Unveiling the Future of Self-Service Advertising: An Exclusive Conversation with Johan Lilejund, CTO of DanAds
Sipping Espresso and Insights with the Visionary CTO on a Virtual Café
In a world perpetually intoxicated by innovation, the realm of
advertising and media is perpetually poised for a transformational shift. As I found myself virtually seated across from Johan Liljelund, the mastermind behind the technological wonderland of DanAds, it was easy to imagine the clinking of cups in a cozy café by the beach, the comforting scent of freshly brewed coffee, or perhaps something stronger as the sun gently wove its threads through
the clouds. With each sip, Liljelund's insights flowed as freely as the conversation, offering a panoramic view of DanAds' ambitions and strategies, all delivered in a tone that reverberated with candid brilliance. Redefining the Media Landscape: Embracing the Power of
Self-Service Advertising In the ever-evolving dance between publishers and advertisers, self-serve advertising technologies are the music that allows them to waltz at scale. Liljelund painted a vivid picture of DanAds' pivotal role in this tango of transformation. "Self-serve advertising technology is the enabler that allows advertisers to engage at scale with trusted
publishers," he mused, as if relishing the very essence of the statement. This, he insisted, was not merely about automation but about future-proofing the advertising landscape. "Traditional publishers can future-proof their advertising business through automation, maintaining existing revenues while boosting margins," Liljelund explained. He went on to hint at a burgeoning market of new
publishers. These entities, brimming with first-party data but lacking scalable means of capitalizing on it, were the potential new beneficiaries of self-serve advertising technologies. Liljelund's words resonated with a resonance that hinted at the untapped gold mines of the retail media domain. Empowering the Underdogs: SMEs as the Focal Point of Self-Service
Advertising Small and medium-sized enterprises (SMEs), often relegated to the shadow of tech giants like Google and Facebook, find their voice through the DanAds' ecosystem. "SMEs seek engagement with trusted publishers, yet have historically been locked out from anything beyond the confines of Google and Facebook," Lillelund observed. DanAds, as a digital knight in shining
armor, presents a doorway to access high-quality inventory and audiences on reputable platforms. Lillelund delved into the specifics, detailing DanAds' user-friendly interface, an oasis of accessibility paired with automatic support, an ecosystem akin to an e-commerce platform. He narrated the journey of one of their clients, who witnessed a meteoric rise in their advertisers, from a mere
2000-3000 to an astounding 70,000. It was a testament to the incredible potential that lay dormant, now unleashed by the self-serve advertising revolution. Unraveling the DanAds Magic: Aggregating Publishers' Inventories for Maximum Efficiency The art of
aggregating publishers' inventories takes center stage in DanAds' symphony of success. But Lillelund demurred, suggesting that such aggregation had not been a prime focus historically. "We have a few initiatives in our labs department," he confided, teasing the concept of a platform where connected publishers could opt-in to share their treasures with other demand sources. The cornerstone,
however, remains the seamless self-serve advertising platform, the fulcrum upon which DanAds' empire pivots. "Today, self-serve advertising platforms are the only scalable means for publishers to capitalize on their first-party audiences," Lillelund asserted. He elucidated the pivotal shift from traditional direct sales towards a future where all direct sales flowed through self-serve and automation, heralding a potential sixfold increase in margins. Navigating Stormy Waters: The Challenges of Self-Service Advertising Even in a future painted with the lush colors of self-serve advertising, storms and challenges loom. Lillelund acknowledged that a self-serve advertising platform demanded a thorough Go-To-Market strategy. After a decade of embedding
self-serve platforms for global publishers, DanAds was well-versed in navigating these uncharted waters. "We guide our clients," Lillelund intoned, his voice dipped in experience, "allocating resources, budgets, target audiences, integrations, and user experiences." His words painted a vivid image of the multifaceted nature of launching such a platform—much more than a mere tech project, an
entire ecosystem poised for metamorphosis. IPO Dreams and Global Aspirations: DanAds' Journey Forward Lilejund revealed DanAds' IPO dreams, a glimpse of financial magic expected to transpire within the next 12 to 18 months. However, with
wisdom born of experience, he acknowledged the tempestuous nature of financial climates and suggested a delay might be prudent. The company's financial position, bolstered by a credit facility from the European Investment Bank, lent them stability and flexibility, enabling them to navigate these treacherous waters with grace. But it was not just about financial security. "Main reasons for an
IPO," Lillelund articulated, "has always been to give more security to our clients in terms of ownership." It was an insight into the intricate interplay between financial strategies and fostering trust within the client ecosystem. A Global Symphony of Talents: The DanAds Workforce and Expansion Plans As the conversation meandered, Lillelund unveiled the beating heart of DanAds' workforce—220 individuals, a mix of direct employees and subcontractors. Their US presence, a burgeoning entity, was a testament to their global ambitions, anchored in offices in New York, Denver, and Montreal. "Our belief has always been that if you have the ambition to be global, you need to have a global organization," he remarked, a philosophy woven into their very
fabric. The power of diversity underscored their narrative, with employees hailing from over 10 different countries. "Inclusion and diversity, paired with the chance to collaborate with some of the largest publishers in the world, makes DanAds an exceptionally attractive workplace," Lillelund concluded. Lillelund offered an unvarnished take on the talent shortage in Sweden, a candid acknowledgement of the urgent need for expansion in the IT sector. Their multi-vendor strategy, as he put it, offered not just scalability but also cost diversification and control. "Our multi-vendor strategy has forced us to take full control," he shared, unveiling an intricately orchestrated ballet of talent and control. Ukraine had once been a talent hub for DanAds, a nexus that had to be rerouted due to unforeseen geopolitical turmoil. A multi-vendor setup now spanned various countries, underscoring the power of resilience in the face of adversity. Looking Beyond: The Enigma of Emerging Technologies and their Influence The conversation swirled into the realm of emerging technologies—augmented reality, virtual reality, AI, and beyond. Lillelund radiated an air of wisdom as he maintained a holistic outlook. "We have always had a very holistic view of the industry," he stated, a testament to DanAds' commitment to innovation across various media channels. From display to print, from OTT to retail, their arms were open
wide, embracing all that the future held. And then, the revelation of the Audio Ad Creation module, a marvel of AI that turned text into speech in mere seconds, democratizing audio advertising. It was emblematic of DanAds' ethos—an unflinching march towards the future, embracing innovation as the harbinger of change. In a world where data privacy and ad-blocking reign supreme, Lillelund navigated the challenges with aplomb. Privacy regulations, in his eyes, shaped an environment of transparency and control, laying the foundation for advertisers and publishers to dance harmoniously. "Privacy regulations play an important role," he emphasized, asserting that DanAds offered the tools for legal compliance with user preferences intact. As we rounded the conversation, Lillelund turned his gaze to the future, where data privacy concerns, ad-blocking technologies, and the impending dearth of third-party cookies painted a landscape fraught with uncertainties. Yet, he was undeterred. "We believe the industry will adapt," he said with conviction, outlining DanAds' roadmap to conversion tracking supremacy. The words of the man behind the DanAds magic echoed in my mind. "We want to be the global leader in making this happen," he asserted, a beacon of hope and innovation for an industry on the cusp of revolution. As the conversation ended, the virtual café by the beach began to fade, leaving behind a trail of insights, wisdom, and a promise of transformation. |
All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
📺 TvScientific flips the script on CTV ads, betting big on performance metrics by introducing a cost-per-outcome model. 💰 Confidence in conversions drives this move, allowing advertisers to pay only when their campaigns hit their intended goals. To woo digital marketers,
TvScientific cozies up to affiliate marketing platforms like Awin, Impact, Rakuten, and CJ Affiliate, making CTV a seamless addition to performance-based campaigns. The twist? TvScientific does the media buying legwork across major streaming services while affiliating the outcomes to real-world actions through partnerships with measurement platforms. 🚀 This bold risk-reward strategy, tested for eight months, aims to make CTV feel like a lower-funnel channel. 🎯💡 #CTVConversionRevolution
#RiskRewards #PerformancePlay 📊📈
🔒 Privacy gets a profitable twist: Startups are turning the tables by letting users monetize their own data. Datacy, Pogo, and Tapestri led the charge, but Caden dances to a different tune. 🎵 Instead of auctioning off your info, Caden empowers users to fine-tune data sharing with third parties. Backed by Yahoo founder Jerry Yang, Caden lets users sell off analytics on their movie choices, travel
destinations, and shopping habits in a controlled manner. 🎥✈️🛍️ With a billion data points collected and "hundreds of thousands" paid out, Caden’s encrypted vault aims to secure sensitive info, and its new Caden AI brings personalization without the privacy pitfalls. 🤖💼 It’s all in for Caden, which just bagged a $15 million Series A led by Nava Ventures, capitalizing on the changing tides of user tracking policies from giants like Apple and Google. But will users give this tune a standing
ovation? 🤔🔐💰 #MonetizeYourData #PrivacyInControl #UserEmpowerment 🚀📊
🔍 The CFPB steps up the data game! 🕵️♂️📊 They're planning to propose a rule to regulate data brokers under the Fair Credit Reporting Act (FCRA), targeting their practices. In a roundtable discussion on data broker practices, CFPB Director Chopra revealed the agency's intent to publish an outline of rule proposals in September 2023, with a full proposed rule
slated for 2024. 📝 Data brokers—entities collecting, selling, and sharing personal info—have been in the spotlight, especially how their activities fuel AI decision-making. Director Chopra's remarks suggest that the rule might define data brokers as "consumer reporting agencies" under the FCRA if they sell specific data like payment history, income, and criminal records. 🔐 Privacy concerns and unexpected data sharing are on the docket, drawing attention to the evolving landscape of consumer
data rights and regulation. 🚀📈 #DataBrokerRegulation #FCRAChanges #PrivacyProtection 🛡️👥
🍪 Say goodbye to cookies, hello to collaboration! 🌐 Sendbird, the in-app conversations platform with a whopping 300 million monthly users, just teamed up with LiveRamp, the data collaboration juggernaut. 🚀 Their partnership brings personalized in-app chat and messaging that respects user privacy while offering deeper insights into the
customer journey. 💬🔍 Leveraging LiveRamp's identity framework, this dynamic duo lets marketers and product teams use first-party data for tailored interactions. Marketers can now tie media exposure logs and marketing tech exposure logs together to craft a holistic consumer view. 🌟🔗 As we navigate a world without cookies and identifiers, Sendbird and LiveRamp make sure brands can still deliver personalized, trustworthy, and optimized experiences. 🎯💡 #CookielessCollaboration
#DataDrivenEngagement #PrivacyForward 🍀🕊️
"📰🤖 Navigating the AI News Frontier: AP's Editorial Odyssey! 🧠📸 In the world of news, AI pens stay capped, according to the Associated Press. 🖊️🚫 While AI won't churn out publishable pieces, AP encourages its staff to embrace the AI realm, but with a mindful eye. 🤓💡 Vetted AI content is key, and AI-generated visuals or audio should grace stories' spotlight. 🎥🎙️ AP's signature
stylebook gets an AI chapter today, marking the path for cautious experimentation. 💼📚 A recent alliance with OpenAI ignites curiosity, as AP's text treasure trove meets OpenAI's prowess. Meanwhile, The Guardian and Wired echo the chorus: AI is the star only when it's center stage. 🎭📝 Amidst this evolving AI dance, OpenAI's grant to NYU fuels ethical journalism strides. 💰🗞️ AP's VP of News Standards underscores the aim: to innovate, while keeping newsrooms on solid ground. 🌍🔍 #AIInNews
#EthicalJournos #InnovationBoundaries 🌱📰"
⚽️📊 "Goals & Gambles: Women's World Cup Fuels Betting Frenzy! 🏆🎰 The FIFA Women’s World Cup ignites a fresh spark in the UK's sports betting arena, as England's groundbreaking journey to the final fans the flames of betting fervor. 🇬🇧🔥 With the Lionesses aiming for glory against Spain, bets surge as the nation unites in support. 🦁🎉 Across the pond, DraftKings reveals the Women's
World Cup ranks as the third most bet-on event, following MLB and UFC, proving that this summer's tournament has struck a chord with bettors on both sides of the Atlantic. 💰⚽️ As women's sports claim their spotlight, the realm of sports betting widens, with anticipation and action reaching new heights. 🌍👟 #WomensWorldCupWagering #BettingBuzz #SheScoresAndSoDoBettors ⚡📈"
📧🚚 "Navigating the Inbox Odyssey: Email Deliverability Under the
Spotlight! 📥✉️ A peek into the world of email deliverability reveals a landscape of uncertainty, as many senders remain in the dark about their messages' inbox destinies. 🌌📬 Mailgun's study showcases that while 15.7% exude confidence in their email deliverability savvy, a significant 25.4% are neutral, and 19.1% grapple with doubt. Challenges abound, from staying clear of spam folders to navigating email blocklists. 🛑🔍 Prioritizing deliverability proves its mettle, with perks
ranging from customer satisfaction to revenue boosts. 🌟💰 Companies, however, wrestle with the complexities, particularly domain management and best practices, as 42.1% juggle separate domains for transactional and marketing emails. Metrics rule the roost, from delivery rates to open and read rates, as marketers strive to ensure emails land, engage, and thrive. 🎯📈 Cloud-based or hybrid, the infrastructure dance continues as businesses seek the path to the coveted inbox. 🌐🏢
#EmailDeliveryDynamics #InboxInsights #DeliverabilityDebate 📨🕵️♂️"
🗞️🚫 The New York Times has drawn a digital line in the sand, revising its terms of service to put the brakes on content scraping for AI training, signaling a more aggressive stance against unauthorized data mining and automated collection 🛑🤖. In its updated terms, the Times clearly prohibits the use of automated tools or devices designed to mine or scrape its
content. The move could be a response to Google's revised privacy policy that enables data collection from the web for AI training purposes, with the company's Bard and Cloud AI services speculated to be in the mix. The Times now firmly prohibits the use of its content for machine learning or artificial intelligence systems, putting the brakes on data-hungry AI aspirations. With penalties, sanctions, and potential suspension at stake, the tides of data usage are shifting in the world of content
and AI. 📰🔐🤖
🍕📊 "Papa John's Shakes Up Marketing Playbook! 🧀🚀 Papa John's is tossing things up by initiating reviews of its marketing agencies to align with an analytics-driven marketing approach, post-COVID. 📈🔍 The pizza chain is on a quest to optimize its media and creative partners for a revamped marketing strategy. 🎯🎨 CMO Mark Shambura leads the charge, armed with a vision that
encompasses advertising, digital customer experience, and more. 📣📲 With a focus on innovation and evolving consumer habits, Papa John's aims to savor success in the next three to five years. 🕰️🌟 As the search for strategic partners commences, a multicultural lens and a dedication to diversity, equity, and inclusion emerge as key values. 🌍🤝 Papa John's, ready to slice through the marketing landscape! #PizzaPowerMoves #InnovationUnleashed #DiverseDeliverables 🍕📈"
🔍🏛️ "Google's Legal Duel: Pay-Per-Click Perplexities! 🕵️♂️💼 Google is set to step into the courtroom ring, as a pay-per-click advertiser's class-action complaint gains ground. 💥🤝 The long-standing battle revolves around allegations of unfulfilled discounts and geographic ad misplacements. 🗺️💸 While Google sought a pre-trial victory, the U.S. District Court judge deemed a genuine dispute,
calling for a trial to uncover the truth. ⚖️🔎 The feud traces back to 2011, with Rene Cabrera accusing Google of overcharging for ads, and the journey through courts eventually reviving his claims. With the spotlight on 'smart pricing' formulas and geographic targeting, the tech giant now faces a legal showdown. 📢💻 #GoogleLegalShowdown #PayPerClickPuzzle #LegalTechTussle ⚔️📊".
📢🔍 "Twitter's Brand Safety Slip: A Risky Reckoning! 🐦🚫 Brand
safety claims hit a snag as watchdog Media Matters uncovers monetization of unsavory tweets. 📉💰 Despite X Corp.'s assertions of enhanced safety post-privatization by Elon Musk, affiliations with pro-fascist and hate-driven accounts cast shadows on the platform's assurances. 🌑🔒 Major brands, including USA Today, Amazon, and Sports Illustrated, found themselves adjacent to unsettling content. 😱📰 While the account in question was swiftly suspended, the episode underscores the
challenges of maintaining brand-safe environments. 💼🔍🛡️ The timing, not in harmony with positive spin, leaves X Corp. facing a trust-testing moment in its quest for credibility. 🕊️🤔 In the social media realm, brand protection remains a dicey dance. 🕺💬 #TwitterTrustTest #BrandSafetyBlunders #ContentConundrum 🚫🔥"
🕵️♂️👦 "YouTube Under Fire: Targeted Ads Circumvent COPPA?
🎯📺 A new study reveals YouTube's potential breach of its own policies by serving targeted ads on channels aimed at children, leading to questions about its adherence to COPPA regulations. 🕵️♂️👶 Despite YouTube's promise to halt personalized ads on 'made for kids' content, researchers from Adalytics Research have found that such campaigns persist on these channels. 🔄📊 The installation process of the YouTube app allegedly creates a persistent identifier, complicating consent
management and potentially violating FTC's Children's Online Privacy Protection Rule. 🔍💻 Brands like Mars, Procter & Gamble, and Netflix have been observed in these instances, further raising concerns about the platform's practices. 🧐❌ Google has contested the findings, with tensions escalating amidst ongoing scrutiny over its advertising practices and antitrust charges. ⚖️🔎 #YouTubeAdControversy #COPPAConcerns #DigitalAdvertisingDilemma 🚫🎯"
Facebook's creator earnings are in a perplexing whirlwind: some creators received account restriction alerts without rule violations; a recent glitch inflated earning estimates, followed by dramatic payout reductions; and an earlier fluke showed creators wildly exaggerated billion-dollar earnings estimates. Meta cited anti-fraud measures for the first issue, promised fixes, and admitted to errors causing the other
glitches. The creator economy on Facebook is facing an erratic earnings ride. 🎢💰
🎮📈 "Roblox's In-Game Ads: Partner Program Progress 📺🚀 As Roblox gets closer to its self-imposed deadline for rolling out programmatic in-game ads, brands like Puma and the NFL are beta testing immersive ads,
including in-game billboards and 'Portals' to branded experiences. 🏈🎮 These partnerships have sparked increased interest in Roblox among clients of participating companies, elevating their reputations and visibility. 🤝📈 Roblox's strategy of informal agreements to onboard partners was led by Ashley McCollum, who's played a key role in building relationships. However, as the advertising offering expands, more formalized pitching processes may come into play. 📊🔄 Despite the intangible
benefits of legitimization and relationship-building, some partners remain reticent about the specifics of ad incentives, given the fluctuating CPM rates for Roblox ads. 📉 The platform's push for advertising is part of its effort to develop new revenue streams and regain investor confidence following Q2 2023 earnings that fell short of estimates. 💰💡 #RobloxAds #PartnerProgramProgress #InGameAdvertising 🎮📊" 🤖💰 "Insight Partners' AI Investments: $4 Billion Over 5 Years 📊💡 Insight Partners, the New York-based investment firm, has invested around $4 billion in artificial intelligence companies over the past five years. 🏦💼 George Mathew, a partner at Insight, highlighted the transformative potential of AI and how generative AI models like ChatGPT are raising the bar for software development. 🚀 Mathew emphasized the firm's focus on three AI investment
layers: the modern data stack, MLOps (machine-learning operations), and generative AI applications. 📊 Insight's investments span across data orchestration, AI model performance, synthetic data creation, and more. They're looking for generative AI companies building domain-specific models on private datasets with excellent user experiences. 💼💡 Insight is particularly interested in vertical opportunities in finance, healthcare, and reimagining software applications through generative AI, such
as robotic process automation. 🏦🌐"
Generative AI has the potential to revolutionize various industries, but its use must be balanced with caution to avoid copyright infringement and the spread of misinformation. Matt Candy, the Global Managing Partner of Generative AI at IBM Consulting, recognizes the need for a safe and competent approach to leveraging this
technology. He highlights IBM's focus on helping clients adopt generative AI and emphasizes the importance of multi-model, multi-cloud, and open approaches. Candy notes that the technology can automate manual tasks, improve content production processes, and enhance creativity and idea generation. He believes that AI will accelerate workflow and drive transformation while allowing humans to excel in creative thinking. While there are concerns about AI, Candy is excited about the opportunities it
offers and believes that the tech industry should help enterprises adopt AI safely.
🌐 ZTX raises $13M in seed funding for its Web3 virtual world and creator hub, riding the wave of investor excitement within the #Web3 space. Leveraging the legacy of Zepeto, with 400M users, it aims to challenge metaverse giants like Roblox and Minecraft. 🚀 Exciting partnerships with
Gucci, Starbucks, and K-Pop sensations Blackpink give ZTX a stylish edge. Led by Jump Crypto, the funding lineup includes Collab+Currency, Parataxis, MZ Web3 Fund, and more. With a seasoned team blending Apple, Roblox, and web3 expertise, ZTX plans to fuel global adoption of web3 technology. 🎮💡 Their upcoming Playtest platform and unique NFT projects signal a promising journey into the metaverse realm. #VirtualWorlds #MetaverseMagic #Web3Innovation 🌍🔮
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STOP LYING: NO ONE WANTS MADE-FOR-ADVERTISING SITES IN THEIR MEDIA BUYS Where every pixel holds a promise of profit, a sinister underworld thrives –
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The old world of advertising with its trusty compass, the Gross Rating Point (GRP) currency, provided a sense of direction to advertisers for decades. But as the digital storm rages on, we must embrace a new currency, the impression-based metrics. This sleek, modern approach allows for precise targeting, granting us the power to reach our desired audience with laser-like accuracy, like daring buccaneers navigating
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HOW REPETITIVE ADVERTISING IS RUINING THE CTV SPACE Where content is abundant and viewers have endless choices at their fingertips, a new menace has emerged that threatens to tarnish the
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THE RIGHT WAY TO MEASURE MEDIA “Half the money I spend on advertising is wasted; the trouble is I don’t
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