information…but Google now wants to be the distributor.” As zero-click answers rise, publishers face renewed pressure to prioritize direct audience relationships. https://lnkd.in/gzxcsgtY

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Sooo... how can the same product, from the same company, with the same experience; suddenly grab market share from the market leader. No flashy launch, no innovation, no nothing. Change your brand positioning. How about if you are Anthropic (Claude), and you go up against a powerful government department like the DoW? Your intent was not brand position change; that'd be too pedestrian. There is of course, a lot of nuances in what happened; but the market does not care about the nuance - most of which I am most likely missing. The market cares about what they see and hear and feel. The Brand Positioning Deck on Amodei's laptop on never changed. Perceptions of the market changed of what Anthropic was. What it stood for, how far it will go for something as abstract, yet important as principles. As an aside: Amodei has re-engaged DoW and opened negotiations again as of late last week. Anthropic is still a business; and sometimes the market make a lot of assumptions, so you never know what is going on behind the scenes. But the users have made up their minds of what OpenAI and Anthropic stands for - rightly or wrongly. Both CEOs played a big role in this evolution. Speaking of CEOs and big companies and their 'products,'.... Nah, that'd be too easy. https://lnkd.in/gyfapkyF

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Most would agree with the perspective on the programmatic ecosystem shared by PubMatic's CEO, stating that it is “multifaceted, certainly complex.” Unfortunately for marketers, this is dramatically compounded by the lack of transparency, which allows intermediaries to siphon media dollars into fees, direct advertiser investment to “owned” solutions, and compounds the failure to constrain non-human traffic.

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