The Trade Desk acquired Sincera, T-Mobile acquired Vistar Media for $600M, and Rokt acquired mParticle for $300M. Here is what each transaction tells us about the broader dynamics of the adtech industry.

In adtech, a great LinkedIn post doesn’t just inform — it captivates. By focusing on timely topics, critiquing market leaders, and offering unique perspectives, these three posts grabbed attention and sparked engagement. Here’s why they worked.

Your value proposition is not a story. A story is about the industry, your customers, villains, and how you’re changing the industry to improve it for your customers. This sounds a little more Hollywood (as it should), and done correctly, a story can get more people, including future customers, to care about your company, which will help you hit revenue targets (marketing’s ultimate purpose).

If you’re sold on the importance of attention, the question becomes how to get it. This is a question of where you show up, what you say, and whom you put forward. In other words, there’s a formula to orchestrate attention and build influence in 2025: where, what, and who.

Capitalizing on the infinitely scalability of what Naval Ravikant calls "permissionless media" is the most underleveraged opportunity for individuals and organizations to grow. Here's how to tackle the opportunity.

IAS' messaging is unfocused and vague. The company is using earnings calls, for example, to present a string of updates. Instead, it should consider centering heightened demands for efficiency as the core challenge of this era — and its pre-bid optimization products as an answer that will make IAS a performance partner, not an insurer.

While most agency holding companies focus their messaging on internal reorgs, Publicis is doing something different—and better. By addressing the industry's biggest challenges head-on and presenting itself as the solution, Publicis is redefining how a holdco can use earnings calls to shift industry perception to its benefit.

Earnings calls are more than a rundown of initiatives—they’re an opportunity to define your company’s place in the industry narrative. Viant’s recent call shows how powerful it can be to tell a cohesive story that connects innovation, market dynamics, and the company’s future vision.

As digital advertising leans heavily into the Outcomes Era, many are also taking a step back to reassess quality standards. This counterbalance has defined 2024, as advertisers explore ways to achieve results while demanding greater transparency and control.

The advertising industry is undergoing a transformative shift toward an era centered on measurable outcomes. Omnicom’s recent earnings call highlights this trend, as does the growth of Criteo and CTV's growing pains as a performance-oriented channel.

Many companies, especially in adtech, believe they have a clear differentiator, but clients often struggle to see it. The real challenge lies in bridging the gap between a brand’s internal identity and how it’s actually perceived. With a focus on tangible differentiation, this piece explores how companies can build a memorable, credible reputation by aligning their messaging with what clients truly value and recognize, helping them stand out in a sea of sameness.

You can't accomplish anything with marketing if no one is paying attention, yet most adtech companies operate as if this weren't true. You can drive attention with three simple steps. 

Adtech companies often miss the mark on clear, effective messaging, but earnings calls provide a rare opportunity to evaluate how well they communicate their strategy. Nexxen's recent Q2 call shows how it's done, positioning the company as a data-driven leader, but the real challenge is whether they can get that message out into the market.

CEOs have three core marketing responsibilities: signing off on messaging, endorsing a marketing philosophy, and evangelizing the company.

Many marketers shy away from provocative social content due to risk aversion and the fear that it can't be measured. But a content-driven approach to PR can be measured easily in three ways.

Viant’s launch of ViantAI, an autonomous advertising platform, quickly captured industry attention with 150,000 views in just a few days. Direct audience engagement, high production quality, and perfect timing played crucial roles in its success.

This blog lays out a simple way to think about marketing strategy and execution while challenging common misconceptions that make marketing execution harder than it needs to be.

Founder mode inspires founders while alienating marketers, who fear it will lead to micromanagement. But there are three ways the concept can benefit both parties.

Taboola's message lacks clarity and is bogged down by adtech clichés. They could more effectively stand out by focusing on a concrete and rare value proposition for both advertisers and publishers: It's the money.

Adtech companies, especially in the ad verification space, face a significant challenge in differentiating themselves from competitors. Despite being industry leaders, DV and IAS are often perceived as nearly identical, which complicates their marketing efforts. Differentiation isn't rocket science. It relies on a combination of vision, conviction, and action.